My Venture Concept No. 2

One day I dream of being the owner of a shop named “Sweet Caroline’s”. This store will be filled with my favorite things and will be a fun getaway for girly girls everywhere. I never thought of myself as an entrepreneur or a business owner, but I’m beginning to see how this dream could easily come to life. It might take a lot of motivation, a good amount of money, and a little sweat and tears, but I really believe it can happen.

I believe that there is an opportunity to fulfill creative gaps in the shopping experience. There is a large market of customers that want an experience when they shop. Back in the day when our grandparents were young, going to the store was a big deal. Department stores employed sales associates who cared and knew their customers. They waited on them with care, not rushing them to make a sale. Most of the time I wish this is how we shopped too. I think the change in this is due to the faster paced lives we live. Everything is on the go and most things are off the rack, the same for every person around the country. I want to change this new stereotype.  

I want to provide a feminine shopping experience for women with engaging sales associates. These sales associates will also not be pushy and will not work on commission. Most customers are looking for an inviting dressing room, with honest advice. I have worked in a clothing store for two years and I have noticed a considerable difference when a sales associate is truthful with the customer. The customer respects the opinion of the employee and building this relationship is much better in the long run than making one poor sale.

Our store will sell to women of all ages. These women will be people who like a shopping experience and like to be doted on. We will not be a cookie cutter store and hope to provide unique items and service. I envision this the perfect spot for mothers and daughters to shop together. Our demographic will consistent of mainly locals. The store will be in the town of Windermere right outside of Orlando. This area is very family oriented and tends to attract a higher clientele. This store concept is being satisfied by places like Park Ave and other small sectors of town that have a nice walkable boutique strip. This experience is still very different however, and Park Ave is at least forty minutes from Windermere. The only other thing that is similar to my idea is Oxford Exchange in Tampa. Sweet Caroline’s will be more of a clothing based store and will much less attractive to men and business people. Even though my opportunity is larger, I really think there is a market craving this idea. I would intend on employing

            The difference between a small business owner and an entrepreneur is not very big. Every small business owner has had to start from scratch and learn his or her own way, which to me, describes and entrepreneur. Innovation is also a key part of being an entrepreneur. What separates my store from being a typical store is that we will have:

·      In trend clothing

·      A floral department

·      A tea room

·      High end and drug store makeup counters

·      Upscale dressing rooms

Our clothes will be moderately priced. Most dresses will be under $80 and most shirts will be under $55. Besides department stores, there are not any boutiques that also have makeup counters with the clothing. These make up counters will be similar to Ulta or Sephora’s. Not the type with a brand representative. The floral section of our store will also be a very unique aspect. We will have a florist in-house and will be able to do custom orders and bouquets. It is very rare to have a floral section in a store with clothing as well. The other unusual aspect of the store will be the tearoom. Women will be able to shop and have tea in the same location. We will have a small tearoom seating roughly fifty at time. This room will also be able to be rented out for private events.

      My venture concept will reverse time, and take shoppers back to a slow and relaxed place to shop. It will be creative and unique and unlike any stores people find today. I want to change the way people see stores. I understand that this store is not for everyone. Not everyone wants a shopping experience, but rather wants to get what they are looking for and be on their way. But for the people who love fashion and for girly girls everywhere, this will fulfill a never addressed need.

      On a more logistical note, we plan on having three people in the store during normal hours, a florist, and staff for the tearoom. I plan on hiring a total of nine people to begin with. The store will be open Monday-Saturday 10-7 on weekdays and 11-6 on Friday and Saturday. I will remain the owner and buyer for the store. My mom, Mary Beth, will be the backbone and manager of the store. She is my “secret sauce” and my “unfair advantage”. She is the most hardworking and creative person I know and she happens to be just as excited for Sweet Caroline’s as I am! We don’t know what is next for us in this business adventure. We may look at waiting to open up the tearoom once the store is successful. If the store is successful then we might look at opening up a second location across town. We look at this business concept as an adventure, and I can’t wait to take it on with her.

      My mom was the one who originally dreamed up this concept with me. She doesn’t want to be the primary owner, but is confident that I would do a good job. I’ve learned there is nothing better than having someone support you and believe in you when dreaming about being an entrepreneur.

I received some questions that I made sure to address in this revised business concept. The first was how many people do I plan to hire and I decided on nine. The other question I received was what my store hours would be which I also answered. 

I got a lot of positive feedback. People really liked the name of the store and thought the idea was unique and fun. People also liked how my family is involved in the idea too. One concern I received was that there might not be enough of a market for this venture, but that is a risk I am willing to take because I believe in this idea.

I included this picture of the Oxford Exchange because it is the only place I know of that has a similar idea to Sweet Caroline's. There is a huge market for this place and people travel just to visit it. My dream for my venture is that it might become as successful as Oxford Exchange.