The nature of the entrepreneurs' product - cold cereal, which doesn't require cooking or heating - means they can cater large events cost effectively, said Kenneth. The Flamingo event served about 250 to 300 and required little more than an employee's SUV. Once they start promoting the service, the trio is hoping they can host about six catering events a month, which they estimate could bring in an additional $70,000 a year.

``We're trying to find ways to make money off this that were never budgeted for on our business plan,'' said Kenneth.

The trio are also trying to figure out how to build on what appears to be their natural strengths - youngsters and health aficionados.

READY TO PARTY

The Bowl has agreed to host three birthday parties to see - among other reasons - if they can use the events to fill mid-afternoon lulls. But it's also part of The Bowl's philosophy of giving customers what they want, said Glassman, the vice president and general manager.

He recently spent his one day off getting ready for the first of those parties.

``They're some of our regulars,'' he said of the gaggle of teenagers he was expecting. ``Sometimes they come twice a day, and they were so excited about this - as much as it is my day off - that I promised them I'd be here.''

Another trend they spotted early on is the brisk sales of healthier fare. And that has had them visiting the local gyms to try to learn what the fit community wants. In coming days, the trio will be creating a new calorie-counting menu board that highlights their healthy options and will include such additional toppings as pumpkin seeds and whey.

While things are off to a good start, there's always room for improvement. The surge and lull of the business day has required shuffling of the staff. And the trio are just now getting a handle on their ordering.

Since they've turned over inventory control to one of their managers, they haven't run out of any key ingredients in more than two weeks, Kenneth reports.

COLLEGE RECRUITING

And then there's the issue of the missing college students. Kenneth has been accepting offers to speak at UM clubs and classes that deal with entrepreneurship, and The Cereal Bowl has just entered into an agreement with a marketing firm that should help raise awareness on campus.

But it could be months - or longer - before they can fully absorb and react to all the things they are learning about their customers, said Josh.

``The store is never going to be perfect; we are still tweaking things,'' he said. ``It has been a learning experience for all of us - nothing has been this educational.''

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