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From Shoes to Fashion: Fashion Outlet Mall
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eBay is like a car, David Hardin says. It s a great vehicle for e-commerce, and it gets you going without having to pay high startup costs. But it s up to you to apply the gas pedal yourself. With some energy and imagination, you ll be surprised how far you can go.
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FIGURE 7-1 This wholesaler now has five different apparel businesses on eBay.
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One way to go a greater distance on eBay, and at a higher rate of speed, is to sell through multiple User IDs or multiple eBay Stores. Hence the eBay Store called Fashion Outlet Mall (see Figure 7-2), where Hardin sells a slightly different grade of shoe than he does through Shoetime. Why sell the same kinds of merchandise through different eBay Stores One seller, David Alexander, told me that it s easier for shoppers to navigate through the merchandise in a store if it isn t too large. Rather than forcing your customer to scroll through many hundreds of listings, breaking up your merchandise into two separate stores and making the merchandise slightly different in each location makes the shopping experience more user-friendly for customers. It s also a way of getting more items in your chosen sales niche before a higher number of potential buyers. If they don t find you in one store, customers can locate you in your other facility. For David Hardin, the two stores enable him to sell two different types of items without having them interfere with one another. In Shoetime, he sells only auction items that are newly listed; he saves Fashion Outlet Mall for lower-priced shoes that are closeouts.
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FIGURE 7-2 This eBay Store serves as David Hardin s outlet mall, where older inventory is placed so it doesn t interfere with newer sales.
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It s kind of like Filene s Basement, he explains. One store sells a lesser grade of goods, so I don t get the reputation of selling old or damaged merchandise in the main store. I got the idea for having two stores when my sell-through rates were going down. It dawned on me that my eBay Store items were covering up my newly listed auction items. If you don t take your older merchandise out of the store once in a while, it covers up all the new merchandise you just listed. I don t sell fixed-price items on Shoetime; I do only fixed-price items on Fashion Outlet Mall.
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Anyone who goes to eBay Live or follows eBay PowerSellers knows something about David Hardin: He s everywhere. He s a master at networking, talking, and sharing information. He s especially open to talking to writers like me. He s one of those people who proves the rule that the more you share with other people, the more you get back in return. Don t turn down opportunities to meet with other sellers or talk to the press: they ll pay off in the long run.
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I Went from Shoe Salesman to Software Developer
I used to think I was too old to be in online business, says David, who is 60 years old. It turned out that not only am I not too old, but I could be a pioneer in a lot of ways. One of the ways in which he pioneered was in software development ironic, considering that he didn t know much about computers when he first began selling on eBay. I realized something, he says. In our regular wholesale business we go into a store and find shoes we can resell. If I go online, all I need is the niche. As it turned out, the niche of selling men s and women s name-brand shoes at cut-rate prices was made for Hardin. His sales continued to shoot up as he tried Turbo Lister, Selling Manager, and one third-party auction sales tool after another. Before long, Hardin discovered that he had broken all of the software programs he had tried to use to manage his sales in other words, the number of transactions he was conducting and the complexity of the data was more than the software could handle. He made a daring decision: he would try to invent his own eBay sales software. Streamlined is the way eBay s got to be, he says. We counted up 35 separate business steps that it takes to complete a sale on eBay. We saw immediately that we couldn t make a profit if we had to go through that number of steps, with all the labor involved. We worked with all the PSPs Auctionworks, Andale when we got up to a certain point, we broke them. We created our own software where we took 35 business steps and boiled them down to 9. The software lets you record the bar code, track the physical inventory, and show the location of the item in our warehouse.
If You ve Got a Computer and a High-Speed Internet Connection, You Can Do This Out of Your Home : eSAVz
When he became a successful PowerSeller on eBay, David Hardin discovered that he had a saleable commodity to offer the public that had nothing to do with shoes or fashion. He had his own knowledge and experience not to mention his considerable skill as a salesman that he could provide to others who wanted to learn how to sell on eBay. The idea of becoming a Trading Assistant has appealed to him, but not to one or two individuals at a time. For several years, he has been pitching his company s services as an eBay Trading Assistant to large companies in countries as far-flung as China, Korea, and Peru. He also came up with eSAVz and partnered with Brad Young and Mike Hopkins, owners of the software company DevSource, to form an eBay franchising business (http://www.esavz.com, shown in Figure 7-3). eSAVz enables individual eBay sellers to become drop-off store operators,
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