Like selecting the variety of coffee beans and the type of roast, deciding which espresso/brewing and roasting equipment will be used in your coffeehouse is crucial to the end product--a quality cup of coffee.

However, choosing equipment from all the various manufacturers that sell espresso machines, for example, can be complicated, if not downright confusing. After all, how do you know a La Marzocco from a Brugnetti or the benefits of a two-group machine vs. a three-group?

Well, that's what questions are for.

Fortunately there are various sources from trade shows and industry publications to vendors and, yes, even real live coffeehouse operators that can provide some of the answers. There definitely is specific information you'll want to find out about the equipment, which means there are specific questions to ask. Just like the other steps involved in opening up your coffeehouse, there are some hazards you'll want to watch out for or avoid altogether if you can.

Of course, you won't really know how the equipment fits your needs until you begin working with it. But if you do enough research, you'll increase your chances of finding the right match.

One thing is certain, though. If you like shopping, this next part of your evolving coffeehouse concept is definitely for you.

DO YOUR HOMEWORK

Before you even start to research, you need to know what equipment is essential at the startup of your business. Focusing on purely coffee sales, essential pieces include an espresso machine, a brewer, two grinders (one for the espresso, one for the brewed coffee) and a refrigerator for dairy products. If you're going to begin roasting at the outset, then add a roaster to the list.

When it comes to making your choices, reading up on the industry and what consultants say about various kinds of equipment is a good way to begin the research process. But actually being able to see the machine and how it works in person is really the best way for retailers to research equipment.

"If they can, I would recommend they attend a retail trade show," advises Terry Davis, president of Ambex, Inc., a manufacturer of grinding and roasting equipment in Clearwater, Fla.

Davis says trade shows offer excellent opportunities for newcomers not only to view the equipment, but to also meet other retailers of small, independent coffeehouses and trade a few industry secrets.

"Pretty much every espresso machine known to man is represented at a coffee trade show," says Dave Heilbrunn, show manager of the Bellevue, Wash.-based Lifestyle Events, Inc., which organizes Coffee Fest, a smaller trade show for the specialty coffee industry.

Heilbrunn says that between 15 and 30 manufacturers generally exhibit at Coffee Fest, which is held three times a year. Attendees get the opportunity to ask manufacturers about the features of their equipment and see the equipment in action.

Aside from the trade show exhibit, Heilbrunn believes the real benefit of attending a trade show such as Coffee Fest or the Specialty Coffee Association of America Conference & Exhibition is the opportunity to attend various educational seminars on specialty coffee retailing. He says the ideal way to work a trade show is to review the educational offerings first and figure out how to make best use of your time.

Coffee Fest offers several handfuls of free classroom sessions covering such topics as writing your business plan, planning and creating an effective menu and networking your coffee shop. Additional specialized classes are offered at a modest cost. What has been really popular, Heilbrunn says, is the Specialty Coffee Business Seminar, a three-day workshop that covers all aspects of starting up a coffeehouse from writing the business plan to selecting a site to negotiating the lease. The seminar costs $550 and is limited to 50 people.

"We come pretty close to giving you a master's degree in specialty coffee retailing," Heilbrunn notes.

If your schedule does not permit travel to a trade show, then spending time on the phone with manufacturers or perusing their Web sites is another effective way to gather information.

Another source of perhaps even more valuable information is the person who uses coffee equipment every day--the coffeehouse operator. He'll know the ups and downs of the machines he uses, whether it's easy to use and offers consistent products, and why he would or would not buy another one. Besides, Terry Davis points out, coffeehouse owners like to talk anyway.

"I talk to other café owners all the time," says Davis, who owns New Harmony Coffee & Tea, also in Clearwater. "That's the best information you can get."

ASK A LOT OF QUESTIONS

Gathering information, while perhaps cumbersome, is not so difficult. The hard part is sorting through it all and trying to make sense of it all. This is where specific questions come into play.

"First thing I'd do is find out how long the company has been around," says Glenn Schmidt, vice president of Europa Company, Inc., a direct importer of Brugnetti espresso machines and grinders, based in Fountain Valley, Calif. Schmidt says it's not uncommon for a company to be around for a couple of years, then move or close and leave a customer who can't get service on his machine. "It's good to have a company that's been established for quite a while," Schmidt adds.

Schmidt also advises equipment shoppers to look at the inner workings of the machine, not just the "box" that it comes in.

"Look inside, see what you're getting. Ask them about the details of the equipment. How big is the boiler? How's the service?" Schmidt continues. "How easy is it to fix?"

Service is, in fact, a critical issue. Espresso machines are the foundation of any coffeehouse. But, they are machines, meaning they do have parts that wear down, which is why you'll want to ask, "What kind of service is available? If it breaks down, what's the warranty on the item?" says Gordon McNeil, president of Equip for Coffee, a manufacturer of coffee grinders, roasting equipment and display bins, based in Burlingame, Calif.

