christian county
business DIGEST September 26, 2012 socialize, page 2
‘On the road again’ Local auto dealerships adjust to changing market. DONNA OSBORN Headliner News hile all businesses felt the economic impact of the financial crash in 2008, not many felt it worse than the auto industry. While politicians trade barbs as to whether the federal rescue worked, there probably won’t be much of an argument coming from dealerships or their employees who weathered the crunch. In Christian County the Chrysler-Jeep dealership folded, at least in part, because of the financial climate. Four years ago, each day brought new reports of dealerships closing across the country. “The overall U.S. car market dropped in numbers,” said Brent Hanks, sales manager at Dennis Hanks Chevrolet, Ozark. “Now it is projected to go back up to 12 million and maybe 14 million over the next few months.” According to a recent online UPI report, “... auto sales are expected to reach 14.2 million to 14.3 million vehicles this year, easing concerns of a sales slowdown during the second half of 2012. General Motors estimates industry sales of 14 million to 14.5 million this year because of pent-up demand.” But as the economy recovers, successful dealerships have had to make some changes to accommodate the new normal in consumer buying habits. “We cut back on our inventories because overall demand for cars would be down in the (bad) economic times,” Hanks said. “But with the gas prices going up and down, it was hard to figure just what to
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Using social media in business advertising the new normal, page 3
Consumerism takes on new dimension helping hands, page 4
Community involvement is vital for good business.
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Part of the downturn was driven by the high gas prices—that started the small-car rage.” Roger Campbell Campbell Ford inventory.” Traditionally for the Hanks’ dealership nestled in the heart of the Ozarks, big, luxury pickup trucks and SUVs that can haul livestock trailers for the farm or boats to the lake made up about 60 percent of sales. Now that has changed. “We are more balanced now in trucks and cars—about 50-50,” Hanks said. “We used to be up about 7 percent in trucks and SUVs.” And now the cars reflect the consumers concern about rising gasoline costs and the government’s movement toward fuel economy. “These cars were already in the pipeline,” Hanks said of GM’s response with fuel efficient models. “The gas prices brought these out on the market a little sooner. Today it is a driving force in what you sell. Chevrolet got back into the car business.” Hanks said his best selling model today is the Equinox, a mid-sized fuel efficient SUV that averages 30 miles to the gallon. “It’s been our most consistent vehicle all
the way from 2009,” he said. And that has not only to do with fuel economy, but price—$23,000 to $32,000. Hanks also said the introduction of the Chevy Cruze, Sonic and soon-to-theshowroom Spark, has given dealerships like his a better footing in the small-car market. UPI reported that sales of those models, including the Chevy Volt, a plug-in hybrid, set monthly records in August. But for Hanks Chevrolet, trucks and SUVs still hold value for their customer base. “We don’t have mass transit in our area of the country,” he said. “They don’t understand our transportation needs.” Hanks means that what Detroit may project to be good sellers in the metropolitan areas, doesn’t necessarily mean it is a fit for more rural areas like Christian County. For Ozark’s Campbell Ford, just across U.S. 65 from Hanks, the story is much the same. “What really changed the most was the mix of vehicles,” said owner Roger Campbell. “We inventoried a mix of lesser expensive vehicles. Banks didn’t loan very much.” Campbell said he also reduced inventory some, but now things are bouncing back and production is catching up with demand at Ford. “We cut back a little bit in inventories,” he said. “Now we are needing a little more inventory; Ford is now to the point that they can produce it.”
see AUTO page 2
Saturday afternoon fever, page 5
Community effort bringing in business.
closing the digital gap, page 6
Legislators say Internet sales tax needed. Entire contents copyright 2012© Neighbor News
Donna Osborn/Headliner News
Owner Dennis Hanks and son Brent, sales manager at Dennis Hanks Chevrolet in Ozark, adjusted inventory in response to the auto market.
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Socialize Social media key to business advertising in new marketplace. EMILY LETTERMAN Headliner News hen a customer didn’t show to pickup a custom created Stacey’s Sweet cake, Amy Shelor knew exactly want to do. “I put a picture of it on Facebook,” she said with a smile. “We’ve had this happen about four times now and each time I post them on Facebook, they are gone by the end of the day.” Gone, thanks to customers like Erica Crain who drove from Springfield for the discounted WWE cake. “I was on the west side of town when I read about it on Facebook, but the cake is so good, I knew I had to have it,” she said. “I’m so glad I saw it on Facebook because everyone at the office is going to love it.”
