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Home > Business and Economics Books > Business and Management > Business strategy > The Chocolatier's Shop: (Callebaut Chefs)
The Chocolatier's Shop: (Callebaut Chefs)

The Chocolatier's Shop: (Callebaut Chefs)


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About the Book

If you are a true chocolate professional, then The Chocolatier's Shop is your professional bible. In this book you will find answers to all questions to start or grow your chocolate shop: How do I build or further expand my brand? Which products do I include in my range? How do I deal with staff and customers? Which tools do I absolutely need? How do I manage my stock? AUTHOR: Callebaut is the only chocolate maker in the world that produces its gourmet chocolate from bean to chocolate in Belgium. With more than 25 Chocolate Academies, innovations such as the Gold, Ruby and N_XT dairy free chocolate and more than 175 years of experience, Callebaut continues to strive for a fantastic chocolate taste. SELLING POINTS: . The practical guide for your own chocolate shop . Following the success of The Chocolatier's Kitchen ISBN 9789401473385 . The Chocolatier's Shop + The Chocolatier's Kitchen = the toolbox for the true food professional (pastry chefs, chocolatiers, bakers chefs) . With testimonials from chocolatiers worldwide . Callebaut is the number one reference in chocolate 100 colour, 40 b/w illustrations

Table of Contents:
PREFACE 7 THE CONTRIBUTORS 8 1 LEAD WITH THE “WHY” 15 Your purpose: why would your business be relevant to people? 18 Your uniqueness: how are you different? 20 Your offer: what will you create, produce, and sell? 23 2 NEW OR EXISTING BUSINESS? 33 Starting from scratch 40 Taking over an existing business 45 Continuing an existing (family) business 47 3 UNDERSTANDING YOUR MARKET (POTENTIAL) 51 Research your market 55 Identify your target audience 58 Test your products and ideas 62 Develop your route(s) to market 63 Breaking it down: different routes to market for artisan chocolate around the world 64 Position your brand 73 Draft your business plan 75 Learn as you go 80 4 CREATE YOUR BRAND 83 Shape your brand identity 86 Protect your brand 98 Expand your brand identity to brand experience 100 5 IT’S ALL ABOUT THE EXPERIENCE 103 From product to experience marketing 106 A unique brand experience 110 Create your own brand experience 117 6 MARKETING STRATEGY 121 The 6 Ps of marketing 125 Network in the right spaces 133 Traditional advertising 135 Digital presence 136 Your marketing plan 146 7 YOUR FINANCES: BUDGETING AND CASH FLOW 155 Money, money, money… where to start? 158 Tool 1: Budget plan 161 Tool 2: Cash flow (projection) plan 168 8 FUNDING OR SAVINGS? THE MONEY TO GET STARTED 175 Calculate funds and investments 178 Savings-based starting point 184 External funding: where to find the funds? 187 9 STAFF & HIRING: BUILD YOUR TEAM 191 By yourself, or as a team? 195 Recruitment and hiring 198 Training and coaching 211 When is it time to hire new roles? 218 Hiring or outsourcing? 221 10 PRODUCT RANGE: YOUR PORTFOLIO 225 Think shelf life first 229 The ideal product range 234 Core and secondary products 236 Typical chocolate products 239 Production schedules and management 248 Optimise your product range 256 Expanding your product portfolio 265 Innovation: pilot new ideas 266 11 FROM BRAND TO WORKSPACE 269 The essentials 272 Brick-and-mortar shop 291 Online store 294 Virtual or physical — which comes first? 296 Service and delivery logistics 300 12 CHOCOLATE: A TIMELESS BUT SEASONAL INDUSTRY 305 Remember the basics 309 Dare to navigate the trends 311 Anticipate the future 314

About the Author :

Callebaut is the only chocolate maker in the world that produces its gourmet chocolate from bean to chocolate in Belgium. With more than 25 Chocolate Academies, innovations such as the Gold, Ruby and N_XT dairy free chocolate and more than 175 years of experience, Callebaut continues to strive for a fantastic chocolate taste.


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Product Details
  • ISBN-13: 9789401487832
  • Publisher: Lannoo Publishers
  • Publisher Imprint: Lannoo Publishers
  • Height: 300 mm
  • No of Pages: 288
  • Weight: 2082 gr
  • ISBN-10: 9401487839
  • Publisher Date: 12 Nov 2024
  • Binding: Hardback
  • Language: English
  • Series Title: Callebaut Chefs
  • Width: 240 mm


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