 The third reason why most coffee shop fails is because they have no uniqueness. What do I mean by that? When they come into your coffee shop, what makes you different? Now, a lot of people are thinking about, hey, what makes us different is because we're convenient, we're cheaper. Well, I'm telling you, if I were to want cheap, if I were to want convenience, I can make instant coffee at home for only 20 cents. Why would I want to come to your coffee shop? You must provide an experience for me. You must provide something different that I cannot get anywhere else. What is that experience like? It could be something that's like home away from home. You get this feeling of, wow, this is a very comfortable place. Or this could be a very sophisticated place where you serve very specific coffee.