get the lead out - part VII

First, what I want my store to do:

According to a U.S. Fish & Wildlife Service Survey, over a two-year period, one out of every four Americans does some bird watching. These are the bird watchers. However, of those 60 million watchers, only about half can identify even ten species. Only a fourth can identify twenty. Three percent, 7 million, know at least forty species and are therefore worthy of the more serious title, birder. For the record, I can identify 18.

Clearly, the larger target audience is the casual birdwatcher. These are people first coming into their own, enjoying the experience and delighting in each new discovery. I want to make that experience as interesting as possible.

I want to sell products, yes. But many of those products will also be available more cheaply in big box stores. What I must focus on is relationship. I know my own buying habits and the buying habits of other birdwatchers. They will occasionally go elsewhere if the bird store’s hours aren’t convenient or in search of a good deal. But all it takes is one negative experience with a big box store to convince them that paying a little more is worth it. And negative experiences with big box stores are more common than you might think.

I want to share enthusiasm with customers who want to learn. If someone knows 5 species of birds, I want to help them learn 5 more. If they enjoy watching birds while sitting on the porch, I’d like to show them how to enjoy birds in the local park, or wilderness trail, even during a downtown stroll. I want to expose them to local experts and give them fun ways for sharing the hobby with their children and their family.

I want to use the store as a vehicle for community involvement. Small businesses hang together or hang separately, and including my local businessmen means they are successful when I am successful. I also want to convey the idea that as a community, we can share with one another. I want to provide an easy way for people to connect. I want to be the person they call for all information about local birding activities.

I want to give back to the community, sharing some of my resources to make the community more bird friendly, providing organizations with fundraising opportunities, and sharing my knowledge with kids, youth groups, the elderly and other populations who might not otherwise be exposed to such a versatile hobby. You don’t have to be a tri-athlete to enjoy birdwatching. You don’t have to be rich either.

I won’t share all my ideas. But I have lots of them, for entertainment, marketing, and advertising. And after my visit to Longmont in April, I’ve been able to flesh out these plans with specifics – a few great locations, a number of great community resources, and outlets for me to plug into as well, where I can begin connecting with my community from day one if I choose.

--Laura