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.