Struggling Small Businesses Undergo Big Changes in TLC’s New Series TAKING CARE OF BUSINESS

Expert entrepreneurs help fledgling shops reinvent themselves for success in new series to premiere in October 2004

SILVER SPRING, Md., July 22 /PRNewswire/ — From a corner bakery in North Carolina to a microbrewery in New York, behind every business lie the hopes, dreams and life savings of one person who risked it all to pursue the American dream. But behind the counter, sometimes sales don’t add up to profits and store owners lose hope. So, what happens when the bills are stacking up and the thrill is gone?

A new TLC series hopes to move small businesses from “in the red” to “in the money.” TAKING CARE OF BUSINESS, a new thirteen-episode series on TLC, tackles small business troubles in a big way, and sends a team of gurus — equipped with fresh ideas and plenty of inspiration — to identify problems, turn things around and help businesses live up to their best potential, and let their owners realize their dreams. Together, the “dream team” examines all aspects, from location and product offering to marketing and customer service. They present concrete ideas to help businesses be their best. TAKING CARE OF BUSINESS is scheduled to premiere on TLC on Saturday, October 16 from 10-11 PM ET/PT.

Meet the fearless TAKING CARE OF BUSINESS team:

Richard Laermer, a former journalist turned public relations guru whose specialty is building a buzz and creating hype; Laermer is CEO of RLM Public Relations and bestselling author of five books, including Full Frontal PR.

Christina Manca, a veteran retailer and designer whose sense for merchandising and penchant for creating eye-catching visuals helped drive sales at Macy’s and Victoria’s Secret among others.

Mitch Kates, a management maven, strategic consultant and principal at Kurt Salmon Associates in New York, who helped bring brand strategy techniques and discipline to many major U.S. and global corporations including Procter & Gamble, AT&T, Levi Strauss and Co. and Calvin Klein.

Mark Becker, whose “go with your gut” philosophy helped him make the company he founded, Max and Mina’s Ice Cream into a nationally distributed brand of exotic gourmet ice cream and a multimillion dollar ice cream empire.

In the TAKING CARE OF BUSINESS premiere episode, the “dream team” works to resuscitate American Terrain Outdoors of White Plains, N.Y. Founded in 1993 by Manny Polloni, the store offers customers rugged outdoor clothing and equipment. Sadly, the great outdoors doesn’t always bring business indoors. The problem? No brand identity, Manny’s micro-management, and a kayak showroom dubbed “The Dungeon” by customers and employees.

Reviewing hidden camera footage of the store, the TAKING CARE OF BUSINESS team issues a small business S.O.S., implementing new customer service procedures, crafting a new logo, signage, and eye-catching window displays including a rock-climbing wall, and creating an in-store layout that gives the space more energy and a fresh look. The team also tackles “The Dungeon,” adding greenery, a faux-lawn floor, a wall mural and arranging the product offering in a way that doesn’t scare customers away. The team also focuses on creating more of an in-store experience and gives a lesson in how to reach the local media with low-cost PR and buzz. When American Terrain Outdoors reopens its doors, will its professional overhaul bring prosperity?

In 2003, there were approximately 23.7 million small businesses in the United States.* Sometimes a small business can take off and change the world. Krispy Kreme, Starbucks and Apple Computer are all living proof that giant corporations can begin as small businesses. But, more than half of all small business fail within their first five years.* TLC’s new series TAKING CARE OF BUSINESS will capture the spirit of the American dream embodied by these businesses and help them achieve their own success.

Online, viewers can go to Discovery.com and click on TLC for more information about the featured businesses, see dramatic befores and afters of each, find out more about the “dream team” and apply to have their own favorite businesses featured.

TAKING CARE OF BUSINESS is produced by Granada for TLC; Michael Klein is executive producer for TLC; Neil Cohen is executive producer for Granada. TAKING CARE OF BUSINESS is sponsored in part by VISA.

TLC is the only television network that uses real-life storytelling to connect over 93 million viewers in North America to the breadth of the human experience. Discovery Networks, U.S., a unit of Discovery Communications, Inc., operates and manages the Discovery Channel, TLC, Animal Planet, the Travel Channel, Discovery Health Channel, Discovery HD Theater, Discovery Kids Channel, Discovery Times Channel, The Science Channel, Discovery Wings Channel, Discovery Home Channel, Discovery en Espanol and FitTV. The unit also distributes BBC AMERICA. Visit TLC on the web by going to http://www.discovery.com and clicking on TLC.