Free daily tips, information and advice for people in small business
from someone who has been there, done that in several small operations.
Back in 1972, I started a typesetting business in New York City. I already had some background in computers, and it seemed to me that typesetting was on the cusp of a revolution.
This was long before Bill Gates came up with Windows and Word and all the rest. At the time, typesetting was still accomplished on clunky machines that turned molten lead into slugs of type.
IBM rolled out a tabletop machine called a Composer. It looked something like the company's Selectric typewriter, and it used a similar array of balls of different fonts of type. I set the machine on the dining room table and founded my business.
Soon, computerized typesetting companies began springing up in the Boston area--Photon and CompuGraphic were early entries in the field. By today's standards, the technology was primitive. A xenon light flashed through a spinning type font film, creating images--letter by letter--on photographic film. The film was developed, and voila! A typeset document appeared.
I bought the first CompuGraphic machine in New York--right off the floor where the company demonstrated their technology. I remember the euphoria I felt loading the machine on a dolly and rolling it through the streets from Fraunces Tavern (where the demonstration had taken place) to my offices on Broadway. I couldn't wait to show prospective clients what I could do for them--at a much cheaper price than hot lead firms could meet.
Shortly thereafter, I got my comeuppance. I got an appointment with the buyer of typesetting at the New York Stock Exchange. The lady patiently listened to my presentation and looked at the samples I had brought along. Then she laid samples of her own next to mine. When your technology is able to produce the quality typesetting we currently use, come back to see me, she said simply.
Technology moved quickly during the 1980s. Mergenthaler solved many of the technical problems, and I replaced the older CompuGraphic machines. The typeset product was much improved, and I called the lady at the New York Stock Exchange. She was impressed and I got several smaller jobs. The euphoria returned, and I never looked back.
Today, of course, computer technology pervades every business. But it changes at an ever-increasing rate. Every business--large and small--must stay on top of technology, or you will run the risk of being left behind.
You can ride a wave of technological change, but you must know when to jump off. All that typesetting I did in the early days is gone. The printer attached to your computer can do more than I sweated to produce 30 and 40 years ago.
You can still find one of those ancient hot lead typesetting machines in an industrial museum. But most of them were shipped off to third world countries or junked for the metal content.
Stay on top of your game. But always look over your shoulder for the technological changes galloping close behind.
After multiple small businesses in typesetting, printing, publishing, antique glass, real estate, and heading up the Business Owners Institute in New Jersey, I am now retired. I spend my time writing about business and coaching people in small business. If you have questions, email me at AlWarr16@gmail.com and put BLOG in the subject line so I don't delete. You get free, quick answers. Your privacy is always respected.
Wednesday, June 11, 2014
Tuesday, June 10, 2014
Gifts for dad
Free daily tips, information and advice for people in small business
from someone who has been there, done that in several small businesses.
Buying a present for a father is difficult. My daughter has told me this, and I've heard it from others as well. So it must be true.
Recently, I decided to tackle the subject of Father's Day in the business column I write for an area newspaper. It turned out to be relatively easy.
Dads like activities. They like to eat and drink. They like making things happen. They like figuring out how things work. They like participating in various forms of games and entertainments.
Many small businesses have perfect presents for dads. And there's not a necktie in sight.
Example: Many bars and taverns offer entertainments. Racks of televisions, pool tables, Karaoke, poker games, bar food and more are common. One I know brings in a live country music band every Friday and Saturday night, and dads of all stripes can be seen dancing to the foot stomping music.
Example: Small farms are small businesses. Several in my area are specialized. One local farm has a large herd of American buffalo. Another has over 75 Tibetan yaks. These farms concentrate on the butchered meats of buffalo and yak. Shoppers at the farm stores keep dads busy at backyard grills with unusual steaks and other cuts.
Example: A half-dozen or so small craft breweries are in my area. Dads can stop in these places to sample the current offerings. When you know what he likes, take home a case or a 5-liter box to surprise him on Father's Day--or any other occasion.
