Helen inherited some money from her grandmother. She decided to open a coffee shop. She explored the main market area near her house to scope out the competition. The competitors were all famous branded coffee houses. They heavily advertised their coffee and had a lot of brand awareness among the customers. They sold their coffee at a low price, because they could divide the cost of operations over a large number of sales. There was an area near a business center that seemed distant from these branded coffee houses. She decided to rent this location for her shop. She realized that she would also need to serve coffee that at least equalled the standards of the branded coffee houses.