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Hub You - The Small Retailer's Survival Guide - Part 9 Range Changes and Range Extensions
Opening a Dollar Store - Be Fair to Your new Business reluctant to allow humans to override their systems, and this is a key factor.Are you opening a dollar store? How big should your business be? How small should your business be? When first opening a dollar store as an independent owner most just set some goals and work to build a business that supports the final plan. But what happens when unexpected events occur?For most new entrepreneurs the primary factor that determines the size of the store is finances. It comes down to how much business you can afford to open. It is how much money you have and how much will that investment buy. With a little luck this formula works. However, what happens if important costs and reserves are forgotten? What happens if there isn’t enough money to properly open a dollar store and then keep that store running?When costs and reserves associated with opening a dollar store are forgotten the likely outcome is at the least stress and strain of working feverishly to find more money to keep the business operating during the early stages. It can even mean business failure. The bottom line is that projecting costs and expenses isn’t an area where a new retailer should work alone.Look to experts to help prepare the projected numbers. A qualified accountant with experience in discount retailing can really help eliminate some of the guesswork. There are also m As the large stores get better at system generated ordering, they are less inclined to allow human intervention. This is a great irony: the more humans tinker with the system, the less reliable it is in the long term. As every major stock imbalance is analyzed and a reason allocated, another item is added to the wish list for system changes. The changes are eventually made, and the edict goes out: no tinkering! Let the system do it. Human stock controllers are thinned as there is less need for them. Then a combination of events leads to another stock problem. The tinkering starts up again and the system - now an extremely fine balanced box of tricks - goes out of balance. Small Retailers have Speed and Flexibility Small retailers are less inhibited and less reliant on systems. Some have sparse - or no - stock and order systems at their disposal. If the small retailer is skilled at their job, the human touch can be far better than the best systems available. The fact is, a retailer can practice great flexibility in product range diversification. They can make short term merchandising changes to reflect a promotion or the onset of a sales season. They can identify a product that requires more space. They can also identify a promotional product or a new product whose sales are living up to expectation and cut back orders more quickly. A good small retailer is also listening to their customers and perhaps watching how the shop. They may make subtle changes to displays as Business Accounting Programs: What's the Right Choice for Your Business Back in days gone by, many small retailers would sell the same products in roughly the same quantities, week in and week out. This was especially true in some outlying areas where there was just one ironmonger, one jeweller, one butcher etc etc. Everybody had their role and trade was steady, if not sometimes a little boring, perhaps? Nowadays, things are a little different in most western
economies and many elsewhere too, where retailing is increasingly a battle of the fittest, and for the minnoes, often a struggle for survival. Small retailers have limited means to compete with the larger chains. They cannot spend large sums on advertising or on deep and lasting price reductions. Where they can match, and sometimes surpass their larger rivals is in range selection.There was a time when small businesses could run their operations with little to no book keeping or accounting practices. But with more and more people leaving their 9 - 5 job and opting to take their chances running their own small business either from home or an office is driving the demand for accounting programs. Countries all over the world are reporting an increase in small business and these small business help make up a countries GDP thus helping fuel their economies. The need for accounting programs for small business has never been greater as it is today, in fact most businesses can not get away with not having some sort of accounting program in place, to help run the day to day finances of their businesses.Each business is different in regards to accounting needs. Some businesses choose to outsource most of its accounting duties during tax season while others have accounting programs ranging from simplistic accounting programs to advanced accounting programs. Stricter government regulations over the years have made it mandatory for all businesses to properly file and abide to accounting regulations in place.. It is imperative that a businesses accounting program is up to par in doing so and can sometimes mean the success or failure of your business.
