become a fabjob guide to new age store owner

Open your own New Age shop!

Pamela White

FabJob Guide to

Become a New Age

Store Owner

Visit www.FabJob.com

ContentsAbout the Author .............................................................................9

Acknowledgements .......................................................................10

1. Introduction ..........................................................................................11

1.1 A Growth Industry .......................................................................12

1.2 Owning a New Age Store ............................................................13

1.2.1 Products ...............................................................................13

1.2.2 Services .................................................................................15

1.2.3 A Typical Day ......................................................................16

1.3 BenefitsofBeingaNewAgeStoreOwner ...............................17

1.4 Inside This Guide .........................................................................20

2. GettingReady .......................................................................................21

2.1 Skills and Knowledge You Will Need .......................................21

2.1.1 Spiritual Skills and Knowledge ........................................22

2.1.2 Interpersonal Skills .............................................................26

2.1.3 Business Skills .....................................................................27

2.2 PuttingItIntoPractice .................................................................31

2.2.1 Work in a New Age Store ..................................................31

2.2.2 Sell at Fairs and Street Markets ........................................32

2.2.3 Sell on the Internet ..............................................................34

2.2.4 Get Volunteer Experience ..................................................37

2.3 Be Your Own “Mystery Shopper” .............................................38

2.4 Learn From Other Business Owners..........................................43

2.4.1 Talk to New Age Store Owners ........................................43

2.4.2 Join an Association .............................................................45

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2.5 Educational Programs ................................................................48

2.5.1GetACertificate ....................................................................48

2.5.2 BusinessCourses ................................................................49

2.5.3 NewAgeCourses ...............................................................50

2.6 ResourcesforSelf-Study ..............................................................52

2.6.1 Books ....................................................................................52

2.6.2 Websites ...............................................................................53

2.6.3 New Age on the Internet ...................................................54

3. StartingYourNewAgeStore ............................................................56

3.1 ChoosingYourNiche ...................................................................57

3.1.1 New Age Book Store ..........................................................58

3.1.2 Psychic Shop ........................................................................60

3.1.3 Healing New Age Store .....................................................61

3.1.4 Renting Space to Other New Age Practitioners .............61

3.2 OptionsforStartingaNewAgeStore .......................................65

3.2.1 Buying an Established Store..............................................65

3.2.2 StartingaNewAgeStorefromScratch ...........................72

3.3 ChoosingaStoreName ...............................................................73

3.4 Your Business Plan .......................................................................75

3.4.1 What To Include In a Business Plan .................................76

3.4.2 Start-UpFinancialPlanning ..............................................82

3.4.3 A Sample Business Plan .....................................................91

3.4.4 Business Plan Resources ..................................................105

3.5 Start-UpFinancing .....................................................................106

3.5.1 GettingPrepared ...............................................................107

3.5.2 Equity vs. Debt Financing ...............................................109

3.5.3 Borrowing Money .............................................................110

3.5.4 Finding Investors ..............................................................113


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3.5.5 Government Programs ....................................................115

