Create a Useable Business Plan That WORKS for YOU!



When you think of a business plan, what comes to mind?

Is it a leather-bound tome of perfect grammar, financial projections and graphs, complete with bibliography?

Or, was it written at your kitchen table and now has coffee stains, scribbled updates and new ideas in the margins?

If your mind’s idea of a business plan is the former, you’ve got lots of company: most people think a business plan looks more like a Master’s thesis than a working document.

However, if your idea of a business plan is the kitchen-table, hand-scribbly kind, you probably have benefited more from your efforts. Here’s why: a business plan should be a “road map” that changes with the terrain (changes in your business), road improvements (growth and expansion of your business) and new models (new product ideas).

Sometimes a formal business plan has its uses for presenting to your banker when you want to apply for financing for new equipment, a larger studio or national expansion (hey, it could happen!). But more frequently it is simply an outline of where your business is now, where you want it to go and how you plan to get there. Read on for some ideas to help guide you in keeping it simple.

• First, get started! A general, hand written plan is better than no plan.
• Discard any fears about someone reading it or judging you. This is your plan for your business! Don’t worry about spelling or writing skills. The point is to write down your ideas and plans.
• I prefer bullet points to a traditional outline with numbers; it’s faster to write and easier to add or delete items later.
• Be sure to save your document as you go, and save a backup copy, too.

Of course, the owner of an online shop has different goals, needs and concerns than the owner of a brick-and-mortar shop. Business is business, though, wherever we set up shop. The following are some general sections you’ll want to include in your plan:

• What’s happening now
• Where you want to go (goals, objectives)
• How you plan to get there
• Who is your competition
• What could stop or slow your progress (i.e. Etsy shuts down your shop, new competition)
• When you plan to get to each step (set intermediate or milestone target dates)

Notice that I used the W’s of Who, What, When, Where, etc. I find it’s easier to really think things through in these terms, rather than the more traditional Competitive Analysis, Risk Analysis, etc. Remember, having the best ideas won't help you if you don't get started!

Review your plan with someone you respect and trust, and whose opinions you value, such as another Etsy seller who is successful but not in direct competition with you. In our old coffee shop, I’d write the business plan and review it with my husband. We’d divide up the things to be done, and write down who would be doing which items. AND (and this is really important), the target dates for completing our tasks.

I reemphasize the last statement: target dates for completing the tasks. The process of zooming in for a close look on your "road map" is critically important – almost as important as the actual “doing”! For example, suppose your primary supplier quits supplying. What is your Plan B?



For every obstacle, find a possible solution and you'll sleep better at night!

A business owner benefits from second opinions, third opinions, and fourth opinions. Consider an informal “board of directors” of two to three trusted, knowledgeable people on whom you can draw for honest feedback, ideas and brainstorming. One of my Etsy teams periodically critiques a member’s shop, joined in by as many as can attend online. The result is a condensed (about 1 ½ hour) but intense session for marketing, photography, customer service, etc. This is great because it’s online sellers, familiar with the Etsy community and rules, and who are familiar with your work.

I also find it beneficial to ask for opinions from a select few people “on the outside” of Etsy for a regular consumer’s or business owner’s viewpoint. Both avenues of gaining insight have worked very well for me.


A road map without distances is just a pretty collection of colors and lines – great art but skimpy on how to get from here to there.



It is the scale and distance that give your road map and business plan its meaning, and without the structure of the W’s plus your target dates, you’re just completing a writing assignment.

And, remember that perhaps the most important step is to just get started!



I'd love to see your ideas, too, so let me know what you think!

Good luck -- and tune in again for our next episode of "When the Petal Blooms." Or, something like that. Thanks for reading!

Sheryl

Do we ‘Get Luck” or Give Luck?”

I found a lucky penny yesterday. 

It was all crusty with mud, rough around the edges, but it was there, straight ahead of my foot, waiting for me to pick it up. 

Peering at the image of ol’ Mr. Lincoln, trying to discern the year imprinted on my lucky penny, I felt lucky – lucky because:

• I am physically able to bend down and pick up a penny (ah, the simple things)
• I could then smile up at the sky and see the wild blue yonder with my eyes
• With a loving family and modern medicine, I am able to feel joy, happiness and love
• And, I was one cent ‘richer’ than before!

Yet, I was only partially lucky because -- in order to be truly lucky -- I must give away my lucky penny to someone else.  If I kept it, my luck would be unfulfilled; by giving it away to someone else, both of us are lucky.

The other person might feel lucky because someone (me) recognized them as a human being, and gave them a smile and a surprise.  And, perhaps they might then look up at the blue-blue sky and see the joy in their life, or feel loved even if for just a moment.  They might also feel a bit perplexed by the ‘random act’ aspect of it all, too!

