What do you mean by “Feasibility Assessment?”

Now What?
Now What? How do I turn this in to a new store?

Contemplation – Imagine you are a retailer contemplating this tenant space. Clearly, you might be asking yourself; “now what?” Suppose a few of the questions below move from unconscious reflection to conscious contemplation without ensuing answers, then assessing a project to see what is actually required could facilitate the decision making process and provide many benefits.

Resources – Landlord provided documents, previous project cost summaries, consultations with building departments, contractors, engineers and sometimes professional construction estimators are all resources informing project feasibility. The intent is to simplify, consolidate and summarize the probable scope of work, professional fees, construction costs and time that might be anticipated for a project. It is the purpose of a feasibility assessment and a highly recommended means of beginning most retail projects.

  • Do I need to build the walls?
  • Do I need to build the bathroom(s)
  • Why do I need 2 bathrooms?
  • Why do I need 2 entries?
  • Do I need to install the storefront system?
  • Can I use my own storefront design?
  • Do I need to have my own electric meter installed?
  • Do I need to install my own Air Conditioning and heating system?
  • What is the best mechanical system to use?
  • Is there water in the space?
  • What about hot water?
  • What about gas?
  • Where is the sewer?
  • How do I connect to it?
  • Will my store fit in this space?
  • Must I supply my own storefront sign?
  • Who will design it?
  • Can I design the store myself?
  • Can I turn a logo into a store design?
  • Where do I get the store fixtures?
  • What if I can’t find the exact fixtures that I need to display my products?
  • Are custom store fixtures required, if so who will design them?
  • What about lighting?
  • Who sets up the Point of Sale (POS) system and how do I hide the wires?
  • How do I accommodate the cabling and hard wiring for my computers?
  • How much can I expect to spend for all this?
  • A contractor told me he could build my store for $45/sq. ft. Should I believe him?
  • Do I need a building permit?
  • What does an architect charge?
  • Can I get this done in time to open before I must begin paying rent?
  • How do a pick a contractor?
  • Is the construction allowance from the landlord enough to build the store?
  • Does the location have enough parking?
  • What is the visibility from walk and drive by traffic?
  • Is this space a good choice for my project?
  • If I don’t take this space do I need to start all over with a new feasibility for a different location?

Please feel free start a discussion here and maybe even see some answers.

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.

3 Simple and Easy Steps to Get Started with Your Business Blog

Blogging is not a new phenomenon. It was introduced as a term in the late 90’s but for entrepreneurs and business owners, it is just starting to become mainstream and be seen as a way to promote, brand and generate leads for your business.

I think blogging is going to become more and more relevant in 2016 and beyond. I decided to write a step-by-step guide on how business owners can get started with blogging.

What is a Blog?

First, I thought it was important to define blogging. I have a more “broad” definition for blogging that most. I don’t see it as only having a Blogger, WordPress or Medium account. I see it simply as the publishing of digital content. It’s a lot more of a broad definition than is traditionally thought. There’s two reasons for this broader definition:

  1. Some of the social media sites are building a way to blog within their platforms. Twitter was always defined as micro-blogging. LinkedIn has Pulse and even Facebook has Notes. (Side Note: Be on the lookout for Facebook’s Instant Articles launching in April)
  2. Blogging can take many different forms including video (YouTube), audio, and photos (Instagram). When I’m speaking with clients, I usually recommend blogging related to their strengths. Are you great at talking to people, maybe start a Podcast? Are you great in front of the camera, maybe start a YouTube channel?

3 Steps to Get Started

  1. Come up with a list of ideas for blog ideas. As a business owner or entrepreneur often your best way to use your blog is to educate your target market. I always believe the best way is to provide content and information that is simultaneously relevant to your target market and your business. So some blog topics can include questions that your clients might ask you.
  2. Choose a way to blog. There are many ways to blog including guest blogging. You can even blog on one of the existing platforms like LinkedIn, WordPress.com or Medium. If you have a blog on your website, you can also start to blog there.
  3. The most obvious step is just to start writing. While, it is always better to have a strategy and an approach. I think one of the biggest reasons that people don’t get started is because they think too much about it. Really, what you should be doing is to just start writing. Find a blog within your industry or target market and reach out to the editor and ask to guest blog there or add a blog to your website and just blog there.

