business digest
DESCRIPTION
A 2012 publication of the Headliner NewsTRANSCRIPT
business DIGESTchristian county
socialize, page 2
Using social mediain business advertising
September 26, 2012
the new normal,
page 3
Consumerismtakes on new
dimension
closing the digitalgap, page 6
Legislators sayInternet sales tax
needed.
Saturday afternoonfever, page 5
Community effortbringing in
business.
DONNA OSBORNHeadliner News
While all businesses felt the eco-nomic impact of the financialcrash in 2008, not many felt it
worse than the auto industry.While politicians trade barbs as to
whether the federal rescue worked, thereprobably won’t be much of an argumentcoming from dealerships or their employ-ees who weathered the crunch.
In Christian County the Chrysler-Jeepdealership folded, at least in part, becauseof the financial climate. Four years ago,each day brought new reports of dealer-ships closing across the country.
“The overall U.S. car market dropped innumbers,” said Brent Hanks, sales manag-er at Dennis Hanks Chevrolet, Ozark. “Nowit is projected to go back up to 12 millionand maybe 14 million over the next fewmonths.”
According to a recent online UPI report,“... auto sales are expected to reach 14.2million to 14.3 million vehicles this year,easing concerns of a sales slowdown dur-ing the second half of 2012. GeneralMotors estimates industry sales of 14 mil-lion to 14.5 million this year because ofpent-up demand.”
But as the economy recovers, successfuldealerships have had to make somechanges to accommodate the new normalin consumer buying habits.
“We cut back on our inventories becauseoverall demand for cars would be down inthe (bad) economic times,” Hanks said.“But with the gas prices going up anddown, it was hard to figure just what to
inventory.”Traditionally for the Hanks’ dealership
nestled in the heart of the Ozarks, big, lux-ury pickup trucks and SUVs that can haullivestock trailers for the farm or boats tothe lake made up about 60 percent of sales.Now that has changed.
“We are more balanced now in trucksand cars—about 50-50,” Hanks said. “Weused to be up about 7 percent in trucksand SUVs.”
And now the cars reflect the consumersconcern about rising gasoline costs andthe government’s movement toward fueleconomy.
“These cars were already in the pipeline,”Hanks said of GM’s response with fuel effi-cient models. “The gas prices broughtthese out on the market a little sooner.Today it is a driving force in what you sell.Chevrolet got back into the car business.”
Hanks said his best selling model today isthe Equinox, a mid-sized fuel efficient SUVthat averages 30 miles to the gallon.
“It’s been our most consistent vehicle all
the way from 2009,” he said. And that has not only to do with fuel
economy, but price—$23,000 to $32,000.Hanks also said the introduction of theChevy Cruze, Sonic and soon-to-the-showroom Spark, has given dealershipslike his a better footing in the small-carmarket.
UPI reported that sales of those models,including the Chevy Volt, a plug-in hybrid,set monthly records in August.
But for Hanks Chevrolet, trucks and SUVsstill hold value for their customer base.
“We don’t have mass transit in our area ofthe country,” he said. “They don’t under-stand our transportation needs.”
Hanks means that what Detroit mayproject to be good sellers in the metropoli-tan areas, doesn’t necessarily mean it is afit for more rural areas like ChristianCounty.
For Ozark’s Campbell Ford, just acrossU.S. 65 from Hanks, the story is much thesame.
“What really changed the most was themix of vehicles,” said owner RogerCampbell. “We inventoried a mix of lesserexpensive vehicles. Banks didn’t loan verymuch.”
Campbell said he also reduced inventorysome, but now things are bouncing backand production is catching up withdemand at Ford.
“We cut back a little bit in inventories,”he said. “Now we are needing a little moreinventory; Ford is now to the point thatthey can produce it.”
Local auto dealerships adjust to changing market.
‘On the road again’Part of the
downturn wasdriven by the high gas
prices—that started thesmall-car rage.”
Roger CampbellCampbell Ford
“
see AUTO page 2
Donna Osborn/Headliner NewsOwner Dennis Hanks and son Brent, sales manager at Dennis Hanks Chevrolet in Ozark, adjusted inventory in response to the auto market.
Entire contents copyright 2012©Neighbor News
helping hands, page 4
Communityinvolvement isvital for good
business.
