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Steve Chou: So, the advantage of that obviously is it is free. They do not charge you any costs. You can run your shop with as little overhead as possible. Pretty much the only thing you need to pay for is webhosting which is on the order of $5 to $7 a month.

Steve Chou: So generally, I selected an open source bundle, read the forums, read as much documentation as I could, and simply ran with it. Philip Taylor: Alright. Steve Chou: However today actually there are a lots of solutions offered. Even if you do not understand a lick of html, you can register for these hosted shopping cart solutions.

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Philip Taylor: Do you advise that, or do you still suggest the open source options for more control maybe?Steve Chou: Yeah, I always recommend open source if you are technically inclined because you have complete control over everything. If you do not desire to handle any of the headaches of tossing up the technical elements of the shop, hosted services are perfectly great also.

Philip Taylor: I see – define e-commerce. Okay. That is great stuff. So, what about the physical item? What were a few of the initial products you had in the shop? You pointed out the scarf. What were the other items, and how did you get them physically?Steve Chou: We decided to simply release with a wide variety of handkerchiefs.

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Essentially you want to be the very best at what you do. So, we essentially began selling an entire variety of handkerchiefs, and we quickly had the best range on the marketplace. We chose to get these imported from overseas because the rates certainly are very attractive. That method we could screw up a little bit and still earn a profit.

Alright, so you in fact had these delivered to your home?Steve Chou: Yes, that is appropriate. Philip Taylor: Then you would do some kind of embroidery or just repackage it somehow?Steve Chou: Yeah, it was either embroidery or we repackaged it. We essentially developed bridal sets. Essentially it was repackaging I guess when it comes down to it.

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Philip Taylor: I gotcha. And as a bundle for all the bridesmaids or all the groomsmen? I like it! So embroidery, was that something you or your wife had some experience in?Steve Chou: Yeah, it is really one of my spouse’s pastimes. It is not a pastime of hers anymore due to the fact that of the business really, however she is beginning to return into it now that we have contracted out that part of the operation.

That is correct. Philip Taylor: So early on when did you find time? You discussed you both kept your business tasks. She was just pregnant, so undoubtedly there were 9 months there you had to work with, however when throughout your days, nights, or weekends did you make this happen?Steve Chou: Generally we did the bulk of our deal with the weekends and on specific nights.

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When you do that, you find that you have a lot more downtime. So, it was not really that hard to discover additional time since we were losing a lot of it daily prior to we decided to start this thing. Philip Taylor: Now that you have kids, and I have kids now, we understand just how much leisure time we actually had when we did not.

Steve Chou: It truly was a joint endeavor because she wished to quit her task, and it was a group effort to supplant her income. What worked well is there was a very thick dividing line in between our obligations. She was in charge of product, and I was more in charge of the technical elements, so we never actually butted heads.

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Okay. Great. So you had the product, and you got the preliminary site up, so how are you getting individuals? You mention that you are very specific niche, which I believe is great. You still needed to get people to the website, so how did that occur in the initial stages?Steve Chou: Yeah, so we relied greatly on AdWords.

Steve Chou: And also forum marketing. We would comb the bridal forums and just begin answering questions. Every so often when somebody would ask what an ideal keepsake would be, we would delicately suggest our shop. Meanwhile, in the background we were pumping out lots and lots of content for the website and gradually getting indexed in Google. e-commerce.

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All of these tutorials used materials that we actually sold in our store. Customers would come in through the search engines, be truly drawn in to these crafts that they might make with their wedding, and then low and see just click on the link and could simply buy it best then and there.

Philip Taylor: Okay. That’s great! So, it is nearly a 3-fold technique there where you have some social interaction through the online forums, you have some direct marketing through AdWords, and after that you have some SEO natural traffic originating from the guide material you are producing. Steve Chou: There was really 1 additional part too because we started getting in touch with wedding and occasion coordinators who had the purchasing power to acquire wholesale.

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Philip Taylor: How did you pitch those planners? What exactly were those conversations like?Steve Chou: It was basically saying, “We offer wedding event handkerchiefs. We are really reliable. We will provide on time. You can quite much inscribe your initials or whatever. If any of your clients ever need that service, we are readily available.” At the time we actually began broadening to offering napkins and linen towels and that sort of thing since honestly our prices were on par with rentals.