Ground Zero floor-plan keeps coffee flowing

Tough national competitors, fickle customer tastes, recruitment challenges: What could be more competitive than running a coffee shop?

Lindsey Lee opened Ground Zero in 1998 at 744 Williamson Street in Madison using $5,000 he earned liquidating the inventory of his uncle's hat shop in Flint, Mich., and $20,000 from Anchor Bank.

Lee had a growing family to support, so he had to get his shop going as quickly as possible.

Working on a shoestring budget, Lee learned what every CEO should learn: The decision-maker has to pay close attention to location and design or risk inefficiencies, loss of customer interest and poor quality service.

Location as market positioning: Ground Zero is on the critical in-bound side of the street. The store fits its demographics and vice versa. Customers drive, walk and bike to the store; it's accessible to everyone. A location that's great for customers and employees is good for business, and it supports Lee's community interests as a parent and activist.

Design for efficient workflow: Lee fine-tuned the layout by mocking up the service area in masking tape -- multiple times. Two second-counter openings keep staff from bumping into each other. Because of the layout, two employees are more productive than three -- a huge gain. Optimizing the service area freed space for another revenue-producing table. Any manufacturer knows good workflow means getting more from people and capital equipment.

Design for cost-effectiveness: Lindsey saved thousands of dollars by pouring the concrete counters himself. He salvaged supplies and materials, like the corrugated metal counter panels. He's letting the flooring wear because it adds to the all-important atmosphere.

Customer service and quality control: Workflow is about more than productivity, it's about customer service. By using his people and equipment so carefully, every customer gets more attention — the key to dedicated customers.

Consistent brand message: Unlike national competitors, Lee strikes a niche theme that suits the local market. Coffee from exotic places suggested adventure travel, so the walls are covered in maps. Globes, old cameras, and the historic Candy Company building near the power plant create a quirky post-industrial setting that resonates with the customers.

Lindsey's advice to other business owners? "It's important not to spend too much, but it's just as important not to spend too little."

It's important not to think that you're done at the grand opening -- business is about change and the buildings have to change with it."

The success of his second store, Cargo Coffee on Park Street, proves that Lindsey has learned how important buildings are to success.

Derrick Van Mell is principal of Van Mell Associates, management consultants specializing in strategic facility decisions. Steve Steinhoff is executive director of the Neighborhood Design Center, helping communities become great places.