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| Joe To Go This video can be found on the Student DVD.Summary: Seven short years ago, Jerry Andrews was a soccer dad who promised to bring coffee to the field for a large group of parents as shown in this original video on your Student DVD. Jerry was faced with several vexing issues--how to transport that much coffee, keep it hot, and contain it from spilling all over the car. The soccer dad's dilemma was the catalyst that launched the now nationally distributed "Joe-To-Go" coffee "box." The evolution of this business was fraught with challenges. Without much capital, and virtually no distribution expertise, Andrews had difficulty bringing his product to a large market. Today, however, the "Joe To Go" coffee box has been adopted by all major chains including Dunkin Donuts and Starbucks. The story demonstrates the struggles involved in taking a new business idea from the development and patent stages through successful marketing, licensing and distribution. The evolution of this new business demonstrates several important characteristics leading to Andrews's success. Personal characteristics such as self-direction, self-nurturing, action orientation and a high energy level are the essential elements in a successful business evolution. The "Joe To Go" success story is even more impressive when one considers that statistics suggest that more than 50% of all small business start-ups fail within the first four years. Discussion Questions
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