The Storefront Design Process: Architecture? Graphic Design? Signage Design? Display, All of the Above

Anatomy of a Design Concept. For more information or to see image enlargements please contact us here.

Client’s Visions – Clients often call me because they see something  suggestive in the portfolio on our site and want to create a similar look or physical presence for their own businesses. They may entertain visions of compelling displays that increase awareness and transform window shoppers into customers, or perhaps it is about creating and reinforcing an organization’s image, idea, point of view, or brand.

Design is a Process – Whatever the motivation, few would dispute that successful design is part and parcel of equally successful marketing campaigns evolving from resources and collaborations requiring lots of man hours. Design is a process which is always, at least on some level, retail.

Not a Commodity – Yet the business environment, including the traditional “fee for service” world in which most of us work, leads many to conclude that design is a commodity, something to be ordered from a price list. It forces an architect to quantify a client’s vision for a project into a competitive proposal before any serious work is done towards understanding that vision. It can be limiting and is often fraught with undefined expectations. It is not a model that works very well in a collaborative environment. Nevertheless, it always determines if and how a project moves forward.

Reconciliation – Overcoming this disparity has been a longtime goal of ours.  Consider this: if I tell a client that the fee for architectural services on a project will be a fixed amount, he may want to negotiate some concession, etc., but in general he feels secure and accepts the fee. If, on the other hand, I tell this client that the fee will not exceed a certain amount, he/she is thrown into a state of indecision and becomes unsure about how to proceed. Ask your self why? What makes a client back away, sometimes even leaving off an entire project?

Expressing a Vision – The answer is surprisingly simple. Both models require and deliver basically the same thing, that being a new design in which the client has participated. The difference is that, with the “not to exceed” fee for service model, the client is made aware that he is an active participant in the design process and as such has the ability, by effective communication, to affect not only the outcome, but also its final cost. This places some responsibility for a successful project squarely in the lap of the one who launched it. It also increases the chances of success. After all, are not we, as architects and designers, facilitators, charged with expressing a clients vision?

Demonstrating the Process – The concept images shown above demonstrate a design process. They become progressively more complete until the final design is reached in the last image. Each separate image is the result of direct communication, correction and comments from the client, who was involved in every step, beginning with the most basic parti up to final design approval.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Me and My Arrow: Recruiting in the Digital Age Part 3

Here’s a truth for you: You can’t talk about a 21st-Century recruiting strategy without talking about social media. And you can’t talk about social media recruiting without talking about employer branding. So, let’s talk about it. Social media is an ef…

Here’s a truth for you: You can’t talk about a 21st-Century recruiting strategy without talking about social media. And you can’t talk about social media recruiting without talking about employer branding. So, let’s talk about it. Social media is an effective recruitment tool not just because it can reach vast audiences, but because it highlights the values, goals, achievements and ...

IRS Has Options to Help Small Business Owners

This blog post was originally published through the IRS Tax Tips service. More information on all of these topics can be found at the Small Business and Self-Employed Tax Center. Small business owners often have a running list of things to do. These include deadlines, sales calls, employee issues, banking, advertising – and taxes. The IRS… Read more »

The post IRS Has Options to Help Small Business Owners appeared first on Alexandria Small Business Development Center.

This blog post was originally published through the IRS Tax Tips service. More information on all of these topics can be found at the Small Business and Self-Employed Tax Center.

Small business owners often have a running list of things to do. These include deadlines, sales calls, employee issues, banking, advertising – and taxes. The IRS can help with the last one.

Here are seven resources to help small businesses owners with common topics:Tax Tipso avoid

  • Looking at the Big Picture: The Small Business and Self-Employed Tax Center brings information on IRS.gov to one common place.
  • Organizing Tasks: The IRS Tax Calendar for Businesses and Self-Employed helps owners stay organized. It includes tax due dates and actions for each month. Users can subscribe to calendar reminders or import the calendar to their desktop or calendar on their mobile device.
  • Searching for Topics: The A-to-Z Index for Business helps people easily find small business topics on IRS.gov.
  • Getting Information by Email: Small business owners can sign up for e-News for Small Businesses. The free, electronic service gives subscribers information on deadlines, emerging issues, tips, news and more.
  • Watching Videos: The IRS Video Portal offers learning events and informational videos on many business topics.
  • Finding Forms: The Small Business Forms and Publications page helps business owners find the documents they need for the type of business they own. It lists tax forms, instructions, desk guides and more.
  • Meeting in Person or Online: Small business workshops, seminars and meetings are held throughout the country. They’re sponsored by IRS partners that specialize in federal tax topics. Topics vary from overviews to more specific topics such as retirement plans and recordkeeping.

