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coffee roaster, coffeehouse, newhall coffee, revolution, shop small, starbucks -

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!

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coffee roaster, coffeehouse, newhall coffee, shop small, starbucks -

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!

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