The previous article covered class length, profit, etc., but there are a few other points needing attention at the planning stage so your shop class is a fantastic success.

Teaching Area. If you are lucky, you have a dedicated teaching/casual stitching area in your shop. If not, can you clear a small space for a short time to make room for a table by moving spinners, etc.? Students shouldn't impede other customers' ability to move around in the shop.

Although you can hold class in an entirely different venue (library, community center), this negates the class's main raison d'ętre: to get those stitchers into your shop to buy!

Teaching Equipment. You must have a table. There's no way around this. Stitchers shouldn't be asked to balance things on their laps.

You must have good light. There's no way around this, either. Eyestrain and over-many mistakes because stitchers can't see won't reflect positively on the future of shop classes and on your business itself.

It is wonderful if you have lighted magnifiers for each student, but you probably don't, so:

• Bring in some table lamps and floor lamps from home and/or from staff members' homes.
• Failing this, position the table near a window. Is the table long enough so that no stitcher must sit back-to-the-window and thus cast a shadow on the work?
• Hold class outside—weather, breeze, bugs, and shade permitting, of course!
• Ask students to bring their own light and/or magnification.

It's better to have a class that could have been larger and have stitchers leave delighted at the personalized attention they received than to have a class so large that students feel lost in the shuffle. Remember, this class is a marketing tool. Make it as appealing as possible to your students!

What is the smallest number that would make the class worth the costs, prep, promotion, and shop disruption? The answer is usually 5.

What happens if you don't have sufficient registration to make the class a go? Reschedule the class? Cancel altogether? Have a plan.

Cancellation and Waiting List . Will you allow students to cancel? (You should.) Will you refund the fee in cash or in merchandise certificates? What date would you set? (A week before is standard, although you could take cancellations right up to class time if you refunded with merchandise certificates.)

When taking the waiting list, be sure to note the date along with the name.

Registration Cut-Off. You'll probably want to set a cut-off date because you'll need to order leaflets and/or make class kits. If the kit is not complicated, you can pull from your stock just before class and keep registration open right up to class time. Advertising. You already know the general drill, but here ar

e some ideas that relate specifically to an in-shop class.

• Have the stitched model where customers will see it, usually at the cash register, where it can be kept under a watchful eye at all times. Unfortunately, thefts occur. Try to have the model on display a month before the class.
• If your cash register is not in a place stitchers see upon entering the shop, use a color picture positioned so customers see it right away. An oversized color photocopy or enlarged photo are both good choices. If the piece is from a retail leaflet you could post the leaflet with its own cover picture, but a bigger picture is much better from an attention-getting aspect.
• Put information fliers for the taking at the cash register. Customers who didn't buy anything this time still will have the opportunity to pick up the information.
• Pack a flyer in each bag, pointing out what it is as you put it in.
• How about placing a stack of fliers beside the stacks of freebie charts?
• Describe the class to each customer leaving and entering and shop, as well as those you help on the floor. Your staff should do the same. Example: After describing the class, ask "Would you like to register?" Don't ask, "What do you think?" You don't want their opinion. You want their registration.
• If the class project is by a designer whose work you carry, display the project along with the artist's leaflets and any models you or customers might have.
• Don't forget that customers are a great source for models. Ready access for you and "name in lights" for them. Take care that customers' models are positioned in a place that is constantly monitored by staff.
• Talk up the class by reminding customers they can give gift certificates good for the class, as well as for merchandise/finishing. Put this suggestion in the flyer. If you're offering any discount to students, put this on the flyer, too. If you have a shop newsletter, give your class prominent play, starting as soon as the class is scheduled (or you know what month it will be). Advance notice is beneficial, even if you haven't firmed all details.

Miscellaneous. Stitchers should bring scissors (and their other must-have stitching tools). Make sure this is clear in your advertising and reiterated at sign-up. Even so, some stitchers will forget their scissors. They can borrow from a neighbor, or you can have a pair on hand.

Particularly mention magnification at sign-up time if you will not furnish it. If you sell magnification/stitching lights, consider making them available to students at a small discount on class day.

Consider discounting your high-end lighted magnifiers, too. Getting a class discount may be just the thing that nudges the fence-sitters into the substantial purchase.

If special tools are needed (or recommended) for the class, such as straight-bladed scissors for Hardanger, you might offer students a discount on these on class day.

How about other discounts for registrants? Do you want to offer a discount on all purchases made on class day? For purchases which meet or exceed some minimum?

Receiving a lower price on one purchase usually means the stitcher can rationalize buying something else with the money "saved," and often this second purchase is more expensive than the money not spent on the discounted item!

Telling your customers in advance that certain items will be discounted for students in the class can increase class registration, as well as producing after-class sales.

With careful planning, your class can generate great buzz about your shop and sales of other materials, as well as making the class itself an enjoyable activity.

The article deals with selecting the design and the teacher.

copyright 2004, Martha Beth Lewis
Contact me about reprint permission.