Only half of all small businesses survive five years, according to the Commerce Department \u201d\u201d the number is much lower for food establishments. But at his original location, Mr. [Duncan] Goodall said, he\u2019s figured out some rules for indie coffeehouses. These are rules that he has now evangelized to all the mentees, \u201cabout 20,\u201d\u009d who have found him on the Web.<\/p>\n
\u201cYou have two types of people\u201d\u009d who come for mentorship, Mr. Goodall said. \u201cPeople who love coffeehouses, and people who love coffee. But there\u2019s no requirement for either of those groups to know anything about business.\u201d\u009d So what he offers mentees is like a quickie M.B.A. for people whose background is in \u201d\u201d to use the Owens\u2019 example \u201d\u201d preaching or nursing.<\/p>\n
Mr. Goodall is emphatic about Rule No. 1: \u201cFigure out your niche.\u201d\u009d If you\u2019re attracting the artsy crowd, don\u2019t worry if your employees have crazy tattoos \u201d\u201d it might be better if they do.<\/p>\n