Competitive Business Solutions on Oak Street

A customer turns the corner and heads toward my sidewalk café on Oak Street.

Just a man walking a dog on a hot day. That’s what the average person might see. But my entrepreneurial mind races through the demographics and likely spending habits of this prospective customer.

Disposable income is up for males in the 35-44 age bracket, which is where I place this fellow. And when I calculate the entertainment and dining percentages, especially on a Saturday afternoon scorcher in August, I think my café is exactly where he needs to be. And, yes, he starts to reach for his back pocket.

“Hey, mister! Over here. May I pet your doggie?”

Drat, it’s my competitor! He is trying to lure MY customer to Louie’s, that new establishment across the street. Who does he think he is? Doesn’t he know that most startups are doomed to fail?

No! My customer is stopping. His dog tugs on the leash, and they start to cross the street.

But I wasn’t born yesterday. I hop on the sidewalk with my delicious product in my left hand and a doggie treat in my right.

“What an adorable Labradoodle, sir!” I coo.

The dog sees my outstretched palm and pulls MY customer back to me. The dog snatches the treat and I offer a tall cool glass of my blushing liquid refreshment, with three glistening ice cubes.

The customer licks his lips between sips. He reaches for his wallet, but I gently shake my head.

“No sir,” I say confidently. “This one is on the house.”

I know that repeat business breeds success. And this customer will be back.

He returns the empty glass and adds, “That is just the cool break I needed.”

As my customer leaves, I catch a glimpse of my glum competitor across the street.

I lean on my card table by the curb, and I pat my taped-on sign, “Carol’s Pink Lemonade.”

“Yes,” I give myself a mental attagirl, “you’ve got to get up pretty early to put one by this seven-year-old.”