8 Things That I Would Change About Java Enchanted Bean to Avoid Permanent Closure

1. Name of Business

As a man in my 30s, the name “Java Enchanted Bean” feels a bit too feminine to me. This is just one person’s feedback, though, and it’s not as important as the following items on this list.

2. Exterior Signage

First and foremost, the word “Coffee” does not appear anywhere on the windows. That really should be a focal point.
The coffee cup art on the windows, especially the plants growing out of the cups, doesn’t make sense to me.
The window displays look more like what I typically see at thrift shops or consignment stores. They look nice, but where is the coffee theme?

3. Add a Coffee Roaster

Although it’s not required for a coffee house to be successful, roasting is a major part of the coffee business that often goes unnoticed. Ten‑kilogram coffee roasters generally range from $6,000–$10,000, depending on brand, age, and fuel source.

4. Exceptional Knowledge of Coffee

Baristas work hard during their training and at the coffee bar, but coffee science, culture, and history are often missed. I don’t buy store‑bought beans that have been sitting on a shelf for days after weeks in a warehouse. I know what country of origin I’m in the mood for, and that’s the coffee I want used. Coffee origin, natural flavor notes, and the story of the farmers are almost always neglected in coffee businesses across the country.\

Not all coffee is the same

Some businesses choose to buy the cheapest beans on the market, with an SCA score lower than 80 and no certifications. In my business, Tolento Coffee‑Infused Honey, I only source from farms with an SCA grade of 81+ and at least one sustainability certification (Fair Trade, Rainforest Alliance, or similar).
Do I sound like a coffee snob to you? That’s okay. We’re the folks who are willing to pay more for quality coffee.

5. Website & E‑commerce

Aside from being a “coffee snob,” I’m also a website developer and programmer. With 20 years of digital media experience from Phoenix, AZ to Fostoria, OH, I’ve learned how to turn skill into streamlined processes. The Java Bean website lacks online ordering and strong imagery across the site. Every menu item on a website should have a high‑quality photo.

6. Strategic Marketing

Marketing is NOT just posting a picture with some text on Facebook a couple of times per week; it’s a well‑thought‑out, dedicated process. Consistent daily videos of business operations are critical. Thirty‑second clips of espresso making, coffee grinding, and latte art can significantly improve online engagement.

Where do people fail?

Consistency is key. Posting fresh daily content for a couple of weeks and then becoming complacent is common. It takes months—and sometimes years—to build a following of long‑term and potential customers.

7. Strengthen the Core

This February marks my fourth year back in Ohio. In that time, I’ve seen struggling businesses try to increase sales by adding more concepts or third‑party partners. Prime local examples of failures include Daddy & Kay’s, Flippin’ Jimmies, and Fostoria Candle Co. Daddy & Kay’s went belly‑up with past‑due bills, a maxed‑out line of credit, and investigations by the State of Ohio—that’s another story.

8. Get Competitive

Before I launch a new business venture, I thoroughly research all competition and create a marketing plan. This includes running Google ad campaigns that use the names of competing businesses as keywords to trigger ads. Legal? 100%. You may have seen Fostoria Free Press video ads on YouTube recently. Interested in learning more about the cost of an ad campaign and working with an SEO specialist? Contact Tolento Media Group today!