Getting Started

Thank you for visiting Ice Cream University. Here, our goal is education our students and clients allowing them to take a step-by-step approach on how to get in the ice cream business. Our website illustrates the many way you can start. Either by purchasing our two books- How to Succeed in the Incredible Ice Cream Business and Incredible Ice Cream, or attend one of our seminars. Hopefully in time you will discover this is the business for you. At some point, when you feel you are ready to start this new venture of yours, you should consider our: Getting Started Consulting Services.

The newly revised editions of the above two books will immensely help anyone wanting to enter the ice cream business. Written by well known ice cream consultant Malcolm Stogo, these “how to” books leads an individual down the road from the conceptual idea of wanting to enter the retail ice cream store business through implementation. It offers easy-to-read chapters on how to write a business plan, how to get financing, look for the right location, get the store built, how to operate an ice cream store to concrete marketing ideas, customer service and, finally the how to commercially make great tasting ice cream.

What it Really Takes to be Successful in Launching Your Concept

Malcolm’s Rules

  • Enthusiasm: If you don’t have it now, you will never have it, so the word spoken again is “passion.” It’s a simple yes or no. If you don’t have it, start looking elsewhere.
  • Sense of concept or mental image before you spend one cent: That’s right, don’t spend a cent until you have agreed on two things- Passion and location.
  • You need to have money: If you don’t have the capitalization to properly launch your concept and survive the first winter, you should put off your idea now! Don’t think for one second that you can depend on your capitalization from the receipts of your first selling season.
  • Run as fast as you can from a cheap location rent: This is one of the most fatal mistakes new people make in launching their idea. A lot of it has to do with how much capital they have to spend. The greatest advice I can give is that a cheap secondary location is the single biggest reason for “business failure.”
  • Write a business plan to sell yourself on the idea: This is one smart idea. Doing it yourself will sell you on the merits of the idea and make you think real hard whether your idea is a good one. Believe me, writing a business plan takes time and if you do it right you will have to answer a zillion questions and it will force you to go and ask outsiders for many of the answers regarding the ice cream business.
  • Build your business as a “repeat business”: If you keep the word “repeat” on your brain, you will get your customers coming back to you over and over again.
  • Don’t spend all your money on designing and building a Taj Mahal: Simple reasoning here. Don’t get carried away or worse, don’t let your architect have an open checkbook to dream.