1. GETTING STARTED. Market Research. Are You Ready for Retailing? Is a Franchise Right for You? Buying an Existing Business. Writing a Business Plan. Selecting Your Business Format. Setting Up a Partnership. Financing Your Business. Permits and Licenses. Finding the Perfect Location. Naming Your Store. Developing a Logo. Stating Your Mission. Where to Get Help. Time to Get Started. 2. MANAGING YOUR STORE S FINANCES. Setting Up the Cash Registers. Will That Be Cash, Check, or Charge? Bookkeeping 101. Accounting Reports. Working with an Accountant. Budgets and Future Planning. Tips for Taking Inventory. Setting Up Your Business Office. The Bottom Line. 3. STORE DESIGN. Establishing a Design Budget. Remodeling Your Store. The Design Concept. The Storefront and Entrance. Layout. Flooring Materials. Wall Treatments. Lighting. Ceilings. Selling on Several Levels. Deciding What Merchandise Goes Where. Interior Signage. The Checkout Area. Security Concerns. Background Music. Creating an Aromatic Environment. Storage, Offices, Lounges, and Other Backstage Needs. 4. MERCHANDISE BUYING. Targeting the Typical Customer. Establishing a Buying Budget. Where to Look for Merchandise. What to Order. Determining Quantities. Buying on Consignment. Developing Your Own Products. Direct Importing. Inventory Control. Seasonal Planning. Planning for Displays and Promotion. Working with Sales Reps. Buying Trips. Credit References. The Purchase Order Form. Placing Purchase Orders. Specifying Shipping Preferences. Setting Retail Prices. Developing Vendor Relations. 5. VISUAL MERCHANDISING. Checking in Merchandise. Pricing the Merchandise. Displaying the Merchandise. Maintaining Good Merchandising. Using Shop Windows Effectively. Display Mistakes to Avoid. Visual Merchandising in the Future. 6. STAFFING YOUR STORE. Do You Need Employees? Being the Boss. Hiring for Specialized Job Functions. The Role of the Store Manager. Appealing to a Shrinking Workforce. Where to Find Good Employees. The Hiring Process. Government Forms for New Employees. The Employment Agreement. Training the New Employee. The Employee Handbook. Flexible Scheduling. Compensating Employees. Benefits and Perks. Open Book Management. Employee Evaluations. The Legalities of Firing. The Exit Interview. Creating Team Spirit. 7. CUSTOMER FRIENDLY POLICIES ANS SERVICES. Motivating Employees to Provide Good Customer Service. Setting Store Policies. Customer Convenience and Comfort. Services beyond the Ordinary. Evaluating Customer Service. Can You Do It All? 8. ADVERTISING YOUR SHOP. Establishing an Advertising Budget. Targeting Your Market. Choosing the Media You Use. Using an Advertising Agency. Stretching Your Budget through Co Op Advertising. The World of Print Advertising. Telephone Directory Advertising. Advertising in the Store. Direct Mail: Building a List. Broadcast Media: Radio. Advertising on TV. Riding the Electronic Waves: Retailing on the Internet. Evaluating Your Advertising. Advertising When Sales Are Down. Alternative Uses of Advertising. 9. CREATIVE PROMOTION AND PUBLICITY. Sales, Sales, Sales. Promotional Methods and Ideas. Special Events to Attract Customers to Your Store. Publicity and Public Relations. 10. GOOD WORKS ARE GOOD BUSINESS. Charitable Donations: What to Give and Who to Give It To. Fund Raisers and Benefits. Selling Goods That Do Good. Environmentally Sound Retailing. Giving Something Back. Community Leadership. Giving Time. The Rewards of Giving. 11. MANAGING DURING TOUGH TIMES. Crime, Disasters, and Other Crises: Insurance and Prevention. Customers Can Be Trouble. Personnel Woes. When Your Business Is in Financial Trouble. Responding to Bad Publicity. Keeping an Upbeat Attitude. 12. LOOKING TO THE FUTURE. Riding the Wave of Success. Small Can Be Beautiful. Multiple Stores: Growing Your Business. Moving On. Life Planning Issues for Specialty Shop Owners. Running the Mature Business. Retailing for the Future. Glossary. Resource Guide. Index.
CAROL L. SCHROEDER is the co owner of Orange Tree Imports, a $1.3 million gift and kitchenware store in Madison, Wisconsin. She has almost three decades of experience in specialty shop retailing, beginning with the Scandinavian furniture store she and her husband Dean transformed into a unique shop featuring gourmet products, toys, seasonal decor, foods, jewelry, stationery, soaps, and more. Orange Tree Imports was chosen as one of five Millennium Retailers in the United States by Gifts and Decorative Accessories magazine and was voted "Best in Business" by In Business magazine.