You have a great business idea and you've identified a gap in the market. Here, Colour Graphics tell us how a pop up shop could help test your start up's credentials...
It is a story that has been told hundreds of times over. We see it on our local high street, we see it on the web and we see it on various television programmes too. The business idea that, when it’s told to experienced business people, is met with a stony stare.
Of course, some of these ideas are not worth their salt, no matter how much you believe in them. Some, however, are worth taking a punt on. Even experienced business people don’t always get it right though, choosing not to back one business idea which is then worth millions several years later.
There is a way that you, as a start-up with an idea and a passion could test your theory, without appearing on TV programmes: by setting up a pop up shop.
Dipping your business toe in the water doesn’t mean selling your soul on a TV programme; it means finding a channel to test the water with your consumer audience. And one great way of doing this is with a pop up shop.
You need to know whether your product or service is a winner.
The answer may surprise you. Many an entrepreneur has taken to the market, confident that their product is the right fit, only to find that it changes and morphs beyond recognition to become a hit with consumers.
A pop up shop is a short term commitment in a town or city that may lead on to bigger things for your business. You can trial your product in various places without breaking the bank because it is essential that you negotiate – and negotiate hard! – on rent.
Many people assume that the only real way of opening a business these days is to open it online. Build a website, work on your SEO, pay for a few pay-per-click ads and slowly, your online business will build.
This may work, but it may be that your business does need a high street presence. For businesses of all kinds, being seen is important, but it is tough on the coffers to rent a place under a long term agreement if you are not 100% sure that you need or event want a high street presence.
A pop up shop is a perfect way of connecting with consumers and testing whether a shop on the high street is the form you want your business to take.
One retail unit may not be enough and with economies of scale that are so tight for a start-up and established businesses, testing out whether a town or city is ready and needing your high street presence is something that can be done with a pop up shop.
If it all seems to be going well, maybe the pop up shop could become a permanent retail store in that area.
The pop up shop is gaining traction for a number of other reasons, the two most important of which are:
It's not all about money. Or is it? Let’s be honest, as a start-up, you will struggle at first to find the money for marketing tools.
Rent on a shop premises can seem like buying a trip to the moon – in other words, not possible just yet. If, however, you negotiate hard on a very short term lease, you could have the means to meet your consumers.
The high street has been a pretty dire place since the recession hit hard in the UK in 2008. The way we use town and city centres and streets is changing. Pop-up shops create a real buzz and excitement on the high street, especially as people are genuinely looking for bargains.
But we think that pop up shops are more than just financially viable for pop up shops. They are a visible mean by which consumers can and will support you because everyone loves a success story. Is a pop up shop something you will try?
Colour Graphics is an online print and design company with over 20 years of experience in producing and designing printed materials for all kinds of businesses, products and services. Over the decades, they have seen huge changes in the business world, with pop up shops being an exciting innovation.
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22 June 2020 • 9-minute read
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