One of the first big decisions when starting a business is where to operate. You can:

• Work from home,

• Rent or lease business premises (like a storefront, office, warehouse, or kiosk), or

• Share or co-work in a space with others.

Each option has advantages and trade-offs — the best choice depends on your business type, budget, and customer needs.

1. Working from Home

Running your business from home can save money and reduce risk, especially at the start. Many online, service, and product-based businesses thrive this way — for example:

• Online stores where all sales and interactions happen virtually.

• Service businesses like cleaning, plumbing, or home repairs, where work is done at the customer’s location.

• Makers and artisans (like candle or jewelry makers) who sell at markets, pop-ups, or through local retailers.

If you plan to receive clients at home, make sure your space is professional and practical:

• Is it quiet, clean, and separate from living areas?

• Is there parking for customers?

• Are pets or children likely to interrupt?

• Can clients enter through a private door?

Your home environment should reinforce — not harm — your professional image.

2. Renting or Leasing Premises

Acquiring premises gives your business visibility and credibility — but it also adds financial risk. Rent must be paid every month, even during slow sales periods. Entrepreneurs should rent space only when it’s essential for success, such as:

• When customers must visit your business (e.g., a retail store or restaurant).

• When local regulations prohibit home operations (e.g., food preparation or hazardous materials).

• When professionalism and privacy are critical (e.g., financial services, insurance, or legal offices).

Avoid buying property at the start — it ties up capital that could be better used for growth, marketing, or inventory.

3. Shared and Co-Working Spaces

An in-between option is using a shared workspace or co-working space. These provide a professional environment without the cost or commitment of a full lease. Co-working spaces typically include:

• Office furniture and utilities

• Internet, printers, and meeting rooms

• Shared common areas and sometimes reception services

This setup is ideal if you need an office presence for meetings or focus work but want to avoid managing your own property.

To find one, search online for “co-working spaces near me”, compare options, and visit in person before deciding.

Key Takeaway

Choose your workspace based on business needs and affordability, not ego or appearances. Whether you’re working from your kitchen table or renting a storefront, what matters most is that the setup helps you serve customers effectively and grow your business sustainably.

Once you’ve decided that having a physical location is the right move for your business, the next step is choosing where to set up shop. This can be one of the most important decisions you make: your location will affect your costs, visibility, customer traffic, and ultimately, your sales.

Choosing a space isn’t just about what looks nice or what fits your budget. It’s about following a clear and objective process so you can compare your options side by side and make the best choice for your goals.

To help with that, here’s a simple framework for analyzing potential locations. It will help you:

• Identify the key factors that matter most for your business

• Weigh them by importance

• Search effectively

• Evaluate each option with a scoring system that takes the guesswork out of the decision

By the end, you’ll be able to confidently sort properties into three categories (good fit, promising potential, or less desirable) so you know exactly which ones are worth pursuing and which to cross off your list.

Step 1: Write Down Your Criteria

Before you start your search, take a few minutes to write down what really matters for your business location. Every business is different, so your priorities might vary — but here are some common factors to consider:

• Lease cost – monthly rent and upfront expenses

• Space size – how much room you actually need to operate comfortably

• Utilities cost – electricity, water, internet, heating/cooling

• Renovations needed – how much work (and money) it will take to make the space usable

• Visibility – how many people walk or drive by each day

• Nearby businesses – are your neighbors likely to help or hurt your sales?

• Type of retail activity in the area – are surrounding businesses complementary to yours?

• Customer fit – does this area attract your ideal clients or customers?

• Parking – is it easy for customers and staff to find a place to park?

Click here to view a list of the criteria you should use when selecting a store and how to weigh each item to make the best choice.

Step 2: Weigh Your Criteria

Not all location factors are equally important. You may find that some criteria matter more to your business than others. One simple way to handle this is to assign weights to each factor:

• 3 = Most important

• 2 = Somewhat important

• 1 = Less important

For example, the cost of the lease and the size of the space (square footage) usually have the biggest impact on your budget and profit, so you might assign them the highest weight. Utility costs or minor renovations might be less critical, so you can give them a lower weight. Other factors, like visibility or nearby businesses, can be weighted based on how much they will affect your potential sales.

