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ویرایش:
نویسندگان: Wyshak. Susie
سری:
ISBN (شابک) : 9781452107080, 1452107084
ناشر: Chronicle Books
سال نشر: 2015
تعداد صفحات: 258
زبان: English
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود)
حجم فایل: 3 مگابایت
کلمات کلیدی مربوط به کتاب غذای خوب، تجارت عالی: چگونه ایده غذای صنعتگر خود را از مفهوم به بازار منتقل کنید: است
در صورت تبدیل فایل کتاب Good food, great business: how to take your artisan food idea from concept to marketplace به فرمت های PDF، EPUB، AZW3، MOBI و یا DJVU می توانید به پشتیبان اطلاع دهید تا فایل مورد نظر را تبدیل نمایند.
توجه داشته باشید کتاب غذای خوب، تجارت عالی: چگونه ایده غذای صنعتگر خود را از مفهوم به بازار منتقل کنید نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.
برای کسانی که آماده دنبال رویاهای غذایی خود هستند (یا حداقل شروع به فکر کردن در مورد آن کنند)، این کتاب ابزارهایی را فراهم می کند تا تصمیم بگیرند که آیا ایجاد یک کسب و کار مواد غذایی خاص برای شما مناسب است یا خیر. چه هدف فروش یک محصول به صورت آنلاین باشد و چه توسعه طیف وسیعی از غذاهای لذیذ برای زنجیره های مواد غذایی، این کتاب راهنما به کارآفرینان امیدوار مواد غذایی کمک می کند تا در همه چیز از مفهوم و تولید گرفته تا فروش و بازاریابی متخصص شوند. نویسنده از مثالهای واقعی بیش از ۷۵ فرد و کسبوکار موفق استفاده میکند تا خوب، بد و زشت راهاندازی یک شرکت غذایی را نشان دهد و پیوندهایی به نمودارها و کاربرگهای مفید برای سادهسازی فرآیند و سازماندهی و تمرکز کارآفرینان ارائه دهد.
For those ready to follow their foodie dreams (or at least start thinking about it), this book provides the tools to decide if creating a specialty food business is right for you. Whether the goal is selling a single product online or developing a range of gourmet foods for grocery chains, this handbook helps hopeful food entrepreneurs become experts in everything from concept and production to sales and marketing. The author uses real-life examples from more than 75 successful individuals and businesses to illustrate the good, the bad, and the ugly of starting a food enterprise, providing links to useful charts and worksheets to simplify the process and keep entrepreneurs organized and focused.
Cover Title Copyright Contents Introduction STEP 1 BONE UP ON THE SPECIALTY FOOD BUSINESS CHAPTER 1 Learn About the Food Industry BURNING QUESTION: Am I Ready for Entrepreneurship? About the Good in Good Food 12 Good Reasons to Start a Food Business 3 Reasons Not to Get into Food 5 Perils and Paradoxes of Specialty Food Learn the “5 Staples” for a Good Food Marketing Mix Inside Scoop: BOLA Granola Uses the 5 Staples to Grow by Small Batches Takeaways Great Business Action Plan CHAPTER 2 Prepare for Greatness BURNING QUESTION: What if I Only Want to Run a Part-Time Business? The Art of Connecting the Dots Set S.M.A.R.T. Goals Prioritize Your Goals Combine Goals and Set Your Life on Fire Investigate Your Options A Little Research Can Answer “What Should I Make?” Make Good Decisions Understand the 80-20 Rule (The Quick Way to Make the Right Decisions) Take Action to Connect the Dots Inside Scoop: Mama Baretta Reaches Out for Success Mind Your Mind, Squash Your Fears Inside Scoop: Punk Rawk Labs Connects the Dots for Success Takeaways Great Business Action Plan STEP 2 COOK UP YOUR BUSINESS IDEA CHAPTER 3 Create Your Mission, Realize Your Vision BURNING QUESTION: Must My Food Really Serve a Lofty Goal? (It’s Just Food!) State Your Mission: Why Are You Doing This? Compare and Contrast: Transforming Business Ideas into Dream Lifestyles Learn the ABCs of How You Can Make Food A Is for Artisaneurs B Is for Business Builders C Is for Community Builders So What’s Your Food Business Personality? Inside Scoop: Tessemae’s All Natural Becomes an Accidental Manufacturer Write Your Vision Statement: Where Do You Want to Go with This? Vision Shortcuts Inside Scoop: Askinosie Chocolate, Stone-Buhr Flour, and Lotus Foods Draw Inspiration from What’s Right in Front of Them Outline Your Guiding Principles: Your Rules of the Road Takeaways Great Business Action Plan CHAPTER 4 Find Your Niche BURNING QUESTION: Do I Really Need a Business Plan Before I Start? 