1. Your Biz-Nas You are opening a sole proprietorship or LLC
Most businesses are sole proprietorships
Risk involved but you have total control
Partnership
2 minds are better than 1.
You are responsible for the others actions
Report income on your own personal taxes
LLC (Limited Liability Corp)
Less Risky
If you die, business is over

2. SLO Alert Prestige pricing – Charge high because you can!
Penetration pricing – Low because it is a tough market or you are new
Competitive Pricing – Charge what the competition does
Price skimming – High at first then lower as competition comes in

3. VISUAL MERCHANDISING

4. KNOW THIS!!!
4 key elements of visual design
Storefront
Store layout
Store interior
Interior displays

5. Storefront (Exterior)
Sign, marquee, banner, awning, window, exterior design, landscaping, ambiance.
What can you do to stand out?

6. KNOW THIS!!! Marquee – Architectural Canopy over the store’s entrance.
Entrance – At least two doors. Two entrances for bigger stores (1 coming from street and 1 coming from parking lot.)

7. Using Color

8. Complimentary colors are opposite on the color wheel
Create high contrast
Warm colors = Festive Mood. Works well with sale items
Cool colors = Calm/refined and are associated with higher priced merchandise
Black/White/Grey = classy

9. Shape
The overall shape of the display.
Is it balanced, are there gaps?
(see next slide)
Direction
A good display directs the viewers
eye from one section to the next!
Focal Point
What the viewer see’s first.

10. Asymmetrical Balance Example

14. Symmetrical Balance Example

15. How can you use VM in making your store front?
Landscaping
Marquee
Window
Lighting/Props
Entrance to store

16. Things to Consider for Your Displays
Texture
Interactivity
Lighting
2-5 times stronger than store lighting
Use color for dramatic effect
Beware of shadows in dressing rooms and light that is overbearing

17. Music
Type (Muzak vs Radio)
Balance
Formal and Informal
Motion and Animation is becoming huge!

18. SLO ALERT:KNOW THIS!!!
Types of Displays
Store Decorations
Open Displays
Closed Displays
Architectural Displays
POP Displays (impulse purchases!)

19. SLO ALERT:KNOW THIS!!!
Types of Displays
Storage
Personnel
Selling
Customer

20. Architectural Display

21. Store Decorations

22. Point of Purchase Display

30. Repurpose Items!

31. Make Them Do A Double Take!

32. Human Elements

49. It’s Your Turn!
Step 1
Create a graphic representation of your final store front.

50. Let’s Step Inside!

51. KNOW THIS!!! Interior Space For VM Selling Space Storage Space
Personnel Space
Customer Space

52. MUSIC
MUZAK, Radio, or Nothing?
Advantages/Disadvantages of Each?

53. 1. Decide on a product/service idea to present on Devil Tank day.
THREE THINGS BEFORE WE START
1. Decide on a product/service idea to present on Devil Tank day.
2. Research design ideas and discuss what you will use as your visual. Provide a picture(s)Turn in to Aspen.
3. Fill out the Shark Tank sheet for your product. Turn in to Aspen.
Be sure to discuss visuals and presentation style.

54. Start by asking yourself the following questions:
Question to Ask Yourself About Your Main Display
Evoke an emotional connection to your brand. Creating an impactful experience starts with an honest assessment of your company and your brand.
Start by asking yourself the following questions:
What does your brand (or company) stand for? What is the brand message?

55. Are there required elements that need to be worked in for your brand
Are there required elements that need to be worked in for your brand? Does your brand have established logos or service marks that need to be represented?
What is the environment that best suits your brand message? Ultra modern? Traditional? Rustic?
What action would you like every visitor to take? Share on social networks? Make a purchase? Join a mailing list? This ties into the purpose that we established when planning the pop-up.

56. Describe your customer. Who are they. Who do they want to be
Describe your customer. Who are they? Who do they want to be? What are the barriers between these two states that your brand or company helps remove?

57. Don’t Have a Theme, Have a Story
For example: 
Instead of "Christmas", think "Nut Cracker"
Instead of "Halloween", think "Sleepy Hallow"
Instead of "Valentine", think "Cupid's Mischievousness" 
Instead of "Thanksgiving," think "Dressing Up a Turkey"

58. How Do I Set Up a (Window) Display?
Typically you'll want to place larger, darker items near the bottom, with items that are lighter and more colorful at the top.
This will help you avoid having your display look top heavy.
Be aware of lighting color and shadows.
Asymmetrical or Symmetrical?

59. Keep your display clutter-free.
Be able to justify why each component of your display is included.

60. Create a focal point

61. Create a path around your store
Slow customers down with speed bumps (displays that break up the path)
Make sure they are comfortable
Seating, aisle width, music, temperature, colors.
A small tip to keep in mind is to keep the seats or benches facing the merchandise, so that they're still top of mind for those lounging around in your store.  
Make sure they are informed
Appropriate signage

62. Are You on The Right Path?
Most stores use a circular path to the right to get customers to walk through to the back of the store and come to the front again.
Some will make it even easier by covering the path with a different texture or look from the general flooring, paying homage to the old saying "where the eyes go, the feet will follow.“

63. Another thing to keep in mind is that you want to use the path to lead your customers somewhere, which often means putting a eye-catching and attention-grabbing display at the end of an aisle.

64. It’s not likely that you'll have "aisles" per say in your store, it's still important to think about grouping products in a way that makes it easy to see what goes well together from a shopper's perspective.
Also, remembering to keep "higher-demand" products displayed at eye-level is important while placing lower grossing products at the bottom or higher-up.

65. Lastly, It's recommended to change up these speed bumps weekly or regularly enough to create a continued sense of novelty for repeat visitors. 

66. Butt Brush Effect: a typical customer, especially women, will avoid going after merchandise in an aisle where they could potentially brush another customer's backside or have their backside brushed. This holds true even if the customer is very interested in a given product.

67. Where do I place my checkout?
A good rule of thumb to remember is that the checkout should be located at a natural stopping point in the shopping experience or path that you've purposefully created and designed.

68. Place your counter at a natural stopping point
Place your counter at a natural stopping point. If customers go right and around your store, have it at the left front.
If aisles are split b/w men and women apparel, have it in the center.
You'll also want to keep in mind that if you're a one-person show or don't have staff wondering the store, it'll be important to be able to keep an eye and see everything from where you'll be set-up from a loss-prevention perspective.