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Shelor said without the Facebook post, the Ozark shop would most likely have lost time and money on the cake, something the nearly-year-old bakery could scarcely afford. Through picture posts, weekly specials and audience flavor recommendations, Stacey’s Sweets uses Facebook as a source of advertising. The right move in an increasingly media-aware economy, Tara Rawlins said. “Social media gives businesses the potential for a two-way conversation,” said the owner of RAW Marketing LLC. “Businesses need to be using these tools to spread the word of mouth about their business. Social media is like a word of mouth recommendation on steroids.” For a business social media, Rawlins recommends 70 percent of posts be educational and informative, 10 percent of posts should give readers the personal peek into the business they crave and only 20 percent should deal with direct sales and marketing. “The No. 1 thing I tell people to post is pictures,” she said. “People love seeing and
sharing pictures. They can be of products, a new display and especially behind-the scenes things around the business. A Facebook page makes a business more human and approachable, so people want to see those sorts of pictures.” On the same note, Rawlins also warns businesses to be careful not to share too much. “You might not want to post pictures from an office Christmas party where everybody is less than proper,” she said. Shelor said she typically post pictures of, what else, cupcakes. “We like to post the weekly flavors,” she said. “Reading about a cupcake is good, but seeing a picture of it makes you want to have it.” Neighbors across the Ozark square, Ben’s on the Square also uses Facebook to advertise, hoping to reach out to the younger crowd.
“Facebook is all about seeing and being seen. When someone checks in here, others take notice,” said owner Jared Crawford. “It’s all about the exposure.” While the doors have only been open at Ben’s four months, Crawford said business is booming. “The more streams of exposure you can get out there the more the people will come,” he said. While being active on the top three— Facebook, Twitter and LinkedIn—is important, Rawlins encourages new users to take it slow. “Don’t get overwhelmed trying to do them all at once,” she said. “Try Facebook first. Once you get the hang of that—and you will easily—you’ll quickly catch on to the others. Having an inactive social media account is worse than having none at all.” emilyl@ccheadliner.com
LIKE: Clockwise from above: Kallie Weydert frosts cupcakes with Stacey’s Sweets’ famous buttercream. Amy Shelor updates the Stacey’s Sweets Facebook with this week’s featured cupcake flavors. The shop proudly displays its official Facebook sign in the window. Ben’s on the Square owner Jared Crawford whips up a cup of Joe for an early morning customer.
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from page 1 And again that inventory is driven by the consumer reacting to fluctuating fuel prices. Campbell said his best selling models reflect that. “It is our small cars—our Fusions and our Escapes,” he said. “Part of the downturn was driven by the high gas prices—that started the small-car rage.” Another factor entering the car market is pre-owned vehicles. Now, with consumers trending toward economy and savings, that market has changed too. “Prices for new cars have stabilized,” Hanks said. “But the prices of used cars have gone up slightly. People are keeping their cars longer.” And that means that trade-ins generally have higher mileage. “We are looking at vehicles that have over 100,000 miles—they’re not as re-saleable,” Hanks said. “To get the 50,000-mile, really nice used vehicle is tougher.” According to the same UPI report, the average vehicle on the road today is 11 years old. Not only is fuel economy driving the consumer, but good deals in financing sweeten the pot. Offered to buyers with excellent credit, the zero-percent financing plan, according to the experts, does not impact profit margins like cash rebates. Today’s consumers are more educated and knowledgeable when purchasing goods and services, they have technology at their fingertips for price comparisons but seem to have less time to making big-ticket decisions. Local auto dealerships like Hanks and Campbell Ford have responded to the change in consumer buying habits while remaining focused on what still counts for much in the Ozarks— customer service and community relations. Neither had to terminate employees to stay in business, but reduced payroll through attrition. “We had a couple positions where the employee retired and we didn’t rehire,” Campbell said. “We didn’t fire anybody.” Both dealerships focus on customer service and are places where everyone really does know your name. “Trying to find a new customer is twice as difficult as keeping your current ones,” Campbell said. “So keeping your customers is more important than ever. But if they can’t buy a new car we still have a good solid service business.” donnao@ccheadliner.com
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The new normal Consumerism takes on new dimension. DONNA OSBORN Headliner News our years ago in October the stock market crashed, the Dow Jones Industrial Average slipped from a 12,000 close in July to end the day Oct. 6, 2008, at 8,579. The market even slipped farther than that. By March of 2009 it sank to 6,626 and then began a slow arduous climb with peaks and valleys to the 13,500 mark this month. The retirement accounts of ordinary people shrank by at least a third in a few weeks and big and small investors saw portfolios diminish day after day. The housing market, bouncing on an artificial bubble for some time, collapsed and home values plummeted and may never completely rebound. Firms went broke and many that didn’t reduced costs by laying off employees. People lost jobs, some lost their homes. But almost everyone reacted to the down economy—termed recession or depression—by changing buying and spending habits.
