The Bottom Line
- The contents take readers from the planning stages to the operations of a retail store.
- Rick Segel's ancedotes and writing style add the right touch of entertainment to this business book.
- Book comes with a CD featuring basic business forms, sample financial reports, and checklists.
- Experienced retailers may not take away any new information or advice.
- Some topics are barely mentioned and could use a deeper explanation.
- Chapters 1-4 focus on understanding retail and whether or not you (and your business model) have what it takes.
- Chapters 5-7 covers the selection of location, merchandise and creating a store image.
- Chapters 8-10 back up to the business plan. This section also explains some of the permits and other paperwork required.
- Chapters 11-14 combine daily store operations with staffing and legal responsibilities.
- Chapters 15-18 gleem some of the best promotional and marketing ideas from Rick Segel's experience in retail.
- Chapters 19-21 teach basic sales techniques and how to use the Internet and in-store merchandising to sell.
- Chapters 22 and 23 briefly covers accounting, financial statements and other cash flow facts a retailer should know.
- Chapters 24-28 entertain us with ten myths, ten mistakes, ten keys to success and other retail tips.
Guide Review - Retail Business Kit for Dummies by Rick Segel
This book combines two favorites, the easy-to-read layout of the typical For Dummies book and the entertaining humor and business savvy of successful retailer, speaker, and author Rick Segel.
It is a retail primer that should be on the recommended reading list for anyone considering opening a store. The sample reports and forms, tips for writing effective business planss and marketing advice are all far more valuable than the price of the book. Retailers already doing business may learn a little and laugh with the marketing guru, but Retail Business Kit for Dummies is geared more for those who have never worked the other side of a retail checkout counter.