Yes I know this as been done to death on the general forum, but, I want to run it past you guys ( and guyesses!) as you are my target demographic Just starting a new business up, from what I've read seems to be main issues are: opening hours,staff attitude and parts/accessories price. At moment until I get established, i'm running business part time from home so work hours will essentially be from 5:30pm during week and 9-5 weekends. What would suit if full time? Say mid morning 'til late evening weekdays. What would be good at weekends? Staff attitude? I AM the staff! I focus on building side, and I know from past experience in UK, it's not worth stocking stuff you can get easier and cheaper off interweby. Plus, whole point of this business is to get a solid reputation for my bikes. Frankly, not interested in 'sidelines'. How does all this sound as a model. Feedback as to what YOU want would be great.
As you say parts are easy to get on the internet but these days its the skill level and customer service that is the point of difference. For example the local Ducati dealer parts guy is more interested in himself than the customer. I don't like being fitted up with what they have rather than what I want. I gave them several chances but now I just go to Cycletreads. I don't mind paying more than the internet price but there is a limit. Its also nice if your remembered when you come in. Its all about building a relationship with the customer, keep him/her happy, and they will come back. good luck with your venture. Isn't there a couple of British bike places in Welly?....Nesbits and British Spares..?
I agree with Voltaire on this one. Skills and customer service are the key. The other problem, which currently applies to my business also, is getting the public to know you exist. Building a business profile is slow or expensive depending how high your advertising budget is. Word of mouth is best, but it takes time. Running it part time gives you the time to build a reputation. If you are not lucky, I will pop in when I am down your way next and say hello.
I am not quite clear on what sort of business you are proposing. You say 'building'; do you mean builidng custom bikes on spec? or customising bikes to order? Are you going to sell accessories and gear (not doing so would seem a needless limitation). If the first, then clearly the requirment is to display the bikes you have built in a place, and at a time, when people can come and look at them and sk questions etc. And you can do a sales pitch. So the requirements are friendly opening hours (when people have time to look without being rushed), and a good understanding of what peoiple are looking for in a custom bike , and the advantages of the various modifications. Implicit in that is that the venue should be 'friendly' - coffee etc. Often people will look, ponder, and want to go off and think about it. If they can do that thinking without leaving your premises they are much more likely to decide 'Yes', than if you have ot get them to come back to the shop. The second (building to order) , there is really little requirment s to premises or times. Salesmanship and product knowledge is the need.And advertising so people know you do it. The third, gear and acessories, is also a matter of hours and place. Generally speaking product knowledge is less important , a general understanding of what bike gear is obviously, and stock knowledge ('does this come in red'). But that is a reasonable expectation of anyone who wants to work in such a shop. The common factor is that they are all discretionary. People don't need to buy them, as they do spare parts . And they are less likely to buy them from the Internet. They are purchases that we talk ourselves into buying, feel good items. "Oh, that looks nice. But I don't need it. Still I'd like it. Can I really justify it? It's not THAT dear. Hm. Should I ? Shouldn't I ?". A good saleman can gently suggest the answer to those questions. That can't be done on the Internet.And, since they are 'feel good' purchases, we will only make them if we are feeling good, relaxed and happy. Again, don't give customers reasons to go away. The longer they linger, the more likely they are to buy. Casinos will do anything and everything to stop punters leaving the premises, because once they leave, even if they intend to return, mostly they don't. So, think, why would a customer happily browsing your stock, talking himself into a justification to buy this or that , want to leave? Maybe he is hungry? Or thirsty? Or has to rush back to work, cos the only time you are open that he is free is his lunch hour. Or, he needs to go to the toilet. Or his feet hurt and there is nowhere to sit down. Or his wife and kids are sitting outside in the car , in the heat , and he knows they will be impatient. Or, he just wants to sit down somewhere with a coffee, think it over, do some arithmetic on affordability. Think how you can resolve all such issues, to keep the customer in the shop. Give him an excuse to buy what he wants, and no excuse not to.
A couple of costs that should be looked at often with alot of business's is , advertising v's rent, with retail style business's high rent(usually where this alot of passing traffic) less advertising againist back street(hidden away) lots more $$$$ spent on advertising. Just a idea to promote yourself / bikes try an attend rallies/race meets with aleast three bikes on display. goto where your potentional market will be around.
