By Starts with a Bang

I’ll be answering a few common questions I’ve received from my readers here on the blog. Today’s question is from someone who wants to open a boutique and is trying to figure out what customers want and don’t want. Figuring out what a woman wants is no easy task, now is it?

“I have always love fashion and I always wanted to open a boutique. I would like some advice on how to go about opening a boutique, yes i have heard the traditional way of do a business plan, get funding etc.But i would like to know things such as opening a group on facebook for plus size women, and the problems they faced when shopping and try to satisfy their need.”

I myself am not a big proponent of cumbersome business plans unless you plan on getting funding for your boutique, but you should always have a simple plan to guide you along the process and to minimize the many distractions that will come your way. To get going with a boutique there are several things to consider and the following links gives you insight on ways to get one started:

• http://www.thecurvycoach.com/1166/3-ways-to-start-your-own-online-boutique-on-a-budget/
• http://www.thecurvycoach.com/1491/behind-the-scenes-of-k-staton-boutique/

However, it seems like you want to know more about market research before you even open your boutique. One of the most critical things to starting a business is figuring out who your market is and offering them products/services that they want and are willing to pay for. There are several ways to conduct market research but I’ll touch on a few to get you started:

In terms of using social media, I would recommend you join existing groups on facebook for plus size women and engage in the conversation (there’s no need to start your own group unless it’s a fan page for your business). This allows you to get to know who you would really like to target as a customer and find out what their needs, wants, and woes are when it comes to clothing, shopping, etc.  All you have to do is a simple search on facebook for” plus size” and you’ll see tons of groups/pages to join.

Twitter is a great platform to get instant feedback as well and the conversation on plus size fashion is always flowing. Search #plussize on Twitter and follow the women (and men) who are talking about plus size fashion to get the latest buzz.

Also, bookmarking plus size fashion blogs will help you stay up to date with the latest news in fashion, modeling, trends, events, etc. Start with The Curvy Fashionista, she has a bunch of resources to feed your love of fashion.

Using these methods will help you to identify problems plus size women face when shopping and what are some things they like/love about shopping. For more tips, go here:

• http://www.thecurvycoach.com/933/find-and-follow-your-customers-to-boost-business/

One of my favorite methods to discovering what your market wants is through keyword research. This shows you what people are out there hoping to find when they open up their Google or Yahoo homepage. You can use free tools like KeyWordTracker or Google Keywords Tool to start, see my quick and easy tutorial here:

• http://www.thecurvycoach.com/590/how-to-research-your-ideal-customer/

Hopefully this helps with your market research. 

Do you have a question about launching your own business? Post them in the comment section below or shoot me an email. I look forward to hearing from you!

• Staying at your job that pays the bills when you know in your heart you want to be a full-time entrepreneur
• Not asking for a raise even when you deserve it because you should be thankful you have a job right?
• Seeing the costs of your education, personal development, business, etc. when it’s really an investment ( even though the ROI is way better than the stock market)
• Meeting new friends or building your network when you’re shy or don’t know what to say
• Not working out or eating right because you’re happy with your curves
• Expanding your business when you can barely manage your current workload even though people are begging you too
   

The list could go on and on, but it’s easy to see that being comfortable is a lovely, familiar feeling where you almost never want to leave. However in order for you to grow as a person, there are some risks that you may have to take. It begins with changing your thoughts. You can’t allow this seduction to keep you from stepping out on faith and preventing you from achieving your goals. I had to be honest with myself and confess that my desire for comfort outweighed my desire to do go out or do something different or whatever that “thing” is. I turned to a few things that have always get me excited and in turn ready to do what I set my mind to doing:

• I psych myself up as if I was getting ready to perform on stage
• Play some calypso or Beyonce music to get my body moving
• Call a friend/family member and nonchalantly share my plans
• Before doing something big, I only wait til after it’s said and done to happily tell everyone about it 

These may or may not work for you, but do whatever it takes to step outside your comfort zone. One of my mentors says that she puts systems in place so that she has no choice to do what she needs to do. For example, her personal trainer even has the key to her house so on the days she’s seduced by the bed to not get up and workout, her trainer will be on the way no matter what!

