Salete, Roberth and Valdir Gustmann: today, the three take care of own business backed by years of experience.
São Paulo - Valdir Gustmann, 64, is now owned a china shop that earns millions a year. And it all started in their first job, says the entrepreneur.
The Gustmann career began in Schmidt porcelain factory, located in Santa Catarina. He was assistant manager sales and featured products for business customers. "I learned to sell, talking with tenants from other parts of Brazil. I felt great, evolves a lot and learned from these contacts, "he says.
Then the clerk then agreed to be transferred to a network of partner factory stores, now working in retail geared to final consumers. Was 13, became manager and leaned on the experience gained in that time to realize his dream: a business.But for this, it was necessary to gather the needed capital.
So Gustmann registered as a legal entity (PJ) when he left his old job. "I started to commercially provide services for a company in the same industry, which bought factories and resold by catalog. I would select the product and at the same time, looking for a space to open my own shop. " After eight years, Gustmann could let life of service to open a Shop of porcelains in 1999.
The business was located in New York City (Santa Catarina), I had 80m² of space and was rented. In it, both worked Valdir Gustmann and his wife, La Salette, who also had great sales experience in the porcelain industry. "From there, we have begun to raise customers. That store I worked for 13 years was gone, but I really know the clientele it. So, I managed to pull many of these consumers for our business, "says Gustmann.
With success, entrepreneurs bought land and built a new store in 2006, which is the same today. Beyond the site ceased to be rented, the project size jumped to 2,600 square meters (but still remains in New York City). A son of the couple, Roberth Gustmann also joined as partner (as a whole, entrepreneurs have three children).
The store specializes in selling products made of porcelain, crystal, stainless steel, seeking both products usually sold in factories as those made exclusively for business. The major focus is on the middle and upper classes. In 2014, the Porcelain Shop's annual turnover was 12 million. The forecast for this year is to have the same value or grow a little more. In 2016, the business intends to occupy the third floor of the building where you are, and continue to increase the mix of products offered.
But as the business was able to expand your business this way? Here are three strategies mentioned by the entrepreneur that help the business you want to grow even during the crisis:
1. Disclosure and partnerships
Gustamnn mind that the Lodge of the porcelains is small events within the company. In addition to the customers who pass through the participating store, those already registered in the project system are contacted and invited. The deal seeks to partner with, for example, brands of microbrews, pastries and breads, to be offered at the event. Everything is free and it is very marked for consumers, says Gustmann. The Shop of Porcelain also sponsors places Camboriú through which the whole country clients such as golf courses. "I know our name and come to see our shop."
Finding new customers is the Porcelain Shop's strategy even in times of crisis. "We have a work directed to seek customers and new. We can not be fixed in a crisis, "he says. "It exists, but we have to work for it does not affect us, seeking alternatives. You have to chase, can not wait sitting in the chair. Then nothing happens. "
2. Pleasing tourists and locals
But to no avail draw the attention of customers from different regions to logistics is not well developed, especially with difficult products being transported by customers by plane, as a porcelain set, for example. "We set a strategy a few years ago that the client does not need to take. We ship all over Brazil, "says the entrepreneur. Still, the Lodge of Porcelain focuses more on local consumers, which are about 75% of total sales. Tourists buy more just between the months of November and March, marked by the tour trips.
3. Experience in the business and product selection
"I always bet on the knowledge of my wife and on the branch," says Gustmann.Therefore, the Lodge of Porcelain invests in differentiated products that have some potential for success. The news arriving by the analysis of entrepreneurs, a factory or a search suggestion with the customers themselves. Not all are hot sellers, but if the product starts coming out from the shelves and new stocks arrive, there is an increase in both the variety of options as in sales. "You have to follow the news and search for information," advises the entrepreneur.
However, this does not mean abandoning the more traditional products, as these are often the true sellers. "These are the basic products but they sell always like a white porcelain set, for example. All use and replenish when one of the puzzle pieces. There should always be reset in the store, so there is a guarantee that the client's china game is always full, "explains Gustmann.