Example: A dozen wineries are located within a 30-minute drive of my home. Several of these regularly win medals in national and international competitions. Many hold events throughout the year. Stop in just about any day to taste the wines currently available. And take home some bottles of dad's favorites.
Example: Big box stores and small operations alike offer all sorts of things that will turn a dad's head. Think tools he works with or the things he uses to outfit a vehicle. A friend's wife got her husband a form-fitting mat for the bed of his pickup truck. A simple gift, but he was ecstatic. Another dad got a dashboard holder for his phone. And my daughter sent me a set of unusual gardening tools--I'll think of her with every use.
When it comes to pleasing dad with a gift, first get inside his head. Look at the world from his perspective. Home in on something he will use, enjoy, and remind him of you.
After a lifetime of founding and growing several small businesses, I retired at 75. Nowadays, I spend my time writing, interviewing business people, and coaching small business. Email me your questions and get a quick answer--send to AlWarr16@gmail.com and put BLOG in the subject line. Your privacy is always respected.
from someone who has been there, done that in several small businesses.
Buying a present for a father is difficult. My daughter has told me this, and I've heard it from others as well. So it must be true.
Recently, I decided to tackle the subject of Father's Day in the business column I write for an area newspaper. It turned out to be relatively easy.
Dads like activities. They like to eat and drink. They like making things happen. They like figuring out how things work. They like participating in various forms of games and entertainments.
Many small businesses have perfect presents for dads. And there's not a necktie in sight.
Example: Many bars and taverns offer entertainments. Racks of televisions, pool tables, Karaoke, poker games, bar food and more are common. One I know brings in a live country music band every Friday and Saturday night, and dads of all stripes can be seen dancing to the foot stomping music.
Example: Small farms are small businesses. Several in my area are specialized. One local farm has a large herd of American buffalo. Another has over 75 Tibetan yaks. These farms concentrate on the butchered meats of buffalo and yak. Shoppers at the farm stores keep dads busy at backyard grills with unusual steaks and other cuts.
Example: A half-dozen or so small craft breweries are in my area. Dads can stop in these places to sample the current offerings. When you know what he likes, take home a case or a 5-liter box to surprise him on Father's Day--or any other occasion.
Example: A dozen wineries are located within a 30-minute drive of my home. Several of these regularly win medals in national and international competitions. Many hold events throughout the year. Stop in just about any day to taste the wines currently available. And take home some bottles of dad's favorites.
Example: Big box stores and small operations alike offer all sorts of things that will turn a dad's head. Think tools he works with or the things he uses to outfit a vehicle. A friend's wife got her husband a form-fitting mat for the bed of his pickup truck. A simple gift, but he was ecstatic. Another dad got a dashboard holder for his phone. And my daughter sent me a set of unusual gardening tools--I'll think of her with every use.
When it comes to pleasing dad with a gift, first get inside his head. Look at the world from his perspective. Home in on something he will use, enjoy, and remind him of you.
After a lifetime of founding and growing several small businesses, I retired at 75. Nowadays, I spend my time writing, interviewing business people, and coaching small business. Email me your questions and get a quick answer--send to AlWarr16@gmail.com and put BLOG in the subject line. Your privacy is always respected.
Monday, June 9, 2014
Educating clients
Free daily tips, information and advice for people in small business
from someone who has been there, done that in several small businesses.
Clients and customers don't always know the best solution to their problem. The problem that brings them to you opens the door at your place for several possible solutions.
It's true in many businesses--from dentists to landscapers, from hearing specialists to home re-modelers, from event planners to gift shops to health food stores to plumbers to gyms and more.
