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Expresso Bar/CafT Start-Up. This is a marketing and start-up plan for an espresso bar/cafT in Houston. Analysis has shown that this is a growing market in the United States, evidenced by the stellar growth of franchises such as Starbucks and Seattle Coffee Company. What is proposed here is not a franchise, but a smaller and more authentic espresso bar that offers a superior, tailored product, that will be compete with the mass market appeal of the franchised coffee bar. The target market is the young professional who, over time, will acquire an appreciation for a finer espresso experience than Starbucks and the other major coffee bars can offer. 14 pgs. 5 f/c. 7b.
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