I've hit my first 100 days in the store. Presidents write about their first hundred days in office, the new Congress did it...so let's talk about the stores first hundred days. For those who don't know, our retail Brick and Mortar store, Discount Leather Mart is located at the corner of Woodland and Carpenter Roads in Modesto. These are random things.

So, what's happened in the first hundred days. I met my goal of making rent every month. Profit? Still waiting. I've learned that helmets in stores are big sellers. Also face masks, especially the skull neoprene kind. I've now got lots of helmets, and ordering more German Helmets all the time. Big sellers. Business telephone charges are A LOT MORE than what they quote you when you sign up and it's not just taxes. Figure 30% more every month.

My door window got shot out by a vandal two months into the venture. The insurance paid off and was not nearly as difficult as dealing with other types of insurance suppliers, like auto or health. When it rains hard, water comes in by the roof air conditioning vent. Owner's looked at it. They don't see where it could leak. It doesn't rain hard in Modesto very much, so it's not that big of a deal. My corner shop facing south with west facing windows also, gets really hot even when it's only in the 70's out. Figure 10 degrees hotter inside. I've already run the air conditioning 5 days and it's only Mid March. Can't wait to see what happens when we get the consistent 95 F days like we normally get in mid summer.

Unlike people on the Internet, my store cruising people think my leathers are REALLY Cheap and great quality. It makes a difference when you can try something on, touch and feel and you have an extremely knowledgeable person (me) to talk you through the ins and outs of various items. I like dealing with people and this actually fits me better than the Net. Met some great people and already have regular customers.

I work the store and Internet business between 70-90 hours, 7 days a week. I've been doing this since December 9, 2006, with the exception of Christmas day, I've had no days off. It's not killing me though, yet. My friends are more worried about me taking days off than I am.

The store is still not complete, it's a matter of time to get it finished. The storage area is a mess, my office is still empty, and the second office is filled with junk. Plain saddlebags sell better than fringed. Not too many people care about the quality of sunglasses, but the look and price. People like to look at small things like wallets, hair ties, phone thongs. Lace up leather thongs and micro leather bras really draw attention.

Two of my competitors hired help purchased items from me because their boss refuses to carry them (leather halters, shorts for ladies, etc). I'm the only store that carries leather pants for the motorcycle crowd in this area. I may be the only store that carries brown motorcycle leathers in the area. Most of Wilson's leather in the mall looks good, but is inferior grade pigskin leather, not meant for motorcycle safety.

Lot's of people want boots and belts. I got a few boots, but no belts.

Word of mouth advertising is much cheaper than advertising in a paper, fliers, and much cheaper than Google.

All in All, it's been an adventure.