The book contains simple and effective methods for building and developing a retail business, based on working in the conditions of Russian reality, there are no rewritten American technologies, everything is presented in a simple language accessible to the average Russian entrepreneur, complete and necessary information is presented for working with goods in different price segment. The author examines the most important issues of opening a retail store: location of a retail outlet, its design, store performance indicators, advertising and marketing, personnel selection, store management, selection and purchase of goods, successful sales techniques. Each situation is illustrated with examples from personal experience author. If you have long dreamed of opening your own store, then this book is for you!