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It’s the new normal. And while many with an environmental conscience always made good use from things some considered waste, recycling and upcycling has moved from the fringe to center stage. It’s an outgrowth of necessity fostered by escapism. John Zobgy at Forbes.com writes that consumerism has taken on a new dimension. “Coupled with this economic imperative is a willful desire for a simpler, more meaningful and less acquisitive lifestyle,” he says. “In the book I call it Secular Spiritualism, a construct based on people’s attitudes about the American dream and defined as those who believe that the American dream is measured in spiritual, not material, fulfillment. I am not talking of spiritualism in just a religious sense, but rather a broader wish for a simpler life that includes hobbies, volunteering and, perhaps most important, finding that elusive ‘quality time’ with family and friends. “Upcycling is taking waste and making it into something that has equal or greater use or value. ‘Isn’t that the same as recycling?’ I asked myself. As it turns out, no.” The Internet is home to a plethora of do-it-yourself remakes from the single crafter to the trendy upscale niche market like Marty Steven’s Heebner’s Rebagz.
Rebagz makes handbags out of juice packs and nylon rice sacks. Entrepreneurs like Joey Santley and Steve Cox built ReSurf.org that upcycles broken surfboards into asphalt filler. And there’s a new twist in the social media sphere with the phenomenon of Pinterest where anyone wired can pin favorite ideas and projects to a virtual wish list. “It’s fun to pin all the different do-it-yourself crafts, recipes and funny quotes to your boards,” said Sparta’s Tonya Bohannon in an earlier interview. “I love that it’s personalized. You only pin the things you like and organize it the way you want onto your boards.” Then for the virtual flea-market shopper there is Etsy.com. Many things found for sale there are made with upcycled items. CDs might have found a life as a clock or old vinyl recordings could be jewelry; and of course everything old is new again with vintage clothes dating back to the ‘40s and ‘50s up to the late ‘80s. Old wool clothing can be felted and redesigned into contemporary handbags that adorn the shelves of a museum store or the pages of popular catalogs. The way we were has necessarily made us the way we are now with upcycled items growing in popularity. donnao@ccheadliner.com
La Boutique coowner Michelle Kautz, left, helps shopper Robyn Russell, Ozark, select clothing for her newborn. Donna Osborn/ Headliner News Below, Josie Wodtke, owner of Weezie’s upscale resale shops in Ozark and Branson, puts the final touches on a display. file photo
Resale boutiques benefit from turn in economy. DONNA OSBORN Headliner News osie Wodtke, owner of Weezie’s upscale resale shops in Ozark and Branson, says she was able to expand her business because of a customer base that continues to want quality but at much more reasonable prices. “People are more conscious with their money these days,” she said. “And many of the items I have in my store may be considered a luxury. But at my prices, these luxurious items are well within the budget of working women who watch their pennies.” Wodtke also buys clothing outright, which gives those women with overloaded closets a way to make some money too. During the last 10 years, shopping resale has become one of the trendy ways to stay fashionable; and for some it is also a way to pair unique finds to enhance individuality. But for most women with children, resale is a way to stretch a dollar, especially on children’s clothing. “I shop for my kids most of the time,” said Ozark’s Robyn Russell. “You can get more for your money and the clothes are just as nice.” Russell is a regular customer at La
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Many of the items I have in my store may be considered a luxury. But at my prices, these luxurious items are well within the budget of working women who watch their pennies.” Josie Wodtke Weezie’s owner
Boutique, a resale shop for the entire family. Owned by Michelle Kautz and Melissa Glass, the shop’s been in business for about eight years. Kautz said that since the shop opened, business has always been good because they catered to women, men and children, but in the last several years, it’s been even better. “People are shopping resale first and then going elsewhere,” she said. “Their money can go a whole lot further here. People are spending their dollars more wisely. There are a lot of people who never shopped resale before, now they just love it. And why not? We are an upscale resale shop, not a thrift shop. We have the same designer items as a
department store.” Russell said she wasn’t a stranger to shopping resale before the economy stalled, but is much more conscience of spending habits now. “I did shop resale,” she said. “But not as much. With the economy today I shop more resale and Ozark has really nice resale shops.” La Boutique also buys gently-used items outright and will take limited items on consignment. Neither La Boutique nor Weezie’s are thrift shops. But thrift shops can also be
just the perfect fit for someone with imaginative upcycling in mind. Thrift shops—including Neat Repeats and the Goodwill Store in Ozark—will generally sell their wares for much less. Pennies on the dollar. All of the clothes are donated and most have been worn before. With some resale shops, the owners contract for buyouts of clothing from stores that are overstocked or going out of business; a good portion of the inventory is new, but maybe one season past. donnao@ccheadliner.com
