Identify the type of retail store you want to open. [Be specific about the characteristics of the store type. Include product assortment, target market(s), service level, and price level.] 2. Determine where you will locate, including whether you will locate in a free-standing store or in one of the various types of shopping centers covered in this chapter. Be sure to consider: Ease of movement in, around, and out of the location Size and shape of the building Likely terms of rent or lease Surrounding stores 3. Describe your product assortment in terms of depth, width, and quality. 4. Identify which products you believe will be the most important to consumers and whether consumers will want other complementary products when they shop