eBay Store: Dealing with Failure
posted 2008-06-08 15:04:58
topics: eBay store,failed business,failure,
Its been over 2 years since the biggest business failure of my life. Someone I knew had been working for one of these "We sell your stuff on eBay" stores that have popped up across the US and in Canada. The business was booming. Sensing huge potential selling other people's stuff, I jumped on board with both feet and got my family involved with the business.
We launched with an excellent business name which was very snappy and easy to remember. We got ourselves a great retail space, spent a lot of money on advertising, and thought we had done everything right. However, after 7 months I had invested over $32,000 and the doors were closed. Here are the most obvious things that lead to the failure of the business:
Forced Out of Comfort Zone
Let's make something very clear -- I am a web-based entrepreneur. I don't deal with inventory or rent, or real world marketing (for the most part). Therefore, going into a business that was primarily brick-and-mortar was culture shock. Instead of dealing with Instant Messages and Emails, I had to deal with a short commute to a real-world job where I had to deal with real people face to face. That was not something I enjoyed, at all. My comfort zone is websites, not retail business. I knew nothing about it and it was a huge mistake for me to try and fake it.
Do the Math, and Have a Plan
Sure, there was a plan. Setup the business so it functions, advertise, and the people will come. Unfortunately, that didn't work. We overran the budget on advertising, rent, and rising "common fees" that the property owner kept rising. During our peak month, we grossed $12,000. That sounds great, but after all of our expenses, we were not breaking even. As a commission based business, the owner received approx 70% of that income.
That meant that our net before expenses was around $3600. We had pretty much everyone in the family helping -- for free, and couldn't even afford to cover expenses, or even pay ourselves. Once all the math was done, the problems really became obvious, and saving the business was almost impossible without massive changes to our makeshift "business plan"
Don't Rely on Mass Advertising
I read an entire book about mass advertising, but only after sinking over $10,000 into radio and print ads that didn't bring in the customers. Today, advertising is about buzz marketing, word of mouth, not about what some commercial tells you to do. That is, unless you're a multi-million-dollar company with lots to spend on those ads to drill their message into your brain.
You will get more customers from talking to friends about your business who will tell their friends, and their friends, than you ever will from a single radio ad. Even if you do try mass advertising, you NEED to have the right message. Do your market research.
Launch A Business People Need
Before launching our eBay business, we were not already selling for people, and did not have people who wanted us to sell their stuff. There was no need for our business to exist besides for the fact that we wanted it to. This was a huge mistake.
Even as the opening came closer, we realized that another eBay business was already in operation -- for a few months before we launched. The market had already been tapped, but we loved our own idea so much we did not stop.
You should NEVER start a business unless there is a need for it to exist. You can't tell the market what it wants, you can only respond to the market and the people inside that market. Never be so arrogant to think you know what people want.
Grow Based on Need
When we first opened, we got a big retail space for all the products we expected we would eventually be selling. For the majority of the life of our eBay business the shop was not full, making the extra space a costly waste.
Make decisions based on need, not anticipated need. Don't do something because you think you'll need it a year later. That leads to an expectation that things will happen rather than responding to them when they do.
Know when to Walk Away
The best thing I did was sit down and take a close look at the business. Realizing that the business was not doing anything close to expectations caused me to look at possible solutions. However, none of the solutions I came up with were feasible, so we walked away from the business to cut losses. That was the smartest thing we did.
There were many more contributing factors to that business disaster. Its been a couple years now and the experience still bothers me. I try to focus instead on what went right, rather than what went wrong to try and put it behind me.
At the end of it all, I was able to go back to my web development and learned that I am a far better web developer than brick-and-mortar businessman. You can easily startup and fail with websites and it doesn't cost you 5-figures. Because of this experience I read a lot about advertising and business in general to try and learn from the failure -- and that has helped enormously with my web business.
