Оглавление
Bruce McMichael. Cook Wrap Sell
Publishing details
Introduction. Who this book is for
What this book does
CHAPTER 1. Cooking up a Great Idea. Starting your home-based food business
Key steps in creating your business
What’s your niche?
The three Cs of the food business
Cuisine
Cook
Concept
Research
First steps
You’ll know your hobby is ready to become a business when:
CASE STUDY: Edible Ornamentals
Your USP
Finding and keeping your customers
CASE STUDY: Innocent Drinks
Running the numbers
The Food and Drink Federation (FDF)
CHAPTER 2. Types of Food Business
Catering. What is a caterer?
Why choose catering?
Special considerations
Research for outdoor catering companies
Producer: Selling at farmers’ markets, local shops, restaurants,and directly to customers. What is a producer?
Why choose producing?
Special considerations
Hampers
CASE STUDY: Wenlock Hampers
CHAPTER 3. Refining Your Ideas
Focus groups
Don’t be afraid to fail
Get help from food groups
Trend-watching
Solar-powered pop-ups
Food of friends
Home-made kits
Foodie trend-watching on Twitter
Avoiding useless USPs
Having your cake
CASE STUDY: Let it Be Cake
Four-legged customers
Cooking schools
Tutors
Facilities
Cost
UK and Irish cookery schools and resources. Cookery schools
Resources
CHAPTER 4. Planning Your Business
Business plan
CASE STUDY: FoodLovers Britain
Financials
Summary of financial needs
Sales forecast
Profit margins
Cash flow forecast
Capital spending plan
Price and pricing
CASE STUDY: Shrewsbury Bakehouse
Shelia’s top start-up observations
Finally, be prepared
Business plan advice online
Mentors
CASE STUDY: Angelic Gluten Free
CHAPTER 5. Costs and Funding. Costs
A Country Markets cook’s list
From home to business production. Storage
Timing
Cutlery conundrum
Food safety
Negotiating
Save in your kitchen
Butchery
Hate waste
Manage portion sizes
Hiring staff
Where to find good staff
Pay
Pricing
Margin and mark-up
Getting it right
Delivery. Getting your product to market
Funding
Friends and family
Fund 101
Banks and building societies
Credit cards
Grants
Graeme Kidd Memorial Bursary
Landskills
The Prince’s Trust
The Prince’s Countryside Fund
Investors
Local organisations and community groups
Crowdfunding
CASE STUDY: Handmade Fudge Company
CHAPTER 6. Registering Your Business
What’s the best form of company for me?
“Self-employed sole trader
“Partnership
“Limited Liability Partnership (LLP)
“Limited Liability Companies
“Franchise
Environmental health registration
Who needs to register?
How much will it cost?
How can you register?
CASE STUDY: South Devon Chilli Farm
What else do you need to do?
Starting-up checklist
What to call your company and how to protect its name
Names and the web
Legal aspects
Is someone else using the name?
CASE STUDY: Mrs Tinks
Protecting your name and products
CHAPTER 7. Accountants, Tax and Insurance
Accountants and tax
VAT registration
CASE STUDY: Chokolit
Insurance
Product liability insurance
Public liability insurance
Insurance in the home
Business continuity/interruption
Admin Q&A
Q. Do I need planning permission?
Q. Do I need to tell the local authority I’m working from home?
Q. Do I need to tell the landlord?
Q. Do I need to inform my mortgage provider?
Q. What about my insurance provider? Do they need to know?
Q. Do I need protection for when customers and contacts come to visit?
Q. Should I tell the neighbours?
CHAPTER 8. Being a Home-based Business
Kitchen layout tips
CASE STUDY: Mukaase Foods
Colours
Saving money in the kitchen
Go green
National food groups
Health and safety
Handling – six tips to keep your food safe
Food preparation areas
“Floors and walls
“Ceilings
“Windows
“Doors
“Surfaces
“Facilities for cleaning equipment
“Facilities for washing food
“Storage materials
Best Cook in Country Living’s Kitchen Table Talent awards
Creating your perfect work environment
Kitchen incubators
Food Funnel
Village halls and community centres
Commercial spaces
Getting around
CASE STUDY: Moor Farm Shop
CHAPTER 9. Recipes and Ingredients
What goes in?