The post IRS Has Options to Help Small Business Owners appeared first on Alexandria Small Business Development Center.

Backing Up Your Business Data on the Web

Find the original archive of the video here: Backing Up Your Business Data on the Web. Most Small Business owners are not backing up their data. Small businesses are exposed to the most security threats and yet they don’t have

Find the original archive of the video here: Backing Up Your Business Data on the Web.

Most Small Business owners are not backing up their data. Small businesses are exposed to the most security threats and yet they don’t have an ability to recover from a variety of catastrophes that (not if but) will befall every Small Business. From accidents to attacks, data loss can cripple a business. In this Webinar, we covered the reasons for making your business data backup strategy a priority, and how to do it.

What we discussed in this Webinar:

1) Why you should back up your Small Business (and personal) data
2) What you should be backing up, where and how often, and
3) Backup software and services for Small Business.

NOTE: I mentioned this article in the Webinar entitled, “Cybersecurity for Small Business: It Doesn’t Keep You Up at Night? It Should!” – http://ift.tt/2xWHBdZ.


These Webinars are hosted by the Virginia Small Business Development Center Network – http://virginiasbdc.org – and presented by Ray Sidney-Smith, Author of “SoLoMo Success” (available on Amazon Kindle and paperback), Digital Marketing Strategist, and Managing Director of W3C Web Services, providing affordable Web, WordPress, email, domain and other related services for Small Business – http://web.w3cinc.com. With the transfer of your business’ domain, WordPress *and* email hosting services, get a complimentary 1-hour Web, Mobile & Social Media marketing strategy session. Email [email protected] for full details and to get started!

Don’t overlook the construction details.

Customers notice the details. They can tell if a contractor has cut corners. The transition detail in B above was installed instead of the one shown in A below. As architects we can observe the construction and point out discrepancies, but it is the client that must insist that a contractor exactly follow the details shown on the construction drawings. It is to their advantage to do so.
This bargain-basement installation detail interferes with the nice contrast between the carpet and tile.

What makes a store look expensive? Way back in 2013 I wrote a post on this site asking if a higher price could be placed on merchandise because the store design looks expensive? The post was about the impact that a curved ceiling might be expected to have on what is generally considered inexpensive merchandise. I concluded that answering the question about pricing was related to how well the design feature performed, which in the particular case in questions was quite well. I bring this up again here because I want to consider the topic in a more subtle, yet possibly more important context, that being what makes a store design look expensive?

Customers notice everything. Answering this questions means that a retailer needs to pay attention to what people notice, which is everything, whether consciously or not. The importance of “creating a shopping experience” has been a fact of retail life for quite a while now. Back in 2013 one of the retail marketers summed it up nicely when she said, “..retailers should use stores to create a brand experience that customers couldn’t possibly get online.” She went on to cite the “old adage” that “retail is detail,” saying, “stores can engage all five senses;” the online world cannot. Few would argue that the perception of quality involves more that just an online image; that tactile contact with a product is critical, including how it is displayed; that successful retailers aspire to demonstrate quality in every possible aspect of their store, because quality sells, often for more.

The refined transition detail in image A above sends a message of quality, It is what we typically specify in this situation. This contractor exactly followed the details on the construction drawings with positive results.
A refined transition strip is barely there, putting the attention on the contrasting finish materials.

The importance of quality. Clearly, since sales are seen as directly effected, most retailers are acutely aware of the quality of products they bring to the market, including a range of related price points. This is their main business and most get it right. Merchandise displays, because they are driven by practicality, are also less prone to failures in quality. Matching their actual store environment, on the other hand, is where things can begin to fall apart. Finishes, In particular, are vulnerable. Think:

  • sagging carpet,
  • old leaks exposed and never repainted,
  • light fixtures with burned out lamps,
  • cheap, broken or mismatched ceiling tiles & floor tiles,
  • stained and dirty hvac supply and return air diffusers,
  • dirty windows.