3 Little Big Questions: Who, What, How? Picture Your Customers How to Fulfill Your Customers’ Deepest Needs There’s a Business for Every Customer Need Discover Your Competition Plot Your Company and Product Strategies Step 1: Set Your Big Picture Strategy—Go Broad or Go Deep Step 2: State Your Value Proposition—What’s In It for the Customer? Step 3: Define Your Product Line Inside Scoop: Justin’s Nut Butter Connects the Dots Between Craving and Business Inside Scoop: Ocho Candy Grows on Four Key Pillars Prove Your Idea: Your Tasting-Party Shoot-Out Takeaways Great Business Action Plan CHAPTER 5 Brand Your Business BURNING QUESTION: I’ve Got a Computer. Can I DIY My Brand? What Branding Is and Why It’s Important Inside Scoop: Droga Confections Brands Strategically for Great Food Gifts Draft a Branding Strategy Name and Tagline Your Company and Products Brand and Naming Hierarchy Cheap and Fun Exercises for Names and Taglines Test Your Name, Logo, and Tagline Design Your Logo and Look Verify Availability and Own It Write Your Authentic Story Takeaways Great Business Action Plan STEP 3 MAKE YOUR FOOD PRODUCTS REAL CHAPTER 6 Package Your Product BURNING QUESTION: When Do I Start Working on Packaging? The Point of Packaging Inside Scoop: Sweet Revolution Makes a Big Impact with a Small Footprint Define Your Packaging Elements Packaging and Filling Go Hand in Hand The Packaging for Your Packaging Inside Scoop: Poco Dolce Packs for the Occasion Balance Packaging Sustainability and Function Evaluate Sustainable Packaging Trade-offs Plan and Write Your Packaging Information What the FDA Requires Consider Optional Label Elements and Logos Test Your Packaging Produce Your Packaging Pricing and Pricing and Pricing, Oh My Takeaways Great Business Action Plan CHAPTER 7 Find the Best Ingredients BURNING QUESTION: When Do I Finalize My Ingredient Sources? The Goals: Traceability, Trust, and Transparency Identify Product Certifications That Support Your Promise Certified Organic Gluten-Free (GFCO.org) Fair Trade (FairTradeUSA.org) Kosher (OUKosher.org, OK.org, and more) Non-GMO Project Verified (NonGMOProject.org) How to Source Good Ingredients Takeaways Great Business Action Plan CHAPTER 8 Get into Production BURNING QUESTION: Where Is the Best Place to Start My Food Business? Things All Food Entrepreneurs Go Through You Need to Scale Your Recipe for Production You Need to Practice Licensed, Safe, and Sanitary Production Inside Scoop: Neo Cocoa Envisions Local Chocolaty Goodness Choose Your Production Method and Reality Check the Plan The Joys of Making Food Yourself (for Artisaneurs and Community Builders) The Joys of Good Co-Packers Making Your Food (for Business Builders) Inside Scoop: Rustic Bakery Evolves Organically Inside Scoop: Peas of Mind Realizes Its Vision for Healthful Kids’ Meals Test Your Products Analyze Nutrient Profiles and Shelf Stability Takeaways Great Business Action Plan STEP 4 GET YOUR FOOD PRODUCTS TO MARKET CHAPTER 9 Where Will You Sell? BURNING QUESTION: Do I Really Need to Sell in Stores? Plot Your Sales and Distribution Phases Inside Scoop: Maitelates Alfajores Mixes the Perfect Cookie Business Phase 1: Selling Direct—Higher Profits, Closer Connections Learn Your Online Selling Options Selling at Markets Weddings, Parties, and Corporate Gifts Seasonal Gift Fairs, Festivals, and Craft Shows Inside Scoop: Terra Verde Farms Builds a Business Around a Lifestyle Pick Your Places: