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ART OF STAINED GLASS RETAIL SUPPLY SALES Location Anyone who wishes to start a business where rent or a mortgage will need to be paid monthly will want to make sure of having a reasonable chance of being successful. The median age of the clientele that is interested in stained glass is above forty, comprised of slightly more women than men , and represents a very small fraction of the general consumer population. Therefore, the competitor-free territory that a given brick and mortar store should cover should be quite large. Unless you live in a very flat, uniform area, the notion of territory should go beyond a mere circle around your projected location. I can be broken by rivers, enhanced by major highways and public transit, or the draw of a major shopping center nearby. Take points on the map: can they reach your proposed location faster than your competitor's? Could they combine a trip to large, popular store nearby, with a trip to your store, rather than your competitor's? Merchandise It's very difficult, when you start, to choose the right stock to fill your store shelves, and have the right balance of "more fast-moving merchandise, less slow-moving merchandise" taking a given item's shelf-space into consideration. It takes a lot of experience to hit the right pace. A quick check of the competition should give you a clue of how many grinders you should stock proportional to your floor space, for instance. You can also ask your chosen wholesaler to assist you. Since you are a new retail customer for them, they will be motivated to give you accurate information in order to help you get started. If you speak to them directly, you may be able to get free shipping on an extra 10% off on your first and possibly largest order, ever! Your wholesaler wants you to stay in business... as much as your bank. Teaching Good teaching is your bread and butter, and more importantly, your future. You need to make a good impression, teach skills that will give your clients confidence to tackle larger projects, and provide inspiration. A constant flux of artisans entering the hobby is the pulse that will guide your business to long-term prosperity. Misguided and blasé classes will turn students off. Inspiration, on the other hand, is gold. Web Presence Expect to be competing with web sales from retailers that do not have the expense of rent beyond a cheap warehouse. Your only defense is to also sell materials online at prices that are competitive; you will have the advantage of offering clients greater credibility as a brick and mortar operation, regular hours of operation, and reliable phone answering. Be sure to list yourself on Google maps, it's not done automatically unless you are in the Yellow Pages. Marketing Have an emailing list with promotions, classes, and regular events to draw your customers back into the store. Change your display pieces as often as you can to provide an ever changing source of inspiration. Always have something in your store that will make your clients pine: "one day, I'll make one of those, and it will be even better!" |