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BACK-TO-SCHOOL EDITION • Merchandise For Your Store • Retailing News • Starting Your Own Business anners b on ads k c i l C • What's Hot in select gs/pricing atalo c • Trade Show free et to g Calendar

VOL 34 NO. 5 SEPTEMBER 2014

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Want More Info? Circle #53 on page 11 • www.Vendor411.com

3 • S E P T E M B E R 2 0 1 4

Want More Info? Circle #54 on page 11 • www.Vendor411.com

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retailers

This is a Buying Guide for

RETAIL STORE OWNERS Presented within these pages are the latest offerings from the country’s leading merchandise wholesalers. The advertisers herein sell strictly wholesale and require that you purchase with the intent of reselling through retail channels.

How To Use THis DirecTory >> n Locate the products that interest you. See our product directory located on pages 6 & 7. n Make direct contact with advertiser. Most will have catalogs and price lists available for you. n Order your merchandise, which will be shipped directly to your store.

FORUM PUBLISHING COMPANY 383 East Main Street, Centerport, NY 11721

www.RetailersForum.com

CONtACt US: Tel: 1-800-635-7654 Fax: 631-754-0630 Email: forumpublishing@gmail.com

6 •

2 0 1 4

Sell to over 60,000 stores through Forum

631/754-5000

Dress-Up =

Profits!

See our ad on page 98

Light Up Without Lighting Up! HD SMOKE

see our ad on page 73

More Money the Second Time Around!

Recycled Clothes see pg 86 & 87

CREDIT CARD PROCESSING

www.EXScredit.com Sales So Bright with Our Shades!

See Our ad on Page 69

ROCK CONCERT T-SHIRTS

Pretend you were there!

Page 58

F O R U M

PLEASE PATRONIZE THE LEADING WHOLESALERS WHO ADVERTISE IN RETAILERS FORUM MAGAZINE THE TRUSTED BUYING SOURCE FOR RETAIL STORES!

Does anybody read these?

CALL 631-754-5000 and you’ll get a FREE 3-mo. subscription!

Congratulations to PRAGUE FROGS Praha

SEPTEMBER 2014

S E P T E M B E R

ADVERTISERS INDEX ADVERTISING

RUSH SUPPLERS . . . . . . . . . . . . . .32

FORUM AD RATES . . . . . . . . . . . 09

SELINI NY . . . . . . . . . . . . . . . . 22/23

APPAREL 1 STOP WHOLESALE . . . . . . 86/87 599WHOLESALE .cOM . . . . . . . 04 6BUcKSHIRTS .cOM . . . . . . . . . . 80 ALABAMA SOcKS . . . . . . . . . . . 121 BAcKSTAGE FASHION . . . . . . . . 58 BLANK TEES . . . . . . . . . . . . . . . . . 74 BOUTIQUE cLOSEOUTS . . . . . . 111 ERAZORBITS . . . . . . . . . . . . . . . . 27 FASHIONABLE SALES . . . . . . . . . 89 FLIRTY WHOLESALE . . . . . . . . . 82 HEAVENLY SUITS . . . . . . . . . . . . 20 KARMA cIRcLE . . . . . . . . . . . . . . 33 SELINI NY . . . . . . . . . . . . . . . . 22/23 STYLE IN FASHION . . . . . . . . . . . 32 STYLISH PLUS . . . . . . . . . . . . . . . 99 UIN DEALS . . . . . . . . . . . . . . . . . . 81 USAcOSTUMERS .cOM . . . . . . . 98 xIT! . . . . . . . . . . . . . . . . . . . . . . . . 55

ASSORTED ITEMS AUcTION FINDER . . . . . . . . . . . . 34 BEAN WHOLESALERS . . . . . . . . 66 DD BULK . . . . . . . . . . . . . . . . . . . 105 DINO DROPSHIP . . . . . . . . . . . . . 71 DOBA DROPSHIP . . . . . . . . . . . 106 EVERYTHING cLOSEOUTS . . . . 94 EZ DROPSHIP . . . . . . . . . . . . . . . . 72 GET THAT WHOLESALE . . . . . . 118 JAM DIST . . . . . . . . . . . . . . . . . . . 28 LIQUIDATION .cOM . . . . . . . . . . 61 ME HAIR . . . . . . . . . . . . . . . . . . . . 78 RAMSONS IMPORTS . . . . . . . . . 37

SMARTEST BARGAIN . . . . . . . . . .95 STRIPS . . . . . . . . . . . . . . . . . . . . . .24 TOP TEN WHOLESALE . . . . . . . 120 UNIVERSE WHOLESALE . . . . . . . .68 VIA TRADING . . . . . . . . . . . . . . . . .35 WESTERN ExPRESS . . . . . . . . . . .59 WHOLESALE SUPPLIERS . . . . . 104

BOOKS AUcTION BOOK . . . . . . . . . . . . . .25 BOOK LIQUIDATION . . . . . . . . 102 cLOSEOUT DIREcTORY . . . . . . . .67 cLOSEOUT NEWS . . . . . . . . . . . . .75 DOLLAR STORE SOURcES . . . . 110 SALESMAN’S GUIDES . . . . . . . . . .52 TRADE BOOKS . . . . . . . . . . . . . . 122 TRADE SHOW DIREcTORY . . . . .51 WHOLESALE SOURcES . . . . . . . .83

cELLULAR cELLcITY .BIZ . . . . . . . . . . . . . . 114 cLEARVISION . . . . . . . . . . . . . . . .36 WHOLE-cELL . . . . . . . . . . . . . . . .97

cREDIT cARD PROcESSING ExP MERcHANT . . . . . . . . . . . . . .92 ExS cREDIT . . . . . . . . . . . . . . . . 103 NOAMB .cOM . . . . . . . . . . . . . . . .91

#1 BUYING GUIDE FOR RETAIL STORES! DISPLAY/SUPPLIES & SERVIcES cc WAREHOUSE . . . . . . . . . . . . . 77 E-STORE BUILDER . . . . . . . . . . . 32 E-STORE SIGNS . . . . . . . . . . . . 116 E-STORE SITES . . . . . . . . . . . . . . 90 FB cAMPAIGNS . . . . . . . . . . . . . . 88 FUNDING OFFIcES . . . . . . . . . . . 26 JPI DISPLAYS . . . . . . . . . . . . . . . . 34 KWIK INc . . . . . . . . . . . . . . . . . . . 28

HANDBAGS

PET PRODUcTS

FASHION cENTS . . . . . . . . . . . . . 24 SJT ENT . . . . . . . . . . . .BAcK cOVER

HOME & HOUSEWARE cOUNTRY cLUB LINENS . . . . . . 29 RUG PROFITS . . . . . . . . . . . . . . . . 85

INcENSE L&V cREATIONS . . . . . . . . . . . . . 79 MYSTIcAL MOMENTS . . . . . . . . 72 VD IMPORTERS . . . . . . . . . . . . . . 56

HOTPRODUcTS .BIZ . . . . . . . . . . 13

JEWELRY/

READER RESPONSE . . . . . . . . . . 11

AccESSORIES

RETAILING NEWS . . . . . . . . . . . . 14

PROMOTIONAL REWARDS . . . . 84 EAR cUFFS . . . . . . . . . . . . . . . . . . 24 PROTEcTION PLANS . . . . . . . . . 96 HIPWHOLESALE .cOM . . . . . . . 107

SUNGLASSES

DOBADROPSHIP .cOM . . . . . . 106 MYFAVORITEBEADS .cOM . . . . 93 EZ DROPSHIP . . . . . . . . . . . . . . . . 70 SHAKE WHOLESALE . . . . . . . . . . 76

BUcK NAKED . . . . . . . . . . . . . . . . 02 HD SMOKE . . . . . . . . . . . . . . . . . . 73 LIGHT E cIG . . . . . . . . . . . . . . . . 109

FOOTWEAR

LEATHER GOODS MAScORRO LEATHERS . . . . . . . 03 PUNITA GROUP . . . . . . . . . . . . . . 27

LIGHTERS

79 SOUTH cHINA . . . . . . . . . . . . 21 EAST WEST TRADING . . . . . .30/31 SNEAKER cLEARANcE . . . . . . . . 19

GREETING cARDS

See Page 91

Looking Thru Rose Colored Sunglasses

Sunny Trading See Page 63

DROPSHIP TO PROFITS!

INT’L . JEWELRY . . . . . . . . . . . . . . 65 cTS SUNGLASSES . . . . . . . . . . . . 69 JEWEL cLEARANcE . . . . . . . . . 100 FTH WHOLESALE . . . . . . . . . . . . . 57

DDBULK .cOM . . . . . . . . . . . . . . 105 JEWELRY MINERS . . . . . . . . . . . 113 SUNNY TRADING . . . . . . . . . . . . 63 DINODROPSHIP .cOM . . . . . . . . 71 JUDEE K cREATIONS . . . . . . . . . 26

E-cIGARETTES

7 •

S E P R/c TOYS T See Page 9 E Rc VARIETY . . . . . . . . . . . . . . . . 112 2.7¢ Long M SOARING Rc . . . . . . . . . . . . . . . . 64 Distance! B E FORUM123.COM R SPEcIAL FEATURES 2 0 Accept Credit Cards FORUM AT ASD VEGAS . . . . . . . 16 1 At Your Business.

4 FORUM WORKSHOP . . . . . . . . . 54 www.NOAMB.com

MEGA-U-BID . . . . . . . . . . . . . . . 62 BODY cANDY HQ . . . . . . . . . . . 108 TRADE SHOW cALENDAR . . . . . 38 NFIB ENROLL . . . . . . . . . . . . . . . . 18 BUND JEWELRY . . . . . . . . . . . . . 115 WHAT’S HOT . . . . . . . . . . . . . . . . 12

DROPSHIPPERS

Advertise in

NOVELTIES

TRADE SHOWS

WHOLESALERS:

Increase Your Sales

By Advertising Here!

ASD VEGAS SHOW . . . . . . . . . . . 45 631-754-5000 ASIA AMERIcA SHOW . . . . . . . . 20 MAHONE ASSOcIATES . . . . . . . 49

Sweet Smell of Profits!

NORTON’S SHOWS . . . . . . . . . . . 49 OFF PRIcE SHOW . . . . . . . . . . . . 41 TRADE SHOW cALENDER . . . . . 38

SEE PAGE 79 VISIT FORUM ON THE INTERNET View our latest books at

VIDEOS & DVD’S

www.bizbooks.org

DVD BUNDLE . . . . . . . . . . . . . . . . 60

Be In The Know!

PG 51 F

cOOL GLOWING . . . . . . . . . . . . 117

POPULAR GREETINGS . . . . . . . . 18 NOVELTY SELLER . . . . . . . . . . . 119

1000’s of Items

See our ad on page 106

WATcHES & cLOcKS

STOcKWELL GREETINGS . . . . . . 36 SJT ENT . . . . . . . . . . . .BAcK cOVER TIME WHOLESALERS . . . . . . . . 101

Trade Show Directory All Shows For 2014 www.forum123.com

O R U M

Advertising informAtion www.

reta

ilers

foru

m.com

VOL 28 JUNE NO. 2 2008

MARKE TIN MERCH G TIPS! ANDISE SOURC RETAILIN ES G SELL LIK TIPS E A EGYPTIA N N!

Active Buyers with our Print Readership Plus over 200,000 Page Views Monthly Online

Reach

n Apparel and Accessory Stores n Card and Gift Stores n Discount and Dollar Stores n Distributors and Jobbers n General Merchandise Stores

estAblished in 1981 as a buying source for store owners and wholesalers, Retailers Forum offers advertisers a large national circulation to showcase their products and services. Many of our readers are located in rural areas where access to merchandise is difficult, making our magazine indispensable to their buyers.

Through our unique direct mail and trade show

n Internet On Line Stores

circulation we constantly rotate our mailing lists, adding

n Mail Order Catalog Sales

new stores monthly enabling us to deliver new, fresh

n Novelty and Toy Stores

buyers each and every month you advertise with us.

In addition to your print ad, your company will be

n On Line Stores

featured in our digital on line monthly version at

n Resort and Souvenir Stores

www.RFmagazine.com. Our online magazine produces

n Sporting Goods Stores

over 200,000 page views monthly for our advertisers, which is in addition to our print and mail distribution.

n Variety Merchandise Stores

Your online ad will link to your website and email

n Wholesalers

address and we provide unlimited transfers from our readers into your website 24/7.