Just read a post where the writer decided to take the plunge and invest in PR/Marketing and is now building an amazing platform and gaining serious exposure for her upcoming book and hopefully talk show.

I read blogs regularly about people who are brave enough to sell all their possessions and travel the world with nothing but dreams and a backpack. 

The bottom line is you have to get comfortable with being uncomfortable.

Today’s curvy entrepreneur spotlight is with Jade Greer, the owner of  K Staton Boutique a plus size boutique in Baltimore, Maryland. 

What led you to open up your very own fashion boutique?
Well, iIhave always been a plus size woman who loved fashion. I have always noticed that my options were very limited compared to the straight size market. I would always go to these cute urban boutiques in the shopping districts of Baltimore but only leave with accessories never any clothing. So one day I was looking through a magazine at places to shop locally and none catered to plus size women. That was in Dec 2007 and that was the actual day when I decided to open!
 
Was it difficult to get funding for your boutique?
It was very difficult to find funding actually I am still looking! Given the economy, banks were not looking to lend money to a start up a retail business. They would say come back after being in business for 2 years. I’m thinking to myself “I would not need you then.” My prayer is to get some time and experience in the business and try again for expansion very soon.
 
How do you choose what products to feature in your store?
I choose mostly things I love!! I am always looking for new and different designers that cater to the plus size market. I don’t want cheap, too trendy pieces. I look for quality timeless clothing. Most importantly, I want the clothes to flatter a women with curvy bodies. My girls are around 25yrs -55yrs old that want different things not what they are going to see their girlfriend wearing.   
 
What is a typical day for you like?
My day starts with giving thanks to God for another day. I try to get some things done around the house, answer emails, and do my running around in the morning before I open at noon. That never really works as I plan it. I am a small business just starting out so I am the buyer, inventory checker, boutique worker, customer service rep, book keeper, etc….I do it all because right now I can not afford to hire a worker. My days are very busy and full of things to do! I do try to leave work at work but that is one luxray of being a business owner that we don’t get. 
 
Why did you decide to focus on plus-size women?
I am a plus size women and I was tired of my options. When I looked around the mall or anywhere it is always 1 or 2 plus size stores for every 12 straight size stores. This market is over a billion dollar industry and surprisingly it is really untapped. I know this is needed and would do well because it is so much more than just selling clothes, but also showing women of size how to dress for their shape and size.
 
How would you describe your ideal client?
My ideal client is someone who is open to trying new looks:  fabric, colors, and styles! She would love fashion but most importantly herself! 
 
What has been the most memorable “a-ha” moment since launching K Staton Boutique?
The first time a repeat customer came back! You open any business with the hope of doing well, and that others like what you bring in. Each time a regular customer comes in and says I love that dress, top or whatever they bought from the boutique and their face lights up is so fullfilling to me.
 
You attended Full-Figured Fashion Week ™ 2010, what was that experience like for you?
I loved it! I was only able to attend the final runway show, but being in the midst of so many beautiful curvy women was amazing and insprirational!!!! 
 
What is the biggest challenge you’re currently facing in your business?
The biggest challenge for me is getting the word out that we are here! Also this is my first time owning a business and there is a lot that goes into it. Mostly, I try to manage the financial part carefully so I can stay open! Which is hard because there are more and more great designers coming out with amazing plus size clothing!!!! I want to offer them all.
 
What has been your biggest accomplishment thus far?
My biggest accomplishment thus far I think is coming up on my 1yr anniversay! Time really goes fast when your having fun!!!! Everyday that I get to do this is a blessing and an accomplishment!
 
What do you hope your customers to experience from K Staton Boutique?
I want K Staton to be a breath of fresh air for my girls!!! I want for the customer service to be above and beyond any other place they shop. I want them to feel that this is a place just for them to find great pieces that are priced great, offer different options, amazing quailty, and most of all fits their bodies. 

Thanks Jade for an insightful and informative interview! I wish you nothing but continued success!

