We caught up with the brilliant and insightful Revati Kilaparti a few weeks ago and have shared our conversation below.

Alright, Revati thanks for taking the time to share your stories and insights with us today. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

Dealing with competition from Amazon and big box stores is a significant challenge for small, community-focused businesses like our bookstore. These large retailers often engage in aggressive pricing strategies that are impossible for smaller businesses to match. However, what sets our bookstore apart is the personalized experience and community focus we strive to provide.

Customers who value genuine interactions and a curated selection of books will understand the importance of supporting local businesses. It’s crucial to highlight the unique experience they can have at the store — interacting with knowledgeable staff, receiving personalized recommendations, and being a part of a community that appreciates and supports local artisans.

Another issue we deal with is “showrooming” which requires emphasizing the added value of shopping in a physical store, emphasizing the personal touch, expertise, and community engagement that cannot be replicated online. Highlighting that when someone shops at a small business, nearly 70% of every dollar stays in the community as opposed to only about 40% from large chains can be helpful when encouraging customers to shop locally. It can help create awareness and foster a sense of responsibility among customers. This can contribute to a mindset shift, hopefully encouraging more frequent purchases.

Incorporating local elements, like we did with having local artist Melissa Mika of Makerfolk for our logo, helps reinforce the value of shopping locally and adds to the unique identity of our bookstore. It also helps attract customers who genuinely appreciate and value what we offer beyond just the transaction of buying a book.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Old Firehouse Books is a beloved place in Fort Collins, Colorado, with a rich history spanning over four decades. The passionate owners, Dick Sommerfeld and Susie Wilmer, initially ventured into the book business selling used books. Over the years, the store has transformed, finding its current home in Old Town Fort Collins and pivoting to primarily offer new books.

At Old Firehouse Books, the shelves are carefully curated to house a diverse collection, featuring both new and unique titles as well as books that resonate with the community’s interests. Creating an inclusive space is at the heart of their ethos, particularly focusing on providing a welcoming space for the BIPOC and queer community.

One of the store’s core objectives is to foster a sense of excitement by helping people discover books that ignite their passion and connect them to a world of authors and stories. This commitment is expressed through engaging book clubs, author events, and a supportive monthly writing group, all open to the public.

Moreover, Old Firehouse Books is deeply ingrained in the local community, actively supporting and participating in annual events like Fort Collins Reads and the Fort Collins Book Festival. Their dedication extends to regular donations to non-profits and local organizations, demonstrating their strong community focus.

Ultimately, what sets Old Firehouse Books apart is their genuine love for books and people. Their dedication to cultivating a safe, engaging, and diverse haven for readers, while actively contributing to the local literary and social landscape, is a source of great pride. If you’re seeking your next read, Old Firehouse Books is the place to be.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Our reputation as a business has developed through a combination of strategic approaches and a commitment to growth and adaptability. Here are some factors that have helped to build and maintain this reputation:

1. Longevity: Establishing a long-standing presence in the community has helped in gaining trust and familiarity among customers. It conveys stability and reliability, traits that are often highly valued.

2. Adaptability and Change: Being flexible and willing to adapt to the changing times and technologies is crucial. Readiness to embrace new social media platforms, adjust marketing strategies, and stay updated with industry trends creates a proactive approach to staying relevant.

3. Continuous Learning: Actively seeking and absorbing knowledge from various sources, including customers, publishers, conferences, and industry events. This continuous learning helps us stay informed about emerging trends, customer preferences, and best practices in the book retail industry.

4. Openness to New Ideas: Having an open mindset and being receptive to innovative ideas is vital for staying competitive and appealing to a diverse customer base. This openness allows for creative solutions, novel marketing approaches, and unique customer experiences.

5. Diversity in Staff: Encouraging diversity in our staff, while aligning everyone with a common goal for the store, fosters a rich pool of perspectives and ideas. It promotes a dynamic work environment that reflects the broader community we serve,

6. Uniqueness and Unconventionality: We strive to be unusual and distinctive with displays, store design, events, and marketing campaigns. This uniqueness can capture attention and create a memorable impression on our customers.

7. Author Engagement: Bringing in well-respected authors to the store over the years has helped enriches our presence and enhances our store’s credibility. Author events can create a buzz in the community and draw in a broader audience.

How did you build your audience on social media?

Developing a strong social media presence for a small business, especially a local bookstore is a journey that required time, creativity, and adaptability. Hiring the right person with a passion for the brand and the ability to convey its unique identity through various platforms has proven to be a critical factor in our success.

We have an approach of evolving with the changing landscape of social media platforms which hopefully reflects a strategic understanding of where our target audience is and how to effectively engage with them. Starting with Facebook and gradually embracing Instagram, Twitter (then deleting it), and TikTok demonstrates a willingness to experiment and find the best channels for reaching our audience.

Some key advice for other businesses is the investment of time and patience in social media growth is crucial. It’s not just about creating content but also about nurturing a genuine online presence that resonates with your audience and aligns with your brand’s values. Encouraging businesses to look to others for inspiration and best practices is a great tip, as learning from successful examples can provide valuable insights and ideas.

Moreover, the emphasis on allowing team members to infuse their unique interests and personalities into the store’s social media presence is a wonderful approach. This not only adds authenticity but also helps in building a deeper connection with the community and showcasing the human aspect of our business.

Contact Info:

• Website: oldfirehousebooks.com
• Instagram: https://www.instagram.com/OldFirehouseBooks
• Facebook: https://www.facebook.com/oldfirehousebooks/
• Other: TikTok: https://www.tiktok.com/@OldFirehouseBooks