Retailers Forum Magazine published monthly by

FORUM PUBLISHING COMPANY 383 east Main street, Centerport, nY 11721

www.retailersForum.com

CONtACt US: tel: 1-800-635-7654 Fax: 631-754-0630 email: ForumPublishing@gmail.com

bonus trAde show distribution 2014

retailers

JANuARy

California Gift Show Charlotte Gift Show Orlando Gift & Variety Show Philadelphia Gift & Variety Show Seattle Gift Show St. Louis Gift Show Value Price Expo, NY Windy City Gift Show

Advertising rAtes AD SIze

1 ISSue

3 ISSueS

6 ISSueS

12 ISSueS

› page

$400

$300

$275

$250

¼ page

$525

$425

$400

$350

½ page

$625

$525

$500

$450

full page

$850

$750

$700

$650

2 pages

$1,350

$1,250

$1,150

$1,050

FebRuARy

Louisville Gift Show Off Price Specialist Show Philadelphia Marketplace San Francisco Gift Fair

MARCh

ASD Las Vegas Show Boston Gift Show Charlotte Gift Show Norton’s Gift & Variety Show Oklahoma City Wholesale Show Portland Gift Show

APRIL

Prices shown per month, above rates include full color printing

Asia America Trade Show Hawaii Merchandise Expo Minneapolis Gift & Variety Show

Advertising specs

National Stationery Show Off Price Show NY Value Price Expo, Atlantic City

› page: ¼ page:

2¼" high x 3¼" wide 4‚" high x 3¼" wide

½ page: full page:

4‚" high x 7" wide or 9½" high x 3¼" wide 9½" high x 7" wide

MAy

JuNe

Charlotte Gift & Variety Show Dallas Gift & Variety Show Norton’s Gift & Variety Show

JuLy Email or provide CD of ad in exact dimensions as JPG, TIF or preferred PDF format in CMYK color, 300 dpi resolution only

FuLL MARKeTING PROGRAM INCLuDeD >> n

Monthly print and mail magazine

n

Online magazine and search marketing

n

Distribution at over 50 trade shows Complete digital Magazine • Your ad runs on-line at www.RFmagazine.com • Over 200,000 monthly page views • Active link to your website Phone APP • Your company included in our free iPhone and Android APP. Imagine YOUR company right on the buyers phones!

reader response • Generates leads from buyers interested in your products through a code placed in your ad and on-line at www.vendor411.com. Free for all half and full-page ads. search Marketing • Your company included in the industry’s leading search engine: www.supplier411.com

California Gift Show Oklahoma City Wholesale Show Orlando Gift Show Philadelphia Gift & Variety Show San Francisco Gift Show Windy City Gift Show

AuGuST

ASD Las Vegas Show Biloxi Wholesale Show Ft. Lauderdale Gift & Variety Show Louisville Gift Show Off Price Specialist Show Seattle Gift Show St. Louis Gift Show

SePTeMbeR

Asia America Trade Show Charlotte Gift & Variety Show Hawaii Gift Show Las Vegas Gift & Resort Show Norton’s Gift & Variety Show Value Price Expo NY

OCTObeR

ASD New York Show Portland Christmas Show Seattle Christmas Show

NOVeMbeR

Gatlinburg Gift Show Hawaii Merchandise Expo Norton’s Gift & Variety Show San Francisco Christmas Show Smoky Mountain Variety

DeCeMbeR

Charlotte Gift & Variety Our Large Holiday Issue Hits The Mails Before Thanksgiving to Maximize Advertisers Results! * Show schedules are subject to change without notice.

From the Publisher THE BACK

TO SCHOOL season is in full swing this month and the industry had record breaking sales last month as parents and students hit the stores to stock up

on the must-haves for the upcoming semester. The sales rate has us on track to top the $40B done last year, despite a sluggish economy! Like I always have said, events and holidays will always come around and sales will be made. Our readers know that if they stock their stores carefully and give value and selection they will make money.

BE sure that your store is catering to the school crowd, especially those heading off to college who will need everyone from soup-to-nuts for their dorm rooms. Freshmen tend to overbuy along with their parents who want to ensure their rooms are comfortable and well stocked.

I remember when my daughter moved into her first dorm room at Hartford she had enough things to furnish a full house! Years later when it was my son’s turn, he had a bed!

Sometimes it pays to be first!

IT was great meeting so many of our readers and advertisers at the ASD Vegas show last month. Our booths did extremely well with steady traffic

and a great deal of interest from buyers looking for new merchandise and suppliers.

EVEN with our economy bouncing up and down from week-to-week there are good indicators in the market that we are poised for a successful holiday season. We will see continued growth in the mid-range markets and wise retailers will do well to stock their stores with popular-priced merchandise to appeal to a broad range of shoppers.

REMEMBER that as we head into the holiday season it is now that you need to make sure you are buying smart.

Have a good variety of merchandise.

Gone are the days when you could dust off the Simpson’s or Star Trek novelties and wait for gangbuster sales. The retailing world moves quicker than ever and trends go out almost as fast as they come in.

THESE are the challenges of operating a retail business and if you have the dedication to sourcing new items and keeping on the pulse of what your customers want, you will have quite a successful business.

RETAILERS FORUM SaleS & Marketing Gregory Brown Tom Richards Scott Savitt Martin Stevens Office Manager Leah C. PrOductiOn Myra Echevarria credit dePartMent Kristine Hines circulatiOn Discount Reading Svc. literary Staff Patricia Luebke Jason Meyers Rachel Spearman cOlOr PrOductiOn Anchor Imaging Printing Composing Room art directiOn Gregory Stevens Martin Stevens OverSeaS Office Trade Channel N.W. Guineastr 30 2022 PA Haarlem Netherlands +31-23-531-90-22 Published Monthly by: Forum Publishing Co. 383 East Main Street Centerport, NY 11721 Tel: 631/754-5000 Fax: 631/754-0630 forumpublishing@gmail.com

www.retailersforum.com

>> ON-LINE SOURCING The entire issue of Retailers Forum Magazine is posted on-line at

www.RetailersForum.com Includes: Website Links * E-Mail Links * Printable PDF’s ACCESS OUR MAGAZINE FROM ANYWHERE 24/7

RETAILERS FORUM is published monthly at $30/year USA, $75/year foreign.

Entire contents copyright ©2014 by Forum Publishing. Publisher assumes no responsibility for contents herein. First and third class postage paid at Centerport, NY. Bulk mail paid at NY, Brookfield, WI and Hooksett, NH under private mail indicia via publication mailing.

retailers

Reader Response Free Product InFormatIon From our advertIsers Have our advertisers contact you directly! Simply select the advertisements that interest you and fax this form to 631-754-0630 or fill in on-line at www.vendor411.com

aPParel

General & varIetY

❒❒All Advertisers in AppArel ❒❒01. 1 Stop Wholesale ❒❒02. Backstage ❒❒13. Erazorbit Shirts ❒❒16. Karma Circle ❒❒10. Selini NY ❒❒20. Xit! Shirts

❒❒All Advertisers in

cellular ❒❒All Advertisers in CellUlAr ❒❒24. Clearvision

generAl & VArietY

❒❒03. East West Trading ❒❒09. JAM Hats &

Credit CArd proCessing

❒❒38. EXS Credit ❒❒68. NOAMB.com

dIsPlaYs/suPPlIes ❒❒All Advertisers in

displAYs/sUpplies

❒❒06. JPI Displays

greeting CArds

❒❒50. Popular Greetings ❒❒08. Stockwell Greetings

HandbaGs ❒❒All Advertisers in HAndbAgs ❒❒35. Fashion Cents

Home/HouseWares electronIc cIGarettes ❒❒All Advertisers in

❒❒All Advertisers in

eleCtroniC CigArettes

❒❒53. Buck Naked ❒❒22. HD Smoke

FootWear ❒❒All Advertisers in FootWeAr ❒❒37. 79 South China

❒❒All Advertisers in JeWelrY & ACCessories

❒❒56. Ear Cuffs ❒❒14. FTH Wholesale ❒❒18. Int’l Jewelry ❒❒19. Judee K ❒❒51. Kay Imports ❒❒54. Mascorro Leather ❒❒05. MyFavoriteBeads.com

Earphones ❒❒57. Liquidation.com ❒❒07. Ramsons ❒❒26. VD Importers ❒❒27. VIA Trading

GreetInG cards credIt card ProcessInG ❒❒All Advertisers in

❒❒All Advertisers in

JeWelrY & accessorIes

HoMe/HoUseWAres

❒❒11. Country Club Linens

Incense ❒❒All Advertisers in inCense ❒❒39. L&V Creations ❒❒41. Mystical Moments

Pet Products ❒❒All Advertisers in pet prodUCts

❒❒04. SJT Dog Signs

sunGlasses ❒❒All Advertisers in sUnglAsses ❒❒30. CTS Sunglasses ❒❒36. PR Sunglasses ❒❒32. Sunny Trading

Western accessorIes ❒❒All Advertisers in Western ACCessories

❒❒48. Western Express

For Quick Response: Fax: 631-754-0630 • On-Line: www.Vendor411.com

Mail: Forum Publishing Co. • 383 E. Main St. • Centerport, NY 11721 Your Name _____________________________________________ Type of Business ____________________________________ Company Name _____________________________________________________________________________________________ Address ____________________________________________________________________________________________________ City ____________________________________________________State _____________________ Zip ______________________ E-Mail: _________________________________________________Tel _______________________ Fax ______________________

what’s hot For more information, contact:

CTS Wholesale Sunglasses

1-800-796-3486 www.CTSwholesalesunglasses.com

For more information, contact:

www.UINdeals.com

For more information, contact:

L&V CREATIONS

1-800-660-9081 www.SCENTED.com

dIRECT IMPORTER

IT is always a great advantage in retailing when you can buy directly from the importer. With CTS Wholesale Sunglasses you are able to select from the latest styles of sunglasses and eyewear from an inventory that changes frequently to make sure you have the most updated styles.

CTS offers buyers speedy shipping, free display boxes to present the products at your store, high quality and even has starter packages available that allow you to sample the newest styles of eyewear at prices that start as low as $8.00 per dozen...yes, that was for a dozen!

THE company has also added beautiful 3D embroidered hats with adjustable sizing to their line also at great direct importer pricing to add a new line to your store.

HOT NEW FAd APPAREL

EVERY now and then a company comes along that hits a home run with everything that they offer. UINdeals is one such company. Started back in 2008, this wholesaler of hot fashions for women has built a niche market with the latest fad apparel for fashion conscious 18-35 year old women buyers.

THEY know their market and they are well known worldwide, in fact they ship worldwide to leading stores and maintain no minimum order.

Imagine stocking your store without having to buy dozens of a single style. They know that with fad goods it’s in today, out tomorrow so the small orders allow you to experiment, make money and not get left with overstock!

AMAZING assortments of tops, bottoms, dresses starting under $10.00 and retailing for three-to-four times more.

SWEET SMELL OF SALES

WE love L&V Creations, a company that is innovative and provides some of the best customer service you will ever find in this industry.

Their top priority is quality and that has made them one of the leading manufacturers and importers of wholesale aromatherapy gift items in the country. They are also the creators of the original Plug In Night Lite Aroma Lamps!

ALWAYS adding new lines, the company offers their wonderful plug in aroma lamps that are world famous for being top quality and safe as well as their line of electric oil burners in over 168 new designs in stock.

They also feature all of the fragrance and perfume oils you will need at your store and sell by the ounce as well as bulk orders by the pound. If you are looking to add aromatherapy products to your store, you have just found your best new source!

Visit Our New Monthly What’s Hot online at: www.HotProducts.biz * Get listed: 800-635-7654

irst F s ’ y r t dus

1 1 •

” k o o B k o o

The In

“L

S E P T E M B E R 2 0 1 4

www.HotProducts.biz • Hottest Wholesale Items • Updated Monthly • Easy-to-read and use • Website Links

Another innovative idea from

FORUM PUBLISHING COMPANY

1-800-635-7654

forumpublishing@gmail.com

F O All Wholesale – All The Time® R U M

Millenials Taking Over

FOR the first time a recent census report has shown that millenials (those between 18-to-32 year olds has outnumbered even baby boomers. As the buying power of these millenials increases, marketers seeking their business must understand that members of this sector are a new breed of shopper and expect to be treated as individuals.

THE new group is very tech savvy and media connected and tend to be more independent politically, a trait that carries over into their personal lives. Many are postponing marriage and record numbers of them say that they have no religious affiliations. They also appear to not be a trusting lot as a group, but most seem optimistic about the future.

DEFINITELY a tough group to market to and retain customer loyalty! Because of deep ties to technology it is very hard to keep their attention. So, when you are marketing it needs to be interactive.

If they are not participating they will move on to the next pitch. They have a high sense of “self” bordering on narcissistic (hello, Selfie!) and fashion marketers have been encouraging shoppers to buy their clothing and post pictures of themselves in the outfits. Apparently, it’s all about ME, ME, ME! Good luck retailers - this is your next challenge.

Free Shipping Not So Free To Retailers

I know, everyone wants free shipping when they buy things online. And it is very challenging for retailers who can easily lose sales because they don’t off it. But shipping costs money and it needs to be absorbed into the price somewhere along the line.

