It has long been stated that “location, location, location” is vital to
the success of many – if not most – businesses. This is equally true for
a professional sign shop that is newly established or in early growth
phases, in particular, for those that offer digital print, cut vinyl, architectural signage, and vehicle graphics
products as a mainstay - vs. electrical sign manufacturing.
The Sign Biz, Inc. independent research and advisory body provides
research on a range of economic, demographic and environmental issues
affecting the welfare of entrepreneurs, in particular those in the sign
industry. Its role, expressed most simply, is to help business owners
and future entrepreneurs make better decisions, in the long-term
interest of the sign industry.
To this end, we are sharing some proprietary information that has
fostered above-average growth and revenues of the Sign Biz Network, a
chain of sign companies established with the benefit of Sign Biz, Inc.’s
intellectual property. The benchmark study which launched later
research and refinements to the data is a project initiated with the
Direct Marketing Agency at a cost of over $100,000. This white paper excerpts valuable data to answer many questions regarding site selection for non-electric sign manufacturing enterprises.
The research identifies the
primary factors which drive the most successful start-ups and growing
sign companies as defined above. While substantial documentation and
research supports these findings, this is by no means an exhaustive
analysis of every factor that contributes to the model for a viable and
successful sign manufacturer.
Why are we sharing this information? Because it is clear that
too many entrepreneurs are opening sign shops in locations very
unfavorable to the business, and as a consequence, are suffering
unnecessarily. In some cases, this site selection mistake was due simply
to lack of knowledge. In other cases, uninformed business opportunity
providers have encouraged the entrepreneur to start up their business
in an industrial location. This led to the demise of 35 businesses in one sign chain, within a three-year period, and still the misinformation persists.
are here to set the record straight with sound market research and
survey results. No entrepreneur should fall victim to poor site
The posts of this blog are designed to have a positive impact in our industry. The following findings are based on
a national business survey and business cases studies assessing the
impact of location on sign shop performance. Available at no charge from the School of Sign Arts website for sign professionals. Just Visit SOSA’s SHOP and add to cart to instantly receive your valuable White Paper via email.
Teresa M. Young, Entrepreneur, founder, CEO in the visual communications industry for 25 years. Founder, EcoSignage.org and SchoolofSignArts.com; President/CEO, Sign Biz, Inc.(signbiz.com); and Immediate Past Chair of the International Sign Association (signs.org).