This past Monday, we submitted our large opening order to our wholesaler and a second order to a remainder dealer (for bargain books). The volume count just topped 11,000 and there will be a last minute order to catch the newest titles on the bestseller lists as January is also a big month for new releases.

A bookstore of just over 2,000 selling square feet can fit this many books. And, there is a lot of data about what books are available, what’s on the bestseller lists, which books just won awards, and what is currently selling in U.S. independent bookstores. That’s the good news.

The bad news is there is a lot of data about all kinds of books. While doing our planogram made it clear how many books we’d need to fill the shelves, selecting the titles was time consuming.

Our shelf-talker introduces Sweet Pea, the little New England sheep that began as the star of a self-published book.

Our shelf-talker introduces Sweet Pea, the little New England lamb that began as the star of a self-published book.

How time consuming? Susan Savory, our Paz & Associates colleague who develops opening inventories for our clients, has always estimated that it takes her about 100 hours, but this also depends on the size of the bookstore. That’s a lot of time. With Mark and I joining in on the selection, we went way over 100 hours.

Now, I know first-hand why it takes so long. It’s tedious, it’s detailed, and, it’s important. Inventory is the single biggest cost of owning any retail store.

When you’re selecting titles, it goes beyond the numbers. It’s about the people who live in your community, those you especially want to be enchanted when they shop in your store, and it’s about the character of the store and the special aspects of your region.

Imagine that each title on the spreadsheet requires a decision. You want each to resonate in your market because you need them all to sell … and hopefully within three to four months so you can reach your inventory turns target.

Tomorrow we’ll do our second pop-up shop, the last one before we get busy with the process of setting up the store. Last time, some of the new National Book Award winners we stocked didn’t sell out. How could this be, we wondered. The truth is that people need help making decisions. They need more information.

So, we got busy writing shelf-talkers and grabbing reviews. While we as booksellers make decisions on what to buy and why … customers need information too. Now, we have personal notes about why the books are interesting, heart-warming and worthy.

Even though buying the opening order became tedious and tiring, we ended each day talking about some of the remarkable books and authors that were part of our day. Their stories, research, artwork, and writing talent enrich our days.

We can’t wait to share all of this with our community.

With Small Business Saturday the perfect opportunity to remind people of your start-up and the importance of small business to the local economy, why not do a pop-up shop?

Start-ups do pop-ups for a variety of reasons, mostly for visibility and the opportunity to learn from your customers while you’re still making critical decisions about your selection, programming, etc.

A pop-up shop allows you to learn from customers and begin learning store operations.

A pop-up shop allows you to learn from customers and begin learning store operations.

We learned the importance of being mindful the “intense” opportunity. In a limited amount of time you will arrange tables, merchandise your selection, set-up cash register operations, handsell books, ring up sales and gather customer information.

Then, when it’s all done, you’ll box up what’s left, haul everything that’s left back home, close out your register, look at what sold, and let all those customer conversations sink in.

It’s trial by fire.

At our pop-up on Saturday, the good news was people showed up! Our location is a destination, people aren’t just going to stumble upon it. Marketing was key so we sent out an email promotion, posted it on social media, and put signs up on the road beside our tiny Amelia Park Town Center.

Friends and neighbors came; they wanted to buy. Although the internet connection worked via our cell phone to the laptop so we were able to accept credit cards, the receipt printer decided to take the day off.

So, here’s what we learned:

  • Your troubleshooting and stress management skills you’ve built throughout your career will help you push through anything that comes your way. (We electronically ordered from both wholesalers with one failed transmission that led to duplicate shipments. Two books arrived damaged.)
  • Present a bit of everything you think you’ll carry in your store, then see what sells. The wholesalers offer non-book merchandise, so try out some things you think might sell.
  • Talk with people about what they like to read and tell them you’ll carry books those kinds of books.
  • Books change lives and people want to tell you their stories. Listening is such an easy way to build a relationship.
  • Say a few words about why the book the customer has picked up is noteworthy or special; show them beautiful books; tell them about what you heard the author say in a radio interview. People buy stories and beautiful things.
  • People will be incredibly patient and kind. These are your neighbors and they want you to succeed.
  • Some people will want something you don’t happen to have that day. Write it down and go find it and order it for them. They will be wowed by your interest and  initiative. When you make it easy and go the extra mile for someone, you are gaining a fan.

