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. 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. --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. --From the Author A tremendous resource book for ice cream retailers. --Bob Bryson, New England Ice Cream Association 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. 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.