09/99

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    THE ANTIQUES SOS
    e-JOURNAL

September 1999 Vol 1 Issue #7

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This publication is intended to provide you, the owner or
manager of an antique mall, craft mall or design center
with timely, usable information. We sincerely hope that it
serves this purpose well. Please let us know what articles or
columns would be of interest to you. We welcome qualified
subscribers and will be pleased to provide The Antiques SOS
(tm) e-Journal to them at no charge. Because the cost of
printing and mailing a publication are so great, regular delivery
of the Antiques SOS(tm) e-Journal will be by email only.

(C) Software Gallery, LLC    September 30, 1999

David P. Cunningham, Editor
email: editor@antiques-sos.com
http://www.antiques-sos.com
subscribe by sending an email to:
subscribe_ASOS@antiques-sos.com

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We value every subscriber and respect your privacy. If you
received this publication in error or wish to receive no further
issues, email remove_ASOS@antiques-sos.com. You will be
promptly removed from the list.    NOTE: Our subscriber list is
strictly private and is not made available to others for any reason.

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IN THIS ISSUE.....

1. Is Being Swamped by the Internet Inevitable?- Part I
2. Marketing Tip -- Marketing to Your Best Customers-Part I
3. Sales Tip -- Selling to Your Best Customers
4. Mall Operations Tip -- Safety in Your Mall - Part I
5. Dave's Soapbox -- Time is Money -- Or is it ??
6. Internet Neighborhood
7. Nerd's Corner -- A Virus Update
8. A Little Light on Windows -- Some Basic Cautions

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TOPIC OF THE MONTH

Is Being Swamped by the Internet Inevitable ? - Part I

by
David P. Cunningham, P.E.
Copyright 1999

Is Being Swamped by the Internet Inevitable ??

In a Word -- NO !!

We have been told ad nauseum that the internet is a great and
wonderful place sell virtually anything for any price. We've also
been breathlessly told that the internet is the California Gold
Rush of the 1990's; that vast fortunes are being made and that
we are being left behind if we don't participate.

So, are vast fortunes being made ? Sure, but just as during the
California Gold Rush, most of the money is being made by
those who supply the tools, software, services and supporting
infrastructure which comprises the internet. These relate to the
clothing, tents, tools and equipment supplied to the 49ers of the
California Gold Rush.

With the notable exception of Amazon.com there are very few
internet companies making any money. We told that this is their
"business model" and that their intent is, with their huge market
capitalizations, to be the first and biggest to market. Revenues
and profits will follow -- so we are told. I don't know about you,
but I do know this. If I don't generate revenue through what I
do and sell, then within a short time I won't have a business.
Perhaps you'll forgive me for being a bit skeptical of this form
of "new math". But, thank you, I'll take a business, especially
when its a small business, with a demonstrated revenue stream
any time.

Please don't misunderstand me. I'm neither a Luddite nor an
internet disbeliever. I do, in fact, think that the internet and
ecommerce and their associated technologies offer
unprecedented opportunity for long term business development.
It is simply that there are long established laws of business and
marketing which have to be observed. The internet and
ecommerce offer virtually unlimited opportunity for the growth
and development of spectacularly successful business.

But these businesses must be based upon sound principles.
Skillful application of long held business principals, dedication,
skill and most of all commitment will be required to achieve success.

Two notable examples of this are Amazon.com and Garden.com.
Each has a comprehensive, well considered business plan which
is based upon sound business principles. Most especially, neither
is a quicksand based get rich quick scheme. I believe that both
have the potential to make significant money even if they are not
currently doing so. If someone promises you wealth without the
attendant work run, don't walk, the other way. The internet is
rife with sucker schemes and fraud. If it is too good to be true,
then beware.

You can remold and develop your "bricks and mortar" antique
or craft mall business to meet the competition of the internet.
And, you can win. As a fixed base "bricks and mortar" business
you have some really significant advantages -- if you exploit
them. Can you stick your head in the sand and hope that the
changes you see about you will simply blow away ? There is
no way that is that going to happen. First, the changes in the
marketplace are not only not going to go away; they are going
to accelerate. Second, if you stick your head in the sand
something else happens. Yes, your butt sticks up in the air and
someone will not hesitate to kick it.

