在 Ecwid 电子商务秀的这一集中, 我们与 Liz Abunaw 进行了对话, 四十英亩新鲜市场的创始人.
我们已经在我们的网站上分享了 Liz 的一些故事 文章 关于她的使命以及她如何使用 Ecwid 来实现它.
在播客中, 您将更多地了解 Liz 如何让她的事业成真以及是什么激发了她的创业灵感. 您还将从 Liz 那里学到一些有价值的实用建议, 包括市场调查, 联网, 经过反复试验, 和更多. 一定要收听灵感!
四十英亩的新鲜市场是关于什么的
Forty Acres Fresh Market 是一家位于芝加哥的社区杂货店，专注于增加服务欠缺社区获得负担得起的新鲜食品的机会. 目前通过弹出式市场和送货服务作为移动农产品市场运营, their ultimate goal is to build a store on the west side of Chicago. Liz’s mission to provide access to fresh produce highlights her dedication to improving the community’s health and wellness.
Market Research
In the interview, Liz highlighted the importance of market research for business owners. Liz shared how she spent many afternoons auditing the different grocery options available in neighborhoods of interest. By looking at their pricing, what they offered, and their locations, 她意识到附近有很大一部分实际上没有杂货店.
在研究了人口统计数据之后, 包括家庭收入和汽车拥有量, Liz 能够确定社区需要什么, 它缺少什么, 以及它可以支持什么. 通过充分的市场调查, Liz 的目标是在附近提供更好的杂货店选择.
第一个弹出式市场
在播客期间, Liz 分享了她的旅程是如何从快闪市场开始的. 尽管过度购买库存, 她能够将社区活动室改造成展示新鲜农产品的迷人市场. 只有几十人参加, 他们表达了对市场的热爱以及他们社区对市场的需求.
口耳相传开始传开, Liz 开始接到其他人的电话，询问她是否可以将市场带到他们的位置.
从失败中学习
Liz 分享了她从小处着手并从失败中学习的经验. 例如, by conducting trial runs at a temporary retail space 为了 30-60 天, she faced challenges like terrible traffic. 然而, the experience taught her about the community’s grocery leakage, leading to a better understanding of the neighborhood’s needs.
Testing Marketing Strategies
在播客期间, Liz discussed her experience with marketing strategies. She used social media platforms like Facebook and Instagram to promote her business. She hired a student from her sorority chapter to create promotional flyers. She also canvassed and sent direct mail to households. 然而, 她发现后者是浪费金钱，因为缺乏品牌知名度导致人们抛弃她的信息.
与客户建立信任
Liz 谈到了通过一致性和时间来建立信誉的重要性. 她谈到寻找当地非营利组织和民选官员的合作伙伴和支持, 谁帮助推动了业务发展. 通过不断宣传其使命和做弹出式市场, 该企业建立了足够的声誉以扩展到送货服务, which became especially successful during the pandemic. Building the foundation of the business through consistency and messaging proved crucial for the business’s growth.
Creating a Delivery Service
Liz also discussed the process of iterating and improving the delivery service for her business. By testing and getting feedback from customers, they were able to make the service more user-friendly and visible to staff members.
Choosing a Subscription Service
Liz shared how a customer’s suggestion led to the creation of a subscription service with produce boxes. The business experimented with different payment processing platforms and eventually settled on a flat rate box with different options. The low entry price point made it appealing to customers and helped the business grow.
Liz tried to use PayPal for billing but found it difficult to automate. She then looked at other services and discovered Ecwid, 无需强大的技术背景即可轻松使用.
Liz 能够轻松输入她的产品, 图片, 运费, 以及她使用 Ecwid 送货到她的在线商店的具体邮政编码. 加, Ecwid automatically calculates the sales tax, 这也有很大帮助.
度过大流行
四十英亩生鲜市场逐渐在社区内建立了信誉, 这导致人们转向他们购买新鲜农产品. 疫情随后袭来, 导致商店售罄，人们避免去杂货店. 这导致四十英亩新鲜市场的订户增加. 在大流行病爆发前一两个月迅速转向使用 Ecwid，这对他们成功获得和维持新用户至关重要.
利用 Ecwid 功能
Liz 发现 Ecwid 对人员配备特别有帮助. 它使她能够轻松管理业务日历，以确定他们每天需要打包的箱子数量以及需要多少劳动力. 虽然一些订阅者可能会取消订阅, 新客户的整体增加意味着业务仍在增长.
企业赞赏 Ecwid 在营销和消息传递方面的作用. 加, 客户备注功能还帮助企业获得了声誉, 因为客户可以提供具体的送货说明并要求某些物品，同时注意任何过敏.
将产品发现纳入他们的订阅
最初, Liz 允许客户选择单独的产品, 但他们注意到客户没有选择某些库存商品. 为了解决这个问题, 她的团队开始提供带有精选物品的农产品盒, 让他们更好地控制库存并创建订阅模型. 该企业最终看到对固定费率产品盒模型的需求增加. Customers have given positive feedback to the business for introducing them to new fruits and vegetables they wouldn’t usually buy.
Working on the Brick-and-Mortar Location
Liz acknowledges that commercial real estate development is difficult and full of surprises but emphasizes that having a permanent brick-and-mortar presence is key to her mission of food equity in underserved neighborhoods. Despite the challenges, 如果操作得当，食品杂货行业有增长和利润的潜力.
了解有关四十英亩新鲜市场的更多信息，如果您位于芝加哥，请务必支持他们:
