How specialty coffee retailers can survive and thrive in today's economic uncertainty is the focus of a two-day travelling seminar offered by the American Barista & Coffee School (ABC's). The Ultimate Coffee Profitability Seminar will be led by Chris Legler, Starbucks veteran and former CFO of Barnie's Coffee and Tea Company. The first seminars are scheduled for January 10-11 and January 31-February 1 in Portland, Oregon.

"In today's harsh economic conditions, coffee retailers need to take a proactive and educated approach to business," said ABC's founder Bruce Milletto. "Even though a retailer may be selling a quality product, he or she will need to do more than that to ensure increased sales and overall business success. We developed the Ultimate Coffee Profitability Seminar to give them the tools they need to increase sales through effective marketing and the skills to manage the financial side of their businesses in today's unforgiving economic climate."

Chris Legler, whose vast experience and knowledge of finance, specifically tailored to the coffee industry, brings an unrivaled expertise to the Ultimate Coffee Profitability Seminar. His expertise includes financial management, coffee roasting, business ownership and an in-depth understanding of business operations. He has held executive positions in finance and administration, marketing, retail operations and strategic planning. Legler was Vice President and Chief Financial Officer for Barnie’s Coffee and Tea Company and has held positions of increasing responsibility with Starbucks Coffee Company, Sony, British Petroleum, Blockbuster Entertainment, Eddie Bauer and Hasbro.

The Ultimate Coffee Profitability Seminar will cover the following subjects in-depth: Marketing Analysis and Implementation; Promotions, Brand Development and Cross Marketing; Revenue, Labor, Inventory and Expense Management; Beverage Costing; Loss Prevention; Proforma and Budget Development; Financing Options; and Prioritization of Financial Needs.

Future Ultimate Coffee Profitability Seminars are scheduled for March 2009 in Seattle and Spring 2009 in San Francisco. All seminars will be held at university lecture halls or conference facilities in major U.S. cities, with approximately 225 seats available for each seminar. Class includes a Financial Workbook to help attendees assess the financial health of their businesses with the ultimate goal of increasing profits. In addition, continental breakfast is provided each day.

The cost of the seminar is $495, but to help their customers, more than 150 roasters and allied companies throughout the U.S. are offering $200 subsidies, for a total cost to retailers of only $295. For on-line registration and further information on how to obtain a subsidy, visit our Website or call 800.655.3955.