If you thought this was interesting would love to see your comments below! Also check out my FREE Business Blogging Course at CEO Blog Nation.

Retail Architect: billboards store design

Retail architect are always looking at design features that can make a store stand out, or differentiate, from its neighbors in the mall scape, leading to a design idea that I may, or may not, have mentioned previously; namely mall storefronts are being treated like billboards. Compare, for example, the type of merchandising that is going on in the Aldo store with that of the Buy Paris Collection below. On a practical level this may not be a very fair comparison as Aldo has rallied all of its substantial store planning resources around supporting and marketing their brand, while the shop in the Paris airport is marketing multiple brands, probably with considerably less resources. That said, this discussion is academic and I am using the contrast between the two shops to demonstrate a design technique.

Clearly, Aldo has used every inch of wall space to deliver a marketing message about their product. It is a message being delivered to virtually every potential shopper with a view of the store no matter where that shopper happens to be located. The desire to accomplish this is nothing new. The installation of billboard size images on every available inch of visible wall, on the other hand, is a fairly new trend. I expect it is only a matter of time before the message, actually creeps onto the ceiling, and I am sure examples of exactly this can easily be found.

By comparison, the Buy Paris Collection casts its marketing net into a much smaller visual pond simply by dint of scale. Certainly good design practice is employed. The high contrast between the white illuminated sign on the black background along with the brightly colored banner are attention grabbing features. The interior signage, illuminated graphics and nicely displayed merchandise all follow the store planning rules, leading me to ask; is one of these techniques more effective that the other?

The question is one of relevance. The retail environment, always competitive, is ever more so now. Pressured on one side by online competition and the other by indirect competitors for the attention of the same customer base, retailers are feeling compelled to enter the context of entertainment shopping. It is a fluid environment where relevance is everything.

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.

Retail Architect: pattern, color and scale that delivers a marketing message

BBW store
I took this photo of a new Bath & Body Works store in a recently renovated local mall because the project is instructive on several levels. First there is no doubt about who the retailer is. The name is perfectly highlighted on the front of the main entry fixture, again above the wall display, and of course on the storefront sign, there but not shown. Some landlords try to limit the number of times a retailer can repeat their logos in the line of vision. As a Retail Architect, I find that, recently, this practice has been giving way in favor of more flexible design guidelines, possibly in response to tighter retail markets. Either way, repetition is good for the brand.

This project is about more that the name though. It is about delivering a marketing message, which is done here by the clever incorporation of text into the very context of the store. Let’s consider the context first. The checked wall covering is extremely busy and could have, in a different application, gone totally wrong. It is working here because the high contrast both attracts attention and supports the message in terms of scale. In fact, it functions as a connection between the blocks of small merchandise and the actual text messages which are all offset in large solid color fields. These solid color blocks show up as more that just backdrops for signage. They are used in the back of displays, as plain color coded markers used to define categories of merchandise, and even as fat text turned into color blocked display fixtures. The result is interesting and completely readable.

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.

Unbrand Store Designs

Is this the face of the "Unbrand?"

If you are a sometimes visitor to this site you may have seen me ponder the impacts of “unbrand” in previous posts. With this recent article on “AdNews” I find myself again bestirred on the subject. The gist of the article is that “Unbrand” is a “Movement” initiated by Gen. C (connected) values, resulting in a shift in market focus from the designer to the designee. When considered in the context of the currently “logocentric” shopping place this shift could, in the design sense, prove to be profound. In short, how does/will/should an “unbrand” look? The temptation to present the obvious was too strong, leading me to alter the photo above to match the idea. Of course, no one has actually come to me and said, “I am opening a new store. I will be selling shoes. The store does not have a name. Please design the prototype.” That does not, though, stop me from trying to envision such a shopping experience.

toys dress

carOr maybe stores should rely on large format graphics and photos with generic labels to identify their products. It is, after all, how it is done on http://etsy.com. Either way, there are no answers here, just explorations. You will find the article here: AdNews: THE ADNEWS NGEN BLOG: The challenge of ‘Unbrand’.

