They spent approximately 6 months researching different options and franchises.  After months of investigating they opted to lease equipment through SWF. They wanted to avoid high royalty fees and strict guidelines with franchises.  They opted to have their own advertising plan and just lease the equipment rather than make a huge investment purchasing more equipment than what they really needed. They started with a single head machine and a DTG printer.  They spent a few days down in IL training on how to use the machines, and shortly after they were open for business. These two women were able to turn a profit their first year in business, in addition after 16 months in business they rented additional square footage because of how quickly the business grew.  They started with approximately 1300 sq. ft, and now have about 1800 sq. ft. 

When you walk into their store it is not an ordinary embroidery shop, they serve as a school store for both Hortonville and New London school districts and have quickly become the go to place for the latest looking uniforms and fan apparel.  Not only do they cater to the schools they also have grown a corporate base of customers as well.  Kramer indicated what really sets us apart is that we really strive to have a quick turn around and pay close attention to detail.  We also sell a lot of fashion apparel, not just your basic T-shirts and sweatshirts.  In our store you will find  embroidered & screen printed bat bags, duffle bags, stadium seats, coolers, bottle koozies, umbrellas you name it chances are we have it.  We look for the latest trends and try to duplicate them in our store and with our customer’s orders.  The nearest big box retailer is about 20 minutes from our shop, so we also make it convenient for customers by carrying baseball pants and baseball socks in the summer.  If they are coming in to pick up their child’s uniform top, why not get them to purchase pants, socks, baseball caps, and bat bag from us as well?

You ask what their advertising strategy is.  They started off by advertising in the sports programs at the high school, sponsoring advertising for football, basketball and baseball programs.  This summer they sponsored a local Little League team and of course the Fox Cities Embroidery team had the hottest looking jerseys of all the teams!  They also advertise on the radio when the local games are being broadcasted on the air.  The main local newspaper has a Friday insert that covers all local news and this is a more economical way to advertise for them in the newspaper.  They have also had a lot of coupon offers at local restaurants/supper clubs and it tends to be the most popular coupon on the placemats.