It's up to you to dig beneath the surface, make certain you identify the real problem, and offer solutions that the client/customer will be happy with. The returns are real--the current job, future come-backs, and referrals
Example: A specialist in home re-modeling brings experience and expertise to that first visit with a customer. I know a very successful re-modeler who provides much more than free estimates. If it's a kitchen, he sketches out some quick possibilities, asking questions about special needs of the cook--islands for special work, hanging racks for pans, storage for small appliances, etc. If it's an office, he discusses what kinds of work will be done there--placement of lighting and windows, storage cabinets and racks, etc. If children are in the home, he reminds the client that the kids will be growing up--when they leave, what will be done with this room? If the client plans to sell the place and move on, which types of improvements will add value?
Bringing your knowledge to bear on the situation at hand can transform a selling experience into an on-going relationship with the client. It's the client who will pay the bill, so it behooves the specialist to dig beneath the surface and satisfy the client's needs.
Other examples: A dentist concentrates on selling smiles, not crowns and fillings. An expert in hearing problems emphasizes his policy that no client pays until 60 days of satisfactory hearing passes. A landscaper shows the client what the new garden will look like, using all the computer tools he has in his handy laptop. Lawyers need to educate clients on the applicable law, but they also need to find ways to help clients do what they want to do--lawfully.
And small businesses engaged in computer technology, networking, social media and all the rest need to understand that other people in small business do NOT understand what computer people can do for them--they get it when it comes to QuickBooks and TurboTax because they already understand accounting and taxes. But they have little appreciation for social media--Facebook, Twitter, LinkedIn, and the rest. Patience and fundamental education are needed here.
After a lifetime in business, I retired when I turned 75. Nowadays, I spend my time writing about small business, coaching and working with people in small business. It's a unique world with problems of its own. You can email me your questions at AlWarr16@gmail.com (put BLOG in the subject line so I don't delete). I answer every email, and I always respect your privacy.
from someone who has been there, done that in several small businesses.
Clients and customers don't always know the best solution to their problem. The problem that brings them to you opens the door at your place for several possible solutions.
It's true in many businesses--from dentists to landscapers, from hearing specialists to home re-modelers, from event planners to gift shops to health food stores to plumbers to gyms and more.
It's up to you to dig beneath the surface, make certain you identify the real problem, and offer solutions that the client/customer will be happy with. The returns are real--the current job, future come-backs, and referrals
Example: A specialist in home re-modeling brings experience and expertise to that first visit with a customer. I know a very successful re-modeler who provides much more than free estimates. If it's a kitchen, he sketches out some quick possibilities, asking questions about special needs of the cook--islands for special work, hanging racks for pans, storage for small appliances, etc. If it's an office, he discusses what kinds of work will be done there--placement of lighting and windows, storage cabinets and racks, etc. If children are in the home, he reminds the client that the kids will be growing up--when they leave, what will be done with this room? If the client plans to sell the place and move on, which types of improvements will add value?
Bringing your knowledge to bear on the situation at hand can transform a selling experience into an on-going relationship with the client. It's the client who will pay the bill, so it behooves the specialist to dig beneath the surface and satisfy the client's needs.
Other examples: A dentist concentrates on selling smiles, not crowns and fillings. An expert in hearing problems emphasizes his policy that no client pays until 60 days of satisfactory hearing passes. A landscaper shows the client what the new garden will look like, using all the computer tools he has in his handy laptop. Lawyers need to educate clients on the applicable law, but they also need to find ways to help clients do what they want to do--lawfully.
And small businesses engaged in computer technology, networking, social media and all the rest need to understand that other people in small business do NOT understand what computer people can do for them--they get it when it comes to QuickBooks and TurboTax because they already understand accounting and taxes. But they have little appreciation for social media--Facebook, Twitter, LinkedIn, and the rest. Patience and fundamental education are needed here.
After a lifetime in business, I retired when I turned 75. Nowadays, I spend my time writing about small business, coaching and working with people in small business. It's a unique world with problems of its own. You can email me your questions at AlWarr16@gmail.com (put BLOG in the subject line so I don't delete). I answer every email, and I always respect your privacy.
Friday, June 6, 2014
Tomorrow is today
Free daily tips, information and advice for people in small business
from someone who has been there, done that in several small businesses.
