Atlanta’s 11 Least Influential People: No. 7
November 6, 2007 at 10:12 am by Andisheh Nouraee in NewsCreative Loafing’s countdown of Atlanta’s 11 Least Influential People is a tribute to women and men everywhere struggling to meet the challenges of life in a modern American city.
The top five will be revealed in the next print edition of Creative Loafing, which hits newsstands Thursday, Nov. 8.
No. 7 — Bridgette Vassar
Can’t lure customers to her smoothie shop
(photo by Joeff Davis)
By day, Bridgette Vassar works as a software manager for a department store chain.
At night and on weekends, she works for herself.
In April she opened Silk: A Smoothie Café, a smoothie and dessert shop on the north edge of Decatur’s Oakhurst neighborhood.
Vassar’s vision is ambitious. She pictures Silk as part refreshment stop, part 18th-century French salon; a place where gym rats can stop in for a fruit smoothie spiked with protein powder, and others can sip wine, debate world affairs, or at least snicker at the Harper’s Index. Eventually, she plans to expand to multiple locations.
Before any of that can happen, though, Vassar needs to get over a big hurdle.
She needs some customers. Business is very slow.
“I thought, ‘I’ve got everything, and it’s ready, and the people will come.’ But this is not Field of Dreams. Getting people in here has been the biggest problem.”
Vassar blames the shop’s slow start on a number of factors.
“We didn’t have a well-developed marketing plan.” As a start-up without a well-established brand behind her, she explains, she has to work extra-hard to get neighbors to take a chance on her.
Location is also an issue. Oakhurst is a pedestrian-friendly neighborhood, but her shop is away from most of the foot traffic. She looked into renting spaces in pedestrian-heavy Little Five Points and Virginia-Highland, but could not afford them.
“I should know [if she'll stay in business there] within 18 to 24 months,” she says.
Judgment day may come sooner, however, as she recently found out that a Boise, Idaho-based coffee house and bistro, Moxie Java, plans to open its first metro Atlanta store on the opposite end of her retail strip.
“They have smoothies on their home page,” she sighs. “It gives me pause. I don’t think two places like that can survive here.”
Visit Fresh Loaf on Wednesday morning for No. 6 on our countdown of Atlanta’s 11 Least Influential People.
November 6th, 2007 at 12:34 pm
I think she’s super cool and her products look wonderful. Wish I had one right now, as blogging all morning sure requires healthy forms of energy. (Not like you’re going to get any online.) But I’m in LB, Lower Butthead. Traffic would be too crazy to get over there right now.
Bridgette: Do you have w-fi? Pimp your wi-fi and they will come. If you don’t, get some soon! When you get wi-fi, I’ll come over and do some Internet gorilla marketing for you. Show you how to drive traffic with some fun free, new media tools.
Here’s a quickie new media tip: Set-up a Facebook page for Silk, and network with the Agnes Scott folk in your area. And any bikers too. You might not be in a pedestrian locale, but bike riders in the Agnes Scott area can zip over there, with their laptops, and enjoy your space and your smoothies!
November 6th, 2007 at 1:30 pm
In case Bridgette doesn’t see this today, I’ll answer.
1. She does have wi-fi.
2. She is working with Agnes Scott.
I don’t know if she’s on Spacebook and MyFace and all that.
I had the Georgia Peach smoothie. I like. Is nice!
November 6th, 2007 at 4:48 pm
Bridgette
please check your lease to see if it contains restrictive covenants to prohibit direct competition between tenants
Although limited, GA statute 9-3-29 protects you from breach of covenant (but it has to be in the lease!)
here is an article to help you with the legal terms to look for: http://www.vsb.org/sections/rp/articles/steele.html
good luck – maybe one day Andisheh will invite me to join him for a Ga Peach smoothie….
November 6th, 2007 at 7:40 pm
I’m not an Atlanta resident, but do a lot of social networking. Because the store doesn’t get a lot of foot traffic, it’s especially important for Bridgette to pull people in from the web. I think that there are a lot of ways to try and do this. If you go to upcoming.org, you can find lots of Atlanta groups, that meet for various clubs. Send these organizers emails inviting them to use the store as a meeting place.
