Hi Robert, Found your threadstring query very interesting. I started
a small business 5 months ago on a main street in a small town and
have been grappling with the same issues you mention.
I was very lucky to have hired very good people - I went with both
the they gave me and my gut. Most intelligent people are
also very creative, and I have offered incentives and motivation for
store Team Members to come up with ideas for decorating and enhancing
the store, which they have done a fine job with. We’re aware of not
cluttering up the store too much and allowing people breathing space
to roam it freely.
We haven’t done any display advertising as yet, but have attracted a
lot of local groups (girl scouts, moms’ groups, pre-schools) in our
type of business (a “paint-your-own-pottery” store), who do our
advertising for us when they have had an event at our store. Since
you have expressed a talent for carpentry, I would be remiss if I
didn’t mention that instruction/classes are a large part of the
store, too. The paint-your-own-pottery has been a great “feed” into
the classes, so if there’s something you can teach to the community,
like restoration, furniture refinishing, or the like, I would
certainly do that. Towards the end of a course, we always offer a
promotion as an incentive to take the next level or a related course.
Interestingly enough, when we recently placed a classified ad looking
for store help, we got many phone calls/visits from people who saw
the ad and didn’t necessarily want a job, but didn’t know we existed
and came in to paint pottery. Of course, when they came in, they
also found it we give instruction, and were interested in that as
well. So, even if you can’t afford a display ad right now, think
classified! Although we can’t afford an awning yet, we did invest in
a big banner for the front window. We also had our logo
professionally designed, which I’m very glad we did as it is well
worth the money and creates a perception about us and a visibility we
wouldn’t otherwise have.
We have a very “hands-on” attitude in the store. We encourage people
to touch our bisqueware and explore it (except for other peoples’
already painted pieces!), have loads of brochures and “how-to” tips
on the tables about painting pottery, and promotional materials for
classes around the store. Our Team is very customer service
oriented, which I hope sets us apart from other places, too – we
have a “just say YES” credo, as long as it’s not unethical, immoral,
or gives away the store 
We take customers’ suggestions very
seriously, implementing them and giving the store guest credit and
thanks for expressing their views. We encourage people to let us
know how we’re doing all the time. Again, we try to bend over
backwards in terms of out-servicing everyone around us. We even
offer store guests free chocolate and treats (unfortunately, many of
the team members wind up eating these as well, so we have had to
watch our weight a bit – mostly watching it go up!). It’s amazing
that sometimes people come in, adults and kids, just to grab a treat
in the guise of looking around the store or stopping to chat!
Managing people has been the most difficult part of the business for
me. I used to do weekly scheduling since everyone is part-time, but
I would suggest for any one in retail to start with a permanent
schedule and not make the mistake of having to schedule people every
week. It’s just too much work trying to keep track of seven peoples’
lives (eight, if you count me amongst those who still have a life!).
If someone now needs to change their permanent hours, they are
responsible for finding a team member to replace them and letting me
know about the change.
We also developed a clear, concise way of tracking inventory which
you need from the very beginning. A purchase order of some kind that
you can check against incoming inventory is a great thing to have.
You’re very smart to have joined the local chamber of commerce. That
is definitely a step in the right direction and will help you network
with the community.
We’ve also realized that as much as we want to please our clientele,
that you cannot please everyone all the time. We had to, very early
on, define who we were and what is was we could and couldn’t do. For
example, we got many requests to fire other peoples’ clay since we
had kilns - but had no systematized way of doing that OR assurance
that their clay wouldn’t explode in our kilns and ruin others’
pottery - so we had to LEARN to say no to that, and it made quite a
few people unhappy, but that’s life. After experiences like that, we
tried to anticipate what a lot of the questions would be and everyone
is “scripted” in writing (in a procedures book that we keep on the
premises) on how to respond to FAQs or potential situations that
might come up. The public will be extremely creative and challenging
in what they ask of you and keep you on your toes at all times!
My strength is not with people, per se, but I’m a very good
administrator - so I was very aware of hiring a team of people that
would be very customer service oriented and very outgoing and good
with both adults and children. In other words, I hired with my
weaknesses in mind, because I really didn’t need anyone to duplicate
my strengths. They’re a wonderful team and I feel lucky to have
them. One day soon I hope I can pay them more than what I’m paying
them now, although everyone just got raises.
Having been at this for only five months, I’m by no means an expert,
and feel like there’s still so much I have to learn, and so much I’m
probably not even aware of yet. I’ve tried to note some of the things
that have worked for us and I hope they help you. The best of luck in
your new venture! P.S. - I was wondering what part of the country
you’re in?
Good luck -
Madeline, Ceramic Dynamic/Arts Umbrella