| Acknowledgments | ix |
| 1 | So You Think You Want to Be a Caterer? | 1 |
| Do You Have What It Takes? | 2 |
| Opportunities in Catering | 3 |
| Hotels | 3 |
| Airlines | 4 |
| Private Parties | 4 |
| Local Markets and Stores | 4 |
| Special Events | 5 |
| Does It Pay to Go to Cooking School? | 5 |
| Apprenticeships: Learning by Doing | 6 |
| Learning from the Mistakes of Others | 7 |
| Learning from Your Own Mistakes | 7 |
| Getting Organized | 9 |
| Leaving the Security of a Job | 9 |
| How This Book Is Organized | 11 |
| 2 | Working out of Your Home | 13 |
| Setting Up and Office | 16 |
| Training Family and Friends to Take You Seriously | 19 |
| Employing Family Members | 20 |
| Complying with City Ordinances | 21 |
| Working with Your Local Health Department | 23 |
| Sharing a Kitchen | 23 |
| Renting a Kitchen on a Per-Day Basis | 25 |
| Outfitting Your Kitchen | 25 |
| Smallwares and Utensils | 26 |
| Finding Used Equipment | 28 |
| What to Look for in a Good Knife | 28 |
| Setting Up Your Pantry | 29 |
| Transportation | 30 |
| Establishing Relationships with Wholesale Purveyors | 30 |
| Your Next Step | 31 |
| 3 | Writing a Business Plan | 33 |
| How to Structure Your Business | 34 |
| Writing a Business Plan | 36 |
| Step 1 | Writing the Summary Statement | 37 |
| Step 2 | Defining Your Niche | 38 |
| Step 3 | Drawing Your Organizational Chart | 40 |
| Step 4 | Describing Company Management and Operation | 41 |
| Step 5 | Your Marketing Plan | 45 |
| Step 6 | Creating a Menu | 46 |
| Step 7 | Crunching the Numbers | 46 |
| Step 8 | Projections for the Future | 49 |
| Business Books, Software, and Videos | 52 |
| 4 | The Legal Aspects of Your Catering Business | 55 |
| Why You Need a Good Attorney | 55 |
| Insurance: Can't Live with the Premiums, Can't Live with the Risk | 56 |
| Start-Up Coverage | 57 |
| Product Liability Insurance | 57 |
| Public Liability Insurance | 57 |
| Workers' Compensation Insurance | 58 |
| Written Agreements and Contracts | 59 |
| Working with Subcontractors or Suppliers | 60 |
| Employees | 60 |
| Hiring Versus Leasing Employees | 68 |
| Employees Versus Independent Contractors | 68 |
| Labor Practices | 68 |
| Applications/Job Interviews | 69 |
| Job Descriptions/Policy Manuals | 70 |
| Becoming a Great Manager Boolist | 74 |
| 5 | Setting Prices, Estimating Quantities, and Writing Proposals | 77 |
| How to Price Your First Menus | 77 |
| Calculating Your Kitchen Labor | 86 |
| How to Estimate the Right Food Quantities | 87 |
| The Age-Group of the Guests | 87 |
| The Guests' Lifestyle | 87 |
| The Style of the Party | 88 |
| The Time of the Party | 88 |
| The Nature of the Party | 88 |
| Clients' Concern about Running Out of Food | 88 |
| Quoting Other Party Costs | 89 |
| Estimating Wait Staff | 89 |
| Disposables | 91 |
| Floral, Decor, and Subcontractors' Services | 92 |
| The Art of Bidding and Writing a Proposal | 92 |
| How to Stay Profitable When You're Working with a Fixed Price | 96 |
| Closing the Deal | 102 |
| From Computer Software to the Internet: High-Tech Help for Caterers | 103 |
| 6 | Sales and Marketing | 107 |
| Sell, Sell, Sell | 108 |
| Defining Your Niche | 109 |
| Social Catering | 109 |
| Corporate Catering | 111 |
| Community Affairs | 112 |
| Choosing a Name and Logo | 112 |
| Designing Promotional Pieces | 114 |
| Making Your Menus Part of Your Marketing Program | 116 |
| Standing Out from the Crowd | 118 |
| Keeping a Portfolio | 119 |
| Putting Together a Promotional Kit | 121 |
| Drumming Up Business | 124 |
| Getting Referrals and Repeat Business | 125 |
| Advertising | 126 |
| Tracking Your Success | 127 |
| Inexpensive Pamphlets from the Small Business Administration | 128 |
| 7 | Crunching the Numbers | 129 |
| Making Good Use of Your Accountant | 130 |
| Accounting Systems | 136 |
| Buying Computers and Software | 138 |
| Invoicing | 139 |
| The Artist Versus the Businessperson: Why So Many Caterers Fail | 140 |
| 8 | Setting the Stage for a Successful Party | 141 |
| Before the Party | 141 |
| Organizing Your Time and the Party Setup | 143 |
| The Menu and Start-up | 145 |
| Scheduling Staff and Assistants | 150 |
| Arranging Transportation and Packing Out Your Party | 152 |
| Getting Down to the Wire | 158 |
| 9 | Pulling it off With Ease | 161 |
| The Day of the Party | 161 |
| Getting to the Party | 164 |
| Arriving at the Party Site | 165 |
| Winding Down: Why Your Party Has to End on Time | 167 |
| Report Cards from Staff and Clients | 167 |
| How a Staff Report Works | 169 |
| The Day After | 172 |
| Two Days Later | 174 |
| Three Days Later | 175 |
| Two Weeks Later | 176 |
| 10 | Solving Problems | 179 |
| Appendix | 191 |
| Culinary Schooling/Education | 191 |
| Recommended Reading | 194 |
| Trade Shows | 198 |
| Professional Organizations | 199 |
| Suggested Seminars | 201 |
| Index | 204 |
| About the Author | 213 |