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Military couple want to serve El Paso
Dave Burge
El Paso Times

"We always wanted to go into business for ourselves," she added. "We naturally thought of a coffeehouse. When you're in the military, you get a little scared of stepping out of the government realm."

The couple overcame their initial fears, received some help from organizations such as the U.S. Small Business Administration and are living their dream as small-business owners. Cynthia LaVersa is a retired command sergeant major, and husband Darren, a sergeant major, will retire in March. They both served a four-year stint at Fort Bliss and have chosen to make El Paso their home. "We've been all over the world," Darren LaVersa said. "But when you find a place that feels like home, you know it. We love El Paso."

The LaVersas have a licensing agreement with Java Dave's Coffee, a regional chain based in Tulsa, Okla. The couple can sell Java Dave's coffee brands and other products but have more freedom to operate their business than if they were running a full-fledged franchise, the LaVersas said. "If we want to sell ice cream, we sell ice cream," Darren LaVersa said. Java Dave's has 32 stores in seven states, and an additional 12 are slated to open this year, said Mike Tiernan, director of licensing for Java Dave's. "Basically, we give you the look of a franchise and the feel of franchise, but give you the freedom to run your business and add different products while not paying advertising or royalty fees," Tiernan said. Westsider David Parker said he's become a regular customer at Java Dave's. "I love it," Parker said. "First of all, it's close to home. It also has a relaxed atmosphere. When I drink my coffee, I want that kind of atmosphere.

 "The people who own this are really nice, and they've established a great atmosphere. It's cool."

Frank Hoy, a University of Texas at El Paso professor who specializes in small business, said owners of lesser-known businesses, such as Java Dave's, need to try especially hard to establish personal ties with their customers and the community. "A lot of people think you can open a franchise, hire a manager and go on a long beach vacation," Hoy said. The LaVersas said they spend long hours at their business and try to get to know their customers. "If you don't do that, you're just another business along the side of the road," Darren LaVersa said.

The couple spent about a year planning their business. From the modern-looking ceiling to the coffee bar, they designed the interior of the coffeehouse. They also received plenty of help along the way. The LaVersas received a business start-up loan from Wells Fargo through the U.S. Small Business Administration's loan guarantee program. The SBA's El Paso district office guaranteed 317 loans in 2004, totaling about $40 million, said Phillip Silva, the agency's district director. The local SBA office also has a veteran affairs officer, Dan Chacon, who works with veterans who want to start businesses, Silva said. Darren LaVersa also attended several classes through the Small Business Development Center at 1359 Lomaland Suite 535. The business center is a joint effort among the SBA, University of Texas at San Antonio and El Paso Community College. "We put in a lot of work, but we also got a lot of help," Cynthia LaVersa said.

The couple said their military experience was invaluable when it came time to open their business. "In the military, you do so many things and get so much experience," Darren LaVersa said. "All the things you did in the Army apply to your business -- discipline, management, leadership and developing a vision." Veterans who plan on opening their own businesses need to have a solid plan in place and some money saved up, Darren LaVersa said. "We saved and saved for years," Cynthia LaVersa said. "We had a lot of capital saved up on our own."

The LaVersas envision Java Dave's as a community gathering place. Java Dave's is available at no charge as a site for meetings for businesses, churches and civic groups

The coffeehouse also offers free wireless Internet access, and the LaVersas plan to have live music on a regular basis. "We want this to be a place where you can come relax, have a cup of good coffee and hear some jazz," Cynthia LaVersa said. "We loved the Army and love our country," she added. "We love our community and now want to serve El Paso."

Dave Burge may be reached at mailto:dburge@elpasotimes.com  (915)546-6126.
For more information: Java Dave's Coffee, http://www.javadavescoffee.com/