I’d also look for local bands on Myspace and see if any of them would be willing to perform and bring their fans. Flickr is another good resource where a lot of offline meetups are organized. If the store is in a historic neighborhood, you could host photo walks and have everyone meet at the shop. You could also target local business leaders and invite them to give various talks. If you can bring in someone who has a niche following, it can bring a lot of new customers to the store. I’d also think about theme type events, that could be promoted online. For example, if you had a singles lunch mixer, it could attract local residents who might not normally go there. I think that important part is to keep experimenting, until you start to get traction.
November 8th, 2007 at 12:54 pm
I think part of the problem might be the prices…who would pay nearly $4 for an Italian soda (a basic combo or flavor syrup and soda)? And $5.85 for a smoothie? I wouldn’t…
November 9th, 2007 at 8:56 am
Wow!
No marketing plan.
Part-time Owner.
No Exclusivity rights with her landlord.
I would say more like 4-5 months rather than 18-20.
Keep the day job.
November 14th, 2007 at 3:07 pm
Darn it Jill, you stole my thunder!
However, if there is no non-competition clause, then use the competition to your advantage. You always see gas stations by each other, Lowes and Home Depot across the street from each other. If they send out coupons, honor theirs (I bet the big corporation won’t homor yours).
A new neighbor might be the best thing for your business, if you play it right!
November 23rd, 2007 at 10:04 am
When you fail to plan then plan to fail. I can’t believe she went into this venture without a marketing plan. This makes no sense at all to me and she wonders why her business is slow. I also noticed the prices on the chalkboard in the picture and I thought they were a bit high myself. I would never pay $4 for an Italian soda when I can get a giant bottle of Blood Orange Italian Soda at SuperTarget for $2.69.
December 4th, 2007 at 4:22 pm
On behalf of AGS Enterprises, LLC, a locally owned and operated business in Atlanta, GA, I would like to state that our cafe, bistro and gelataria, is in no way competing with Silk, a Smoothie Cafe. Our featured products consist of handcrafted specialty coffees, homemade gelato, and casual service bistro fare served during breakfast, lunch and dinner daily. Our head chef and co-owner has been active in the Atlanta food and hospitality industry for the past 15 years and has recently served as a Volunteer Soccer Coach for the Decatur Youth Recreation Center. Upon opening, two full-time owners will be on site to create the ultimate family-oriented dining experience. We will continue to be actively involved with the local community, as well as, many other not for profit organizations throughout the metro area and the state of Georgia. Your questions or comments are welcome. Please send to the following email: moxiejavaatl@comcast.net. Thank You.
January 7th, 2008 at 10:40 pm
I think a great question is “why did Bridgette launch a business with no marketing plan?” and I think I know the answer.
The Silk Cafe was started in East Point by a guy with less-than-reputable business practices. I’m willing to bet he suckered her into buying the brand, recipes, and other items when he couldn’t make the cafe work. I’m sure he sold her the dream behind the business, told her about all the money she would make, etc.
Don’t believe me? Check out what people say about the other company he ran into the ground (he is the CEO to which these people refer): http://www.jobvent.com/companyBrowse.php?CompanyID=4168
Not so coincidentally, he used two separate names to run that company. Just look at the forms on the Secretary of State website. He told his employees that one of those names (initials JB) was actually his two middle names. Not sure what his real name actually is…
Also, a few months ago on yelp.com in the review section for the Silk Cafe in East Point, a vendor who made the uniforms for the cafe posted a review saying that he or she had not been paid, and that the CEO of the business was ducking calls to collect the money. The review warned potential vendors not to do business with the Silk Cafe, and now the review is gone. I’d wager a twenty that the CEO threatened to sue yelp, as he was wont to do in the days I knew him.
Andisheh, this guy is the real story here. He has made enemies left and right (when I knew him, he hired and fired the entire company three times over), and has told a stunning amount of boldfaced lies. My point is, there are probably a couple dozen people in Atlanta who would be happy to tell you stories about what this guy did to them.
His name is left off here to protect CL from a lawsuit, but you can find it on the Secretary of State site as described above.
