Eric Bickernicks, of Velma's Kettle Corn, takes readers through the steps needed to start their own food concession business. He writes about his encounters with unusual customers, relentless health department officials and inept event coordinators. During this time, he documented everything on video, and this ebook links to over eighty videos which show exactly what transpired. 

He goes over the equipment used to start his kettle corn business and the improvements he encountered as his business grew. He explains the different types of popcorn that are available and the benefits of each type. His business had many peaks and valleys and he shares the bad times as well as the good. He sold his product online as well as at events, and, on at least one occasion, US troops serving overseas were surprised with boxes of his kettle corn. 

As marketing is always important for any new company, Eric goes over the different things he tried--from refrigerator magnets to t-shirt sales. He explains what it took to get a mention in the local newspapers and what other press he managed to get. He goes over what worked and what didn't in his attempts at SEO (search engine optimization) to get his website ranked on Google. 

He learned the hard way that, contrary to expectation, bigger events don't necessarily mean bigger profits. He talks about the factors behind failed events, such as on-site location, when he was sometimes stuck in the far corners of a parking lot. At other times he was a victim of his own success, as with the occasion offended town officials stopped him from popping because his product became the focus of their event. Word of mouth spread about how good his kettle corn was, and he was eventually pursued by other towns for his services. He goes over his thoughts regarding corporate events, where the vendor gets payed up-front regardless of sales.