Chandelier Shiner: It’s Off and On
Q: I recently started a chandelier cleaning service, which has been very lucrative, but business is rather sporadic. I’m looking for tips on how to expand and how to market to a very specific, rather affluent niche.
--Jody Wright,
Chandelier Shiner, Los Angeles
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A: After designing an effective brochure or flier, the “knee-jerk” reaction of most people might be to try the brute-force method: direct-mail marketing to the homeowner, especially neighborhoods of larger homes. However, I feel this would be very costly and time-consuming for you.
The only direct clients I would recommend you pursue are hotels, large pavilions and museums that have chandeliers. Contact the procurement departments and let them know of your service.
For all other possible markets, pitch your services to professional referral sources that could send business your way based on what is known as the “buying cycle.”
The buying cycle refers to the timing and the other types of businesses that might be used by a prospective customer at the time that they might consider hiring a chandelier shiner.
These sources could include cleaning services, lighting shops, real estate agents, insurance agents, general contractors and interior decorators.
When contacting direct clients and professional referral sources, use a system that allows time for a good business relationship to develop but lets go of contacts that do not become productive.
You can reach these clients through a combination of direct mail, telephone contacts and personal meetings. Be mindful of the number of businesses that you contact at any one time, however, to make sure you keep the task of follow-up at a manageable level.
--Lynn Sarkany,
Marketfinders, Glendale
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Q: I’d like to start a small business brewing Asian tea and selling it to Asian supermarkets in gallon jugs, like milk. Can you let me know how to get started?
--Chertchai Sanghirum,
Los Angeles
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A: The first item on your agenda should be a thorough examination of your competition. The ready-to-drink beverage segment of the food market is densely populated already, from Asian-inspired, tea-based beverages to fruit-flavored ones. How will you get grocers to accept yet another product into their stores?
Ask yourself the question, “How does my product differ from what’s already on the market?”
There are many imported iced-tea products from places such as Thailand and the Philippines already on store shelves in Asian supermarkets.
You will need to establish a point of distinction between those teas and your product, whether it is by using all-natural ingredients, low sugar, low fat, a claim of authenticity in the recipe or whatever you establish.
You’ll also need to thoroughly research issues of product formulation, manufacturing, packaging (is an aseptic tetra pack needed to keep this beverage stable on the shelf? does it need to be kept refrigerated?), distribution and marketing.
Two excellent places to go for help are the Small Business Administration (https://www.sba.gov) and the Food Industry Business Roundtable at (213) 763-2520 or https://www.fibr.com, which concerns itself particularly with the manufacture of ethnic products.
You should also take a look at chambers of commerce in the communities where you intend to distribute your product. To apply for a business permit in Los Angeles County, contact the Business License Commission at 500 W. Temple St., Room 574, Los Angeles 90012, or call (213) 974-7691.
--Robert Wemischner, chef,
culinary educator and co-author
of “Cooking With Tea,”
to be published this fall
by Tuttle-Periplus Books
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If you have a question about how to start or operate a small business, mail it to Karen E. Klein, Los Angeles Times, 1333 S. Mayflower Ave., Suite 100, Monrovia, CA 91016, or e-mail it to kklein6349@aol.com. Include your name, address and telephone number. This column is designed to answer questions of general interest. It should not be construed as legal advice.
