Expert: Ebenezer Heng - 3/7/2009

Question
Do you think it is an appropriate time to start a small Espresso Cart business in SAN DIEGO, CA during 2009? I already have a small cart that has already been used successfully in San Diego a couple years ago. It is the kind of small cart with a hole for an umbrella and has a Formica top with a sink unit, and it has oak trim and wagon wheels and a used commerical sized espresso machine. If I found a terrific location, do you think it would work during these trying financial times?

Answer
Hi Liz,

My thought is anytime is a good time to start a business so long as you have the passion and a good business idea to bring in the crowd.

I would touch on the first pointer that you have brought out on location. Be careful with high flow through traffic as you are doing a food and beverage business.

No matter what, people do not like to be too "squeeze" when it comes to buying coffee, so while the traffic must be good, there must be space for customers to enjoy the coffee.

Areas near to offices are best as you would almost be guaranteed breakfast and tea break crowd. Do not think about train stations or bus depot as commuters are anxious to get to their office and would usually give your cart a miss.

Then you need a "call to action" for people to come to your cart, what makes you so special? Maybe you give free cookie for every espresso purchased, or you have a $0.50 Tuesday coffee special?

Here is my take on starting a cart, it can be hugely successful when you get the variables right. Do remember no matter how bad the economy people still need to eat and drink, so you would not go wrong going into F&B, but steer your business with care.

Hope this helps and all the best for your new adventure!:)

Ebenezer