-Earnest Frog
January 15th, 2008 at 2:18 pm
no marketing plan.!?!!!..and from what ive heard of this place, that because of these same stresses she isnt able to keep any employees bc of her “bitchy” attitude i also heard she was cutting corners as far as product..so id think twice about a ga peach smoothie…or id at least check the freshness before i took a sip for 4 or 5 bucks a pop.ive visited a couple of times and was very bored at the choice of music and atmosphere besides what gym buff would have the same taste in convo as a wine lover..hmmm. i guess with no plan and especially without a contract claus id cash out before the tax season ends. well whats to say, we’ve seen lots of crash and burns in this city…besides wasnt there one of these in east point!?!
January 15th, 2008 at 3:42 pm
With all do respect, I wish Ms. Vassar and her business the best of luck. Unfortunately, as stated above, there should have been more of a strategic planning process before taking on the responsibility of running the cafe. I am one of the people who can honestly say, that I have had a personal relationship with the cafe/employees. From my experience, there has been MANY setbacks, in which I feel may be one of the hindering reasons why Silk…A Smoothie Cafe has not reached its potential. The first step, is TRUST in your employees, which both Vassar and her co-partner didnt have. Secondly, EXCELLENT MANAGEMENT from both Vassar and her co-partner needs to be established. Meaning, whatever personal kinks/personal relationship that they have, needs not to be influenced in the cafe. Yes, there was once a cafe in East Point, GA. Surprisingly, it wasn’t geared or factored to having the “18th Century French Salon” look. It was promoted as a smoothie cafe that had the face and images of a Sunny, Desert Road…..that led you to a imaginable destination. That was the feeling of that Cafe. Every week there were poetry readings, games with children, etc. There were also other businesses in that vicinity that made everything complete. Not to take away from the Decatur location, but yet the one in East Point seemed to have a better marketing approach. It takes time, dedication, work, and trust worthy people to start a successful business. When you have employees complain about not having any benefits, dealing with arrogant attitudes, and last but not least, BOUNCING PAYROLL CHECKS, then the moral is out the window. NO, I will not turn this into a bashing session, b/c that is definitely not needed. But words for the wise of Ms. Vassar, Have faith in your employees. Use more of a managerial and professional approach instead of the “its my way or nothing” attitude. That is viewed by the customers when it is used. Also, SUGGESTIONS help when your employees offer to give them to you. They are the ones actually running the store on a daily basis and interacting with the customers. So, of course, they will have better knowledge of what and how things should be changed to attract the customers.
January 15th, 2008 at 10:58 pm
Correction…”But words for the wise FOR Ms. Vassar,” not “of” in the paragraph above.
******Job stability for the employees is also a key in running a successful business, in which SILK does not have. Alot of kinks does need to be ironed out with this one.
March 31st, 2008 at 4:15 pm
This should be a forum for idea sharing and best practices for how to achieve goals at this point in time- not about what “should have” happened.
Ex-employees, this is not the forum for your gripes.
If you don’t know what it’s like to be in her shoes and own your own business, then don’t try to give business advice. If you do know what it’s like to run your own business then give her advice that will help her succeed- thanks to those that did- all of us small biz owners appreciate it!
Many Atlanta restaurants with awesome marketing plans have failed.
Tenacity, responsiveness, innovation, and timing can make all the difference in the world to having a successful business.
I applaud you Bridgette for starting your own business and I wish you the best!
April 7th, 2008 at 8:30 am
Personally, my partner and I dropped by once but turns out the store was closed. The big ptroblem was the parking situation. We almost got hit by another car when we tried to back out of one of the parking spaces. It’s not very welcoming if you are zipping by in your car and I never walk along there. Seems doomed to fail.
April 14th, 2008 at 8:27 pm
I walk to Silk almost every day. I’m not interested in the smoothies, but the coffee is great and inexpensive ($1.06 for 16 oz.) and their cakes are incredible if a bit pricey. The real selling point is that it is quiet and comfortable, so that I can read or write or, well, think. I can’t say that for all of the coffee places in Decatur. To be fair, this is in part a function of the lack of other customers, but not entirely.
Good luck Bridgette.
November 2nd, 2008 at 11:52 am
[...] Loafing did a feature on Silk a year ago. Even then it didn’t sound like business was all that [...]