Opening a new candy shop, and could use advice
Posted in:
Tech Help, Tips, Tricks, Techniques
Meg;
You asked for advice.... Ok. Here's my weigh-in:
What market research have you done to ensure you aren't wasting money? Have you conducted any surveys?
You are banking the success of your business on the reputations of small "Mom and Pop" chocolatiers. If they had great reputations they wouldn't be that small, and certainly wouldn't need you to resell their confections for them. I understand thatyou are building YOUR brand around the attraction of offering a collection of confections by chocolatiers who your customers may not have access to in the first place. HOWEVER, who's to say that their products are what your customers want? Have you ever asked them?
One of the biggest failings I have researched and seen in this industry, is that NOBODY ever asks the consumers what they want! Everybody gets caught up in the emotion and appeal of owning a chocolate shop, and forgets that they are in business to make money! Chocolatiers become slaves to their business, and fail all the time because they throw out the rule book citing the fundamentals of operating a successful business.
There is a chocolatier here in Calgary who is trying exactly what you are suggesting: bringing in bars from artisans all over the world. His business is in a marquee spot in the middle of the business district of one of the richest cities in the world,it is attractively decorated,and guess what - he is failing. While HE is familiar with the brands, and I as a chocolatier am familiar with the brands, the average customer looking for a quick chocolate fix IS NOT.
Here is another great example: When I first started my business, I had a master chocolatier tell me that I MUST offer exotic truffle centers - centers such as ice wine, and grande marnier. In HIS world, they were the big sellers. Yuhuh.... His world no longer exists. He is out of business and I have sold almost half a million truffles inthe past 4 years. I tried a couple of exotic flavours and while they tasted fabulous, hardly anybody wanted them. Why... Well, it is because chocolate confections to most people are comfort foods. People for the most partpick out of habit - usually products they grew up with. I would strongly think twice when considering cool or funky flavours. You will most end up throwing them out.
You asked for advice. My advice is to spend a LOT of time doing objective research. Find out what your customers want, through several channels (not just you). I think you will be very surprised at the results of your research. If you do this, I am pretty sure you will save yourself thousands and thousands of dollars.
Brad