By Midwest Entrepreneurs Student Miguel Hernandez
What better way to start of the semester for the Midwest Entrepreneurs class than to talk about alcohol; consumed responsibly and in a comfortable environment. Yesterday afternoon the class welcomed our first speaker of the semester; Susan Schuytema, owner and sole proprietor of Market Alley Wines (http://marketalleywines.com/).
Susan came to class with 3.5 years of experience and a couple of handy dandy index cards to talk about her business and her actions in life that made her bring this luxury to the town of Monmouth.
Her entrepreneurial experience was and is crucial for her business today and she makes sure she uses everything she learned not only to have a successful business, but also to keep it successful in the long run.
Susan has worked since she was 13 years old and has worked in a lot of places before her grand opening of Market Alley Wines. She has worked in retail, as a lifeguard, bartender, freelance writer, a journalist in college, and marketed for a nursing home.
All the jobs and positions that Susan has held in her life got her thinking about what she really wanted to do in life. Of course she wanted to do what she loved most so she spent a lot of time looking back in her life to see what she could make out of her past experiences and memories and turn all of that into reality. On top of that she also utilized some research commissioned by the City of Monmouth. This research had found that one of the products that local residents were going out of town to buy was wine. So, she knew there was demand for what she had in mind. She, along with her husband Paul, had the idea of not just selling wine but making it available for sale and consumption in a very welcoming, comfortable environment. Thus, Market Alley Wines was established.
With her experience with wine and her outstanding customer service skills she started her journey to open Market Alley Wines, even if it meant having to make a video from a mobile phone, she did anything and everything possible to get her business going.
Even though she knew that she would be selling bottles of wine at higher prices than other stores that selling similar bottles of wines, she decided to stick with her gut and keep this business alive. But she sells more than just wine at her establishment; she sells an experience unlike anything else in the area. A person can purchase a bottle or a glass, sit on couches with friends or meet new people, listen to bands or people who perform in her business, and experience the relaxing atmosphere that her business has to offer.
This is why people go back for more of the experience that Market Alley Wines provides. They talk about her business and regulars bring new people to check out her place. Price is never an issue when an establishment offers great service, an amazing experience, and a relaxing atmosphere that just takes the world off your shoulders.
Finally, Susan Schuytema advised the class that if they want to start up their own business, they should “do it in your own way.” It’s your business, your face, and your reputation that will affect your business; but make sure you do something that you love to do. It’s a destination and you’re the only one that can decide where that destination leads.
