Saturday, December 3, 2016 • Page 1B
Finding Space
Local businesses fighting to stay put, relevant By Landan Kuhlmann landan@theleadernews.com As the Christmas season nears and residents make their shopping lists, it begs the question – go big or buy local? More than 96 percent of Houston businesses are classified as “small,” but several business owners in this area have expressed concern over the future of their shops—the types of shops on which much of the area stakes its history and foundation. One such locally-owned entity well-versed in the hardship is Blue Moon Antiques, 3311 Ella Blvd., run by co-owners Kelvin and Alexander. The two opened a shop on 19th Street, then had a shop on 11th Street for many years until the property was bought by a developer and the duo was pushed out. “The same thing is happening here—we will eventually get pushed out, and we don’t know where we’re going to go,” Alexander said. “They’re buying everything in the area and building $25-$45 per square foot spaces—this type of business cannot support that. One of the last holdouts (Chippendales on 19th Street) was just closed.” The owner of Garden Oaks Optical (which sits tucked away in the same strip center at 3303 Ella Blvd.), echoed Alexander’s concerns. “Little by little the small businesses out here are being squeezed out because investors are coming out here, purchasing property and making it too expensive for small shops to hang around,” he said. Houston Small Business Association District Director Tim Jeffcoat noted that such change is inevitable in places such as Houston which is the 4th-largest city in the country; however, there are several ways to combat such issues. “When a place goes through the evolution of development and gentrification, you see a general increase in property values, and an increased
How local shop owners can compete with ‘big business’ Keep It Personal
Local shops can thrive on that personal connection forged through face to face meetings, which is lacking in conglomerately-owned businesses. “As a small business, you have a huge advantage the moment a customer walks in the door. You can greet them personally – often by name. If it’s not you at the front of the house, your employees can do the same thing. Welcome everybody with a smile and kind word. When someone you don’t know comes in, take time to learn their name and a little about them. Big box stores cannot duplicate the personal touch you offer. Capitalize on that. The revenue issue will take care of itself.” – businessknowhow.com
Be Special
Photo by Landan Kuhlmann Darlene’s Flower Shop co-owner Susan Tate works on one of the shop’s floral creations. She believes a personal touch can help local businesses stay afloat.
rent,” he said. One suggestion he had to mitigate the effects of such developments if a business has been sucessful to this point and remains in a good financial position is to simply buy the property if it is feasible. “Purchasing a property suitable for your business would allow you to keep catering to your existing clientele,” he said. “Odds are that if you’re seeing those property values rise, you probably want to scoop up one of those properties (if you can).” For additional ideas on how to cope with skyrocketing property taxes and rent if purchase is not feasible, Jeffcoat suggested owners reach out to S.C.O.R.E, a nonprofit association of 125 volunteers at 15 offices across Houston dedicated to helping small businesses succeed through education and mentorship. “Any problem you’ve got, they most likely have already seen it,” he said. Should businesses such as Blue Moon Antiques or Garden Oaks Optical manage to overcome increasing rent and remain in place, along comes
more trouble—what to do about the sheer competition due to the rise of big business on and around their property? “A lot of the small businesses are being left out because a lot of the bigger businesses are being promoted more than we are,” the Garden Oaks Optical owner said. “I understand the reason for that, but there’s a lot of mom and pop shops in the neighborhood that could use a little recognition, if for no other reason than we’ve been able to stick around this long.” Alexander again shared the same concerns. “Because of all that stuff, people don’t come here anymore. A lot of people don’t even seem to know that we’re here—I don’t know what to do,” he said. “We’re a real antique store, but nobody knows about it. We’re here, but they just don’t see us because of the way it works.” Once again, Jeffcoat noted the inSee Local P. 4B
“What you can do is offer to special order whatever the customer wants – even if you don’t stock it. Many big-box stores won’t do that. More importantly, you can make it your business to know the differences between models and be a source of that information which you can provide to your customers..” – businessknowhow.com
Expand horizons with regards to marketing
In an ever-evolving, diverse environment, embrace modern ways to market your product. “Still don’t have a strong online presence? You need one. A good website helps you expand your reach and ability to attract new customers. This especially true if you own a store that sells unique products. Going online will help get the word out and if what you offer is what people want, they will come to you. In addition to a website, consider the value of social networking through Facebook and Twitter.” – businessknowhow.com
Networking
“Don’t overlook the value of joining your local chamber of commerce. In addition to learning from fellow small-business owners, you will have the opportunity to build your reputation in the community, share leads, and potentially gain additional exposure through networking activities and events.” –businessknowhow.com
Redefine “value”
What can you provide with your product the big stores can’t? “The kind of customers that create return business for your company are happy to pay a little more for a better experience. If you make the sale at little to no margin, what good is that customer anyway? Saving a customer time (and money) by personally recommending a product and providing tips on how to use or install it, is a value big box stores can’t provide and the type of customers you’ll attract are loyal and will produce profit.” – businessknowhow.com