Where do you see your business in five years?

This is a hot-button topic for most independent stationers these days. While we expect to see a certain shift in consumer shopping trends from one year to the next, we were collectively caught off guard by the sea shift that occurred during fourth quarter 2006. Far more customers — including the 40–55 age group — were ordering online than usual, causing the curve to spike, regardless of region. As a result, most of us are throwing our original 2007 plans aside, picking up the chalk and asking "What next?" As for me, I'm looking at the Internet in a new light, finding ways to take our site from informational-only to a more useful, interactive resource while steering clear of full blown e-tailing. I intend to make our business plan more fluid so we can ride the changing tides with greater ease in less time. Will that make life more complicated? Yes. But in this day and age, brick-and-mortar stationers don't have much of a choice if we want to remain relevant in the marketplace. Five-year chunks used to be the standard when putting together a new plan; right now, we're taking things in one-year increments, aware that "agility" precedes "longevity."

In five years I hope to be running my business with a lot more freedom. As I grow up in retail I hope to learn how to be better at buying, selling, display and customer service. I want to be a better boss. I want to get my business to a place where, despite what is happening in the economy, I do not panic, but can consistently be moving forward with confidence. I want to have fun at this and enjoy every day not always having to worry about the money or the seasons or the state of the union. I will stay educated on the industry but try not to over-think every statistic that comes out. My goal is to define my brand better. I had hoped the purpose in working for yourself was to enjoy life a little more by doing what you love. When I can stop baby-sitting the business so much, I think that will show in every other detail.

That would be 2012. I hope that I have my web site completely active. I've actually taken my web site down so I can do a more personalized approach with e-newsletters and my event listings and I'm hoping that will be up then and fully functional. I would also like to have better inventory control, more of a comfort zone. I'd like to have a lot more flexibility, so if I see a line that I'd like to bring in right then and there, I'd be in a position to do that. As opposed to being so careful about how we approach that, especially if the line has a high minimum. That would be a real luxury. I'd certainly like to increase our sales, maintain our loyal client base and still get some recognition in other parts of the area. We own our own building so we're in a good position there. Based on my past year I think I'll also be doing some more seminars and retailer education, which I love. I think that will be a new element for us.