3.6 LegalMatters ...............................................................................117

3.6.1 Your Business Legal Structure ........................................117

3.6.2 Business Licenses ..............................................................123

3.6.3 Taxes ...................................................................................124

3.6.4 Insurance ............................................................................127

4. SettingupYourRetailStore ............................................................130

4.1 Finding a Location ......................................................................130

4.1.1 Possible Locations .............................................................131

4.1.2 PointstoConsider ............................................................135

4.1.3 Signing Your Lease ...........................................................142

4.2 Store Design ................................................................................150

4.2.1 Outside the Store ..............................................................151

4.2.2 Inside the Store..................................................................153

4.2.3 Store Security ....................................................................157

4.3 Displaying Merchandise ...........................................................159

4.3.1 Maximizing Sales ..............................................................159

4.3.2 CreatingWindowDisplays .............................................161

4.4 Retail Equipment and Supplies ................................................164

4.4.1 Items You’ll Need .............................................................164

4.4.2 Suppliers ............................................................................168

4.5 Obtaining Your Inventory .........................................................170

4.5.1 Wholesalers and Distributors .........................................171

4.5.2 Prices and Terms ...............................................................174

4.5.3 Consignment .....................................................................175

5. RunningYourBusiness ....................................................................179

5.1 Store Operations .........................................................................179

5.1.1 Developing a Procedures Manual ..................................179




5.1.2 AreasofOperationsChecklists ......................................181

5.2 Inventory Management .............................................................183

5.2.1 InventorySoftware ...........................................................183

5.2.2 Inventory Tags and Labels ..............................................187

5.3 Pricing Merchandise ..................................................................188

5.3.1 Guidelines ..........................................................................188

5.3.2 Retail Pricing Formulas ...................................................189

5.3.3 ProfitMarginvs.PercentageMarkup............................190

5.3.4 Standard Markups ............................................................192

5.3.5 FeesforWorkshopsandClasses ....................................193

5.4 GettingPaid .................................................................................195

5.4.1 AcceptingDebitCards .....................................................195

5.4.2 AcceptingCreditCards ...................................................196

5.4.3 Accepting Payment Online .............................................197

5.4.4 AcceptingChecks .............................................................198

5.5 Financial Management ..............................................................198

5.5.1 Bookkeeping ......................................................................198

5.5.2 Financial Statements and Reports ..................................200

5.5.3 Building Wealth ................................................................208

5.6 Employees ...................................................................................212

5.6.1 When to Hire Help ...........................................................212

5.6.2 RecruitingStaff .................................................................215

5.6.3 The Hiring Process ...........................................................218

5.6.4 New Employees ................................................................222

6. AttractingandKeepingCustomers ................................................226

6.1 Marketing Your Business ..........................................................226

6.1.1 Advertising ........................................................................227

6.1.2 Free Publicity .....................................................................231




6.1.3 Promotional Tools .............................................................235

6.1.4 Your Website ......................................................................240

6.1.5 Social Media .....................................................................246

6.1.6 NetworkingandReferrals ...............................................249

6.1.7 Your Grand Opening ........................................................251

6.1.8 TeachingWorkshopsandClasses ..................................255

6.1.9 Other Marketing Ideas .....................................................260

6.2 CustomerService ........................................................................261

6.2.1 GreetingCustomers .........................................................262

6.2.2 Making the Sale .................................................................263

6.2.3 Return/Exchange Policy ...................................................266

6.2.4 GettingRepeatBusiness ..................................................268

Conclusion .................................................................................................271




1. IntroductionCongratulationsontakingthefirststepinturningyourdesireforyourownNewAgestoreintoareality.Imagineeverydayfilledwithcustom-erslookingtoyouforguidanceasyouworkinthemidstofcascadesofcolorfulstones.Allthewhile,youlistentochakra-clearingmusicplay-ingfromthespeakersandbreatheinbeautifulscentsoforange,lemon-grass and cinnamon. You have set your intention to make the New Age storeareality,andnowyoufeelitmovingintoyourlife.

Most people who desire to open a New Age store have either grown up surrounded by people seeking a higher consciousness or have spent yearsreadingwonderfulbooksthatleadreadersthroughunderstand-ingpastlives,animalmedicine,dreamanalysis,psychicawareness,andhealingwithalternativemethods.YouhaveprobablyspenthourafterhourreadingTedAndrews,LouiseHay,orDoreenVirtue’sworks.YourhomeisbasedonaBaguamapthatoptimizestheenergyflow.YoumayevenpracticeReiki,colorray,orstonetherapy.

Onvacations,yougotothenearestNewAgestoreyoucanfind.May-be,asyou’vewanderedthroughthebookshelves,feelingthesmooth




coolnessofthestones,you’velongedtoexchangeyourcurrent,ordi-naryworkdayforyourownbusiness;onethatallowsyoutoconnectwith others on a spiritual level as you help your own clients raise their energy,consciousnessandself-understanding.

You know that many people are seeking answers to questions they cannot yet even understand. You already read about and study many metaphysicaltopicsandhavelikelyguidedfriendstoraisetheirper-sonalvibrationsandsetpositive,lovingintentionsfortheirownlives.Ifthisisyou,thenyoualreadyhavethebeginningskillstoopenaNewAge store.

