This passage works OK except for the lack of word wrap around for the framed text. ------------------------------ \starttext \chapter{Introduction} The specialty food market has exploded. A combination of factors has led to exciting opportunities for food entrepreneurs. Retail sales of all specialty foods are generating revenues of more than 88 billion a year and averaging annual growth of more than 8 percent. To some, this means great opportunity. To others, it represents a formidable challenge. Your ability to grab a slice of this pie and make your mark, establish your independence, achieve success, and acquire wealth will depend on how effectively you prepare-and prepare you must! How to prepare for the opportunities and challenges of taking your food products to the appropriate store shelves is the subject of this guide. You need not know the basics of small business operations just yet. For now, success will depend on your personal and business vision, drive, talent, and the amount of capital you can raise. Let's put that last item into perspective: the average cost of getting national grocery store shelf exposure for a new product by a branded manufacturer has been estimated at more than \$6 million. Still reading? Take heart. There is a proven alternative: the specialty food industry. It has become the proven vehicle for entry-level food distribution in the United States. Different market segments and new products can be tested in the specialty food industry without the initial investment required of the major food producers. The secret has to do with superior execution of often ordinary ideas \section{How Long Does It Take to Be Successful?} \section{How Much Will It Cost You?} Depending on your approach, you can expect to incur minimum start-up costs of approximately \$35,000 to \$100,000 and more each year for the first three to five years. This includes production, packaging, labeling, advertising, and promotion of one product. It does {\it not} \setupframed[framecorner=round, frameradius=1em, background=screen, backgroundscreen=0.70, backgroundcorner=round, backgroundradius=1em, corner=round, radius=1em] \startframedtext[right][width=3.2in] \centerline{\ss\tfb Life Before Specialty} \centerline{\ss\tfb Food Marketing} What food entrepeneurs did before starting a specialty food firm (in order of prevalence): \startitemize[1] \item Other business non-food-related (52\%) \item food-related business (14\%) \item Medical profession (11\%) \item Education (8\%) \item Nonprofit Charity (8\%) \item Entertainment (3.6\%) \stopitemize ---{Food Entrepeneur Magazine 2014 pool responses} \stopframedtext include the cost of success. Many firms that won "Outstanding Product Awards" were ill prepared for the next move. Not all of them succeeded in profiting from their good fortune. This estimated cost also assumes that you will be doing a lot of the leg work (administrative, invoicing, database management, and so on). Our purpose is to explore the inner workings of {\bf niche marketing.} Niche marketing entails finding the best combination of product packaging, pricing, positioning, and promotion that will encourage the consumer to purchase a product not otherwise offered by the major suppliers. Imagination is a key ingredient, but adequate funding is essential. \stoptext --------------------------------- -- John Culleton Wexford Press Free list of books for self-publishers: http://wexfordpress.net/shortlist.html Updated PDF e-book: "Create Book Covers with Scribus 1.4.5" coming soon at http://www.booklocker.com/!