We recently connected with Mari Brown and have shared our conversation below.
Mari, appreciate you joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
Idea to execution went from vision to paper, and then to reality within 3 months. Generally speaking, it takes much longer for most business ideas to go from vision to reality. I think excitement about this new endeavor was my main driving factor.
Within one month of creation of idea, an online platform was built via Shopify. A simple Google search helped to identify domestic, international, and local vendors. The online store was mostly marketed via word of mouth and social media and pages were created for Route 12. The feedback and online sales were greater than expected. It was determined that a brick-and-mortar location was needed to maximize revenue. The online platform as well as the brick-and-mortar location were funded with my personal savings.
After doing some research on retail locations across DFW, mall space was determined to be the best fit. After analyzing mall space, size, flow of business, and leasing cost a lease was secured at Irving Mall. The space was a blank canvas that allowed it to be transformed into a custom space specifically designed for my business needs. A renovation was completed. Some of the things needed to complete the space prior to opening were mannequins, signage, fixtures, inventory, POS system, decor, and breakroom furniture. Most of these items were purchased via various local vendors while online shopping was also an avenue used for store needs. Each item in the store had to be hung, tagged, priced, and sized. The setup of the store took about 45 days.
Route 12 Lingerie Boutique has been opened for 1 1/2 years. Over this timeframe, we have been able to identify the price point that fits the customer base, inventory that fits the customer base, how to determine the customer’s individual need, as well as seasonal customer needs. We have identified how to create a return customer as well create an unforgettable experience.
Route 12 is constantly growing and evolving. We look forward to improving the customer experience with every encounter. While idea is the initial step, execution is forever ongoing.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Route 12 Lingerie Boutique offers quality lingerie, loungewear, sleepwear, pajamas, and essentials at an affordable price. Our sizes range from XS – 3X. Our products are for every age, size, and body type.
During an out-of-town trip August 2020 to my hometown of Lake Charles, LA I was invited to a lingerie party. After shopping for lingerie options, I realized that there were not enough options out there. When I returned home, I immediately started doing research into how to open an online boutique.
We provide a memorable experience by working one-on-one with customers to identify their body type, preferences, and then suggest pieces that will be flattering, comfortable, and unique to their needs. Our customer service is unmatched!
Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?
A customer recently shared with me that by wearing my lingerie pieces, she has been able to build her confidence. She has lost 30 pounds since becoming a customer. She was never fond of taking pictures before, but she says that she takes selfies daily and shares them with her husband. This has helped their love grow stronger and their relationship has significantly improved.
Can you open up about how you funded your business?
I did not apply for or receive any loans to fund the business start-up. I took my savings of $20,000 to fund the initial investment costs. ROI was reached in approximately 3 months.
Contact Info:
- Website: www.route12box480.com
- Instagram: @route12box480
- Facebook: @route12box480
- Twitter: box_480
Image Credits
CEO featured in personal photo. Photo credit to Ciceley & Cynthia Miles @themilestwins_