1. Reflection of seasonal changes in buying habits Established chains rely heavily on actual sales as a way to allocate shelf space in store. They will have built up a history of sales over many years. Through this data, they will judge the best time to bring in seasonal, promotional and trial products and will know which lines can be squeezed or dropped to make way for them. New products will often be trialled in a few selected branches in order to gauge the sales potential. The producers of new products will often be expected to heavily subsidise the price the retailer pays for them and fund much, if not all, of the advertising and promotional material. In some stores, the producers may be expected to rent the shelf space from the store and to have a full sale-or-return policy meaning that any risk to the retailer is neutralized. When it comes to launching new products, the steady system of using historical sales as a steer towards range allocation can go awry. This system is heavily reliant on a huge database that typically works well for large chains when a the spanner of a new line isn't thrown into the works. When this does happen, the normal stock and order system can become disrupted for weeks with a knock-on to many closely and distantly related product lines and this is despite computer modelling tools that are available nowadays. This is a typical problem brought about by introducing a new product line. Let's say that the product is a new woman's shampoo. 1. After discreet trials in a few stores, a sales forecast is arrived at for stocking the product company-wide This is a frequent occurrence and a common reason why the buyers/marketing people and stock management people are often at each others' throats. Stock managers would love there to be no Christmas, no Thanksgiving, no weather variations, no promotions, no stock and no customers. OK, I didn't mean the last two - I didn't mean any of them really, but you get the idea, I hope. The woeful tale of out of stocks and over stocks would have been repeated across all the chain's stores. This is because, once the machine starts running in one direction, there is no stopping it from branch to branch. Now this is where the small retailer comes in (in case you were wondering). Remember this: stock management is an art and not just a science. Small retailers have less access to science but have more opportunity to practice the art of good stock management. The big retailers have not yet found a way to include a common sense button in their computer systems and they are increasingly reluctant to allow humans to override their systems, and this is a key factor. As the large stores get better at system generated ordering, they are less inclined to allow human intervention. This is a great irony: the more humans tinker with the system, the less reliable it is in the long term. As every major stock imbalance is analyzed and a reason allocated, another item is added to the wish list for system changes. The changes are eventually made, and the edict goes out: no tinkering! Let the system do it. Human stock controllers are thinned as there is less need for them. Then a combination of events leads to another stock problem. The tinkering starts up again and the system - now an extremely fine balanced box of tricks - goes out of balance. Small Retailers have Speed and Flexibility Small retailers are less inhibited and less reliant on systems. Some have sparse - or no - stock and order systems at their disposal. If the small retailer is skilled at their job, the human touch can be far better than the best systems available. The fact is, a retailer can practice great flexibility in product range diversification. They can make short term merchandising changes to reflect a promotion or the onset of a sales season. They can identify a product that requires more space. They can also identify a promotional product or a new product whose sales are living up to expectation and cut back orders more quickly. A good small retailer is also listening to their customers and perhaps watching how the shop. They may make subtle changes to displays as Choosing The Right Business Name hich lines can be squeezed or dropped to make way for them. New products will often be trialled in a few selected branches in order to gauge the sales potential. The producers of new products will often be expected to heavily subsidise the price the retailer pays for them and fund much, if not all, of the advertising and promotional material. In some stores, the producers may be expected to rent the shelf space from the store and to have a full sale-or-return policy meaning that any risk to the retailer is neutralized.Sometimes, new entrepreneurs are in such a rush to get started at their businesses that they jump right into working with customers without giving much thought to their BUSINESS NAME. “I’ll just do business under my own name for a while, until I find something I like.” While it seems easy at the time, you might want to re-think the plan to change business names down the road. You will find that, as your professional recognition and customer base grow, people have started to IDENTIFY you with the name of your company. A name change in mid-stream can be costly and confusing.First, you will lose ground in the marketing arena -- it takes time and effort to build up BRAND RECOGNITION, and that time is lost when you change names. You may also lose customers to the competition -- what are they to think when they go looking for “Joe’s Mobile Car Wash” in the yellow pages and you’ve changed your name to “Fast and Easy Auto Detailing?” They might think that you’ve gone out of business and it’s time to find someone else to clean their cards. And finally, changing names can cause you increased PAPERWORK and EXPENSE -- changing your bank accounts, credit cards, marketing materials, incorporation documents, DBA registration, etc. So why not get it right the first time? Here are some When it comes to launching new products, the steady system of using historical sales as a steer towards range allocation can go awry. This system is heavily reliant on a huge database that typically works well for large chains when a the spanner of a new line isn't thrown into the works. When this does happen, the normal stock and order system can become disrupted for weeks with a knock-on to many closely and distantly related product lines and this is despite computer modelling tools that are available nowadays. This is a typical problem brought about by introducing a new product line. Let's say that the product is a new woman's shampoo. 