I was in Walmart one time when I found a lucky penny in the check-out line.  I gave it to a boy about four years old in front of me, saying, “Here’s a lucky penny I found.”  His eyes got big and round, and he grinned and reached out his hand.  As I gave it to him, I said, “But, if you want to be really, really lucky, give it away to someone else.”  Total bewilderment on his chubby lil’ face, appealing eyes looked to his mom for translation.  So, I asked if he’d felt happy when I gave it to him; he said Yes.  I asked him if he’d like for someone he knew to feel lucky, too.  He said Yes, the grin returning to his expression at the prospect.  His mom suggested he give it to his cousin and he chattered about giving it to her and that it would make her feel happy.  I don’t know, of course, whether he did so, but I felt lucky at the encounter and enriched by the conversation with the little boy.  Thus, we both felt lucky by the same lucky penny.

Could it be that “luck” isn’t something we get, but rather is something we give away?  If I win the lottery, I might feel lucky, but if the money just sits in the bank, would I still feel luck?  I think I’d feel happier if I gave away my ‘luck’ to a women’s nonprofit, or built a ball field  – and then I’d feel ‘lucky’ and so would the recipients. And, if "luck" is a nonmaterial thing, can't it still be given away energetically, or through prayer or meditation?

I decided not to clean off Mr. Lincoln on my newest lucky penny.  Somehow, the dirt and dings hint at the journeys made by “my” penny – and the journeys yet to come.

Enjoy Your Wine More! -- Wine Glasses 101

Many articles are written about how to choose a wine.  The current guideline from the people who do such things is, thankfully, much more flexible and wine-drinker friendly.  

 As a painter, customers frequently ask me which glass, design, and/or which color would be "best".  In this post, I share some designs along with glass types and shapes as an introduction to future posts about the wonderful myriad of stemware choices.

Red wine, white wine and sherry and port glasses

First, let me explain that designs can be painted on nearly any glass with a smooth surface.  Prices may reflect the material -- crystal or glass-- and quality of the material as well as the painting time involved. 

Happily there are now options for many price ranges, plus non-lead crystal and dishwasher-safe crystal.   

Painting on crystal is like skiing on the lightest powder – a silky, lustrous texture in the hand.  Crystal also yields a slightly different translucency to the paint, allowing more subtlety to the finished result.  There are now so many affordable price options for crystal that it is becoming ever more popular.  Most Etsy sellers are willing to accommodate special requests, so inquire if you have a preference.

However, the paint may not be dishwasher-safe and may flake or fade.  Some glasses or crystal (according to a manufacturer’s rep) expand under extreme heat in a dishwasher; the paint may not expand and may crack.  When shopping for glasses online, read the seller’s satisfaction guarantee and return policy. 

Of course, the design options are limitless, and I really enjoy creating new designs.  Customers frequently request new combinations and designs.  Based on info from my customer and her objective, I usually email swatches of colors and photos of a prototype before beginning to paint.  When finished, I send photos of the completed stemware.  Paint is a wonderful medium to get things just as you want them!

  

Crystal - Deep Purple and Silver

I’m big on multi-tasking and I bet you are, too, so when looking for stemware, imagine it holding a rich chocolate mousse or fresh fruit.  Of course, it works for martinis and margaritas, too!

Next is which style of glass to choose.

Here are several styles of wine glasses, using the same basic design theme, and you can see the thin crystal glasses on the left (with lighter designs) and glass-glasses on the right with thicker stems and rims.  

 

If you’ve ever wondered why there are different shapes for different wines, below is a basic primer.  Until the mid-50’s, wine glasses had the same general shape.  Beautiful glasses and very elegant!

Vintage Crystal Wine Glass from VintageBiffAnn

However, taste testing in the 1950’s determined that the shape of the glass has enormous impact on how the wine’s bouquet, taste, balance and finish are interpreted by our taste buds.  In fact, I invite you to experiment with the same wine with different glasses -- I guarantee you'll be surprised!

In deciding between crystal and glass, the differences are more than just price, as you’ll see below.

 

Let’s begin at the top of the glass. 

Crystal vs. Glass

The circumference and shape of the rim determines how the wine is delivered to the tongue.  Some rims deliver the wine to the tip or the center of the tongue, while a rolled (thick) rim typically inhibits the delivery of the wine and the drinker misses out on the full flavors.

The bowl may be round, oval, straight, tulip or other shape – each of which determines how much and how fast the wine is experienced, the aeration and other effects.  A robust red wine tasted from a round-bowl wine glass will taste dramatically different than when tasted from a straight-bowl glass.

