Your Pop-Up Cheat Sheet!

By Thomas M.C. / 5min reading / Retailers

Planning your first pop-up can be overwhelming, but we're here to help you cover all the bases! Here’s a comprehensive guide to ensure you’re fully prepared for a successful pop-up experience.

Product

Create a Product

• What are you going to sell? Define your product clearly.
• Unique Selling Proposition (USP): What makes your product better or different from others? Highlight its unique features and benefits.

People

Understanding Your Customer

• Ideal Customer: Define who will buy your product.
• Customer Locations: Identify where your ideal customers can be found.

Pricing

Setting the Right Price

• Customer Willingness: Ensure customers will pay the price you need to make your business viable.
• Startup Costs: Include all initial expenses like business name registration, insurance, website domain, online platform fees, and credit card fees.

Place

Choosing the Right Location

• Ideal Audience: Identify your target audience and the places they frequent.
• Place Alignment: Match your product with the right place — consider whether it's a high-end or budget shopping area.
• Cost Analysis: Calculate all potential expenses including rental fees, display equipment, insurance, signage, and packaging.
• Break-Even Analysis: Determine the number of products you need to sell to cover your costs.
• Sales Channels: Decide if you intend on applying for pop-ups, markets or short-term leases?

Space

Optimising Your Pop-Up Space

• Space Fit: Visit potential locations to ensure they suit your brand and product.
• Layout Planning: Design a layout for your pop-up shop that maximises customer engagement — refer to:
• Crafting the Perfect Pop-Up Store Layout: Design Tips for Success
• Stock Requirements: Calculate the amount of stock needed to meet your sales targets.
• Customer Reach: Plan strategies to extend your customer reach during and after the pop-up event.

Branding

Building Your Brand

• Business Name: Choose a name that reflects your brand and check for its availability. Register the name and secure the website domain and social media handles.
• Visual Identity: Design a logo and choose brand colours. Ensure consistent use of your branding across all platforms and materials.

Promotion

Marketing Your Pop-Up

• Online Presence: Be active across multiple social media platforms.
• Promotional Materials: Create business/promo cards to distribute to potential customers.

Business Essentials

Getting the Fundamentals Right

• Business Registration: Register your business name.
• Insurance: Obtain a PLI from providers like My Market Insurance or Aami.
• Record Keeping: Maintain records of expenses and sales for tax purposes. Consult with an accountant for tax-related guidance.
• Permits and Compliance: Check for any special permits required, such as food permits, and ensure your product complies with safety laws.

By considering these essential elements, you can set the stage for a successful and memorable pop-up experience. Happy selling!