EMILY LETTERMANHeadliner News
When a customer didn’t show to pick-up a custom created Stacey’s Sweetcake, Amy Shelor knew
exactly want to do.“I put a picture of it on
Facebook,” she said with asmile. “We’ve had this happenabout four times now and eachtime I post them on Facebook,they are gone by the end of theday.”
Gone, thanks to customerslike Erica Crain who drove fromSpringfield for the discounted WWE cake.
“I was on the west side of town when I readabout it on Facebook, but the cake is sogood, I knew I had to have it,” she said. “I’mso glad I saw it on Facebook because every-one at the office is going to love it.”
Shelor said without the Facebook post, theOzark shop would most likely have lost timeand money on the cake, something the near-ly-year-old bakery could scarcely afford.
Through picture posts, weekly specials andaudience flavor recommendations, Stacey’sSweets uses Facebook as a source of advertis-ing. The right move in an increasinglymedia-aware economy, Tara Rawlins said.
“Social media gives businesses the poten-tial for a two-way conversation,”said the owner of RAWMarketing LLC. “Businessesneed to be using these tools tospread the word of mouth abouttheir business. Social media islike a word of mouth recom-mendation on steroids.”
For a business social media,Rawlins recommends 70 per-
cent of posts be educational and informa-tive, 10 percent of posts should give readersthe personal peek into the business theycrave and only 20 percent should deal withdirect sales and marketing.
“The No. 1 thing I tell people to post is pic-tures,” she said. “People love seeing and
sharing pictures. They can be of products, anew display and especially behind-thescenes things around the business. AFacebook page makes a business morehuman and approachable, so people want tosee those sorts of pictures.”
On the same note, Rawlins also warns busi-nesses to be careful not to share too much.
“You might not want to post pictures froman office Christmas party where everybody isless than proper,” she said.
Shelor said she typically post pictures of,what else, cupcakes.
“We like to post the weekly flavors,” shesaid. “Reading about a cupcake is good, butseeing a picture of it makes you want to haveit.”
Neighbors across the Ozark square, Ben’son the Square also uses Facebook to adver-tise, hoping to reach out to the youngercrowd.
“Facebook is all about seeing and beingseen. When someone checks in here, otherstake notice,” said owner Jared Crawford. “It’sall about the exposure.”
While the doors have only been open atBen’s four months, Crawford said business isbooming.
“The more streams of exposure you can getout there the more the people will come,” hesaid.
While being active on the top three—Facebook, Twitter and LinkedIn—is impor-tant, Rawlins encourages new users to take itslow.
“Don’t get overwhelmed trying to do themall at once,” she said. “Try Facebook first.Once you get the hang of that—and you willeasily—you’ll quickly catch on to the others.Having an inactive social media account isworse than having none at all.”
christian county business digest2
Socialize
1020 NORTH 18TH STREET OZARK, MOwww.hankschevrolet.com
Dennis Hanks 417-581-7513 Ozark, Missouri
3329
21bm
DISTANCEMATTERS.Chevy has 10 models offering
30 MPG highway or better1.
The 60 MPGe2 Volt
1 Based on EPA estimates. Visit fueleconomy.gove for details. 2 EPA-estimated 60 MPGe combined composite is a blend between all-electric range and gasoline-powered range which is based on 94 MPGe (electric) and 35 MPG city/40 highway (gas). Actual range varies with conditions. Volt is available to order at participating dealers.
Social media key tobusiness advertisingin new marketplace.
LIKE: Clockwisefrom above: KallieWeydert frostscupcakes withStacey’s Sweets’famous butter-cream. AmyShelor updatesthe Stacey’sSweets Facebookwith this week’sfeatured cupcakeflavors. The shopproudly displaysits officialFacebook sign inthe window. Ben’son the Squareowner JaredCrawford whipsup a cup of Joefor an early morn-ing customer.
Emily Letterman/Headliner News
from page 1And again that inventory is driven by the consumer reacting to fluctuating fuel prices.
