BB - The Terrace Standard, Wednesday, October 25, 1995 Using low cost market research tools effectively | : “We listen,” says Brad --McCrorie of Gerts Ltd. Deli “Plus. “When a customer asks "for something special, we try “it on our regular menu, too: If wit works, great. If it doesn’t, - “we've leamed something.” : When McCrorie adds deep “fried catfish or - ‘strawberry - ~soup with bourbon to that. = week’s menu. board, he’s “doing exactly what. Eileen «Fisher, Associate Marketing, recommends. “One of the least costly and. incredibly effective ways of | finding out ‘what your ; customers want is to try a » prototype,” she says. It’s one roway a small business owner . can explore’ new ideas at a price that doesn’t blow apart the budget. : He’s also typical of many : “small business owners in | “another way, adds Fisher. “Most keep in very: close. ‘touch with their customers. “They listen and they learn ‘very effectively. They. just’ ~don’t realize “conducting valuable. market “esearch.” " Do-it-yourself market research -. “ Market research simply 1 1 o] i] 4 a 1 U ee “means finding out who your “customers are, | how: much °: “money they have to spend and ~whether they’re likely to. “spend it on what you have to “Offer. ‘ The reasons for doing ~matket research are to reduce «business .tisks,.spot potential .probléms; identify ~sates ~~ abit thn tobe oor opportunities and get “facts. To Mike Frenette, engine repair depot. ~ son works summers.” machinery. F zth ee ee a aT Boutique. accessories. SEPLEL TRI Tace FRG ABT TUF Las SRG also a “people person”, York: University’s: — Professor of. ‘they. are:. Mechanics come naturally to owner-operator Mike, who says he’s always tinkered with “Ive been doing mechanical work for about 12 years now,” he says, MAF Ventures came about when Mike settled in the Keith Avenue ‘a shop| in 1993. For two years now, Mike has repaired and tuned small engines of all types for both residential and commercial customers. That includes industrial small engines, lawn and garden equipment, and power tools. “We specialize in power saws,” he says. “We do a lot of commercial work, But we basically work on all small engines.” MRF Ventures is now also v also the author! authorized service centre for Makita power tools. ~ MRF V. Ventures 5025 Kelth Avenue You'll tind friendly folks like the ones | \~ here. Left to right, first meet Angie St. Pierre-Bonser. Angie, known as the | “Towel Queen” for her folding skills, is also the store’s duvet and linen expert. Next comes Fiona Earl, a 16-year- old student with a special liking for the store's scented candles and funky room Then there’s. manager Leathem. Leslie says the best part of her job is her customers. “Most of them are happy, and they give you good ideas on what to bring in.” Finaily, Arlene Spalding is the Bath Boutique’s "Jack-of-All-Trades”. Leslie says Arlene is that will help you make better decisions. What are the options for the small business owner: with more ideas than cash? As well -as trying prototypes, Fisher is high on watching” your customers use your current . offering. “Ask. yourself. what.. would make my Product or service “more useful” appealing,” she © Says. your sales distribution network as an important information source. That means: more than just finding out what customers are buying. “Ask them to‘find out when and why and what they don’t like, too. Use the information to plan your next move.” ‘If possible, talk to your customers and clients - yourself. “Ask them what they. think they need, but don’t expect them to come up with ideas for new products. That’ Ss. your job.” Good, -ald-fashioned - comparison shopping is another. important. tool. “Compare and contrast what your competitors are offering. Analyze, evaluate, identify the gaps, What aren’t they doing ‘that you could do?” Experts also recommend “networking, joining groups like the Chamber of Commerce, talking to people in similar businesses’ and - supporting community events. Another -useful; : lowseost=: technique is tracking trends. - Making Business / A Family. Affa small business is a family affair. “We're {5 if basically just a ma-and-pa fas? operation,” he says of his busy “My wife ks does the books, my father-in-law ee Ze runs parts, and my 1 2-year-old Fg Friendly & helpful people