Testimonials and endorsements -- Contents -- Foreword -- Biography -- Resources -- Introduction -- My inspiration -- My background -- So what is the 12-point plan? -- Part one Look Big -- 01 Identity -- Introduction -- What is a mission statement? -- Culture, values and ethics -- Determining your positioning -- Your brand's visual identity -- Wrapping up -- 02 Presence -- Introduction -- Moments of truth... -- Your physical presence -- Your online presence -- Your social media presence -- Wrapping up -- 03 People -- Introduction -- People buy from people... -- Importance of your profile -- Being the go-to expert in your niche -- The extended team -- Wrapping up -- Part One: Look Big - summing up -- Part two Plan Big -- 04 Customer -- Introduction -- Defining your ideal customer -- Knowing your customer - case studies -- Reaching the end user -- Understanding who and what influences your ideal buyer -- Pricing - a key part of your positioning -- Wrapping up -- 05 Competition -- Introduction -- Competitor analysis -- Why you need to know your competition -- Understanding the competition -- Wrapping up -- 06 Scalability -- Introduction -- What is scalability all about? -- Robust and repeatable processes and systems -- Planning the supply chain -- Ethical and environmental considerations -- Managing cash -- Securing funding -- Protecting your brand -- Wrapping up -- Part Two: Plan Big - summing up -- Part three Pitch Big -- 07 Preparation -- Introduction -- Developing a detailed understanding of each retailer uniquely -- Why does this client really need your offer? -- What is the benefit to the buyer of buying from you? -- What you need to include in your proposal or presentation -- Getting ready to present -- Wrapping up -- 08 Selling -- Introduction -- Planning the outcomes -- Making the initial contact -- Exploratory meeting -- The proposal.

The formal presentation -- Following up -- Wrapping up -- 09 Negotiation -- Introduction -- What is a negotiation and when should it happen? -- Points to negotiate to get your desired outcome -- Walking away -- Wrapping up -- Part Three: Pitch Big - summing up -- Part four Get Big, Stay Big! -- 10 Expansion -- Introduction -- Delivering on your promises to secure customer loyalty -- Using case studies to attract more interest from potential customers -- Creating an upward spiral of growth -- Wrapping up -- 11 Replication -- Introduction -- What is replication and why is it so important? -- Developing your robust and repeatable platform -- What areas of business do you need to replicate? -- Your role in the business you've created -- Wrapping up -- 12 Paranoia! -- Introduction -- Why a healthy dose of 'paranoia' is important -- Being aware of the threat of new entrants -- Don't assume you know your customer - keep checking! -- Developing a continuous improvement culture -- Wrapping up -- Part Four: Get Big, Stay Big! - summing up -- Conclusion -- Appendix 1 The Retail Champion -- The Retail Champion - mission -- How The Retail Champion can help you! -- Appendix 2 Independent Retailer Month UK -- Appendix 3 The Retail Conference -- The Retail Conference - mission -- About The Retail Conference -- Appendix 4 Retail Acumen -- Retail Acumen - mission -- Retail Acumen - services -- Appendix 5 e-mphasis Internet Marketing -- e-mphasis Internet Marketing - mission -- About e-mphasis Internet Marketing -- Index.