Getting schooled.

• Position: EASTERN REGION - Port City Java - Company overview

Expanding in the college market seems like a no-brainer for Wilmington-based Port City Java. There is a captive market with thousands of sleep-deprived students --not to mention staff--ripe for the coffee-shop chain's picking. Port City Java began its march into higher education eight years ago at N.C. State University in Raleigh, but it recently expanded, entering UNC Wilmington and Clemson, Elon and High Point universities. "There's no such thing as a recession on a college campus. If s a different economic structure," says CEO Steve Schnitzler, whose daughter is a sophomore at N.C. State. "[College campuses] do things differently than your mom-and-pop operator."

But growth comes with obstacles. Port City Java started its drive on campus at N.C. State, which handles its own food operations. That made it slightly easier for Port City Java to get a contract. UNCW, on the other hand, contracts with third-party vendor Aramark, and Port City Java had to become an approved partner with the Philadelphia-based company to have a shot at its associated schools. Schnitzler said it's a double-edged sword: Students may prefer an alternative to Starbucks, but being small makes it harder to gain brand recognition as the school population turns over every few years. Universities also tend to take longer to open new enterprises than the private sector. For instance, Schnitzler said Port City Java is in discussions with High Point to open a cafe in a new campus building that won't be completed for two years...