The key is to be honest about what matters most to your business and your situation. These weights will help you evaluate and compare different locations objectively.

Step 3: Set Your Geographic Search Area

Before looking at listings, decide where you want to be located:

• Pick a primary target area — specific neighborhoods, districts, or ZIP codes.

• Identify secondary areas that could work if options are limited.

• Consider customer proximity, ease of access, and surrounding businesses.

• Use online maps or tools to draw a search radius — for example, 2 miles from downtown, near a major intersection, or within walking distance of a college campus.

Step 4: Begin Searching for Locations

Now it’s time to find available spaces and evaluate them against your criteria:

• Use platforms like Crexi.com or other real estate sites to search within your geographic area.

• Filter for the property type you need — retail, office, warehouse, etc.

• Review the photos, prices, and square footage of each listing.

• Save your top 5–10 options that best match your criteria.

Once you have your shortlist, score each location using a simple 1–3 scale:

• 1 = Poor

• 2 = Acceptable

• 3 = Very good

Add up the scores to get a total for each location — the higher the number, the better the match to your business needs. Use this to compare options side by side and identify which properties are worth pursuing and which to cross off your list.

Click here to view a worksheet that helps you weigh criteria, score locations, and compare your top options. The document also includes an example comparing different locations to show how to identify the best options for your business.

Step 5: Evaluate Each Property Based on Your Criteria

Now that you’ve set your criteria and assigned weights, it’s time to use those weights to evaluate each location objectively. For each property, multiply the weight of a criterion by the score you give that location for that factor.

For example:

• If Cost of Lease has a weight of 3 (most important), and a location scores a 3 (very good) for that factor, you multiply 3 x 3 = 9.

• Repeat this for every criterion and every property.

By summing the weighted scores for each location, you’ll get a total that shows how well each property meets your needs. The higher the total score, the stronger the location is for your business. This method makes it clear which spaces are worth pursuing and which ones you can confidently cross off your list.

Step 6: Categorize Your Results

An example of how to interpret the final score for each property:

Lowest score possible = 18

Scores of 18-30 = Unacceptable, do not consider

Scores of 31- 40 = Marginal, probably not

Score of 41-45 = Good possibility

Score of 46+ = Go for it!

1. Get Everything in Writing

Always ensure that verbal promises (such as rent discounts, included services, or use conditions) are written into the lease or contract.

2. Negotiate Lease Terms & Flexibility

Aim for shorter initial lease periods with renewal options. Try to secure flexibility in payments (e.g., grace periods, tiered rent, or revenue-based rent for early months).

3. Clarify Occupancy & Use of Space

Define how, when, and for what purposes you can use the space. If sharing with others, agree on clear time slots and access rights.

4.  Address Business Identity & Branding

Ensure you can use the location address for your business, signage, and online listings. Confirm what type of branding or advertising is allowed on-site.

5. Check Compliance & Certifications

Verify zoning, permits, and certifications (e.g., health, safety, fire code) to ensure the location is legally suitable for your operations.

6. Storage, Utilities & Maintenance

Clarify who is responsible for utilities, cleaning, storage access, and maintenance costs. If storage space is shared, negotiate secure access.

7.  Rights to Sell or Operate on the Premises

If applicable, negotiate the right to sell products, host events, or sublease/assign the space.

8. Communication & Access Policies

Establish expectations for notice periods (e.g., how much advance warning you’ll get before the space is unavailable or maintenance occurs).

9. Liability & Insurance Protections

Clearly define who is responsible for liability in case of accidents, damages, or third-party claims. Check whether you need your own insurance.

10.  Exit & Renewal Clauses

Protect yourself with fair exit terms (ability to break the lease under certain conditions) and renewal rights at predictable rent rates.

