Starting a perfume business
with a shop of your own

Is starting a perfume business in India or the Philippines any different than starting a perfume business in North America or Europe? While regulatory issues and supply chains differ from country to country and sometimes from region to region, the business fundamentals are the same. To have a perfume business you must be able to make profitable sales. To make profitable sales you must have product you can sell at a profit. Today I want to write about getting started.

How does a business that sells goods to consumers get started? Sometimes it gets started when you buy a franchise or when you put up a lot of money to open your own store. But how can you do it if you don't have that kind of money? Would you be surprised to learn that people have been doing it, successfully, for years?

More than one American fortune was founded by someone who peddled goods from town to town, traveling on foot, working out of a backpack. In New York City I recall seeing African men staking out sidewalk spaces and, seated on the sidewalk, selling out of duffel bags.

American peddlers who started out on foot invested their profits, first in a horse so they could travel farther, then in a wagon so they could carry more merchandise, and finally in a store. As profits grew, sometimes they opened a second store.

Today we have shopkeepers whose "shop" is a folding table set up at a flea market, craft fair, or farm market. And some people sell out of the trunk of their car. They have found that even with these low profile "store fronts" they can make money.

Regardless of whether you start with a peddlers pack, a folding table, or a store, the dynamics of your business are the same. You have set yourself up as a "shopkeeper" or "retailer" and you confront all the problems and opportunities of others in your trade. Let's look at some of what is involved.

First of all, your shop must become the center of your life. You must be passionate about it, proud of it, and totally committed to it. You must be constantly focused on making your shop, no matter how small, a more effective money spinning machine. Making your shop make money must become everything.

Whether your store is brick and mortar or a folding table, feeling comfortable with the "traffic" is essential. If you want people to take an interest in your merchandise, your first step is to take an interest in them.

Always be clean, neat, and nicely dressed. You want people to feel comfortable with you. You don't, by your dress or mannerisms, want to distract them from the merchandise.

Charm your customers by talking to them, finding out what they might like and helping them find it and buy it.

Honest dealings build trust and trust brings additional sales and new customers.

Be prepared to be present at regular hours. You are the store's image. People will want to talk to you and feel they know you. Schmoozing with customers helps build business. Arrive before opening time and stay a bit past closing time. Show that you are the captain of the ship.

How you display your merchandise matters, even when you are selling off the top of a folding table. Make your display an example of the pride you take in your business. Feature the items that should be featured. Highlight the winners. Don't give every item the same amount of shelf space or the same treatment.

Start-up money isn't really an issue because, if you have the right motivation, you can get started with a folding table. If you invest in a store but don't have the right motivation (perhaps because someone gave you the money to open the store and you didn't earn that money yourself), you are likely to fail. To succeed you are really going to have to put your back into it.

One final warning. Ego and the wrong kind of pride can block you from opportunities. If you have no money but could sell successfully off a folding table BUT are too proud to "lower yourself" to that level, beware! If you have money to rent an inexpensive store but, due to your ego, will only consider a fancier store and location, beware! Starting your own business may be a bad idea for you. (FOOTNOTE: Barneys, the famous clothing store which became a chain, was started by Barney Pressman in New York City at 7th Avenue and 17th Street, not a great location. Yet I remember finding that store and buying some very nice Burberry trousers there before the store became famous – and the goods far more expensive.)

I haven't mentioned inventory; how to find it and how to buy it. Buying right is your ticket to success and I'll write about it next week.

Now available: "Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics"

Instant download in pdf format — $9.99

Also available in a soft cover edition from Amazon.or read more about this book.

How to create an international production formula for your homemade perfume
How to create an international production formula for your homemade perfume

Homemade perfumes generally lack commercial value, regardless of how wonderful they may be, because their creators fail to record how their perfumes were made. To profit from a perfume, to sell it, to sell the rights to it, or have somebody sell it for you, you must be able to make more of it. To make more you need the formula, the record of how the perfume was made: what materials were used and how much of each material was used. While the formula is nothing more than a recipe, a simple piece of paper, it is the key to unlocking your perfume's commercial potential. With the formula in your hand you have the ability to make a few dozen bottles more or, like the celebrities, tens of thousands of bottles. How to create an international production formula for your homemade perfume is a guide to getting you started on the right foot, correctly documenting everything you do as you are doing it, and then using these notes with some basic mathematics to write a simple, accurate, universal formula for your perfume. Writing formulas for your perfumes can change the way you think about them. With your formulas in hand your creations are no longer "here today, gone tomorrow." Now, thanks to your library of formulas, your perfumes become immortal!