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HELPING hands
Community involvement is vital for good business. AMELIA WIGTON Headliner News n the spring and summer, the Sparta Park Board hosts an outdoor monthly movie night. Families gather to roast hot dogs and marshmallows then throw blankets on the grass, sit back and watch a family movie. But these movie nights wouldn’t be possible without Mike Fouts. Fouts doesn’t help plan the event. He’s not even on the Park Board. Fouts owns the local grocery store, J & M Foods, and donates food to the cause each month. “I can’t count the number of times (J & M Foods) has given us stuff, especially for the city and for the park,� said Park Board member Mike Younker. “(Fouts) is real good about donating and he’s a real good guy. He always gives back to the community.� Fouts has owned and operated J & M Foods, located on state Route 14 in the heart of Sparta, for 23 years and says helping the community is important. “I think businesses need to be involved in the community,� he said. “You reap what you sow and if you do things for the community,
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they’ll support you.� Dori Grinder, Ozark Chamber of Commerce director, agrees that when a business helps the community, it ultimately helps business. “Being involved in your community is one of the least expensive ways to draw attention to your business,� she said. “Whether you are in the service industry or retail, being involved in your community by adopting a class or hosting a can drive or coat drive for a charity will grab people on an emotional level, possibly when they’re not looking for your service. But they’ll remember when it’s time to buy. I think it shows that you care for your community and you have concern for your community.� Throughout Christian County, businesses are always getting involved for a cause. Annually, Ozark and Nixa banks have a food drive competition. Wrapping up in July, this year’s winner was Liberty Bank collecting 737 pounds of non-perishable food items. But Least Of These, Christian County’s only food pantry, was the true winner, receiving 2,725 pounds of food. “This food drive made a tremendous difference this month,� Least Of These Director Susan Kendrick said in August. “At this point, we are so grateful for donations because it’s
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been standingroom-only at the pantry. We really appreciate the banks collecting this food for our families.� Helping the community doesn’t have to be monetary donations or canned food drives. It can simply be donating time, such as organizing a business Relay For Life team or adopting a class through the local school district. This is the first year the Ozark Chamber and Ozark School District have teamed up to partner businesses with classrooms. And it’s something that is a win-win for all. A similar program has been a success in the Nixa R-2 School District for numerous years. The adopt-a-class program pairs participating Chamber businesses with an Ozark preschool through sixth-grade class for the 201213 school year. “With a little creativity you can get in front of these kids, who are going to be your future customers, and they will go home and talk about what happened at class to their parents. The benefits are exponential,� Grinder said. “It’s such an inexpensive way to potentially grow your business.� The bottom line is, giving the community a helping hand will help in the business world. And, Grinder said, businesses who give back usually get so much more out of the experience than good PR. “I hear this from all the different businesses
Paybacks might not be immediate or in a way you expected, but giving to the community is a tremendous way to be connected and show that you care�
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Dori Grinder Ozark Chamber of Commerce that are involved—they get so much more back from it than they ever thought. The payback isn’t always the way you are looking for,� she said. “Paybacks might not be immediate or in a way you expected, but giving to the community is a tremendous way to be connected and show that you care.� ameliaw@ccheadliner.com
Get involved • Jump into the local scene by doing meet-and-greets—while handing out free samples or literature—or sponsoring a parade float or local sports team. Hold presentations at community and senior centers and offer free samples and marketing materials for attendees. • Tie in causes that are aligned with your company’s vision and purpose. • Become media friendly. If a reporter requests your comment about new competition in town, it’s a great opportunity to mention how well both businesses can serve the community. • Commit for the long haul. Don’t over-commit or choose a cause you or your employees aren’t enthusiastic about. Be ready to give as much or more than you may immediately receive in return. • Be creative: Donate extra office supplies to local schools or shelters, give out bags or team posters with your company’s name on them at amateur sporting events and participate in or sponsor holiday-themed events. • Entrepreneurs, partners or employees can participate in career day events at local schools or serve as keynote speakers at municipal or collegiate events. Source: www.business.com
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Saturday afternoon fever Community effort turning sleepy stores into bustling scenes.
