Posts Tagged ‘small business’

BREAK POINT TWO

March 8th, 2010

Orders are easy; you get the money, you give some of it to your supplier, the supplier handles the rest. It is very simple, very straightforward. Analytic reporting and analyzing is something that is our personal responsibility as the website owner. No one is going to twist our arm and make us do anything, like a supplier would for a delinquent payment, yet this is something far more important to the success of your business.

Always Keep a Log

Always Keep a Log

The way in which you log is not as important as it is that you are logging your results. Be it in a spreadsheet that you will track results, or in a notepad, the important thing is you find something that works for you. The spreadsheet is the ‘normal’ answer, but if you’re not comfortable with it, don’t use it! Write by hand if that’s better for you, write it in a simple word processing document. This has to be something that is easy for you, or you are going to think of excuses not to do it.

A lot of marketing is going to boil down to running PPC campaigns, changing text on your homepage, and a host of other seemingly small, similar things. If we do not take the time to analyze what our efforts are actually doing, then there is no point in doing it. We cannot throw money or time into a machine, and expect results. We have to see in what areas our advertising is succeeding, and where it is failing, and change things accordingly. There are no hard or fast answers that can be given; your market is unique, and you have to work within it to be successful.

But with a little bit of extra planning, and weekly due diligence, we’ll be able to take full advantage of all that advertising gives us. Running a business is work, but if we take that little extra effort day to day, we’ll be pleasantly surprised by the results!

Wal Mart Already Did It

March 3rd, 2010

One of the most common problems people come up against when starting a website is immediately trying to stack themselves side by side with a retail giant like Wal Mart. Why bother trying to sell my item? Someone can just go buy it at a big store for half my cost anyway.

And you know what, they’re right. If you’re trying to offer something to your customers online that they can buy at a big chain store that’s ten minutes away, why are they going to wait a few days for it to ship? You’re not going to compete if you’re trying to go toe to toe with a bruiser like that. They don’t have decades of experience and billions of dollars in their corner doing nothing.

Instead, we want to consider what strengths we have as a dropship site that a large-scale store would not. Our primary advantage lies in that we are not carrying any inventory ourselves. An inventory choice made by a brick and mortar store is weighed carefully. They have to purchase in high enough volume that they can reasonably meet the demand for the item. If the item isn’t guaranteed to do at least moderately well, they can stand to lose a pretty penny if it doesn’t move.

Brick and mortar stores have to choose the safer path. They’re choosing what will appeal most broadly. They cannot afford to take a chance on a strange product line that would only appeal to true experts. As a dropship site we can.

We are not buying our items in massive quantities all at once. If a product line we have to offer tanks and doesn’t sell, its a hop, skip and a delete button away from being gone. We’re not going to have to liquidate the item to get precious floor space. When we want it gone, it’s gone.

We are much more free to experiment; we can try items that might not be universally popular, but will gather a dedicated following. We can offer a wide variety of similar items without having to worry they’re too similar. We’re giving a depth of options that many stores just cannot compare to.

So when someone asks why you want to sell linens when someone can just grab a quick set from Wal Mart, remind them confidently that while basic cloth and Superman patterns are great, there’s a wide world out there that the discerning buyer is going to look for, and they’re more often than not going to find their mega stores wanting.

Rule One: Not “Wrong” Isn’t “Right” | GoGo Dropship

February 16th, 2010

One of the most common spelling errors that people run into on their website is using homonyms incorrectly. One of the most common offenders is “web site” versus “web sight”. The common spell checkers out there aren’t going to catch it, as sight certainly isn’t a fake word, or even a misspelled word, but it isn’t the right word.

Make certain you are sending the “right” message.

Make certain you are sending the “right” message.

As part of this rule, the tense of the word is also important. You want to have the proper suffix for the job; -ing and -ed are our friends. It looks like we’re lazy and may drive away traffic when “We Are Have A Great Sale This Month!” on our website.

Making a mistake like that sends a message to your potential customers that you wrote things quickly, and may not have caught the mistake. We want to present ourselves as professionally as possible, so in addition to using the ever handy spell-check, read your sentence out loud before you submit the change. If it sounds wrong to you, change it until it sounds right!

I Fought the Law (But the Law Won)

January 13th, 2010

A lot of new business owners are sometimes confused by the necessity of setting up a proper business entity, or going through the effort of getting a Federal EIN number, or state tax identification number. Many think that this is an unnecessary step, especially considering the time involved to get this information. To understand the importance of this documentation, one must understand the way that dropshipping and product sourcing work.

When we wish to begin our business, the common assumption is that we go straight to the manufacturer and move forward directly from there. If we’re going to be the next Footlocker, we should go right to Nike, let them know we want some shoes, and then we’re good to go, right?

Wrong. A manufacturer typically does not want to have anything to do with any company that is not capable of purchasing from them in massive quantities. The reason for this is they are selling the product at a mark up over manufacturing cost, which is typically very far beneath its eventual retail cost. To make it worth their effort, they need to sell in large quantities… sometimes numbering in the hundreds of thousands of units at once! Most up and coming stores, be it brick and mortar or online, simply cannot do that. What are they to do?

