Start your own store: managing, merchandising, and evaluating.

The authors use a case approach to provide the reader with an informative guide to owning and operating a store. They begin by citing evidence that operating a sound business can be an arduous task, but one which is made easier by careful planning and

resourcefulness on the part of the owner. The authors provide incentive for prospective store owners to make a contribution to economic development by presenting statistics on the considerable impact that small retail establishments have on the United States' gross national product. They warn, however, that owners must acquire a number of management skills.

In a single volume, the authors introduce readers to these skills by "walking them through" the establishment of a women's apparel store from the initial planning stage through its first year. At the end of each chapter are practical assignments that will allow the reader to explore currently existing small store operations and/or do preliminary work toward the establishment of a retail store. Supplementing the chapters is information about government regulations, insurance requirements, Small Business Administration (SBA) loans, and SBA publications. Even more commendable are the examples that are provided of the many business forms necessary to evaluate financial and merchandise management activities.

There are a few minor flaws. For example, the authors indicate in their section on "How This Book May Help You" that Chapter Six, "The Need for Professional Advice," should probably be the opening chapter. The reviewer concurs with their assessment. Their rationale for placing this information in the sixth chapter was that the subject "might be a little too heavy for an opening discussion." The book might have been improved by presenting a discussion of the need for professional advice and a personal assessment along with a simple financial overview in Chapter One, saving the "heavy material" for the chapter on financial control.

While there is an adequate outlining of the pros and cons of sole proprietorships and partnerships, no attention is given to the sub-chapter S option in the exploration of forms which businesses can take. A full explanation of the impact and value of the sub-chapter S option is perhaps beyond the scope of this book, but it is a tax option worthy of mention, and one which the small business owner could consider with the advice of a certified public accountant.