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AMA101-Intro to Business
AND EVALUATION PROJECT
Shirley Rivas
AMM101
Professor B. Smith
May 19, 2005
Final Draft
INTRODUCTION
1. What is your full name and title in this business?
Good morning, My name is Argelis Rodriguez. I am the store/supermarket owner.
2. What is the full name and address/phone number of your business?
The name of my business is Ramona & Grocery Associated Supermarket. We are located @ 187-07 Linden Blvd, Jamaica, N.Y. 11412. Phone number (718) 723-5745.
3. What/Who inspired you to start this business? Explain Please.
My family is a very hard working family. This business has been in the family for 24 years. My grandfather was the one who really opened this supermarket/bodega. He lived in the Dominican Republic and decided to move to the U.S. to start his own business. He was actually the only brother who really risked coming here alone. He wanted to start his own family and live here in the states. My father as well then took charge and he decided to hand it down to me. He called it “becoming a man”.
4. What kind of work/job did you have before you started this business?
I have only worked here in Ramona & Grocery store. I have always worked here. I began when I was a teenager helping my father around. My father wanted me to learn the business. My father would bring me and my brother here everyday. I would be caught hanging around mostly.
5. How did you decide to choose this type of business? Explain Please.
It is a Spanish tradition for a man to be the one to provide for the family. I guess that is why the males in my family have been running the business. Feedback on how much money you could be making with just a small store and help provide for the family really made us get into it.
HISTORY OF THE BUSINESS
6. How did you select the name of your business? Explain please
My last name is Peralta Ramone Rodriguez so we wanted to keep it traditional. Ramona &Grocery doesn’t sound bad either. It was a trend to have your name as your business at the time.
7. When and where did this business start? (was it at this location or somewhere else)
It started in 1981 and has always been here in Jamaica, Queens NY.
8. Is this form of a business ownership a sole proprietorship, a partnership or a corporation?
This grocery store is a sole proprietorship.
a)Why did you select this form of business over the other two forms of ownership?
The money is mostly controlled by me the owner which makes me in charge. The idea is to make money and keep that money in our own hands. The trust issue is mostly why family is running the business. You can always count on family.
9. What kind of special training, experience, skills or education did you have that helped you to start a business?
Our close neighbor Felix Mendosa was the owner of a restaurant. A mentor you can say taught us about how assets and inventory are needed to start a business in this country.
10.How did you choose this particular location and how did this location either help or hurt your success in this business?
The formal restaurant located at the time went out of business and was selling the place very cheap. In this part of Jamaica it was not as safe as it is now. Since many violent gangs and thugs ran the streets we have had a lot of trouble in the past. There were two occasions where our own lives were at risk. This is Linden Blvd near the corner of Baisley Blvd which is mostly known for having near by residents hanging around the area. The more people the more money for the business.
11. About how long did it take (month/years) for you to raise enough money/capital to start this business?
It took my grandfather 4 years after arriving to this country to raise enough money to start this business. He worked very hard and he was said to work late nights. He would go throughout the day without sleeping. He was always keeping in touch with our family in the Dominican Republic which was very important.
12. How did you raise enough money/capital for the business to get started?(list sources of funds)
Also there was a bank loan from JP Morgan Bank (which is now merged with Chase Bank) who loaned us money.
13. About how much money would you think a business person would need to start this kind of business today in (2005)? Elaborate
Well, everything depends upon the area you choose to settle your business. The Building and Property value are very important estimates. For example, if you would like to be creative with your grocery store and link a café or a catering service will estimate around ($159,100- $375,000).
14. What was the major problem/obstacle you had in starting and running this business and how did you try to overcome those major problems? Explain please.
