Shock, Bowen, Stefanelli:

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Instructor Companion Site

Table Of Contents

Chapter 1: Introduction: "What am I Getting Myself Into?"

Chapter 2: Location: "Where am I Going to Put This Place?"

Chapter 3: Environmental Analysis: "What am I Up Against?"

Chapter 4: Identifying Your Markets: "Who are My Customers, and What do They Want?"

Chapter 5: Menu Development: "What Should My Sales Kit Look Like?"

Chapter 6: Pricing "What Should I Charge for This Stuff?"

Chapter 7: Service "How Do I Get My Staff to Give the Right Amount of Attention?"

Chapter 8: Other Income Streams: "How Much Extra Stuff Can I Sell?"

Chapter 9: Communications: "How Do I Get on the Guest's Radar Screen?"

Chapter 10: Technology: "How Do I Surf My Way to Success?"

Chapter 11: Marketing Plan and Budget: "How Do I Figure Out What to Do and How Much It Will Cost?"
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