1. After discreet trials in a few stores, a sales forecast is arrived at for stocking the product company-wide This is a frequent occurrence and a common reason why the buyers/marketing people and stock management people are often at each others' throats. Stock managers would love there to be no Christmas, no Thanksgiving, no weather variations, no promotions, no stock and no customers. OK, I didn't mean the last two - I didn't mean any of them really, but you get the idea, I hope. The woeful tale of out of stocks and over stocks would have been repeated across all the chain's stores. This is because, once the machine starts running in one direction, there is no stopping it from branch to branch. Now this is where the small retailer comes in (in case you were wondering). Remember this: stock management is an art and not just a science. Small retailers have less access to science but have more opportunity to practice the art of good stock management. The big retailers have not yet found a way to include a common sense button in their computer systems and they are increasingly reluctant to allow humans to override their systems, and this is a key factor. As the large stores get better at system generated ordering, they are less inclined to allow human intervention. This is a great irony: the more humans tinker with the system, the less reliable it is in the long term. As every major stock imbalance is analyzed and a reason allocated, another item is added to the wish list for system changes. The changes are eventually made, and the edict goes out: no tinkering! Let the system do it. Human stock controllers are thinned as there is less need for them. Then a combination of events leads to another stock problem. The tinkering starts up again and the system - now an extremely fine balanced box of tricks - goes out of balance. Small Retailers have Speed and Flexibility Small retailers are less inhibited and less reliant on systems. Some have sparse - or no - stock and order systems at their disposal. If the small retailer is skilled at their job, the human touch can be far better than the best systems available. The fact is, a retailer can practice great flexibility in product range diversification. They can make short term merchandising changes to reflect a promotion or the onset of a sales season. They can identify a product that requires more space. They can also identify a promotional product or a new product whose sales are living up to expectation and cut back orders more quickly. A good small retailer is also listening to their customers and perhaps watching how the shop. They may make subtle changes to displays as Is Business Image Important? attempt to predict this knock-on. As a result the competitor orders are reduced. No-one trusts the modelling system and so competitor product orders are not curtailed as much as the modelling system suggestsWhat does your business image say? Every business has its own professional image in the marketplace. When you stop to think about your image, what would you like it to be? Does your customer perceive it the same way as you do?Business image is an opinion or concept. The opinion or concept can be from a customer, supplier, manufacturer, advertiser, creditor, banker or anyone your home business deals with. It is determined by appearance and verbal or nonverbal communication. It can be how your phone was answered, what an email sent looked like, an invoice being paid on time or your appearance during a sale. There is an infinite number of ways that your business portrays itself to others.I have found that image ties into customer service and consistency also. How do we treat our customers? Do they receive the same standard and quality of product and service every single time? What a customer believes about your business good or bad that is your business image in their eyes. Once a perception is made it is very difficult to break that impression.Advertising gives home business owners the chance to portray who they are to their customers. Once the customer responds to the advertisement are they going to get the same professional image that the advertisement prov 4. Competitor shampoo shelf space is decreased to make room for the new arrival 5. The product goes on sale at a very low price after yet further discounts from the producer 6. Competitor female shampoos sales are hit, but not as much as was predicted. Why? Because the competitors react swiftly by reducing their prices and agreeing to take all the hit on margin. The store chain will not argue with this as they are the winners. 7, Customers take advantage of the low price on top of advertising pull and plain curiosity and stock up on the new product. Not trusting the new brand, though, many continue to buy their regular shampoo as a back up, especially as it too is at a lower price. 