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I’m thrilled the whole town has gotten on board. I think that’s great for the community and good for everyone. It’s like one-stop shopping.� Sheila Burks Billings business owner
Brady Brite/Headliner News
SHOP ‘TIL YOU DROP: Billings city officials and civic leaders are finding new ways to promote existing businesses and eventually attract new ones by hosting Second Saturday self-promotions.
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BRADY BRITE Headliner News recent Saturday in Billings brought a sight locals hardly recognized: A traffic jam of shoppers. Sheila and James Burks are used to business commotion at their own shop. Open just one weekend a month, Pheona’s Vintage Market often attracts a mob of consumers with trucks and trailers to scour and empty the store’s ever-evolving inventory. But seeing the same commotion throughout town—that was new. “I’m thrilled the whole town has gotten on board. I think that’s great for the community and good for everyone. It’s like one-stop shopping,� Sheila Burks said. That’s the goal of Billings’ Second Saturday self-promotions. City officials and civic leaders are finding new ways to promote existing businesses—and eventually attract new ones—and they’re succeeding using only what they already have. The event leverages Billings’ small-town charm and many walking-distance storefronts to promote local commerce by setting aside one weekend a month, built around established local businesses, and making greater downtown a sort of outdoor mall. “If we have good weather, it’s just a great little walk to take to go from Pheona’s down to Washington Street and back up,� said Jerry Ragain, community activist and owner of Billings EZ Stor. “There’s a crosswalk on Highway 60 to get over to Casey’s (General Store), so it’s a great little pedestrian area that we’ve got.� Second Saturday is the brainchild of Ragain and other members of the Billings Economic Development Committee, founded by City Treasurer Chris Hopkins. The committee formed to pool public and private resources to advance community ideas. Just in its first year, the committee hasn’t yet revamped the town, but events like Second Saturday are turning heads, Hopkins said. “This is for the best of what we’ve got, to increase sales tax revenue and let citizens around here know what we have to offer,� Hopkins said. The idea was simple: Take the clientele already in town for the one-weekendonly stores, add community events like a farmers market and firefighter meetand-greet, ensure other businesses will be open that weekend and get the word out. Six “Saturdays� into the plan, word is spreading. The Burks are greeting customers from greater distances. James Burks opened a tearoom-style food stand—“Pheona’s Junque Food�—that sells out regularly. The economic committee has produced a local business directory and is planning a Christmas bazaar in November. And coordinators are getting it done with the help of their business neighbors and little else. “It’s a good first step, kind of a natural first step for us,� Ragain said. “The next step is more business development, actually helping people find businesses in Billings and establishing businesses in Billings—some networking. This is just our first step to get our name out there and get something started.� bradyb@ccheadliner.com
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price check on the future Smartphone apps bring new tech to shopping industry.