Throw yourself forward in time a thousand years. Archaeologists are sifting through the remains of our civilization. They are perplexed. What could explain the millions of miles of paved roads and the vehicles that used them?
Gradually, the scientists home in on a theory. These ancient peoples were sun worshipers. They raced out of their houses at sunrise, driving around to welcome the sun. At sundown, they interrupted their activities to drive around the roads again to bid the sun goodnight.
Any given set of facts can be explained in very different ways. It's true with scientists, and it's true with people running businesses.
Questions: Am I trying to move too quickly? Am I on top of the changing marketplace? Is the money for growth being generated fast enough internally? Do I really know my present clients/customers? Do my clients/customers really know what I do? Am I headed in the same direction they are? Do I pay enough attention to their needs and concerns? What can I do to better prepare for tomorrow? Should I be changing directions to better address tomorrow's marketplace?
People in small business are fleet of foot. They can change directions on a dime. This is a great asset, but it can lead into blind alleys. Like the future archaeologists, people in small business can come to the wrong conclusions.
Logical thinking is a great tool. It proves itself over and over again. But it is not the only tool.
Intuition is the tool that leavens the bread. If it feels wrong, don't do it. It means that logic has begun from a false premise. Go back to the facts and find the missing pieces.
Now, go back to the top and read this again.
From my lifetime of founding, growing and thinking about business, first in corporate America, and then in small businesses of my own. You can email me your questions at AlWarr16@gmail.com and put BLOG in the subject line so I don't delete. Your privacy is always respected.
from someone who has been there, done that in several small businesses.
Throw yourself forward in time a thousand years. Archaeologists are sifting through the remains of our civilization. They are perplexed. What could explain the millions of miles of paved roads and the vehicles that used them?
Gradually, the scientists home in on a theory. These ancient peoples were sun worshipers. They raced out of their houses at sunrise, driving around to welcome the sun. At sundown, they interrupted their activities to drive around the roads again to bid the sun goodnight.
Any given set of facts can be explained in very different ways. It's true with scientists, and it's true with people running businesses.
Questions: Am I trying to move too quickly? Am I on top of the changing marketplace? Is the money for growth being generated fast enough internally? Do I really know my present clients/customers? Do my clients/customers really know what I do? Am I headed in the same direction they are? Do I pay enough attention to their needs and concerns? What can I do to better prepare for tomorrow? Should I be changing directions to better address tomorrow's marketplace?
People in small business are fleet of foot. They can change directions on a dime. This is a great asset, but it can lead into blind alleys. Like the future archaeologists, people in small business can come to the wrong conclusions.
Logical thinking is a great tool. It proves itself over and over again. But it is not the only tool.
Intuition is the tool that leavens the bread. If it feels wrong, don't do it. It means that logic has begun from a false premise. Go back to the facts and find the missing pieces.
Now, go back to the top and read this again.
From my lifetime of founding, growing and thinking about business, first in corporate America, and then in small businesses of my own. You can email me your questions at AlWarr16@gmail.com and put BLOG in the subject line so I don't delete. Your privacy is always respected.
Thursday, June 5, 2014
Chiropractors expand
Free daily tips, information and advice for people in small business
from someone who has been there, done that in several small businesses.
Chiropractors usually build a practice over time. It can be a slow, unpredictable process. But several chiropractors I know have found a key to expanding the client base.
Example: Bette became a doctor of chiropractic and opened the door to her small clinic. She knew it would take time to build a practice based solely on chiropractic treatments. And she had an idea that she could overcome this by immediately expanding the operation. Networking her way through the holistic and alternative health communities, she homed in on several specialists--experts in massage, nutrition, yoga and the use of hypnosis to help people lose weight or stop smoking. Separately, these small businesses struggle as independents. Together, she convinced them, they could form a wellness center that would appeal to a wider public. It has been a successful expansion, and she is now adding a licensed acupuncturist to the group. The new wellness center's website is comprehensive but easy to navigate.
