| Business owners are the summary of the societies | | | | Starbucks. |
| they serve. | | | | The question for the business owner is not "how do |
| Although often known as community leaders and | | | | I get into the luxury market. Ask rather, "how do I |
| free thinkers, savvy business leaders know that | | | | help old and new customers to feel like they are |
| what the crowds are thinking, feeling, and wanting | | | | treated like royalty when they do business with me"? |
| creates opportunities for future business. Business | | | | 1. Do you offer your customers free upgrades when |
| trends "tealeaf reading" can be helpful in looking for | | | | what they want is not in stock? |
| successful business strategies in 2010. | | | | 2. If they are a few pennies (or dollars) short do you |
| The Current Mood | | | | act as though they are so important and respected |
| Skimping and saving and "making due" are getting | | | | that, you toss your hand in the air and say, "not a |
| boring to the American public. | | | | problem!" |
| When a society has been marinated in privilege and | | | | 3. If they are responsible for dropping their purchase |
| choice, a year or 18 months of cash flow limits is | | | | in the parking lot and you know it, are you still willing |
| quite enough. | | | | to set them up with a new product? |
| However, the emotional need does not reflect the | | | | 4. What environment do you provide for your |
| economic reality. Shoppers in 2010 will be well | | | | "guests"? Is it trendy, savvy, or relaxing? Clearly if |
| informed, research savvy, and ready to shop for a | | | | you sell antique furniture, you may not want trendy, |
| bargain. All things being equal, the deciding factor for | | | | but what could you do to help your guests feel like |
| many shoppers may be the "feeling" that | | | | "this IS the place" where they want to part with |
| accompanies the hunt. | | | | their dollar? |
| A Luxurious Cup of Java? | | | | 5. Do you cater to the hours of your customers or |
| Look at Starbucks. The lines are long, young and old | | | | expect them to take time off from the job they are |
| cued together with the classy and the ordinary. The | | | | happy to have, just to buy from you? |
| middle working class from the nearby office towers, | | | | 6. Do you provide extra services? |
| and CEO's alike, share lattes with no foam and | | | | The Produce Market That Says WOW |
| hazelnut flavoring. They may joke at the price they | | | | Just a few blocks from where I live, is a produce |
| spend for their fix, but they will likely return this | | | | market. They sell a bit of bread and deli meats, but |
| afternoon for latte #2. | | | | mostly produce; FRESH, CHEAP, NO SPRAY, CLEAN, |
| Starbucks opened their first store in 1971. As the | | | | SPOTLESS produce. The store is a run down little |
| chain grew and matured, they found an unusual niche. | | | | dent in the wall, and the videos they play while you |
| Not the niche for those who loved coffee, they | | | | shop are from the disco music of the seventies and |
| found a niche of people who wanted to feel | | | | Russian opera. Mary, the main cashier wears hats. |
| 'gourmet" at a price they could afford. People feel | | | | Wild, crazy, abominable hats. And the lines are eternal. |
| good about going to Starbucks. Face it. It is the | | | | You wait 30 minutes on a good day to get out of |
| emotional attachment to the self-perception, and of | | | | that store. |
| course, the savvy business minds that provided the | | | | Why does this middle class and upper middle class |
| environment and standards of excellence in the staff | | | | neighborhood flock to Mary? She knows you, throws |
| to keep the dream alive. | | | | in free produce, makes you try new things, tells you |
| Sure, people who like coffee go to Starbucks. But as | | | | to pay the remainder next time, sings, encourages |
| small business owner who leases office space at no | | | | the line to sing, and cheers people through by name. |
| charge (except for my coffee!) from the | | | | The style is discount, the manner is luxury. |
| aforementioned, I have witnessed plenty of people | | | | Your business can cash in on the desire of North |
| who drink juice, tea and even warm milk at | | | | American's to feel special once again. |