Campbell said his best selling models reflect that.“It is our small cars—our Fusions and our Escapes,” he said. “Part of the downturn was driv-
en by the high gas prices—that started the small-car rage.”Another factor entering the car market is pre-owned vehicles. Now, with consumers trend-
ing toward economy and savings, that market has changed too.“Prices for new cars have stabilized,” Hanks said. “But the prices of used cars have gone up
slightly. People are keeping their cars longer.”And that means that trade-ins generally have higher mileage.“We are looking at vehicles that have over 100,000 miles—they’re not as re-saleable,” Hanks
said. “To get the 50,000-mile, really nice used vehicle is tougher.” According to the same UPI report, the average vehicle on the road today is 11 years old.Not only is fuel economy driving the consumer, but good deals in financing sweeten the
pot.Offered to buyers with excellent credit, the zero-percent financing plan, according to the
experts, does not impact profit margins like cash rebates. Today’s consumers are more educated and knowledgeable when purchasing goods and
services, they have technology at their fingertips for price comparisons but seem to have lesstime to making big-ticket decisions.
Local auto dealerships like Hanks and Campbell Ford have responded to the change in con-sumer buying habits while remaining focused on what still counts for much in the Ozarks—customer service and community relations.
Neither had to terminate employees to stay in business, but reduced payroll through attri-tion.
“We had a couple positions where the employee retired and we didn’t rehire,” Campbellsaid. “We didn’t fire anybody.”
Both dealerships focus on customer service and are places where everyone really doesknow your name.
“Trying to find a new customer is twice as difficult as keeping your current ones,” Campbellsaid. “So keeping your customers is more important than ever. But if they can’t buy a new carwe still have a good solid service business.”
Auto
DONNA OSBORNHeadliner News
Four years ago in October the stock market crashed,the Dow Jones Industrial Average slipped from a12,000 close in July to end the day Oct. 6, 2008, at
8,579. The market even slipped farther than that. ByMarch of 2009 it sank to 6,626 and then began a slowarduous climb with peaks and valleys to the 13,500 markthis month.
The retirement accounts of ordinary people shrank byat least a third in a few weeks and big and small investorssaw portfolios diminish day after day.
The housing market, bouncing on an artificial bubblefor some time, collapsed and home values plummetedand may never completely rebound. Firms went brokeand many that didn’t reduced costs by laying off employ-ees. People lost jobs, some lost their homes. But almosteveryone reacted to the down economy—termed reces-sion or depression—by changing buying and spendinghabits.
It’s the new normal.And while many with an environmental conscience
always made good use from things some consideredwaste, recycling and upcycling has moved from the fringeto center stage. It’s an outgrowth of necessity fostered byescapism.
John Zobgy at Forbes.com writes that consumerism hastaken on a new dimension.
“Coupled with this economic imperative is a willfuldesire for a simpler, more meaningful and less acquisitivelifestyle,” he says. “In the book I call it SecularSpiritualism, a construct based on people’s attitudesabout the American dream and defined as those whobelieve that the American dream is measured in spiritual,not material, fulfillment. I am not talking of spiritualismin just a religious sense, but rather a broader wish for asimpler life that includes hobbies, volunteering and, per-haps most important, finding that elusive ‘quality time’with family and friends.
“Upcycling is taking waste and making it into some-thing that has equal or greater use or value. ‘Isn’t that thesame as recycling?’ I asked myself. As it turns out, no.”
The Internet is home to a plethora of do-it-yourselfremakes from the single crafter to the trendy upscaleniche market like Marty Steven’s Heebner’s Rebagz.
Rebagz makes handbags out of juice packs and nylon ricesacks.
Entrepreneurs like Joey Santley and Steve Cox builtReSurf.org that upcycles broken surfboards into asphaltfiller.
And there’s a new twist in the social media sphere withthe phenomenon of Pinterest where anyone wired canpin favorite ideas and projects to a virtual wish list.
“It’s fun to pin all the different do-it-yourself crafts,recipes and funny quotes to your boards,” said Sparta’sTonya Bohannon in an earlier interview. “I love that it’spersonalized. You only pin the things you like and organ-ize it the way you want onto your boards.”
Then for the virtual flea-market shopper there isEtsy.com. Many things found for sale there are made withupcycled items. CDs might have found a life as a clock orold vinyl recordings could be jewelry; and of courseeverything old is new again with vintage clothes datingback to the ‘40s and ‘50s up to the late ‘80s.
