Venture Lab Exercise #2

ARE YOU PAYING ATTENTION? Shopping? Really? I hate shopping! Since I do most of my buying online, at Goodwill, or at the farmers’ market, this assignment would have been difficult even without other constraints. The biggest problem was that I was on the road for ten days, driving from Fallbrook (San Diego County) to the San Francisco Bay area, to Lake Tahoe, back to Sacramento, down the coast to Pismo Beach, and finally home again, the evening this assignment was originally due. It was not possible to download the directions, much less photograph six shops AND write up some creative insights. Somewhere on eastbound I-80 I gave up the idea of even trying. But 1,500 miles behind the wheel gives one a lot of time to ponder events, and so it came to me that this assignment could be altered somewhat to be extremely helpful in considering aspects that might improve my own small fiber business. In fact, while attending a conference for spinners at Lake Tahoe, I meandered through the market of yarn, fiber and tool vendors and made quite a few notes. That is when the whole thing started to come together for me. This morning I noticed that the deadline had been extended, so here we go with some observations and how they might translate to improvements in my own vendor booth. Perfect timing, since we are off to the last big show of the year this Sunday. 1. Booths and stores that are cluttered, that have boxes lying around, or that are in a state of construction, remodeling, or setting up are a total turn-off. It looks as though the owner doesn’t care about customers, doesn’t care about time, or is just plain inept. Notes to self: Get there early enough to be completely set up by the opening time. Hide or remove all empty boxes.

2. It’s annoying to look around for the in-charge person, and embarrassing to walk up to other customers and inquire if they work there. No buyer should have to do that. Notes to self: Wear our RBN sheep shirts, (in matching colors, of course!) and engage customers whenever possible.

3. Signage is vital. Not only should the store name be prominently featured, but classes of items, descriptions of items, and PRICES also need to be posted where they can be easily read. How annoying for everyone to have to constantly ask (or answer) the same tedious questions dozens of times an hour. Or worse yet, how annoying to have to go look it up because you can’t remember! Notes to self: label, label label! Don’t trust to my ancient, addled memory.

4. Arrangement of items should be simple and visually appealing. Piles of stuff or too much crammed into small spaces detracts from the entire visual picture. Clean and simple is more attractive. And probably results in more sales. Notes to self: You know those empty boxes? Put them under the tables, and leave overstock there, out of sight.

5. Demonstrations are fascinating. They draw people in, or at least cause them to stop and look as they walk by. Giving folks the chance to try it themselves really increases the chance that they will buy the product. Notes to self: Arrange a comfortable and visible place to show off Navajo spindle spinning.

6. Store personnel that are constantly engaged in their own private activities or conversations - with each other or with their phones - should be banned completely. And those who sit in a stupor, showing less than a spark of life, discourage customers. Notes to self: Be aware and friendly. Tired doesn’t count.

7. Clerks who pounce on customers are as annoying as those who are self-absorbed. Notes to self: Train spouse to “read people” and relax more. 8. A non-distracting background is important in helping the items stand out. Similar items, different display backgrounds:

Notes to self: KISS: Keep It Simple, Stupid 9. For sale or just a display? It’s really pretty, but signage would help:

10. Have fun. Or at least try to look like it!