Example 1: Bossywear Boutique

Example 2: Big-B BBQ

📖 Reading: Property Leasing vs. Buying Overview

A big decision facing the entrepreneur when they first start the business concerns whether to run the business from their home, or sign a lease and acquire premises (e.g., a storefront, office in a building or warehouse, kiosk). An intermediate solution is to share space with some other entrepreneur, but here you must have a great deal of trust in the person you are sharing space with, and try to ensure their business is complementary to, and not competitive with yours. Occasionally, the entrepreneur will want to buy a building or location, but we generally discourage that when first starting your business, as it will tie up a lot of your cash that could be used to grow the business.

Two important considerations when deciding on working from home versus acquiring business premises are a) what are my business needs?; and b) what can I afford?. Do not acquire premises for ego purposes, or because you don’t feel like you are actually in business unless you have premises. Having premises means you have to pay rent each month, and it must be paid whether you made a lot of sales this month or had no sales at all. So, it increases your risk exposure. You should acquire premises only because it is critical for the success of your business. For some businesses, it is difficult to get potential or actual customers to come to your home, meeting them at coffee shops or other public places does not work well, and it is difficult to go to their location. In such cases, obtaining your own office or shop may be absolutely necessary. Another example would be a business that makes and sells food items, or works with toxic materials, where there are local regulations making it illegal to run a food-related business from home. Also, certain businesses may need an office to project professionalism and legitimacy, such as an insurance broker and financial services company.

However, many other businesses can be operated quite easily from home without any problem. An example would be an online business where your interactions with customers are all virtual. Similarly, if you are running a cleaning, or plumbing, or home repair business, where you go to the customer location to provide the service, your vehicle is your “office” and the business can be run from home. Another example is a business like a candle maker, who sells their products at farmers or public markets, pop-up locations, or craft shows or sells through local stores.

When you are considering having a home-based business, and customers will come to your home, you must be certain your home environment is conducive to running a business. Think about a daycare, counseling service, tax preparation or physical therapy business operated from your home. What’s the general noise level and cleanliness level in the house? Do you have parking for your clients? Do you have pets and children that could disrupt operations of the business? How much can you physically separate the space for the business from the living space in the home? Do you have a private entrance for your customers? Your image as a professional is important, whether operating from home or from business premises.

An intermediate option is to look into co-working spaces. A co-working space is an arrangement in which people from different businesses share a designated office like space in the community. These spaces usually are equipped with typical office supplies, like printers, fax machines, monitors, utilities, and sometimes even receptionists. If you are looking to save money when it comes to office space, this can be a good solution. While you will most likely pay a monthly or yearly fee to use the space, you do not have to find your own equipment and worry about the laborious details like decorating your office or making sure it is functional. These spaces are usually easy to find. Simply look up “Co-working spaces near me” and shop around.

If you instead decide to operate from your own business premises, here is a suggested process:

A. Establish criteria for picking a location. Here are some possible criteria:

1. Cost of lease (weight = 3)

2. Square footage (weight = 3)

3. Cost of utilities (weight = 2)

4. Retrofit needed (weight = 2)

5. Visibility (How many people walk/drive by) (weight = 2)

6. Competition and neighbors (weight = 2)

7. Type of goods sold in the area near the location (weight = 1)

8. How well it reaches your target demographic (weight = 2)

9. Parking (weight = 1)

You might also decide that certain of these criteria are more important than others. One approach is to place weights on each one. In the example above, the weights listed reflect the importance the entrepreneur personally places on each criterion when making an ultimate decision of what space to lease. A weight of 3 means that the criteria is most important, a weight of 2 means that the criteria is somewhat important, and a weight of 1 means that the criteria is of lesser importance. The greater the weight, the more important the criteria. The weights are essential because not all of these criteria will be of the same importance. Cost of lease is obviously more important than parking. Of course, you might use different weights depending on your personal situation.

In this example, we have weighted Cost along with Square footage at the top because they directly affect your profit, and we are operating on a budget to increase profits. Let’s assume Cost of utilities and Retrofit needed are minimal expenses for your types of business, so they are ranked a little lower. Everything else ties to the potential sales of your business.

