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3 HISTORY Classic Rock Coffee Co. (CRCC) was created from a love of coffee and a love of great classic rock music. Zeppelin, The Who, Pink Floyd, The Beatles, CCR, Elvis, AC/DC, ZZ Top, Fleetwood Mac this list could go on forever. Since coffee is a stimulant, we thought it made sense to create a concept that is an alternative to the laid back, read a book and take a nap, type of coffee shop. Our tag line says it all Our Coffee Rocks! As a new concept, we knew it would be important to have a model for people to see and experience. In 2010 we moved our distribution center to Springfield, Missouri and built our model store right in the front our distribution center. We feel it is important to keep our identity as a high end coffee shop, so we intentionally kept our food menu relatively small and manageable. In addition to awesome coffee drinks, we have legendary protein shakes and smoothies, a wide array of pastries, and several great soups, salads and sandwiches. Since opening our model store, we have been creating raving fans and groupies every day. Without a doubt, our concept is bringing them in, our products and service are bringing them back.

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5 concept & atmosphere Step through our doors and you ll know we are not like any other coffee shop you ve ever seen, tasted, or heard. Unlike typical laid back, read a book and take a nap coffee shops, we re a rock n roll infused, specialty coffee, java joint. Classic rock music plays through an awesome sound system; espresso based drinks crafted right in front of you; guitars, albums and memorabilia everywhere; and comfy seating. You can get your drink to go, or sit down, relax and get Comfortably Numb (you know, the Pink Floyd song). We deal in specialty coffees, which are defined as quality crafted coffee-based beverages. Specialty coffees have a unique quality, a distinct taste and personality different from, and superior to, the common coffee beverages offered. Beverages are based on beans that have been grown in specific regions in various geographical areas, and meet the highest standards for green coffee along with exceptional standards for roasting, storing and brewing. Our concept is truly unique, innovative and fun. Not only do customers drive across town to see what we are about, but potential employees seek us out, as they recognize our methods, standards and procedures as top in the industry.

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7 franchise overview We understand starting a business is a big decision and there are certainly plenty of options from which to choose. Our concept is unique, innovative and fun, without being over done. Aside from having great products, great music and atmosphere, it s just a cool place to own. Coffee is the 2nd most traded commodity in the world and statisticbrain.com reports that 54% of Americans over 18 drink coffee regularly. Specialty coffee is the fastest growing segment in the coffee industry, and Classic Rock Coffee is in position to capitalize! WHY CLASSIC ROCK COFFEE? BECAUSE OUR COFFEE ROCKS!

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9 support FRANCHISE SUPPORT Our reputation will not only be judged by our model location, but more so by your location, your staff and your customers. Our main function is to support our franchisees. In part, we do this through our own continuing education and quest for all things coffee and rock n roll. We strongly believe in continuing education yours and ours. We strive to create easy and open communication and education for the betterment of the CRCC brand. Our goal is to create a team/family atmosphere with our franchisees. PRIOR TO OPENING At least one person from your facility (up to three are allowed) must attend a week long training program at either our distribution center/model shop, or at one of our franchisee s locations. This program will be run by and overseen by one of our top barista s. These baristas work in our shop and have practical experience working with the equipment and the customers.

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11 support NEW STORE OPENING A few days prior, and a few days after the grand opening of your store, one of our trainers will be present to work with, motivate, and give guidance to you and your staff. Our trainers will assist with: Back of the house (inventory, ordering, etc) POS (ringing up and programming) Front of the house (Making menu items and interacting with customers) CONTINUED SUPPORT In addition to the above mentioned training, we provide you with a detailed procedure manual that also includes forms to help you in daily operations. As part of your franchise fee you will also receive an IPad loaded with procedure videos. As things arise and new products are introduced, we will create new supporting videos that can be ed and downloaded to your IPad. We will also visit your location, a minimum of twice per year.

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13 marketing We have a graphic artist on staff that is available to you. As we create new marketing pieces, they will be displayed on a secure website. You can use them as is, or suggest modifications as it may pertain to your specific location. If you have something unique you are looking for, with a little time, we can get it done. Each location may have a slightly different marketing strategy, but together we can implement an economical and effective marketing plan.

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15 real estate & construction Site selection and lease negotiations are very important when opening a new location. Our team can assist you with a demographic analysis of your market and help identify premier locations within the market. We can also review and help negotiate favorable lease terms. Our goal is for you to find locations that provide the best potential for profit. Once a site is selected we will provide basic design, layout and 3D drawings of your space. This information can be given to your architect and contractor for bidding. We will communicate with all parties throughout this process. Our Franchise Director will be in constant communication with you to help plan and schedule activities and tasks that are necessary for your shop to open on time.

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17 fees & qualifications Fees Single Store, One-Time Franchisee Fee: $25,000 Royalty Fee: 5% Advertising Fee: 2% Qualifications No Experience in Coffee Required, We Train! Energetic & Ambitious Self Motivated Business Minded Believes in Team Building A Will to Win Good Communication Belief in The Customer Experience

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19 FAQ What kind of income potential is there with Classic Rock Coffee? Our systems are sound, but the bottom line will be dictated by your ability to manage the systems. This is what makes discovery day important it gives you an opportunity to see a shop in action. After receiving your full application we can provide some basic financial operating information to help you estimate your potential. Do I need restaurant or coffee shop experience? No, but some experience is good. Sometimes it is easier to train someone new, than re-train someone that is set in their ways. Just be open to learning and everything will be smooth. What is the process of becoming a Classic Rock Coffee franchisee? 1. Submit franchise information request forms that we provide you 2. Schedule a 15 to 20 minute phone interview to determine compatibility 3. We send the Franchise Disclosure Document 4. Start communicating about time frame and potential locations 5. Develop a game plan to ensure a long and successful relationship What is the term of my franchise agreement? The initial term is 10 years, after which you can renew in 5 year increments pursuant to the Franchise Agreement and lease availability.

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21 FAQ Will my territory be protected? Yes, you will have a specified territory. The exact territory can range in size based upon several factors: Distance; Population Density; Tourism; Etc. Can I purchase the rights to areas? Yes, we have a development agreement for those interested in more than one location. Does Classic Rock Coffee help with site selection? Chances are you know your area better than us. However, there are certain baseline criteria we feel important for success. We will recommend a commercial real estate broker that is familiar with our demographics and then offer input on site analysis and selection. How much space do I need? We can complete the concept in as little as 1,200 square feet, but 1,800 to 2,000 is optimal. Our location is a little over 2,200 feet. A Drive-Through is always desirable, but not a necessity in facilities with heavy foot traffic (malls, airports, hotels, downtown districts, etc) What is the total investment for opening a Classic Rock Coffee? Investments can vary, depending on the size, location, market, lease options, whether you are in a strip center or stand alone location, etc. Contact CRCC for current estimates on your initial investment.

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23 the next step If our concept appeals to you, we will complete the following to make sure we are a good fit for each other: Initial phone conversation (10 to 15 minutes) Complete personal application Attend a Discovery Day Review FDD and Franchise Agreement Complete a personal interview If each of us Come Together (you know, The Beatles song that Aerosmith also did) after the above items are completed, we will offer guidance and advice on: Site Selection Demographic Analysis Lease Negotiations Finance Assistance Construction Pre-Opening Training Grand Opening Support Ongoing Education and Training Operational Support Marketing Support Etc.

24 TOLL FREE: Note: The information provided in this document is not intended as an offer to sell, or the solicitation of an offer to buy a franchise. An offer or solicitation can only be made by a franchise disclosure document.