indie bookstore entrepreneur

IDEAS, INSPIRATION, BEST PRACTICES

winter 2015

In this Issue

Increase ProfitabilityPromoting "Real" Gifts

Frontlist BuyingPower of Words

Store Design TipsFabulous Finds

Training for new

bookstore owners & managers

Owning a Bookstore,

A Workshop Retreat

April 13-17, 2015

Learn. Plan. Do.

Here's to even better

business in 2015!

You've just finished the busiestseason of the retail year, andchances are can use sometime to refresh and renew.That break may be the mostimportant gift you can give yourself ... and your business.

If one of your goals this year is toincrease profitability, meetJohn Gaylord, the newestaddition to the Paz & Associatesteam. He offers four decades ofretail experience within the bookindustry, including time spentrunning the family's bookstores.From an early age, John's beeninvolved in bookstores ... all sizes

and in all stages.

John's passion is in coordinating accounting,computerized inventory, and buying efforts. He hasdeveloped proven systems that make stores moreprofitable, stable, and sustainable. John will becontributing training segments to indie bookstoreentrepreneur and is available to help you identifyopportunities to improve in your bookstore.

retool. refresh, refine.

See you at the

American BooksellersAssociation's

Winter Institute!

Register for Paz WORKSHOP:Introduction to Retail

Bookselling

Schedule time with us atthe CONSULTATION STATION

Improve displays now

BookstoreMerchandising

Made Easy30 minute training video

You and your staff will learn

professional merchandisingskills that will enhance thecustomer's experience:

Identify the most valuableretail real estate throughoutthe store where you alreadyhave your customers'attention

Create displays that sell

Promoting "Real" Gifts

Mindful business development

Let's capture the gift-givingmarket not only during theholidays ... but all yearlong.

No matter your age, there'sjust something very special about someone offeringyou a personally selected, beautifully wrapped gift. Every day there's a birthday or anniversary tocelebrate, a new baby to welcome, friends to thank ...not to mention Valentine's Day and other "just-because" gift-giving occasions. How are youpromoting gifts every day throughout the store?

Watch how "real" gifts were brilliantly promoted in thisvideo ...

Every day is a special celebration

for someone.Market gift-giving all year long.

Frontlist buying in 2 hours a month?

Make sections come aliveShare your love of books

with shelf-talkers and thepersonal touch

This 30 minute video canbe shown during a staffmeeting or used whentraining each new hire.

Working smarter

John Gaylord hasjoined the Paz teamto push the envelope.To make us rethinkthings. To help usstreamline essentialtasks so there's moretime for the fun stuff.

While we maintain relationships with publishersfor many good reasons, we also know our timeis precious. It's easy to get overwhelmed withcatalogs, yet the fear is that we may missimportant new books.

That's where the beauty and wisdom of Abovethe Treeline comes in... and you gain peace ofmind.

Time It right. Begin the process about 35 daysprior to the release month (January 25 forbuying March). Most of us using Above theTreeline will have already contributed our datafor our store's key publishers (both large andsmall, national and regional).

Grab the Top 600 Titles. Using Above theTreeline, create a report entitled "Market NotYet Released" for 600 titles (the maximumallowed) across all subject categories. You'll getthe most important titles of all participatingbookstores across the country. Export thereport to Excel so you can sort, analyze, andselect titles. When you cut and paste the ISBNsinto Edelweiss, you can direct titles to the largerpublishers then place the rest of your titles froma variety of publishers on a wholesalerPurchase Order.You have supplemented your own direct orderswith the best of the rest!

Careful on quantities. Remember the wisdomof just-in-time: if you're ordering daily fromwholesalers, order multiples just for the booksyou love and can't wait to promote, display, andhandsell.... and order single copies oneverything else.

The time you save will allow you to work on allthose worthy projects that keep getting bumpedbecause you're busy buying frontlist.

John can be your coach on bookstoreproductivity and profitability. Call Paz &Associates at 904.277.2664.

Utilize collective indie wisdom.

The Power of Words

Promoting customer interaction Do you have a space in the store wherecustomers can share their thoughts, feelings, orideas with one another?