K Staton is Baltimore’s best selection in trendy contemporary plus size tops, dresses, denim, and accessories. There is always something fresh and new to choose from. Whatever life throws your way…whether you need the perfect dress for a dinner date, a cute and flirty top for a night out with the girls or rule breaking business wear you will find it here. Stay up-to-date on new arrivals and sales with the K Staton Boutique on Facebook!

• It has sleeves
• Even though it has a nice print, the colors are still pretty neutral
• It’s great to wear in and out of the office
• The scoop neckline is sexy
• The hemline narrows at the knees which gives you a lovely hourglass shape
• It works for all-seasons
• It’s on sale!

It’s available in plus sizes up to 3X, click here for price and availability.

Professional

• FFF Week is a HUGE vision, thanks to Ms. Gwen DeVoe I’m reminded to dream big again
• Hosting offline events is still one of the best marketing/sales tool out there and I believe it’s critical for all plus-size businesses
• Particularly for plus-size fashion, it’s not just about the clothing, it’s about inspiring a woman to look and feel her best self
• Always warm up your leads before closing in for the sale; hosting a workshop or being on a panel is a great way to demonstrate your expertise and attract clients. People coming up to me saying they want me to coach them were music to my ears.
• The plus community still has a long ways to go in terms of “healthy competition”, there’s PLENTY of room for everyone.
• Have an objective when attending events like this and remember it’s always better to collect business cards than it is to give out, but you must remember to follow-up!
• No matter what I wish, there are many who will never want to profit from their passion. I’m at peace with that.
• There are talented and brilliant people in the plus-size community, Sonsi and Fashion Fit Formula impressed me with their innovative approach.
• There were so many designers, boutiques, magazines, stylists, etc. I’ve never heard of. Marketing skills are desperately needed in the plus community. Hire me! *hint, hint*

Personal

• I know that shopping is not my thing, but downtown NYC heightened that for me. The lights and ads everywhere were just downright annoying. I struggled to find other things to do. The bus driver from NYC to DC said she was disappointed “The National Mall” is not a shopping mall and it’s boring. Just because Macy’s isn’t there doesn’t mean there’s nothing else to do.
• Hiring a personal stylist sounds more and more appealing, think it’s worth it for folks like me
• I used to enjoy traveling, going out, and even clubbing by myself (yes you read that right), now not so much. Will I ever revert? Do I want to? I dunno…
• I need to figure out another way to get hotel deals; I’ve used up all of my Marriott Rewards points for a 1 night stay in NYC.
• New York is buzzing with hustlers, everyone is on their grind. I feel the need to step up my game too.
• Unlike many others, it’s very easy for me to disconnect from the internet when I’m away. I need to make sure the wheel is still spinning even when I’m on travel.
• Metropolitan living can be healthy, all that walking and no escalators in the subway? Oy vey! Next house I live in will be near a metro for sure.
• Meeting people off the internet is not so awkward, turned out to be pretty cool. I truly enjoyed meeting everyone.
• I feel beautiful. I felt inspired to always look my best even if I’m going to the grocery store. Will I uphold that? I’ll try my best

P.S. Did you attend FFF Week? What were the big take-aways for you?

• Erica Watson – Plus Size comedienne
• Marianne Kirby – Blogger from The Rotund and co-author of Notes from the Fatosphere
• Yuliya Raquel – Founder/Designer, Igigi
• Golda Poretsky – Founder of Body Love Wellness
• Mad Fashionista – Plus size fashion blogger and personality from Diary of a Mad Fashionista

What was the funniest discussion?Plus size women want “ho clothes” too aka clubwear lol. As the comedienne, it was no surprise Erica bust out the jokes but we all felt her sentiments. Thankfully stores like www.curvaceousboutique.com, www.sizeappeal.com, and Cha.nel Karama Ltd. have done something to help us unleash our inner sexy. 

What was the plus-size fashion discussion? 

We all agreed that while we still have a long ways to go, we are proud of the designers that are taking on the plus-size market and catering to our fashion wants and needs.  Even though it would be nice to see more plus-size models/designers during NY Fashion Week, the Full-Figured Fashion Week (TM) is an amazing platform for us, by us and we can only see bigger and better things happening in the very near future. 

