Mike,

I guess after almost seven years in the business I have lost some of my enthusiasm.

Sort of like banging your head against a wall. I can't seem to find a strategy that works so I end up doing nothing. I am a chemist by trade, so I split my time between a full time job and the store. I have worked for XXXXXXXXXX for the past 16yrs, the pay is decent but it is a dead end job.

In order to satisfy my entrepreneurial drive I decided to open my own business. So back in 1997 I found a store that had been closed due to a bankruptcy and decided to have a go at it.

When I first opened I had no customers, through a lot of hard work I have built it up to what it is today.

Here is where the vision gets cloudy, I don't know where to go from here. I've sort of been on cruise control for the last couple of years. Trying to improve my bottom line by cutting costs and raising prices, rather than building more volume. I tried print ads and got very poor response. I see growth potential in the money services side of my business so I have considered purchasing another business to complement the business that I am doing now.

There are alot of factors why my business has not been as successful as it could be. They are:

1. The physical size of my property - I have about 2000 sq feet with parking for about 10 cars. On a thursday or friday the parking lot is so jammed with customers you can't find a place to park. People out of frustration will drive next store to my competitor.

2. Proximity of the competition - To some extent having another store across the street is difficult and presents some challenges. I've noticed that I have my regulars, he has his regulars and then there are some customers that we both share.

3. Demographics of the area - The store is located on a high traffic strip, with houses behind the store and an industrial park across the street. This would seem like a good area for this type of business but I am not in a growing area. People are not moving into the area. The population is stable to declining.

4. My attitude - I would consider myself somewhat of a realist with some pessimist thrown in. I try to maintain a positive attitude but I am tired. Sixteen plus hours a day, six day a week seems to have taken its effect on me. I try to treat people the way I want to be treated. I have also tried to find employees that share the same vision. No matter how busy I am, I still like to take time and chat with my customers. Get to know them by their first name and know what products they buy. I believe that this is the reason why my regulars come back. You can go anywhere and by a case of beer but the reason my customers return is because they like doing business with me.

5. Not having a plan - I can't really say I have a vision of where I want to take the store.

My ultimate goal has been to quit my day job and work at the store full time. I just can't seem to make enough money to do that. I have the infrastucture in place to do more sales, I've got plenty of inventory. I just can't seem to bring in more people.

So the question is how can I do this?? I've got the goods just don't have the customers. How can I develop a successful ad campaign that really bring results. Somehow I found an article you wrote on the entrepreneur magazines web site. I was searching Google looking for information on managing multiple business locations. The article caught my eye because it was about small business blunders. I don't think I am in danger of putting myself out of business but I agree with you that I need help. What I need is guidance and perhaps that is why I found you. I had never heard of Michael Winicki or your book before yesterday. So where can we go from here?? Let me know.

Sincerely

Alex

Mike,

Just in the few days we have been talking, my mindset has changed. I now feel like I have purpose and the vision is not so cloudy. I have a good feeling that things are going to change for the better. I am ready to be successful to propel my business to the next level.

LETS DO IT!!!

Talk to you soon

Alex