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In his "Start-up Financing-Why & How to Avoid the Investment Community" Ed Zimmer of The Entrepreneur Network suggests:

Scale down your expectations. You don't have to hit a home run the first time out. Concentrate on hitting some singles. When you get good at that, and you still feel you'd like to hit a homer, then try for it. In other words, don't think in terms of selling to Ford or GM -- think in terms of selling to their 3rd or 4th tier suppliers. Don't think in terms of selling to Wal-Mart or K-Mart -- think in terms of selling to local owner-operated stores.

At his accountant's urging, Rapoport looked at a space half the size of the original location he and Powell had been considering, the present location of the business on a side street not far from the Allentown Fairgrounds.

The new location forced the duo to chuck their café idea, at least temporarily, since the site offered no room and the landlord was adamantly opposed to table seating.

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