Part II of this article continues in the next issue

Copyright Notice: Copyright 1999 David P. Cunningham, P.E.
This article is available upon request by from our web site
http://www.antiques-sos.com by downloading a copy. Or,
we'll email a copy to you upon request.

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MARKETING TIP
(A brief tip for marketing your mall)

Marketing to Your Best Customers

So, you're saying, "What does that somewhat cryptic title
mean ? More especially, what does it mean to me and my
antique center" ? What it ultimately means is more sales for
greater dollars to repeat "best" customers. And, it means
attracting new customers who have the potential to become one
of your "best" customers. Most especially, it means working
with customers one at a time, focusing upon their perceived
needs, wants and individual concerns.

Its an old saw that 80% of your business comes from 20% of
your customers. In the antiques center business, the ratio is
likely to be quite different from business to business. None the
less, the concept is valid. Most of your business comes from
repeat "best" customers. Long term, the value of these
customers to you and your dealers is exceptional.

Your repeat "best" customers need to have:
* an interest in what you are selling
* sufficient knowledge to make a decision to buy
* the financial resources to purchase what you are offering
* been well treated and satisfied with past purchases
* trust in your business

So, how do you appropriately establish these criteria ?

First, use that customer list and database we keep talking about.
It's the foundation of all that you do. You have one, of course.
And it is based upon quantities of information which you have
captured and to which you have organized access. Some of
that information consists of a customer purchase history which
you have included in your database. You've also included
information about your customer's collecting interests and
passions. How does your customer earn his or her living and
what do you know about their financial capabilities ? You
really don't want to invade their privacy, of course. But over
time, as you get to know them better, the chances are you will
learn this information, either directly or indirectly. How likely
are they to spring for that spectacular Tiffany lamp ? Do they
know someone who will ?

Second, we ask them to provide us with a detailed "wants" list
so we not only know what they have purchased in the past but
also what they want to purchase in the future.

Third, we ask them for permission to keep them informed
about what we are finding and what is coming into your antique
center. People of this caliber usually have an email address and
will give it to you if you have an adequate privacy policy.

Most especially, "best" repeat customers and those who have
the potential to become "best" repeat customers require special
treatment and skilled development. Each customer is an
individual and must be treated as such. Each sale is conditional,
that is, it is conditional upon the customer being satisfied with
your product and your service. Once established, you are in
control of your customer's relationship with your antique center.
They are your customer. Your dealers need not and should not
be involved in the transaction in any way. Ignore this point at
your very great risk.

Many transactions can and should take place outside of the
main space of your bricks and mortar establishment. If the
merchandise is sufficiently valuable it should be taken to the
customer, if all possible, once interest has been established. If
it is not possible to take the merchandise to the customer, either
extensive photographic documentation should be provided or
arrangements made for a private viewing or examination.

Part II of this article continues in the next issue

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SALES TIP
(A brief tip on selling more to customers --local
and remote and increasing revenue)

"80/20" -- Selling to Your Best Customers

As stated in the previous article, its an old saw that 80% of your
sales are to 20% of your customers. Perhaps your specific
ratio is different. The point, however, remains the same.

A relatively small percentage of your customers account for a
relatively large percentage of your sales. The cost of customer
acquisition is high and increasing. The amount of time and
effort required to establish and nurture a profitable relationship
with a premium customer is considerable. Given the
extraordinary lifetime value of a premium customer to you, it
only makes sense to cultivate them.

Take some of that advertising budget and add to it. Use the
resulting dollars to fund premium customer development and
retention. It will pay very significant dividends. Because each
situation is different, how you use these funds is up to you.
However, here are some brief suggestions.

