Overview of Business Model

Today everyone is buying products and services online, even artists. The number of potential customers for an art supply store is tremendous. Many artists frequent the Internet to buy supplies such as paint, canvas, brushes, carving tools, and more. The Internet makes it easy for artists to buy products, especially uncommon supplies that are not carried by your local art supply store.

Offering uncommon supplies also enables you to practice niche marketing and can produce high returns for your business.

Here’s how it works. With the click of a button artists can easily browse through your selection of art products, adding what they like to their shopping cart. When they are finished they can simply check out, pay for the products online with a credit card, and wait to receive the products in the mail. It’s as easy as that.

Skills Needed

Knowledge of different art supplies and techniques is an asset, as you want to provide the best customer service to your clients. You can’t do that without understanding their needs.

Cost to Start This Business

The cost to set up and run this type of business ranges from $2,500 to $5,000. Initially you will have to pay for the design, development, and hosting of your Web site along with your storefront solution and merchant account setup. All additional costs are associated with promoting your business online and offline, and purchasing and holding inventory.

Number of Employees Needed to Start

To start this operation all you will need is one person. This operation is ideal if you are looking to start a business part-time.

International Potential

This online business has strong international potential, as its products are of interest to artists around the globe.

E-Business Model/Payment Processing Method

E-business level 3 is most appropriate for this type of business. For more information, see Part 1.

Important Business Issues to Be Addressed

The site must be kept current. When items are discontinued or out of stock, the Web site and storefront should be updated. The shipping operation of your business should be timely. The prices have to be competitive with the same products available off the Web. Keep in mind that shipping and handling charges have to be added for products bought in your online store.

Online Marketing Techniques

• Develop as many links as possible from art-related Web sites and directories.

• Participate in newsgroups and discussion forums related to art with a cleverly designed signature file.

• Host your own art advice column or daily art tips that will feature your products and current promotions. You could leverage your exposure through an RSS feed.

• Participate in sponsored listings by bidding on appropriate keywords with the popular search engines.

• Develop a permission-based mailing list of potential customers and send weekly e-specials or a newsletter with Art Tips and Resources.

For a more detailed description of these techniques, along with many other effective online marketing methods, I recommend the companion book 101 Ways to Promote Your Web Site. You can also find tons of free resources at Http:// www. susansweeney. com/resources. html.

Additional Income

In addition to selling art supplies on your site, you could also help artists sell their artwork. You could auction other artists’ work from your site and then take a percentage of the sale for your services. This would be a great way to earn additional income and would also help to generate repeat traffic to your Web site.

Online examples

MisterArt. com

Http:// www. misterart. com

MisterArt. com is a large discount art supply store that uses a fully integrated

E-business strategy to provide art supplies to consumers.

Island Blue Art Supplies Catalogue

Http://shopping. islandblue. com

This is a great site (Figure 2.1) with a huge catalogue of art supplies that can easily be purchased directly from their site.