stores to your phone. At Lowe’s? Check if Coupon Sherpa has a coupon for 20 percent off your hardware purchase, then simply flash your phone at the checkout. Have a bunch of story loyalty cards floating around in your wallet? Try Key Ring. Just scan the code on your card and the app stores your EMILY LETTERMAN information and punches. Have the clerk scan Headliner News your phone next time and you’re already half ave you ever showroomed? It’s a simple way to a free latte. Smartphone apps such as question, with a simple answer—that GroceryIQ can help you make a list, check it twice and track your spending all from the is, if you know what showrooming is. “You see it a lot at big box stores and on palm of your hand. But what’s good for the consumer may not Black Friday,” said Kent Hulsey, service manalways be good for the ager at PC Solutions, retailer, exactly why Ozark. “People compariHulsey says businesses son shop all the time with need to stay vigilant and smartphones. You don’t keep brick and mortar see it as much in Christian stores more than just a County, but I know it’s out showroom for the there.” Internet. Showrooming—the act “Buying a product in of checking out a product store has many perks in a store then buying it online doesn’t,” he said. online for a lower price— “Our staff is here for you is on the rise. According to to answer any questions, a Nielsen report, more you get to take your new than 40 percent of gadget home same day Americans showroom and and the best part—there is that number’s growing. no shipping cost.” “Think about all those Showrooming became a brick and mortar stores hot topic in 2011, drawing like Circuit City which attention from media outhave gone belly up. lets like the New York People even say Best Buy Times and TIME is even on the brink,” Magazine, following an Hulsey said. “That being October 2011 report from said, we don’t fault anybook market research and one for comparison shop- APP-ORTUNITIES: The price-comcompany ping, we know everyone parison smartphone app Red Laser was consulting Codex Group, who reportwants the best deal out named one of the top 10 must-have ed 39 percent of there.” iPhone apps by the New York Times. Amazon.com shoppers And finding the best researched a book in store deal is what today’s techsavvy shoppers are all about. A simple Google before purchasing online. While it may not be prevalent in Christian search for “shopping apps” reveals pages of helpful tools all designed to make your job County stores, Hulsey is confident county residents already showroom. easier. “Somebody who comes into our store isn’t The New York Times named the app Red Laser—which allows shoppers to scan product looking for a price comparison, they are lookbarcodes and search the Internet for a price ing for a friendly face and a good product,” he comparison—one of its top 10 must-have said. “However, within the last couple of years apps for the iPhone. Other apps are designed comparison shopping has skyrocketed. It’s to save you money where you already shop. going to be interesting to see where it goes a CNNmoney.com recommends Coupon couple years from now and how retails deal Sherpa. This handy app brings hundreds of with it.” emilyl@ccheadliner.com coupons from major retailers and grocery
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Closing the digital gap Legislators say Internet sales tax needed. BRADY BRITE ipating in cooperatives like the Headliner News Streamlined Sales and Use Tax t might be the only tax legislators Agreement, an online collection on both sides want to expand. In system more than 20 states have an even bigger political twist, adopted to increase revenue from state lawmakers are pleading for the digital storefronts. But Wasson federal governstresses that the ment to impose figures are estithe tax. mates. It’s the Internet “It takes everysales tax, and legthing sold online islators say and assumes no Missouri’s lack of one’s paying sales it is forfeiting miltax on it, and we lions of dollars know people are and untold extra paying because jobs. Amazon charged The long-standme the last time I ing nationwide bought someloophole is why thing,” Wasson Missourians said. “It also rarely pay sales assumes everyone tax for online buying online purchases. would pay the tax. Federal law Both assumptions states a business are incorrect.” must have a physical presSen. Jay Wasson Online markets like Amazon.com ence in the R-Nixa voluntarily charge buyer’s state, or state sales tax— else that state an option all busican’t impose a nesses have but few use, because of sales tax on the purchase. Current and former legislators say the loophole. Multiple bills have been introthat creates an issue that tranduced in Congress that would make scends party politics. “The reason I believe in it is just SSUTA the national standard, but simply because of fairness,” said Jay none have passed. Former state Rep. Ray Weter, now Wasson, state senator, R-Nixa. “I think our local retailers are being a Christian County commissioner, put in a position where the cus- says the lack of action is frustrating tomer can come in and kick the at the state and local levels. “I think the legislature runs up, tires, see if they like it and then go and then they stick their toe in the online and buy it. That’s unfair.” According to a University of water and then back up because it’s Missouri study released earlier this too cold or too hot,” Weter said. year, it’s unfair to the tune of $468 “They’re going to flirt with it until million. That’s the amount the study somebody demonstrates the will to says Missouri could accrue by col- do what they think is right.” bradyb@ccheadliner. lecting Internet sales tax and partic-
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I think our local retailers are being put in a position where the customer can come in and kick the tires, see if they like it and then go online and buy it. That’s unfair.”