EIGHT in 10 Americans who made an online purchase this year said free shipping was the deciding factor in closing the deal. It’s become a real competitive hot spot and one that your business cannot ignore.

HERE are a few tips when considering free shipping. Consider the financial implications of free shipping to your bottom line. If your product can ship standard priority you are between $5.05 and $6.50 for flat rate shipping. Do you have enough margins in your item to make this pay?

TEST your offers. Try free shipping on all orders over $50 or $75 and monitor sales. Often a customer will buy a little more to make the minimum. This is a win-win and often shoppers will go through your offerings carefully to find another item or two to buy.

BE wary of raising prices and offering free shipping. With the internet everyone knows everything and shoppers know the value of goods they are buying. So keep things in line and you’ll do fine.

Retailing Tidbits

PINTEREST cannot be ignored by retailers! It has been doing extremely well for fashion companies hawking clothing and accessories. In fact, the average order that comes through because of Pinterest is $169 as compared to facebook $95 and Twitter $70. Nordstrom is one retailer that has harnessed the power of Pinterest and now has 4.4 million followers.

TARGET is testing mannequins to see whether or not they help sell more clothing while Uniglo is experimenting with clear mannequins to display new clothing lines. Other retailers are experimenting with mannequins in odd and novel poses and in some cases with tattoos and crow’s feet. Were you at the ASD show last month and saw the mannequins that had the rotating signs attached to their mid-sections? When mannequins hit the end of their usefulness you can throw a motor in their midsections and make human signs out of them. More jobs lost to automation!

For Late-Breaking Industry News Visit: www.RetailersForum.com If It Affects Retailing We Report On It!

Stay Informed S

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HOW DOES 2010 LOOK? RESTOCKING YOUR STORE WHAT’S HOT! JAN. SHOWS ATTRACTING SHOPPERS

VOL. 29 NO. 9 JANUARY 2010

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Wholesale Merchandise

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Pipes • Butane • Cigarette Machines • Flasks • Postal Scales • Cigar Cutters • Wine Accessories • Tobacco Grinders

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Team Logo Rhinestone Earrings $54.00 dz

16 oz Metallic Tumbler $10.50 each

Hat Pins Also sold by the dozen!

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Team Logo Jewelry Set $9.50 set

2 0 1 4

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Want More Info? Circle #7 on page 11 • www.Vendor411.com

F O R U M

Industry trade shows

OCTOBER 2014

Apparel

F O R U M

Southern Women’s Show Birmingham Show Date: Oct 2-5 Management: Southern Shows, Inc. P.O. Box 36859 Charlotte, NC 28236 Tel: 800/849-0248 Fax: 704/376-6345 www.southernshows.com Location: BirminghamJefferson Convention Center, Birmingham, AL Est. Exhibitors: 250 Est. Attendance: 19,500 Profile: Marketplace for national and local companies on appliances, art, etc.

Southern Women’s Show Orlando Show Date: Oct 9-12 Management: Southern Shows, Inc. P.O. Box 36859 Charlotte, NC 28236 Tel: 800/849-0248 Fax: 704/376-6345 www.southernshows.com

Location: Orange County Convention Center, Orlando, FL Est. Exhibitors: 250 Est. Attendance: 19,500 Profile: Marketplace for national and local companies on appliances, art, etc.

Southern Women’s Show Jacksonville Show Date: Oct 16-19 Management: Southern Shows, Inc. P.O. Box 36859 Charlotte, NC 28236 Tel: 800/849-0248 Fax: 704/376-6345 www.southernshows.com Location: Prime Osborn Convention Center, Jacksonville, FL Est. Exhibitors: 250 Est. Attendance: 19,500 Profile: Marketplace for national and local companies on appliances, art, etc.

Los Angeles Shoe Show Show Date: Oct 12-14 Management: California Mart Association 110 East 9th St.

Los Angeles, CA 90079 Tel: 800/225-6278 Fax: 213/630-3797 www. californiamarketcenter.com Location: California Mart, Los Angeles, CA Est. Exhibitors: N/A Est. Attendance: N/A Profile: Men’s, Women’s and children’s fashion apparel and accessories in all price points. Also featured are fashion runway shows, designer pavilion, retailer seminars, cocktail receptions and special events.

Los Angeles Children’s Market Show Date: Oct 12-15 Management: California Mart Association 110 East 9th St. Los Angeles, CA 90079 Tel: 800/225-6278 Fax: 213/630-3797 www. californiamarketcenter.com Location: California Mart, Los Angeles, CA Est. Exhibitors: N/A

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Jeans • Shorts • Coats

516-991-7777 Est. Attendance: N/A Profile: Children’s apparel and accessories featured at this show.

Los Angeles Fashion Market Show Date: Oct 12-15 Management: California Mart Association 110 East 9th St. Los Angeles, CA 90079 Tel: 800/225-6278 Fax: 213/630-3797 www. californiamarketcenter.com Location: California Mart, Los Angeles, CA

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Est. Exhibitors: N/A Est. Attendance: N/A Profile: Men’s and women’s apparel and accessories will be featured at this show.

Atlanta Apparel Mart Show Date: Oct 16-19 Management: Atlanta Apparel Mart 250 Spring St., Suite 321A Atlanta, GA 30303 Tel: 404/607-9490 Fax: 404/588-9496 www.americasmart.com Location: Atlanta Apparel Mart, Atlanta, GA Est. Exhibitors: N/A

Est. Attendance: N/A Profile: This show offers fashions to retailers of women and children’s apparel.

Atlanta Men’s Market Show Date: Oct 16-20 Management: AMC Trade Shows/ DMC Expositions 240 Peachtree St. N.W., Suite 2200 Atlanta, GA 30303 Tel: 404/220-2201 Fax: 404/220-2450 www.americasmart.com

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Location: Atlanta Market Center, Atlanta, GA Est. Exhibitors: N/A S Est. Attendance: N/A E Profile: Men’s and boy’s P apparel and accessories T featuring urban, urban E elite and fashion.

M B denver Apparel and E Accessory Market R Show Date: Oct 17-20 2 Management: 0 Denver Merchandise Mart 1 451 E. 58th Ave., Ste. 470 4 Denver, CO 80216 Tel: 303/292-6278 Fax: 303/297-8473 www.denvermart.com Location: Denver Merchandise Mart Complex, Denver, CO Est. Exhibitors: 150 Est. Attendance: 1,000 Profile: Sales representatives for women’s and children’s apparel and accessory manufacturers provide retailers the resources needed for the upcoming season.

Stylemax Spring Market Show Date: Oct 19-22 Management: Merchandise Mart Properties, Inc. 200 World Trade F O Center, Ste. 470 R Chicago, IL 60654 U Tel: 312/527-4141 M

Industry trade shows

OCTOBER 2014 Fax: 312/527-7888 www.merchandisemart.com Location: The Chicago Merchandise Mart, Chicago, IL Est. Exhibitors: N/A Est. Attendance: N/A Profile: This show is a wholesale marketplace to Midwest retailers for women’s and children’s apparel and accessories.

Fashion Market of northern California Show Date: Oct 19-21 Management: San Francisco Design Center 2 Henry Adams St., #450 San Francisco, CA 94103 Tel: 415/328-1221 Fax: 888/350-1486 www.fashionmarketnorcal. com Location: San mateo Event Center, San Mateo, CA Est. Exhibitors: N/A Est. Attendance: N/A Profile: Apparel and accessories will be on display by the Golden Gate Apparel Association. new England Apparel Club Show Date: Oct 19-22 Management: New England Apparel Club, Inc. 26 Dartmouth St. Westwood, MA 02090 Tel: 781/326-9223

Fax: 781/326-6892 www.neacshow.com Location: Royal Plaza Trade Center, Marlborough, MA Est. Exhibitors: N/A Est. Attendance: N/A Profile: Apparel and accessories. dallas Women’s/ Children’s Apparel & Accessories Market Show Date: Oct 23-26 Management: Dallas Market Center 2100 Stemmons Freeway Dallas, TX 75207 Tel: 214/672-8421 Fax: 800/325-6587 www.dallasmarketcenter. com Location: Dallas Market Hall, Dallas, TX Est. Exhibitors: 1,500 Est. Attendance: 10,500 Profile: This well attended exhibition is a showcase complete with over 14000 lines of apparel and accessories for women and children. dallas Men’s & Boy’s Apparel & Accessories Market Show Date: Oct 23-26 Management: Dallas Market Center 2100 Stemmons Freeway Dallas, TX 75207

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Tel: 214/672-8421 Fax: 214/749-5458 www.dallasmarketcenter.

S com E Location: Dallas Market P Center, Dallas, TX T Est. Exhibitors: N/A E Est. Attendance: N/A M Profile: Displays apparel B and accessories.

E R Southwestern Shoe Travelers Market 2 0 Show Date: Oct 23-26 1 Management: 4 Dallas Market Center 2100 Stemmons Freeway Dallas, TX 75207 Tel: 214/672-8421 Fax: 214/749-5458 www.dallasmarketcenter. com Location: International Apparel Mart, Dallas, TX Est. Exhibitors: 3,000 Est. Attendance: 20,000 Profile: This show features top industry wholesalers of men’s, women’s and children’s footwear of all types.

Transworld’s Jewelry, Fashion, Accessories & Home décor Show Show Date: Oct 23-26 Management: Transworld Exhibits, Inc. F O 1850 Oak St. R Northfield, IL 60093 U Tel: 847/446-8434 M

Industry trade shows

OCTOBER 2014 Fax: 847/446-3523 www.transworldexhibits. com Location: Rosemont Convention Center, Chicago/Rosemont, IL Est. Exhibitors: N/A Est. Attendance: N/A Profile: Fashion apparel and accessories at this cash and carry show will be exhibited here. northstar Apparel Market Show Date: Oct 26-28 Management: Northstar Apparel 4052 Hyatt Merchandise Mart Minneapolis, MN 55403 Tel: 612/332-7966 Fax: n/a www.northstarfashion.com Location: St. Paul River Center, St. Paul, MN Est. Exhibitors: 300 Est. Attendance: 450 Profile: Representatives from the men & boys’ apparel industry will be exhibiting at this event.

This is the big fall show Trendz Florida Fashion Focus Show Show Date: Oct 26-28 Management: Florida Fashion Focus, Inc. 1717 NW 79 Ave. Dorel, FL 33126 Tel: 305/261-2021

Fax: 305/718-4322 www.floridafashionfocus. com Location: W Palm Beach Convention Center, Palm Beach, FL Est. Exhibitors: 275 Est. Attendance: 1,300 Profile: Features ladies and children’s apparel, handbags, jewelry, and accessories for future delivery.

Arts & Crafts Creative Sewing and needlework Festival Show Date: Oct 24-26 Management: International Showcase Associates 15 Wertheim Ct., Suite 502 Richmond Hill, ON, Canada L4B 3H7 Tel: 905/709-0100 Fax: 905/709-0079 www.csnf.com Location: Metro Toronto Convention Centre, Toronto, ON Canada Est. Exhibitors: N/A Est. Attendance: N/A Profile: Retailers, manufacturers, wholesalers, distributors, publishers, authors, celebrities, designers and educational institutions exhibit at this event.

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Plug-in Aroma Lamps L&V Creations Incense • Oils • Burners 800-660-9081 • www.Scented.com

The Craftsmen’s Classic Arts & Crafts Festival Show Date: Oct 10-14 Management: Gilmore Enterprises 3514-A Drawbridge Parkway Greensboro, NC 27410 Tel: 336/282-5550 Fax: 336/274-1084 www.gilmoreshows.com Location: Roanoke Civic Center, Roanoke, VA Est. Exhibitors: 300 Est. Attendance: 20,000 Profile: This Expo features thousands of original crafts and fine art, showcasing Made-in-America products such as pottery, toys, leathercraft, jewelry, and more.

Open to public and trade The Craftsmen’s Classic Arts & Crafts Festival Show Date: Oct 17-19 Management: Gilmore Enterprises 3514-A Drawbridge Parkway Greensboro, NC 27410 Tel: 336/282-5550 Fax: 336/274-1084 www.gilmoreshows.com Location: Dulles Expo Center, Chantilly, VA Est. Exhibitors: 300 Est. Attendance: 20,000

Industry trade shows

OCTOBER 2014 Profile: This Expo features thousands of original crafts and fine art, showcasing Made-in-America products such as pottery, toys, leathercraft, jewelry, and more.

