I just started something. It's a 30 day project to find and help small businesses
in Austin---Barbers, coffee shops, delis, taco shops, pastry joints, small
eateries, online stores, and other small businesses. I call it the Owner helps,
to sort of indicate the little ways I feel can help them.
This project is simple--to take 3o days talking to
different owners about the little things I could do for them that could make a
difference in their businesses. Things like websites, copy-writing, videos,
interviews, testimonials, email marketing, podcasts, hiring, by-products, and
others---just little things that can make a difference.
Today is day 1 (11/11/14):
So I'm back home after day 1. I left the house with the
basics of what I need---the survey sheet, my binder, clothing against the cold,
and a prayer. The forecast predicted a 50 degree temperature for the day, which
is not welcome considering the warm
temps we had enjoyed the past few days.
I thought of the temps for a bit, but I knew I had to
start today, November 11, 2014. I will find a way, I thought to myself.
Mentally, I picked a familiar part of a street
(North Lamar) I had worked previously
for a contractor. I went up and down this street, putting up posters for a
hiring fair for truck drivers to be held at the Embassy Suites Hotel, downtown
Austin. That was a year ago. It went well I thought, and I enjoyed the conversations
and the people I met.
Having decided on this particular street, I got off the
240 bus ( I am carless now, so I am doing this riding the public bus.) plying
Parmer and Metric, and went picked a quiet space between two businesses and
rehearsed what I would say. I knew generally what I wanted to say, but I had to
fine tune it a bit. So I did---it was not perfect, but I was ready to start. I
knew I would make mistakes, but I would also learn from them. Let’s get to it.
I walked to the first business---"King's
Hobby." I introduced myself and asked to speak to the owner. "He is
not in," said Rudy, one of the staff there. He is usually in on Tuesdays
and Thursdays, 6pm to 7pm, he made clear. I thanked Rudy and took a business
card---name and address is gold, I once heard someone say, but not before I
joked with Rudy about whether he was the main character in the movie “Rudy.” He
laughed it off.
I walked out, and made my way to the next
one---"Alpha Lock & Key." I introduced myself to a man who seemed
to be in his fifties. I later learned his name---Mr. Marvin Huggins. Mr. Marvin
has owned and operated his Locksmith shop for 25 years. He has done it with the
help of his wife and son. It's family owned, I figured out quickly.
I explained my purpose, and gave him a chance to fill
my survey. I had finalized a survey sheet the day before at Fedex Kinkos to
hand business owners to fill out. This worked better than just explaining my
project and promising to follow up. The survey requested all the useful
information I would need to get a good idea of what the business’s needs were,
and also had space for contact information to follow up.
For what I said to introduce myself and why I had
stopped by his business ( not exact, but something along those lines):
"Hi, my name is Kingston, and I am doing a
project by talking to small businesses in Austin who have been in business for
a while. I want to take their story, possibly document it, and give them the
opportunity to share their lessons with others.
This
sharing could be with their own customers on their website, which I believe
will give their customers a better appreciation of their journey, and create a
better connection with the business.
This
sharing could be also via text, audio, or video. But once you fill out this
short survey, I will have a good idea of how I can be useful to you. I am a
writer."
We talked for quite a while about how he has run his
business, the competition out there, how most people who drive by fail to see
his business, and how they have managed to survive, stay in business---they are
not wealthy through the business but somehow make it. They also lean on their
Maker above---he pointed towards the heavens.
Mr. Huggins, after checking my sincerity with a few
more questions, filled out the survey, and added his contact information, which
I assured him is safe with me, and will not land in wrong hands. He seemed to
enjoy the conversation with me, and even discussed the possibility of referring
me to a few other owners he knows, but was not sure they would want to be
solicited like he was. I knew I was nowhere near that---getting referrals;
definitely not on the first day, since I am yet to provide my first value to him
or to anyone. That would be either interview him, write his story, do a video, or
review his website.
While we wrapped up, a young man walked in. I thought
him to be Mr. Huggins’ son. During our conversation, he had talked of him as
the one in charge of their website and Facebook page, but was now---before he
walked in, and after I looked around to find his son in the store while he
talked about him---out doing something for a client.
Not so long after, a woman about the same age as Mr. Huggins
walked in. She seemed well put together, with her bag neatly clutched under her
arm. Mr. Huggins introduced me, and I made a quick move to give her a
handshake, which didn't happen as the phone rang there and then. It's all good.