Pop-up Bev Pat JeffFor me, the technical aspects of running a store on an off-site laptop, getting all of the electronic parts to perform and learning all of the operational aspects from creating a purchase order to receiving books, selling and running the close-out report provided a training ground.

Even with a pop-up, you have the opportunity to learn all of the things you’ll soon be doing on a daily basis.

From marketing to operations, it’s all good learning.

It’s the week of Thanksgiving and I welcome the opportunity to take a deep breath from the long list of things that still need to be done before launching Story & Song Neighborhood Bookstore Bistro.

Today I was at the shop while the electrician was wrapping up. Dan worked a very long day, was covered in dust from the acoustic tiles and sheetrock, and was ready to embark on a 40 minute drive back home. Yet he took a moment to let me know a few things about the audio lines, then to tell me just what a “cool thing you’re doin’ here.”

Small Business Saturday Banner jpeg

I’m grateful for:

Dan and the fact that he’s telling others about this bookstore where you can come listen to music.

Our contractors showing up during a holiday week.

Our banker gave us an update today and said how much she was excited about seeing the bookstore once all of the renovations are completed.

Successful electronic order transmissions to both book wholesalers for our pop-up bookshop this Saturday.

David Sax, author of The Revenge of Analog: Real Things and Why They Matter, and his wonderful piece in Sunday’s New York Times, “Our Love Affair With Digital Is Over.”

My colleagues, the good souls who own independent bookstores

The countless members of the community who have gone out of their way to tell us how thrilled they are that we’re opening a bookstore, then ask when we’ll be open.

Small Business Saturday

Thanksgiving

And I’m grateful to have Mark as my partner in life and in business. It makes a difference when you have support for your values and priorities.

If you’ve embarked on a dream to open a bookstore, may you always take a moment to refresh your energy by taking note of the reasons to be thankful for the opportunity to do something rewarding and enriching with your time, energy, resources, and talent.

Booksellers who know we’ve helped people in the start-up phase for years have asked what we are discovering about the process now that we’re in the midst of our own start-up.

One thing requires two others be prepared in advance. It can feel like a wild maze.

One thing requires two others be prepared in advance. It can feel like a wild maze.

Mark and I comment every day, “why is this so hard?”

Everything seems to need to be done at least twice, especially if the government is involved.

Don’t get me wrong, I am very much an advocate for the many things that are done for the collective good. But yesterday, Mark and I both were ready to pull our hair out over what should have been crossing one simple thing off our list.

After delivering a few orders to the Post Office, we decided to drive forty-five minutes into Jacksonville to get an electronic fingerprint for our alcohol license application. Our first attempt, in our own County was thwarted when even though the sign read, “Electronic Finger Prints $10 each,” they don’t do the kind of fingerprints we need. “You have to go to Jacksonville for that.”

So, we after checking online to see where to go, we decided to use our afternoon to finally get this done. When we found the address, we parked, fed the parking meter, then ascended the 20 steps to the front entrance to read the sign that read, “Closed, please use Liberty Street entrance”. So we got back in the car drove around a very big block, navigated the parking lot, fed the other meter, and went inside.

After telling the officer at the front desk of the Police Station we were here for fingerprinting for an alcohol license, he said “They’re closed. Veterans Day.” I replied, “It’s not Veterans Day.” He said, “They’re closed. Veterans Day.”

Nothing on the website indicated they’d be closed that day. Since the Post Office and the banks were open, we thought we could quickly fit this in and get it done. Nope.

So, we decided to visit the new IKEA store since we’d driven all the way into the city. I’m still trying to process that experience and will write about it at some point.

In the meantime, the fingerprints task is still on the “To Do” list for next week, which is necessary before we can submit our business license. The workman’s comp insurance policy is in place, the business insurance policy is too. Both are needed for the overall business license application, which should be submitted with the sign permit application.

And, we’re not even located in the historic district, where there is another list of prerequisites.

Good thing we’ve got a nice supply of strong coffee. We’ll have a full pot going Monday morning. But we’re not going to Jacksonville on Monday, it’s Veterans Day weekend still. Better wait.

 

We’ve been quiet because we’ve been busy. After giving up all hope of ever being able to find a suitable and affordable space for our very own bookstore, a space went on the market in July. This month we purchased the property and now hold the keys.

For years, we’ve told people about the plethora of items that need to be addressed during the start-up phase and how this all takes time. Countless times I’ve said, “Make sure you take your vitamins and wear your roller skates!” Now, we’re heeding this advice.

Construction drawings for the renovations went to City Hall for review this week. When will we be open? That's a good question.

