The first ever Ultimate Coffee Profitability Seminar, held January 10-11 at the American Barista & Coffee School (ABC's) in Portland, attracted both coffee business owners looking to improve their bottom lines and industry professionals wanting to obtain information to help their customers prosper in today's economic uncertainty.

The focus of the seminar is to help retailers take a proactive and educated approach to business by giving them the tools they need to increase sales through effective marketing and the skills to manage the financial side of their businesses.

"The Ultimate Coffee Profitability Seminar really showed me what I need to do to make my business a success," said Carolyn LeVee, who owns a coffee business in Wilsonville, Oregon. "I learned how to better manage my staff and how to analyze effectively the financial side of my business."

The seminar also attracted representatives for major coffee industry companies that want to help their customers weather today's harsh economic conditions.

"As a vendor in the coffee industry, I hope to take what I have learned and incorporate it into the work I do with cafe operators," said Christie Kraby of Torani Gourmet Syrups. "This class truly has huge value — far above the small registration fee."

The seminar was developed exclusively for ABC’s customers by Chris Legler, whose 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 covers 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.

The next Ultimate Coffee Profitability Seminar is scheduled for January 31-February 1 in Portland followed by March 21-22 in Seattle. Class includes a Financial Workbook to help attendees assess the financial health of their businesses and continental breakfast.

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 coffeeschool.org or call 800.655.3955.