Melat, Daria, and Lexus initially thought it would be easy to start an ice cream business. They planned to open Watermelon Point Ice Cream with the backing of Watermelon Point Dairy farm, which had a longtime presence in the area. They quit their jobs, bought equipment, and made commitments for deliveries. But customers told them they needed licenses for food preparation and for serving food. This meant months of waiting to get the licenses. A detailed plan would have given them Responses a performance standard so that customers would be satisfied. a performance standard so that customers would be satisfied. a guide for their actions before the first customer entered the door. a guide for their actions before the first customer entered the door. commitment and motivation to keep going before any customers entered the store.