B. Find available locations and evaluate them on the criteria. In the example below for a clothing store, we identified a number of locations and selected five that seemed generally acceptable (were not immediately rejected due to some serious drawback). In the table below, we have evaluated each of the five properties by scoring it on a 1-3 basis, where 1 is poor and 3 is very good. The sum of each location should range from 9-27. Below are the numeric rankings, and you can go through each number and read the correlating description to see whether or not the description matches the number.

Click here to see table with numeric rankings and correlations.

An example of how to interpret the final score for each property:

Lowest score possible = 18

Scores of 18-30 = Unacceptable, do not consider

Scores of 31- 40 = Marginal, probably not

Score of 41-45 = Good possibility

Score of 46+ = Go for it!

This step is about your sales and distribution approach. If you are selling a physical product (e.g., lip gloss, candles, clothing, cakes), you need to decide how you are making the product available to customers. You have three primary choices. The first is to sell directly to your customer, either in person, from home, your own store, or your own website. The second is to sell at a stall or stand in a public market. An example would be selling at a farmers market or at pop up locations. The third is to sell through an existing store (owned by someone else). With this latter option, the store might buy products from you at a wholesale price, mark them up, and set their own retail price. Alternatively, the store might allow you to sell on consignment, where they carry your product on their shelves, but do not buy them from you. Rather, when they sell your product, they get a percentage (e.g., 30-40%) and you get the rest.

If you are selling a service, then usually you are dealing directly with your customers without any middlemen or intermediaries, although you might partner with other organizations to facilitate your sales. An example is one of our entrepreneurs who collected and fixed up bicycles for three years, and then opened a bike rental business where she would deliver and pick up the bikes for customers. She partnered with three hotels, and these hotels would recommend the bikes to their hotel guests, and keep a few of them in inventory at the hotel.

In deciding which sales channels to rely upon, there are a few key factors to consider. A big consideration is volume versus margin. An example is an entrepreneur who made his own brand of coffee and imported the beans from Ethiopia. He initially attempted to sell at farmers markets and over his website. That meant he made bigger margins, but would sell one or two bags of coffee at a time. With the online sales, it took some effort to drive customers to the website. He eventually concentrated more on selling through grocery stores in the area. It took some time to get into his first store, but his perseverance paid off. The store initially bought small quantities, but eventually were ordering large numbers of bags each month. They then started carrying the coffee in five of their other stores. He made less per bag because the store took part of the margin, but he sold in much larger quantities.

Getting into stores can also be only half the battle—the question is whether your product will sell once it is in the store. This brings us to the issue of control. When you sell through another organization, you do not control what price they charge for your product, whether your product gets placed on an attractive, eye level shelf, or in a less attractive place, how much inventory the store will carry and how often they will place additional orders, and how much the staff working in the store will push your product, among other factors. As a result, if you sell through other stores, it is important to communicate regularly with the store owner or manager, to regularly visit the store, and to see if the manager will let you do promotions within the store. This means you need to have a strategy for how to support the sales of your product when it is in a retail store.

Let’s consider another example of an entrepreneur who has evolved to have an effective approach to sales and distribution. Sanaa Chocolates started in 2018 and produces gourmet, customized chocolates and bonbons. She sells 5-piece, 9-piece, 16-piece and 25-piece assortments. She initially started by selling at the Farmers Market. In 2019, she relocated to a commercial kitchen where she paid $500 per month in rent. It was good for production but not for customer traffic. Today, she sells through four different channels. She has her own store (where she also makes the chocolates in a back kitchen area), makes sales through her own website, sells some of her products through three other stores in town, and makes direct sales to businesses and universities who buy them for events.

Here is a graphical illustration of the distribution strategy for Sanaa. In this example, Sanaa is using four sales channels. About 50% of sales come through the entrepreneur’s own store, and 30% comes through the website. Sales through other stores represent about 5% of sales, while direct sales to businesses and organizations constitute 15 % of sales. The biggest proportion of annual sales come at three peak periods (Christmas, Valentine’s Day and Mother’s Day), and most of these sales are through the entrepreneur’s own store and the website. The other sales channels are more emphasized during the rest of the year.

In STEP 20, we discussed the decision on whether to work from home or to have your own premises. We also discussed how to go about finding possible premises. Now it is time to sign the lease on a location you have selected. Do so cautiously, and pay attention to all the details. A lease is a binding contract. It is easy to miss important items hidden within the lease.

Here are some action items and considerations you might want to take into account before signing the lease:

a. Check zoning laws to ensure you are allowed to conduct the kind of business activity you are planning in this particular location. Are any special permits required?

b. Carefully inspect the property and note (write down, take pictures) any existing damage or potential problem areas (missing railings in stairwells, electrical outlets that don’t work, water pressure in sinks, locks that don’t lock properly, unacceptable smells).

c. Understand who the landlord is. Much like renting a house or an apartment, your landlord matters! Make sure the landlord has a history of being fair, reliable, and trustworthy. Also, determine if the landlord you are working with is also the building owner, or who the owner is.

d. Read the lease slowly and then read it again. Don’t accept what the landlord says verbally – it must be in the written lease.

e. What is the duration of the lease? Is it renewable? How much can rent be adjusted if you decide to renew? Can the lease be broken by either party? Is there a penalty to break the lease? How much warning must be given if the lease is to be cancelled?

f. Is the rent fixed for the length of the lease?

g. Know what is included in the rent. Understand your full financial commitment. Does the lease include all utilities, some, or none? This can include water, sewer, gas, electricity, internet access, and trash. Does the lease indicate who is responsible for maintenance and repairs, and what is included in terms of maintenance and repairs? Are there any maintenance fees? Some leases may include a charge for building insurance. Depending on the location, things like snow removal and lawn care could be important. How much parking is provided and are there any parking fees?

h. Understand not only how much the security deposit is, but the exact requirements for getting the security deposit back.

i. What happens if you are late or miss a payment?

j. What restrictions does the lease place, if any, on what kinds of business activities you can do in the space. Can you do what you want and need to do with the space? Can you install the equipment you will need? Maybe you want to have patio seating, is this allowed?

k. Are you allowed to make adjustments to the space, and does this first require approval by the landlord. For instance, can you paint the walls, add shelving, replace the flooring, or install a counter?

l. Also, are there restrictions on having similar businesses in the same property (e.g., if you are a hair salon in a shopping center, can the landlord rent space within the same property for another hair salon?)?

m. Do you have exclusive use of the property, or is it possible others could have access?

n. Are there any restrictions on the kind of signage you can put on the building or office space? Are you allowed to put sandwich board type signs (e.g., announcing a special sale) on the sidewalk in front of the property?

o. Are there any restrictions on things like smoking in the space, having pets in the space, hosting events in the space?

p. What sort of notice must the landlord give you if they are planning to enter or access the property?

q. Are you allowed to sublease any of the space to another party?

r. What are the terms of renewal? After the lease expires, if you want to keep the location of your business, can you renew the lease?

s. If the building goes up for sale, what are your rights in terms of retaining your space? Also, do you have the first right of refusal to buy the building if it comes up for sale?

Keep in mind that terms of a lease are negotiable. For instance, you might be able to negotiate a shorter (or longer) period for the lease, and based on this, negotiate a different amount of rent or inclusion of utilities, or more parking spaces.

Be certain that you fully understand the terms of the lease that you are signing. It is worth it to work with a good real estate broker or lawyer, and have them review the lease. They can see things you might miss, and tell you the terms or items where you should beware. They can also tell you what items you might want to attempt to negotiate.

It can be exciting to establish a physical space for your business. Do not let emotions rush the process and push you into a space that does not suit the needs of you and your business. Take your time before signed a lease and make sure that all of your boxes are checked.

No matter what your business is, it is likely that you will need equipment, tools, or furnishings. Make a list of everything you think you will need and try to get three price quotes. Go through the list, and make sure that everything you have written down is necessary. After you have a full list of the necessary equipment, tools, and furnishings, decide if there are ways you can borrow, share or barter to get each item.

