Another important thing is to analyze the flow of customers. Coffee doesn't have to follow the same approach as fast food, where you pay, move to the side, then receive your drink. It can be a Chipotle-like assembly line where the coffee is ready by the time you pay. Or a model that closer emulates a regular bar, a diner, or even a table service restaurant. This is a decision that affects customer experience and has a very real consequence on the bottom line.
That bottom line will be heavily buoyed by selling things other than coffee. Beer, wine, liquor, sandwiches, magazines, coffee gadgets, bicycles, records... almost anything. It is very hard to succeed without an alternative revenue stream, so consider what else you can offer your customers other than that $4 cappuccino.
Pricing that capp is a balancing act. "There's a fine line between being a treat and part of someone's daily ritual," says Mike McKim. Everyone has a personal value equation, and, if you don't nail it, they're not coming back. If your shop is a destination, you might be able to up the price. If it's in a high-volume commuter location, you might have to lower it. If you're next to a Starbucks, good luck.