Create "memberships" of varying grades in a mall buyer's
club with privileges assigned to each grade. Offer "points"
for purchases, which are good for moving up to higher grade
levels. Issue membership cards with the buyer's name and
membership number to facilitate assigning "points" and making
checkout faster and easier.

Offer special access to sales, seminars and to preopening coffee
and doughnuts. Send your premium customers, preferably via
email, notice of the arrival in your mall of things on their wants
list. Offer preferred motel discounts in conjunction with local
motels and bed and breakfast establishments. Offer preferred
meal discounts in conjunction with local restaurants.

And, where available locally, offer discount coupon books
which are often printed and sold as fund raisers. Provide
discounted show or event tickets. Often these perks can be
provided at little or no cost by trading advertising space in
your mall newsletter.

Regularly keep in contact through your mall newsletter. Your
mall newsletter is a very valuable tool for serving all of your
customers. Valuable information related to specific areas of
collecting, local or regional events and news of interest to your
customers can be included. And news and information specific
to your mall as well as local and specialized advertising can also
be included.

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MALL OPERATIONS TIP - Part I
(A brief tip about improving antique
mall operations)

Mall safety

One of the often neglected but extremely important aspects of
antique center operation is safety. Seemingly boring and
apparently inconsequential, the issue of safety can have
significant ramifications with respect to the physical and
financial well being of customers, dealers and management alike.
Aside from the unpleasantness associated with personal injury
or death and/or damage or destruction of property, there is the
ever present threat of litigation, criminal prosecution or
regulatory citation. Additionally, being safe is simply the right
thing to do.

It is far cheaper financially and much less stressful to take care
of safety issues before something happens than to attempt to
recover from an incident or disaster. The phases of dealing with
safety issues are assessment, recognition, mitigation plan
development, actual mitigation, and follow-up.

What are the Hazards ?

Antique centers or malls are unique in their exposure to safety
issues. Buildings housing antique malls are frequently old and
were built prior to the enactment of building codes. Dealers
bring a virtually limitless variety of "old stuff" into antique malls,
some of which can present unusual, unrecognized hazards to all
involved. Virtually all of the materials or products which
present such hazards were manufactured at a time when labeling
was nonexistent and there were no controls upon what could be
distributed in commerce. Some, but by no means all, of the
hazards which can be encountered are presented. Many are
capable of causing serious injury or death.

The complexity of your safety project has its roots in the
specific details of the nature of the operation, size, age and
dealer make up your mall. You should first explain to your
dealers what you are going to do and why. Enlist their
cooperation and give them an opportunity to assist you.
Develop and provide a safety/hazards recognition check off
sheet and tell your dealers what to look for. Coincident with
the dealers reviewing the safety status of their own selling
spaces, you and your management team should review the
safety/hazards status of the spaces for which you are solely
responsible.

After giving your dealers a reasonable time to respond to your
request for their cooperation, you and your management team,
should address your dealers' remaining problems with them.

IMPORTANT NOTE:
Should you or your dealers discover any materials known to be
immediately and highly dangerous, DO NOT attempt to deal
with them yourself or allow a dealer to attempt to deal with
them !! Such situations require an extraordinarily high level of
training, skill, experience and equipment. They MUST be dealt
with by proper civilian and/or military authorities. Hazards
such as military ordinance, i.e. unexpended munitions such as
mortar rounds, grenades, gas canisters and similar materials can
readily be found in antique malls and fall into this category.

Examples of other objects or materials which fall into this
category include picric acid and gun cotton. Picric acid is
frequently found in very pretty blue glass jars with ornate labels.
These jars are leftovers from early chemistry laboratories. The
picric acid they contain is notorious unstable, can explode with
great violence and with deadly results simply as a result of being
bumped or disturbed. Call your local police department, sheriff
or fire department for assistance. above all DO NOT try to do
it yourself.

Hazards such as ordinary chemicals, insecticides, fungicides,
biohazards, and highly combustible materials such as solvents
and old movie film (which can spontaneously combust) should
be dealt with promptly but should not be considered an
emergency. Any material which is regulated by national, state
or local statute MUST be handled and disposed of in accordance
with appropriate regulations. Call your local Fire Marshall or
Solid Waste Agency for assistance.