Distribution Options at a Glance Phase 2: Selling Wholesale—Higher Volume, Lower Profits, Greater Impact Selling to Local Stores Yourself (a.k.a. Pounding the Pavement) Inside Scoop: Lusty Monk Spreads Itself Engage Food Brokers as Your Sales Team Inside Scoop: Red Boat Fish Sauce Targets Several Channels for Sales Success Good Food and Chains Can Mix Strategize to Sell through Distributors Phase 3: Going International—Massive Reach and Volume Is Exporting Right for You? Get Export Support and Offset Your Costs Quiz International Buyers Takeaways Great Business Action Plan CHAPTER 10 Price Your Products BURNING QUESTION: Can’t I Just Make Up Good Prices? Don Your Pointy-Headed Accounting Hat How to Project Sales Without Any Sales History Determine How Much You Can Charge Understand How Your Price Communicates Your Value What Goes into Your Pricing Account for Your Donations Take into Account How Retailers Really Price How to Quote All-Inclusive Prices for Direct Wholesaling A Few More Pricing Tips and Costing Tricks Takeaways Great Business Action Plan CHAPTER 11 Promote Your Products BURNING QUESTION: How Do I Get the Buzz Started? Understand Marketing: Learn Your AIDAEs Plan Your Marketing Strategy Phase 1: Get Online—Plan. Shoot. Build Set Up Your Domain and Social Media Accounts Define Your Digital Marketing Strategy Bring Your Online Presence to Life Inside Scoop: Back to the Roots Sprouts DIY Success Phase 2: Launch and Ride the Word-of-Mouth Wave Create Good Old-Fashioned Printed Materials Feed Bloggers and the Press Write Your Introductory Press Release What to Expect From Your National Press Mentions Phase 3: Keep the Buzz Alive with Promotions and Marketing Support Master the Social-Media Ecosystem E-mail Your Updates Increase E-mail and Ad Success with Landing Pages Promotions and Deals, Deals, Deals! Pros Cons Paid Advertising Inside Scoop: Amella Caramels Remixes for Marketing Success Takeaways Great Business Action Plan STEP 5 MAKE IT REAL! CHAPTER 12 Now You’re Cookin’: Sell and Engage Post-Launch BURNING QUESTION: What Is “Engagement” Anyway? Cultivate a Service Culture Your Number-One Selling Tool: Samples Master Order Fulfillment Sell Wholesale and Get Repeat Orders Stash Some Cash Before Selling Wholesale Meet Wholesale Buyers at Trade Shows Win Awards Manage Your Time and Measure Your Results Takeaways Great Business Action Plan CHAPTER 13 Set Up Your Business BURNING QUESTION: How Much Money Do I Need? Understand the Importance of Structure Set Up Your Back-Office Systems Build Your Support System: Commune, Contract, and Hire Share and Bond with Fellow Food Entrepreneurs Tap In to Experts Explore Consultants and Coaches Attract a Great Team: Who and How Pick the Right Vendors Attract the Right Hires Inside Scoop: Rooibee Red Tea Builds on Connections Decide on Your Business Structure Inside Scoop: Runa Guayusa Organizes to Maximize Good Fund Your Food Company Personal Funding: Chipping In (Yourself, Friends, Family, Crowdfunding) Loans: Payback Time Investors: Giving a Piece of the Pie (Angels, Venture Capital) Inside Scoop: SchoolHouse Kitchen Learns the Hard Way about Structuring a Business Takeaways Great Business Action Plan CHAPTER 14 So You Really Want to Start a Food Business? BURNING QUESTION: Is It That Complicated? From Pie in the Sky to Reality Inside Scoop: Squarebar Charts a Good Food Business Playbook Sketch Out Your Business Plan Start with an App or a One-Page Plan Graduate to a Big, Formal Plan Your Plan Can and Will Change Rethinking? Re-Imagine the Idea of Good Food Time to Connect the Dots Food Business Glossary 10 Easy First Steps and Further Reading Acknowledgments and Many Thanks Index A B C D E F G H I J K L M N O P Q R S T U V W Y Z About the Author Chronicle Ebooks