Open to public and trade

Beauty/ Hair Care premiere Beauty Classic Show Date: Oct 12-13 Management: Premiere Shows, Inc. 1049 Willa Springs Dr Suite 1001 Winter Springs FL 32708 Tel: 407/265-3131 Fax: 407/265-3134 www.premiereshows.com Location: Columbus Convention Center, Columbus, OH Est. Exhibitors: 375 Est. Attendance: N/A Profile: Beauty products and demonstrations. premiere Beauty Show Show Date: Oct 19-20 Management: Premiere Shows, Inc. 1049 Willa Springs Dr Suite 1001 Winter Springs FL 32708 Tel: 407/265-3131 Fax: 407/265-3134 www.premiereshows.com

Location: Birmingham Convention Center, Birmingham, AL Est. Exhibitors: 375 Est. Attendance: N/A Profile: Beauty products and demonstrations.

Electronics Canadian Manufacturing Technology Show Show Date: Sep 28-Oct 1 Management: Reed Exhibitions Canada 3761 Victoria Park Ave., Unit One Toronto, ON M1W 3S2 Tel: 416/491-7565 Fax: 416/491-5088 www.cmts.ca Location: International Center, Mississauga, ON, Canada Est. Exhibitors: N/A Est. Attendance: N/A Profile: Services and distributors representing assembly equipment.

Graph Expo 2014 Show Date: Sep 28-Oct 1 Management: Graphic Art Show Inc. 1189 Preston White Dr. Reston, VA 20191 Tel: 703/264-7200 Fax: 703/620-9187 www.gasc.org

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Location: McCormick Place Complex, Chicago, IL Est. Exhibitors: 600 S Est. Attendance: 57,000 E Profile: Print Expo is P America’s printing and T publishing showcase.

E M national Manufacturing B Week E Show Date: Oct 1-2 R Management: 2 Reed Exhibition Companies 0 383 Main Ave. 1 Norwalk, CT 06851 4 Tel: 203/840-5570 Fax: 203/840-9570 www.manufacturingweek. com Location: Navy Pier, Chicago, IL Est. Exhibitors: N/A Est. Attendance: N/A Profile: This premier marketplace is for buyers and sellers of products, services and technologies that support and integrate all manufacturing processes. nSSEA School Equipment Show Show Date: Oct 29-31 Management: National School Supply & Equipment Association 8300 Colesville Rd., Ste. 250 Silver Spring, MD 20910 F O Tel: 301/495-0240 R Fax: 301/495-3330 U www.nssea.org M

Industry trade shows

OCTOBER 2014 Location: Tampa Convention Center, Tampa, FL Est. Exhibitors: 450 Est. Attendance: 2,000 Profile: Manufacturers who produce instructional materials and teaching aids for schools exhibit to dealers, retailers and distributors.

Food & Beverage The nACS Show Show Date: Oct 7-10 Management: National Association of Convenience Stores 1600 Duke Street Alexandria, VA 22314 Tel: 703/684-3600 Fax: 703/836-4564 www.nacsonline.com Location: Las Vegas Convention Center, Las Vegas, NV Est. Exhibitors: 1,350 Est. Attendance: 23,000 Profile: Features workshops, world-class speakers, and a 320,000 net square foot expo.

International Baking Industry Expo Show Date: Oct 8-11 Management: Retail Bakery Association 8400 Westpark Drive McLean, VA 22102

Tel: 703/610-9035 Fax: 703/610-0239 www.ibie.org Location: Las Vegas Convention Center, Las Vegas, NV Est. Exhibitors: 250 Est. Attendance: 8.000 Profile: Practical solutions and opportunities in the retail baking industry. pMA Fresh Summit Show Date: Oct 17-19 Produce Marketing Association 1500 Casho Mill Rd Newark, DE 19711 Tel: 302/738-7100 Fax: 302/731-2409 www.pma.com Location: Anaheim Convention Center, Anaheim, CA Est. Exhibitors: 600 Est. Attendance: 16,000 Profile: A not-for-profit trade association serving the fresh produce and floral industry, sponsors this informational forum of fresh produces and related items.

Convenience U Carwacs Show Show Date: Oct 21-22 Management: Fulcrum Events 508 Lawrence Ave W. Suite 201 Toronto, ON Canada M6A 1A1

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Tel: 416-504-0504 Fax: 416-256-3002 www.carwacs.com Location: BMO Centre, S Stampede Park, E Calgary, AB, Canada P T Est. Exhibitors: 200 E Est. Attendance: N/A M Profile: Convenience store B suppliers, candy and snacks, E gasoline handling equipment, R oil heating equipment, oil 2 truck manufacturers and 0 tank manufacturers.

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Southern Women’s Show Birmingham Show Date: Oct 2-5 Management: Southern Shows, Inc. P.O. Box 36859 Charlotte, NC 28236 Tel: 704/376-6594 Fax: 704/376-6345 www.southernshows.com Location: Birmingham Jefferson Convention Center, Birmingham, AL Est. Exhibitors: N/A Est. Attendance: N/A Profile: Exhibits include food, fashion, fitness, art, home décor, gifts, appliances, photography and more.

Kansas City Gift Show Show Date: Oct 3-6 Management:

Industry trade shows

OCTOBER 2014 Kansas City Gift Mart, Inc. 6800 West 115 St. Overland Park, KS 66211 Tel: 913/491-6688 Fax: 913/491-1279 www.giftmartofkansascity. com Location: Kansas City Gift Mart, Overland Park, KS Est. Exhibitors: 250 Est. Attendance: 6,000 Profile: Temporary exhibits in conjunction with permanent exhibits featuring many handcrafted product lines such as giftware, fine art, seasonal décor, collectibles and more.

Minneapolis Gift Show Show Date: Oct 5-7 Management: Minneapolis Gift Mart 10301 Bren Rd. West Minneapolis, MN 55343 Tel: 800/626-1298 Fax: 612/932-0847 www.mplsgiftmart.com Location: Minneapolis Gift Mart, Minneapolis, MN Est. Exhibitors: 130 Est. Attendance: 3,000 Profile: This show features gifts for all occasions from toys to house wares and more.

First Monday & Tuesday Mini Market Show Date: Oct 6-7 Management: Dallas Market Center

2100 Stemmons Freeway Dallas, TX 75207 Tel: 214/672-8421 Fax: 214/749-5458 www.dallasmarketcenter. com Location: Dallas Market Center, Dallas, TX Est. Exhibitors: N/A Est. Attendance: N/A Profile: A gift and home accessories show.

Southern Women’s Show Orlando Show Date: Oct 9-12 Management: Southern Shows, Inc. P.O. Box 36859 Charlotte, NC 28236 Tel: 704/376-6594 Fax: 704/376-6345 www.southernshows.com Location: Orange County Convention Center, Orlando, FL Est. Exhibitors: N/A Est. Attendance: N/A Profile: Exhibits include food, fashion, fitness, art, home décor, gifts, appliances, photography and more.

Gift & Home Market at the LA Mart Show Date: Oct 12-15 Management: L.A. Mart 1933 S. Broadway, Ste. 244 Los Angeles, CA 90007 Tel: 213/763-5800 Fax: 213/763-5881

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www. californiamarketcenter.com Location: L.A. Mart, Los Angeles, CA Est. Exhibitors: 300 Est. Attendance: 25,000 Profile: 300 showrooms featuring seminars, workshops for buyers, new products, discounts and more.

Southern Women’s Show Jacksonville Show Date: Oct 16-19 Management: Southern Shows, Inc. P.O. Box 36859 Charlotte, NC 28236 Tel: 704/376-6594 Fax: 704/376-6345 www.southernshows.com Location: Prime Osborn Convention Center, Jacksonville, FL Est. Exhibitors: N/A Est. Attendance: N/A Profile: Exhibits include food, fashion, fitness, art, home décor, gifts, appliances, photography and more. portland Christmas Cash & Carry Show Show Date: Oct 17-19 Management: Urban Expositions 1395 South Marietta Parkway, Bldg. 400, Ste. 210 Marietta, GA 30067 Tel: 678/285-3976 Fax: 678/285-7469

Industry trade shows

OCTOBER 2014 www.urban-expo.com Location: Orgeon Convention Center, Portland, OR Est. Exhibitors: 200 Est. Attendance: 2500 Profile: Show features gift products, resort giftware, souvenirs.

International Home Furnishings Market Show Date: Oct 18-23 Management: International Home Furnishing Marketing Association P.O. Box HP-7 High Point, NC 27261 Tel: 336/869-1000 Fax: 336/889-7460 www.highpointmarket.org Location: Downtown High Point-Thomasville, High Point, NC Est. Exhibitors: 2,500 Est. Attendance: 80,000 Profile: Market for the home furnishing industry

Home & Housewares International Home Furnishings Market Show Date: Oct 18-23 Management: International Home Furnishing Marketing Association P.O. Box HP-7

High Point, NC 27261 Tel: 336/869-1000 Fax: 336/889-7460 www.ihfc.com Location: Downtown High Point & Thomasville, High Point, NC Est. Exhibitors: 2,500 Est. Attendance: 80,000 Profile: Wholesale market for the home furnishing industry.

Transworld’s Jewelry, Fashion, Accessories & Home décor Show Show Date: Oct 23-26 Management: Transworld Exhibits, Inc. 1850 Oak St. Northfield, IL 60093 Tel: 847/446-8434 Fax: 847/446-3523 www.transworldexhibits. com Location: Donald E. Stephens Convention Center, Chicago/Rosemont, IL Est. Exhibitors: N/A Est. Attendance: N/A Profile: A variety of house wares and giftware will be featured.

Campbell River Fall Home Expo Show Date: Oct 24-26 Management: Evergreen Exhibitions, Inc. P. O. Box 574 Parksville, BC, Canada V9P 2G6 Tel: 250/248-4440

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Fax: 250/248-0640 www.homeshowtime.com Location: Strathcona S Gardens Arena , E Campbell River BC P Est. Exhibitors: N/A T Est. Attendance: 8,000 E Profile: Home and garden M products and services are B featured at this public show.

E R Atlanta Gift Immediate delivery Show 2 0 Show Date: Oct 28-30 1 Management: 4 Americas Mart Atlanta 240 Peachtree St. NW, Ste. 2200 Atlanta, GA 30303 Tel: 404/220-2212 Fax: 404/220-2299 Location: Americas Mart Atlanta, Atlanta, GA Est. Exhibitors: N/A Est. Attendance: N/A Profile: Featured at this show are displays of glassware, tabletop products, home accents, garden products and more.

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Jewelers International Showcase Show Date: Oct 2-6 Management: Jewelers International Showcase, Inc.

Industry trade shows

OCTOBER 2014 6405 Congress Ave., Ste. 125 Boca Raton, FL 33487 Tel: 561/998-0205 Fax: 561/998-0209 www.jisshow.com Location: Miami Beach Convention Center, Miami Beach, FL Est. Exhibitors: 400 Est. Attendance: 7,500 Profile: This exhibition will be covering all aspects of the jewelry industry and will feature a large selection of all types of jewelry products from around the world.

Business to Business Gem Trade Show - detroit Show Date: Oct 3-5 Management: Gem & Lapidary Wholesalers, Inc. P.O. Box 98 Flora, MI 39071 Tel: 601/879-8832 Fax: 601/879-3282 www.glwshows.com Location: Embassy Suites, Detroit, MI Est. Exhibitors: 125 Est. Attendance: 3,000

Profile: This trade show specializes in gems, jewelry lapidary equipment and specimens. **All G&LW shows are wholesale only copy of business or resale certificate required**.

Business to Business Gem Trade Show – West Springfield Show Date: Oct 10-11 Management: Gem & Lapidary Wholesalers, Inc. P.O. Box 98 Flora, MI 39071 Tel: 601/879-8832 Fax: 601/879-3282 www.glwshows.com Location: Eastern States Exposition, West Springfield, MA Est. Exhibitors: 120 Est. Attendance: 3,000 Profile: This trade show is going to specialize in gems, jewelry lapidary equipment and specimens. ** All G&LW shows are wholesale only copy of business or resale certificate required**.

Business to Business Gem Trade Show - Asheville Show Date: Oct 21-22 Management: Gem & Lapidary Wholesalers, Inc.

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P.O. Box 98 Flora, MI 39071 Tel: 601/879-8832 S Fax: 601/879-3282 E www.glwshows.com P Location: Asheville Civic T Center, Ashville, NC E Est. Exhibitors: 60 M Est. Attendance: 770 B Profile: This show E R specializes in gems, jewelry lapidary equipment and 2 specimens. **All G&LW 0 shows are wholesale only 1 4 copy of business or resale certificate required**.

Transworld’s Jewelry, Fashion, Accessories & Home décor Show Show Date: Oct 23-26 Transworld Exhibits, Inc. 1850 Oak St. Northfield, IL 60093 Tel: 847/446-8483 Fax: 847/446-3523 www.transworldexhibits. com Location: Renaissance Hotel, Schaumburg, IL Est. Exhibitors: N/A Est. Attendance: N/A Profile: This show features a variety of gifts, jewelry, and general merchandise. This is a cash and carry show.

