 BackgroundWellShop* is a one-location
store in an affluent neighborhood
in a small Midwest city.
It opened six months ago
and specializes in healthy
living products--"food minus"
products with low-fat, low-sugar,
low-salt, low-carb, exercise
and fitness gear, and services
including wellness and life
coaching, personal training,
and massage.
The company relies on word-of-mouth
and drive-by visibility
for new customers. Avila,
the owner, does all bookkeeping,
ordering, receiving and
stocking. Store hours are
10 a.m. to 7 p.m. Monday
through Saturday. Pedestrian
traffic is heavy on weekends
and light on weekdays, although
the store is near office
buildings.
Avila is concerned about
the lack of business during
the week. She'd like to
be able to hire someone,
and she's had several sleepless
nights lately after days
when only a few customers
wandered in.
She still believes her business
concept is a good one.
But she's started to realize
that her sales and marketing
strategy just isn't getting
results. She'd like to spend
more time in that area,
but her administrative work
gets in the way.
*not actual company name |
How we helpedFirst, Avila attended a Radial planning workshop that
helped
her analyze the weaknesses
of her current business
and identify strengths.
As part of the five-point
plan she develops in the
workshop, she hires a health
education student part-time
to help in the store, freeing
her up to tackle her sales
and marketing needs.
Then, she attended another
workshop that focuses on carving out a competitive niche. Here,
she develops an in-depth
sales and marketing plan.
Avila begins implementing
several ideas from the workshop
to find new customers and
improve per-customer revenues.
She adds a frequent shopper
card and product discounts
to promote volume buying.
She partners with a dietician
to offer a weight management
support group and swaps
flyers with a gym. She hires
neighbors' kids (for the
price of a mall gift card!)
to distribute coupons.
Avila also recommends Radial's
"30 Days To A Personal Business
& Marketing Plan" program
to the life coaches and
personal trainers that her
business partners with.
The bottom lineAvila begins to see continuous
growth in
customer traffic, revenues
and profits. Extra help
in the store lets her focus
on customer relationships,
creative marketing and finding
new products.
Back to Healthy Lifestyle & Weight Management Overview |