 What was the most memorable moment? 

 When the sassy wife of Glen Johnson stood up and talked finding clothes that suits her personality and embraces the sensuous, sexy woman that she is. Sometimes a woman just has to say it and it was the perfect forum to express her thoughts. I knew Glen was just beaming from ear-to-ear. 

What was the smartest discussion? 

Erica Watson challenged plus-sized women to expand and reach outside the plus-size world. We’re influencing not only women who look like us but also the size 4 women who have body image issues as well. She challenged us to even look outside of plus modeling, we have other talents and there’s a huge need for plus-sized actresses, consultants, directors, photographers, etc. Erica also touched on the fact that the plus community helped her to be more conscious of the roles she takes as an actress in Hollywood; she does not want to feed into the stereotypical fat actress just to make a buck. 

What was the “woo-woo” discussion?Don’t get me wrong here, I love Yuliya, she’s so full of passion and it definitely shined during the panel discussion. She reminded us many times that the things we fuss about don’t matter, we’re beautiful human beings, we should celebrate our diversity, and it’s truly about our hearts and souls. I agree with everything she says, but the way she expresses herself reminds me of the people who worship the “Universe” and are ready to start singing Kumbaya at any given moment lol. 

What discussion was the toughest to swallow? 

Dealing with sizism in the plus size community. Not only do we have non-plus supporters disrespecting us and leaving negative comments on our blogs/websites, but there are also plus-size women not accepting plus-size women who have lost weight and are no longer a part of the “fat girl’s club” or discriminating against those who are larger than the hourglass size 14s and 16s.  On the flip side, there are those who say that size 12s and 14s aren’t really plus-sized either so they don’t count.Then there was also a discussion on the pressure of losing weight.  It’s easy for us to tell another they look great when they’ve lost a few pounds and it can be implied that they didn’t look good before. It’s a fine line to cross but I suppose that congratulating them would be better. Agreed? Clearly, you need to have thick-skin and be confident in who you are and your size in order to deal with these harsh realities – tough to swallow.

 Where did the weight-loss discussion come in?

 Naturally once the weight discussion popped up, a few women told their amazing success stories of losing weight ( one lady lost 100 pounds) but still are considered plus-sized. Even though they’re still plus-sized, no one tends to see the achievements they’ve made and it can be quite frustrating. The discussion continued on about being healthy at every size, that you can be a size 2 and be unhealthy and you can be a size 18 and be healthy. It’s a concept that’s not easy to grasp in our society, but the community is working hard to prove that statement true. 

Speaking of bold, what was the most daring discussion? As the weight discussion carried on, many women said yes, they’re healthy, they work out, they eat healthy and take care of themselves. However, Mad Fashionista said she just wished someone would be unapologetic about being a plus size woman.  Be truthful and say you know what, I love to eat, I don’t workout, I eat what I want and I’m plus-sized – deal with it! Ha! 

What was the “let’s face reality” discussion? 

The group of men and women who were in that room and attending Full-Figured Fashion Week (TM) are like an elite group of people who feel great about themselves regardless of size. Many of the women expressed that outside of those doors, their friends are not into size acceptance, that many are holding their lives back because they’re hoping to lose a few more dress sizes. In the end, we realized just how special it is to be in this position and shared our immense gratitude for an environment where we can just be surrounded by women who look and feel great. 

As you can see we covered a range of emotions from feeling frustrated, vulnerable, misunderstood to beautiful, sexy, and inspired.  

 What topics peak your interests?

me and Asia

Even though this event wasn’t officially part of the Full-Figured Fashion Week ™, once I received an invitation to attend a bra fitting from Lane Bryant and the opportunity to meet the ladies behind Gemini Magazine, plus model Asia Mone’t and the author of “The Curvy Girls’ Guide to Style”, Chastity Garner – I knew I had to go. This event was more my pace and boy can you tell from the pic I needed a new bra? Yes indeed! LOL 

Before I entered Lane Bryant on Herald Square, there was a member of the Sonsi Team, the sponsors of FFF Week and she handed me something I have been meaning to get for a very long time – a compact mirror! Yes! 

