Weekend Reading 6/24/11

June 24, 2011

Retailers Continue to Add to Expansion Pipeline. Expansion by the national and regional continues to increase, which will put pressure on rents as the chains absorb the excess space on the market.  Now is the time for the boutique retailer to take advantage of the market. A year from now the pickings will be a lot slimmer.

Startup Professionals Musings: How You Can be Viewed as a Fundable Entrepreneur.  How you present yourself and your idea can make the difference.

Live Webcast | BNET.  Very relevant for a small business owner starting a new store. Finding the time to get everything done is always a challenge.

The 5 Minute Guide To Cheap Startup Advertising. If online marketing is part of your store front  marketing plan this is worth reading.

Subway franchisees find success through perseverance » Abilene Reporter-News. I love stories about entrepreneurs who keep through grit and determination succeed. This is a good one.


How To Avoid Tenant Improvement Cost Over Runs

June 22, 2011

For the small business owner few things are more frustrating or gut twisting than getting halfway through a project and having your contractor give you a change order for unexpected items that totally blows your budget.   You are left contemplating where to get the money to finish your store and get the doors open.  As you scrabble for the money, the store sits partly finished for weeks, or even months, and valuable time is lost.  You can’t walk away from the store because you have committed everything, and you’re obligated to a long-term lease. You are “caught.”

How do you avoid this trap?

Select a good quality contractor who has been in business for many years and is licensed and bonded. Contracting draws to it many people with little experience organizing and managing projects.  The only requirements to obtaining a general contractor’s license is to pass a test and pay the fees. The ease of getting a license draws people who maybe talented as framers, but who do not have a clue how to organize, manage, budget the work and payments to the sub contractors. Longevity in the business means a lot. Contractors generate a lot of their business from referrals, and they only get referrals if  they have satisfied customers.

Many people find a contractor in a way that I do not recommend.   They simply put out their plans to bid.  This requires plans to be complete and ready to submit to the city, or plans that have already been submitted to the city and been approved.

I prefer to select a contractor before the plans are drawn and have the contractor team up with the architect in the design phase. The architect brings creativity and knowledge of codes and structural issues. The contractor can bring the same things, but with practical hands on knowledge of what happens during construction. Using both of them in the design phase will generally catch problems that could or would have come up during construction.

I have found my best contractors by word of mouth. Ask for referrals from leasing agents, developers and business owners.

Select the contractor from interviews and after you have checked with the state licensing board and better business bureaus for complaints. Rather than bid the project, I prefer working on a negotiated contract basis with a contractor that will open up his books and give me a detailed line item budget.

If the project will take longer than thirty days, progress payments to the contractor and his sub contractors will have to be paid.  These payments should only cover  the work completed at the time of the payment.  An amount of money (retention amount) generally 10% should be held back from each payment pending completion of the project, receipt of a Certificate of Occupancy from the city, satisfactory evidence that all the sub contractors have been paid, and complete lien releases have been given to you.  The retention is your insurance policy for getting the contractor and the subcontractors to return and repair the “pick up” items that occur on every job.

Planning and using the right people at the right time is the key to a successful store opening.


Weekend Reading 6/19/11

June 19, 2011

Small Business? Big Dreams? No Loans. | Credit.com News + Advice.  Getting a loan for your small business is still hard but it is improving. In another post I am going to show you how to put together package on your business that will get you a loan.

Freedom, Not Money, Buys Happiness | The Secret to Happiness | Business News Daily.  This is so true. I would go a step further and say that having a feeling of control over the direction of your life and your actions is equally as important.

ICSC – International Council of Shopping Centers. Short article on the state of financing for small businesses.

Future of Shopping Malls – KIMT.com – Iowa & Minnesota Together. More discussion on what is happening in the retail space leasing market.

Note to entrepreneurs: Your idea is not special | Entrepreneurial. Execution is the key to successful store front start ups.


Marketing A New Store Front Business

June 17, 2011

If you are planning on opening a retail, fast food, or dental office in a retail site, have a marketing plan in place and functioning that kicks into gear on the same day you sign the lease for your new space.  The days of just hanging out a sign and waiting for the customers to walk in the door are gone. Develop a coordinated marketing plan designed to bring a rush of customers to your door when your business is new and fresh. This applies whether you are opening a barber shop, clothing store, restaurant or sporting goods store. It applies to every kind of store.

Marketing is one of the two keys to success in launching any business.  Innovation is the key to marketing.   Innovation within a new retail business could be the product your selling, but it should always be central to the brand and style you present to your potential customers.

A good marketing plan will integrate five different types of marketing that you need into areas you must cover to open your business with a bang.

1) Make your store front signs unique. Generic signage like “DELI” or ‘MARKET” only tell passers-by that you exist, but they do little to say, ” come in, I’m good, I’m different.” Create a brand identity to prominently display on the front of your building.  This branding will create positive overflow into all the other areas of your business.

2) Traditional media; ie. newspaper press releases, cable and radio commercials, brochures and mailings are powerful, and yet, I rarely see small businesses use one.  Tradition media is a great tool for getting yourself and your business known. They can coordinate a media blitz focused on the day you open your doors, as well as, your ongoing effort to keep your business name in the public eye.

3) Website and social media have changed forever how people shop. Having and using a website effectively is not an option it is a must. Using the new social media mobile platforms is probably a “must” for the future. People expect to see your business on the web. Static fixed websites are on the way out.  Flexible blog platforms, which allow easy updates and make for a more friendly online environment are “in”.

4) Grand openings and politicians go hand in hand. Get the word out to the surrounding neighbors, friends, set up a grand opening, which would include local politicians, radio personalities or anyone else who might drive traffic.  be sure to keep the traditional media aware of our grand opening and participating dignitaries.

5) Merchandising your store is the last element of a successful launch.   I know that large retailers spend millions working and reworking their merchandising plans and layouts.

Yes, it will cost some money to do these things. Think of it this way: you are taking the risk to open a new store so why not make a complete commitment.  Put everything you’ve got into it and spend the money that a full-blown marketing plan will take. After watching numerous stores open with poor marketing and most eventually failing  there is no question that doing it right means a complete marketing effort.

 


Save Money: Bring an Architect on to Your Team Early

June 14, 2011

A successful store opening doesn’t just happen. Having a team of experts in whom you have qualified and established a working relationship is a key element to a successful beginning. Knowing when and how to use these experts is another key.

Architects, like many other professionals, tend to specialize in specific types of buildings; retail stores, restaurants, office buildings and medical offices, to name a few. These businesses have specialized requirements when it comes to design, layout, mechanical systems, and building codes. Finding an architect who has specialized in your market niche saves you time and money.

The architect has a significant role in the early phase of your business planning process. With specialized knowledge of your type of business, the architect can help you correctly determine the optimum size, shape and specialized building requirements your business will need.  With the excitement and enthusiasm that comes with opening your own store, there often comes the mistaken idea that “bigger is better”. A competent architect will help you avoid this trap of grandiose thinking. Always keep in mind that rent as a percentage of gross revenue, for retail uses , should run between 6% and 10%. For example: good pre-planning of your space can make the difference between taking a 2,000 square foot space instead of a 2,500 square foot space. If you were paying $2.00 psft plus another $.65 in Common Area Maintenance Costs this 500  square foot difference would save you $15,900 per year. Planning pays.

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