This example shows how several independents can come together to create a center offering more than any one of them might do alone.
Example: Another chiropractor concentrated his practice on sports and related injuries, together with the problems experienced by long-distance truck operators. He located his offices at a major truck stop on a heavily traveled interstate highway, resulting in a continuing stream of appointments. Then he reached out to the surrounding schools and sports teams to form relationships with them to handle their aches and pains. He is now putting in place relationships with area medical centers and clinics, so that referrals come to him from other doctors. He has limited his practice to chiropractic, but he has extended the business net far and wide. Appointments can be made through his website and on mobile devices.
This example shows how a chiropractor expands, not by bringing in other specialists, but by seeking additional avenues that feed the business.
Example: William is a chiropractor who loves his work. He attends every gathering of chiropractors, and he stays on top of every advance in the field. Expanding the business by being an expert is a different kind of expansion. He holds open and free informational sessions for the general public to expound on common problems and solutions--this results in more appointments. He provides free brochures to everyone--this results in educating the public and keeps the phone ringing. He has an extensive website--this builds confidence and traffic. He has written several popular books for laymen on the subject--this results in invitations to speak and royalties from book sales. He is invited to speak at area meetings of doctors at hospitals and clinics--this results in referrals by physicians not expert in chiropractic.
This example shows how a chiropractor's expertise can propel the business to new heights. The pathways to success are many and varied.
Questions? After 40+ years founding and running several small businesses, I am now retired and spend my time writing and coaching people in small business. Email me your questions for quick responses--AlWarr16@gmail.com and put BLOG in the subject line so I don't delete. Your privacy is always respected.
from someone who has been there, done that in several small businesses.
Chiropractors usually build a practice over time. It can be a slow, unpredictable process. But several chiropractors I know have found a key to expanding the client base.
Example: Bette became a doctor of chiropractic and opened the door to her small clinic. She knew it would take time to build a practice based solely on chiropractic treatments. And she had an idea that she could overcome this by immediately expanding the operation. Networking her way through the holistic and alternative health communities, she homed in on several specialists--experts in massage, nutrition, yoga and the use of hypnosis to help people lose weight or stop smoking. Separately, these small businesses struggle as independents. Together, she convinced them, they could form a wellness center that would appeal to a wider public. It has been a successful expansion, and she is now adding a licensed acupuncturist to the group. The new wellness center's website is comprehensive but easy to navigate.
This example shows how several independents can come together to create a center offering more than any one of them might do alone.
Example: Another chiropractor concentrated his practice on sports and related injuries, together with the problems experienced by long-distance truck operators. He located his offices at a major truck stop on a heavily traveled interstate highway, resulting in a continuing stream of appointments. Then he reached out to the surrounding schools and sports teams to form relationships with them to handle their aches and pains. He is now putting in place relationships with area medical centers and clinics, so that referrals come to him from other doctors. He has limited his practice to chiropractic, but he has extended the business net far and wide. Appointments can be made through his website and on mobile devices.
This example shows how a chiropractor expands, not by bringing in other specialists, but by seeking additional avenues that feed the business.
Example: William is a chiropractor who loves his work. He attends every gathering of chiropractors, and he stays on top of every advance in the field. Expanding the business by being an expert is a different kind of expansion. He holds open and free informational sessions for the general public to expound on common problems and solutions--this results in more appointments. He provides free brochures to everyone--this results in educating the public and keeps the phone ringing. He has an extensive website--this builds confidence and traffic. He has written several popular books for laymen on the subject--this results in invitations to speak and royalties from book sales. He is invited to speak at area meetings of doctors at hospitals and clinics--this results in referrals by physicians not expert in chiropractic.
This example shows how a chiropractor's expertise can propel the business to new heights. The pathways to success are many and varied.