Old wool clothing can be felted and redesigned intocontemporary handbags that adorn the shelves of amuseum store or the pages of popular catalogs.
The way we were has necessarily made us the way weare now with upcycled items growing in popularity.
Consumerism takes onnew dimension.
The new normalchristian county business digest 3
DONNA OSBORNHeadliner News
Josie Wodtke, owner of Weezie’s upscaleresale shops in Ozark and Branson, saysshe was able to expand her business
because of a customer base that continuesto want quality but at much more reason-able prices.
“People are more conscious with theirmoney these days,” she said. “And many ofthe items I have in my store may be consid-ered a luxury. But at my prices, these luxuri-ous items are well within the budget ofworking women who watch their pennies.”
Wodtke also buys clothing outright, whichgives those women with overloaded closetsa way to make some money too.
During the last 10 years, shopping resalehas become one of the trendy ways to stayfashionable; and for some it is also a way topair unique finds to enhance individuality.
But for most women with children, resaleis a way to stretch a dollar, especially on chil-dren’s clothing.
“I shop for my kids most of the time,” saidOzark’s Robyn Russell. “You can get more foryour money and the clothes are just as nice.”
Russell is a regular customer at La
Boutique, a resale shop for the entire family.Owned by Michelle Kautz and Melissa Glass,the shop’s been in business for about eightyears.
Kautz said that since the shop opened,business has always been good because theycatered to women, men and children, but inthe last several years, it’s been even better.
“People are shopping resale first and thengoing elsewhere,” she said. “Their moneycan go a whole lot further here. People arespending their dollars more wisely. Thereare a lot of people who never shopped resalebefore, now they just love it. And why not?We are an upscale resale shop, not a thriftshop. We have the same designer items as a
department store.”Russell said she wasn’t a stranger to shop-
ping resale before the economy stalled, butis much more conscience of spending habitsnow.
“I did shop resale,” she said. “But not asmuch. With the economy today I shop moreresale and Ozark has really nice resaleshops.”
La Boutique also buys gently-used itemsoutright and will take limited items on con-signment. Neither La Boutique nor Weezie’sare thrift shops. But thrift shops can also be
just the perfect fit for someone with imagi-native upcycling in mind.
Thrift shops—including Neat Repeats andthe Goodwill Store in Ozark—will generallysell their wares for much less. Pennies on thedollar. All of the clothes are donated andmost have been worn before. With someresale shops, the owners contract for buy-outs of clothing from stores that are over-stocked or going out of business; a good por-tion of the inventory is new, but maybe oneseason past.
Resale boutiquesbenefit from turn
in economy.
La Boutique co-owner MichelleKautz, left, helpsshopper RobynRussell, Ozark, selectclothing for her new-born.
Donna Osborn/Headliner News
Below, Josie Wodtke,owner of Weezie’supscale resale shopsin Ozark andBranson, puts thefinal touches on adisplay.
file photo
Many of the items Ihave in my store may
be considered a luxury.But at my prices, theseluxurious items are well
within the budget ofworking women whowatch their pennies.”
Josie WodtkeWeezie’s owner
“
christian county business digest4
AMELIA WIGTONHeadliner News
In the spring and summer, the Sparta ParkBoard hosts an outdoor monthly movienight. Families gather to roast hot dogs
and marshmallows then throw blankets onthe grass, sit back and watch a family movie.
But these movie nights wouldn’t be possiblewithout Mike Fouts. Fouts doesn’t help planthe event. He’s not even on the Park Board.Fouts owns the local grocery store, J & MFoods, and donates food to the cause eachmonth.
“I can’t count the number of times (J & MFoods) has given us stuff, especially for the cityand for the park,” said Park Board memberMike Younker. “(Fouts) is real good aboutdonating and he’s a real good guy. He alwaysgives back to the community.”
Fouts has owned and operated J & M Foods,located on state Route 14 in the heart ofSparta, for 23 years and says helping the com-munity is important.
“I think businesses need to be involved inthe community,” he said. “You reap what yousow and if you do things for the community,
they’ll support you.”Dori Grinder, Ozark Chamber of Commerce
director, agrees that when a business helps thecommunity, it ultimately helps business.