Part II of this article continues in the next issue

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DAVE'S SOAPBOX
by David P. Cunningham

Time is money ?

One of the great enduring, obnoxious myths of the late 20th
century is that "Time is Money". There is simply no comparison
between time and money. Time is constrained absolutely --
everyone; rich, poor, politician, honest worker -- have the same
amount of time in a given hour or day. Time does not expand;
it does not compress and it cannot be stored for later recall and
use.

Time is an extraordinarily valuable commodity which you
cannot buy but which can be very effectively wasted. I cannot
purchase your allotted time nor you mine. Money, in its
various forms, is expandable -- you can acquire more if you
need to, either by earning it or by creating a fraudulent entity
called government and taking that which others have earned.
Some people have more than others, some have less -- and that
can change very abruptly.

Therefore, time is not, and never can or will be, money.
Anyone who tries to tell so is a deceitful liar. Granted, there are
ways to use time more effectively so that you can earn more
money. Technological tools such as cellular phones, email,
computers, fax machines, etc provide the means to use time
more wisely. Beware however of the tools you use. They do
not always lead to enlightenment but rather to enslavement.
Electronic devices which process information at the speed of
light and help us make instantaneous decisions can lead to a
lifestyle in which the truly important things are minimized and
the trivial maximized.

Speed, with attendant accuracy, is essential in all customer
contact opportunities. This applies to customer service, product
information delivery, product delivery, contact with inbound
callers and telephone manners. Rest assured, to win you must
compete in the coliseum of time. Waste a customer's time and
you most assuredly will lose the customer. Fritter away your
time and you will be consumed by the lions of change.

However, technology without humanity is a deadly trap. The
intelligent use of time is essential and its management can
produce excellent results for you. Not only do you need to be
aware of how your time is used but you must also be aware of
how your actions affect the use of other's time. More and
more, time plays an ever increasing role in and is greatly
treasured in our lives.

Time is an extremely precious commodity which can be
leveraged to produce happiness, enjoyment, and, yes, wealth.
Although it can very difficult to do, allotting time to recreation
and enjoying your family produces some of the best results
from its use.

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THE STUFF THAT PAYS THE RENT

Antiques SOS (tm), Antiques SOS Lite (tm) and Antiques SOS
Basic (tm) are Software Galley, LLC software products which
serve the Antique Mall trade. Our products are installed in 220
antique malls in 37 states and Canada. Antiques SOS (tm) was
first installed in 1987 and Antiques SOS Lite (tm) was introduced
in 1998 to satisfy a need for computer software for smaller malls.
Antiques SOS Basic (tm) was introduced in 1999 and has been
very well received. All products are fully Year 2000/Y2K
compliant. Please refer to complete information which has been
posted on our Antiques SOS (tm) web site
-- http://www.antiques-sos.com

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INTERNET NEIGHBORHOOD

Cool web sites

http://www.amazon.com

Is the web site of Amazon.com. What Jeff Bezos has
accomplished in a few short years is nothing short of a coup in
on line retailing. Books (the original product), toys and
electronics are sold on the site plus it offers a growing auction
service and web shops. Amazon.com offers unmatched
rigorous attention to customer service as well as quality
products and services.

http://www.wunderground.com

Is the web site of the Weather Underground. Developed as a
service of the University of Michigan, Weather Underground
is an easy to use, complete, national and international weather
prediction service. You can get your local forecast or one for
any city of reasonable size in the USA, track storms including
hurricanes and view world wide satellite images. We use the
site regularly to plan trips and to allow time for preparing for
foul weather. We highly recommend this site for its timeliness
and accuracy and being fun too.

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NERD'S CORNER
(A light approach for non-techies
concerning need to know issues)

A Virus Update

If you don't read anything else, read this !

Why practice safe computing ?

