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A valuable primer on all aspects of retail: brand, location, people, finance, property management, expansion strategy, and long-term thinking. Rubinfeld understands the difficulty of the small guy getting started and the big guy keeping the brand fresh. Even an experienced retailer will want to stop and reflect at his insights, which come from many years in every aspect of the business. - From the Foreword by Jeff Brotman, Chairman, Costco Built for Growth shows exactly how to create winning retail brands, how to create a unique, compelling brand even as you establish a rock-solid foundation for long-term success. Arthur Rubinfeld architected Starbucks expansion from 100 stores to nearly 4,000, helping to establish Starbucks as one of the worlds most-recognized brands.

Tabla de contenidos provista por Syndetics

• Foreword
• Introduction
• I Make No Little Plans
• 1 It's About Your Values
• 2 Opportunities, Ideation, and Concepts
• 3 The Importance of the First Store
• 4 Maximizing the Retail Experience Through Design
• 5 Seamlessly Connecting Design to Brand While Staying on Budget
• 6 Merchandising: Maximizing Your Profits
• 7 Customizing Customer Service
• II Go Long
• 8 Blueprint for Execution
• 9 Taking Your Organization Long
• 10 Kicking the Economic Model Into Gear
• 11 Wellsprings to Expansion
• III Town Main & Main
• 12 How to Grow Rapidly Without Stumbling
• 13 Hot Spots, Oil Stains, and the Perfect Location
• 14 A Walk Through the Locationing Process
• 15 Real Estate: Who Needs Who More, When
• IV Push The Envelope
• 16 Innovation as the Path to Growth
• 17 Defining Your Mission in the New Age of Retail
• Index

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Foreword When I was starting out in the retail business a long time ago, first working for my father's clothing store and then starting a couple of retail businesses with my brother, I could have benefited from this book by Arthur Rubinfeld. Built for Growth: Expanding Your Business Around the Corner or Across the Globe is a valuable primer on all aspects of retail: brand, location, people, finance, property management, expansion strategy, and long-term thinking. He understands the difficulty of the small guy getting started and the big guy keeping the brand fresh. This book contains a lot of information that will not be obvious to most people. Even an experienced retailer should stop and reflect on Arthur's insights, which come from many years of experience in every aspect of the business. (Arthur and I first met in the early 1990s, when he directed Starbucks' retail expansion and I was on the Starbucks board.) At Costco, we follow many of the precepts that Arthur describes here. We are fairly sophisticated about analyzing data versus going with our gut, but senior management is also hands on. We go out to the stores. We try to know as much about what is happening on the stores' floors as our sales associates. We are actively engaged with the people involved in evaluating and selecting our merchandise. I am personally involved in real estate and site selection, which remains one of my primary responsibilities. Of course, Costco has fewer stores than most other retail concepts, so each decision is very, very important to us. I recommend that every senior manager stay in touch with the practical day-to-day functioning of the business, especially site selection. Putting together a great team is also important, as is treating employees well. Our management team has been together since our founding more than twenty years ago, and our benefit package is designed to encourage long-term employee retention. Arthur explains the benefits of such practices to retail businesses of all sizes, particularly how investment in quality can provide a better return on investment than the usual approach of cost cutting. Built for Growth should benefit a wide audience, especially people who are out of the retailing mold who want to start their own business. The practical advice is good, and the book provides a broad understanding of brand, an insider's perspective on retail strategy, and a professional's approach to structuring the business. Built for Growth is also easy to read, and Arthur's warmth and intellectual curiosity come through. I agree with him that retail is more difficult than it looks. When you're out there on your own, just getting into the business, you don't know what you don't know. Arthur fills in the blanks. Jeff Brotman Chairman, Costco Corporation (c) Copyright Pearson Education. All rights reserved. Excerpted from Built for Growth: Expanding Your Business Around the Corner or Across the Globe by Arthur Rubinfeld, Collins Hemingway All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

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Library Journal Review

Creating and developing a retail brand can be challenging, but as businessman Rubinfeld and coauthor Hemingway maintain, it must be done properly. Rubinfeld knows whereof he speaks, having played a role in Starbucks's retail expansion and worked on Oakley, Gateway, Adidas, and Washington Mutual brand-building campaigns. The authors intend the book to be "a valuable primer on all aspects of retail: brand, location, people, finance, property management, expansion strategy and long-term thinking." To that end, they advocate a three-step approach-ideate, create, and execute-which, in a nutshell, translates into formulating ideas for a business, creating viable business solutions, and then successfully following through. While the importance of "location, location, location," high-quality retail design, and optimal customer service may seem obvious, the authors stress that these are in fact vital and often overlooked retail building blocks. An informative read for both beginners and seasoned retailers, this outstanding book abounds with insightful case studies and expert advice that should enhance the success of any retail brand. Recommended for public libraries and all business collections.-Richard Drezen, Washington Post/New York City Bureau (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Publishers Weekly Review

