 The fourth thing that you must have in your business plan is the location. There are two types of locations. First, it is a destination location. That means people must come to you specifically just for your food item. This has a lot of friction, yet are much cheaper in rent because you're not relying on walk by traffic. Second type of location are the high foot traffic locations. And the more foot traffic you have, the more possibility that you can convert the walking traffic into customers. And that's the reason why rent is substantially more expensive at the high traffic areas. Now, when you're choosing a location, you must identify whether your target market hangs out at this location. At the end of the day, when choosing a location, it is all about your target market and has really little to do with the foot traffic or whether it being a destination or not.