Practicing safe computing and equipping your computer with
up to date antivirus software has never been more important !
We've presented two other articles on the subject of viruses.
Those articles were published in the Antiques SOS e-Journal
issues of June 1999 and July-August 1999. They continue
to be accurate and provide excellent background for what I am
about to say.

Reputable authorities have predicted that swarms of new viruses
will be released to coincide with the Holiday season and the
arrival of the Year 2000. This prediction is starting to come
true. We have seen press reports of two new and insidious
viruses in recent weeks. These are the so called "Christmas"
virus and the "Bubbleboy" virus.

The "Christmas" virus

The "Christmas" virus, also known as the Prilissa virus, is
"in the wild" -- a term which means it is circulating through the
internet and infecting computers. Within two days of its
discovery, the Prilissa virus was detected by 10 Fortune 500
companies on three continents. Prilissa is a derivative of the
infamous Melissa virus which recently proved so disruptive to
email systems everywhere.

Transmitted as an email attachment, Prilissa, designed with
malevolent intent, is very destructive. If it manages to evade
your attention and that of your antivirus software, it will
activate on Christmas day. It will send copies of itself to the
first 50 addresses on your email list and REFORMAT YOUR
HARD DRIVE.

As with many similar viruses, Prilissa is designed to take
advantage of the security holes in Microsoft Outlook and
Outlook Express. Other email programs such as Eudora can
be infected and deliver the damaging payload to a users
computer which employs Windows 95 or 98 but will not pass
the infection along to others.

The Prilissa virus displays the following message in the
incoming infected email: "This message is very important and
you've got to read this" To deliver its damaging content, the
virus must be activated by clicking on the infected attachment.

"Bubbleboy" virus

"Bubbleboy" is a virus which is also delivered by email. This
virus has not yet been detected "in the wild". However, the
code for it has been posted on several internet sites so variants
and derivative viruses can be expected to appear. The code
was also mailed to virus researchers who have determined that
"Bubbleboy" is a unique new virus with the potential to be
developed into a really nasty and difficult to eradicate series of
new viruses. "Bubbleboy" is activated when the email to which
it is attached is opened. It is not necessary to activate the
attachment to activate the virus.

Again, "Bubbleboy" is transmitted and will replicate itself via
Microsoft Outlook and Outlook Express. It uses security holes
in MS Outlook and Outlook Express, in conjunction with MS
Windows 95, 98 and 2000 and MS IE 5.0 to run.

Please understand that the two viruses we have described are
only two examples of what is happening. Intense vigilance
on your part, your practice of safe computing and the
installation and constant maintenance of high quality antivirus
software is essential.

How we keep informed.

We actively monitor a highly respected site for virus
professionals to review their cumulative list of viruses which
have been confirmed to be "in the wild" and are circulating on
the internet. It is a long and growing list. We also actively
monitor Symantec's AntiVirus Research site for new viruses
and virus hoaxes. The number of new viruses discovered and
reported since September 1, 1999 is quite large, as is the
number of virus hoaxes

So what do we do about the apparent onslaught of new
viruses ? Do not overly concern yourself with the press
releases and furor concerning viruses. Neither you nor I are
likely to have the education or the resources to combat them
directly. Be aware of their existence and their characteristics.
Use absolutely the best and most up to date antivirus software
you can get and keep it updated. Fortunately, up to the
minute virus protection software is effective against virtually
all viruses, especially when the software is routinely updated.
Download the manufacturers updates on no less than a
weekly basis and install them immediately.

Reread our previous articles. Practice safe computing.
Never use the computer which houses Antiques SOS for web
surfing or receiving email because such practices are very very
risky. Never allow the use of disks, which have not been
scanned for viruses, or which come from unknown sources,
to be used in your computers. And, as we've said so many
times before, backup, backup and backup !

We have had the unwelcome thrill of intercepting and
destroying viruses passed along to us, both in email and on
floppy disks. Don't let one get through to your computer !