YoucanlearnhowtorunaNewAgestore,stepbystep,andcrossthethresholdfromwhatyoudreamofdoingforalivingintobeingabletodoit.That’swhatthisbookisabout.Inthesepagesyou’llfindwhatyou’ll need to know to get started.

Thischapterlaysthefoundationfortherestoftheguide.ItexplainswhatsetsNewAgestoresapartfromotherretailstores,presentsthebenefitsofowningaNewAgestore,andexplainswhythetimingforopeningyourownshopcouldnotbebetter.

1.1 AGrowthIndustryConsideringthewidevarietyofmainstreamtelevisionshowssuchasGhost Adventures to Paranormal WitnesstoTLC’s‘Long Island Medium’ TheresaCaputo,itisclearthatmainstream,hardworkingpeoplearehungryforinformation,inspirationandanswersaboutwhathappensbefore,duringandafterourcurrentlife.TheInternet,bookandDVDphenomenon “The Secret” was not just about what was contained in thevideoandbook,butitwasaboutthedesiretohavesomesayinwhere our lives are going while we are here on Earth.

Overthepastthreeorfourdecades,NorthAmericansocietyhasshownagrowinginterestinNewAgephilosophyandbeliefs.Startingwiththegrowthofthecounterculturemovementsofthe1960s,andalongwithitagrowthinEasternspiritualconceptsincludingyoga,Buddhism,transcendentalmeditation,Chinesemedicine,andsoon,thenmovingintoagreateracceptanceofnature-basedbeliefssuchasShamanism




andpaganism,ourculturehascontinuedtoembracenewideasandproductsrelatedtothiswideningappealfornewformsofspiritualism.

ConsumerdemandforNewAgeproductsisevidentinthenumberofNew Age shops that have arrived across the country. According to a 2000articleinSpecialtyRetailReport,“NewAgeMovesTowardMainStreet”,therewereapproximately6,000NewAgestoresintheUnitedStates.Onarecentday,therewereover349MetaphysicalshopslistedjustoneBayalone,andover1,680NewAgestores.

Alongwiththisgrowthofstoreshascomegrowthinconsumerspend-ingfortheproductstheysell.Consumersspendbetween$15billionand$20billion,accordingtotheSpecialtyRetailReportarticle,with“theaveragegeneralconsumer[spending]about$1,145ayearonNewAgeproducts”Areportentitled“TheHiddenConsumer”producedbyHere’s How Marketing in 2002 noted that average consumer spending amongrespondentsonatypicaltransactionforNewAgeproductsorserviceswasbetween$30and$50.

ByopeningaNewAgestore,youcanjointhisgrowthindustryandcreateaplacewhereyoucanintroducenew,positivewaysofthinkingand living to customers.

1.2 OwningaNewAgeStoreOwningaNewAgestoreisawonderfulventure,seeminglywithoutboundaries.Manystoreownersteachclasses,hostspecialevents,andrentspacetohealers;allthewhilekeepingupahealthyretailenter-prisesellingtarotcards,books,decorations,stones,crystalballs,andcandles. Only you will set the limits on what your business will be and can grow into.

1.2.1 ProductsWhat does a New Age store sell? It indirectly sells intangibles like good health,happierlives,peacefulminds,anddeeperunderstanding.Italsosellstangiblesintheformofamixofgoodsthatallowcustomersofallincomelevelstofindthatspecialgiftforalovedone,aswellastoolsforliving in harmony themselves.




New Age stores typically sells products like:

•Angelitems:figurines,posters,books,jewelry

• Aromatherapy:aromaticcompoundsforthepurposeofalteringone’smood,cognitive,psychologicalorphysicalwellbeing

•Books:health,healing,psychicdevelopment,pastlives,medita-tion,Wicca

•Candles:spell,meditation,decorative,forreligiousservices

•Cards:angel,animalmedicine,tarot,oracle

•CDs:music,healing,meditation,self-help

•Celticitems

•Crystals:bothhealinganddecorative,fromsmalltohugeame-thyst cathedrals

•Divinationtools:dowsingrods,pendulums,crystalballs,runes,IChing,scryingmirrors

•Essentialoils:cinnamon,spearmint,grapefruit,patchouliandmany more

•Fabrics:wallhangings,tapestries,bags,clothing

•FengShui:windchimes,coins,waterfountains

•Giftitems:faeries,pixies,sprites,decorations,keychains,mugs,magnets

•Greetingcardsandposterswithangels,witches,stars,moons,chakras

•Herbs:packagedwithinstructions,soldbyweight,avarietyofboth healing and magickal herbs