The solution that was reached is that another company will come forward and purchase the inventory from the manufacturer, and resell it to us in smaller quantities. This company, the distributor, typically has capital, but is not interested in marketing or advertising. They are more than happy to resell the item in a smaller quantity, allowing us a foothold in the industry. It is through these distributors that the concept of dropshipping came into being.

However, how does this all relate to our initial question of the necessity of these identification numbers? The answer is simple; there is a barrier of entry necessary for these distributors to ensure that they are dealing with actual members of the trade. Most manufacturers do not want their product hitting the market at just above-cost. They don’t want individuals purchasing their items at next to nothing, as many manufacturers have lucrative arrangements with departments stores and the like to sell their product. If everyone was going to be able to sell for a fraction of the store cost online, why would anyone ever go to the store?

This is a very bad scenario for the manufacturer, regardless of how nice it might be for us as consumers, and to combat this many manufacturers require any distributor that they work with to verify that anyone whom they resell their product to is a licensed member of the trade… hence the necessity for us as prospective resellers to have this documentation.

With this hard restriction on most suppliers, it is very important that we do go through the tasks of establishing our identification numbers, federal or state, so that when we do get to the point where we have a supplier we want to work with, we’re not stuck in a rut, entirely unable to move forward because our supplier is requiring legal documentation that we just don’t have. We may try to fight this step, but in the end, if we want to move forward with our business, we’re going to have to get legal, or get out.

The Dropship Advantage

December 3rd, 2009

A common question that many people ask when getting into the e-commerce industry is, “Why should I bother?  Anything I can sell, someone can just buy at Walmart!”

It is a fair question; if big department stores can carry almost any conceivable product, why is it that anyone bothers to work online in the first place?  If we want to dropship, are we just doomed right from the start?

The answer, fortunately, is a resounding “NO!”.  What many people fail to realize is that the size of a department store is a great strength, but it is also a great weakness.  Your friendly neighborhood stores have to purchase each and every last individual item that they wish to sell to their customers.  Every decision is made off of painstaking research into what items have the broadest appeal, and bulk purchases are made accordingly.  As part of this model, there is not a lot of room for experimentation or error.  This isn’t the case with a dropshipping site.

With the freedom that the internet has afforded us as consumers, that model is becoming more and more antiquated.  Where it was once acceptable to simply purchase whatever was available at the store, as you had no real choice but a lengthy mail order process, if even that, we can now go online and look for our product, and see if anyone is selling anything a bit more tailored to our own preferences, not wherever the average consumer interest lies!

This affords us a great opportunity as dropship websites to hit these markets, at very little cost to ourselves.  We are not carrying any inventory, so any item that we place in our store from a supplier is simply an option on the table for our customers.  If the item sells poorly, we are not out any initial investment, or anything like that, we simply know that it is not popular, and we can replace it if we’d like to, but we’re under no obligation to do so. 

We are not losing any inventory space by having that item available, and in fact we are making ourselves more appealing to customers, who see the variety of items that we have to offer, rather then being shoehorned into purchasing whatever is most generically desirable.

We have to remember that working at the dropship level, we have the freedom to have a much more varied and interesting product line, and this freedom is something that the big stores cannot emulate.  Our inventory can be as vast and varied as we’d like, and at no cost to us, it is they who are unable to compete, not us!

Just Another Healthy Adventure

September 15th, 2009

When I was about 16, I went on an overnight hike with some of my friends and their Dads. In the beginning, I didn’t want to go, because it seemed like it was way too hard. I wasn’t really in the best shape for backpacking that long of a distance and, besides that, my Dad couldn’t even go. I didn’t want to do it, in fact, I tried every excuse in the book trying to talk my parents into thinking it was a bad idea for me to go. Somehow, they convinced me it would be okay, and I packed up my things the night before. When we got there, everyone seemed to be so excited about the hike, everybody but me that is. I glumly crawled out of the car, put my pack on my back and headed up the trail with the rest of the company.

The trail wasn’t easy for me, in fact, I just wanted to stop and not reach the top. I could survive out there all by myself, right? For a moment, I didn’t care what happened to me. My feet hurt, my back felt like it was burning, and my sides felt like they were going to rip right open with pain. Yet, I kept climbing. By the time we reached the lower lake it was almost time for dinner, we had been hiking for hours and all I wanted to do was set up my tent, crawl inside, and take a long long nap. One problem, much to my dismay, my tent poles were nowhere to be found. Could this be? As you could guess, the night went on at about that same rate, concluding with most of the girls feeling sick to their stomachs.

The next day, I actually took the time to look around me; everything was so beautiful, I was sorry that I hadn’t taken the time to notice before. On the way back down, I couldn’t help but notice all the beautiful scenery that I had hated the day before.

The point I’m trying to make is that had I taken the time to enjoy the journey, the hike would have gone so much faster. I hope that if you’re starting your own business that you’re taking the time to enjoy it and that you’re excited to see the end result. If you’re not excited about it, the journey could be dull, painful, and take a long time. However, if you go into business with the right attitude, it could end up being another healthy adventure.