Construction drawings for the renovations went to City Hall for review this week. When will we be open? That’s a good question.

We begin our blog entries to document our process so others can have a sense of how even a small-scale bookstore start-up requires so many decisions and requires a whole team of advisers to avoid the pitfalls. Each decision usually relates to two factors: time and money.

Our Story & Song Bookstore Bistro is a hybrid concept that includes retail and food and beverage service and The Second Story for Art & Creativity, a second level with books, art on consignment, hands-on creative areas, and a gathering space for lectures, concerts and jam sessions, discussions, a reader’s theatre, and story time. It’s a reflection of the interests of our community and ours too.

You’d think the start-up phase would be fairly straight-forward: Buy a building, build it out for your needs. Sounds simple. It isn’t. Although we met with our City officials in a pre-construction session, the questions only multiplied. Did the space need a sprinkler system added? How did the “change in use” translate into new building requirements? When was the building constructed and what code changes have happened in the meantime? Is the space “grandfathered” in or will you need to comply with all of the updated requirements?

Keep in mind before you lease or purchase a building, what happened in the building before matters. So does any updates to the code and all of the changes you’ll need to make to accommodate your business. It’s important not to make assumptions, but to check in with your city or municipality to have the space assessed.

We know first-hand some factors that can make the space a “no-go”. We once investigated a space in our Historic District that had been occupied by the same tenant for the last thirtysomething years. It turns out the space would require over $100,000 in improvements to meet current codes. Our bookstore build-out would be in addition to these upgrades. The landlord was unwilling to make the necessary investment in her own building.

Today our construction drawings we submitted to the City for review. We’re told the review and feedback (hopefully approval) can take two to six weeks. Our contractors are in place, the signs are up in the window, and the community is excited.

When will we be open? All we can tell our eager friends and neighbors is the truth … so much right now is outside our control. We’’ll open a pop-up shop during the holidays if we don’t have our certificate of occupancy.

In the meantime, there’s much to do to acquire the restaurant and liquor licenses, and develop the opening inventories which will require weeks of concentrated effort.

I take a deep breath and visualize the store fully stocked with beautiful books, cards, toys, gifts, art and our community.

First is was just the business news, now, the general media is covering the struggles of the retail sector. Retailers are struggling. Stories of corporate restructuring and store closings and the impact on employment figures have, for good reason, caused increasing alarm.

It’s interesting that we have one major shift happening today: online shopping has become so easy that people are open to shopping for all kinds of products, including groceries.

Unless there is some obvious benefit to shopping at a bricks-and-mortar store, shopping online can be seen as a way to save time. Need something? Place the order and expect it will be at your doorstep almost momentarily.

Technology makes shopping efficient and many appreciate not having to use time to perform the mundane duties of daily life.

The Boulder Bookstore is known as a place to come to listen, learn, and be transformed.

The Boulder Bookstore is known as a place to come to listen, learn, and be transformed.

And this is where bookstores are the outliers in this story of retail suffering. Most indie bookstores are doing quite well now that the economy has improved, many booksellers say they are even thriving. At first glance, it appears counter-intuitive or a suspicious attempt by the bookselling industry to show that everything is just fine.

Shopping for books is not like shopping for diapers. Browsing for books is not a routine, mundane “task” for people who love books and savor their time to read. It’s a reward, a treat, a welcome break from noise, screens, interruptions, and distractions.

We have needs and longings that transcend what we can get from a website. Some people will never shop online for groceries since that’s where they experience the pleasure of choosing peaches or selecting from new brands of Italian canned tomatoes. It’s also where they run into their neighbors.

People go to a bookstore for quiet time. They come to be with other people. They come for conversation and sometimes entertainment. Book people come so see what might tickle their curiosity or make them smile. We can sneak it elements of beauty and comfortable seating and you can almost hear the “ahhh…” in response. It feels good. Walk around and the books speak to you. Don’t know what to read next? No worries, just look around. And, we’ll also offer a friendly “hello”, which is also an invitation to let us know what you need.

Booksellers are outliers in this store of the suffering of general retail. The unfolding is nuanced. There is more than one story within the transformation of the retail sector.

We fully expect that more shopping will morph to online activities. And, we fully expect bookstores will continue to do well. So will coffee shops and little cafes. These places fulfill human needs … they help us balance life, refresh and renew, connect, and feel joy. That makes bookstores outliers in today’s retail environment.