Questions? After 40+ years founding and running several small businesses, I am now retired and spend my time writing and coaching people in small business. Email me your questions for quick responses--AlWarr16@gmail.com and put BLOG in the subject line so I don't delete. Your privacy is always respected.
Wednesday, June 4, 2014
Artists and artisans
Free daily tips, information and advice for people in small business
from someone who has been there, done that in several small businesses.
Painters and sculptors, photographers, jewelry makers and wood turners--all these have trouble connecting with a buying public and supporting themselves.
Creative and talented artists and artisans tend to be immersed in their work. They also frequently disparage the arts of advertising, merchandising, marketing and selling. But they ignore these at their own peril.
Art galleries have helped to bridge this gap in the past. Increasingly, however, art galleries are turning themselves into high end gift shops. The focus is on the up-scale buyer. Bringing together the works of many artists and artisans in one place attracts customers looking for things that are not mass-produced.
Example: As a youngster, Judy loved to making bracelets and necklaces out of unusual materials. As an adult, she moved into semi-precious stones, silver and gold. Her designs attracted attention, but many of her works languished on the shelf. She connected with a high-end gift shop and experienced immediate success. They displayed Judy's works, handled the sales, and promoted her jewelry. The shop arranged a special open house to meet the artist. As time passed, prices for her jewelry doubled and then tripled. Judy is now in the process of making similar arrangements with other high-end gift shops in other cities.
Brick and mortar locations can become destinations for serious shoppers. But the Internet reaches out worldwide.
Example: John spends full time in his workshop. Wood turning is a special love, and he has always been fascinated with the machinery used. He earned a nice living turning out wooden bowls, and, as a profitable sideline, reconditioning old lathes and selling them to other wood turners. He decided to up his game by using the Etsy website and Facebook. He took some time to create--not bowls, but spectacular sculptures using different woods and finishes. The result was exposure to a vast audience. He tapped into the client base that was previously unavailable to him. Now he earns more than just a nice living.
Using the Internet has opened up vast markets to artists and artisans. They can now reach out far beyond the space where they do their special creations.
Questions? I retired when I turned 75 and spend my time now writing and coaching. You can email me your questions at AlWarr16@gmail.com and put BLOG in the subject line so I don't delete. My 40+ years experience is at your disposal, and I always respect your privacy.
from someone who has been there, done that in several small businesses.
Painters and sculptors, photographers, jewelry makers and wood turners--all these have trouble connecting with a buying public and supporting themselves.
Creative and talented artists and artisans tend to be immersed in their work. They also frequently disparage the arts of advertising, merchandising, marketing and selling. But they ignore these at their own peril.
Art galleries have helped to bridge this gap in the past. Increasingly, however, art galleries are turning themselves into high end gift shops. The focus is on the up-scale buyer. Bringing together the works of many artists and artisans in one place attracts customers looking for things that are not mass-produced.
Example: As a youngster, Judy loved to making bracelets and necklaces out of unusual materials. As an adult, she moved into semi-precious stones, silver and gold. Her designs attracted attention, but many of her works languished on the shelf. She connected with a high-end gift shop and experienced immediate success. They displayed Judy's works, handled the sales, and promoted her jewelry. The shop arranged a special open house to meet the artist. As time passed, prices for her jewelry doubled and then tripled. Judy is now in the process of making similar arrangements with other high-end gift shops in other cities.
Brick and mortar locations can become destinations for serious shoppers. But the Internet reaches out worldwide.
Example: John spends full time in his workshop. Wood turning is a special love, and he has always been fascinated with the machinery used. He earned a nice living turning out wooden bowls, and, as a profitable sideline, reconditioning old lathes and selling them to other wood turners. He decided to up his game by using the Etsy website and Facebook. He took some time to create--not bowls, but spectacular sculptures using different woods and finishes. The result was exposure to a vast audience. He tapped into the client base that was previously unavailable to him. Now he earns more than just a nice living.
Using the Internet has opened up vast markets to artists and artisans. They can now reach out far beyond the space where they do their special creations.
