Lessons of a successful on line retailer

Life experiences and challenges have been the catalyst for many successful enterprises. Nad’s was created by Sue Ismiel in 1992, when Sue struggled to find a natural hair removal product for her daughter she created her own, an extremely effective natural hair removal product from ingredients she found in her own kitchen. Carrie Felton established Stuck on you in 1996, when she found her son’s crèche required her to label his belongings. Like these successful Mums, Elizabeth Murphy identified a gap in the map place, when she found living in a regional country area, she had limited choice in children’s clothing and gift giving products for parents and babies. Subsequently La Toriana was born.

Elizabeth Murphy founded La Toriana in 2006. Elizabeth says La Toriana provides on line shoppers with easy access to the hottest trends and fashions in children’s clothing. Elizabeth conducted extensive research before establishing La Toriana, she acknowledges her research revealed there are key elements to becoming a successful on line retailer.

Networking is Elizabeth’s first tip. Networking is a great way to cost effectively spread the good word about your business. Networking can also provide budding business owners the opportunity to further refine their business concept. You can gain great insights and leverage learning from other various business owners who have been through the start up phase. Networking need not just be face to face, there are many on line forums where like-minded business owners meet to discuss current issues.

Elizabeth encourages budding business owners to “find a good website developer”. Securing the services of a creditable website develop is essential to the creation of a professional on line store where customers will feel comfortable making a purchase. I too believe this is an quinessential ingredient in the foundation of any on line business. To ensure the success of your business from concept to fruition you need to secure the services of a capable web developer, who you can trust; easily work with and with whom you can easily communicate your goals, ideas and vision with.

Similar to the old saying “you are what you eat”, your growing business reputation is a direct result of the products you decide to stock. Your stock represents your business, be careful not too fall into the idea that you represent the stockists. Be choosy stocking products that are not aligned with your branding and image will dilute your unique selling proposition. Carefully select the products or services you wish to represent your business. Word of mouth is critical to the growth of every business. If you take the time to select and stock quality products you will improve your chances of generating strong positive word of mouth. After all who doesn’t want happy customers telling their friends about your business, its free advertising!

Elizabeth admits starting a business has not been with out its challenges. She says it’s a constant battling juggling family commitments, along side her responsibilities to her husband’s business. To get through, Elizabeth explained she developed a three P mantra, professionalism, persistence and patience. From the very beginning of the idea for La Toriana Elizabeth says she maintained a high level of professionalism, from the way she answered the phone, written communication and image. Elizabeth stated she has had to employ patience and persistence “There have been a few knock backs along the way,” she says, however with perseverance and a determination to succeed Elizabeth says she has over come initial obstacles. Some of the suppliers who initially knocked her back due to her being “unknown” now see the final product she has created and have come knocking on her door !!!

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