If you cannot leverage the resource, then determine which items you can rent, and which items make sense to buy. Consider the price of both options, but also the investment you may be making. For example, when opening a coffee shop, it would make sense to buy a coffee maker rather than rent one. This is a staple in your business and if good quality, something that will make a profit quickly.

It may be possible to lease or rent some of the items you need rather than purchase them. Leasing can be a good option when you don’t have much money at start-up. It is also a good option when you need equipment that has be to upgraded every couple of years. While leasing costs you less in the short term, over time leases will almost always cost you more money than just buying the item in the first place. At the same time, lease expenses are deductible on your tax return. While leases offer flexibility, keep in mind that you must make payments for the entire lease period even if you stop using the item you are leasing. There is usually a penalty fee for trying to terminate a lease early.

If instead you decide to buy the equipment, it costs you more upfront, but can save you money over time, particularly if it is something that is durable and long-lasting. You will usually be able to depreciate the equipment as it wears out, giving you what can be a sizeable tax benefit. In addition to depreciation, the government offer tax incentives for purchases of certain kinds of equipment in the first year that you own the items. If you borrow money to finance the purchase of equipment, the bank will still require a down payment (20 percent or so of the purchase price), and you will then have interest and principal payments to make. Keep in mind that, if you buy the equipment, you are stuck with it if you find you no longer need it, or newer and superior models or versions become available. However, because you own it, you have the ability to sell the equipment.

When first opening a business, stay frugal! You will not want to break the bank buying equipment before you know how much profit your business will bring in. Set yourself up for initial success and get creative. Look for gently used equipment or furniture, contract certain tasks, take advantage of trade and barter sites, and consider buying government surplus. When a federal agency has surplus equipment, they look to get rid of it at much lower prices than they paid. These items are often auctioned off online or available for negotiation. The SBA provides a helpful list of government auction sites. Using this link https://www.sba.gov/business-guide/manage-your-business/buy-assets-equipment, scroll to the end of the page for a list of sites.

Having proper signage is super important when it comes to communicating your business (and conveying a professional image). Signage comes in many forms beyond a sign on your business premises. For example, a lawn care company may benefit from a sign on the vehicle they use. A storefront may also need signage on the windows or doors, or at the front of the store. You may want to invest in a table cloth or a banner sign which you can take to different events. A gas station may add signage to tell people they have a car wash. Selling items at a farmers market? Bring with you an eye catching, professional sign to keep at your table, or under your tent. Signage will look different for every business. Decide what makes the most sense for you.

In terms of some basic rules of thumb when creating the primary signage for your store or building, have an experienced professional design the sign. Make sure the sign reflects the target audience you are going after, and the location where the sign will appear. Keep it simple, easy to read, and vibrant. Make sure it is legible, and all spelling and grammar are correct. Don’t use fancy fonts and don’t use more than two different fonts. Avoid clutter (have enough white space so that the letters and logo stand out). Logos and attractive graphics that complement your message can help grab attention. Color contrast can also make a sign easier to read. Make sure the letters are big enough to read from at least 8’ away. While there are different rules of thumb to guide you, one suggestion is that add one inch of letter height for every 10 feet of distance. If you want your sign to be seen as far as 300 feet away, your letters will need to be at least 30 inches tall. Consider using bigger letters for whatever you want customers to read first.

Most cities have a number of local sign-making companies. Another source is Fastsigns (https://www.fastsigns.com/), which is a national franchise operation and may have a location near you. If you want to consider online options, Vistaprint (www.vistaprint.com/signs-posters) is an example of a commonly used and reliable source for commercial signage, especially for banners, decals, and vehicle signage. They offer lots of signage templates for you to consider. Depending on the type of signage you are looking for, Etsy can also be a great option. In addition to these options, search your area for local printers who may be cheaper and more efficient. It is always a good idea to utilize other small businesses. Perhaps they are interested in trading services!

