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White Roast Java Business Plan
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Executive Summary
The desire and demand from Americans for tasty and quality espresso-based coffee
drove several coffeehouses like The Coffee Bean to invest in drinks like mocha latte, among
others like vanilla ice blended milk. While developed coffeehouses like Starbucks are largely
known within America and beyond for their quality drinks and cookie-cutter designs, the
market continues to witness changes and demand for more coffee preferences. The changing
preference for coffee establishes a niche for new ventures like White Roast. This means that
White Roast Java is a new coffeehouse or a new business venture aimed to provide quality
coffee drinks in relaxing and desirable upscale environments. White Roast Java will be
located at Pleasantville because the market is promising due to the various business activities
that take place, tourism, high pedestrian and vehicle traffic as well as students who visit the
area as tourists and various learning centers within the area. The market is viable is a promise
to the growth and expansion of the bu…
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