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a small business in a small town Mama’s Burgers & Such opens in Sparta. AMELIA WIGTON Headliner News he bright red tablecloths, spring-inspired colored chairs and sun-yellow walls are a stark contrast to the old black-and-white “I Love Lucy” episode playing on the TV. But Lucy and Ethel’s quirky friendship mirrors the comfortable, loving bond of Sherry Goins and Jeanna Gardner, the owners of Mama’s Burgers & Such. “We opened on Aug. 14 and it’s been a blur since then. It’s been a wild ride,” Gardner said while sharing a smile, a giggle and quick hug with her partner and aunt, Goins. Located in Sparta on state Route 14, the small-town restaurant offers anything from Swiss mushroom burgers to fried pickles to pork tenderloin to the ever-sopopular coffee caramel shake. “It’s a lot bigger than I ever imagined it would be,” Goins said. “It’s just been overwhelming.” “It’s really taken a village to open this place up,” said Gardner, of Oldfield. “We just thought we’d open this little, sleepy café.” But the only times the café looks sleepy are on Sundays and Wednesdays—when it is closed. Starting a business in today’s economy is not easy. But Goins and Gardner decided to step out on faith. “We were scared at times but our faith in God really helped us,” Gardner said. And Goins said they have included that faith into their building. Behind the counter, painted on the wall reads: “With God all things are possible.” And then above the cash register, only seen by employees, it reads, “It’ll all work out.”
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Goins and Gardner said they had to remind themselves of that many times while opening their business. Goins, of Sparta, has owned Sherry’s Hair, in the same building, for the past 40 years but she was “ready for something different.” And Gardner, inspired by Ozark’s Spring Creek, has always wanted her own tea room. “I was having trouble renting out these two shops,” Goins said. “My husband has said for years that Sparta needs an oldtime Dairy Queen. So that’s what this—an old-time Dairy Queen, slash tea room.” When the women decided to explore opening their own business, they started shopping in antique malls and flea markets— and they haven’t looked back since. “Once we bought these sugar holders,” Gardner said holding up the glass caddies, “we thought there was no going back now.” But the duo said opening their business wasn’t as difficult as they thought it was going to be. “Going through all the hoops to start a business—I was always scared,” Gardner said. “But it’s not as bad as I imagined it to be. You just take one step at a time.” And Goins and Gardner said Sparta was the only place they wanted to start their adventure. “In a big city, a little business like this might get lost. But in a small town there’s not as much competition,” Gardner said. The best advice Goins and Gardner have for others considering opening a small business is to have a solid support system. “Make sure you have a really good support system because you can’t do it alone. That’s why we wanted to be partners,” Gardner said while sharing yet another smile, giggle and laugh with Goins. ameliaw@ccheadliner.com
Amelia Wigton/Headliner News
WELCOME: Sheila Hampton, above, serves the increasingly-popular coffee caramel shake. Hampton is lovingly referred to as Mama’s vice president. Top, Sparta resident Sherry Goins, left, and Oldfield resident Jeanna Gardner recently opened Mama’s Burgers & Such in Sparta. Inset, Goins and Gardner proudly pay tribute to their mamas as well as their mamas-in-law, showcasing their photos on the wall in the café.
10 steps to starting a business • Step 1: Write a business plan A written guide will help you map out how you will start and run your business successfully. • Step 2: Get business assistance and training Take advantage of free training and counseling services, from preparing a business plan and securing financing to expanding or relocating a business. • Step 3: Choose a business location Get advice on how to select a customer-friendly location and comply with zoning laws. • Step 4: Finance your business Find government-backed loans, venture capital and research grants to help you get started. • Step 5: Determine the legal structure of your business Decide which form of ownership is best for you: Sole proprietorship, partnership, Limited Liability Company (LLC), corporation, S corporation, nonprofit or cooperative.
• Step 6: Register a business name Register your business name with your state government. • Step 7: Get a Tax Identification Number Learn which tax identification number you’ll need to obtain from the IRS and your state revenue agency. • Step 8: Register for state and local taxes Register with your state to obtain a tax identification number, workers’ compensation, unemployment and disability insurance. • Step 9: Obtain business licenses and permits Get a list of federal, state and local licenses and permits required for your business. • Step 10: Understand employer responsibilities Learn the legal steps you need to take to hire employees. For more information on all these tips, visit www.sba.gov/content/follow-thesesteps-starting-business. Source: www.sba.gov