Product knowledge and an enthusiasm for the target market are essential ingredients of any business, but they are not the only ones. Indeed, business sense and acumen are ultimately more important - without them, product knowledge and enthusiasm may not be enough to keep the business alive.
Including all necessary information to run a successful business, this book covers the selection of location and shop premises, buying stock, engaging staff, displaying goods, keeping accounts, dealing with cash flow, and VAT. The author also advises on mail order and internet sales, publicity and marketing.
