This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book points out the nitty gritty of planning to open a new museum retail store. It primarily approaches the planning as a new project, built from the ground up. A business plan is critical to the successful opening of a new store or the expansion of an old one. The business plan tells the story of the store and provides a map to a successful business. Business plans in the museum store industry are usually necessary to obtain funding. A mission statement is a tool to inform and focus the purpose of the museum store. Including a sample public relations (PR) campaign and collaborate with the group that is planning the organization's publicity campaign. Store manager is responsible to museum management for all aspects of the store. Our presence on social media is an extremely important marketing method as well.