Mission: Open a small town bagel shop.

Identified Value: Sell freshly prepared bagels in a community where nearest bagel shop is over 30 miles / 48 km away.

Brand Culture: Small Town / Eclectic / Shabby Chic

Problem #1 - Offering Too Much.

• We were not created to do everything excellently.
• Stay focused on doing the few things you do exceptionally well.
• Make the value of what you offer clear.
• Be confident about what you do offer and what you do not.
  • Example: Our meals have been uniquely and excellently crafted to provide you with a one of a kind dining experience. As a result, we do not offer special orders.

Problem #2 - Personal preference does not always equal customer preference.

• Surround yourself with a strong advisory team who you can bounce ideas off of and who are not afraid to tell you no.
• Stay aware of yourself and be willing to get out of your own way.

Problem #3 - Chasing Other's Success.

• Choose to stand instead of chase.
  • Embrace and celebrate who you are!
  • You were not meant to do and be everything. You were simply meant to be the one and only you!
• Quantity does not equal quality.
  • If you try to be everything you will quickly lose sight of who you are and find that you have become forgettable.