It was at that time we got word that we'd be moving back to Fargo for my husband's job at Concordia College. I had tossed the idea around for a few weeks, but just casually mentioned to Steve one day that I should turn my web page into a business so I wouldn't have to look for a "real" job in Fargo. He said, "Yes you should." That same day I started working on contacting distributors and making a business plan. I really like that I've been able to combine what I love with what I'm trained in: needlework and mass communication. It's like a dream job!
I did a survey before I started my business asking what kinds of products my potential customers liked to buy, how they liked to buy, how they liked to pay, what their concerns were. One thing I learned was that my potential customers were really concerned about shipping charges. Many mail order sources charge based on how much you spend. Well, you can pretty easily spend $75 on one kit. It hardly seemed fair to me to charge maybe $8 to mail one item. That's why I have a flat $3 shipping charge anywhere in the US, and it goes out Priority Mail. The USPS gives me the Priority envelopes in different shapes and sizes for free (they do this for anyone!) So I don't have any extra shipping costs. "Handling" charges always seemed really shady to me. What is handling? Isn't that what your markup is for? Out of the country, I charge $6 or actual shipping (if it's more than that). $6 is a pretty standard price for shipping abroad. I know my customers love my easy-to-figure shipping rates, and think it's a fair system.
Although I have no real business background, I really feel I learned a lot at every job I've had. When I worked making Blizzards at the Dairy Queen, I learned the customer is always right. When I worked as a waitress at Perkins, I learned every person (customer and employee) is important (and I also learned I never wanted to be a waitress AGAIN! I wasn't very good at it.) Working as a manager at a frame shop I learned how to place orders and keep money flowing. I also balanced books in that job. Other framing jobs taught me about preserving and framing needlework, which I write articles about and answer questions about. Web designing at the Daily News taught me a lot about computers, HTML and good design philosophy on the Internet (I go for quick-loading, easy-to-use when designing. I know you all don't have a lot of free time, and often use the Internet when on break at work or inbetween vaccuuming and making supper.) When I taught (and I'm still teaching), I learned about how to explain things in terms people can understand.
Still, I had a lot to learn. Right away I had the mentality I was a shop, which I'm not. So I was buying products to have in stock. A lot of those original products I still have! It was a mistake for me to buy some things up front. But slowly, I've been accumulating a good stock of supplies to fill orders with. I have two storage units full of fabric and fibers, a large Rubbermaid box of charts, a large box of boxes of Perle Cottons. But I try to get your things in only on a "need" basis -- when someone places an order for a chart, I get it in. I place orders weekly with my suppliers, and that keeps overhead down.
There's really a lot of potential out there for businesses similar to mine. Model railroading, origami, woodworking, quilting. Specialty businesses are rare, so not every town has these kinds of businesses. Many of my customers have no other source for the materials I sell. Or they live 45 minutes from the nearest place. Or they're too busy to go shopping. (Or, as one customer recently admitted, they like shopping in their pajamas).
My philosophy from the start has been that a web site has to have something else besides a catalog. People visit initially (or again and again) for that information. I also try to provide a friendly helpful service -- when I greet customers on the phone with "How the heck are you!?" They're often taken aback. I'm always so happy to hear from you, and am truly interested in what you're working on. I always want to help you find what you're looking for, so if I can't order something for you, I'll send you somewhere where you can find that product. I can't expect to carry everything!
Really, this is the greatest job for me. I really enjoy you, my customers -- some of you send me Christmas cards, birthday presents, virtual cards. I get e-mail from a lot of you regularly, and have a "wall of pride" here at home with some of the nice notes I've received. I love needlework, and love being able to help fellow stitchers (men and women) find supplies so they can stitch, too.
To close, I thought I'd share with you a few of the notes I've received in the last year:
"Let the mail carrier countdown begin! (Music fades in as a deep announcer's voice speaks.) As the days roll by, unsuspecting mail carriers fall further and further into danger. The danger: being mauled by rabid cross stitch fanatics waiting for shipments from Shakespeare's Peddler. They know it's coming. They want it, and they want it now! Mail carriers beware!!! (Music fades out.)" --Deb P.
"I heard about your website from a friend in an e-mail loop and was delighted when I stopped by to check it out. It's a delightful stop on the Web...I was so impressed that I dragged my spouse in to take a look at some of what you offer on your site. We agree that you've created a very friendly site." --Jennifer
"I just wanted to tell you that you are VERY good at what you do! Your newsletter was awesome! It totally sucks me in, and I read EVERY SINGLE WORD!! What a talent you have. In total awe, Kathy."
"Getting an order in the mail from you is like opening a present from a friend." --Sandra
"I want you to know just how wonderful I think you are. You are so helpful, you provide a wonderful service to those of us who live in needlework store deprived areas." --Mary
"I've been searching for samplers everywhere! Thank God for Shakespeare's Peddler." --Abbe (I have to admit, this one made me blush!)
"Just have to tell you how wonderfully enjoyable your web site is. I'd found the link on a board and have been spending quite a bit of time here :) In fact, I have to admit I've been sending your link to quite a few of my friends...and this is no "faint praise".
Dear customers -- here's to many more years of stitching together! Thanks so much for your support.
© 2007 Theresa Venette. Articles on this site may be reproduced in needlework group newsletters or other handouts with permission of author and proper attribution. Send questions, comments and suggestions to: xspeddler@yahoo.com
