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Dedication
by James E. Dion
The Complete Idiot's Guide to Starting and Running a Retail Store
Title Page
Dedication
Copyright Page
Part 1 - When I Grow Up, I Want to Be a Retailer
Chapter 1 - So You Want to Be a Retailer
Chapter 2 - Retail Legends—Can You Be One?
Part 2 - Sizing Up Your Options and Your Competition
Chapter 3 - Evaluate Your Idea
Chapter 4 - Know Thy Competition
Chapter 5 - Know Thy Industry
Part 3 - What You Can Imagine, You Can Achieve
Chapter 6 - Define Your Vision and Determine Your Strategy
Chapter 7 - Develop a Solid Business Plan
Chapter 8 - Raising Capital
Part 4 - Running the Store, or Wearing Many Hats
Chapter 9 - Structuring Your Business and Protecting It
Chapter 10 - Finding the Right Location and Its Costs
Chapter 11 - Buying the Right Stuff at the Right Price
Chapter 12 - Managing Your Inventory
Chapter 13 - Designing the Store to Optimize Sales
Chapter 14 - Creating Product Displays That Sell
Part 5 - Nuts and Bolts of Opening and Running the Store
Chapter 15 - Market Your Store and Get Customers to Come Back
Chapter 16 - Find the Right People
Chapter 17 - Training and Motivating Your Sales Associates
Chapter 18 - Serve Your Customers
Chapter 19 - Picking the Right Technology
Chapter 20 - Using the Web
Chapter 21 - Know Your Numbers
Chapter 22 - Negotiate Like
Part 6 - On the Right Track
Chapter 23 - Year One Perf ormance—What to Measure
Chapter 24 - Year Two and Onward— Benchmarking
Chapter 25 - How to Avoid Losing Customers
Chapter 26 - Mining the Gold in Your Customer Database
Appendix A - Glossary
Appendix B - Further Reading and Resources
Appendix - Worksheets and Checklists
Index
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The Complete Idiot's Guide to Starting and Running a Retail
This book is dedicated to my wife Stefania, who is also my invaluable business partner and every day gives me a new reason to love her. And to Julie, Marie, and Jamie, the best children a Dad could ever want.
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