It will take a lot of time and energy, but if done right and you put %100 into it, the rewards can be HUGE later on down the road.
GIGANTIC tax savings for one.
If you work for someone making 100k, you spend approx 40-45k in taxes.
You own the bus and make 100k, you spend around 10k in taxes.
Now do the math for 300k, 500k, etc and you get the picture.
You'll invest a LOT in advertising if you want to generate bus and constantly paying out in advertisement. Although somethings just sell themselves. You'll net an web site built, ad's online, directories, fliers, maybe local stations, newspapers, magazines, catalogues etc and this can add up FAST!
Second, DO NOT do a DBA, either INC. or LLC or have your accountant walk you through.
Oh and last but not least, offer Starbucks coffee.
09' Ice Blended Peppermint Mocha Frappuccino
10' Venti Mocha Latte spilled some of it, was too hot
11' Peppermint Mocha W/Extra Shot of Espresso
12' Eggnog Venti Latte
14' Standard Drip (since a Venti latte went up 20 cents)