Lessons From Opening a Brick & Mortar Store | Dustin Johnston | Episode 1009

Dustin Johnston | Episode 1009

Dustin Johnston was born and raised in Kamloops, British Columbia, Canada where he graduated from Thompson Rivers University with a visual arts diploma and eventually moved into Emily Carr Institute where he completed his BFA and graduated with a major in Ceramics and Painting in 2007. From there Dustin’s journey took him through many jobs and summers working as a tree planter. Eventually Dustin’s started his own construction company with a focus on tile installation and up until last year had been operating his own company for nearly 15 years. While working full time running the construction business Dustin still managed to paint and draw and make art whenever he had time. Most recently Dustin has swung back toward his passion for making art and opened an art studio and boutique shop in Peterborough Ontario with his wife where Dustin makes functional wares and ceramic art full time. Dustin is excited to continue on this journey of artistic exploration and see where it takes him.

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How did you deal with the government requirements to open a brick and mortar location?

Well, there’s insurances that you need to get, especially if you are going to operate kilns and things like that. So first and foremost you have to be aware of where you want to set up shop. So just do all the leg work to find out what’s required, everything that you’re going to need to set up, and do as much research as you can before you get too flighty and start signing contracts.

What is something you didn’t know ahead of time that you needed to do for banking?

I wish we didn’t have to bank at all. I’m not designed for banking or anything like that. It’s hard to pinpoint anything specific to be honest. Just all the legalities behind whatever type of business it is, partnership, self proprietorship. Do you want to incorporate? All those things have different rules and different things you need to do. Setting up a banking system so it works seamlessly with y our POS system. That was a big thing to get through. And then how that correlates into your website if you want to have online sales. IF you want to start selling online that’s a whole other world. And to have these all work together seamlessly and all the tax money is going where it needs to go. It’s important to do a cost break down and financial assessment with all these pieces before you jump in.

What are some of the lessons you had to learn for budgeting seasonal swings?

Put all of your effort into selling as much as you can at Christmas and then save as much of that money as you can through January, February, March, and April. That’s what I would say. Put all your effort into Christmas. Fifty percent of your annual sales could just be in December.

What is something you learned about customer care that you didn’t realize until you started this?

Just to expect that there’s always going to be difficult people. No matter where you go and just try and be as patient and peaceful as you can and avoid conflict and you will be a much happier person. Also consider hiring someone who is good at selling if you are not good at it.

What are some lessons you have learned about taking care of your employee?

Low expectations. Just make sure expectations from both sides are clear. And be really careful that you are hiring someone that fulfills your needs and that you are fulfilling their needs. For instance if you only need someone who is part-time don’t hire someone who is depending on that job to pay their bills because they are probably going to be looking for full-time work eventually. And just be nice to your employees.

You have a physical store. How do you plan for your business life and personal life for taking breaks?

I don’t really organize much of anything, I just kind of …when I see a window I jump through it. That’s pretty much it. I should probably organize things more, I carve out little spaces when I can. Like I don’t need to go on vacation to another country to have a break, I just need some peace and quiet and a quiet corner for an hour or two.