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| Carol L. Schroeder is the co-owner of Orange Tree Imports, a successful gift and kitchenware store in Madison, Wisconsin. She has over 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. |
| 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 …… 5 Visual Merchandising 6 Staffing Your Store 7 Customer-Friendly Policies and Services 8 Advertising Your Shop 9 Creative Promotion and Publicity 10 Good Works Are Good Business 11 Managing during Tough Times 12 Looking to the Future Glossary Resource Guide Index |
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