Making perfume by the quart
Making Perfume By The Quart: A do-it-yourself project book

While much is written about perfume – the beautiful fragrances... the beautiful bottles – little is available on the "mechanics" of perfume production – the steps that take place on the "factory floor" where a beautiful vision is turned into a finished product, a "ready to sell" perfume. Now you can experience all of these steps, hands on, by making just one quart of your own perfume. If you follow each chapter and do what you are instructed to do, you will end up with from 8 to 64 bottles of your own perfume, depending on the capacity of the bottles you select. Along this "insiders journey," each step is profusely illustrated with professional color photographs and you'll learn — • Exactly what alcohol you'll need and where to get it • Why you'll want (just a little!) water in your perfume • What type bottles you'll need and why you cannot use others • Why you will use a spray and not a cap • How to fill and seal your bottles • How to label your bottles with the correct information so they will be legal for sale • How to select a name for your perfume that will allow you to acquire powerful trademark rights free. If you are a developer of scents you are encouraged to use one of your own for this project. If you are not a scent creator yourself you'll learn how to get a fragrance oil that is exactly right for this project. Online sources are given for all required supplies and materials. Nothing can hold you back from starting your project immediately!

Creating your own perfume with a 1700 percent markup
Creating Your Own Perfume With A 1700 Percent Markup! (3rd edition)

Perfume is famous for the markup it can achieve, even for a middle market fragrance. While "everybody knows" that perfume costs next to nothing to make (not completely true) the making of it is often considered an esoteric secret. "Creating Your Own Perfume With A 1700 Percent Markup!" details how a 3-person company with no experience created their own fragrance in response to a marketing opportunity that was too good to pass up. The book explains exactly what was done to create a fragrance for that opportunity but it is far more than a history of the author's project. "Creating Your Own Perfume With A 1700 Percent Markup!" lays out every step in the process of creating your own perfume, either as a do-it-yourself project – and without the benefit of automated equipment some compromises and workarounds are required – or full bore professional production under your supervision. Either way you will be producing a quality fragrance at a remarkably low cost. Do you have a marketing opportunity that would be wildly profitable if only you could obtain your fragrance at a ridiculously low cost? "Creating Your Own Perfume With A 1700 Percent Markup!" is the guide you need to do it.

Creating your own perfume from dropper bottles
Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics

Now when you make your own perfume you can make it fully "commercial" meaning you will be creating a product ready for regular, continuous sales to friends, relatives, and the public! If the fragrance you've made has already won praise, why not share it with others? Some might pay you for it and want it for their web stores or retail boutiques! Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics guides you through steps that can turn your hobby project into a perfume business. Discover how close you are now and how little more you must do to take what you made with essential oils and dropper bottles into a business of your own! For an introduction to this book, watch this video.

How to launch your own business
How To Launch Your Own Perfume Company: A Simple Business Plan

You can build a perfume business of your own using this business plan as a guide. By following its detailed strategy you learn to identify motivated groups of potential perfume buyers. Members of these groups are near the tipping point of desire for a new perfume. You don't know these people and they don't know you but you know a marketer they trust, one who does not currently sell perfume and might never think of selling perfume were it not for your approach. Here is where you step in with a professional plan, promotion, and perfume to take advantage of this ripe opportunity for mutual profit. Before your first promotion has peaked, you will already be developing a relationship with your next marketing partner. Following this plan, you will gain more and more profit with each new marketing partnership.

naming your perfume and protecting your name
Naming Your Perfume And Protecting Your Name

A really great name, a special name that is just right for a particular perfume or perfume marketer (or entrepreneur with money to invest!) can be worth a ton of money. But few individuals with great ideas ever manage to cash in on those brilliant ideas. Instead they wait while others "discover" their idea, acquire legal rights to it and make all the money while they are left out in the cold without a penny having been earned for what was once THEIR idea.

If you are struggling to name your perfume and are looking for a name that will have real value, "Naming Your Perfume And Protecting Your Name" will help you weed out low value names and point you to names that have better marketing value plus the potential to become valuable assets in themselves.

If you have a great name you want to protect but no fragrance, "Naming Your Perfume And Protecting Your Name" will guide you through the simple steps you must take to acquire a legal right to that name before someone else grabs it! Best of all, "Naming Your Perfume And Protecting Your Name" shows you how to gain strong legal protection for your name without a lawyer and without spending more than pocket change.

Never had an idea for a product name? Never thought much about perfume? "Naming Your Perfume And Protecting Your Name" may stimulate your interest in a whole new game that, when played well, can make you lots of money without your having to leave the comfort of your home office.

creating a more valuable name
How To Create A More Valuable Name For Your Perfume

When you name a perfume you create a valuable asset – the name itself. To sell your perfume you want the most effective name possible. But a good name can have value beyond the edge it gives your sales. In naming your fragrance you are creating a trademark and a trademark can have value independent of the product. The value of that trademark can vary. Much depends on how well, in naming your perfume, you follow the trademark "rules." How To Create A More Valuable Name For Your Perfume first helps you develop a name that will be effective in selling your perfume. It then prods you to make use of certain techniques that can turn a good name into a great trademark, strong and valuable. If you have questions about how to protect a name, How To Create A More Valuable Name For Your Perfume will answer many such as:

  • Can you protect your name yourself or do you need a lawyer?
  • Can you register a trademark without a lawyer?
  • What does it cost to register a trademark?
  • How do I enforce the rights I have established?

How To Create A More Valuable Name For Your Perfume covers both state, federal, and international protection.

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Philip Goutell
Lightyears, Inc.