Image you’re planning to open a coffee shop named mountain fresh coffee. Your coffee shop will be much like a Starbucks or a caribou coffee, and will be located three blocks from the campus of a major Midwestern university. Some of the unique aspects of your coffee shop are as follows: You will only employ people who have a passion for coffee All coffee you sell will be fair trade certified The ambience of your shop will be relaxed and unhurried and You will get back percent of your after-tax-profits to local charities.