| Acknowledgments | xii |
| Introduction | xiii |
| Chapter 1 | Understanding Your Target Market | 1 |
| Defining the Market | 4 |
| Who Is the Typical Gift Basket Buyer? | 4 |
| Guarantee Their Satisfaction | 12 |
| Matching Your Baskets with Customers' Needs | 13 |
| Customer Service That Keeps Them Buying | 14 |
| Chapter 2 | What It Takes to Succeed | 19 |
| A Plan of Action | 19 |
| Honestly Assessing Your Abilities | 21 |
| Love and Support from Family and Friends | 49 |
| A Winning Attitude | 51 |
| Building a Superb Reputation | 51 |
| Chapter 3 | Home Office and Workspace Setup and Structure | 55 |
| Choosing a Business Name | 55 |
| Should You Consider a Trademark? | 56 |
| Local Name Registration | 58 |
| Sales Tax Collection | 58 |
| Zoning Issues | 60 |
| Working with an Accountant | 61 |
| Choosing a Business Structure | 62 |
| Choosing an Attorney | 64 |
| Insurance Needs | 65 |
| Finding Space in Your Home | 66 |
| Organizing Your Workspace | 66 |
| Maintaining Product Catalogs | 69 |
| Projecting Your Best Professional Image | 70 |
| Chapter 4 | Selecting Your Inventory | 79 |
| Checking In with the Health Department | 79 |
| Profitable Occasions and Events | 80 |
| A Shopping List for Success | 81 |
| Where to Buy Products | 86 |
| Buying in Bulk Versus Retail | 89 |
| Obtaining Credit | 89 |
| Understanding Buying Terms | 92 |
| Free Samples for the Asking | 94 |
| Co-op Buying Opportunities | 94 |
| Home-Based Holds on Wines and Alcohol | 95 |
| Chapter 5 | Gift Basket Design Tips and Techniques | 97 |
| Step 1 | Filling the Basket | 97 |
| Step 2 | Planning the Product Placement | 99 |
| Step 3 | Product Anchoring | 100 |
| Step 4 | Finishing Touches | 103 |
| Step 5 | Wrapping the Creation | 105 |
| Design and Construction Changes | 108 |
| A Word about Shrink-Wrap | 111 |
| Style by Trial and Error | 112 |
| Themes, Colors, and Other Considerations | 112 |
| Maintaining Bug-Free Baskets | 113 |
| Keeping Wrapped Baskets Dust-Free | 114 |
| Pricing Your Baskets for Profit | 115 |
| Tracking Production Time | 119 |
| Chapter 6 | The Elusive Corporate Market | 121 |
| Why Corporations Need Gift Baskets | 121 |
| Who Makes the Decision to Buy? | 122 |
| Where and How to Find Corporate Clients | 122 |
| Choosing the Best-Selling Themes and Products | 125 |
| Approaching Them with Care: Techniques and Key Words That Sell | 127 |
| Getting Past the Gatekeeper | 130 |
| They've Responded! Now What? | 132 |
| The Meeting: Getting Down to Business | 133 |
| Discounts, Deposits, and Collecting Payment | 137 |
| What to Do after the Sale | 138 |
| Problems, Concerns, and Solutions | 140 |
| Asking for Referral Business | 142 |
| In Case of Error, Break Glass | 142 |
| Chapter 7 | Advertising and Promotion | 145 |
| Advertising Specialties | 145 |
| Selectively Spreading the Good News | 146 |
| Meeting New and Interesting People | 155 |
| Selling on Consignment | 156 |
| Advertising on the Internet | 158 |
| Preparing for Slow-Selling Seasons | 165 |
| Establishing a Toll-Free Number | 165 |
| Chapter 8 | Delivery Methods | 169 |
| Making Your Own Deliveries | 169 |
| The Basics for a Smooth Delivery | 171 |
| Securing Baskets in the Car | 174 |
| Keeping Your Car in Good Condition | 175 |
| Finding a Reliable Courier | 176 |
| Choosing a Shipping Service | 177 |
| Protecting the Cargo | 180 |
| Proper Attire for the Traveling Basket | 183 |
| Charging Your Customers Appropriately | 183 |
| Chapter 9 | Checks, Balances, and Payments | 187 |
| Reliable Recording Systems | 187 |
| Records You Need for Business and Taxes | 189 |
| Keeping Everything in Order | 193 |
| Opening a Business Checking Account | 199 |
| Accepting Checks and Credit Cards | 201 |
| Installing a Merchant Credit Card Account | 203 |
| Withdrawing Money for Personal Use | 207 |
| Chapter 10 | Competition | 209 |
| Will the Real Competition Please Stand Up? | 209 |
| Spying on the Competition | 212 |
| Competitive Advantages | 214 |
| Compiling Your Competitors List | 216 |
| Rating Your Own Service | 218 |
| When and When Not to Compete | 220 |
| Chapter 11 | Keeping Customers for Life | 223 |
| Traditional Tactics | 224 |
| Family Matters | 225 |
| Professional Contact | 226 |
| Combining Contests with Newsletters | 227 |
| Teaming Up with Sales-Producing Partners | 228 |
| Chapter 12 | Growth Opportunities | 235 |
| Growing from Part-Time to Full-Time | 235 |
| Recruiting Help | 236 |
| Buying a Business in Whole or Pieces | 240 |
| Showing Baskets on Television | 241 |
| Preparing a Media Kit | 244 |
| Getting Attention with News Releases | 247 |
| Working with Department Stores | 251 |
| You Can Do It! | 253 |
| Appendix | 255 |
| Gift Basket Product Ideas | 255 |
| Associations | 259 |
| Gift Trade Shows | 259 |
| Gift Basket Trade Shows | 261 |
| Gourmet Trade Shows | 261 |
| Gift Industry Permanent Showrooms | 262 |
| Magazines | 264 |
| Software | 264 |
| Videos | 264 |
| Gift Product Sources | 265 |
| Advertising Specialties | 271 |
| Gift Basket Business Web Sites, Classes, and Message Boards | 271 |
| Glossary | 273 |
| Index | 275 |
| About the Author | 280 |
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