go into business = start a business
fed up = bored
to set up = to begin a business
know it back to front = know it very well
know it inside out = know it very well
I know it like the back of my hand
seasoned = experienced
be on the ball = alert, sharp
to take someone on = to challenge them
to spread the word = to tell others about it
make a point of 特意做某事，强调做某事
go the extra mile多做一些努力，付出额外努力
word of mouth 口碑
a little something to eat = a snack
reach out to someone = to communicate with someone (often to help them)
explore all avenues = look at all the options
get the ball rolling 开始，着手进行
cost an arm and a leg 代价高昂，非常昂贵
On a shoestring budget 预算有限，资金紧张
Have a track record 有业绩记录
keep an eye on something 密切关注，留意
To have it cracked = to crack it = to succeed at doing it
To be in the bag = It’s sure to happen
have a track record = proof of achievements
it turns out that = the (unexpected) result is
To get to the heart of the matter = To get to the root / cause of the problem or issue
to miss the mark = to miss the target
to be a dead loss = to be a waste of time
Let’s call it day = let’s stop 结束，收工，收手
To let someone go = to fire someone
My bread and butter = My main income
Bits and bobs = Many small items
go belly up = to go wrong / to fail or to go bankrupt
be on the right track = do the right thing
take off (飞机)起飞= to start to do well
He has decided to
set up a restaurant because this is an industry he
knows back to front.
He is a
seasoned chef and knows cooking inside out. On top of that, he is really on the ball when it comes to management too.
So, he rented a place, fitted it out and took on some staff, Then he decided to start a marketing campaign to
spread the word about his place.
Of course, he takes pride in giving great customer service, and always
makes a point of going the extra mile.
Because he knows how powerful
word of mouth can be, but he wanted to reach out to new potential customers as well.
He was considering newspapers, blogs, magazines - in fact, he explored all avenues and in the end, he chose to advertise on Facebook.
To get the ball rolling, he contracted a consultant who wouldn’t
cost him an arm and a leg, because he is on a bit of a shoestring budget, right?
That guy didn’t
have much of a track record, but he was very enthusiastic.
Together they did some market research, created the advert, and put it out there. Then, all they had to do was just keep an eye on the numbers each day.
At first, they thought they had cracked it, it seemed to be in the bag, because so many people were viewing their advert.
However, it turned out that no one was actually going to the restaurant.
Finally, Tom got to the heart of the matter. It turns out the consultant didn’t really understand the customers’ needs, and his advert had missed the mark.
It was a
dead loss, and in the end, Tom decided to
call it a day, and he let the consultant go. After all, this was his bread and butter,
he couldn’t afford for his restaurant to
go belly up.
So, he then invested in a professional marketing company. Now his restaurant is on the right track and seems to be really taking off.