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Ten Greatest Ideas for Building the Retail Business of Your Dreams • 111

provide repeat purchases, if you are in retail, or references to other customers if you
are on the consultancy side.

Now, I said that running a country pub is more like a nightmare than a dream,
but don't underestimate the time commitment to any retail business. You never
know when this month's big customer will come through the door, so it has to be
open when people expect it to be open and some other times as well. This means
that you almost certainly need a partner. A partner with a similar passion is ideal, as
is the family business. You also have to face the fact that taking holidays will always
be difficult and in the early years impossible. Even after some time it will still be
difficult to get away for more than a week. You will just never find someone to take
over with the same background knowledge and commitment as you. After all, that is
what you are selling.

Idea 65 - Exploit people already In the know

Right, you have jumped in or are about to jump in, so your learning curve needs to
be very steep. You are going to eat drink and sleep your chosen subject all day every
day. You read, you browse the Internet and you learn. It needs to be a fairly narrow
field, since you want to be an expert as quickly as you can. A man who set up a
gallery to sell prints flirted with sculpture since it was an associated art, but stopped
when he realised that his learning time was being spread too thin. You will by defi-
nition already be knowledgeable when you start, but look for people who can give
you shortcuts in making further progress. Lean particularly on anyone who is going
to be a supplier to you and pick their brains. They know the business inside out and
are somewhat motivated to help you since they want you for a customer. Exploit any
other contacts as well; this is no time to be a shrinking violet. Wander into similar
shops in other areas and talk to the owner. If they do not see you as direct competi-
tion they will almost certainly be pleased to help. After all, you would in their place.
Oh, and read the trade press avidly.