•Householditems:prayerrugs,yogaclothes,humidifiers,Celticcloths,candles

•Incense:allscentsincones,sticks

•Jewelry:silver,stones,wire-wrapped,pendants,crystals

•Rocks:allkinds,avarietyofsizes




• Salt lamps

•Smudgingtools:abaloneshells,whitesage,pine,charcoal,feathers

Withineachoftheabovecategoriestherearemanyvariablestochoosefrom.Forexample,whensellingincenseitmakessensetoofferitinavarietyofshapesandscentsandtosellincenseburnersofdifferentsizesandshapes.CandlessoldinNewAgeshopsvaryfromthin,one-colorcandlesforcastingspellstolarge,scentedcandlesformeditation,plus the candle holders to go with each candle.

NotallNewAgestoresselleverything,however.WithintheNewAgestorebusinessmodel,therearenichemarkets.Somestoressellbooksonwitchcraftalongwiththetoolstocastspells.Otherstoreownerschoosetofocusonstones,crystalsandincense,whileothersopenNewAgebookstoresthatarepackedwithbooksandmusicbutlittleelse.

Yourchoiceofproductscandependonyourpersonalpreferences,butshould also take into consideration what your local and regional area customers are interested in.

1.2.2 ServicesNewAgestoresrarelythriveonproductsalesalone.Customerscomesearchingforanswers,andsometimestheywantanswersfromthespiritrealm.Ifyouarenotalreadyaproficientintuitiveorspiritualcounselorormedium,youmaywanttolearnoneormoremethodofdivination,suchasrunes,IChing,ortarotcards,inordertodoread-ingsforcustomers.

OtherservicestoprovideincludealternativehealingsuchasReiki,CrystalTherapy,orSoundHealing.Thesecanallbelearnedinashorttime,andmostofthemcanbedonewithoutextensivecertificationora license. Holding psychic message circles is another way to support your clients.

Holdingclassesandworkshopswillattractcustomerstoyourstorealso. You or someone else can teach courses on spiritual or psychic development,jewelrymaking,spellwriting,bellydancing,usingaBa-guamaptorearrangeyourhome,meditation,yoga,orvisualization.




OtherNewAgestoresteachaboutascendedmaster/violetflame,en-ergyandmovement,palmistry,tasseography(tealeafreading,some-timescalledtasseomancy),reflexologyandpaganholidays.

The best part is that the products you sell and the services you provide work in tandem to boost sales. Someone taking a meditation class will buymeditationCD’s.SomeonelearningtheTarotwillbeeagertobuyoneortwodecksofcardsplusbooksonthetopic.Someonetakingajewelrymakingorbeadingworkshopwillreturntimeaftertimetobuytheirfavoritebeads,stones,chainsandwireforwrapping.

1.2.3 ATypicalDayYouopenthedoortoyourbeautifulstore.Morningseemedtocometooearlyafterlastnight’sexcitingmessagecircle.Somanypeopleheardfromfamilymemberswhohadcrossedover.Keepingtheretailpartofthestoreopenlatewasagreatidea.Circleparticipantsdidn’twanttoleavethehighenergyofthegroupsomanychosetowanderthroughthe store looking over new merchandise. Many bought scented candles orsilverrings,oneboughtapewterdragonandanotheradozensticksoftheincensethatwasusedatthecircle.

Youtakeatourofthestore,featherdusterinhand,lookingforanysignofdust,smudges,orspilledherbaltea.Everythingmeetsyourapprov-al,andyougointothebackroomtoreviewyourinventory.Aknockatthedoor,andyourfavoriteUPSdriveristherewiththatshipmentofbooksfromLlewellyn.Youunpackeverything,logitintoyourinven-torysheet,andputthatintoyour“ToDo”folderforyourshopassistanttodolaterifthingsatthestoregetslow.

It’stimetofilltheurnwithwater.Somanycustomersnoticeablyap-preciatetheherbalteayouofferwhiletheyshop.

