department and Shoreline Parks division. It wasn't until after opening, however, that a lifeguard told him he couldn't access beach parking lots—one of his key targeted areas. "Even when you think you're good to go, just realize that you might not be," Wasserman cautions. The mobile industry is indeed a dynamic one. Owners must dance around unique challenges such as space limitations (it's
hard to fulfill a pour-over drip bar dream with two feet of service space) and regulations that differ from state to state. But the model can provide an innovative entrance to a market, or even help expand an established coffee brand that's already tied to a brick-and-mortar space. Maybe this is the year you discover that small, as British econo- mist E.F. Schumacher wrote, is indeed beautiful.
freshcup.com July 2012
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