Start & Run an Adult Boutique

Acknowledgments xiii Notice xv Foreword xvii Introduction xxix 1 Things to Consider before You Begin 1 1. Do You Have the Motivation? 1 2. Can You Manage Criticism? 2 3. Will You Do the Research? 3 4. Are You Prepared Financially? 4 Part I - Starting Your Business and Settling In 5 2 Research the Market and Find a Suitable Location 7 1. The Different Types of Adult Boutiques 7 1.1 Adult video stores 8 1.2 Adult bookstores or adult superstores 9 1.3 Women- and couple-friendly (WCF) adult stores 11 2. Location and Market Research 18 2.1 Visit your potential competition 18 CONTENTS 2.2 Ask potential customers 20 2.3 Talk to owners of other adult boutiques 21 2.4 Consider the indirect competition 21 2.5 Zoning regulations 23 2.6 Negotiating a commercial lease 23 2.7 Moving an established business 24 3. The Pros and Cons of Buying an Established Business Versus Creating a New Business 24 3.1 Pros of buying an established business 25 3.2 Cons of buying an established business 25 3.3 Pros of creating a business 27 3.4 Cons of creating a business 27 4. Be Proud of the Type of Store and Location That You Choose 28 3 Develop a Business Plan 29 1. The Business Plan 30 1.1 Executive summary 30 1.2 The mission statement 31 1.3 History and background 31 1.4 Description of your business 32 1.5 Company values 33 1.6 Operations and employees 34 1.7 Market research 34 1.8 Sales and marketing strategy 36 1.9 Financial plan 36 1.10 Forecasts and projections 37 2. Revisiting Your Business Plan 38 3. Get a Professional's Opinion on the Business 39 4 Consider the Costs of Starting a Business 41 1. Finance Your Business 41 1.1 Equity financing 42 1.2 Debt financing 42 1.3 Obtain financing 43 2. Start-up and Operational Costs 43 vi Start & run an adult boutique Contents vii 3. The Importance of Paying Vendors and Suppliers 45 4. Calculate Your Profits 45 5 Taking the Appropriate Steps 47 1. Business Name 47 2. Domain Name 48 3. Fictitious Business Name 48 4. Incorporation 49 4.1 Sole proprietorship 50 4.2 Partnership 50 4.3 US limited liability company (LLC) 52 4.4 US corporation 53 4.5 US S corporation 54 4.6 Incorporating in Canada 54 5. Business License and Seller's Permit 55 6. Employer Identification Number or Business Number 55 7. Sales Tax and Filing Tax Returns 55 8. Business Bank Account 56 9. Liability Insurance 57 10. Trademark or Servicemark Registration 57 6 Setting Up Your Retail Store 59 1. Store Renovations 60 2. Store Signage 60 3. Payment Methods, Equipment, Services, and Supplies 61 3.1 Payment methods 61 3.2 Electronic office equipment 63 3.3 Furniture and fixtures 64 3.4 Service connections 65 3.5 Office and cleaning supplies 65 4. Merchandise Packaging 65 5. Inventory 66 6. Wholesalers: Manufacturers and Distributors 67 7. Setting Prices 67 viii Start & run an adult boutique 8. Dress Your Window 69 9. In-Store Merchandise Displays 70 7 Marketing and Advertising Your Business 73 1. Marketing Your Business 73 1.1 Marketing plan mission statement 74 1.2 Store name 74 1.3 Logo 74 1.4 Store brand 75 1.5 Business cards 76 2. Advertise 76 2.1 Before you open ... advertise! 