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.

Owning It

Owning a small business is like starting a family but often I feel like a single parent with quintuplets.

When I first began my business in 2012 I filed out all of the correct paperwork. As it would seem, I did so in the most backwards order I could imagine. This was not by my poor planning as much as it was my overall lack of knowledge about the entire process, which between you and I is not incredibly obvious even after having gone through it. I do have to give credit where it is due and I owe a lot to the Small Business Development Center as I may not be where I am today without their guidance.

As a small business owner I have had to wear many hats and to keep my costs low I have had to wear all of those hats on my own.Meghan

The Photographer As a lead photographer I have enjoyed the ability to be as structured or organic as I like and have been able to be creative with on the spot changes due to weather, venue and wardrobe mishaps. I feel that this is my strongest role and one that I am constantly improving and honing. A big thanks to friend and fellow photographer Sam Dingley for my stunning headshots. That comes off like I am bragging about me, but I promise I am bragging about his photography skills.

The Website Designer In all fairness the bare bones of my website was originally created by a friend Kendall Totten Design who is an incredible developer but is now ran almost entirely by me. I try to check in with her once or twice a year to do an overall update to my site when I need assistance with code or say, I accidently delete a section of content. Oops. But other then that, all content, now comes from me in all of my glorious grammatical errors.

The Ad Executive I do my best to funnel all social media traffic back to my website but at this time do not use any paid advertisements to gain clients. My social media presence is crucial to my image so I do my best to keep my brand consistent. My logo was again created by a dear friend Mindy McPeak Illustration and my business cards and header by another Graphic Designer friend Danielle Webb who I think I traded the designs of for wine and cheese. Overall my business is driven by word of mouth. My clients return year after year and tell their friends about their experience with me and in turn become new clients.

The Attorney I cannot afford one at this time and so I am my own legal counsel. I have done my best to be upstanding and have tried to protect myself by using contracts and holding a Limited Liability Corporation (LLC). I even keep my business bank account separate from my personal account. I figure there is no excuse for being careless so I might as well be prepared.

The Salesman I like to pride myself on my ability to sell. I used to sell for J.Crew and could sell corduroys and chino’s like it was my job. And at Cheesetique I used to sell cheese and wine like it was my job, because at one time it was my job. But now, I am in the business of selling myself. Gasp. And this is not easy for me. I believe I am an incredible artist and yet it takes everything in me, to sell me. It is not like I bathe in confidence but I do have to overcome myself sometimes and sell my experience, skill and artistry.

The Accountant I file my own taxes. I create my own budget. I try to keep my advertising costs and business expenses low. I pay sales tax in three states and currently for an LLC in one. I file everything on my own that I need to keep my business running and upstanding with the law.

The Balance I am a full time wife and mother and so it is essential that I maintain a balance with my work. I tend to work nights (editing) and weekends (photographing) when my partner can be with our little one. The lifestyle of a Wedding and Portrait Photographer lends itself well to my available schedule.

Starting Your Own Business? Ask for Help The Small Business Development Center of Alexandria was an excellent resource for me when I began my business and they helped to point me in the right direction and showed me where to file my LLC, Business License, Trade Name and Sales Tax. I also had to set up an Employer Identification Number (EIN) with the IRS and I would not have known this had it not been for their assistance. I also took advantage of their social media counseling which has proven to be priceless.

You can reach me at:

 

(202) 681-9848

[email protected]

http://www.shotinthedarkphoto.com/

 

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Store Design: Materials

I was researching another project when I ran across these book stores. I was looking for examples of how different building finish materials can change the perception of merchandise quality in a store design, and as these views are void of brand signs, they allow for a fairly objective comparison on a store planning level as well. The examples were good enough to turn into an article as follows:

Store 1
Store 1

Store 1 – This first store reminds me of Strand Bookstore in New York City, locally famous for used books, which should not come as a surprise as the plastic on the windows, mismatched fixtures, cheap but effective fluorescent lighting and existing brick walls and wood floors all suggest, not only extreme economy, but also sustainability. The chairs and wide aisles suggest a comfortable and possibly entertaining shopping experience. In NYC this equals “shabby chic.” Anywhere else it risks being just shabby.