If you are planning to put a sign on a building you are renting, make sure you check the laws and regulations within your city, as well as your building codes by looking at the municipal website. For instance, in the City of Milwaukee, one of our partner cities, you can find signage rules here: https://city.milwaukee.gov/Designguidelines/UrbanDesignComponents/ Signage-Regulations. Also, please note that, if you have signed a lease agreement for the property where you are running your business, you should check to ensure whether the lease places any restrictions on signage.

If you are a business that goes to customer locations, signs can attract future business. If you are, for example, a traveling masseuse, mobile car detailer, landscaper, or decorator, bring with you a portable sign and ask your client if they’ll allow you to leave a sign on their lawn for the duration of the service, or longer! If it’s in your budget, travel in a vehicle with signage. There are so many creative ways advertise your business using signs.

If getting a permit for signage, or production and installation of the sign, takes time, a great option for starting out is to have an A frame sign created that you can easily move around. If storefront signage or window decals are not something you can obtain right away, this is a great alternative. Here is an example.

Finally, don’t forget weather conditions. If there is lots of rain, snow, wind, freezing temperatures, or heat, your signage needs to be able to withstand such conditions. Even the A-frame sign above, if placed outside, needs sufficient weights or some other means of securing the sign should it be a windy day.

Now that you have signed a lease, purchased equipment, and prepared signage, it is time to make sure that your site is prepared to operate. This will look very different for every business and should be organized according to your operating model (see STEP 24). The layout and set-up of your premises is an area where you really need to focus on details. Start with a carefully thought out floor plan. Beyond you and any employees, all of your equipment, tools, paperwork, filing systems, computer systems, technology, and whatever else is necessary for seamless operation should be ready to go. Things do not need to be fancy, particularly if you lack resources. However, they must be professional in every possible aspect. You are a professional, and you want your place of business to reflect that professionalism.

Opening up is more than just your advance marketing or the holding of a grand opening event. It is “show time” and you need to be prepared. When a customer enters your business, great entrepreneurs are able to walk in their shoes. What will the customer see, think, feel, and do? What might be confusing to them? How easy are you to do business with? Keep in mind that customers make judgements about your quality based not just on the final product or service you provide, but on the things they encounter (the cues or evidence) during the process of visiting your location and doing business with you.

What is the image your place of business projects to others? Are floors, walls, counters, windows, blinds, and equipment clean? Are things neat and orderly? Are they laid out in a logical and flowing manner? Do you have appropriate signs that assist the customer experience (but not too many signs)? How is the lighting? If music is playing, is it the right kind of music for kind of customers you are serving? Is the cash register or point-of-sale system placed in an appropriate place? Are there distractions (e.g., noises, smells, holes in the wall) that take away from the customer’s ability to focus on you and the value you are providing? Does the work environment appear to be safe for employees?

If you are selling physical products in a retail location, then you want to arrange them in your facility in a creative manner. There is a psychology behind where retailers place products, and you can find a lot of advice online regarding how to place products. As an example, here are sample tips that some experts recommend (source: https://www.dotactiv.com/ blog/retail-product-placement):

1. Put the essentials toward the back of the store.

2. Place your higher-end products near the front of the store.

3. Place the best items at the customer’s eye level (a popular retail phrase is “eye level is buy level”)

4. Place complementary or products near one another.

5. Give your customer some room–don’t squeeze too much into too little space, or create a sense of clutter.

Accessibility to your facility is also a key consideration. If the people you are trying to attract to the business are older, or quite young, or have a disability, is it easy to enter your premises? How far away might they have to go to park a car? If they have to wait to be served, is there ample (and a comfortable) space to wait?

It is also critical that you focus on productivity. Have you concentrated too much on creating an attractive-looking work environment without ensuring the business is set up in a way that enables work to get done and customers to be served in an efficient manner? You may need to make tradeoffs between a physical environment that has aesthetic appeal, or that looks and feels good, and a place of business with functional appeal, where the focus is on practicality and serving the needs of customers.