Feedback on what YOU are doing would be great too - it's a two way thing,and you are starting off on the wrong foot already.If you are just doing custom bikes as you imply,nothing really matters - get your bikes and name out there,those who want your style of custom will be your customers. If you are repairs only,you need visible premises - ''they will beat a path to your door'' is bullshit,you need to be seen,then word of mouth will take over.If you already have a client base and you are specialising,then you have no problems and no need to ask questions here. Exactly WHAT are you selling?
I was installing Heat Pumps for 4 years and found that as it was a ' one off ' type of business a steady stream of customers was needed. I took out a matchbox size add in the Yellow Pages costing about 4k....total waste of time, sign outside the house worked far better ( i was on a main road). I found it hard getting the work, doing the work and all the paperwork. Repeat customers and word of mouth seem to work best, but beware of sites like this as it only takes one pissed off customer and rightly or wrongly word spreads. The Harley crowd seem to have lots of money to waste....er invest on trying to improve their bikes.....
For all my Guzzi parts I go to one guy who is local, maybe I can get a better deal on things like cables or bearings at other places but it's in my best interest to keep this one supplier going. Not sure if that is the general way people do things, it seems loyalty is thin on the ground and the mighty $ rules most peoples decisions, but that is the way I do it. The other trades I use barely advertise, if at all. Word of mouth and good quality workmanship keep them so busy I hesitate to recommend them least my stuff dosen't get done. Still not seen any of your customs, come on... show us your work
Am building specials (cafe racers, 70's/80's race replicas NOT CHOPPERS) and restorations, specialising in pre 90's Japanese. Also VMX and post classic race bikes. I'm looking at building a solid reputation for the bikes, so not going to be selling accessories. Also don't want to get involved in normal servicing work. Am going to be building for customers and (for the restorations, specials are too personal) for sale.People will be welcome to drop in, have a chat, see what I'm doing. Because i'm initially working from home, you can sit down have a cuppa, relax. You are welcome to come round at anytime to see how your bike is doing or just to see whatever I happen to be working on. Aim is to build a good friendly relationship with customers.
I'm currently building a XS650 cafe racer for a customer. In pipeline are a Suzi TS250 VMX'er and a GS550 based special. Plan is to race the VMX and use the 550 for rallies, take to shows/races etc. Once I'm up and runnuing properly I'm also looking at doing other bits. Maybe organising a club run from home once a month. Tea and bacon butties to start, good thrash round and then back for a race video or something/ How would that sound. Give me a chance to talk to people and they can see what i'm doing. Again I would welcome feedback.
You may wish to reconsider the service work. I gather a few shops are not keen on the older bikes. It seems to be a combination of "don't know what to do" and (more likely) the fear that the more they do, the more problems they uncover and the cost escalates. Perhaps a good reason to steer clear of service work then?
I'm with Dadpole on service work....its the bread and butter ( butties), rebuilds can be worked around service work, but it pays the bills.... good margins on consumables. Just need a " courtesy bike" .... People dropping in for a chat cut into work time, I have a friend who builds Austin 7 racers and services vintage cars ( mainly for the guys in the clubs as they are all getting on). when I sometimes pop in with chelsea buns there are usually a few old boys standing around chatting.... I often see no old stuff there but 70's jap cars being serviced....works work.
Everyone I've known that has done that sort of work has never advertised,all you need is are premises.As a youngster we used to hang around these places - I don't know how they got any work done.Personally I would stay away from repairs,actually I wouldn't even do what you are doing.I have some knowledge of older vehicles (cars and bikes) and enjoy working on them....but I really don't enjoy the owners.They spend a small fortune on a fully restored ''classic'',that has actually been build from several vehicles that were nearly the same....in fact it's a piece of shit.They can't understand why there are so many problems,why a simple job keeps turning to shit.Of course it's always my problem...so I stay well clear now.
MMM, may have 2nd look at servicing. Certainly the XS I'm doing at moment was last done by a Yamaha dealer and it came out worse than it went in. Not even sure they did what they charged for, will see when I do motor. Was in 2 minds but as you say, that and painting would hopefully provide fill in work.
Servicing can be the gateway to restoration work. If you can demonstrate competence with servicing along with a willing attitude, then the all-vital trust between you and your clients will grow. You're expecting a huge degree of faith in your potential customers to commission you to build a $20,000 - $40,000 custom or cafe bike without first giving them the opportunity to "check you out". Later on, you then have the option of employing someone to take care of the service work while you do the restorations etc once your business grows. The biggest problem you encounter won't be mechanical - it will be the owner. There will be some folk you simply can't with with/for and it may be better to discover that with a small servicing job than something more costly and time-consuming.
