yelpIn a recent article reprinted in the UTNE Reader from Gastronomica, Dylan Gottlieb presented the demographics of the Yelp users: they are urban dwellers, disproportionately young, white, childless, wealthy, and highly educated. Most importantly, he reports that Yelp’s data suggests 72 percent have either college or graduate degrees … and they love authentic experiences.

Yelpers have a treasure trove of readers and potential indie bookstore customers.

Gottlieb wrote about Yelp posts mostly about dining experiences, but the demographics indicate that Yelp may be a perfect platform for marketing outreach for indie booksellers.

Not only did these Yelpers grow up reading Harry Potter books, they went on to devour young adult novels, and now, according to recent studies, are reading more than their parents and grandparents. Who would every imagine?

In our work helping bookstores with succession planning, we check all of their social media sites and recognize that there are few bookstores with any more than a few customer comments on Yelp.

In today’s world where peer opinions matter more than ever before, Yelp appears to be an underutilized platform to reach out to younger readers. Prompting a few young customers to post about books and your indie bookstore.

Now that the political season is heating up, we have to wonder how we’ll ever be able to get out of the financial mess that’s affecting the entire world. What will the new economy look like and who will help create it?

America has always been a land of entrepreneurs with a “can-do” attitude. Just last week, we visited Athens, Georgia to help put the finishing touches on a new indie bookstore, founded by one of the country’s youngest bookstore entrepreneurs. We first met Janet Geddis at BookExpo in 2009 and later that year, she attended our five-day intensive workshop retreat on owning a bookstore. Attentive every moment, she took copious notes, engaged in “group think” with the class, and asked smart, timely questions about the industry.

Indie Bookstore Grand Opening

The Avid Reader opens in Athens, Georgia this week.

Her greatest challenge was the lack of start-up capital. Without it, how would Janet get this business off the ground? We knew she had the intelligence and passion to create something wonderful if she could only find the funds. What has subsequently unfolded in Athens is a story we hope to see played out in communities everywhere.

Janet relied on her personal network and social media to share her dreams with friends, neighbors, colleagues, and the local press. With an already strong ‘Shop Local’ movement, a younger and educated demographic from the University of Georgia, and an interest in grass-roots efforts, Janet was cultivating fertile ground and kept widening her network, winning fans along the way.

She started small, launching a web store to get going, showing up at festivals and other gatherings with a table to sell used books, created fund-raising events around her photographic art. She bartered, sent out ‘wish lists’ of things she needed to get the store open. She was never reluctant to ask for the help she needed. And she was determined to realize her dream – even when a bookseller from another town suddenly opened (and just as suddenly, closed).

This week, Janet will officially open Avid Bookshop in a quaint historic neighborhood of young families, professors, and students. A large replica of a colorful hot air balloon brightens the children’s room, courtesy of an artist friend. The fiction section has been personally selected by Janet and when chatting with her new staff, Tom, Sonia, and Rachel, you can foretell they will sell an amazing amount of fiction because of their passion for debut authors and taste for masterful writing. There’s a display of hand-made books created by another local artist.

It literally took a village to create an indie bookstore, and a young entrepreneur made it all happen. When we create a new economy with integrity and connection, we’re headed in the right direction — and a new generation of entrepreneurs, just like Janet, will lead the way.