77 2.2 Advertising through the community and charity events 77 2.3 Trade shows 78 2.4 Client referrals and development 78 2.5 Create a website 79 3. Place Your Advertising 81 4. Include a Call to Action 82 5. Track Your Advertising 83 8 Store Policies 85 1. No Photos 85 2. Returns 86 3. Age Restrictions 87 4. Group Restrictions 87 5. Employee or Merchandise Abuse 88 6. Dressing Rooms 88 7. Shoplifting 88 8. Accepted Payment Methods 89 9. Employee Policies 89 10. Robbery 89 9 Hiring Employees 91 1. Delegating Responsibilities 92 2. Hiring Professionals 92 Contents ix 3. Employee Taxes and Deductions 94 4. Hiring Suitable Employees 94 4.1 How to find the right employees 94 4.2 Interviewing potential employees 95 4.3 References 97 5. Employee Incentives 100 6. Training Your Employees 100 7. Seasonal Workers 100 8. Keeping Good Employees 100 Part II - Maintaining Your Business 103 10 Customer Service and Sales Techniques 105 1. Customer Service 105 1.1 Greet and engage 106 1.2 Observe the customer's body language 107 1.3 Communicate effectively 108 1.4 Discuss intimate adult issues 109 1.5 Recommend products to customers 110 1.6 Create an ambiance of beauty and comfort 111 1.7 Assist the customer with clothing 112 1.8 Battery test the products 113 1.9 Be open-minded and respectful 113 1.10 Deal with obnoxious customers 114 2. Sales Techniques 115 2.1 Increase the sale amount 115 2.2 Assume the sale 116 2.3 Overcome objections 117 11 Maintaining a Top Notch Business 119 1. Maintain Momentum Toward Your Goals 120 2. Stay Aware of Market Trends 120 3. Listen to Your Customers' Wishes, Advice, or Complaints 120 4. Keep Prices Realistic 121 5. Continue to Advertise 121 x Start & run an adult boutique 6. Avoid Financial Mistakes 122 7. Balance Your Professional and Personal Life 122 8. Remember to be Empathic with Customers 123 9. Remember to be Discreet 123 10. Keep on Top of the Little Stuff 124 11. Remember to Have Fun! 124 Part III - Merchandise 125 12 Adult Toys 127 1. Materials 127 1.1 Latex 128 1.2 Glass 128 1.3 Jelly 128 1.4 Hard plastic 128 1.5 Artificial skin 128 1.6 Medical grade silicone 129 2. Adult Toys for Females 129 2.1 Dildos 130 2.2 Vibrators, G-spot stimulators, and rabbits 131 2.3 Clitoral stimulators 132 2.4 Vibrating remote control panties 132 2.5 Nipple stimulators 133 2.6 Electric tongue 133 2.7 Fukuoko or fingertip massager 133 2.8 Dual penetrators 133 2.9 Strap-ons 133 2.10 Anal toys 134 2.11 Ben Wa balls 134 3. Adult Toys for Males 134 3.1 Prostate stimulators 135 3.2 Masturbators 135 3.3 Sex dolls 136 3.4 Pumps 136 Contents xi 3.5 Prosthetics 136 3.6 Cock rings and lassos 136 4. Bondage Toys 137 4.1 Silk ropes 137 4.2 Door cuffs 137 4.3 Handcuffs 137 4.4 SportSheets 138 4.5 Whips, crops, and paddles 138 13 Clothing and Shoes 139 1. Lingerie 139 1.1 Bras 140 1.2 Panties 141 1.3 Babydolls 142 1.4 Teddies 142 1.5 Hosiery, garter belts, and body suits 142 2. Pasties and Breast Petals 143 2.1 Pasties 143 2.2 Breast petals 144 3. Corsets and Bustiers 144 3.1 Corsets 144 3.2 Bustiers 144 4. Club Wear and Minidresses 144 5. Sexy Costumes 145 6. Swimsuits 145 7. Shoes 146 14 Accessories, Novelty Items, and Adult Movies 147 1. Accessories 147 1.1 Wigs 147 1.2 Body jewelry 148 2. Novelty Items 149 2.1 Gift bags 149 2.2 Games 149 xii Start & run an adult boutique 2.3 Books and magazines 149 2.4 Decorations 149 2.5 Gift cards 150 3. Adult Movies 150 3.1 Movies for couples 150 3.2 Sexual instruction DVDs 150 3.3 Ordering adult movies 151 15 Bath and Body: Lotions, Lubricants, and Condoms 153 1. Body Lotions, Creams, and Gels 153 1.1 Body dust 154 1.2 Massage lotions 154 1.3 Desensitizing gels 155 1.4 China Shrink Cream 155 2. Body Paints 155 3. Herbal Supplements, Enhancers, and Pheromones 156 4. Sexual Lubricants 156 4.1 Oil-based lubricants 156 4.2 Silicone-based lubricants 157 4.3 Water-based lubricants 157 4.4 All-natural lubricants 157 4.5 Flavored lubricants 158 5. Shaving Lotion 158 6. Condoms 158 6.1 Latex condoms 158 6.2 Polyurethane condoms 158 6.3 Lambskin condoms 159 6.4 Female condoms 159 Worksheets 1. Questions to ask wholesalers 68 2. Duties and tasks to be performed 93 3. Questions to ask in an interview 98