The Specialty Shop: How to Create Your Own Unique and Profitable Retail Business

ISBN: 081447442X

Category: Business

Tag: Business & Investing


Posted on 2009-03-18. By anonymous.

Description



Dorothy Finell "The Specialty Shop: How to Create Your Own Unique and Profitable Retail Business"
AMACOM | 2007-03-13 | ISBN: 081447442X | 240 pages | PDF | 1,4 MB


At some point in their lives, many people fantasize about running a shop of their own. But while many of them actually do open their own shop, only about a quarter of them will succeed. Every year, nearly two million small specialty shops open in the U.S. alone, and more than 500,000 go out of business. The Specialty Shop shows readers how they can establish a business that they are passionate about and that will also be profitable for years to come.

Dorothy Finell has traveled the world in search of fascinating, creative, and successful shops. In The Specialty Shop, she describes more than 37 of them, including bakeries, gift shops, toy stores, book shops, tea houses, clothing boutiques, and even unique shops like Papier-Maché, a mask shop in Venice, Italy and The Carmel Doll Shop in Carmel, California. Based on interviews with shop owners, Finell offers advice on everything new shopowners need to know, from pre-planning, décor and display, finance, and customer service to marketing and community relations. She also includes appendices on trade and gift shows where shop owners can find the merchandise they need. Filled with lively vignettes and beautiful photographs, The Specialty Shop will show prospective owners how to open the shop of their dreams and nurture their business into a success.

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Contents

A Stone-Faced Customer xi
Introduction 1

1 Planning Your Business 5
Finding Your Niche 6
Furnishings and Apparel 10
Trade Shows and Gift Fairs 11
Financial Planning 15
Success Stories: 17
The Tea House, Teas & Accessories 17
Every Little Thing, Miniatures & Collectibles 20
Whittaker’s, Gifts 20

2 Ambience, De´cor, and Display 23
Ambience 23
Interior Decor 25
Establishing a Theme 26
Exterior De´cor 28
Merchandise Display 30
Vignettes 33
Display Windows 34
Success Stories: 35
La Conversation, Bakery & Cafe 35
Buosi, Men’s Apparel 40
Jan de Luz, Linens & Furniture 43
Papier Mache´, Masks 45

3 Location, Location, Location 49
Demographics 50
What Not to Look For 52
Carmel, California 52
Success Stories: 56
Helia’s, Women’s Apparel 56
Candlesticks of Carmel, Candles 59
Bittner, Pens & Accoutrements 61
Cottage of Sweets, Candies 61
Nature’s Bounty by the Sea, Gems & Minerals 64

4 Creating Mini-Boutiques 65
Success Stories: 65
Landis General Store, Mini-Boutiques & Gifts 65
Why Not, Children’s Apparel & Toys 72
KRML, Radio Station, Retail, Concert Venue 74

5 Finances 77
SCORE Advice 77
Inventory Control 81
Licenses, Trademarks, Zoning, and Insurance 82
Taxes 82
Gaspar Cardinale: Consultant 84
Success Stories: 89
The Carmel Hat Company, Hats 89
Henning’s, Cakes & Party Goods 92

6 Customer Service and Hiring and Training
Personnel 97
The Primary Principles of Retailing 98
Learning the Ropes 99
Are You In the Right Business? 99
Hiring 101
Training 104
Return Policies 110
Success Stories: 113
Husk, Women’s Apparel, Arts & Crafts 113
Felloni, Fabric, Men’s Apparel 117
Coffee and The Works, Kitchenware 120
Velo Pro and Trailhead, Bicycles, Camping, Hiking 123

7 Marketing, Advertising, and Promoting 127
Defining Marketing 127
Paid Advertising 129
Newspapers 129
Special-Interest Publications 130
Cable TV 132
Phone Books 133
Put Yourself in the Movies 133
Websites: Individual, Co-op, and E-Commerce 134
Public Relations 138
Newsletters 138
E-Mail Promotions 139
Press Releases 139
Flyers 140
Writing Feature Articles 141
Customized Logos 142
Promotions 142
In-Store Promotions 144
Theater and Other Event Advertising 144
Charity Benefits 145
Gift Wrapping 145
The Best Marketing 146
Success Stories: 147
Scabass, Women’s Apparel 147
The Book Den, Secondhand Books 151
L’Atelier, Knitting 154
The Carmel Doll Shop, Dolls 157
Juel, Jewelry 159

8 Bringing the Community Inside 163
Success Stories: 163
Pilgrim’s Way, Alternative Books 163
Bella and Daisy’s, Dog Bakery & Accoutrements 166
Thunderbird Bookshop, New Books & Gifts 171

9 Your Grand Opening 175
Invitations 176
Displays 178
Entertainment 178
Giveaways 179
Prizes 180
Refreshments 181
Guest Book 181
Promoting the Grand Opening 182
A Bridal Shop Opening 183
A Shocking Display 184

Appendix A: Trade and Gift Shows 187
Appendix B: E-Commerce Sites 209
Appendix C: Resource Guide to the Success Stories 211

Index 217

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