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How to Succeed in the Incredible Ice Cream Business, by Malcolm Stogo
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HOW TO SUCCEED IN THE INCREDIBLE ICE CREAM BUSINESS is a comprehensive professional retail ice cream book that will immensely help anyone wanting to enter the ice cream business as well as others who want to expand their knowledge of the business.
Written by well-known ice cream author Malcolm Stogo, this street-smart, totally revised book leads an individual down the road from the conceptual idea of wanting to enter the retail ice cream store business through implementation. It offers easy-to-read chapters on writing a business plan, look for the right location, financing, finding the right location, getting the store built and making soft serve products to coming up with concrete marketing ideas and offering good customer from day one.
Also in this book are chapters on the preparation of ice cream sundaes, milkshakes, sodas, floats and smoothies, as well as soft serve ice cream and yogurt products.
- Sales Rank: #1637940 in Books
- Published on: 2012-08-30
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 6.50" w x .50" l,
- Binding: Hardcover
- 241 pages
Review
A tremendous resource book for ice cream retailers. --Bob Bryson, New England Ice Cream Association
In one week I have read this book three times. Just tremendous. --Stan Zafran, Denise's Ice Cream, Somerville, MA
From the Author
This new book was written as a new up-to-date companion book to my book, ICE CREAM AND FROZEN DESSERTS, A COMMERCIAL GUIDE TO PRODUCTION AND MARKETING. It is a very hands-on book written specifically to help anyone having an idea or thinking of an conceptual idea of what their first steps should be in entering the ice cream business, specifically about writing a business plan and picking a retail location.
About the Author
Malcolm Stogo is the President of Ice Cream University, the educational arm of Malcolm Stogo Associates, an ice cream consulting firm located in New Jersey. He is the author of INCREDIBLE ICE CREAM: MAKING IT YOUR WAY WITH PASSION! (sold by Amazon); ICE CREAM and FROZEN DESSERTS: A COMMERCIAL GUIDE TO PRODUCTION AND MARKETING (sold by Amazon); FROZEN DESSERTS, A COMPLETE RETAILER'S GUIDE; and co-author of ICE CREAM CAKES. Through Ice Cream University, he publishes a quarterly newsletter, Ice Cream University News. For the past 25 years, he has helped leading ice cream chains to develop, market and merchandise exciting new products. He created the famous Ice Cream Extravaganza at the South Street Seaport in New York City. He also consults for clients in Saudi Arabia, Korea, Puerto Rico, Thailand, the Philippines and China, as well as U.S. clients including Haagen-Dazs, Carvel, Colombo, Stonyfield, Sloan's and Shrivers. In 2011, he became the first inductee into Dessert Professional magazine's Ice Cream Hall of Fame.
Most helpful customer reviews
17 of 19 people found the following review helpful.
SOME GOOD STUFF...SOME NOT SO HELP FULL
By A Customer
FOR THE PRICE, I FOUND THIS BOOK A BIT FILLED WITH THE AUTHORS PERSONAL IDEAS ON HOW TO CONVINCE A BANK TO FINANCE AN ICE CREAM SHOP, RATHER THAN JUST GIVE ME THE NUTS AND BOLTS INFORMATION I SOUGHT TO MAKE ICE CREAM AND RUN A SUCCESSFULL SHOP, AND ALLOW ME TO WORRY ABOUT IT'S FINANCING. ALSO THERE IS NO MENTION OF ANY SOFT SERVE ICE CREAM PRODUCTS OR IT'S PROFITABILTY. ALL IN ALL I WAS DISSAPOINTED FOR THE MONEY. I REALLY BELEIVE I DID NOT BENEFIT GREATLY BEYOND THE COMMON SENSE KNOWLEDGE I ALLREADY HAD, EXCEPT FOR THE GENERAL ENCOURAGEMENT THE BOOK LENDS TO VENTURING INTO THE ICE CREAM BUISINESS IN GENERAL.
24 of 24 people found the following review helpful.
Overall disappointing
By A Customer
After reading Stogo's first book, I thought this one would be just as good. Boy, was I disappointed. This book is extremely sloppy -- the editing is atrocious, and there are conflicting statements, sometimes in consecutive sections.
His understanding of standard startup accounting principles is pretty weak -- my SBA advisor (a retired accountant) laughed at some of the startup cost itemizations.
Overall, I *did* learn some good info from this book, but I was happy I bought it used on Amazon, rather than paying the ridiculous list price of this one.
12 of 14 people found the following review helpful.
Don't say you weren't warned
By A Customer
Stogo may know the commercial ice cream business (in fact, it appears that he does) but he also knows how to pack what he knows into a small, cheap space. In other words, this spiral-bound book, about the size and production quality of a very modest Jr. League cookbook, costs a very dear...[amount]. If you're opening an ice cream store, you may be able to bury that price tag in your other start-up costs. If you're just a curious reader or an ice cream lover, however, don't spend the money. (There are a lot of delicious-sounding recipes, but they're in commercial bulk versions and often call for ingredients, such as "Stabilizer CC-917," home cooks may not want to use.) Think of how much Haagen Daz you could buy for...[the money]!
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