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.