Business to Business Gem F Trade Show - Orlando O R Show Date: Oct 24-26 U Management: M

Industry trade shows

OCTOBER 2014 Gem & Lapidary Wholesalers, Inc. P.O. Box 98 Flora, MI 39071 Tel: 601/879-8832 Fax: 601/879-3282 www.glwshows.com Location: Osceola Heritage Park, Orlando, FL Est. Exhibitors: 150 Est. Attendance: 1,300 Profile: Specializes in germs, jewelry lapidary equipment and specimens. ** All G&LW shows are wholesale only copy of business or resale certificate required** Trendz Florida Fashion Focus Show Show Date: Oct 26-28 Management: Florida Fashion Focus 1717 NW 79 Avenue Dorel, FL 33126 Tel: 888/249-1377 Fax: 305/718-4323 www.floridafashionfocus. com Location: Palm Beach Convention Center, W. Palm Beach,FL Est. Exhibitors: N/A Est. Attendance: N/A Profile: Women’s and children’s apparel, jewelry and accessories for future delivery.

Sporting Goods IBEX – International Boat Builders Exhibition & Conference Show Date: Sept 30-Oct 1 Management: National Marine Manufacturers Assoc.

200 E. Randolph Drive #5100 Chicago, IL60601 Tel: 312/946-0200 Fax: 312/946-0401 www.ibexshow.com Location: Tampa Convention Center, Tampa, FL Est. Exhibitors: N/A Est. Attendance: N/A Profile: Boat builder’s expo.

Long Island Auto Show Show Date: Oct 17-19 Management: Expo Management Group 69 Milk St., Ste. 206 Westborough, MA 01581 Tel: 508/836-2222 Fax: 508/836-0231 Location: Nassau Veterans Coliseum, Uniondale, NY Est. Exhibitors: N/A Est. Attendance: N/A Profile: Automobiles and accessories.

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Forum Workshop

5 5 • S E P T E M B E R 2 0 1 4

FORUM WORKSHOP FORUM WORKSHOP

Starting your Business Business OWN BUSINESS

Starting Your Own Starting Your Own EXPANSION

If one is profitable, five may make you bankrupt. This principle applies to all types of If five may you bankrupt. businesses.

Ednaʼs publishing, X-Press PrintIf one oneis profitable, is profitable, fivemake may make you This principle applies to all types of businesses. ing (my former partnerʼs company), and Keepbankrupt.

This principle applies to all types of Ednaʼs Jewelry publishing, Printing (my sake allX-Press suffered from theformer the businesses.

Ednaʼs publishing, X-Press Printpartnerʼs company), and Keepsake Jewelry all syndrome. ing (my former partnerʼs company), and Keepsuffered from the the syndrome.

EXPANSION

sake Jewelry all suffered from the the syndrome. Case History #1:

Too Much, Too Soon, Case History #1: Killed the Business Too Much, Too Soon, Ednaʼs publishing publishing companyʼs original publicaEdnaʼs original publication, Killedcompanyʼs the Business

F O R U M

a magazine promoting downtown, was building a tion, a magazine promoting downtown, was loyal readership a renewing base. building a loyal and readership andadvertising a renewing adEdnaʼs publishing companyʼs original publicaHowever, the sales staff found themselves limited vertising base. However, the sales staff found tion, magazine promoting downtown, was by thea amount of advertising space they could themselves limited by the amount of advertising building a loyal monthly, readership renewing adsell in a single, 32-and pagea magazine.

So space they could sell in a single, 32vertising base.aHowever, the salesmonthly, staff found Edna invented second, in-house, semi-annual page magazine.

So invented apublish second, magazine and accepted contract a themselves limited byEdna theaamount oftoadvertising in-house, semi-annual magazine and accepted quarterly mall catalog.

The three publications space they could sell in a single, monthly, 32were targeted to specific audiences with a slight a contract to publish a quarterly mall page magazine.

So Edna invented a catalog. second, overlap in market that allowed successful crossThe three semi-annual publications were targeted specific in-house, magazine andto accepted audiences with a slight overlap in market that

panyʼs original downtown magazine; it provided advertisers with an either-or choice and tookmagabusiselling.

But the fact that Edna had three magazines panyʼs original downtown instead of one spread working capital very thin. ness away from the companyʼs zine; it provided advertisers with And when the company accepted a contract to staple. an either-or choice and took busido a playbill and another shopping mall catalog, ness was awaylittle from theforcompanyʼs there failure. Both lost money, In her haste toroom take on more and staple. and the new catalog competed directly with more jobs, each of which de- magazine; it the company ʼs original downtown pended on advertising sales to choice and provided advertisers an either-or In her haste to take with on more and pay forjobs, production, Edna negtook business away of from the companyʼs staple. more each which delected the fact that the companyʼs pended on advertising sales to In herfor haste to take more and more jobs, each retention rate foronsalespeople pay production, Edna negof which depended on advertising was two including herself.

Not sales to pay lected the–fact that theneglected companyʼs for production, Edna the fact that the only was working capital spread retention rate for salespeople companyʼs retention rate for salespeople was two thin, her –time wasNot as well. The was two including herself.

Notworking capital – including herself. only was companyʼs monthly magazine only was working spread thin, her timecapital was asspread well. The companyʼs nearly died of neglect. monthly magazine nearly died of neglect. New thin, her time was as well. New The salespeople couldonly onlycomprehend compre- – and sell – salespeople could companyʼs monthly magazine each upcoming publication. a third hend – and sell – each upcoming publication. nearly died of neglect. Edna Newcreated company magazine.

After one period in Edna createdcould a thirdonly company magazine.which After salespeople comprethe business produced five magazines in about one period which the business produced five hend – andinthe sell – each upcoming five weeks, monthly was cut to publication. twenty-four magazines in aabout five weeks, the monthly Edna third company magazine.

After pages,created simply because no one had the time to sell was cut toand twenty-four simply because one period in which the pages, business produced five it. Health legal problems, further diluted the no one had the time to sell it.

Health and legal ownerʼs time.inWhen themonthly bottom magazines aboutEdna five examined weeks, the problems, further diluted the ownerʼs time. line, she was unable to give the pay raise she was cut to twenty-four pages, simply because When Edna examined the bottom line, she was

5 5 • S E P T E M B E R 2 0 1 4

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FORUM Workshop WORKSHOP Forum 5 5 • S E P T E M B E R 2 0 1 4

Case History #2: Relying On Nonexistent Investments for Expansion John Feltʼs Heritage Keepsake Diamondsʼ story was a bit different. After running one store in Utah successfully for a number of years, John

said a number of investors convinced him to open fourteen more stores all over the western part of the U.S. John found himself expanding the business faster then he could personally control and taking on a great amount of debt to do so. As the national economy worsened in the early ʻ80s, and the bank loans began to eat up the profits, John turned to his partners to produce the cash investments they had promised, only to find out that the money never existed.

He sold ten stores, keeping five in Utah and Idaho, and tried to recover. Twenty percent and higher interest rates in a business that required purchasing inventory on credit put him into Chapter 11 bankruptcy. Eventually, John sold the business, but new management failed to save it.

continued..

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Case History #3: Expansion for the Wrong Reasons

Fred Blackbumʼs story of business success and then failure is very complex. He successfully operated a PIP quick printing franchise for a decade. When a downtown renovation eliminated most of the parking near his business and made access difficult, sales began to decline. He lost his franchise and continued to operate as Fredʼs X-Press Printing. A few years later, Fred was evicted from his downtown location _ the building had been sold and was going to be torn down and replaced with a new bank office tower. Wanting to keep both a mall presence and a downtown store, he chose to

move across the street into another new building. Moving was not new to Fred; he had had to do it twice before. But this time he had to pay for plumbing, wiring, and interior wall construction – and business was bad. Furthermore, quick print shops were proliferating in the downtown area at the time. And photocopy businesses using high quality, high speed machines further eroded his market share. Nevertheless, after Fred moved, he found himself with an extra printing press that didnʼt fit into his tiny new shop. So he decided to open a third store, just because he had the equipment, he said, even though he did not have enough equipment to open a full-service shop or enough capital to upgrade his own photocopying machines.

He was saved from bankruptcy by a buyer, who closed the third location immediately. continued...

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FORUM Workshop WORKSHOP Forum 6 6 • S E P T E M B E R 2 0 1 4

THE MORAL OF THE STORY Go slow if you decide to expand. More isnʼt better unless more meets the same criteria as the first: there is market demand and you make money. Clair and Twila Hale owned two Hallmark shops in one mall and a third in the mall across the street. The demand for greeting cards and seasonal gifts is strong; their ability to carry an inventory of popular and constantly changing gifts has enabled them to keep up with market demand, and, essentially, become their own competition. In response to a recent mall renovation, the Hales moved one of their two shops into a third shopping center five miles away.

Carriage Horse Liveryʼs president, Wayne Scott, started his business with two horses and two reproduction carriages. The company grew to 10 carriages, 18 to 20 horses, 2 hay wagons, a sleigh, and a horse-drawn trolley. Wayne said ten carriages is all that the city can support.

However, another company competes with his.

Still, he realizes that for the hours and demand he anticipated in a city the size of Salt Lake, he has enough. His “enough” was based on being the only such business in the city; competition may change the statistics. Competition also prompted him to start advertising, which may increase demand in his favor. continued..

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FORUM Workshop WORKSHOP Forum 6 6 • S E P T E M B E R 2 0 1 4

Carrie expanded Body Tech as needed. When her classes grew too large to fit in her basement, she signed a lease agreement and opened a studio. She leased more space as her business grew, but kept her flight attendant job for security, so she could always meet the lease payments. After eight years, Carrie had a studio custom designed in a new office building near downtown. Rather than add new studios, which would dilute her time and attention, Carrie works from her large office in her single studio and finds ways to use her time more productively. She produced a workout video and book. She says about the increased competition in the aerobics business, “My theory is, theyʼve caught up, so leave them behind and come up with something new.”

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Make certain you can afford to expand.

Donʼt expand on promises or the expectation that someone else is going to invest. People invest in assets and profits, not in liabilities and plans. Youʼll probably have to spend your own money, which can include a bank or private loan. But you have to pay back loans, so it is still your money.

Also consider your staff. If you ask your employees to take on more projects, like Ednaʼs publishing company, can you increase their salaries? continued..

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F O R U M .

FORUM Workshop WORKSHOP Forum 6 6 • S E P T E M B E R 2 0 1 4

HAVE THE SUPPORT OF YOUR STAFF

Consider the support of your staff before you want to grow. If you operate more than one store, you will have to be in different places during the day. You will have to be able to count on your best people to manage for you, as you would. Asking them to do more on the same pay because all your capital will be used for expansion is not reasonable. You probably paid them less than they were worth when you started your business; they accepted that because they expected to earn a great deal more as the business earned more. You are going to make those people mad at you if you use profits to expand before you increase their salaries.

Of course, if your employees have no skills and require none, this is not an issue. But even minimum wage, low skill employees can offer your business ingredients for success that may make their happiness a bigger priority than expansion. For instance, if your clerk always smiles and remembers regular customers by name, always takes the correct payment and gives the right change, youʼd be foolish to think that employee is easily replaceable.

continued..

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F O R U M .

FORUM Workshop WORKSHOP Forum

Are their salaries sufficiently high for you to ex- If you do expand too much or too soon, have 6 6 pect more work for the same pay? Ask them the wisdom to retrench. At one time the Hales what they think. If the publishing company had owned seven Hallmark stores some fifty miles • found an adequate number of salespeople, per- apart. Even though two sons and one daughter S haps it could have worked. But it did not, and it helped run the business, the family decided E would have made more sense to take on new seven stores were too many to operate well, so P T projects after a sales force had been developed they sold three. In October of 1986, opportunity E than hire a batch of new people who were trying and “a new challenge” called once again and M to learn not only sales techniques but a new the Hales opened The Christmas Store in the B product line a week before press deadline. same mall as their first two Hallmark stores E (Clairʼs Hallmark and R Twilaʼs Hallmark). But after 2 BE REALISTIC the holidays, they closed 0 the location, choosing not 1 4 Body Tech not only had enough to renew their temporary customers to justify expansion, lease. The experiment did it had a loyal, dependable, not justify a year-round eager cadre of instructors who Christmas store. continued.. also viewed expansion as an opportunity.

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F O R U M

FORUM Workshop WORKSHOP Forum

Mike Mihlberger expanded Office & Things 6 6 from its single Salt Lake location to a second store in Oklahoma. He says, “I went to Okla• homa to look for a wife.” He met and married a S Utah woman, closed the Tulsa store after tiring E of the commute, and concentrated his expanP T sion activities in Utah. At first, Mike sold speE cialty gifts as well as business supplies and M typewriters. Later, Mike expanded his gift line B and opened another store in the mall across the E R street. As his family grew from two to four, his interests changed. “I needed toys at wholesale 2 0 for my kids.” He re-examined his marketing 1 strategy. “The only toy a kid remembers is a 4 stuffed animal.” Mike closed his second mall store and eliminated his giftware line because it overlapped the inventory of the store across the hall from his primary location. He put an extensive line of stuffed animals in the extra space.

