Retail Business Kit For Dummies

Rick Segel is a nationally recognized retail expert who lectures regularly to retail industry giants like McDonald's, Shell Oil, and Dunkin' Donuts.

Introduction. PART I: TESTING THE RETAIL WATERS. Chapter 1: Retailing: How It Really Works and How It Can Work for You. Chapter 2: Defining Your Vision: It Starts With a Dream. Chapter 3: Branding: Making Your Business Memorable. Chapter 4: Getting to Know Your Customer's Before You Even Have Any. PART II: SETTIN' UP SHOP. Chapter 5: Choosing Your Merchandise: What to Buy and Where to Find It. Chapter 6: Location, Location, Location: Finding the Right Place to Do Business. Chapter 7: Designing Stores That Work. PART III: THE DETAILS OF RETAIL: SHUFFIN' PAPERS. Chapter 8: Creating and Working with a Business Plan. Chapter 9: Choosing a Business Structure. Chapter 10: Keeping Public Officials Happy: Permits and Registrations. PART IV: RUNNING YOUR BUSINESS. Chapter 11: Creating Your Internal Systems: The Day-to-Day Stuff. Chapter 12: Getting the Goods: Controlling Your Buying. Chapter 13: Finding, Hiring, and Keeping a Great Staff. Chapter 14: The What-Ifs: Your Legal and Financial Responsibilities. PART V: SPREADING THE WORD WITHOUT GOING BROKE!... Chapter 15: Generating Word-of-Mouth Advertising. Chapter 16: Advertising Vehicles: What to Include in Your Arsenal. Chapter 17: Promoting for Fun and Profit. Chapter 18: Setting Up Successful Sales. PART VI: SELLING MADE SIMPLE. Chapter 19: Selling the Soft Suggestive Way. Chapter 20: Visual Merchandising for the Artistically Deprived and Financially Handicapped. Chapter 21: Selling Online: It's an E-World. PART VII: TAKING CARE OF BUSINESS. Chapter 22: Money Matters: Accounting for Money Coming in and Going Out. Chapter 23: Understanding and Using Financial Statements. PRT VIII: THE PART OF TENS. Chapter 24: Ten Common Retailing Myths. Chapter 25: Ten Keys to Retailing Success. Chapter 26: Ten Common Retail Mistakes. Chapter 27: Ten Reasons to Shop at Independent Specialty Stores. Chapter 28: Ten Ways to WOW a Customer. Appendix: About the CD. Index. Hungry Minds End-User License Agreement. Installaion Instructions. Book Registration Information.