It is very difficult to manage time. Everyday I open up early at 7:oo am close around 11:oo pm. On weekends we close late mainly because business is good on weekends. I try to manage my school schedule as well. It can become very dangerous around this area. I have an uncle and a few cousins working here. I find myself teaching them everyday and become tied up with all their work. Inventory Merchandizing, Restocking, is hard to keep track of but yet I have learned to make it a habit. I am always busy not having enough time. Trust is as well, important. You learn which customers to trust. I try hard everyday to be friendly with customers and residents. Our biggest problem is the teenage boys and a few older men who like to start problems around the area. Patience is virtue, all the customers from the happiest decent customer to the worst and ignorant ones come around your way once in a while. They don’t understand how hard it is for a man just to stay out of trouble and work in this business.
15.What are the three most important things to do in starting your own business?
I believe responsibility is by far the most important. Work loads accumulate if not handled everyday. Monday through Friday I take care of the store while weekends I leave it up to my uncle to learn from it. While he becomes accustomed to the store I can relax and trust him. It really disciplines and shapes you up. Patience is important too. You have to be patient with all customers and with regular business activities. Last I have to say is having confidence. Without confidence you lack willpower to act in your business.
16.If a customer complains, how do you handle that complaint? Elaborate
I try to resolve the problem. I am a very friendly person. I would try to suggest to them a refund or satisfy them with another product within the store with the same quality. Most always I try to substitute their problems with solutions.
17.In your opinion what reasons help explain the success of your business(or how do you keep your customers coming back to your business?Elaboarate
Over the years I have become very familiar with my customers and their families and have a built up a sense of trust for most of my customers. Since our market has been around the longest around here, they trust us and our food.
18.List your best selling product/services.
What mostly sells are beers. Types of beers that sell well are: Heineken, Corona Guinness, Private stock Old English, Modelo, Budweiser, Budlite Miller. Cigarettes also sell fast. I find myself always ordering them. Sandwiches are a favorite around here. I have to keep my oven clean because many customers love their breakfast sandwiches in the morning.
19. Why do these products/services sell so well in your business?Explain
Well, the sandwiches here in my store are made pretty fast and people love that. We try to get them out and serve them to our customers without delays. We offer the most variety of combinations here. Almost everyone compliments us about the beer. Since iyr refrigerator really keeps them cold the customers have loved them. I have been told we sell the coldest beer here.
20.Which kind of paid advertising do you use to increase your sales? If not do not spend money on advertising, explain why not?
I do not pay for advertising but I do put up my own signs offering the day’s special. If a load of old products are near to expiring and there not selling fast I put it on a deal to sell before it’s expiration date. I try to put it at a reasonable price but I do not gain a profit from lowering prices so I gain my losses by awareing the customers of the new products and its arrival. I try to convince my customers about the products that are fresh and are really good.
21. Where is our closest competition located?
The closest competition is two blocks away. The owner seems friendly yet not so genuine so we seem to talk often while keeping our distance. I am not as competitive as before. I take it easy now and then.
22.How do you deal with your competition? Explain please.
I try to offer my customers better specials at a better price than my competition at the other store. I shop around the local area to get a sense of what prices they are setting. I will be honest I send others to shop around not me personally at times I do but I tend to get informed how prices are higher at other places. I manage to stay at a good rate where I do profit. But if a product really sells fast I raise a quarter to a dollar at times. I manage to stay at a better rate. We are trying to receive the license to sell lottery tickets here. No where around here do they sell lottery tickets unless you go a few more blocks away from here.
23. How does your competition effect your busieness? Explain please
My competition really doesn’t affect my business because of our experience and of our years here. The stores that have opened here have either recently opened or are out of business. We are mostly respected here by most customers and their families. They still remember my father around here and I feel like I find myself trying to find a way to make it better around here but yet as well I do not see myself working here anymore.
PROFITS, PRICES and INSURANCE
24. Which of the products or services you sell makes the biggest profits for your business? Elaborate
We have profited mostly form cigarettes. With our licence we can only sell to adults. I manage not to sell cigarettes to minors. Although requiring id check is less often. I do try to have a sense of who is a minor or not. I will be honest and admit these kids are growing fast and I have made mistakes. But it really hasn’t hurt us in a way but I do see who would be concerned. We always keep cigarettes in stock for many to buy.
