Entrepreneur Using Unique Venues in Tough Economy

Paula M. Pierce has owned her online gift shop, PaulaWalla.com, for 14 years.  She was able to increase her import business steadily by introducing new products and offering personalized customer service.  "I learned the hard way that you don't need all the extras when you first start out." says Pierce.  "Things like a postal meter and promotional give-aways can wait till the cash flow is a little stronger." She still runs a tight ship, but has been able to expand and enjoy some of the perks of running an internet business like the flexible schedule, product selection and other policies.

Over the last few years, as the economy got more challenging, she has had to search out attention-getting promotions and venues to keep her business in the hearts and minds of even her most loyal customers.  "These last couple of years have been tough," says Pierce.  "I've been working with the Windsor Chamber of Commerce quite a bit to make use of their services and communication outlets."  

Pierce has placed ads in the Chamber's "What's Going on in Windsor?" email newsletter which has a circulation of about 4,000 subscribers in and around Windsor.  "It always brings me some good traffic," says Pierce.

She's also taken advantage of the Chamber's "Business Intro Video" service. (See the video here.)  For $250 the Chamber arranges for WinTV to film and edit a four minute video that showcases the business and the owner, putting a friendly face on the business.  The videos are then shown on WinTV twice a week, are streamed through the WinTV website on demand, and are viewable on the Chamber's website.



PaulaWalla is also a regular at the Windsor Chamber's annual town-wide sidewalk sale in August.   Last year she and her mom made Thai Iced Tea for folks that stopped by their booth on the town green. "It went over very well. Anything that has sweetened condensed milk in it is going to be good," says Pierce, "but we used Lifeboat Tea, a strong Kenyan black tea, and it was delicious."  They also offered their large selection of tea and teacups for sale throughout the day.

This year at the Sidewalk Sale (August 12th) PaulaWalla will be holding a free prize drawing. Anyone who signs up for PaulaWalla's "Sale Email" will be entered to win a Biasca Cold Brew Iced Tea Jug.  "It's really the coolest thing," says Pierce. "You put in your favorite tea and cold water and let it sit in the fridge. After a few hours you have custom made iced tea in a pretty glass pitcher that traps the tea leaves when serving."  Cold water brewing achieves a nice iced tea by eliminating bitterness in many teas, while highlighting the mild and rich tea taste. 

PaulaWalla will also be introducing a line of organic teas including Organic Green Mint Tea, a refreshing blend of smooth China gunpowder green tea and fresh cut peppermint leaves, and Organic Darjeeling Tea which is a Fair Trade tea.  "We've been getting more and more into organic for its health benefits and fair trade because it helps the world's poor women earn a decent living and provide education for their children."  

PaulaWalla is also using social media to build rapport with customers and prospects. "It's a challenge to keep up fans on Facebook, but it's fun to post interesting tidbits (like one customer who found our porcelain tea canister the perfect vessel to hold her beloved pet's ashes), and ask people what flavors of tea they prefer and to offer contests with prizes to the quickest or best responses."

One more way Pierce is causing a stir is to actually lower shipping charges. It comes with a catch though, till now she's offered free shipping on orders over $65. As of August 1st, that deal is over, but the regular shipping rates will decrease by an average of $0.50 per shipment.  "I thought actually lowering prices might get some people's attention. Nobody else is doing that right now."

And the first weekend of November, PaulaWalla will again be a vendor at the Windsor Chamber's annual Wade & Tea Fair which will be held at Windsor Town Hall.

To learn more about PaulaWalla, go to www.PaulaWalla.com. To learn more about the Windsor Chamber, go to www.WindsorCC.org