8. Because competitor shampoo shelf space was reduced, out of stock incidents of some lines increase resulting in a destabilization of the sales pattern for the whole product group 9. To complicate matters, men's shampoo sales are hit as the predominantly female customer base decides that the new low priced shampoo will be good enough for them! 10. Result: destabilized sales pattern across all shampoo lines. As sales data cannot be relied on, a this-time-last-year data set is used, factored by the product area's general variance on year and the sales pattern for the new product's birth and promotional period is suppressed from the database for future reference. The end result is that many lines go out of stock in many stores. Just when stocks recover, the system kicks in with extra orders and the whole range is allocated more shelf space. Too late: customer are well stocked up with shampoo and sales fall back, leaving a company wide overstock. Not only this, but the stock and order pattern is weakened over the subsequent few weeks and the same period the following year where year-on-year tempering of sales forecasts is not available. This is a frequent occurrence and a common reason why the buyers/marketing people and stock management people are often at each others' throats. Stock managers would love there to be no Christmas, no Thanksgiving, no weather variations, no promotions, no stock and no customers. OK, I didn't mean the last two - I didn't mean any of them really, but you get the idea, I hope. The woeful tale of out of stocks and over stocks would have been repeated across all the chain's stores. This is because, once the machine starts running in one direction, there is no stopping it from branch to branch. Now this is where the small retailer comes in (in case you were wondering). Remember this: stock management is an art and not just a science. Small retailers have less access to science but have more opportunity to practice the art of good stock management. The big retailers have not yet found a way to include a common sense button in their computer systems and they are increasingly reluctant to allow humans to override their systems, and this is a key factor. As the large stores get better at system generated ordering, they are less inclined to allow human intervention. This is a great irony: the more humans tinker with the system, the less reliable it is in the long term. As every major stock imbalance is analyzed and a reason allocated, another item is added to the wish list for system changes. The changes are eventually made, and the edict goes out: no tinkering! Let the system do it. Human stock controllers are thinned as there is less need for them. Then a combination of events leads to another stock problem. The tinkering starts up again and the system - now an extremely fine balanced box of tricks - goes out of balance. Small Retailers have Speed and Flexibility Small retailers are less inhibited and less reliant on systems. Some have sparse - or no - stock and order systems at their disposal. If the small retailer is skilled at their job, the human touch can be far better than the best systems available. The fact is, a retailer can practice great flexibility in product range diversification. They can make short term merchandising changes to reflect a promotion or the onset of a sales season. They can identify a product that requires more space. They can also identify a promotional product or a new product whose sales are living up to expectation and cut back orders more quickly. A good small retailer is also listening to their customers and perhaps watching how the shop. They may make subtle changes to displays as If It Weren't For Them-This Job Would Be Easy
As a manager, executive or business owner, you will be conducting meetings and strategy sessions with your employees. And you may discover, as many have before you, that one of your biggest manager/team leader headaches is dealing with the distracting communication style.It seems that in almost every team, there is at least one ‘difficult’ person. His/her communication style tends to hinder the flow of communication and distracts the manager/group leader from the prescribed goals.If managers/team leaders believe that the distracting behavior is a result of their style of leadership, they may feel inadequate or frustrated. It is important, therefore, that they understand these personalities are usually enduring styles rather than transient behaviors exhibited as a result of the team process.In working with numerous managers/team leaders, I have isolated five communication styles. As with life in general, it is the exception that rivets our attention and stimulates reflection. Using Eric Berne’s Games People Play as the paradigm, I have abstracted five distracting communication styles that appear consistently no matter the environment. They are:1. Yes, but 2. Wooden leg 3. If it weren’t for them (the boss, co-workers, management, etc.) ference. The end result is that many lines go out of stock in many stores. Just when stocks recover, the system kicks in with extra orders and the whole range is allocated more shelf space. Too late: customer are well stocked up with shampoo and sales fall back, leaving a company wide overstock. Not only this, but the stock and order pattern is weakened over the subsequent few weeks and the same period the following year where year-on-year tempering of sales forecasts is not available. This is a frequent occurrence and a common reason why the buyers/marketing people and stock management people are often at each others' throats. Stock managers would love there to be no Christmas, no Thanksgiving, no weather variations, no promotions, no stock and no customers. OK, I didn't mean the last two - I didn't mean any of them really, but you get the idea, I hope. The woeful tale of out of stocks and over stocks would have been repeated across all the chain's stores. This is because, once the machine starts running in one direction, there is no stopping it from branch to branch. Now this is where the small retailer comes in (in case you were wondering). Remember this: stock management is an art and not just a science. Small retailers have less access to science but have more opportunity to practice the art of good stock management. The big retailers have not yet found a way to include a common sense button in their computer systems and they are increasingly reluctant to allow humans to override their systems, and this is a key factor. As the large stores get better at system generated ordering, they are less inclined to allow human intervention. This is a great irony: the more humans tinker with the system, the less reliable it is in the long term. As every major stock imbalance is analyzed and a reason allocated, another item is added to the wish list for system changes. The changes are eventually made, and the edict goes out: no tinkering! Let the system do it. Human stock controllers are thinned as there is less need for them. Then a combination of events leads to another stock problem. The