Dreams Do Come True

by Patricia Twitchell

Published on this site: July 3rd, 2004

When the idea first came to me to open my retail store, I naively shared my plan with others. I was amazed at how many people were quick to offer reasons as to why my dream wouldn't work.

Everything from wrong location, wrong time of year; too niche a market, to they just didn't think my particular type of product would sell. What I soon realized is that I would either believe what "they" said or I wouldn't. What I also realized is that if my dream were to become a reality it would be essential to arm myself with as much information as possible on the ins and outs of running a business.

The thought of having my own retail store was the culmination of many experiences. One was a trip to the tourist town of Solvang, California. My husband and I leisurely strolled through store after store in the quaint tourist town. With each store I walked into I found myself fantasizing about the day I would have my own retail shop.

Within a few years of my Solvang trip, I opened the doors of my specialty gift shop in Myrtle Creek, a quaint town nestled in the scenic mountains of Oregon. As I look back over the last eleven years, I realize how much I have learned from running a retail store in a town of 3,500. One of the most important things I have learned and know to be true is that dreams do come true if you are willing to work for them.

Although my shop is a dream come true there has been a price to pay for the vision. For anyone who is thinking of beginning your own business, perhaps my experience can help you decide if you are cut out for owning a business.

I believe the most important ingredient to business ownership is a commitment to your vision. You have to be willing to stick with it even when things seem like they are not working out. Just because you open your doors does not mean you get a flood of people coming in.

Foot traffic and phone orders require a good plan and the necessary actions to support the plan. You can have the greatest product or service, but if no one knows you exist, you will be hard pressed to succeed. An essential part of your plan is how you will market your business.

Another key ingredient is the desire to create an experience for your customers. When I think back all those years ago when we were in Solvang, what intrigued me the most and made me want to return to the town and tell my friends about it was the experience. As you think about your business, what is the experience you want people to have?

In addition to the experience you create for your customers, you have to be willing to put your wallet where your mouth is. Far too often people say they are committed to something except when it comes to making a financial commitment. Owning and operating a business requires a monetary investment. If you are not willing to do that, perhaps owning a business is not for you. On the other hand, before you make a financial investment, think it through. Why are you investing the money and what is your ROI – return on investment.

Although there have been tough times in the last eleven years, like when the economy took a nosedive, I have to say, through it all it has been worth it. Owning a business is an incredible dream come true. Yet, if you don't think through the process it can be come a haunting nightmare.

The question you need to ask is, "Am I willing to do what it takes to make my dream come true?"

Patricia Twitchell is the proprietor of Just Bears and Stuff, a unique gift shop located in Myrtle Creek, Oregon. Nestled in the scenic mountains, it is a favorite place to visit for people from all over the country. Receive "Beary Special Moments" a free online teddy bear facts and tips e-zine by visiting www.justbearsandstuff.com.