3 different shaped wine glasses

The stem may be long, short or nonexistent.   The stem allows the drinker to hold the glass without touching the bowl.  Touching the bowl raises the temperature of the wine; the temperature of the wine is important because low temperatures reduce the intensity, whereas high temperatures promote mainly alcoholic fumes.  

The stem also enhances the overall aesthetics of the glass.  Crystal stems are typically thinner and more elegant than glass stems.  Stemless glasses are fairly popular and provide a modern look although many modern wine glass designs feature stems.

 

Imperial purple glasses, cascading design

The base or foot obviously holds everything upright.  One way my glasses are distinctive is that I paint a different design on each glass’ base, for distinguishing whose glass is whose.  Frequently, these designs also become a friendly conversation starter.

For more details on selecting the perfect wine glass, 

I find that Riedel has the most information at

http://www.riedel.com/index.php?article_id=386&clang=0#

One interesting aspect of the shape is that wide, open glasses require us to sip by lowering our head.  On the other hand, a narrow glass forces the head to tilt backwards to drink, and the wine flows because of gravity.  Thus, the wine is delivered and positioned for optimal placement on the different "taste zones" of the palate.

As with choosing wine, there is some flexibility in glass selection.  Nonetheless, using the “wrong” glass obviously affects how we perceive the wine. Perhaps the drinker feels disappointed that the sweet fruit flavors are absent or that the flavor is overwhelmed by tartness.  When this happens, the wine is thought to be the culprit rather than the shape of the glass.

It will take time to recognize that

a glass is not just a glass, 

but an instrument of 

pleasure and enjoyment. -- Riedel

At your next party, you'll be the expert on wine glasses!  Cheers!

Sheryl

Wine Glasses - Black and Silver

Joseph's Coat Glasses

Beverage glasses - Joseph's Coat design

Keeping the “U” in Customer Service

Actually, it’s not the “U,” it’s the “You.” 

Below, I’ll tell you why it’s extra-important to stress your focus on your customers, and how to modify your writing style to do so.  Future posts will share writing tips so you can anticipate and address some common customer service issues, allow you to remain firm in your policies – and maintain your customer-centered style.

Selling online presents challenges that brick-and-mortar stores don’t face.   For example, our customers can’t touch or closely examine our wares, or return an item on their way to the grocery store, or rely on our community presence for assurance of our integrity. 

We also don’t have the luxury of a live conversation to clarify our return policy or clothing sizes.  Instead, we must provide detailed information, anticipate as many customer questions and issues possible, and lay out our policies concisely and accurately, all the while establishing our friendliness and credibility using the written word.

Part of the success in conquering these challenges lies (1) in establishing the right tone, (2) informing clearly and concisely, and (3) communicating directly without sounding unfriendly or difficult to buy from.

In this post, let’s tackle the first item -- setting up the right tone.  This would be like opening wide the door in your B&M boutique with a big smile, and drawing in your customer with a friendly welcome.  She is confident that you are devoting your attention to her desires and needs.  You communicate parameters about sizes and pricing while maintaining relaxed eye contact with her, and she stays engaged to listen to what you are saying.

Similarly, in your online shop, when you write with a “you”-centered style, you convey information and assure her that you care about her satisfaction – and keep her engaged by focusing your writing on her. 

The most effective way to do so is to put the U back in "customer."  Instead of using the pronoun “I” several times in your sections, use “you”.  The effect is to move the emphasis to your customer – who wants to feel important to you, the seller.

Suppose I write “I want all happy customers,” who is the person emphasized:  me or the customer?  To me, this appears to say that I and my ‘wants’ are more important than the customer.  However, if I write, “Your delight and satisfaction in your purchase are my main concern,” how does that change the tone of the conversation?

Here’s another example:

. . . I love to sew and use lots of color.  I make a wide variety of things.  I like to make things that I think people will want to buy because my friends told me I should sell my items.. . .

In the example above, “I” or “my” is used 7 times:  who is the emphasis on?  Also, would you say seven I’s verbally to engage a customer entering your B&M boutique?

Compare it to this:

 . . . You’ll see many colorful handmade items here at HandmadeColors, which I create with your tastes and style in mind. . . .”

In the example above, “you” is used at the beginning to draw in the customer and to involve her in your “conversation.”

These are obviously fictitious examples and everyone’s situation and specific style are unique.  Yet, I do believe your sales will improve by setting the tone – the voice -- for ensuring a welcoming and engaging visit for your customer. I invite you to try it; please let me know how it goes!

If you want your customer to know she is important to you,

convey it to her by putting the “U” back in customer service!

You will be glad you did!

In a future post, I’ll discuss how you can tackle the second step – informing clearly and concisely – to make your shop customer-centered and effective.