He calls his stuffed animal store “Noahʼs Ark” and specializes in collectibles. His decision to open a bakery next door was motivated similarly. “My family was growing, I needed to buy food wholesale.”

The other (maybe the real) reason was the bakery in his mall closed, so he thought there would be a continued demand. He also decided to alter the bakery-businessʼ standard means of operation. Rather than have a baker work on site, he simply buys wholesale from bakers all over town. The products are as fresh; the variety infinite. continued...

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F O R U M .

FORUM Workshop WORKSHOP Forum

His expansion have always been in response 7 Business Must 7 to market demand, not optimism or wishful Be Profitable thinking. And when demand changes, or com• petition increases, heʼs willing to adjust the naS ture of his business. Mike has been in business Remember, business should be profitable. You E since 1975, and he had a loyal staff of people will have a lot more work to do in the early P T who donʼt mind selling $3,000 pens one day years when you have to run your business all E and 50 cent breakfast rolls the next. He ex- the time. Be careful not to inflict unnecessary M panded with both sufficient capital and the stress on yourself by taking on more than you, B agreement of his existing staff, one of whom your funds, and your staff can handle. If you E R said the change of pace keeps the job interesting. create a successful business, youʼll have plenty of time to “do more.” In the early years, building 2 a clientele, training and building a loyal staff, 0 1 and building a capital reserve should be your 4 priorities. Why? Because if these go badly, they will threaten the survival of your business. Accomplishing these things will take a lot of your time, attention, and money in the first five years. continued..

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FORUM Workshop WORKSHOP Forum

Youʼll advertise to attract attention and to gen7 7 erate word-of-mouth publicity. This costs more in the first few years because when you are • new you have to pay for exposure; the free stuff S comes later. If you ask other people (your emE ployees) to “hook their wagons to your star,” P T you have to be there for them as well as for the E business. You have to be visible. Having M worked for three start-up companies (including B my own), I know it is hard to stay loyal to a comE R pany or a boss who is not constantly involved in the operation of his or her own business. Iʼve 2 0 seen coworkers start to lose their morale and 1 put forth less effort to make sales or service 4 customers, because the owner started to take a lot of time off for vacations, or even to operate a second or third location. Since the business was new, the owner delegated far more responsibility than authority, and when problems

arose, employees were left hanging – unable to solve the problem, please the customer, or do their jobs. Working under these conditions is miserable. You will need to be in the office or store more than you think, just to serve as a role model – if the boss works hard, employees will believe that the company is going to succeed. If the boss is never around, employees start to worry that things are going wrong, otherwise why would the boss be so hard to find?

continued..

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F O R U M

FORUM Workshop WORKSHOP Forum

7 Donʼt rush into other ventures until your staff is saving for 7 well-trained, and has gained your trust so that retirement • you can hand them not only the keys to the and you door, but the authority and knowledge to handle had been S whatever happens in your absence immedi- g u a r a n E ately. Sound simple? It is, but you wonʼt do it for teed that P T a year or two. Itʼs just not comfortable for either Social SeE you, the owner, or for your employees. curity will M not exist B and you E CHECK YOUR SAVINGS will live to R 2 Finally, before you expand, consider the be 100.

Save regularly and as much as you can. “Sav0 1 amount of cash you have in the bank. Not ings” are monies that you do not pay to your4 the money you or others invested when you got self, the owner. Having this money demands started, or your working capital, but your sav- that you have the self-discipline to pay yourself ings. Odds are by the time you actually opened last – after the bills, the staff, the savings acfor business you didnʼt have much start-up cap- count, taxes, and whatever else happens. ital left. If you did, add to it as though you were continued..

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FORUM Workshop WORKSHOP Forum 7 7 • S E P T E M B E R 2 0 1 4

Your Ability To Grow Depends On Money

In the first one to five years, pay yourself very little, because your ability to grow depends on how much money you have in the bank. Lending institutions are more willing to loan money to people who will risk (thatʼs risk losing) money of their own. Your goal is to have so much money saved that you can either pay cash for expansion or attract loans that you know will be able to pay off, whatever happens, because you have the cash flow and money in the bank.

terbed electrically. Sheri invented the ThermoShield in 1982 because the family couldnʼt afford their electric bills. Originally, they turned their basement into a manufacturing plant.

Along with their five children, Sheri and Jay cut pads, hemmed fabric, and sewed straps. For three years, Sheri made phone calls and set appointments; after work, Jay made sales calls in peopleʼs homes.

Sheri and Jay manufacture and market the Jensen ThermoShield – a quilted waterbed cover that eliminates the need to heat a wa-

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continued..

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The Jensens lived modestly and put most of 7 7 their profit back into the business. Jay began to sell his product at state and county fairs, shop• ping mall shows, and home and garden shows S in 1985. That first year, working full time, he E earned $20,000, more than he had ever earned P T as an employee. The Jensens now pay themE selves $125,000 and still reinvest most of their M income into the business.

B E R Jensen ThermoShield was five years old when the Jensens took out their first loan. They did 2 0 so to buy a quilting machine and build a 1 garage-factory on their lot in Riverton, Utah, ex4 plains Jay, because the mattress factory they subcontracted to could not keep up with demand. Furthermore, the monthly payments on the loan were the same amounts as they had paid the subcontractor.

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While I doubt many businesses operate this way, they should.

The ones that do, like the Hales and the Jensens, are the first to expand in response to market demand. They are the ones that survive economic changes – fiscal or political – like recessions, stock market crashes, fluctuating interest rates, perhaps even urban (or mall) renewal projects. They have the money to move, to buy new inventory, to upgrade their equipment, to train their staff. It is all right to compete with yourself if doing so will increase your overall profitability. But if adding a new store across the street means people will no longer shop at your first location (or buy ads in your monthly magazine), itʼs not a good idea. continued..

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FORUM Workshop WORKSHOP Forum

Highly skilled or low skills, peo8 8 ple can, in fact, be replaced. But it will take new people time to • learn your business procedures.

S If you have to train new people in E the middle of an expansion, you P T are going to have a difficult time.

E Why not wait until your employM ees feel well paid, dedicated, B and willing to assist you with E R your expansion. Whatʼs the rush to get bigger?

Are you afraid your competitor will do it first?

2 0 Could be, but so what. Doing it first only counts 1 if you can do it well and keep doing it. First 4 doesnʼt count if your valued employees quit and your company goes broke because you donʼt have the time to train their replacements. Let someone else be “first” under those conditions.

When they quit, pick up their customers.

If you sell gifts, you should always try to be first.

But gifts change constantly. So whenever you enter the market, you have an opportunity to sell “the new.” But if you plan to publish a monthly magazine, once you start it is a mistake to tell people who signed contracts and paid their deposits for upcoming issues that you changed your mind and want to take a few months off. They probably wonʼt do business with you again, judging from the history of one local publication.

Be realistic. Examine all the factors.

Donʼt react to the competition; make sound business decisions and let competitors react to you.

continued..

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FORUM Workshop WORKSHOP Forum 8 8 •

MAKING MONEY

No one is in business to create jobs or pay taxes. No one. Real entrepreneurs take the risks they do to make money. The paychecks their employees draw every month, and the wide variety of goods and services American consumers have to 2 select from, are all by-products.

0 1 The extent to which the American public has 4 come to believe (and insist) that the opposite is true may confuse the new business owner. And it is highly likely that in the early years, paying taxes and creating jobs will be more of what you do than make money for yourself.

S E P T E M B E R

WHAT DO YOU PAY YOURSELF?

How will you know how much to pay yourself?

In the early years the formula is simple: whatʼs left over, after you pay debts, taxes, salaries, and the companyʼs investment capital fund.

What is left over for you to take home is going to depend on: how much you sell, how much you spend to stay in business, and what prices you charge. Beginners tend to spend too much and charge too little. Furthermore, service businesses often neglect to charge for “real time.”

How much you sell will be determined by market demand, how well you let the market know you exist, the competition, your location, the national and local economy, and a hundred other things, about half of which you can control. continued..

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FORUM Workshop WORKSHOP Forum 8 What Do You Charge?

8 • In my business, I sold “typesetting.” I decided that I would charge my clients from the time my S E fingers touched the keyboard of my machine, P to the moment I had the finished pieces pasted T up. What I did not charge for was the five minE M utes or two days that I designed in my head.

B How could I, I thought to my self, charge anyE one for something as abstract as “thinking.”

R

When I wrote ads for Ednaʼs, I started the time clock from the moment I began the project to when the finished copy left the computer. I charged for all that time I spent listening to my head talk. Thatʼs what I had been hired to do. My employer defined what “time” we were to charge for.

2 That was a mistake. I learned from experience 0 that charging for thinking is not only fair but nec1 Had I charged for my creativity as owner of Mid4 essary. Perhaps other people designed logos night Oil Typesetting, I might have been more with pen and paper or computer. The fact that I successful. I also had to decide how much to “saw” logos in my head was no less legitimate charge. Since I had a six month record of pricand should have been income-producing from ing and income, it was fairly simple to do. the beginning, rather than two years later. continued..

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FORUM Workshop WORKSHOP Forum

8 The going rate in the business when I started 8 was $25 an hour. Since my computer was low• end, I set my price at $20. I calculated that if I did an hour of billable work a day, I could cover S my overhead. I knew with Fredʼs X-Press PrintE ing as my only customer, I would do more.

P T E Consider The Competition M B E Setting prices relative to the competition is a R good place to start. But make certain that you 2 will cover your expenses. There are a lot of low 0 bidders out there who are courting bankruptcy.

1 Be careful not to copy them. Set your prices re4 alistically higher. Justify the difference with quality and service. Then let others copy you.

You should charge as much as people are willing to pay. Is it better to sell five for $20 each or ten for $10? Well, the cost of your in-

ventory for five will be lower, but people will like you better if you charge $10. If each items costs you $7, youʼre going to make more selling fewer for a higher price. However, if a customer comes to your store for that particular item and youʼve run out, he or she may think that you donʼt have much to offer and may never come back. What should you do if purchasing 100 at a time will only cost you $5 each?

Your prices must balance your need to attract customers and your need to afford an ample inventory. Naturally, the type of item you sell will help you decide both. continued..

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FORUM Workshop WORKSHOP Forum

9 If you sell custom-made roll-top desks, like 9 Charlie, you donʼt have to carry any inventory of • finished goods, just floor samples. You can order supplies when you need them and charge S as much as the traffic will bear. If you sell jewE elry, like Guy, one or two of a kind will do. Since P T you can always size a ring, your customers will E be more attracted by a large variety. If you are M in the grocery business, you need fully stocked B shelves so that customers will find everything E R they need, every time they come into your 2 place of business, 0 or they will have 1 to go elsewhere.

4 In clothing retail, you need a variety of styles as well as sizes at the beginning of

each selling season. You need a big selection so that as sizes and styles start to sell out, customers have plenty to choose from until the next seasonʼs merchandise arrives. When the selection is very thin, and the new inventory is due to arrive soon, itʼs time for clearance sales.

As you can see, experience in oneʼs profession will give you a head start when you buy inventory and set prices. It will take a year or two on your own before you have records upon which to base such decisions. Generally speaking, if you cater to immediate needs (“real need”) you have to have an ample inventory at the “best” price. If you cater to “perceived needs,” a wide variety of ever-changing merchandise will attract customers. Your prices will depend on your costs of doing business and the quality and service you offer. continued..

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FORUM Workshop WORKSHOP Forum 9 9 • S E P T E M B E R 2 0 1 4

BUSINESS SPENDING

Not only do small business owners tend to charge too little, they often think they have to spend too much to stay in business.

Sometimes finding out what “too much” is, is a matter of trial and error. But you have to pay attention. Spending too much is often necessary as long as it doesnʼt happen for too long a period of time. Advertising is going to cost a lot in the beginning, simply because you need the exposure, unless you want to wait five years for word-of-mouth to build your business. The mistake entrepreneurs often make is they buy too much advertising, all at once, run out of money, then discontinue advertising completely – because “they canʼt afford it.”

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Perhaps your has a regional magazine? The nation? Define your market more specifically: businesses, households, sports enthusiasts, and do some research.

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FORUM Workshop WORKSHOP Forum

Collect rate sheets and information on each 9 9 publicationʼs circulation. Surveys indicate that about four people read every copy of a maga• zine, and publishers like to use this statistic. If S a magazine claims 40,000 “readers,” they probE ably print 10,000. You can bet they keep 500 in P T the office for the salespeople to use, and perE haps another one percent of their print run is M left over at the end of the month, undistributed B and unread. So ask for press run figures and E R compare those.

