all these needs, the twins believed. A National Restaurant Association survey on ethnic cuisine showed that consumers were eager to try more ethnic foods; moreover, a look at the Internet Food Channel’s “Ultra Trend Tracker” showed them that the wrap was leading the sandwich category, where focaccia was fading. From coast to coast, newspaper reviews were hailing wraps as the best new fast-food discovery.
Now Judith and Alice face some hard business decisions. Jeff has agreed to share his expertise as financial adviser, but who will manage the food and who will handle the books? How will they share ownership, pay taxes, and compensate themselves? What will they offer financial backers? How will the business grow? Alice and Judith have absolute confidence in their teamwork and their culinary expertise. But they also know that if they don't set the business on the right structural foundation, it could fail overnight?as a lot of well-meaning friends keep pointing out.
Meeting Business Challenges at AJ Wraps
For a time, Alice Thomson and Judith Nantook thought their plans to open AJ Wraps were falling through . Judith's husband Jeff was offered a partnership in a large accounting firm?the catch was, he'd have to move to Los Angeles. However, with a little more research, the twins' enthusiasm was restored. They read about a company partly owned by actor Woody Harrelson: Yoganics, an organic food-delivery service, was apparently reaping tax benefits from a location in South-Central Los Angeles. A 1992 racial uprising left a scarred community that needed to rebuild itself, and the area was designated a “revitalization zone.” State officials were offering tax incentives to spur businesses into the area. It was working beautifully, creating new jobs and a positive, thriving atmosphere.
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