Carol L. Schroeder / Hardcover / Published 1997
A Must Read for the shop owner 'newbie'
Reviewer: Susan Stengel from Virginia February 3, 2000
I read this book while I was writing my first business plan (ever) for a gourmet shop. When
combined with a good plan outline and appropriate market research this book will be all you need
to finish a plan that the bank will love! When the Small Business Admin. reviewed my work they
told me to get to the bank QUICK because I had a great plan with a solid base of research and
strategies. The info in this book was part of the plan's foundation.
Provides an illuminating look into a mysterious business.
Reviewer: A reader July 20, 1997
You have to be in retail before you can appreciate how mysterious and unpredictable it is.
Schroeder overviews the basics of getting started, the basics of retail finance, designing your store,
buying and merchandising, staffing, customer service, and advertising and promotion. Each of
these chapters provides just an overview, although I found her chapter on staffing to be
particularly helpful. The book also provides a very good literature review. There are numerous
books in the bibliography that will make interesting reading. My only regret is that Schroeder
didn't provide more of her own experiences. She has a fascinating story to tell. How a fresh college
graduate can purchase a failing retail chain and turn in around almost immediately is beyond my
abilities. You are left wanting to know more of her story over her 20 years of experience. How did
she really build a small store to $1.5 million in annual sales? Its fun to read a book written not by
a professional author, but by a seasoned retailer who is willing to help others. She has made a
tremendous contribution. Dr. Ken Bailey co-owner, Wicker & Brass Etc.
Reviewer: A reader February 7, 1997
After visiting Ms. Schroeder's store, Orange Tree Imports, I was inspired to open a store of my
own. The 'vibe' of her store is truly inspirational. It is one of those miracles of life that she chose to
write about running her store! The thoughts and suggestions in this book are invaluable to
someone like me, who is interested in opening a store and was inspired by the author's own store.
I can't recommend this book enough.