{"id":44674,"date":"2023-09-13T09:10:29","date_gmt":"2023-09-13T09:10:29","guid":{"rendered":"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/"},"modified":"2026-02-18T14:10:34","modified_gmt":"2026-02-18T14:10:34","slug":"the-chocolatiers-shop","status":"publish","type":"product","link":"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/","title":{"rendered":"The Chocolatier’s Shop"},"content":{"rendered":"

If you are a true chocolate professional, then The Chocolatier’s Shop<\/em><\/strong> is your professional bible. In this book you will find answers to all questions to start or grow your chocolate shop: How do I build or further expand my brand? Which products do I include in my range? How do I deal with staff and customers? Which tools do I absolutely need? How do I manage my stock?<\/p>\n","protected":false},"excerpt":{"rendered":"

The Chocolatier’s Shop is the professional bible for the true professional. In this book you will find answers to all questions to start or grow your chocolate shop.
PREFACE 7
\nTHE CONTRIBUTORS 8
\n1 LEAD WITH THE “WHY” 15
\nYour purpose: why would your business
\nbe relevant to people? 18
\nYour uniqueness: how are you different? 20
\nYour offer: what will you create,
\nproduce, and sell? 23
\n2 NEW OR EXISTING BUSINESS? 33
\nStarting from scratch 40
\nTaking over an existing business 45
\nContinuing an existing (family) business 47
\n3 UNDERSTANDING
\nYOUR MARKET (POTENTIAL) 51
\nResearch your market 55
\nIdentify your target audience 58
\nTest your products and ideas 62
\nDevelop your route(s) to market 63
\nBreaking it down: different routes to market
\nfor artisan chocolate around the world 64
\nPosition your brand 73
\nDraft your business plan 75
\nLearn as you go 80
\n4 CREATE YOUR BRAND 83
\nShape your brand identity 86
\nProtect your brand 98
\nExpand your brand identity
\nto brand experience 100
\n5 IT’S ALL ABOUT
\nTHE EXPERIENCE 103
\nFrom product to experience marketing 106
\nA unique brand experience 110
\nCreate your own brand experience 117
\n6 MARKETING STRATEGY 121
\nThe 6 Ps of marketing 125
\nNetwork in the right spaces 133
\nTraditional advertising 135
\nDigital presence 136
\nYour marketing plan 146
\n7 YOUR FINANCES:
\nBUDGETING AND CASH FLOW 155
\nMoney, money, money… where to start? 158
\nTool 1: Budget plan 161
\nTool 2: Cash flow (projection) plan 168
\n8 FUNDING OR SAVINGS?
\nTHE MONEY TO GET STARTED 175
\nCalculate funds and investments 178
\nSavings-based starting point 184
\nExternal funding: where to find the funds? 187
\n9 STAFF & HIRING:
\nBUILD YOUR TEAM 191
\nBy yourself, or as a team? 195
\nRecruitment and hiring 198
\nTraining and coaching 211
\nWhen is it time to hire new roles? 218
\nHiring or outsourcing? 221
\n10 PRODUCT RANGE:
\nYOUR PORTFOLIO 225
\nThink shelf life first 229
\nThe ideal product range 234
\nCore and secondary products 236
\nTypical chocolate products 239
\nProduction schedules and management 248
\nOptimise your product range 256
\nExpanding your product portfolio 265
\nInnovation: pilot new ideas 266
\n11 FROM BRAND TO WORKSPACE 269
\nThe essentials 272
\nBrick-and-mortar shop 291
\nOnline store 294
\nVirtual or physical — which comes first? 296
\nService and delivery logistics 300
\n12 CHOCOLATE: A TIMELESS
\nBUT SEASONAL INDUSTRY 305
\nRemember the basics 309
\nDare to navigate the trends 311
\nAnticipate the future 314<\/p>\n","protected":false},"featured_media":45401,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":""},"product_brand":[],"product_cat":[5711,21582],"product_tag":[],"class_list":{"0":"post-44674","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-food-drink","7":"product_cat-reference","8":"author-by-author-the-proud-collective-of-callebaut-chefs","9":"publisher-lannoo-publishers","10":"series-callebaut-chefs","12":"first","13":"instock","14":"shipping-taxable","15":"purchasable","16":"product-type-simple"},"acf":[],"yoast_head":"\nThe Chocolatier's Shop - ACC Art Books US<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Chocolatier's Shop - ACC Art Books US\" \/>\n<meta property=\"og:description\" content=\"The Chocolatier’s Shop is the professional bible for the true professional. 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THE MONEY TO GET STARTED 175 Calculate funds and investments 178 Savings-based starting point 184 External funding: where to find the funds? 187 9 STAFF & HIRING: BUILD YOUR TEAM 191 By yourself, or as a team? 195 Recruitment and hiring 198 Training and coaching 211 When is it time to hire new roles? 218 Hiring or outsourcing? 221 10 PRODUCT RANGE: YOUR PORTFOLIO 225 Think shelf life first 229 The ideal product range 234 Core and secondary products 236 Typical chocolate products 239 Production schedules and management 248 Optimise your product range 256 Expanding your product portfolio 265 Innovation: pilot new ideas 266 11 FROM BRAND TO WORKSPACE 269 The essentials 272 Brick-and-mortar shop 291 Online store 294 Virtual or physical — which comes first? 296 Service and delivery logistics 300 12 CHOCOLATE: A TIMELESS BUT SEASONAL INDUSTRY 305 Remember the basics 309 Dare to navigate the trends 311 Anticipate the future 314\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/\" \/>\n<meta property=\"og:site_name\" content=\"ACC Art Books US\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-18T14:10:34+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/\",\"url\":\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/\",\"name\":\"The Chocolatier's Shop - ACC Art Books US\",\"isPartOf\":{\"@id\":\"https:\/\/www.accartbooks.com\/us\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.accartbooks.com\/app\/uploads\/books\/9789401487832-04-1.jpg\",\"datePublished\":\"2023-09-13T09:10:29+00:00\",\"dateModified\":\"2026-02-18T14:10:34+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/#primaryimage\",\"url\":\"https:\/\/www.accartbooks.com\/app\/uploads\/books\/9789401487832-04-1.jpg\",\"contentUrl\":\"https:\/\/www.accartbooks.com\/app\/uploads\/books\/9789401487832-04-1.jpg\",\"width\":1076,\"height\":1400},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.accartbooks.com\/us\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Books\",\"item\":\"https:\/\/www.accartbooks.com\/us\/books\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"The Chocolatier’s Shop\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.accartbooks.com\/us\/#website\",\"url\":\"https:\/\/www.accartbooks.com\/us\/\",\"name\":\"ACC Art Books US\",\"description\":\"One of the world\u2019s leading publishers and distributors of books on the arts and visual culture\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.accartbooks.com\/us\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Chocolatier's Shop - ACC Art Books US","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.accartbooks.com\/us\/book\/the-chocolatiers-shop\/","og_locale":"en_US","og_type":"article","og_title":"The Chocolatier's Shop - ACC Art Books US","og_description":"The Chocolatier’s Shop is the professional bible for the true professional. 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