 I was then warmly greeted by Latima, the Editor-in-Chief of Gemini Magazinei who’s a twitter buddy of mine and I’ve contributed articles through her as well. I also met the woman behind Gemini, Sommer Johnson and Kawana, the Fashion Editor. 

SommerLatima

Kawana

To sweeten the deal, not only did I walk away with new undies but the goodie bag came equipped with chic earbuds dressed in pink Swarovski crystals, double stick tape for clothing, and bra accessories provided by Braza. Goodie bags are always fun especially when they’re packed with things I can actually use

It was a fabulous event and before I knew it, it was time to prepare for the finale of FFF Week…

packed house

You got the scoop on what I talked about yesterday, so I think it’s only fair that you get an overview of the other panelists whom I was completely honored to meet. By the way, this event was sold-out and it was quite inspirational to see so many designers, boutique owners, stylists, jewelry designers, etc. come to support and network.    

Jennene Biggins of The Voluptuous Company, Inc. hosted the event and talked about building a reputable and consistent brand for your company. She asked thought-provoking questions that lead to a really informative discussion amongst the panelist and attendees.  

My twitter buddy, Stephanie Penn-Danforth, Editor-in-Chief of www.DailyVenusDiva.com talked about the important of building authentic and strategic relationships and also touched on being able to provide the best content for her readers. Stephanie has her hands in radio, event production, writing, and philanthropy as well. I’ve had the opportunity to contribute articles to her website and it was truly a pleasure to finally meet her in person.  

Tonye Fubura, Director of Melons and Peaches (lingerie line launching in 2011) talked about the importance of intellectual property, trademarking and protecting your brand.  She also shared resources and told us step-by-step how to get it done. I got the opportunity to speak with her personally and learned that she teaches business courses in a city called Oman which is just four hours from THE Dubai! She’s currently spending her summer break in the states, talk about a global lifestyle huh?  

Rhonda Wilkins, CEO of Diva’s Unlimited, Inc. and Executive Director of The S.T.A.R.S. Leadership Foundation shared with us tips on how to pull off a successful fashion production. She talked about her journey from singing to plus modeling and taking advantage of an opportunity to produce a fashion show in a limited time. These experiences prompted her to launch into event planning/fashion production. She believes in giving back and uses her fashion production skills to raise funds for several charitable organizations and have been an active voice in the plus community for many years.  

Rhonda

It’s so funny, I didn’t realize until Glen said “nice to meet you” that we hadn’t met in real life. Oh, the power of the internet. Glen Johnson of Full Figure Network, Inc. and author of www.FullFigurePlus.com talked about his special journey of doing whatever it takes to find lingerie for his sassy plus-sized wife to becoming a full-time plus-size blogger. He shared tactics such as affiliate marketing, advertising, and told us to have a unique voice and be in it for the long-run cause chances are you won’t be making a full-time living out the gate.    

Yuliya and Glen

Being able to hear what Yuliya Raquel, Founder and Designer of www.Igigi.com had to say was such a delight. She was bursting with passion, she could hardly contain herself. She talked about the importance of celebrating the customer which she does absolutely well. I believe 1 out of 3 women in attendance was wearing or at least own one of her pieces. One of the things she mentioned was that too many designers today focus on themselves and what they’re able to accomplish when their efforts and attention should be on their customers. I agree! Clothes is really a tool to make the woman beautiful and Yuliya and her team knows her to craft emotion and inspiration in their branding and designs which is not easy for many business owners. Brava!  

There you have it, stay tuned cause there’s more scoop to come! If you have any questions, please comment below!  

Just because you have a business does not mean you have a business model. We all know of businesses that have no type of standard way of doing things; operations are the last thing on their minds. What typically happens in situations like this is customers don’t know what to expect, they’re confused, or don’t see the need to spend their money with you again. If you take a minute to map out what systems you need and how your business will actually operate from the time you get a lead to the sale to the follow up, you and your customers will be much better off.