On what the next step with Mr. Huggins will be, I will
be following up with him on a job opening he had, and he, after taking my business
card, will talk things over with his wife and son and get back with me.
I will be posting that opening on my job-matching
website tryout20.com (unpublished yet), and email him with the link for him to
review it. I had explained the terms of the website to him, and how I post jobs
for free so folks who would like to tryout a position before making a
commitment can apply with very minimal risk. It seemed agreeable to him. I
thanked him and left.
I walked to the pharmacy close-by and explained my
purpose to a staff member there, who told me the owner was busy at the moment.
I thanked them, and left.
After skipping many businesses that didn't seem to
match my criteria---franchises like McDonalds, Dairy Queen, and others. I am
looking to help outfits like family owned businesses, sole proprietorships, and
other small businesses that are people oriented and have a meaningful story to
share.
My next stop was at a dental office. They didn't fit
the bill either (I couldn’t tell just by looking, so I went in), since they had
many other locations and are run with an official management team. I enjoyed talking
with the kind receptionist they had, however. She smiled easily.
I skipped many other businesses, because they seemed
too big, and would be a hassle to deal with. Also considering the possibility
of them having their own publicity staff, I don’t think they would find what I
am doing useful to them. I want to help the little guys.
I made a stop at a doctor's office---Hoa Tan Dang, M.D.
He was not in. His receptionists, who l learned were studying be nurses,
suggested I stop by tomorrow to explore the possibility of what I was doing
with him. I doubt I would be there tomorrow, since I would be talking to businesses
in a different part of town. But I came away with a business card. You never
know.
You may be wondering how I choose which part of town I will
work. I decide where I will be in my head, based on my knowledge of the city,
and where I have seen businesses that fit my bill. But I also have a map
close-by.
I talked to one Alfred at "Olmeda's Tire shop,"
my next stop. The owner was not in, he said. Again, I took a business card.
My last stop was at "Triple J's Tire center."
I walked past a small group of men standing next to a car under repair, and
headed to the office. I noticed a lady busy doing something in a small
booth-like space, and her back was turned to the counter. I drew her attention,
and asked to speak to the owner. She pointed to my left, after telling me I’d find the owner in the room on the end of
the hallway.
I walked to a small back office to find a man taking in
Steve Harvey's show. I said hello to draw his attention, which he gave, by
turning to see who it was (with his back facing the door to the room, he was
tuned in to the show.)
I presented my offering, and gave him a chance to fill out my survey. In the middle of my presentation, He pointed to a seat to my right, asking me to sit down. I did, and guided him with explanations, every now and then, while he filled out the survey. His name, he told me, was Mike Jackson. I joked about its connection to the more well known one.
While filling it out, he talked about needing something
like what I was offering. "Yeah, we'll need something like this." He
filled it out, and we figured out when to set up an appointment to see where to
we start. I want to do a podcast first to get a verbal version of his story,
and then explore the possibility of writing his story.
For his part, if we are to do a video version of it, he
would like his family to be part of it---that would be his son and his wife,
who he believed are crucial to the business still being afloat.
He has been in the tire business for about 35 years,
though he has owned his current establishment for 3 years. He got into the
business through his mentor, his brother, and though having done other things
along the way (including working in construction) he has always somehow stayed
in the tire business---sometimes doing it on the side while holding a full-time
job.
I get a good vibe from him, and would follow up with
him to set up a time sometime next Tuesday morning (his preference) to
interview him.
I thanked him and left, letting him know to hear from
me soon.
I walked to the bus stop for the next bus going uptown
(I live on the northern part of Austin, and had traveled southward to talk to
the owners there).
I caught a number 1 bus heading north, and took notes
of what to do next. After, I got into a conversation with a pretty lady on the
bus who seemed to be by herself. Maybe she's tired, I thought. I started a
conversation by asking if everything was okay, or if she just had a long day.
She smiled to prove her joy. We talked for a while till the bus got to my stop.
I got off, bought a thing or two, and went straight home.
Now what do I do? I have to download a free guide
online to read on how pod-casting is done. I feel like I have verified its
usefulness to owners, and I have to be prepared to do it well.
Next, I have to follow up with Mr. Jackson to set up a
time for Tuesday morning. And then write the copy for Mr. Huggins Locksmith
position. Also, I just downloaded "Audacity," software to record and edit audio files.
On to day 2.
