Pop-Up Business For Dummies

Whether you’re just starting out and want to test the viability of your business, or you’re an established business looking to expand your reach, pop-ups offer an exciting and flexible opportunity. They’re a great way to try new business ideas, experiment with a new product, location or market, gain exposure, and learn about your customers - all with limited risk and financial outlay.

Inside Pop-Up Business For Dummies, you’ll find:

• Planning your pop-up venture - whether it’s a shop, studio, gallery, or community hub.
• Finding the right space for you.
• Negotiating with the landlord and sorting out the legalities.
• Fixing up and fitting out your space on a budget.
• Pulling in the punters - advertising and marketing your pop-up.
• Managing a successful pop-up business day-to-day.
• Closing up shop efficiently.
• Lots of case studies, checklists, tips and hints from experienced pop-up people!

Part I: Planning to Pop Up 7

Chapter 1: Welcome to the World of Pop Ups 9

Chapter 2: Developing Your Pop Up Plan 19

Part II: Building on Your Pop Up Foundations 35

Chapter 3: Building Your Team 37

Chapter 4: Funding Your Project 57

Chapter 5: Finding Your Space and Your Landlord 73

Part III: Filling Your Pop Up with People 89

Chapter 6: Making an Impression: Branding and Marketing 91

Chapter 7: Producing and Distributing Leaflets and Posters 107

Chapter 8: Making the Most of Social Media 121

Chapter 9: Cooking Up a Media Storm for Your Pop Up 139

Part IV: Running Your Pop Up 153

Chapter 10: Designing and Kitting Out Your Space 155

Chapter 11: Managing Your Shop and Staff 173

Chapter 12: Meeting Your Customers 185

Part V: Looking to the Future 197

Chapter 13: Measuring the Success of Your Pop Up 199

Chapter 14: Packing Up and Moving On 213

Part VI: The Part of Tens 223

Chapter 15: Ten Useful Items to Have in Your Pop Up 225

Chapter 16: Ten Reasons Why Your Pop Up is Good for Business 231

Index 237

"What makes Dan Thompson's book stand apart is his can-do attitude and understanding of the relationship between customers and pop-up providers, particularly regarding social media." (Ceramic Review, May 2013)

"I think this book is a must for people starting a pop up business. From its checklists to its well researched business facts and detailed plans it is a handy guide. Dan Thompson really knows his stuff." (Frost Magazine, May 2013)

"One of the ways to keep the conventional retail model fresh is elegantly explained.... Thompson explains its principles and practice brilliantly and succinctly." (Cambridge Business, March 2013)

"I would recommend it as essential reading for anybody considering their own pop-up, and will definitely use it when developing my own projects in the future." (Arts Professional, December 2012)

Dan Thompson is an artist, writer and founder of the Empty Shops Network. An expert in the creative use of empty shops, Dan has pioneered the use of shops as community hubs and has written about the problems facing town centres for The Independent and The Guardian.

Your complete guide to planning, starting and running a successful pop up venture

Pop up shops are popping up all over. And everybody from big-name international brands to fledgling fashion designers, crafters and budding artists are jumping on the pop up bandwagon. That's because pop ups provide a great way to test out a new business idea, experiment with a new product, location or market, gain exposure and learn more about customers – all with minimal risk and financial outlay. Packed with case studies, tips and expert advice, this book is your total hands-on guide to all things pop up.

• Get the lay of the land – research your market and develop a business plan to make sure that your pop up idea is really viable
• Rally your troops – assemble a team that can help you bring your pop up dream to life
• Create a home for your business – find the perfect space, fit it out without spending too much and create an environment that's welcoming
• Pull in the punters – create a recognisable brand and market your pop up using a range of inexpensive tools, from neighbourhood meet-and-greets to social media
• Stay on-track – get a handle on the day-to-day running of your pop up

Open the book and find:

• Tips to find the perfect location and space for your venture
• Strategies for negotiating the best possible terms with a landlord
• How to fix up and fit out your space without breaking the bank
• Free and inexpensive advertising and marketing ideas
• A wealth of tips and hints from successful pop ups

Learn to:

• Plan and launch a successful pop up business
• Find the perfect space – and landlord!
• Promote your pop up
• Manage day-to-day business tasks with ease