Wonwings diary-Getting it right-Setting up a Model Shop.
One of the things that I have done in the past apart from having my own model shop once,is to assist others as a consultant in setting up a successful series of model shops,the task is frought with hidden dangers as you can well imagine,notwithstanding the present trend towards online businesses I still feel that there is room for a successful model shop in most major and not so major towns,many fail simply through a few simple things and cannot sustain their business over a long period of time,before you embark on your ambition of a lifetime ask yourself a few very simple questions-
1/Are you prepared to sometimes spend hours waiting around for customers ?
2/Are you prepared to invest heavily in stock ?
3/Is your product knowledge up to scratch or does it have any grey areas ?
4/Are you prepared to specialise or prefer to stock a few of each item probably leading to grey areas of stock levels ?
5/Are you prepared to give customer backup,such as training to use the goods that you sell ?
6/Will you run an online business alongside your normal shop business ?
7/Will you just show boxes,or have a few areas set aside with built up models ?
8/Will you offer a model building service ?
There are many other questions that I could ask but we will deal with each of these in turn as follows-1/ All the customer ever thinks that you do is stand behind a counter,he does not see you running around for stock after hours,doing your bookwork,packing goods,cleaning the shelves or even sweeping the floor,but the fact remains that for every sale whether it be for a few pence or a few hundred pounds takes many hours of your valuable time,whilst the customer will think because there are only an handful of people in the shop you have all the time in the world to chat,the fact remains that you need to strike a balance,during the day you probably get visits from representatives and callers,all of these will have to be dealt with in what little time you have.I have seen so many businesses fall into this trap,most do not give enough time to explaining things to customers,whilst others go over the top,my advice is to be realistic and give the best honest advice,never fluff your way through,you will soon get caught out.
2/Your initial stock is most important,you do not want too many lemons,lemons is a trade term for any poor moving stock,everyone gets a few but the important thing to remember is not get too many on board in the first place,initially you will need to sit down with every catalogue that you can get your hands on and place initial orders,do not be pressurised into placing minimum order amounts,this way you will almost certainly buy things that you do not require simply because you are attempting to make up the order,the best way to buy initial stock is to sign on with a very large cash and carry warehouse that deals in model shop items,this way you can buy as much or as little as you want to,this method of buying is called 'Cherry picking' buy sensibly with no gimmicks.
3/Is most important and I have seen many fall down in this direction,know your product well,if necessary buy one to make up,pull apart and get to know it,find the weaknesses and where and why you need to buy spares,the item will not be wasted as it can be used as a display item or a demonstrator.Dont forget to make sure that you can in fact buy spare factory spare parts,anything will wear out eventually and break with hard use.Make sure that you are conversant with every aspect of what you intend to merchandise,if you dont know about it then do not attempt to sell it,gen up and keep up to date,read everything that you can on the item or items.
4/ The big danger here is if you stock say trains,cars,aircraft,boats,helicopters,diecasts then you are going to stretch your resources to the very limit,better to specialise in a few subjects and do them well rather than dabble in too many lines,this is a trap for the unwary and can be a big cause of failure to get a business up and running.Your initial capital will need to go a long way especially with model related items,use it sensibly aiming at quick turn over quality merchandise.
5/ Customer back up is vital,if you cannot do this in house then at least make sure that you can fall on other organisations to carry it out,for example I used to offer flight training packages to customers in time slots that I could accomodate,training was booked up fully for 3 moths at a time,allowing for cancellations etc,bear in mind that two hours of your time is a valuable resource,do not under estimate how much time and energy it will take,never make sacrifices in quality of service,for example two hours of flight training is stressful and hard work,weather and other things play their part,think of all of these things.
Not many shops are fortunate in having their own car tracks or flying fields,that luxury is the domain of very few organisations,and also do not forget that you can only be in one place at a time,use your energies sensibly !
6/ Running an online business alongside the shop is probably the most successful thing that can be done today,however if you are in the shop selling then you will need a webmaster to run the on-line side as well,in doing so it is a full time specialised side to the business and is very labour intensive,but it can mean continued success for your business.
7/ Most people want to see what you are selling,I hate some of this modern packaging that stops you examining what you are buying,make sure that you have at least one of the items opened up and on display,this is also important.
8/ I used to offer a model building service,this was undertaken by a good friend who like myself had been building models all of his life,someone that I could rely upon to do the job,this is important as you do not want to let your customer down,in America people are assembling kits as a daily job,they usually work in conjunction with model shops,if you can clinch a sale by offering the model to be built up then find a good person with whom you can co-operate with.
Right so there are the basics of setting up a shop,please no more offers of asking me to manage it for you ! those days are over for me as I am now retired and my first and foremost job is a carer for my good wife,I am more than happy to share my knowledge and experiences having established a few successful businesses for people,to my knowledge the above is unique advice as model shops are specialised businesses requiring great care and patience.
Next time I will explain a few other important aspects that are easily overlooked.
( The picture above shows a model showroom designed by myself,it uses some of my own built up models,the business is now flourishing I am happy to say,see what I mean about displaying built up items ? )