Having a service person available to fix a machine right away is critical, especially for an espresso machine. If you're in the middle of a small town, does a manufacturer have someone available to be there when the machine breaks down? Downtime, remember, is not your friend.

One of the reasons why Peter Pelletier, vice president of Canaltown Coffee Roasters in Rochester and Pittsford, N.Y., chose Nuova Simonelli espresso machines for his two locations was, "We found we could get service on these machines very quickly," he says. Pelletier chose not to get the maintenance agreements with the manufacturer. Instead, he has a local service man come out to check the espresso machines on a regular basis.

"It's kind of a monthly thing," Pelletier says. "We have him out once a month whether we need him or not."

Asking for references is another good way to get information about both the quality and the longevity of the equipment. Manufacturers should be able to provide a list of retailers who are currently using the equipment and can offer their own independent comments. But make sure to get enough names in order to get a variety of opinions.

"Get 50 customers that you can call, not just two or three," suggests Augusto Bisani, president/CEO of Bravo Systems International, Inc., in North Hollywood, Calif.

Gordon McNeil of Equip for Coffee advises that looking at the equipment in a retail environment to get an idea of how it works and how it looks is a good idea. He also suggests asking about the load time, or how long it will take for the equipment to be delivered. You want to make sure you receive the equipment in plenty of time before opening. Also, to avoid running into problems with state and local inspectors, ask whether the equipment has received approval from a national standards organization.

Beyond that, McNeil says, "Just keep asking questions. There is no dumb question."

ASK YOURSELF ONE MORE

Another question that you may want to ask is: Should I buy or lease? For this question, however, only you, or perhaps your accountant, can provide the answer.

Generally, leasing is more expensive. "Obviously, there's an interest rate," McNeil points out. However, because the cost may be deducted as a business expense, there could be some tax advantages to leasing, he adds.

The issue of whether to lease or buy depends largely on your financial situation.

If, for example, you're starting off with little capital and you want to spread the payment out over a certain number of years, say five, "Then leasing's a good way to go," comments Glenn Schmidt of Europa. "If you have all the money to start off with, why pay the interest? Just pay for it outright."

BE CAREFUL

Dealing with the unknown is never easy, and it's no different with buying equipment--which means there are pitfalls that you need to maneuver around. Three traps include overspending, underspending and buying inferior equipment.

Watch out for salesmen who will try to oversell, says Terry Davis of Ambex. Davis says an overzealous salesman may, for example, try to sell you a three-group espresso machine, when a two-group or even single-group machine will suffice.

"There are some darn good salesman in this industry," Davis comments.

The cost difference is not insignificant. Davis estimates that a single-group machine runs between $3,000 and $3,500 and a two-group costs between $6,000 and $6,500. Meanwhile, a three-group espresso machine is about $9,000, he says.

"Most coffeehouses in the United States need a two-group automatic," espresso machine, Davis figures, adding that three group machines are more cumbersome to operate because the baristas are standing shoulder to shoulder.

Overspending on features that you don't need is kind of the opposite of another pitfall--being lured by discounted prices.

"The first thing I would tell anybody is don't buy something based on price alone," says Europa's Glenn Schmidt, "because if something's cheaper there's usually a good reason. I mean people aren't selling machines that are more expensive for no reason. You're either getting better equipment, (or) better service, that kind of thing."

Purchasing used equipment is also very risky, say manufacturers. For one thing, you don't know what condition the equipment is in or how well the previous user had maintained it.

"You have to get equipment that is reliable," says Augusto Bisani of Bravo Systems.

Davis advises coffeehouse owners to buy their equipment from the manufacturer or an authorized dealer who can service the product. With used equipment, he says, you have no real way of knowing what's wrong with the machine. Plus, a new product is under warranty; if you have a used machine you may be able to get service over the phone from a manufacturer, but you would need to pay a repairman to come to your store to fix the machine, which can run from $30 to $40 an hour, Davis adds.

"Don't buy used," Davis warns, because when the machine breaks down, "You have no one to blame but yourself."

ESTABLISH TRUST

Attending trade shows, perusing Web sites, reading articles and visiting with café owners are all effective strategies in conducting a search for the appropriate espresso/brewing equipment.

This whole step may sound like a nuts-and-bolts process. You figure out your needs and then compare the features and prices of one machine to the next.

There's one aspect of the process, however, that's more difficult to measure because there's no price tag on it. But this part of the equation definitely needs to be considered, which means there's one more question you may find yourself asking: "How do I know who to believe?" says Dave Heilbrunn of Lifestyle Events.

You can probably expect that every manufacturer in your research will say its product is better than the next guy's because ... fill in the blank. The goal is to find a dealer who will take the time to understand your needs and explain how the machine he's representing matches (or doesn't match) those needs. While price and features are important, the comfort level you find with an equipment dealer just may be the deciding factor.

"I guess it's a relationship as much as anything," Heilbrunn adds. "Find people you can trust."