Store 2
Store 2

Store 2 – The actual fixtures used in this store, likely high quality painted wood, display the merchandise for maximum advantage and provide storage as well. Nevertheless, carpet and acoustic tile floors and ceilings are strictly utilitarian, as is the lighting, which is adequate but stylistically dated as it is used here. The monotone, high foot candle light level removes the possibility of any particular focus or feature areas, as does the “many evenly spaced rows” type of layout. This ambiance is all about volume and possibly crosses over to discount.

Store 3
Store 3

Store 3 – This appears to be a high profile, historic, urban environment that is possibly a destination unto itself. Efforts have been made to help the store fixtures disappear into the location. Wood shelving and display tables match existing architectural trim and carefully placed invisible light sources outline perimeter merchandise walls artfully tucked under the balcony. Like dancers in a grand ballroom, table top displays nicely present the merchandise to main floor shoppers. A polite, public mood prevails.

Store 4
Store 4

Store 4 – This is another example of how existing buildings can drive the retail ambiance of a space. Exposed structure, skylights, stone walls, and distressed concrete floors identify an industrial loft type environment made relevant by the addition of colorful art lights, and a bit of modern ceiling material. Tall store fixtures made of construction grade wood emphasize the soaring ceiling height and merge into the prevailing aesthetic. One might be surprised to find that this trendy store, like store 1, is also selling used books.

Store 5
Store 5

Store 5 – Perhaps the most unique of the stores, this is defined first by the the top to bottom wood finishes and then by the contemporary parkitecture, including the shelving units carefully incorporated therin. Visions of everything from Hoss Cartwright’s Ponderosa to Bilbo Baggin’s Hobbit Hole are conjured. The place practically invites the shopper to enter a mysterious world of fantasy.

Store 6
Store 6

Store 6 – Finally we have the shop of no finishes, except of course the books, representing the weighty world of gold bound illuminated manuscripts and classic volumes read and reread over time in days when they had more than just historic value. This is the revered library showing up in Patrick Rothfuss’, The Name of the Wind.

Finally, it is of interest that, in spite of differing book sizes, the shelf heights have been maintained to form continuous horizontally aligned rows of books in all of these stores.

All photos on this site belong to the author, are used under Creative Commons or with permission from the photographer. The source may normally be found by following the link attached to the photo.

Bridget Gaddis, of Gaddis Architect, 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.

Del Ray Wedding Venders

Earlier this year I met with Katie Wannen, fellow Small Business Owner and Wedding Planner at The Plannery and we decided to start a group for wedding vendors in Del Ray. Over the Summer we collaborated on the logistics of the group and then after some interest from quite a few folks, a website was born. Del Ray Wedding Venders is a one stop shop Del Ray For Your Wedding Day!Print

I am so excited to open  this group up to all of you who may be looking to tie the knot and who may also have an interest in supporting predominately Small (Local) Businesses.

If you are looking for specialty wear for flower girls look no further than Darling Betty who offers handmade 1950’s fashions for little girls. For gifts, we feature truly life  who not only make their own skin care products but grow the ingredients and loofahs in their own backyard. It does not get much more local than that! And for invitations, the unique and truly talented duo at Sediment Press. See our other blog about their printing process here.

If you are looking for local vendors look no further. If you are a local vender and you want to join the group please contact us here.

A special thanks to Katie, the brainchild of this group and the creator of our beautiful new Del Ray Wedding Vendors website. And to graphic designer Maud Bentley of Maud Bentley Design the for beautiful creation of the DRWV logo.

I am Meghan Stewart, a photographer and small business owner of Shot In The Dark Photography.

You may reach me at:

(202) 681-9848

[email protected]shotinthedarkphoto.com

http://www.shotinthedarkphoto.com/

 

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