Questions? I retired when I turned 75 and spend my time now writing and coaching. You can email me your questions at AlWarr16@gmail.com and put BLOG in the subject line so I don't delete. My 40+ years experience is at your disposal, and I always respect your privacy.
Tuesday, June 3, 2014
Bakery expansions
Free daily tips, information and advice for people in small business
from someone who has been there, done that with several small businesses.
A bakery near my home has been in business for many years. It is a highly successful family operation. Cars line up around the block, waiting for parking, and customers then wait in line inside.
Another bakery in a nearby town opened three years ago. Season after season, this operation struggled. Finally, last month, it closed.
The difference here was not location. The successful bakery is located on a narrow out-of-the-way street, and it is difficult to park. The one that closed was on a small town's main street with a constant flow of automobile and pedestrian traffic.
Many things contribute to success in the bakery business. Freshness, taste, variety, display, service, attitude, spreading the word--all these are important. Price plays a part, but it is often overly emphasized--customers looking for a bargain go elsewhere. A sample table can enhance the waiting customer's experience and increase awareness and sales.
Example: Another bakery in my area gradually changed her operation to become a specialty bakery. Once offering cookies, pies and donuts, the owner now concentrates on spectacular cakes. Straightforward carrot cakes that once sold for $20 are now shaped like a bunch of carrots and go for $50. A birthday cake for a man in love with his Corvette is shaped and colored like his car--it went for $100.
Examples: A bakery can increase its reach and bottom line by partnering with a local caterer or wedding specialist. This puts your product in front of a new audience. Do some local catering yourself--company meetings can use trays of biscotti, cookies, and other treats. Stay on top of current food trends--gluten-free goodies are in demand now. If space is available, consider holding birthday parties, corporate meetings, retirement parties, and other events at your facilities. And don't neglect selling possibilities on the Internet--Facebook can propel your operation locally and beyond.
Expanding a bakery takes careful thought and planning. But the rewards are there for the taking. Go for it!
Questions? I retired when I turned 75, but I stay active helping people in small business. You can email me your questions--put BLOG in the subject line so I don't delete. Your privacy is always respected.
from someone who has been there, done that with several small businesses.
A bakery near my home has been in business for many years. It is a highly successful family operation. Cars line up around the block, waiting for parking, and customers then wait in line inside.
Another bakery in a nearby town opened three years ago. Season after season, this operation struggled. Finally, last month, it closed.
The difference here was not location. The successful bakery is located on a narrow out-of-the-way street, and it is difficult to park. The one that closed was on a small town's main street with a constant flow of automobile and pedestrian traffic.
Many things contribute to success in the bakery business. Freshness, taste, variety, display, service, attitude, spreading the word--all these are important. Price plays a part, but it is often overly emphasized--customers looking for a bargain go elsewhere. A sample table can enhance the waiting customer's experience and increase awareness and sales.
Example: Another bakery in my area gradually changed her operation to become a specialty bakery. Once offering cookies, pies and donuts, the owner now concentrates on spectacular cakes. Straightforward carrot cakes that once sold for $20 are now shaped like a bunch of carrots and go for $50. A birthday cake for a man in love with his Corvette is shaped and colored like his car--it went for $100.
Examples: A bakery can increase its reach and bottom line by partnering with a local caterer or wedding specialist. This puts your product in front of a new audience. Do some local catering yourself--company meetings can use trays of biscotti, cookies, and other treats. Stay on top of current food trends--gluten-free goodies are in demand now. If space is available, consider holding birthday parties, corporate meetings, retirement parties, and other events at your facilities. And don't neglect selling possibilities on the Internet--Facebook can propel your operation locally and beyond.
Expanding a bakery takes careful thought and planning. But the rewards are there for the taking. Go for it!
Questions? I retired when I turned 75, but I stay active helping people in small business. You can email me your questions--put BLOG in the subject line so I don't delete. Your privacy is always respected.
Subscribe to:
Posts (Atom)