I’d been the owner of a small fruit shop for the past four years. I’d bought the business off a family who had been running it for the past thirty years. They had their regular customers, who pretty much kept the shop open. The store did not attract a lot of attention or draw people a crowd, we had great prices but nobody knew we were around. In fact if you hadn’t been into the fruit shop before you probably wouldn’t notice it was there because we had no outdoor signage.
The profits were slowly dropping over the year, I spoke with a business adviser about ways of improving my revenue. Exposure was the main topic we discussed in our meeting. My top priority had to be retail signage, Melbourne was getting more competitive in the fruit markets and I had to find a way to stand out. We discussed ideas of gaining more exposure for the store, in turn bringing in more customers. When I left the meeting I had a hundred ideas running through my head. I was determined to make my fruit store the busiest in the area. The first thing I did when I got home was sit down and sketch some ideas for new signage.
I wanted to have a sign that was brightly coloured to attract people’s attention. I had come up with a few sign ideas but couldn’t decide which one I was going to go with. The following day I went to find one of those signage companies, Melbourne had many impressive signs to draw inspiration from. I spoke with one of their designers about my signage ideas and how best to get the most impact. I showed the designer the ideas that I had sketched the previous evening and he loved what I had come up with. He had a few ideas and tips which made the design look fantastic. At the end of our discussion the man told me to leave it with him and call back into the Melbourne signwriters in a few days.
I just had rearranged the store and opened up the entryway when I received the call from the signwriters. They had completed the design and with my okay, were ready to have the signs made. I have high hopes that this new sign is going to save my business.
Look to Mercury for inspiration. You lucky number is sewn into the sleeve of your favourite jacket. Be wary of cats this coming week.
I asked my father what the email had said, but he was too busy to answer me. His mind had just clicked into work mode and I could see him thinking of a million different things at once. He was good at gathering a lot of information in his head and comparing it all. It was his way of figuring out how to do things in a way that would be most beneficial to him. We had recently been to see the Melbourne based signwriters to talk to them about having some new business signage made up for my father’s plumbing company. Dad wanted to expand the business so that he was able to hire extra tradesmen. I had recently learnt that the more tradesmen my father hired, the less time my father would spend at work. If Dad was able to hire enough people to do his job then he would be able to stay home with me. Dad had left his ideas with the signwriters for them to have a play with and he’d just received word back. I was eager to find out what he ended up doing about the business signs, Melbourne was becoming much more competitive and my dad needed a way to stand out. My father wasn’t giving any clues away as he paced around the house, waiting for the confirmation about his sign delivery. I heard my father start talking and listened carefully to the tone in his voice. I wanted to get a better understanding of what the man was saying, so I started following my father around the house. I knew this would frustrate him and cause him to sit down. That was when I would be able to fully study his body language to find out how my father was really feeling. I knew the business was struggling and needed all the help it could get. I have my fingers crossed that these business signs were going to make a big difference.
Your father need not worry, the north star is bright when the time is right.