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A LITTLE LIGHT ON WINDOWS

Some basic cautions

Microsoft Windows can sometimes be unstable. Windows 98
is apparently more stable than Windows 95 but can still
occasionally generate problems for the unsuspecting user. Here
are some suggestions for reducing the number and severity of
the Windows crashes you encounter.

*Windows likes to have programs, and Windows itself, shut
down gracefully, in a specific way and in a specific sequence.
Shut down your computer software and system properly.
Never simply turn off the power. "Ugly" shutdowns can create
really nasty problems which may be difficult to solve.
Especially note that the foundation software (Fox Pro) for
Antiques SOS(tm) can be very cranky about "ugly" shutdowns
and files can be severely damaged.

* If your computer tells you that scandisk needs to be run
during boot-up, then let Scandisk run to completion. Do not
interrupt the operation of Scandisk.

* If you are working with the internet never run your Antiques
SOS(tm) mall software on the same computer. The internet
and email are prime sources of viruses and destructive worms
which can destroy your programs, data and hard drive.

* Avoid repeatedly installing and removing other software on
the computer(s) which house your Antiques SOS(tm) mall
software. This contributes to instability in the Windows
operating system and can lead to unexplained crashes (This
phenomenon has nothing specific to do with Antiques SOS(tm)
but is a valid general rule). Windows, when programs are
installed, scatters pieces of the program all over your hard drive.
Unless you use a top quality program removal program (yes, its
crazy isn't it?) you simply cannot find all of the pieces to
remove them. If you remove programs by simply "erasing"
them you will leave substantial portions of the program behind.
Not only do these program portions take up hard drive space
but they also contribute to Window's instability. We use and
highly recommend Symantec's Clean Sweep for this purpose.

While on the subject we highly recommend purchasing a top
drawer set of computer system utilities to protect your computer
from the maladies which can beset it. Our recommendation is
Symantec's Norton System Works 2000. We use the major
portions of this product in our own operations and find them to
easy to use and highly effective. Clean Sweep, as
recommended above, is included in this package.

Although there is a longer list of Windows "tweaks and hacks"
(geek talk for unofficial improvements) they are better left to
professionals and those who know what they are doing. Part
of an individual's required skill set when dealing with Windows
is knowing how to recover from the inevitable screw ups which
will occur. Knowing the secret mumblings and incantations
helps, along with having a great Windows library.

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Dave Cunningham is one of the principals of Software Gallery,
LLC the developer and owner of Antiques SOS (tm) and
Antiques SOS Lite (tm). He specializes in technical issues
which affect the Software Gallery client base. Dave's special
interests are privacy issues; e-commerce and its appropriate
use; and time saving aspects of technology.
He has accumulated an assortment of wallpaper from a number
of fine institutions of higher learning as well as The University
of Life. The foregoing qualifies him to issue profound
mutterings, occasionally stumble into solutions to user problems
and, when necessary, cook dinner.

Sue Cunningham is also one of the principals of Software
Gallery, LLC. She's been writing computer software
professionally since 1964 and has been an antiques dealer since
1967. She's a self proclaimed "nerd" who even had "FOX PRO"
on her Pennsylvania license plate.

Software Gallery, LLC is the latest business venture of The
Cunninghams. Long active in the antiques world as dealers and
in software development, Sue and Dave Cunningham live and
work in Laramie, Wyoming after having been located in
Denver, Pennsylvania for many years.

The Antiques SOS (tm) product line has its own web site at
http://www.antiques-sos.com. More information about
Software Gallery, LLC and its products can be found at
http://www.softwaregallery.com.

To subscribe to The Antiques SOS eJournal email to:
subscribe_ASOS@antiques-sos.com

To unsubscribe email to: remove_ASOS@antiques-sos.com

_________________________________________

(C) 1999 Software Gallery, LLC

We encourage you to forward a copy of this issue (w/ all
copyright notices intact) to as many antique, craft or design
mall owners or managers as you wish. This information may
not be altered, transmitted or transferred; electronically or
otherwise for any other purpose without written permission
from Software Gallery, LLC. All rights reserved.

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