Whether I’m reading the news from the National Retail Federation or listening to the nightly business news, it seems so many retailers are struggling. Blame the internet, overhead, or too much space, but retail is challenged.

Yet the news coverage of indie bookselling is quite the opposite. Travel magazines and any publication that spotlights a community will often call out area bookstores right along with the cafes and diners that celebrate local foods.

As students of retail, it’s interesting to explore the similarities and differences … notice the trends and spot the opportunities.

Business investors like to assess “scale”, referring to economies of scale and extra profits that come with volume and shared overhead. Growth is a constant expectation as are efficiencies realized from new uses of technology.

Main Streets and independent businesses are the spiral up for our economy and quality of life.

Main Streets and independent businesses are the spiral up for our economy and quality of life.

Corporate strategies have their place. So do the ideals, practices, and values of independent businesses.

In an opinion piece entitled “The Myth of Main Street” published by The New York Times, Louis Hyman stated, ”Small stores are inefficient” and added that shop local campaigns and vibrant downtowns are elitist. The tagline to the article reads, “Don’t listen to President Trump. Going back to the good old days will cost us.” A month after reading this piece, I’m still saddened by the narrow view of “costs”.

For decades, the U.S. has received an endless flow of cheap goods from other parts of the world that have filled the Wal-marts and dollar stores across the country. The issues regarding worker abuse and the harm inflicted on the environment have been well reported, yet those costs don’t enter the equation since we’ve been on a spiral down in terms of services jobs and low wages, only increasing the demand for cheap goods.

Independent businesses and booksellers for sure are about the spiral up.

Serve your community, offer quality that is difficult to find in most corporate retail stores, answer the phone, be there to assist customers with recommendations, host programs and events that bring the community together, then

buy with increased accuracy because of first-hand market knowledge, utilize just-in-time inventory efficiencies, increase wages and share profits, keep Main Street alive and lively. Most importantly, contribute to the local economy.

Efforts that contribute to the spiral up happen every day on Main Street. There’s a tangible difference between cost and value.

With the U.S. presidential election now decided, many of us have witnessed the protests across the country, learned that schools have called in counselors to help students cope with the results, and ourselves felt heightened emotions of sadness and concern for the future of our country.

As booksellers, we have always carried books that help us understand our world and heal our inner lives. We stock books to help parents help their children through grief and fear, books that foster self-confidence and prompt critical thinking.

Post-election bookstore message board.

Post-election bookstore message board.

Today, those books are needed more than ever. Hope for healing our lives, communities, country, and world will help us crawl out of bed and feel there is something we can do to contribute to a greater good.

A few weeks ago, I went to a TEDx event and ended the day feeling hope and optimism. All of these smart, loving people had done remarkable things in their seemingly ordinary lives and stood on stage to tell their stories. And, it was astounding that these remarkable human beings are my neighbors. It was a reminder that good people are doing good work every day.

TED talks and events remind us we are still learning … and we can keep learning from one another. At our TEDx event in Jacksonville, Florida, regular breaks were structured so we would interact with others and talk about the presentations.

Through dialogue, we connect and learn from one another. Everyone emerges enlightened. We learn to listen with openness, respond with civility and respect, and acknowledge one another in a human way when we are face to face. And, being together reminds us we are not alone on this journey.

The events we host in bookstores can respond to this need, providing more time and space for interaction, questions, and discussion.

We can be inspired to rethink our events to expand opportunities for two-way conversation. Book discussion groups, a featured local speaker with theme discussions, conversations after author talks, panel discussions … any program that opens the floor for interaction and exchange will allow us not only to feel engaged and connected, but will expand our world with other views and ideas.

We can bring people together to foster dialogue and connection with a higher purpose.

The political season “got to me” this past week. I’m politically engaged both locally and nationally, so for months I’ve been watching campaigns and debates, listening and reading commentary, and taking note of the nuances of this campaign season. But, as the negativity and dysfunction escalated, I hit an emotional wall.

A simple purchase of a bracelet by Laura Grierson was a reminder that we don't buy "stuff", we buy for the story.

A simple purchase of a bracelet by Laura Grierson was a reminder that we don’t buy “stuff”, we buy for the story.

While I often visit etsy.com to see what artisans are creating with books and with reading-related themes for our bookstore design work, this time I found myself using the key words, “prayer beads”, which is how I found Laura Grierson, a jewelry artist and metal smith based in Southern California.