25.How do you decide on your prices? Under what conditions would you raise or lower your prices? Explain please.
Prices are very important. I get a sense of what’s around. I check what items really sell fast and make a profit. As I said I do add an extra quarter or dollar for products that sell fast. Yet what I really profit from are the deals I set I can offer a product and suggest to them what comes in hand with it. Customers rarely have a problem with our prices. Deals I say are what makes it better for the customers.
26. Which kinds of insurance do you carry to lower risks in your business? (Fire, theft,etc.)
We have complete total coverage. S.I. (Star Insurance) is what covers my business. Matters such as fire and safety are as well taken care of. I have 2 fire extinguishers near my oven and near the refrigerators for easy access. And in case of a robbery we have a licensed weapon (where we all know exactly where it’s located). I do have a camera installed and while I rest in the back room at times I keep an eye out but I am not going to lie I do at times fall asleep.
27. How many employees do you have now and how many did you have when you first started your business?
Well we have kept the business operated within 5 family members. Before it was myself working with 2 uncles and 2 cousins. Now it’s been cut down to 3 members. I work here with only one of my uncle and a close family friend.
a) How many days and hours do you and your employees work a week?
I work around from (mon- fri) 7:oo am- 11:pm 80 hours a week but I attend school so at times my uncle works for the 2 or 3 hours I am not here. My uncle works around my school shift (Mon Wed Sat Sun) 10:am 10:pm 48 hours a week and a family friend works (Wed Sat Sun) 10:am till 10:pm 36 hours a week. And I do have my brother and our younger cousins who help around here they still attend high school but come here around often make a few money within a day.
b) How do you try to motivate your employees to do their best work?
Since were family around here we get along and talk family business concerns. I provide all types of entertainment. I have recently installed DTV cable on the television mostly for the baseball season. The little radio provides music its not that well but I do plan to buy a better one. I say hey if it still works why throw it out.
c)What kinds of benefits do you give your employees? Elaborate (if there aren’t any benefits why aren’t there any benefits)? Elaborate
There aren’t any benefits this business provides to my employees mostly because we can’t afford it. I do once in a while trade in other services such as extra pay or increase resting days. But not often.
28. What skills do you look for when hiring new employees? List them and elaborate. (if they have no employees ask them to imagine hey had some employees for this question.)
My employee’s would need a high stamina for the daily hassles. Job strength is important for stacking and brings in our products. Strength of character is important as well. They also need confidence dealing with all types of people.
FUTURE OUTLOOK FOR THE BUSINESS
29 What special dream do you have for this business in the next two years? Explain please.
My special dream is to become a detective or FBI in the government force. I see myself doing bigger and better things. I am attending college I do not see this business in my future any longer I am interested in law. My brother believes he can keep the business in the family he is still not of age. I do find myself selling this business. Yet many argue and disagree with this decision.
a) If you were starting over again what two things would you do differently? Elaborate
I would have liked to control myself better in dangerous situations. Trusting customers easily was a big problem in the past. And I would have liked to keep the trust with some family members not all. Just because its family does not mean their intent with
the buiness is always good. I have had past family members who worked here which caused some trouble And redecorating a bit around here wouldn’t sound too bad either.
30. Finally if I was opening my own business, what specific advice would you give to me about starting and running a successful business? Elaborate.
I would suggest that you keep a very open mind. It seems on a daily basis you’re doing the same thing. Yet have to keep a positive attitude. But explore your new ideas for a business. Remember to keep an open mind.
DESCRIPTION
Ramone & Grocery is located on 187-07 Linden Blvd, Jamaica, NY. It is opened Mon – Sun (7am-11pm). Since it is near the end of the corner many can see the big Blue and Yellow lights at nights from the intersection, many customers enter the store. As soon as I entered the small business it did not seem as small as it looked. A big Dominican flag was posed on top of the refrigerators near the top wall which first caught my eye. The whole family was born in the Dominican Republic. Most customers were from various backgrounds and did not seem to mind the flag or the stores appearance.
