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equipment, and time. It takes three to four minutes for an experienced

person to prepare each cup.

 Power Outlets. They are everywhere to accommodate customers who want
to use their computers.

 Furniture. J.C. imports unique, elegant wooden tables or provides
comfortable leather couches arranged to facilitate conversations and informal

meetings.

 Commitment to Quality. J.C. purchases only the highest grades of tea and
coffee beans that meet his exacting standards.

 Unique Items. J.C. offers unique items not found in the coffee chain one

block away, such as the rare Kopi Luwak coffee. At $65 a cup, it’s all the
rage with the Hollywood elite. What’s so special about it? Well, it tastes
very, very good. It’s quite likely the best coffee you’ve ever had. But its origin

might turn you off. It comes from the island of Sumatra where a small

mammal called a palm civet eats coffee cherries, including the bean inside.
Once the bean finishes its journey through the animal’s digestive tract, the

intact beans are harvested, cleaned, and roasted. Yes, it’s literally made from
animal poop. I’m not sure how many customers actually order the coffee, but

people in town talk about it and they know Funnel Mill offers it. It’s a hook
that helps word of mouth.

 Water Filtration System. Many restaurants use tap water, and some will use

a basic filter. But that’s not good enough for a coffee lounge that wants to
raise the bar on the customer experience. Coffee is 98 percent water, and

that convinced J.C. to purchase the best water filtration system on the
market. It softens the water, uses reverse osmosis to remove contaminants,

and even pumps minerals back into the water after the particles have been
removed. Details matter.