Perhaps a bracelet with spiritual properties would bring peace to these moments. I remembered how my mother, who lived through much tragedy yet had her misgivings about organized religion, would say the rosary. I went surfing online and discovered Laura’s artwork, learned her story, and bought a bracelet.

Inside my tiny package that arrived just a few days before my birthday, I discovered a small hand-crafted note that read, “Dearest Donna, Please enjoy wearing your mama bracelets as much as I enjoyed making them for you! Many many blessings. LOVE + LIGHT, Laura”

As someone who has spent a career connected to retail, my work has been guided by why we buy. I’m convinced most of us no longer need more stuff.

We buy stories that connect us.

My purchase is more than another item in my material world. It’s a story, a connection, and shared humanity. For Laura’s customers, her story and personal touch shows in everything from her initial email expressing gratitude for your order to the lovely gift that is hand-packed with a hand-written note.

As I write this blog, I’m wearing Laura’s bracelets. They’ve connected me with another person I didn’t know before last week. And, the mindfulness reflected in the bracelets is reminder that goodness and kindness are present in this world.

Where we shop and what we buy matters … perhaps more than ever.

Last week during BookExpo America, which was held in Chicago this year, we took a retail field trip to visit five Paz workshop grads who have recently opened or purchased existing bookstores. What a delightful way to spend the afternoon.

RoscoeBooks is a purely delightful neighborhood bookstore you want to visit because it feels so good to be there.

RoscoeBooks is a purely delightful neighborhood bookstore you want to visit because it feels so good to be there.

RoscoeBooks has been in business for two years and is surpassing financial projections. Owner Erika Van Dam sensed her neighborhood wanted a real indie bookstore, and, she was right. As soon as you enter the space, you know this store is staffed with people who love books because the very first bookcase is filled with staff recommendations. Travel throughout the store and you find staff recommendations everywhere. No matter your age, the children’s department is such a draw with its colorful mural. At 2142 W. Roscoe Street, RoscoeBooks is the center of the neighborhood with a friendly space loaded with delightful reads.

These chairs at City Lit Books invite you to sit and relax.

These chairs at City Lit Books invite you to sit and relax.

City Lit Books is a few short blocks from the Logan Square train stop and in the center of a most desirable Chicago neighborhood. Residents can walk to a poetry open mic night, author event, or simply to sit in the comfy chairs by the fireplace and pick out some new books to read. We love to see staff recommendations, meet booksellers who are authors themselves, and especially love seeing displays of customer recommendations. Teresa Kirschbraun has created a community hub for readers and writers, poets and dreamers of all ages.

Esther preps for a special event at Read It & Eat.

Esther preps for a special event at Read It & Eat.

We couldn’t wait to see Esther Dairiam’s Read It & Eat, a culinary bookstore with a full kitchen for hosting amazing food-centric events. Esther did a fabulous job choosing colors and finishes to dress up the historic space at 2142 N. Halsted Street. The air was filled with a delicious aroma as Esther was prepping for the next day’s special event. We browsed the selection of books … everything you’d ever want to know about food for home cooks and restaurant professionals.

Portraits of famous authors were drawn by an artist on staff at the iconic Women & Children First Bookstore.

Portraits of famous authors were drawn by an artist on staff at the iconic Women & Children First Bookstore.

The iconic bookstore Women & Children First was purchased by employees Sarah Hollenbeck and Lynn Mooney last year and they have been busy making their own mark. The whole store has gotten a fresh coat of paint, the children’s department has come to life with a new carpet and colors, and we loved the series of hand-drawn portraits of visiting authors that were created by a talented artist on staff. We applaud Sarah and Lynn for stepping forward to keep this store alive and well into the future and are thrilled that this next chapter in their lives includes owning a beloved business. You’ll find them at 5233 N. Clark Street … remember to check the events schedule if you’ll be in town since they often host the major authors on tour.

Hardcover bindings cover a focal point wall at Volumes BookCafe.

Hardcover bindings cover a focal point wall at Volumes BookCafe.

Our last stop was Volumes BookCafe at 1474 N. Milwaukee Avenue. Sisters Kimberly and Rebecca George have created an invigorating bookstore that invites you to order a glass of wine as you shop and leave with a great cup of coffee once you’ve found your next great read. We loved the delightful touches in the store … book art created with used book pages and covers. In the kids area, a small family could snuggle up in the seating area and read together.

Travel Chicago and it’s easy to see there is no shortage of creativity when it comes to developing an indie bookstore. Bravo, new bookstore owners! Your neighborhoods and communities have very special places to gather because of your bookstores!