2 0 1 4

or newspaper that is distributed to the workers and tourists in your area exclusively? Maybe they print fewer copies; but if the copies are hand delivered to your potential customers, it could be a better buy.

Targeting Your Advertising

I said “could be” because these issues are never that black and white. Most likely you will find two or three publications youʼd like to try.

Hereʼs the rule: More important, find out where those copies go. try them one at a Is the publication distributed for free, mailed to time. Reread the paid subscribers, and/or available on the newsarticle about how stand? If you have a gift shop in the downtown advertising works. area, and the regional magazine is mailed to In summary, it is subscribers all over the state, just how many an image builder. reach your target market? Is there a magazine continued..

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FORUM Workshop WORKSHOP Forum

Remember that restaurant it took us five years 9 9 to get around to trying? Thatʼs to be expected.

So how can you tell if an ad is effective? You • have to be patient and methodical. If you have S narrowed the field to targeted publications, set E an advertising budget, and had an effective ad P T designed, then place your ad in your first choice E for at least six months. Donʼt think a 10% off M coupon on a $200 item (or even a $20 item) is B going to make people flock to your store. Be reE R alistic. If you sell fast food, half-off and two-forone coupons are likely to create some traffic, if 2 0 people read that magazine or newspaper.

1 4 Coupons are effective for in expensive or frequently used items, like food or household cleaning products. Display advertising works best for retailers and service businesses that want to build name recognition and a cus-

tomer base. Feature a single item in your display ad, along with a memorable logo and a unique look designed to catch attention. The featured item might also have a “special price.”

Gauge the reaction to your ad by keeping track of how many featured items you sell before and after you run the ad. Content (copywriting) and design (artwork and layout) work together to make an ad effective. A professional can help here. Not everyone who works at an ad agency is highly skilled. Find someone who is, who has a track record; then spend part of your advertising budget to have an effective ad (or series of similar ads) designed. Use your “look” consistently to build name recognition and an image.

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FORUM Workshop WORKSHOP Forum

After a six-month period, place an ad in your 9 9 second choice publication for the same time period. When you find out which publication is • most effective, judging by the sales figures, S stick with it (or them). Be consistent until years E have passed and you have so much business P T you donʼt want to handle any more. Then run E an occasional ad so that old customers are reM minded of your existence. Invisibility implies B nonexistence. You should also build a mailing E R list. Every time you sell something, try to get a name and address. If you use sales contracts 2 0 or hand-written sales receipts, this is easy to 1 do. Another way to build a mailing list is to col4 lect business cards. Have a drawing, for example; put a fishbowl on your counter for cards and give away something small – an excellent idea for restaurants. Ednaʼs publishing company has a monthly business card drawing and

a trivia contest. Magazine readers answer questions based on ads and articles in her downtown magazine. Prizes are typically donated in exchange for free publicity in the magazine. Classy Ladyʼs Judy Harris uses her mailing list to announce the arrival of each seasonʼs inventory, and she has found her responses rate is higher from direct mail than any other form of advertising. But direct mail to a mailing list only reaches existing customers.

So donʼt limit yourself. Put a “guest register” and pen on your counter.

continued..

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FORUM Workshop WORKSHOP Forum

1 1 1 • S E P T E M B E R 2 0 1 4

How about television? the prices, the demographics (who listens, what It reaches everyone. they earn, where they shop), and try each staAre you selling to everytion that targets your market, one at a time. one? Mr Mac clothing store does. They have Check The Competition one of the largest inventories of menʼs suits in Pay attention to what the competition is doing the state, and stores with their advertising. Just as jewelry and shoe statewide. They want to stores tend to flock together in shopping malls, reach the “mass marso do their ads in newspapers and magazines. ket.” Mac uses television and newspaper al- Then there is Tiffanyʼs and its image equivalent most exclusively. They work for his business. in Salt Lake, O.C. Tanner. Those ads are on the backs of Playbills. Plan your advertising the Radio is similar to print. These days at least one same way you plan the location of your busiradio station exists for every taste. In most ness. Are you catering to people who will shop cities where thousands of people are captive around, or is your product so special that theyʼll audiences on freeways and highways every seek you out? Who are “they”? Put your advermorning and evening, radio allows you to target tising dollars in the medium that “they” read, your market. Treat it just like publications. Get watch, or listen to. continued..

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1 1 1 • S E P T E M B E R 2 0 1 4

You will be amazed at the quantity of data that advertising salespeople will give you. Take all that information, and your personal knowledge of who buys what you are trying to sell, and target your ads to those people.

Be patient, be consistent, donʼt hang on to one choice because you like the salesperson or even the radio station. After a trial period, look at your own numbers.

Don’t Look For Too Much Income Immediately

Too many people try to make a living from their businesses right away. They pay themselves the salary they made at their last jobs, or

some sum they think they are “worth,” and go broke. Again, your cost of doing business will be higher in the first few years. Youʼll have to buy more, pay cash for your supplies and inventory, and take home less. It will take a year or two before you build a line of credit. Even so, you should never get into more debt than you can afford to pay in your worst month. Some business owners talk their suppliers into letting them pay over time. This is only wise if you can make the payments. But if your credit customers are slow to pay you, or your sales donʼt meet your projections, how are you going to pay your suppliers?

continued..

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FORUM Workshop WORKSHOP Forum

1 1 1 • S E P T E M B E R 2 0 1 4

F O R U M

Consider your salary to be a “debt” the company must pay. Then pay yourself, like all debts, as much as the company can afford in a worst month, and pay your debt to yourself last.

When you start, your salary should be conservatively low, based on your income projections.

After your first year, you will know what your worst month really is. (In retail, itʼs usually January and March. In service, December.) Donʼt assume that next year sales will increase, so you can pay yourself more. Wait until sales so increase, in fact. Live as frugally as possible until the business can afford to pay you and your staff more. If reality exceeds your projections, give yourself a bonus on December 31st, after you have calculated your net profits

for the year. Since the IRS is going to tax you, as a sole proprietor or a partnership, on whatʼs left over anyway, this is the time to pay the business (capital) and pay yourself that bonus.

Take Time To Reassess

January 1st is a good time to look into the future, too. What is changing in your world? What will it cost you to buy updated equipment or the latest giftware inventory? Of course, income you have earned from sales all year long has bought new inventory and supplies. But what if times have changed dramatically, and you have to buy something that will enable you to continue to compete in the marketplace – like the phototypesetting machines that kept Midnight Oil Typesetting in business? continued in next issue ...

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This MonTh’s

Book Specials New Titles Just Arrived in our Warehouse ~ Limited Quantities

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Closeout of the Month SMALL BUSINESS LEGAL KIT AND DISK over 400 pages of practical legal info, forms and agreements for all size businesses. We bought closeout of these books (c) 1995, but still loaded with relevant info. Disk is 3.5 floppy, pages are slightly yellowed. Use just onE form and pay for the book 3x over! Published at 19.95. order no. 1-55850-701-9 $10.00 sPECiAL: Buy any other book on this page and take this one for $5.00! LiMiT 5 CoPiEs to single buyer.

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Trade MaGaZINeS Swap Meet This exciting monthly magazine connects flea market vendors with wholesalers across the United States who specialize in supplying merchandise and services to flea marketers and swap meeters.

It provides excellent resources for merchandise and each issue contains a bonus Directory of Flea Markets throughout the United States, listed by state order and includes full addresses, days of operation, and details of each market.

Order No. SM-S ...Swap Sample ...$7.50 Order No. SM-SUB ...Swap 1 Year ...$30.00 ADVERTISING SPACE AVAILABLE

Closeout News

The Leading Monthly Source for Closeouts and Surplus Merchandise!

A long-time leader in the closeout industry, this monthly newspaper brings you the BEST closeouts and overruns on the market. By using this powerful buying tool, every month, you will gain access to hundreds of new suppliers who offer the finest selection of closeout (below wholesale) merchandise available anywhere!

Find Apparel, HBA and Cosmetics, Electronics, Home and Houseware, Fragrances, Jewelry, Sporting Goods, Tools, Toys, Videos and DVDs, and more. For larger discounts, many dealers sell pallet truckloads that will make you even more profits.

Order No. CN1 - Closeout News - Sample Copy ...$10.00 Order No. CNS - Closeout News - 1 Yr (12 Issues) ...$60.00

Retailers Forum

Retailers Forum was established out of the need for product sources among small retail merchandisers. Each month, Forum’s advertising pages feature merchandise offerings from the country’s !eading wholesalers, manu“I Can Get facturers, and jobbers.

Don’t confuse this It For You Wholesale” magazine with some of the “opportunitytype” publications offering products that are outdated and way over-priced.

These are real rock-bottom wholesalers offering prices like Videos at $1.25 • Sunglasses at $3.00/dz • Rings at $0.25/ea.

Buy where the retailing giants buy! The advertisers are professionals in their fields, offering you variety, service, monthly specials, closeout specials, and the lowest prices available. Best of all, they will ship UPS no matter where in the United States your business is located. Minimum orders are as low as $50.00 with many wholesalers. Many advertisers offer further reduced rates for bulk buying at enormous savings to you.

Order No. RF-S - Sample Copy ...$7.50 Order No. RF-SUB-1 YR (12 issues) ...$30.00 ADVERTISING SPACE AVAIL ABLE

SoloMayoreo

Written in Spanish, this big monthly newspaper is the best thing to happen to Hispanic retailers! Sources abound for variety merchandise of all kinds to fill store shelves and flea market booths.

No. SOLO-S ...(Sample Copy) ...$7.50 No. SOLO-SUB..(12 Issues) ...$60.00 ADVERTISING SPACE AVAILABLE

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Trade Magazines

Monthly Newspaper for Hispanic Retailers

ORDER FORM ON PAGE 130

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BUSINESS DIRECTORIES Sales Rep Directory Increase your business and product sales by adding independent sales reps to your organization! It has never been easier to organize a sales force! This newly compiled guide, lists reps in ALL areas and territories. Names, addresses, phone and fax numbers so you can get started right away. Unlike other guides, it clearly outlines the products they handle! Over 150 pages! USA and Canada.

Order No. REP- Sales Rep Dir. $69.95

USA Trade Show Directory There are thousands of merchandise trade shows held every year that can hold the key to your business’ success. The Annual Trade Show Directory features complete listings of all major show throughout the United States and Canada. Listings are categorized by industry in an easy-tofollow date order. Listings also include organizers addresses, phone and fax numbers, websites, in addition to detailed descriptions of each show including attendance figures of both exhibitors and attendees.

One new connection or product is easily worth the small investment for this powerful directory, which is the most accurate on the market.

Industries Induded: • Amusement • Apparel • Beauty/Hair Care •Business • Computers • Electronics • Food • Gifts • Home Furnishings • Housewares Jewelry • Sporting Goods • Toys/Hobbies Order No. 6... Trade Shows $39.95

Toy Importers & Wholesalers This is the definitive guide for finding toy suppliers. Features over 156 pages of listings of both importers and manufacturers. Included are names, addresses, phone and fax numbers as well as company websites and e-mail addresses and descriptions of lines carried.

Order No. TOY - - $29.95

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Dollar Store Merchandise Guide

USA Closeout Directory

The most complete directory of wholesalers and manufacturers in the USA specializing in dollar store merchandise. Hundreds of companies are listed with complete contact information, including the type of products they sell. If you have a dollar store, or are planning to open one, this new directory is a must!

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Dollar Store Location Guide

Now, more than ever, it is essential for the success of your merchandising business to buy goods at the lowest prices possible.

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Order No. 4 - Closeout Directory - $29.95

Brand new, exclusive Directory of over 3,400 Independent Dollar Stores located across the US. We provide you with names, addresses and numbers in easy-use, zip-coded order. This long-awaited Directory is updated annually and represents the most comprehensive listing of independents available anywhere at ANY price! 451 Pages! Available in Book or CD Format Order No. 001 Dollar Store Locations (Book) $150.00 Order No. 001CD Dollar Store Locations (CD) $150.00 Order No. 001D Dollar Store Locations (Book & CD) $200.00

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Business Directories

d, How to Fin ker Sell and Bro Surplus and Liquidated Goods

Wholesale Sources Imagine Jam-packed a book with 1000’s putting 1000’s of of wholesale wholesalsources across ers at your the USA fingertips!

This is the most accurate and useful resource guide you’ll ever own and refer to daily!

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Hidden Wealth With this authoritive Directory, you will learn to turn pennies into dollars and get goods dirt cheap ...even free! Written by a retired liquidator, the author shares his well protected secrets and workings of this extremely profitable industry.

Learn why those in the business have kept it confidential. You can now have a piece of it.