“Being involved in your community is one ofthe least expensive ways to draw attention toyour business,” she said. “Whether you are inthe service industry or retail, being involved inyour community by adopting a class or host-ing a can drive or coat drive for a charity willgrab people on an emotional level, possiblywhen they’re not looking for your service. Butthey’ll remember when it’s time to buy. I thinkit shows that you care for your community andyou have concern for your community.”
Throughout Christian County, businessesare always getting involved for a cause.Annually, Ozark and Nixa banks have a fooddrive competition. Wrapping up in July, thisyear’s winner was Liberty Bank collecting 737pounds of non-perishable food items. ButLeast Of These, Christian County’s only foodpantry, was the true winner, receiving 2,725pounds of food.
“This food drive made a tremendous differ-ence this month,” Least Of These DirectorSusan Kendrick said in August. “At this point,we are so grateful for donations because it’s
beenstanding-
room-only atthe pantry. We
really appreciatethe banks collecting
this food for our families.”Helping the community does-
n’t have to be monetary donations or cannedfood drives. It can simply be donating time,such as organizing a business Relay For Lifeteam or adopting a class through the localschool district.
This is the first year the Ozark Chamber andOzark School District have teamed up to part-ner businesses with classrooms. And it’s some-thing that is a win-win for all. A similar pro-gram has been a success in the Nixa R-2School District for numerous years.
The adopt-a-class program pairs participat-ing Chamber businesses with an Ozark pre-school through sixth-grade class for the 2012-13 school year.
“With a little creativity you can get in front ofthese kids, who are going to be your futurecustomers, and they will go home and talkabout what happened at class to their parents.The benefits are exponential,” Grinder said.“It’s such an inexpensive way to potentiallygrow your business.”
The bottom line is, giving the community ahelping hand will help in the business world.And, Grinder said, businesses who give backusually get so much more out of the experi-ence than good PR.
“I hear this from all the different businesses
that are involved—they get so much moreback from it than they ever thought. The pay-back isn’t always the way you are looking for,”she said. “Paybacks might not be immediate orin a way you expected, but giving to the com-munity is a tremendous way to be connectedand show that you care.”
Paybacks might notbe immediate or in
a way youexpected, butgiving to the
community is atremendous way
to be connected andshow that you care”
Dori GrinderOzark Chamber of Commerce
“
• Jump into the local scene by doing meet-and-greets—while handing out free samples or literature—or sponsoring a parade float or local sports team. Hold presentations at community and senior centers and offer free samples and marketing materials for attendees.• Tie in causes that are aligned with your company’s vision and purpose.
• Become media friendly. If a reporter requestsyour comment about new competition in town,it’s a great opportunity to mention how wellboth businesses can serve the community.• Commit for the long haul. Don’t over-commitor choose a cause you or your employees aren’tenthusiastic about. Be ready to give as much ormore than you may immediately receive inreturn.• Be creative: Donate extra office supplies to
local schools or shelters, give out bags or team posters with your company’sname on them at amateur sporting events and participate in or sponsor holi-day-themed events.• Entrepreneurs, partners or employees can participate in career day events atlocal schools or serve as keynote speakers at municipal or collegiate events.
Source: www.business.com
A G R I S E R V I C E S5 8 1 - 3 5 2 3
LargeSelection of
HuntingSupplies
Stop and Visit with us at Farmfest Oct. 5, 6, 7
3329
23bm
HELPING hands
Communityinvolvement is vitalfor good business.
417-581-0000Bernard Tellez, DDS Grant Olson, DDS
FREMONT HILLS DENTAL CENTREFREMONT HILLS DENTAL CENTRE
332918a
Treasure Your Smile!We Offer One Day Crowns!
Introducing the Cerec machine to our patients!
Get involved
christian county business digest 5
BRADY BRITEHeadliner News
Arecent Saturday in Billings brought a sight locals hardly recognized: Atraffic jam of shoppers. Sheila and James Burks are used to business com-motion at their own shop. Open just one weekend a month, Pheona’s
Vintage Market often attracts a mob of consumers with trucks and trailers toscour and empty the store’s ever-evolving inventory. But seeing the same com-motion throughout town—that was new.
“I’m thrilled the whole town has gotten on board. I think that’s great for thecommunity and good for everyone. It’s like one-stop shopping,” Sheila Burkssaid.
