Less than a year later, the first of over 30 Starbucks moved into my small town. Soon after that, I heard a rumor that a local Starbucks Manager boasted to someone else that Mitch’s Java ‘n Jazz would be out of business within one year. It was then that I knew this competition was a little different than the competition I faced on a basketball court. This indeed was a lot more serious. I learned a very good lesson about the war between large corporations and small family-owned businesses… and why it is good for America when the little guy fights back!
Unbeknownst to me, the battle had just begun with the largest competitor I could ever imagine. A competitor who was doubling in size every few years, on the way to becoming one of the most recognized brands in the world. I had inadvertently and unknowingly declared war on the king of coffee. A daunting task!