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Order No. 1-88422-24-2 Hidden Wealth $39.95

Auction Directory This is THE definitive guide to auctions! It not only tells you WHERE all the auctions are (all 50 states) but also HOW to participate in the auction process. Cash in on all government auctions, housing auctions, jewelry, cars, boats and more. Up-to-date information gives you names, addresses and phone numbers! And, unlike other auction websites or programs that require you to purchase updates or subscribe to monthly or weekly pay-per-listing services, once you have this book - You need to buy nothing else! It’s an incredible book you can use minutes after you receive it. Change your life today. Buy a home, car, or indulge in jewelry.

Order No. AUC- Auction Directory - $39.95

Jewelry Wholesalers & Manufacturers This exquisite directory will bring the world’s finest jewelers directly to you! Featuring fine jewelry of all types including: • Beads • Diamonds • Gemstones • Gold • Silver • Much More! The suppliers list their names, addresses, websites and specialties.

All feature high-end quality jewelry that is sold wholesale for resale. You would have to travel the world over to view the thousands of suppliers listed in this brand new directory. If you are in the jewelry business and looking for new, high quality suppliers, you must order this directory!

Order No. FJ $29.95

Holiday Merchandise Wholesalers & Manufacturers

Hobby & Craft Suppliers Guide The crafts industry is one of the hottest-growing segments in the marketplace today. Scrap-booking, painting, needle-crafts and sewing are hobbies that are sweeping the nation. We have compiled the ultimate directory of wholesale suppliers furnishing materials for this huge industry.

• Art Materials • Baskets • Beads/ Trim • Ceramics • Dolls • Fabrics • Floral • Holiday • Paint • More!

Order No. AC $29.95

Business Directories

Introducing our newest directory that puts the country’s largest suppliers of holiday merchandise at your fingertips. Seasonal merchandise is a mainstay of the industry, but up until now it was hard to locate the thousands of suppliers scattered across the country. We have ended your searching with one directory which includes all types of wholesale merchandise: • Bows • Candles • Cards • Costumes • More Order No. HM $29.95

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1 1 1 • S E P T E M B E R 2 0 1 4

Wholesale Gift Guide

USA Mail Order Catalogs

A Great resource to locate higher end decorative merchandise. This gigantic 400 page guide is the definitive resource guide to finding suppliers for gift products. Listed by category, over 4,000 leading wholesalers and manufacturers servicing the gift industry are included.

• Accessories • Collectibles • Floral • Gifts • Home/House You’ll refer to this on a daily basis to find new suppliers for products.

Order No. GG Gift Guide $39.95

Annual Guide to the Licensing World Here is an incredible Directory that guides you through the world of Licensed product merchandising. Need to know who owns a license? Who to contact to distribute a licensed product? This book has all the answers and covers the entire world!

Licensors: Listing of companies that are the agents and license holders. These are the sources that you would apply to if you wish to obtain a license to manufacture merchandise. Licensees listed here you will find the companies who distribute licensed merchandise. Full listings include categories of merchandise each company handles. Contact these companies to buy the licensed merchandise that they have manufactured. The licensed merchandising industry moves billions of dollars of products every year and is one of the fastest growing segments of retailing.

Order No. 321 $200.00

ABC Event Directory F O R U M

New for this year is a compilation of BOTH consumer mail order catalogs in addition to business-to-business catalogs in one huge volume! Part one of this incredible collection of mail order catalogs provides the most comprehensive look at the consumer catalog in the industry available anywhere.

Over 7,000 consumer catalog companies are listed under 44 various product chapters from Animals to Toys and Games.

Catalog size, number of catalogs mailed, sales volume and key executive names are provided for ease in marketing your products to these catalogs.

The second part of this directory provides details on suppliers of everything from computers to laboratory supplies; office products to office design; marketing resources to safety equipment. Just about every kind of product or service that a business needs to operate is covered.

Order No. 159237-156-6 1,900 pages $350.00

BUCKS FOR BLING

Accessories Sourcing Directory

The comprehensive directory provides you with direct sources for the designing and manufacturing of bags, belts, hats, shoes, gloves. You will find the top companies to help you produce your merchandise directly at their factories.

Order No. 121 $150.00

Sourcing For Jewelry Makers Directory Up-to-date and easy-to-use directory solving your jewelry materials sourcing, production and contracting needs.

If you are considering your own line of jewelry items this is a must-have in locating materials and factories to produce it.

Order No: 122 $100.00

Over 1000 events listed nationally. This book shows fees, attendance and requirements to exhibit at crafts fairs and events. Guide lists events that run through the entire year. Since the discontinuation of “Special Events” this is THE definitive guide to arts and events festivals and fairs.

Order No. ABC $24.95

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Business Directories

APPAREL BUSINESS DIRECTORIES Fabrics, Services, Trims A complete and updated guide listing over 2,600 nationwide suppliers of all types of domestic and imported fabrics, trims and notions, plus forecast services, swatch design studios and more for the apparel and design industries. Listings include sales manager’s name, price points, minimums, etc. Fabric and trim manufacturers, converters, jobbers and reps are listed. This sourcebook provides you with MATERIALS and sources to make your own goods.

Order No. 0971486735 $135.00

Directory of Brand Name Apparel Manufacturers Updated and easy-to-use directory listing brand-name label manufacturers and importers in the women’s, men’s, children’s and accessory markets. Developed and targeted for store and catalog buyers to shop the apparel and accessory markets easily, there are over 2,800 brand name labels listed, broken down by types of apparel classifications. If you are looking for the SOURCES for brand name goods, this directory is for you.

Order No. 0971486751 $135.00

Apparel Contractors (USA Edition) This up-to-date directory solves your production sourcing and contracting needs in the Americas. The sourcebook includes: sewing, cut-n-sew, and finishing contractors and apparel production services from within the U.S., Canada and South and Central America. All factories are sorted by clothing classification and by U.S. state or by country.

This directory will help you put your own designs into production.

Order No. 0971486743 $125.00

RN & WPL Encyclopedia A comprehensive listing of every Registered Number and Wool Product Label ever issued by the Federal Trade Commission to identify all sorts of goods imported, manufactured and/ or sold in the U.S. Over 126,500 records including contact information for more than 31,500 manufacturers, importers and wholesalers of apparel and textile goods. Listings include where available: RN or WPL number, contact names & titles, street addresses, phone & fax numbers, website & e-mail addresses, type of business and product information.

Order No. RN8. Directory $285 Order No. RN8C Directory/CD Combo $475

Apparel Contractors (ASIAN Edition) This up-to-date directory lists apparel and accessory manufacturers, exporters and contractors from countries throughout Asia and the Middle East. All types of woven and knit garments listed and sorted by country, product type, and by brand-name labels they manufacture and export. Factory listings include company info, annual sales, lead times, production capabilities, product types, etc. This directory is a SOURCE GUIDE to find factories to manufacture YOUR own apparel and accessories.

Order No.FI 103 $ 150.00

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Apparel Business Directories

Buy Direct From HonG KonG! Why pay more when you can buy directly from the source! These Directories are Importers Guides that will show you, in full color, who the sources are, what products they sell and how to collect them. Discover the tremendous profits you can make by eliminating the middleman and buying directly from Hong Kong manufacturers who will sell to you at factory prices—and increase your bottom line! Importing is easy! There are no expensive courses needed, no association or clubs to join, no hidden costs. Once you receive your Directory you’re ready to start buying directly. All you need to do is mail or fax your catalog and price list request.

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• Belts • Hats • Gloves • Shoes • Handbags • Suitcases • Briefcases • Sportbags • Cosmetic bags • Wallets Order No. 109... $29.95

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Packaging

This directory is a resource guide of all types of boxes for watches, jewelry, glasses, toys, pen sets and more. Also includes shopping and custom made displays and boxes.

Order No. 121...$29.95

Fabrics & Accessories

• Piece Goods • Textiles • Haberdashery • Design/Styling • Equipment • Packaging/Labeling.

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Leading Trade Directories Now Available to American Retailers

Apparel

•Designer Labels/ collections Coordinates • Suits • Jackets • Silkwear • Casual Wear • Furs • Leathers • Embroideries Order No. 117...$29.95

Watches & Clocks • Mechanical Watches • Children’s • Electronic • Quartz • Clocks • Premium • Watchbands Order No. 108...$29.95

Optical

• Spectacles • Sunglasses • Goggles • Lenses • Mountings • Accessories • Optometric Instruments • Glass Cases • Holders Order No. 116...$29.95

Electronic Components & Parts

Features manufacturers of circuit boards, computer components, micro chips, switches, keypads, transformers, sensors, wiring, semi conductors, all types of parts used in the making of electronic equipment.

Order No.120...$29.95

Toys

B/O toys, diecast metal, educational, puzzles, plastic toys, wooden toys, board games, ride-on toys, dolls, electronic, models, stuffed dolls, inflatables, and remote control.

Order No. 114...$29.95

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Gifts, Premiums & Stationery • Consumer Electronics • Watches • Clocks • Toys • Games • Travel Goods • Handbags • Sporting Goods • Stationery • Gifts • Novelties Order No. 112...$29.95

Jewelry

• Diamond •Gold •Platinum • Pearls • Antique • Jade • Silverware • Gemstones • Precious Stones • Objects d'art • Designer Collections Order No. 111...$29.95

Footwear

• Casual Shoes • Dress Shoes • Work Boots • Sneakers • Fabric Shoes • Sandals • Mens • Womens • Kids Order No. 169...$29.95 Avg. 160 Pages

Electronics

• Computers • Appliances • Watches • Toys • Games • TV's • Fax Machines •Radios • Karaoke • CD Players • Consumer Electronics Order No. 115...$$29.95

Overseas & International

LEGAL DEPARTMENT Protect Yourself From Business Lawsuits

How To Save Money on Legal Fees

This groundbreaking book offers novela and inexpensive advice on how companies and their employees can use commonsense business tactics to avoid potentially devastating litigation. Learn to avoid the 8 major mistakes that often result in litigation. This book is a must for everyone—from the CEO to the average employee seeking to protect their career.

Order No. 0-68485267-5 223 pages (Hdcvr) $23.95

A poorly chosen lawyer can be the start of an expensive disaster. This book gives you information on: finding the right lawyer, how to save money, saving your lawyer’s time, making use of free and low-cost legal services, bartering to your advantage, keeping accurate records, and understanding lawyers and the legal system.

Order No. 2598 240 pages $12.95

Incorporate Yourself Incorporating your business is simple and can be done without an attorney…saving you hundreds of dollars. This valuable guide is written to de-mystify the mind boggling details and clarifies all strategies involved in your success and the success of your business.

Order No. 176 Hdcvr $24.95

“A blockbuster book that tells you almost more than you ought to know”

The Partnership Book

The best way going into business with a friend is to have a solid partnership agreement. This book shows how to write an agreement covering evaluation of partner assets, disputes, buy-outs, expansion, and death of a partner. Problems of getting started and partnership taxation laws are examined.

Order No. 0-87337-141-0 $39.95

How to Protect Your Business From Fraud, Scams & Crime 1-800-635-7654

1 1 1 • S E P T E M B E R 2 0 1 4

The Law (in Plain English) for Small Businesses This latest edition provides access to the most current legal information to keep track of new legal developments and to efficiently handle any legal issues. This book covers the legal basics as well as the complexities of business law today including: licensing, advertising, trademarks and copyrights, expanding markets, business organization, and more.

Order No. -880559-95-1 245 pages $19.95

Handbook of Successful Franchising Franchising is the best opportunity for new entrepreneurs. Compare on the basis of what you get for your money-training, marketing, start-up costs, long term support, legal rights, financial responsibilities, and marketing evaluation. Company track records, history, units operating, and locations. Includes list of Government funding assistance programs and every business area from food outlets to computer/electronic, to employment agencies.

Order No. 30 520 pages $39.95 This guide protects your business from internal or external fraud, scams and crime. Drawing from the Better Business Bureau, government and law enforcement agencies, the book offers practical, proven guidelines for recognizing the scams, defending your business, and seeking legal recourse if you are victimized! Covers: Office Supply Scheme, Phony Invoice Schemes, Bankruptcy Fraud, Coupon Theft, and Mailorder and Multi-Level.

Order No. 82 204 pages $11.95

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F O R U M

FORUM PUBLISHING CO. 383 E. Main St. Centerport, N.Y. 11721 T: 631-754-5000 F: 631-754-0630 E: ForumPublishing@aol.com

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You’ll save time ordering by phone instead of mail. Speak with our knowledgeable salespeople who will assist you in placing your credit card order. If you have questions about our products, call Customer Service: (631)754-5000 Mon-Fri 10am-5pm EST.

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Books and Cassette programs are sold as information only and are guaranteed as represented in this catalog. All items in this catalog are sold on a non-refundable basis.

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