That’s the goal of Billings’ Second Saturday self-promotions. City officials andcivic leaders are finding new ways to promote existing businesses—and even-tually attract new ones—and they’re succeeding using only what they alreadyhave.
The event leverages Billings’ small-town charm and many walking-distancestorefronts to promote local commerce by setting aside one weekend a month,built around established local businesses, and making greater downtown a sortof outdoor mall.
“If we have good weather, it’s just a great little walk to take to go from Pheona’sdown to Washington Street and back up,” said Jerry Ragain, community activistand owner of Billings EZ Stor. “There’s a crosswalk on Highway 60 to get over toCasey’s (General Store), so it’s a great little pedestrian area that we’ve got.”
Second Saturday is the brainchild of Ragain and other members of theBillings Economic Development Committee, founded by City Treasurer ChrisHopkins. The committee formed to pool public and private resources toadvance community ideas. Just in its first year, the committee hasn’t yetrevamped the town, but events like Second Saturday are turning heads,Hopkins said.
“This is for the best of what we’ve got, to increase sales tax revenue and let cit-izens around here know what we have to offer,” Hopkins said.
The idea was simple: Take the clientele already in town for the one-weekend-only stores, add community events like a farmers market and firefighter meet-and-greet, ensure other businesses will be open that weekend and get the wordout.
Six “Saturdays” into the plan, word is spreading. The Burks are greeting cus-tomers from greater distances. James Burks opened a tearoom-style foodstand—“Pheona’s Junque Food”—that sells out regularly. The economic com-mittee has produced a local business directory and is planning a Christmasbazaar in November.
And coordinators are getting it done with the help of their business neighborsand little else.
“It’s a good first step, kind of a natural first step for us,” Ragain said. “The nextstep is more business development, actually helping people find businesses inBillings and establishing businesses in Billings—some networking. This is justour first step to get our name out there and get something started.”
I’m thrilled the whole town has gotten on board. I think that’s great for the community and good
for everyone. It’s like one-stop shopping.”Sheila Burks
Billings business owner
“
Saturday afternoon fever
Brady Brite/Headliner NewsSHOP ‘TIL YOU DROP: Billings city officials and civic leaders are finding new ways to promote existingbusinesses and eventually attract new ones by hosting Second Saturday self-promotions.
Tope Insurance“Experience the Difference”
3329
19a
INSURANCE COVERAGEto protect your home, car and so much more
Community effort turning sleepy stores into bustling scenes.
christian county business digest6
BRADY BRITEHeadliner News
It might be the only tax legislatorson both sides want to expand. Inan even bigger political twist,
state lawmakers are pleading for thefederal govern-ment to imposethe tax.
It’s the Internetsales tax, and leg-islators sayMissouri’s lack ofit is forfeiting mil-lions of dollarsand untold extrajobs.
The long-stand-ing nationwideloophole is whyM i s s o u r i a n srarely pay salestax for onlinep u r c h a s e s .Federal lawstates a businessmust have aphysical pres-ence in thebuyer’s state, orelse that statecan’t impose asales tax on the purchase.
Current and former legislators saythat creates an issue that tran-scends party politics.
“The reason I believe in it is justsimply because of fairness,” said JayWasson, state senator, R-Nixa. “Ithink our local retailers are beingput in a position where the cus-tomer can come in and kick thetires, see if they like it and then goonline and buy it. That’s unfair.”
According to a University ofMissouri study released earlier thisyear, it’s unfair to the tune of $468million. That’s the amount the studysays Missouri could accrue by col-lecting Internet sales tax and partic-
ipating in cooperatives like theStreamlined Sales and Use TaxAgreement, an online collectionsystem more than 20 states haveadopted to increase revenue fromdigital storefronts.
But Wassonstresses that thefigures are esti-mates.
“It takes every-thing sold onlineand assumes noone’s paying salestax on it, and weknow people arepaying becauseAmazon chargedme the last time Ibought some-thing,” Wassonsaid. “It alsoassumes everyonebuying onlinewould pay the tax.Both assumptionsare incorrect.”
Online marketslike Amazon.comvoluntarily chargestate sales tax—an option all busi-
nesses have but few use, because ofthe loophole.
