| Preface | vii |
| Chapter 1 | More than One Basket: A Look at the Gift Basket Business | 1 |
| It's All in the Presentation | 3 |
| From Amateur to Pro | 4 |
| What Do You Need to Get Started? | 5 |
| Start-Up Stories | 5 |
| Chapter 2 | Operations: It's Not Brain Surgery, but It Takes Some Skill | 7 |
| Marketing | 8 |
| General Management and Administration | 8 |
| Production | 9 |
| Taking Orders | 9 |
| Purchasing | 9 |
| Billing | 11 |
| The Outsourcing Resource | 11 |
| You'll Design More than Baskets | 12 |
| Chapter 3 | Defining Your Market | 15 |
| Market Research | 16 |
| Individual Buyers | 16 |
| Business Customers | 17 |
| Choosing a Niche | 17 |
| Developing a Product Line | 18 |
| Types of Baskets | 20 |
| Know Thy Enemy | 21 |
| Are You on a Mission? | 22 |
| Chapter 4 | Structuring Your Business | 25 |
| Naming Your Company | 26 |
| Trademarks | 27 |
| Protect Your Mark | 28 |
| Legal Structure | 28 |
| Licenses and Permits | 30 |
| Business Insurance | 32 |
| Professional Services | 33 |
| Create Your Own Advisory Board | 35 |
| Shipping and Receiving | 36 |
| Chapter 5 | Finances: Keep the Cash Flowing | 39 |
| Sources of Start-Up Funds | 40 |
| How Much Do You Need? | 41 |
| Turning Pro | 41 |
| Chapter 6 | Where Will You Start? Locating and Setting Up Your Business | 49 |
| Going Retail | 50 |
| Additional Retail Options | 55 |
| Playing and Working Fair | 56 |
| The Home Advantage | 57 |
| Mail Order | 58 |
| Your Primary Sales Tool | 58 |
| The All-Important Mailing List | 59 |
| Packing and Shipping Tips | 60 |
| Nonretail Commercial | 60 |
| Consignment Sales | 60 |
| Displaying Merchandise | 61 |
| Getting Ready to Work | 62 |
| Should You Buy an Existing Operation? | 63 |
| Business Opportunity or Franchise | 64 |
| What Is a Franchise? | 64 |
| What Is a Business Opportunity? | 66 |
| Chapter 7 | Human Resources: The People Side of Your Company | 67 |
| Look in the Right Places | 70 |
| Evaluating Applicants | 70 |
| Once They're on Board | 71 |
| Employee Benefits | 73 |
| Chapter 8 | Equipping Your Business | 75 |
| Basic Office Equipment | 76 |
| Telecommunications | 79 |
| Other Equipment | 80 |
| Basket-Related Equipment | 81 |
| Inventory | 84 |
| Inventory Control | 88 |
| Basic Stock | 88 |
| Lead Times | 89 |
| Excess Inventory | 89 |
| Tracking Inventory | 89 |
| Vehicles | 90 |
| Security | 90 |
| Chapter 9 | Marketing Your Business | 91 |
| Make Customer Service a Marketing Tool | 92 |
| Get Lost | 92 |
| Give Baskets Away | 93 |
| Reward Referrals | 93 |
| Cold Call | 94 |
| Market to Basket Recipients | 95 |
| Make Yourself Visible | 96 |
| Target Lesser-Known Holidays | 96 |
| Advertising | 97 |
| Trade Shows | 97 |
| Selling in Cyberspace | 100 |
| Public Relations and Promotions | 101 |
| Chapter 10 | Financial Management | 103 |
| Billing | 104 |
| Setting Credit Policies | 105 |
| Red Flags | 106 |
| Accepting Credit and Debit Cards | 107 |
| Dealing with Your Own Creditors | 108 |
| Chapter 11 | Tales from the Trenches | 111 |
| Take Yourself and Your Business Seriously | 112 |
| Give Yourself a Boost When You Need It | 112 |
| Keep Learning | 112 |
| Be Accessible | 113 |
| Take Their Breath Away | 113 |
| Market Your Business Constantly | 114 |
| Don't Market by Price | 114 |
| Stay Focused and Organized | 114 |
| Enhance Your Gift Basket Service with Extras | 114 |
| Guarantee Your Work | 114 |
| Get Feedback | 114 |
| Establish and Maintain Flawless Credit | 114 |
| Trade and Barter Whenever Possible | 115 |
| Play by the Rules | 115 |
| Appendix | Gift Basket Resources | 117 |
| Glossary | 121 |
| Index | 123 |
loading...