tinkering starts up again and the system - now an extremely fine balanced box of tricks - goes out of balance. Small Retailers have Speed and Flexibility Small retailers are less inhibited and less reliant on systems. Some have sparse - or no - stock and order systems at their disposal. If the small retailer is skilled at their job, the human touch can be far better than the best systems available. The fact is, a retailer can practice great flexibility in product range diversification. They can make short term merchandising changes to reflect a promotion or the onset of a sales season. They can identify a product that requires more space. They can also identify a promotional product or a new product whose sales are living up to expectation and cut back orders more quickly. A good small retailer is also listening to their customers and perhaps watching how the shop. They may make subtle changes to displays as These Scary (Friendly) Words Sabotage Cold Calls reluctant to allow humans to override their systems, and this is a key factor.When we were kids, most of us had some adult teach us to greet people with a "Hello" or "Good Morning"; to say, "Please" and "Thank you"; and to ask permission of adults before going out to play with the neighborhood kids.Flash forward a couple of decades and those same social niceties are reinforced by all sorts of business and sales gurus who tell us what we need to know we learned in kindergarten!So, imagine my surprise when I first heard about the executive committee meetings where presenters received specific, no-nonsense instructions for their conduct during these meetings."State your business clearly and in bottom line terms. Don't ask us questions. Do tell us what we need to know to make effective decisions. Do not say 'good morning.' Do not say 'thank you for your time.'"By the time the Secretary/Drill Sergeant of the Corporation finished briefing the "young first-timers", every single one of the rookies was shakin' in his boots!Social niceties are absolutely, positively, no doubt about it … totally inappropriate at the executive level.Being socially correct is a hard habit to break, but well worth the effort, as you learn new language that will serve you particularly well when cold calling executives.Many of your collea As the large stores get better at system generated ordering, they are less inclined to allow human intervention. This is a great irony: the more humans tinker with the system, the less reliable it is in the long term. As every major stock imbalance is analyzed and a reason allocated, another item is added to the wish list for system changes. The changes are eventually made, and the edict goes out: no tinkering! Let the system do it. Human stock controllers are thinned as there is less need for them. Then a combination of events leads to another stock problem. The tinkering starts up again and the system - now an extremely fine balanced box of tricks - goes out of balance. Small Retailers have Speed and Flexibility Small retailers are less inhibited and less reliant on systems. Some have sparse - or no - stock and order systems at their disposal. If the small retailer is skilled at their job, the human touch can be far better than the best systems available. The fact is, a retailer can practice great flexibility in product range diversification. They can make short term merchandising changes to reflect a promotion or the onset of a sales season. They can identify a product that requires more space. They can also identify a promotional product or a new product whose sales are living up to expectation and cut back orders more quickly. A good small retailer is also listening to their customers and perhaps watching how the shop. They may make subtle changes to displays as a way of marshalling customers to a new line that may have been overlooked. Most importantly - they can react instantly. Large retailers cannot. As a small retailer, range changes and new ranges may benefit from a plan, but that plan can be amended or even ripped up if necessary. For large retailers, systems that work so well from day to day tend to bleed when confused by the disruption of range changes. A small retailer's reliance on a hands-on approach - so time consuming and potentially error prone from day to day - can give you a great advantage when ranges are changed. As a result you may find that, with three weeks to go before Christmas, you are fully stocked with seasonal lines and have a full compliment of regular staple products, while your larger competitor down the road is suffering from out of stocks while the store manager looks on helpless. As a small retailer, remember to keep a watching brief on slow sellers. When a product goes slow, try to rationalize the problem. Has the price risen recently? Has your competitor recently reduced prices of this product, or perhaps a popular internet store? Is a related product competing? For example, if you run a general food store don't forget that the fresh food you sell has a relationship to the frozen food you may also sell, or some dry grocery products. If you have brought in a new line of frozen broccoli then expect a downturn in sales of the fresh variety. Remember that slow sellers can be squatting on valuable selling space. If, once you have gone through the options, it is decided that a product is not selling because it is simply less popular, then you may need to consider delisting it. Sophisticated forecasting, planning and stocking systems are great for large chains. For small retailers such systems would not only be disproportionately costly, they could take away the one advantage you have over your larger rivals and that is speed, flexibility and, of course, the human touch. You need to get in your customers' minds. Get to know what they want and when they want it; better still, get to know whet they want BEFORE they want it. Look out for the final part of this series - if your are struggling as a small retailer, it might just give you a life-line, as I examine the future for small retailers where things may look bleak.....for the large retailers. Stay tuned.
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