It only took ROCC a couple weeks before it received its own Chinese name transliteration. At first I wasn't happy. I wanted to choose a Chinese name with more meaning. However, Chinese friends naturally came up with their own version, calling us: "luo ke" which phonetically sounds like you've stretched the word "ro...ck" to make 2 syllables: "law...kuh". No need to fight something that was working, so we took our new localized Chinese name and owned it.

How do you chose a great name for your business? Depending on the business resources you read, you will likely encounter an infinite number of the following sample responses.
- Make it memorable
- It should be easy to spell
- Give it a visual element
- Ensure it has a positive connotation
- Let it include information about your business
- A good name should be fairly short
- Research who, if anyone, else is using the name or words
- Consider (if you live outside of the US, Canada or English) filing for Trademark rights.
- Finally, go with your gut - don't let others choose your name for you.

However, the whole business plan was nearly scrapped just before Louis called me. The presentation was on Saturday and by the following Monday I was on a plane with my family back to the USA for a summer holiday. Meanwhile Paul had decided, "if money doesn't come in by the end of June, I need to tell Adam I'm out." Well, needless to say, ROCC Coffee was launched as a tribute to the Higher Power at work in our summer 2012.

As Paul (who stayed in China for the summer) was getting ready to send me his message, "I'm out!", he received my email stating effectively, "Louis is in!". Paul made an abrupt 180 degree turn.

China redefines the game Caveat Emptor - Renter Beware!
Pro-tip if you plan to lease in a shopping complex you may be able to get 6-12-18 months rent free (because the place won't have electricity or customers for 5-11-17 months... which means you won't have any income!)
The day after our Grand Opening party, we "sange pengyou" 3 Amigos didn't have a clue about any of these shenanigans. Except perhaps we did encounter and successfully dodge a 100,000 yuan ($15,000 USD) transfer fee! A feat marvelously executed by Louis!

Wuhan is no small city. As the capital of Hubei province, it clocks in at a population of 11,000,000. While estimates may vary +/- 1 million, 10-12 are the typical figures produced. As all good cities with a history of 3,500 years Wuhan can boast as a epicenter of trade, battles and education. It's a fun name to say too "Wu" sounds like 'woo!' and comes from the military word also found in "WuShu" martial arts. "Han" is classic to the majority people of China, "Hanzu" or Chinese majority people. However, "Han" get's it's meaning from the "HanJiang" Han River which comes down from the north to intersect the great "YangZe" Yangtze River.

Tonight we were too excited to worry about all the bad stuff that might befall our newly minted business. We'd been going full speed for 100 days non-stop. We didn't imagine how or where we would find customers to buy all of our amazing "xinxian" fresh "hongbei" roasted coffee. There were so many other problems that we had overcome!

Stuff like:
- Writing a business plan and convincing ourselves for 6 months that roasting Specialty Coffees in Central China was a great idea.
- Raising capital, forming and American LLC and a investing into a Chinese Wholly Foreign Owned Enterprise.
- Finding a shop to rent and a contractor to renovate it and passing police and fire department inspections and interrogations!