Built for Growth

Starred review from March 7, 2005
Ever walk into a Starbucks and wonder: why didn't I think of this? But, honestly, do you really understand the merchandising mechanics of getting a million people to line up for a tall vanilla latte, or of matching up a dark green mug and a Norah Jones CD with a drink order? Rubinfeld, Starbucks's former executive vice president of store development and an advisor to other well-known brands, has given it all quite a bit of thought, and with a writing assist from Hemingway-who also co-authored Bill Gates's book Business @ the Speed of Thought-he painstakingly shares his blueprint for creating financial and cultural retailing success. This is by no means a relaxing corporate history on the rise of a global coffeehouse. It's an intense examination of what goes into conceptualizing a viable retail plan. Whether it involves serving sushi on a conveyor belt or selling sunglasses, he explains how to grow a franchise into a powerful marketing presence. From the initial "ideation" and differentiation of the concept, to choosing the right location for the first store, making the design and merchandising decisions, and attracting venture capital-Rubinfeld walks anyone who wants, or needs, to understand retailing through the thought process at every decision-making opportunity. He does so while continuously drawing examples from the local mall, explaining concepts in terms of what retailers like Oakley, Chico, Potbelly Sandwiches and, of course, Starbucks have done right. He also shares his insights on what others, like the bankrupt candle company Illuminations, did wrong. Rubinfeld sidesteps jargon and avoids cute or memorable phrases... save one: "retail is detail." The phrase aptly summarizes the contents of this book-which in its latter chapters even delves into the minutia of real estate management. This is an intricately detailed game plan for becoming the retailing world's next Starbucks.

May 1, 2005
Creating and developing a retail brand can be challenging, but as businessman Rubinfeld and coauthor Hemingway maintain, it must be done properly. Rubinfeld knows whereof he speaks, having played a role in Starbucks's retail expansion and worked on Oakley, Gateway, Adidas, and Washington Mutual brand-building campaigns. The authors intend the book to be "a valuable primer on all aspects of retail: brand, location, people, finance, property management, expansion strategy and long-term thinking." To that end, they advocate a three-step approach -ideate, create, and execute -which, in a nutshell, translates into formulating ideas for a business, creating viable business solutions, and then successfully following through. While the importance of "location, location, location," high-quality retail design, and optimal customer service may seem obvious, the authors stress that these are in fact vital and often overlooked retail building blocks. An informative read for both beginners and seasoned retailers, this outstanding book abounds with insightful case studies and expert advice that should enhance the success of any retail brand. Recommended for public libraries and all business collections. -Richard Drezen, "Washington Post"/New York City Bureau

Copyright 2005 Library Journal, LLC Used with permission.

April 15, 2005
Online sales and the big-box stores have knocked down prices for consumer goods, essentially squeezing out the "general retailer"--everybody else. So is it crazy to open a bricks-and-mortar retail store now? Rubinfeld, who helped transform Starbucks into one of the world's most recognized retail brands, and Hemingway, best known as the coauthor with Bill Gates on the number-one best-seller " Business @ the Speed of Thought " (1999), present solid concepts for keeping a brand fresh and innovative. Their book is based on four fundamental principles of retail strategy but built on a " holistic," integrative approach to designing and implementing a retail business plan. All national brands, they tell us, started out as small, family-owned enterprises.\b \b0 Borrowing from the football phrase "go long," they talk about how to plan big and prepare to expand quickly. The specifics they provide--such as merchandising, licensing, and actual site plans--are valuable tools to both existing retailers and start-ups. (Reprinted with permission of Booklist, copyright 2005, American Library Association.)