Be clear about your target market. Since I was speaking to mostly people who were interested in plus-size businesses I told them that not all plus-size people are the same, you can’t box them into a category like dresses, shirts, etc. If you want to sell weightloss products or services, the same message might not appeal to the curvy fashionista who’s comfortable with her current size.

Pay attention to your cashflow. Whether your business makes 4,5 or 6 figures per month, you have to make sure that your clients pay you on time and that you work out a payment plan with your vendors so you’re not strapped for cash. You have to plug the money leaks in your business to prevent this from happening. Just like real estate, you make a profit when you buy not when you sell. Meaning, don’t buy tons of inventory up front at high prices and then you have no way of re-selling them for profit. Work out contracts and payment plans so that all your money is not dumped into one place without money coming in to sustain you.

Popularity is not equal to being rich. My mentor Pam Slim once told me it’s easier to be popular than it is to be rich and that is very much true. Reality TV anyone? Lol. I know that it’s great for the plus-size industry to be seen more in mainstream media and have our voices are being heard. However, let us not lose sight of the bottom-line. There are corporations out there who are in it just for the money and are taking advantage of free publicity to feed your desire to be heard. Go ahead and be in the spotlight, but have something in your pockets to back it up with besides press coverage.

Some may not like me being so upfront about being profitable and I made it clear that if you’re just passionate about it and don’t care about the money then start a charity or non-profit or let it be just a hobby – there is nothing wrong with that. If on the other hand, you’re struggling to make ends meet yet you’re seen all over the media think about this - if  you want to continue to expand your reach and help more people, you’ll need some dinero to make it happen. Agree or disagree?

P.S. Here’s a nice video of pics, Jennine put together of the panel. Enjoy!

P.P.S. I’ll be sharing more scoop from Full-Figured Fashion Week (TM), so stay tuned…

Having multiple streams of income sounds oh so glamorous, but it’s not always easy to achieve. Anyone working two jobs can attest that eventually the hours will wear and tear you down. If you’re working full-time it can be exhausting trying to get your business off the ground on a part-time basis as well. The way to go about generating multiple streams of income is to focus on passive income.  So what really is passive income? Glad you asked…

According to wikipedia, Passive income is an income received on a regular basis, with little effort required to maintain it. For example, rental income from property, dividends from stocks, website advertisement, etc. It typically requires upfront work to get it set up and then once the hard part is done, the money comes in.

One of the easiest way to figure out what type of passive income you should generate is to make the most of what you’re doing currently and seeking opportunities to expand on that. That’s what is nicely termed “leverage”. For example, let’s say you own a fashion boutique downtown. What are some other services that you could offer your customers? Maybe you can offer personal styling packages or professional makeup to go with their newly purchased outfits. Maybe you could partner with the hair salon next door and earn a 15% commission for every customer you refer. You get the idea right?

In terms of your job, how can you leverage your current skills to earn extra income? Can you package your knowledge into a tutorial ebook and sell it online? Can you sell products related to your services as an affiliate? Sure you can! Let’s say you’re an accountant or budget analyst. People will prefer buying accounting programs like Quickbooks or tax software like TurboTax from you as a trusted source. Therefore, you can earn commission as an affiliate just for making relevant product recommendations.

Think about the additional value you can offer your client before or after working with you. Another example is if you work as a wedding planner, you know that it requires a ton of work and skills before the big day. You can build your own team of strong referrals to what essentially looks like a full-service wedding company. Then you can charge your clients a one-stop shop planning fee and outsource to your referrals. Your client won’t have to stress about finding multiple vendors and you won’t actually have to do all that extra work yourself. That is how you deliver value the passive way.

The point I’m trying to make is to not stray too far from what you’re doing now especially if you enjoy it. Take inventory of the experience you currently have or the things that you enjoy doing. If others are being paid to do those things then chances are you can too. There’s nothing better than getting paid for what comes easy to you. Don’t make the mistake of going out of your way taking up extra jobs you know nothing about thinking that’s going to work for you long-term. That’s a pretty active and taxing approach, not passive.