Is it really possible that customers do not notice these things, that they do not reflect on the perceived merchandise quality, that they do not contribute to a customers notion of the brand? Another marketing pundit put is this way, ” a business should always strive and prove to be the best that money can afford because that solid reputation will establish a top brand that’s reliable and worthy of respect.” I couldn’t agree more.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Holiday Marketing Campaigns – Some Advice to Small Business Owners

Every year, a small subset of small business owners that I meet lament that they were not prepared for the “holiday marketing season.” That is, they say they were not prepared with their holiday marketing campaign in time to take full advantage of it. Don’t let this be you! Before you know it, the winter… Read more »

The post Holiday Marketing Campaigns – Some Advice to Small Business Owners appeared first on Alexandria Small Business Development Center.

Every year, a small subset of small business owners that I meet lament that they were not prepared for the “holiday marketing season.” That is, they say they were not prepared with their holiday marketing campaign in time to take full advantage of it. Don’t let this be you! Before you know it, the winter holidays season will be upon you. After all, there are less than 12 weeks until Christmas as of the time of publishing this article.

This period is prime time for every type of business—brick-and-mortar retail, service-based, manufacturing, and online businesses alike—to make a plan to reach out to customers, even if it’s not for the winter holidays season. Now is the time to start preparin

Holiday Shopping in Alexandria

Photo Credit: James Cullum, courtesy Visit Alexandria

g and executing the background plans to be ready with your annual marketing campaigns!

Holiday marketing is a year-round event

The first bit of advice is to understand that holiday marketing campaigns are not just for the winter holidays season. Yes, according to the Retail Marketing Federation, the winter holidays (Christmas, Kwanzaa and Hanukkah, and to some extent, New Year’s Eve and New Year’s Day) spending rings in at more than half-a-trillion dollars (that’s 10 zeroes before the decimal!). But, that’s not the whole story.

Consumers don’t only spend leading up to and for the winter holidays. They spend year-round at strategic times. It’s important for you as a small business owner to know when those times are that your specific consumers are buying. If you look back at your prior sales and revenue reports in your accounting software, you should be able to see where peaks and valleys are in purchasing. As well, speak with your local businesses and/or retail stores that have similar target audiences (and this doesn’t mean you have to talk to your competitors necessarily) to learn about their experiences for when the highs and lows are in their businesses’ sales and revenues throughout the year.

You might learn that the winter holidays season is actually not the best time for you to spend your hard-earned money and your hard-fought time on acquiring new business. (And, it might be and that’s good to have confirmation.)

What are the holidays that you can market to business on?

In that vein, it’s a good idea to find anchors in the calendar to have a reason to reach out to your current and past customers, and do pull marketing for potential customers. There are several events throughout the year and even more holidays than Christmas, Kwanzaa and Hanukkah.

Once you’ve identified the months, weeks, and days that are important to get in front of your audience, you have the background to create an editorial calendar and marketing plan. You then have the opportunity to execute the plan. And, finally, you should track what works and what doesn’t. This will information you for the future years’ planning. Also, beware of confirmation bias; sometimes Small Business owners see a small subset of success or failure and take that as the whole picture.

What’s the message you’d like to convey to your customers, or the goal of reaching out to them at all?

While decorating your front-facing retail spaces, website, email newsletter, and even your Google My Business listing, are important to your holiday marketing campaigns, these are vehicles to a message you want to send to your potential, current and past clients. What are you trying to say?

If you’re reaching out to clients during Thanksgiving, are you sending a message of appreciation/gratitude? That’s not necessarily “buy from me” and may not be as effective for sales, but for goodwill.

Are you networking among your other clients (especially if you’re B2B, but this works with B2C)? You might host an event–doggie happy hour, lady’s shoe club, or wine and cheese open house.

Are you celebrating a big anniversary of being in business? Use this as an opportunity to feature your best clients, because others who are like that best client will be drawn to connect with your business as well.