Ever walk into a Starbucks and wonder: why didn?t I think of this? But, honestly, do you really understand the merchandising mechanics of getting a million people to line up for a tall vanilla latte, or of matching up a dark green mug and a Norah Jones CD with a drink order? Rubinfeld, Starbucks?s former executive vice president of store development and an advisor to other well-known brands, has given it all quite a bit of thought, and with a writing assist from Hemingway?who also co-authored Bill Gates?s book Business @ the Speed of Thought?he painstakingly shares his blueprint for creating financial and cultural retailing success. This is by no means a relaxing corporate history on the rise of a global coffeehouse. It?s an intense examination of what goes into conceptualizing a viable retail plan. Whether it involves serving sushi on a conveyor belt or selling sunglasses, he explains how to grow a franchise into a powerful marketing presence. From the initial ?ideation? and differentiation of the concept, to choosing the right location for the first store, making the design and merchandising decisions, and attracting venture capital?Rubinfeld walks anyone who wants, or needs, to understand retailing through the thought process at every decision-making opportunity. He does so while continuously drawing examples from the local mall, explaining concepts in terms of what retailers like Oakley, Chico, Potbelly Sandwiches and, of course, Starbucks have done right. He also shares his insights on what others, like the bankrupt candle company Illuminations, did wrong. Rubinfeld sidesteps jargon and avoids cute or memorable phrases... save one: ?retail is detail.? The phrase aptly summarizes the contents of this book?which in its latter chapters even delves into the minutia of real estate management. This is an intricately detailed game plan for becoming the retailing world?s next Starbucks. (Apr.) Copyright 2005 Reed Business Information.

Booklist Review

Online sales and the big-box stores have knocked down prices for consumer goods, essentially squeezing out the "general retailer"--everybody else. So is it crazy to open a bricks-and-mortar retail store now? Rubinfeld, who helped transform Starbucks into one of the world's most recognized retail brands, and Hemingway, best known as the coauthor with Bill Gates on the number-one best-seller Business @ the Speed of Thought 0 (1999), present solid concepts for keeping a brand fresh and innovative. Their book is based on four fundamental principles of retail strategy but built on a holistic,0 integrative approach to designing and implementing a retail business plan. All national brands, they tell us, started out as small, family-owned enterprises.\b \b0 Borrowing from the football phrase "go long," they talk about how to plan big and prepare to expand quickly. The specifics they provide--such as merchandising, licensing, and actual site plans--are valuable tools to both existing retailers and start-ups. --David Siegfried Copyright 2005 Booklist

Notas de autor provistas por Syndetics

Arthur Rubinfeld, the architect behind Starbucks' expansion, helped build Starbucks into one of the world's top brands.

As executive vice president at Starbucks, Rubinfeld built a multi-faceted store development and design organization with the talent, in-house processes, and systems necessary to execute rapid expansion. Under his leadership, Starbucks grew from 100 stores to nearly 4,000 stores worldwide, and established innovative co-tenancy and co-branding relationships with companies ranging from Wells Fargo to Barnes and Noble. Starbucks' store development capabilities remain the standard by which the industry measures brand presentation, real estate site selection, store design, construction management, and asset management.

In 2002, Rubinfeld founded AIRVISION, now emerging as one of the world's leading developers of integrated brand positioning, strategic growth, retail design, and operations. Since its founding, the AIRVISION team has worked closely on the development of many of the nation's most recognized brands including Oakley, Gateway, adidas, and Washington Mutual.He can be reached at arthur@airvision.net

Collins Hemingway is best known as the coauthor with Bill Gates on the #1 best-seller, Business @ the Speed of Thought , and has worked in the business and technology arena for 30 years. A Microsoft director of business development and international marketing, Hemingway was an integral part of the company that virtually defined the digital revolution. Through his firm, Escape Velocity Ventures, he lectures and writes on topics as diverse as management, aviation, medicine, technology futures, and the importance of conscience in creating profitable enterprises.

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