book

BUILT FOR GROWTH Expanding Your Business Around the Corner or Across the Globe

by Arthur Rubinfeld, Collins Hemingway

March 2005

Intermediate to advanced

368 pages

9h 25m

English

Pearson

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Dedication
Delving for New IdeasBuilding Big Principles on Simple IdeasPART I, “MAKE NO LITTLE PLANS”PART II, “GO LONG”PART III, “OWN MAIN & MAIN”PART IV, “PUSH THE ENVELOPE”Ideating, Creating, and Executing
Defining Principles Mean Defining BrandTranslating Core Values into Mission into ActionPutting the Mantra into ActionStanding for Something and Delivering
Authenticity and High TouchIt's the Experience, Not the TransactionBeing On TrendSuccessfully Riding TrendsBlue C Sushi: Pulling the Ideas Together to Validate the Concept
Locationing: Selecting the Perfect Real Estate to Present Your BrandLocationing: Conventional Versus TimelessBanking on Classic DesignsMaking the Most of Physical PresenceDiscovering the Sense of Place
Designing for One or Many: The First DecisionUsing Design to Reinvent BrandCreating Brand TouchstonesDeveloping a Unique Value in Design

Knowing Your Target MarketReviewing Models and PrototypesKeeping Design on BudgetConsidering Materials in Terms of CustomersManaging Store ConstructionUnderstanding Cost Versus Brand
Engaging the Senses, Inducing EmotionsProviding Chairs, Mirrors, and Other ComfortsExecuting on the Science of MerchandisingPlacing Merchandise in the StoreFinding the Right 20 Percent of GoodsPerfecting the Art and Science of Merchandising
Serving Customers with a Smile—Remember That?
Creating Systems to Deliver the BrandSupporting All Aspects of BusinessUsing Internal Strengths to Create External Results
Searching for Heart, Not PedigreeTelling the Company's StoryInvesting Wisely in InvestorsAvoiding Mismatches in Mindset, Goals
Winning with Net IncomePutting Expenses to the Test
Expanding the Good Old Retail WayPreparing to Expand: Count the WaysFranchisingLicensingPreparing to Expand: Company-Owned StoresExpanding by Other MeansArea-Owned ManagementAcquisitionJoint VenturesWholesale/Retail ExpansionTuning up the Engine of Success
Proceeding in Rapid but Orderly FashionEvaluating the CompetitionAssessing Other FactorsDeveloping a Method to Expansion Madness
Determining Traffic and Traffic FlowSeeking Proxies and Other NuggetsEyeballing Oil Stains: A Street-Level Look at LocationsApproaching Your Location Like a First DateKnowing Who You're Next ToUsing Analogue Stores to Confirm New Store FinancialsInvesting in Knowledge to Drive Growth
Picking a Particular SiteMapping Concept to DestinationPracticing the Art of Real Estate Expansion
Leasing Versus BuyingFinding the Right BrokerContending with CommissionsProceeding Toward a LeaseNegotiating the DetailsConsidering Other Leasehold ProvisionsScheduling a Site SurveyLeasing the Right “Coming Out” Location
Missing the Shift to SoftnessMcDonald's Addressing Some IssuesIdeating Ways to InnovateLicenseTimingDemographicsMaintaining the Premium PositionThinking About Customers in Fresh WaysFinding a “Social” Concept, Here and ElsewhereSurviving Through Invention
Evolving to Meet Hard TimesMaintaining Values, Updating ConceptRedefining the Customer ExperienceUsing History to Establish the FutureImproving Community LifeBeginning and Ending With Core Values

Content preview from BUILT FOR GROWTH Expanding Your Business Around the Corner or Across the Globe

Part TWO. Go Long

	There are two ways of going on offense. You can become very conservative, or you can go the other direction. I like using the whole field. Just attack. You eliminate the “what-ifs” by getting good players, coaching all the details, and then just letting them play. Don't play conservatively. Put the pedal to the metal and just let your guys go.
	--Mike Martz, head coach of the St. Louis Rams

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ISBN: 0131465740Purchase book