Those of you working on the coffee shop case might start exploring neighborhood shops in the area.
La Taza is in my neighborhood, take a look.
Mocha Java now has three locations in San Marcos. How many other examples are there of independent coffee shops can you find in the area?
Gee I don't mean to make this too easy but you should then benchmark what they are doing for the success of your proposed venture.
Professor Elam 
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