LookingatyouragendaforthedayyouseethatCathyiscomingintowork early today because you have already booked three Reiki heal-ingappointmentsthroughouttheday.Youlovethetransferofenergybetween you and the person you are working on so you know this is going to be a great day.

Thephonerings.Jenny,anewcomertothemessagecirclelastnight,hasgottenupthenerveforaphonetarotreading.Shegivesyouhercredit




cardnumber,yougetoutyourcards,andJennyreceives15minutesofspiritual advice and redirection. She is so happy that she makes an ap-pointmentforaone-hourreadingtobedonethenextweek.

At9:30,youopenthedoorand‘begin’yourdayasaNewAgestoreowner,althoughyouneverseemtoletgooftheintuitiveguideinsideyou.Nomatterwhereyouareandwhatyouaredoing,youarealwaysthinking about your store.

Today’s tasks include going over the holiday promotions with your freelancecopywriter.ItmaystillbeMaybutDecembercomesquicklyandlastyear’sholidaygift-givingseasonwasarecord-breaker.Youwanttocreatethesamebuzzwithyournewspaperandtelevisionads,andcreateamagicalnewwebsiteforthispromotion.

OnceCathyarrivestohandleallsalesandphonecalls,youtakeonehourtoconnectwiththedirectorofaregionalparanormalgroup.Youlovesettingupthesejointventures.Forthisone,theywillcomeandgiveatwo-hourpresentationfordonationsforthegrouponly.Thiswillbringinanewcrowdofpotentialcustomerswhodreamofghosthunt-ing,butfeelthattheNewAgestoreistoo“woo-woo”.Yourcharmneverfailsandyouknowyouwillendthateveningwithseveralnewloyalclients(andbigsalesonincense,pendulums,books,andsmudg-ing sticks).

Asthedayprogressesandthetrafficinthestorepicksup–Mother’sDaygiftshopping,highschoolgirlslookingforuniquejewelryfortheprom,aWiccanpractitionerstopsbytopickupsomesuppliesinclud-ingcandles,aporcupinequill,crushedstone,andsomeofyoursweet-grassandsagesmudgingblend–yougetyourselfacupofherbalteaand sit down.

Imagine,onetimeyoursuccessfulNewAgebusinesswasjustadream.Now it’s your reality.

1.3 BenefitsofBeingaNewAgeStoreOwnerThemainbenefitofcreatingyourownNewAgestoreisinmakingyourdreamcometrue,butthereareotherbenefitsaswell.Youwillearn a good living doing what you love. You will also grow personally




intoyourtrueauthenticself.Anotherlikelybenefitistraveltofindnewproducts,participateinworkshopsorvisitotherNewAgestores.Youwillbecometheexpertinallthatyouoffertoyourclients,andyouwillfindnewwaystoinfluenceyourworld,andthosewhoinhabitit.

FinancialRewards

WhilenoonecanguaranteewhataNewAgestorewillearnforitsowner,somedoverywell.Forexample,acolumnintheFall2008issueofNew Age Retailer(nowRetailing Insight)magazinesuggestedalow-endfigureof$250,000insalesperyearforastart-upNewAgeshop.Onelargeretailerfeaturedinthemagazinereportednearly$700,000inannualrevenues.However,muchdependsonwhereyousetupyourstore,competitionandlocalpreconceptionsaboutmetaphysicalmat-ters,andhowyoustructureyourhoursandwhatservices,classesandregularmeetingsyouoffer.

YoursalesmightbelessifyouareanicheNewAgebookstore.Andtheywillcertainlybemoreifyouareapsychicmediumandareavail-abletodo$200readingstwoorthreetimesaday,overthephone,on-line and in person. Every skill you and your partners or employees can offertoclientswillbringinmoreincome,andincreasetraffic.

Nomatterwhereyouare,andwhatskillsyouhavetoofferalongwithyourproducts,thisbookwillprovideavarietyofwaystofindyouridealclientsandattractthemtoyourstorewhateveryouteachorsell.

PersonalGrowth

Aspeoplecometoyouwithdifferentquestionsandproblems,youwilllearnnewwaystoofferguidance,youwillfindnewproductsthataddbeautyandharmonytootherslives,andyouwilllearnasmuchfromthoseseekingenlightenmentandpeaceastheywilllearnfromyou.