to serve you | Designer bath supplies, top-quality linens, and friendly faces -- that's what you'll find at Gemma’s Bed & Bath Leslie Look to the crew at Gemma’s Bed & Bath Boutique -- Angie, Fiona, Leslie, and Arlene -- for all your bed and bath needs. Comme ’ Bed & Bath Boutique Skeena a Mall, Terrace - manufactured low-end , “are ‘commercial successes, Go to trade shows and read __ surveys done by government, "universities, trade associations and - organizations. not-for-profit Look | for’ specific information about your industry sector, type ~ business and customers. Keep this in mind when making ~~pllans, ‘Timely help Using do-it-yourself techniques are. very cost- Next, she suggests, use © efficient if you have a narrow force or . customer base. But if your customers are a little harder to identify, or if you’re facing a. serious problem, it may. be time to call in a professional -for-custom-made services. — Eric Jemetz, now Senior Consultant with ‘York - Consulting Group, recalls working with a client who high-end bedroom furniture. When sales started to slide, he introduced. a low-end line, ~ too, but it didn't help. “We did a major survey to help him decide on his ‘next move,” says Jemetz. “We found his customers valued the quality of his high-end line. But they were confused by his move to’ furniture. We recommended that he stay high end but produce more groupings for 1 mote rooms.” Whether you do it yourself ‘or hire a consultant, the goal - is to make the Five Per Cent Rule work for you. Just five per cent of new product ideas make it to the development stage. OF those, only five per cent make it to product launch.-You,want, to, be;in:the last five pet cent; the one that rps ane | - 635-4900 _635-3392 lotions. You'll also find Spermies and Eggies active wear here -- swim-wear, gym-wear, shorts and t- “tinting. Michelle can: diagnose your skin type to ~also a Nelly Devuyst expert -- a‘natural: pH- - balanced line of professional skin care products. “Touching by lone”. This holistic approach of working with pressure points of the feet and [complete Body Care - All Under One Roof Meet the bady care professionals -- all under one roof, | , Begin at Sessions far safe, easy tanning. ‘Wendy Lavoie has an option for everyone -- from top-of-the- line Wolff System sun-beds to the Sun Capsule tanning. booth, plus indoor and outdoor tanning shirts. .For skin care, book a-spot with esthetician Michelle Clarkson of Michelle’s Body Care -- for faciais, ‘nail care, body waxing, or lash and brow Suggest the best treatments and products: She's Then to complete your body care, take.a session of reflexology with lone Nicolson of “Sale hands to bring total relaxation and stress release for the entire body through improved circulation. She can round out the session with Jin-Shin-Do and/or acupressure therapy. Session Tanning Salon _ Sole ‘Touching by Ione 635-3071 635-1919 3992-A Old Lakelse Lake Drive Michelle’s Bodycare 638-1949 The name says it all. Sight g Sound has been setting trends for 33 years -- fram basic televisions to home theatres, from tapes to compact discs, portable stereos to full-tilt- sound systems, from cameras and accessories to photo-finishing. Check out the selection at two locations -- a Skeena Mall and a Keith Avenue store. Between them you'll find television screens from 9 to 55 inches, VCRs and camcorders of all kinds and sizes, and sound systems to suit any ear. The Skeena Mall outlet offers one-hour photo-finishing and a wide range of tapes and CDs. The Keith Avenue store features a home theatre demonstration room, where you can experience the latest technology firsthand. Sight & Sound also offers car stereo installation. At both locations, you'll find a friendly, knowledgable staff to help you get the best value out of your purchase. Here’ s Denise McCann, one of the faces you'll see on hand at Sight & Sound. - Business Builder ae A small space frequency _ campaign in your | “newspaper! . . It’s small in” But if you have something _ size... small in cost... to sell, anda small budget But...BIGin... to sell it with, you need . READERSHIP! “the small sell”. _ RESULTS! PROFITS! | Every advertiser knows about “the big sell” - “the big sell’ takes big money. - “Advertsing Department. 638-7283 STANDARD 4647 Lazelle Ave.