|
Q. I am transitioning to a new
career after sixteen years to spend more time with my
family. We moved to a very small town (less than ten
thousand people) and I want to start an coffee shop
business and also offer PC repair. How can Iinvestigate
and then promote this business?
A. In a big city, you'll
make decisions by numbers and neighborhoods. In a small
town, you schmooze!
On the surface, everyone
will be friendly, optimistic and positive.
Your challenge: Get below
the surface and learn the true story. You might consider
asking a lot of questions before you disclose your own
intentions. Listen for, "I wish we had"
1. Talk to others who have
opened businesses recently.
What challenges have they
faced? What works and what doesn't? Were others newcomers
successful? If so, were they truly new or did they have
deep roots in the town, such as a brother who lived here
forty years?
If nobody's opened a
business for awhile, dig deeper. Maybe there's no market.
Or maybe they're just waiting for you to arrive! Sometimes
a new business can generate latent demand. It's a judgment
call.
2. Make a great first
impression.
Promotion isn't hard in a
small town. Ten minutes after you've opened, everyone will
know! Some towns resist doing business with uppity
newcomers. Others welcome new blood. Regardless, your
first impression will linger a long, long time. And you'll
have trouble recovering from a local opinion leader with a
bad experience.
3. Uncover the town's
market and memory.
Considering buying a
business? Take time to discover the owner's reputation.
When the local residents seem eager for a change of
management, you'll need a new name and image. But if
someone's just moved away and everyone misses them, you've
got a wonderful opportunity. Right now in Silver City we
could use a few first-rate pet-sitters and dog groomers.
But be sensitive to change.
Before I moved here, I'm told, at least three coffee shops
failed. Now we have several, along with a wine bar and a
microbrewery. All seem to be thriving.
4. Search the fine print of
local regulations.
Here in Silver City, our
newest businesses had to fight all kinds of red tape to
get opened. One called City Hall to get help with a
business that was new to the area. "It's not listed
here," said the clerk, "so it's probably
illegal." (The business has opened and thrives.)
Another discovered his license hadn't come through because
the Council forgot to add it to the agendaand they weren't
interested in making last-minute changes.
Any time you serve food or
drink, you know you're facing permits. Find out what's
involved locally.
5. Prepare to do most of
the work yourself.
In a small town, you can
have trouble finding good help. The local work ethic may
surprise you - in either direction.
6. Know your community.
Will your market come from
second and third generation local residents? Or are you
serving those who relocated recently from urban areas?
Here I've met folks who think three dollars is way too
much to pay for espresso drinks. But those who bonded with
Starbucks will buy at least one cup a day, every day.
7. Build relationships.
If you can attract a town
leader, you'll draw a following. Conversely, if you
inadvertently alienate a key player, or if a local
person's got an idea on the drawing board, you'll be
miserable.
And in a small town, you'll
be expected to be a super-citizen. Choose alliances and
sponsorships carefully. Prepare for all sorts of friendly
requests to donate time, materials and money.
|