Multiple bills have been intro-duced in Congress that would makeSSUTA the national standard, butnone have passed.
Former state Rep. Ray Weter, nowa Christian County commissioner,says the lack of action is frustratingat the state and local levels.
“I think the legislature runs up,and then they stick their toe in thewater and then back up because it’stoo cold or too hot,” Weter said.“They’re going to flirt with it untilsomebody demonstrates the will todo what they think is right.”
bradyb@ccheadliner.
Legislators say Internet sales tax needed.
I think our localretailers are
being put in aposition where the
customer can come inand kick the tires, seeif they like it and thengo online and buy it.
That’sunfair.”
Sen. Jay WassonR-Nixa
“
on the futureprice check Closing the
digital gap
EMILY LETTERMANHeadliner News
Have you ever showroomed? It’s a simplequestion, with a simple answer—thatis, if you know what showrooming is.
“You see it a lot at big box stores and onBlack Friday,” said Kent Hulsey, service man-ager at PC Solutions,Ozark. “People compari-son shop all the time withsmartphones. You don’tsee it as much in ChristianCounty, but I know it’s outthere.”
Showrooming—the actof checking out a productin a store then buying itonline for a lower price—is on the rise. According toa Nielsen report, morethan 40 percent ofAmericans showroom andthat number’s growing.
“Think about all thosebrick and mortar storeslike Circuit City whichhave gone belly up.People even say Best Buyis even on the brink,”Hulsey said. “That beingsaid, we don’t fault any-one for comparison shop-ping, we know everyonewants the best deal outthere.”
And finding the bestdeal is what today’s tech-savvy shoppers are all about. A simple Googlesearch for “shopping apps” reveals pages ofhelpful tools all designed to make your jobeasier.
The New York Times named the app RedLaser—which allows shoppers to scan productbarcodes and search the Internet for a pricecomparison—one of its top 10 must-haveapps for the iPhone. Other apps are designedto save you money where you already shop.CNNmoney.com recommends CouponSherpa. This handy app brings hundreds ofcoupons from major retailers and grocery
stores to your phone. At Lowe’s? Check ifCoupon Sherpa has a coupon for 20 percentoff your hardware purchase, then simply flashyour phone at the checkout.
Have a bunch of story loyalty cards floatingaround in your wallet? Try Key Ring. Just scanthe code on your card and the app stores yourinformation and punches. Have the clerk scanyour phone next time and you’re already halfway to a free latte. Smartphone apps such asGroceryIQ can help you make a list, check ittwice and track your spending all from thepalm of your hand.
But what’s good for the consumer may notalways be good for theretailer, exactly whyHulsey says businessesneed to stay vigilant andkeep brick and mortarstores more than just ashowroom for theInternet.
“Buying a product instore has many perksonline doesn’t,” he said.“Our staff is here for youto answer any questions,you get to take your newgadget home same dayand the best part—there isno shipping cost.”
Showrooming became ahot topic in 2011, drawingattention from media out-lets like the New YorkTimes and TIMEMagazine, following anOctober 2011 report frombook market research andconsulting companyCodex Group, who report-ed 39 percent ofAmazon.com shoppersresearched a book in store
before purchasing online.While it may not be prevalent in Christian
County stores, Hulsey is confident county res-idents already showroom.
“Somebody who comes into our store isn’tlooking for a price comparison, they are look-ing for a friendly face and a good product,” hesaid. “However, within the last couple of yearscomparison shopping has skyrocketed. It’sgoing to be interesting to see where it goes acouple years from now and how retails dealwith it.”
APP-ORTUNITIES: The price-com-parison smartphone app Red Laser wasnamed one of the top 10 must-haveiPhone apps by the New York Times.
Smartphone appsbring new tech to
shopping industry.
christian county business digest 7
christian county business digest8
AMELIA WIGTONHeadliner News
The bright red tablecloths, spring-inspired colored chairsand sun-yellow walls are a stark contrast to the oldblack-and-white “I Love Lucy” episode playing on the
TV. But Lucy and Ethel’s quirky friendship mirrors the com-fortable, loving bond of Sherry Goins and Jeanna Gardner, theowners of Mama’s Burgers & Such.
