Feature Article:

It's December - Have You Planned 2005 Yet?
 By: Fran Saperstein, Publisher, A-Z Magazines

The snow is falling, the temperatures remain low, and most of your customers are more focused on how to get their holiday shopping done than they are on scrapbooking. So, what is a retailer to do? Plan 2005. 

I know, you have personal shopping to do, inventory to turn, promotions to finish up for 2004. You want to know how you can afford to look to 2005 when 2004 is still here.

Unless you set your goals and your events and promotions calendar for 2005 now, you won't have a bright 2005 with a healthy bottom line. The great business myth is that planning hinders creativity. Nothing could be farther from the truth. Planning doesn't mean you can't change your mind based on your consumer behavior. It doesn't mean you can't take advantage of manufacturer specials. Planning means you have knowledge of what your 2005 sales goals are, what your general monthly themes will be, and which trade shows you're going to attend.

Planning is an integral part of any business. Few businesses survive only on decision-making that is done at the last minute. All independent retailers have to be flexible enough to meet the needs of their market to compete. And yet, the act of planning provides you with a solid foundation for every decision you make.

To start your planning process, take these simple steps:
1. Review your sales figures for the past few years and trend your sales. This will help you to understand your natural highs and lows during the year. Make plans to increase your sales volume this year and try new promotions during the lows.

2. Review your expenses for the past few years and trend expenses by month. Do your expenses get higher in the summer due to air conditioning costs? Your plan should reflect this.

3. Review your purchases from the trade shows you attended. Which provided the best education? The best product selection? The greatest profit-building opportunities for you? Plan now for the timing of that show too.

4. Plan to spend more money on advertising. You are not only competing with other crafts, other scrapbook and paper crafting stores, but also with other hobbies and other sources of disposable income. Unless people know you're out there, you can't compete for those dollars!

With these simple steps, you are on your way to planning for a successful 2005. For more information and support for a successful 2005, check out The SMART Group and Scrapbooking.com Magazine's Premier Retail Store Listings.