Is this a special promotion campaign? Be it a sneak peak of future products, discounts, free shipping/handling for your best customers, or something more creative (a la ugly sweater contest benefiting

a local charity), make sure your customers know what you’re offering.

Understand well what you’re trying to communicate and then work backward on the tactics you’re going to use to effectuate that.

If you landed on this article at the tail-end of the holiday marketing season, there are last-minute holiday marketing tactics. And, start planning for next year now, so you don’t get stuck in this position again! Good luck, and happy holidays!

The post Holiday Marketing Campaigns – Some Advice to Small Business Owners appeared first on Alexandria Small Business Development Center.

Me and My Arrow: Recruiting in the Digital Age Part 2

If you missed last month’s introduction to my arrow, this fall I’m devoting the blog to helping search teams make savvy decisions about where and when to invest their recruitment dollars in the digital age. We’re diligently following my Return on Investment Arrow – a handy little continuum you can use to map out a hiring strategy that is focused …

If you missed last month’s introduction to my arrow, this fall I’m devoting the blog to helping search teams make savvy decisions about where and when to invest their recruitment dollars in the digital age. We’re diligently following my Return on Investment Arrow – a handy little continuum you can use to map out a hiring strategy that is focused ...

What precautions are you taking for the next catastrophe?

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on September 28, 2017. Lately, our television screens have been filled with scenes of hurricanes and earthquakes, and people struggling to recover their lives – and businesses. For those devastated businesses, survival statistics are especially grim. FEMA estimates 40… Read more »

The post What precautions are you taking for the next catastrophe? appeared first on Alexandria Small Business Development Center.

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on September 28, 2017.

Lately, our television screens have been filled with scenes of hurricanes and earthquakes, and people struggling to recover their lives – and businesses. For those devastated businesses, survival statistics are especially grim. FEMA estimates 40 percent of businesses do not reopen after a disaster, and of those that do reopen, 25 percent fail within one year.

Tragic events dramatically teach us how much of our daily routines are dependent on infrastructure that we take for granted. We expect to reach colleagues, customers and our support network by email or phone. We count on accessing critical financial or operational records electronically or in our file cabinets. A variety of calamities can make those inaccessible – temporarily or permanently. These include hurricanes, earthquakes, tornadoes, floods, severe storms, fires, pandemics, power outages, demonstrations, terrorism and cyber-attacks.

The aftermath of catastrophes is always chaotic. Larger corporations dedicate staff to emergency planning and have established backup procedures, but small businesses tend to procrastinate such pre-planning, and often flounder through the recovery process. Even when federal, state and local resources are made available, it’s often not obvious when and how to access them.

Since hurricane images are fresh on our minds and September is National Preparedness Month, this an ideal time to pause for a moment to think about the most critical aspects of your business and the many ways they could be disrupted. With those contemplations, you can then plot a few basic preparedness steps. Here are some basics:

  • Check your insurance to see what coverage you have. Is it adequate? Do you have flood and business interruption coverage?
  • Establish a communications plan for alternate ways to reach employees, customers and your support system. This might necessitate keeping key lists and records offsite.
  • Have offsite backup for your digital files. This can include a full copy of your encrypted data on an external hard drive taken offsite, and/or using a cloud storage backup service. Note that offsite storage of data, lists and records must be routinely updated.
  • Prepare a handy, waterproof and fireproof survival kit that includes cash, nonperishable food, water, first aid, sanitation, flashlight and battery supplies. Retailers and restaurateurs might add a manual credit card machine, credit card slips and instructions on what to do in case of an outage. If you have perishable items, consider a generator for refrigeration.
  • Make sure all of these contingency efforts are periodically explained to all staff.

Most emergency preparedness recommendations are too cumbersome for small businesses to realistically undertake. SBA has more succinct guidelines and checklists at SBA.gov/prepare.
Alexandria Small Business Development Center staff interacted with SBA and FEMA following the disaster declarations for both 9/11 and Hurricane Isabel. Most of the resulting disaster loans approved throughout Northern Virginia followed the Alexandria center’s direct involvement. We pray there’s never another occasion to use that expertise, but local businesses should note Alexandria SBDC as their go-to contact in dire circumstances.

Preparedness efforts aren’t easy to prioritize, but they can predetermine business survival.

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