Andwhileyouthinkyouarenetworkingwithfengshuiexperts,yogainstructors,self-helpgroups,acupuncturists,psychichealers,andme-diumsinordertoexpandyourcustomerbase,thesepeoplewillopennewpathwaysforyourownpersonalgrowth.




Travel

YouwillbeonametaphysicaljourneywiththeprocessoflearningaboutandopeningyourNewAgestore,butyouwilltakemanyphysi-caljourneys,too.Businesstravelwillberequired(unlessyouhaveabuyeryouwanttosendtoallthegem,gift,artandfashionshows)sothat you can hand pick the items you wish to sell in your store. While you’re at the show you might just decide to check out all the local New Ageshops,metaphysicalschools,andhealingpractitionersforideasand to compare with what you have created in your New Age store.

AttainExpertStatus

Bybeingastoreowner,youwillbecometheexpertinmetaphysics,NewAgeideas,psychicorintuitionalreadings,psychicmessagecir-cles,tarotreadings,healingwithcrystals,buildingalabyrinth,holdingsweatlodges,orwirewrappingjewelry.

Beingtheexpertisagreatwaytogetpublicity,bothlocallyandbe-yond.Youcouldbeaskedtowritebooks,hostaradioshow,orteachata local college.

InfluenceandImproveYourNeighborhood andYourNeighbors

Maybeyourstorewilltakeonsomecauses–fightingbreastcancer,cleaningupourwater–andasastoreownerwithaclientbaseandafollowing,youhaveclouttomakenecessarychanges,andinsodoing,willmakeyourworld(locallyorglobally)abetterplace.

Freebies

Youwillhavepractitionersofhealing,psychics,cardreadersandmys-ticsofferingyousamplesoftheirskillsinordertobeinvitedtoteachorpromotethemselvesinyourstore.DistributorswilldropoffsamplesofmusicCDsandself-hypnosisrecordings.Wholesalerswillwooyouwithfreesamplesofessentialoils,herbs,books,andstones.




1.4 InsideThisGuideThe FabJob Guide to Become a New Age Store Owner is organized to help takeyoustep-by-stepthroughthebasicsyouwillneedtoopenandop-erateyourownstore.Thechaptersareorganizedasfollows:

Chapter2(“Getting Ready”) explains how and where to learn the skills you will need as a New Age store owner. You will need to know both interpersonalandbusinessskills,butalsowillwanttostudyuponspecialized skills that your New Age shoppers will appreciate. It cov-ers ways you can earn while you learn by selling online or working at someone else’s store. You can learn by working in retail shops and by networkingwithotherNewAgeretailerswhoownsuccessfulshopsoutsideyourstore’sarea.You’llalsofindresourcesforlearningmore.

Chapter3(“Starting Your New Age Store Business”) will help you decide whatkindofstoreyoushouldopenandifyouwanttonarrowyourstore’sfocusorniche.Thischapterdiscussesdifferentproductsyoucansellandwill help you decide whether to buy an existing store or open a new store. Italsoexplainswhatyouneedtogetstarted,includingyourbusinessplan,start-upfinancing,storename,andotherimportantmatters.

Chapter4(“Setting Up Your Retail Store”) walks you through how to findyourideallocation,howtodeterminethebestlayoutofdisplays,classrooms,andcheckoutforyourstore.You’lllearnwheretofindthebeautifulmerchandisethatyouwillsell,andhowtopricetheseitems.You will also discover what equipment and supplies you will need.

Chapter5(“Running Your Business”)takesyouintotheday-to-daychal-lengeofrunningyourstoreonceit’sopen.Itexplainshowtodevelopaproceduresmanual,andcoversinventorymanagement,financialman-agementandpricing,marketingyourbusiness,andworkingwithstaffand customers.

Chapter6(“Getting and Keeping Customers”) This is where you learn how to work with your customers and keep them coming back. Topics includenetworking,marketingideas,buildingwebsites,andtopwaysto get publicity.

Byfollowingthestepsinthisguide,youwillbewellonyourwaytolivingyourdream—openingyourownsuccessfulNewAgeStore.




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