Suppliers
Ingredients
CASE STUDY: Alchemist Dreams
Cash and carry
Wholesale markets
Organic and responsible meat
Food allergies and intolerances
Allergy and intolerance checklist
Emergency treatment
Scaling up production
Quality standards and certification. British Retail Consortium
SALSA
Soil Association and Organic Farmers & Growers
Freedom Food
Red Tractor
FoodLovers Britain
CHAPTER 10. Branding and Packaging
Design appeal
CASE STUDY: Posh Pop
It’s a bit like therapy
Design brief: a checklist
“Business background
“Project objectives
“Limitations
“Creative direction
“Project management
“Intellectual property (IP)
Packaging
Three types of packaging
Legal requirements
Standing out. Highlight your selling points
The bigger picture
Getting physical
Environmentally friendly packaging
Yum, buy me!
Consistency is king
CASE STUDY: Gourmet Vanilla
CHAPTER 11. New Product Development. What is new product development (or NPD)?
CASE STUDY: Ella’s Kitchen
From idea to new product
’Tis the season
Winter
Spring
Summer
Autumn
In the diary ..
Eating seasonably
Top tips from Eat Seasonably
Ethical eating
CHAPTER 12. Promoting Your Products
Impress the press
How to write an effective press release
“Keep it simple
“Structure
“Hit them between the eyes
“Don’t be tempted to start hassling
“Hooked on news
“Build a relationship
Competitions and promotions
The legal bits
CASE STUDY: Highland Game
Awards
National awards
Local awards
Networking
CASE STUDY: More To Life Than Shoes
CASE STUDY: A tasty marketing mailout
CHAPTER 13. Your Business Website. Online presence
Find a designer
Find a template
Buy a domain
Pages to include
About us
News
Products or services
FAQs
Contact us. Email newsletters
The legal bits
Attracting visitors
“1. Get seen in search engines
“2. Experiment with pay-per-click advertising
“3. Use social networks
“4. Don’t forget email marketing
“5. Check how you’re doing
E-commerce tools
CHAPTER 14. Using Social Media. Blogging
“Post title
“Content
Blogging platforms
More blogging tips and tricks
Food blogging groups
CASE STUDY: The Foodie Bugle
Silvana’s key tips
Food writers
Keep in touch
Twitter
Tweet like a pro
“Social chit-chat
“Sharing information
“Demonstrating your knowledge and expertise
Be engaged
Facebook
Advertising on Facebook
Friends or meat?
LinkedIn
Video
CHAPTER 15. From Farm Shops to Supermarkets
Local retailers
Local pitch checklist
Questionnaire
Country Markets
CASE STUDY: Elaine, a Country Markets Cook
Food hubs
CASE STUDY: Scoop, York University
CASE STUDY: Unicorn Grocery
Pitching to restaurants
‘Local’ marketing
Regional and national retailers
Foot in the door
Pitch tips for meeting supermarket buyers
Box schemes and online stores
CASE STUDY: Growing Communities
CHAPTER 16. Selling at Events
Farmers’ markets
Market data
Food festivals
What do they involve?
Who puts them together?
How can I get involved – and is it worth it?
Farmers’ market and festival kit list. Before the event
Display and catering
Sales and marketing
Supplies
Product-specific supplies
Personal comfort
Cleaning supplies
Running a successful stall
1. Build a story around your food
2. Make customers your most enthusiastic fans
3. Make your stall inviting – tempt people to stop
4. Handling complaints
Arrive early
Dress your stand
Presentation
Keep warm
Pack your own food
Packaging
Pricing
Cash and change
Sampling
List of stockists
Engage with your customers
Market research
Set a target and evaluate
Stock up
CASE STUDY: The Lawn
Mel’s top five things she wished she knew before going into business
The highs and the lows
What can go wrong
Getting it right
Conclusion
Links. Who to tell
Useful government links
Farmers’ markets, real and virtual
Business support
Raising finance
Networking groups
Peers
Trade magazines
Consumer magazines for inspiration and recipes
Regional food and drink groups