“We opened on Aug. 14 and it’sbeen a blur since then. It’s been awild ride,” Gardner said whilesharing a smile, a giggle and quickhug with her partner and aunt,Goins.
Located in Sparta on state Route14, the small-town restaurantoffers anything from Swiss mush-room burgers to fried pickles topork tenderloin to the ever-so-popular coffee caramel shake.
“It’s a lot bigger than I ever imag-ined it would be,” Goins said. “It’sjust been overwhelming.”
“It’s really taken a village to openthis place up,” said Gardner, ofOldfield. “We just thought we’d open this little, sleepy café.”
But the only times the café looks sleepy are on Sundays andWednesdays—when it is closed.
Starting a business in today’s economy is not easy. ButGoins and Gardner decided to step out on faith.
“We were scared at times but our faith in God really helpedus,” Gardner said.
And Goins said they have included that faith into theirbuilding. Behind the counter, painted on the wall reads:“With God all things are possible.” And then above the cashregister, only seen by employees, it reads, “It’ll all work out.”
Goins and Gardner said they had to remind themselves ofthat many times while opening their business.
Goins, of Sparta, has owned Sherry’s Hair, in the samebuilding, for the past 40 years but she was “ready for some-thing different.”
And Gardner, inspired by Ozark’s Spring Creek, has alwayswanted her own tea room.
“I was having trouble renting out these two shops,” Goinssaid. “My husband has said for years that Sparta needs an old-time Dairy Queen. So that’s what this—an old-time DairyQueen, slash tea room.”
When the women decided to explore opening their ownbusiness, they started shopping inantique malls and flea markets—and they haven’t looked backsince.
“Once we bought these sugarholders,” Gardner said holding upthe glass caddies, “we thoughtthere was no going back now.”
But the duo said opening theirbusiness wasn’t as difficult as theythought it was going to be.
“Going through all the hoops tostart a business—I was alwaysscared,” Gardner said. “But it’s notas bad as I imagined it to be. Youjust take one step at a time.”
And Goins and Gardner saidSparta was the only place they
wanted to start their adventure.“In a big city, a little business like this might get lost. But in
a small town there’s not as much competition,” Gardner said. The best advice Goins and Gardner have for others consid-
ering opening a small business is to have a solid support sys-tem.
“Make sure you have a really good support system becauseyou can’t do it alone. That’s why we wanted to be partners,”Gardner said while sharing yet another smile, giggle andlaugh with Goins.
Mama’s Burgers & Such opens in Sparta.
• Step 1: Write a business planA written guide will help you map out how you will start and run your businesssuccessfully.• Step 2: Get business assistance and trainingTake advantage of free training and counseling services, from preparing a busi-ness plan and securing financing to expanding or relocating a business.• Step 3: Choose a business locationGet advice on how to select a customer-friendly location and comply with zon-ing laws.• Step 4: Finance your businessFind government-backed loans, venture capital and research grants to help youget started.• Step 5: Determine the legal structure of your businessDecide which form of ownership is best for you: Sole proprietorship, partner-ship, Limited Liability Company (LLC), corporation, S corporation, nonprofit orcooperative.
• Step 6: Register a business nameRegister your business name with your state government.• Step 7: Get a Tax Identification NumberLearn which tax identification number you’ll need to obtain from the IRS andyour state revenue agency.• Step 8: Register for state and local taxesRegister with your state to obtain a tax identification number, workers’ compen-sation, unemployment and disability insurance.• Step 9: Obtain business licenses and permitsGet a list of federal, state and local licenses and permits required for your busi-ness.• Step 10: Understand employer responsibilitiesLearn the legal steps you need to take to hire employees.For more information on all these tips, visit www.sba.gov/content/follow-these-steps-starting-business.
Source: www.sba.gov
a small business in a small town
10 steps to starting a business
Amelia Wigton/Headliner NewsWELCOME: Sheila Hampton, above, serves theincreasingly-popular coffee caramel shake. Hampton islovingly referred to as Mama’s vice president. Top, Spartaresident Sherry Goins, left, and Oldfield resident JeannaGardner recently opened Mama’s Burgers & Such inSparta. Inset, Goins and Gardner proudly pay tribute totheir mamas as well as their mamas-in-law, showcasingtheir photos on the wall in the café.