At GottaHaveIt, an indiegift store in the Avondaleneighborhood ofJacksonville, Florida,owner Iva Keyworth wasinspired by a "Before I Die"public chalkboard in NewOrleans and created herown version on herstorefront window usingPost-It notes. What beganas a tribute to her father's98th birthday has becomean annual tradition for hercustomers.

Everyone loves stopping to read what othershave contributed.

We're in the business of words andthoughts, so why not offer opportunities toshare, inspire, entertain, and enrich theexperience of going to the bookstore?

Invite people to fill in the blank:

Make Your Dream Come True Day (Jan. 13)"I Dream of ..."

Valentine's Day"I Love ..."

Lawn & Garden Month (April)"My garden gives me ..."

For a full year of ideas, including unique (andsome bizarre) holidays, visit Holiday Insights.

Start the conversation.Let our words connect us.

Color splashes say "Look here!"

Store design tips

In a retail store, we want to break through thesea of product to anchor the customer's eye instrategic places ... like nooks and corners andkey displays.

Areas tucked into a

corner of the bookstorecan easily becomehome to slow-movingsections that especiallyneed our help.

Pull the customer intothe section with acolorful rug and artworkabove cases. Noticethe bright red chair --it's a strong visual cue

as well. All elements work together to make thispart of the store come alive.

Graphics and patterns

can also be used toattract the eye.

There is a lot going onin the children'sdepartment at Mitzi'sBooks in Rapid City, SD... a mural, mobile, arearug. Things can gettricky when you'reworking on so manydifferent levels. But it

works here because 1) the color tones areconsistent and 2) the wooden floor breaks thestrong patterns found elsewhere.

Brighten your world.Use color is a tool.

Fabulous Finds

indie vendors

Anemone Letterpress - Quality Paper & Design

Carrie Howe Hersomcombines her love of art anddesign by producingbeautiful letterpress cards ather California-basedcompany.

You'll find cards for alloccasions at AnemoneLetterpress. Displaythem together for aunified and impressivepresentation.

Your paper-loving customers will enjoy holding(buying and sharing) the colorful and elegantlydesigned cards.

Two Trick Pony - "Smart green paper goods"Add some retro fun to yourselection with cards madeby Two Trick Pony, thecreation of Laurie Johnstonand Carrie Holmes (whomet while working at apaper retailer in Boston).Read their "Pony Tale" andyou'll discover somekindred spirits ... how

wonderful to know that other small businessowners believe in socially responsible behavior!In addition to fun cards, you'll find boxed notes,vegan "stuff", postcards, invitations and more.

View their wholesalecatalog and learn how tojoin their stable ofretailers.

Sipping Dreams -"Chocolate Makes PeopleHappy"

Marna Reinhard is into herthird decade as aprofessional chocolatierand purchased SippingDreams to build upon her

relentless passion.

Her European-style drinking chocolate is decadentand sitting with a cup is a reminder of all that isgood in the world. It's rich and thick and purechocolatey goodness.

Purchase packages and even sellwarmed chocolate to customers in thestore. Contact Marna through her sitefor wholesale details.

Schedule a tasting event when youbring the line in ... and you'll instantlystart a passionate word-of-mouthmarketing campaign.

Be the destination for unique items.Support indie vendors.

Pass it on!

This free newsletter is available to anybookseller, bookstore vendor, orprospective bookstore owner ... passalong the links!

Enter your email address at top rightcorner of our website to receive thisfree newsletter.

Newsletter archives.

What's on your mind as

we begin a new year ofbusiness?

From wanting a deeperunderstanding ofmanagement practices toupgrading the look of thestore, improving profitsand establishing smartroutines to beginning to think about selling thestore and retiring, booksellers count on usknowing we are devoted to supporting strongand stable, creative and vibrant indiebookstores.

Your first 20 minute consultation is free, so giveus a call at 904.277.2664. We'd love to workwith you!

Warm regards,

Mark & Donna Paz KaufmanThe Bookstore Training Group of Paz & Associates

For YourStore'sFuture

Success

Fiscal PhysicalHow can you improve productivity and profitability?John Gaylord, the Paz expert on operations and fiscalmatters, will provide you with detailed feedback on whatchanges will improve cash flow, increase your bottom line,and create a sustainable bookstore business.Side benefits: reduced stress & greater confidence!

Special package price of $595is now available

Contact Donna at dpaz@pazbookbiz.com.

https://www.robly.com/