You are reading 3Bits & Change, an email about building a direct to consumer business on the internet. Today’s email was written to the persistent sound of a fan.
Good morning,
It was after the failure of the podcast sponsorship I wrote about last week that I decided a physical store was the next step for this business. When at markets with other sharpeners (training) I’ve noticed many customers ask where the physical store is. There is a sense of community affirmation, acceptance and trust that comes from bricks. Apparently people need more of that trust factor, than say buying kettle corn or a custom arranged plant, when it comes to their knives? Or, I’ve not yet overcome the trust factor when mailing.
Either way, at this stage in this business it’s mentally and emotionally easier to spend money on things you can see and control vs digital media. Moreover, we’ll have a “set” to shoot videos from if we have a store. And, I’m not interested in sharpening in my sweet ski outfit next to a propane heater in negative temperatures again this winter.
I have been looking for a spot for over a year. As it turns out, where I most wanted a spot in Edina is going to have a “kitchen store” and bakery across the street. They announced last week. We’re not the same kind of store but that landlord could not see the difference. Trust me. I tried. And with the now ice cream store too. I can only hope that once we get this store open we’ll have landlords come to us like I’ve seen happen for other unique brands. Maybe the next store will be easier. Maybe it’s harder. Maybe this is the only store. Maybe we’ll have a truck or a container next. We’ll see.
Anyway, back to the first store. The landlord and I had a 3.5 hour lunch one day in early September. I guess I passed the test. He offered me the space. The initial offer was for 5 years. I was not about to personally guarantee 5 years. So, I negotiated down. And now, I know I should have asked for 1/2 of the build out costs too. They keep growing.
PSA: When estimating store build-out costs, estimate 40% high. Then, double it. You’ll probably be low. And, this is coming from a guy who grew up in construction. Maybe it’s the curse of knowledge. Yet, I would have a hard time going to Home Depot to purchase materials and spend the amount quoted on most of these line items. Wewfda.
When designing the store I know we’re after a heated space that can express the brand as trustworthy and provide a video set. I’ve also kept three key functional areas in mind.
The Sharpening
The Retail
The Classes
Bit #1 • The Sharpening Workshop
All of the sharpening equipment fits on two rolling tool boxes. We’re going to roll those on a rented truck along with a shelving unit and some IKEA cabinets and drop ‘em off. Once plugged in, we’re up and sharpening in the back right corner of the shop. Viola. It can be done in a few hours.
But, what else? We’ll have a “ringing” solution. Ok, but, there’s double the square feet in the space than is required for sharpening and checkout alone. Moreover, what will people do in the space when waiting?
Let’s have them shop!
Bit #2 • Retail
Unique, hand made, historically connected, kitchen goods are cool. And, we don’t have non-industrialize Japanese knives intown, yet. So, let’s do that. It’ll be unique.
About a year ago, before having sharpened a single knife, I was having a conversation with a very good friend about what to put in a store. He implored me to only carry one of anything and only the best of that thing. That sentiment rang true for me and I’ve since adopted this approach as a curatorial guide.
After having visited kitchen stores with a special eye to building one myself I’ve come to expect them to be hectic… chaotic even. Multiple shelf unit types and pans and gadgets and a mess of color makes for a predictably unsatisfactory and chopy experience most of the time. No wonder people cook so little? Maybe you’ve experienced similar. And yet, the average “kitchen store” will do 7 figures+.
So, we’re going to have select items that are hard to find anywhere else in MN. They’ll lean toward handmade and appealing - higher end. And, they’ll be selected because of quality vs filling shelf space. Afterall, the space is under 600 sq feet in total.
I was in CA last week to select our initial kitchen knife offering. I’m so excited to bring the first meaningful retail selection of Japanese knives to MN. Their popularity has grown on the coasts over the last 10 years. We’re just a few years behind, but not for long. There will be a store for this holiday season.
In another twist we’re going to experiment with the Bonobos fulfillment model, but for the knives. Bonobos sells men’s clothes. They realized that the standard cuts available only “fit” a select group of men. So, they custom tailor their clothes and mail them to their customers. We’ll do the same for knives. Come in for a fitting. Select the ones you want and we’ll order it for you. Afterall, like you have pants at home you also have knives at home. A small wait after a fitting goes a long way to getting a great fit.
As for the other inventory, expect cool hand towels, some lazer trivets, select snacks, maybe some salts if Paul helps pick ‘em, deli containers (because they’re the best leftovers solution out there) and more. We’re keeping our eye out for cutting boards and more. If you think of something we should consider having on hand, shout.
Bit #3 • Classes
I’ve come to believe that no matter the book, blog, YouTube or TikTok one consumes there is no replacement for a classroom and practice when it comes to knife skills. What the mind knows the body needs to put into reality, physically. All the better in a safe place leading with curiosity.
The center of the store is going to be designed to be arranged and rearranged for classes. Think, up to 10 happy learners guided through a set curriculum all applying their knowledge to practice on the cutting boards together. We’ll start with knife skills but sharpening on stones and guest classes are down this track too.
These will be paid classes running 90 mins. Think of the groups of people you’re looking to have unique experiences with. Maybe a neighbor group, a family group, a work group, a couples group or a book group come to mind? We’ll get open and then start scheduling these. Our pilot classes in our home kitchen have proven to be hits. We expect similar with these. Please let us know if you’re interested in getting one on the books!
Come with your knives. Cut with them, then have them sharpened and cut with them again. It’ll be fun. And if that’s not a match, then the full retail inventory will be available for demo, knife fitting and testing too. I bet you’ll find ones you prefer. We’ll get ‘em on order ASAP. :)
I’m excited about classes. The real way to know what a sharp knife can do is to experience one yourself. Your senses are alive with a knife in hand. And it’s so much better when that knife is sharp. The real way to know if you like a particular new knife is not to look at it on the internet or read its specs, or stare at it through some glass at a WS, but to cut with it on a board. Let’s do that together.
Sum
OK. So, we’re opening a store and it costs more than estimated. We’re going to have sharpening on site for our online program as well as walk-ins. (We intend this store to also make grocery partners easier to close because we’ll have a storefront and be trustable, faster). We’ll have select kitchen goods along with select (largely) Japanese knives on hand for demo. And finally we’ll have classes too.
Change
I’m low on school lunch articles this week. So let’s talk about the change this newsrack is going through.
We’re going to have limited hours. On the one hand it’s to support our online business with shop time. On the other hand it’s because I work school bus hours and need to be home in the early afternoons.
So, the solve will be two “earthen jug” colored objects. The newsstand will be for picking up our custom packaging with instructions for packing - free of charge. The dropbox will be for dropping those packages off for service.
We’ll offer USPS return for another $9 per order too. Fun. Easy. Let’s go!
On Your Way
As the days shorten, may you find a really good stew for dinner this weekend and a good book to read under a blanket, maybe by a fire.
Follow Vivront.com on TikTok, Instagram and Facebook.
Follow @josephrueter on Instagram or Linkedin.
Order kitchen knives sharpened or give the gift of sharp at Vivront.com.
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PS… please use your hone regularly. The sharpener has a responsibility to recraft an edge. But like tires on your car, they wear. You have the responsibility to tend to your edges. Use your hone regularly and keep your knives sharpener longer. :)
Check this video that shows the difference a few strokes on a ceramic hone can make as measured by on our sharpness tester.
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So awesome. Congratulations!!