Introduction -- For those who love elderberries and fine cheese : starting your own gourmet store -- Getting down to practicality : launching your business -- Making it your own : the basics of buying a gourmet shop -- How to get support without being hampered : investing in a franchise -- Planning for success : writing a business plan -- Boots on the ground : pre-opening activities -- Your greatest asset : successful employee relations -- The reason you're in business : your customers -- Getting the word out : marketing your business -- Public relations : how to get customers in the door with little cost -- From appliances to zucchini : choosing your sales mix -- Helping you to do your job : equipping your store -- A welcoming space : public areas of your store -- A place to get things done : back-of-the-store work areas -- Creating a team : your store staff -- How to get what you want : purchasing inventory -- All about money : cash flow -- Accounting 101 : financial management and budgeting -- Balanced budget : basic cost control for retail operations -- Efficiency : controlling your labor costs -- Appendix A: Resources : build your own network -- Bibliography -- Photo credits -- Glossary -- Index.