Could a Small Business Marketing Plan Have Saved the Alterations Shop?
Of course, no one can say for certain, but a comprehensive marketing plan would have asked the owner to consider possible threats. The alterations shop’s heavy reliance on the other two businesses would have been a clear signal to plan for such a scenario. One strategy to avoid a catastrophic business failure might have had the owner signing a shorter lease term. This could have allowed her to move closer to her main source of business, the designer outlet, when it moved, or shortly thereafter. She could have developed programs aimed at the large professional complex, advertising in their monthly newsletter, offering delivery service, asking her customers in that complex to post fliers listing her services, etc. Another marketing strategy would have had the alterations shop owner collect a database of her clientele right from the start so she could keep in contact with them, offering discounts and incentives. This would build a loyal customer base, rather than relying so much on walk-i
