Retail Business Kit for Dummies (Paperback)

by Rick Segel (Author) "You must also decide where to locate your business for optimal success (see Chapter 6) and how to design your store to make it attractive..." (more)
Key Phrases: daily sales envelope, state retail association, misery meter, Rick's Random Rule, Main Street, Retail Filter (more...)

Editorial Reviews

Product Description
Do you dream of opening up your own retail business, but don’t know how to get started? In Retail Business Kit For Dummies, retail marketing guru Rick Segel gives you the expert advice you need to get your business on its feet, with unbeatable advice on branding, marketing, and merchandising. You’ll figure out how to start and run your business, including day-to-day operations and procedures as well as all the little details retail professional handle on a daily basis.

If you’ve ever wanted to make your living interacting with customers and being your own boss, this book offers all the inside advice you need to get going. In fact, this book is perfect for anyone:

• Who wants to be her own boss
• Considering a career in retailing
• Who loves working with people
• Thinking about opening their own business
• Who loves to sell

Retail Business Kit For Dummies covers all the nuts and bolts of setting up shop — finding the perfect location, choosing and purchasing merchandise, and hiring employees. You’ll also discover how to write a business plan and deal with paperwork like taxes, permits, registrations, and other requirements. There’s also great advice on the art of selling and the fundamentals of promotion and advertising. You’ll also benefit from such practical advice like the ten keys to retailing success and ten ways to impress customers. And there’s much more:

• Branding your business
• Identifying and targeting your ideal customer
• Developing a marketing plan
• Pricing your merchandise
• Fulfilling legal and financial responsibilities
• Getting the word out
• Choosing the right media to advertise in
• Setting up and running a sale
• Fundamentals of accounting and financial statements

The book also includes a helpful CD-ROM packed with sample financial reports, customizable legal and business forms, checklists, and tools for building your own coupons, gift certificates, and much more. Whether you’re thinking about starting a business or need help running the business you already own, Retail Business Kit For Dummies is the fun and easy guide to big profits.

From the Back Cover
"Packed with proven strategies from our industry's best sales trainer."

Includes step-by-step instructions to take you from start-up to success story

"This must-have guide brings Rick's knowledge of the retail industry to life."
Dying to open up a retail business but scared to even start? Relax! Let retail marketing guru Rick Segel show you the way. From expert advice on branding, marketing, and merchandising your goods and services to savvy strategies for creating eye-catching displays, this essential guide will put you in business in no time at all!

all this on the CD-ROM
Sample financial reports and legal forms
Business forms that you can customize and print out
Employment forms and work schedules
Checklists for running fantastic sales and promotions
Sample coupons, store membership cards, gift certificates, and more!

Discover how to:
Pick a location and select merchandise
Write an effective business plan
Define your customer base
Write press releases and ads
Handle permits, taxes, and legal issues
Use e-retailing effectively

See all Editorial Reviews

Product Details

• Paperback: 384 pages
• Publisher: For Dummies (June 15, 2001)
• Language: English
• ISBN-10: 076455381X
• ISBN-13: 978-0764553813
• Product Dimensions: 9 x 7.3 x 1 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars See all reviews (14 customer reviews)
• Amazon.com Sales Rank: #321,954 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

75 of 77 people found the following review helpful:

4.0 out of 5 stars Great for basics, too general for experienced marketers, October 12, 2003

By	Karen Davis (San Diego, California USA) - See all my reviews

I should preface this review by saying that I am probably not the typical reader the author had in mind when writing this book. As a marketing consultant, I was recently was engaged to develop retail feasibility study and project plan for an Internet retailer planning their first bricks and mortar store. Although I have retail marketing experience, I bought this book to make sure that I had all bases covered and to get some fresh ideas on visual merchandising, retail POS systems and operations for small retailers.

This book is a great tool for a would-be entrepreneur thinking about starting their first retail business. It covers all the basics needed to plan, set up and manage a retail business, from writing the business plan to making the business a reality. The author makes good use of case studies which illustrate some of the retail successes and failures that he has observed. Another feature I found particularly useful are the tips on all aspects of retailing that could take years of trial and error to learn on your own. Last but not least the CD contains a wealth of useful forms and checklists.

Some areas that I would like to see developed in future editions are:

* Visual merchandising and store layout - more on principles and examples of floor plans
* Software suggestions - small business retail POS systems, planogram and merchandising design software
* Sample budgets and project plans
* Links to online sources of information - where to find designers, software, sales staff etc

To summarize, an excellent book on retail basics and if Rick Segel writes an "Advanced Retailing for Dummies" book, I will be the first customer.

69 of 72 people found the following review helpful:

5.0 out of 5 stars Everything You Need to Know About Retail Businesses, September 6, 2001

By	Sherri Nuss (Hickory, NC USA) - See all my reviews

Hi, Amazon.com shoppers. I would like to say a few words about Retail Business Kit For Dummies. I work in the retail industry, and I was drawn to this book because I heard Rick Segel speak several years ago. He was so funny and inspirational, and I really enjoyed his presentation, unlike some speeches I've heard that put me to sleep. So, I was curious about this book. Let me say that I was not disappointed. I felt that Rick's personality really came across, which made the material very fun to read. (IMHO, it doesn't matter how valuable the information is if it's written in a dry and boring style.) I think the little anecdotes and true stories that he scatters throughout are a great way to illustrate the points he makes. For example, I really liked a story he told about a jewelry store owner who sent out a very elaborate (read, expensive!) invitation to a private sale to his best 78 customers. Almost 50 of them came to the event and spent money, results that totally blew away the response he had gotten to the thousands of cheap postcards he sent out in past promotions. The moral? It pays to focus on your very best customers, even if you have to spend a little more.
Basically, I learned a lot of tips and tricks of the trade that I can share with my colleagues. What a great book! To anyone who's reading this review, check it out! It gives you a ton of great insights you'll appreciate.
Thanks for listening (well, reading!) and have a great day!

37 of 39 people found the following review helpful:

5.0 out of 5 stars All the information I needed!, September 6, 2001

By	Karrie G. Fath (Ft. Irwin, CA) - See all my reviews

What can I say about this book?
I bought it because I'm thinking about opening my own little gift shop. It's been a dream of mine for a long time, but I've never known where to begin. You know, it's not all fun and games. With all the stuff you have to learn about taxes and legalities, it can be downright intimidating.
After reading Retail Business Kit For Dummies I understand a lot more about what it's like to operate a store. It covers everything. I don't feel so intimidated now!

Thanks, Rick Segel! I'm still not sure if I'm going to do it, but at least now I can make an informed decision.