At the sides there were two refrigerators with all the beverages and other drinks. I clearly saw the beers and felt how cold it actually was. You can go from left to right to choose a beverage .While in between there are 2 well organized rows of canned products and boxed up goods. The rows contained all ranging from traditional salt to various new products of canned goods. Near the back room at its side was an area where fruit was placed. All types from oranges to plantains. There in the back room leads to a bathroom and a comfortable resting place. The grocery store is very well organized. The counter where the owner mostly stands has a high stand counter and stacked rows of candy and colorful goodies. The cigarettes as well caught my eye I can see how well they sell there well organized near him within view. His uncle would operate the oven near the counter. The various sandwiches mentioned earlier as best products would always seem to be selling. Many customers read the top sign upon the counter of the specials and combination offered. It can get pretty hot back there and at times hectic. When they mention there are fast I clearly saw why. Some customers do not like to wait and do not have patience. I clearly saw the small fans placed in case the air conditioner on top of the door didn’t work. From the counter you can see a good view of the store. Some family member’s such as younger teenagers would arrive at times and hang around for a while. They keep track of boxed products and customers. I felt a comfortable friendly feeling inside the business.
These are the packed goods in the first row Second row where new products arrived.
The local area in Jamaica is very big and seems very big and commercialized. Many customers arriving were always talking and smiling in his store. Some were not as pleasant as others. Many nearby residents tend to hang around the area. I noticed how well the store profited from those who hang out near the store. It would bring attention in groups. The store owner is very friendly I was pretty much convinced he makes people happy. His personality really sets and upbeat and comical tone which is fact markets the business. All customers either knew the current owner or asked for the other family members who worked there before. I easily felt the trust with the customers, but that’s not a quick way to judge people. There was incidents were negligence within a customer would scare me. But the owner knew how to handle it all. I learned you have to you’re your guard up and expect the worst. Time really passed by slow, as a daily job I do not see myself operating or opening a small grocery store. At times I would feel like I wasting my time in the store where I could have been doing other things. I believe it is very important to have experience. As the owner mentioned earlier stamina strength and responsibility is really important for a business.
The store is really busy at times but it can be slow as well. Since the store already caters to a few other local businesses around that call in and order. It keeps them busy. I suggested why not have fees set pricing the catering services as well and profit from it. I would think it was pretty easy to work in a regular store yet it takes so much into consideration. As the owner mentioned time is really essence. I do not suggest LaGuardia students to open up this kind of store because there are so many other types of stores we can open which can be different and variable. As I walked out of the store I was given a different perspective on local supermarkets. I always entered ordered what I wanted and left , this project really let me stay for a couple of hours and get the real sense of the atmosphere.
Conclusion
American society has always been optimistic towards their future. As a capitalistic nation individuals are influences to start up their own ideas and business’s. Where the government stands by and regulates as well. America has always industrialized the economy and the new businesses have let our economy to profit well and grow stronger. In a social mobile country as America, money is very important in this nation. American’s mentalities have been influenced with endless opportunities. We are optimistic entrepreneurs. The people in this country are free to hire and start their own business. Regulations such as employees, benefits, location, safety are some concerns the government handle. Yet many are not bothered and strive to offer the best.
Ranging from small grocery stores to big corporations many can work and join the field of business. There is competition which can benefit many business as well. It all seems very easy but it’s very important to have a business plan. It would be good to plan out strategies and methods it would take to run a business. All has to be taken upon and handled carefully.
The entrance of Ramona& Grocery. Exit of store marketing posters shown
LaGuardia
Community College
31-10 Thomson Avenue, Long Island City, NY 11101
31-10 Thomson Avenue, Long Island City, NY 11101