1.
Cape Cod Collectables
BU 473
Sarah Gray, Christine Petrone, & Katie Wilhelm

2.
Business Choice
Small business offers handmade
nautical gifts
• Located: Cape Cod, Massachusetts
Barnstable County
Town of Falmouth

3.
Demographics
Cape Cod
• Population215,888
92.7% Caucasian
52.4% Female
30.1% = 40-59 years of age
Median income = $60,317
United States of America Census Bureau. U.S. Department of Commerce. Barnstable County QuickFacts from the US Census Bureau. By U.S. Census Bureau.
N.p., 18 Sept. 2012. Web. 15

4.
Hoover's Inc. "Gift, Novelty & Souvenir Stores." 2012. Web. 27 November 2012. <http://subscriber.hoovers.com/H/industry360/overview.html?indu
Industry
Classified: Gift, Novelty, and Souvenir Industry
• 30,000 stores
Combined annual revenue- $17 billion
Small businesses’ competitive advantages
• Unique items
• Local artists work
• Handmade items
• Exceptional purchasing environment
Hoover's Inc. "Gift, Novelty & Souvenir Stores." 2012. Web. 27 November 2012.
<http://subscriber.hoovers.com/H/industry360/overview.html?industryId=1883>.
"Falmouth, Cape Cod" Falmouth Chamber of Commerce. Falmouth Chamber of Commerce. N.p., 2011. Web. 29 Nov. 2012.
<http://www.falmouthchamber.com/>.

5.
Research
Quantitative
Qualitative

6.
Quantitative Hypotheses
Hypothesis Statement
Main Hypothesis There is a demand for handmade nautical gifts on Cape Cod and a lack of
shops that sell these types of products. Therefore, a store like Cape Cod
Collectibles would be successful.
Sub Hypotheses Statement
Sub Hypothesis 1 The group of individuals believed to respond most positively to this survey
would be of the following demographics; females between the ages of 30
to 59, who are married and are employed or have a spouse who is
employed in some way. The expected education level of this demographic
would be some college education. The projected income of this group
would be between $69,001 and $99,000.
Sub Hypothesis 2 If technology is implemented it will have a positive effect on the business
and will increase the amount of sales.
Sub Hypothesis 3 By offering customized and handmade nautical items on Cape Cod
customers will respond positively.
Sub Hypothesis 4 Quality service greatly impacts customer satisfaction and therefore by
providing quality service customers will be loyal to our company.
Sub Hypothesis 5 Price positively influences the perception of quality by offering handmade
and customized items at a reasonable price, customers will be influenced
positively which will influence their willingness to buy.

7.
Qualitative Hypotheses
Hypothesis Statement
Main Hypothesis Cape Cod is an area of high tourism and seasonal businesses, by
considering other views of small business owners from a similar area or
from Cape Cod itself, conclusions will be drawn that better depict the
functionality of a small business.
Sub Hypothesis Statement
Sub Hypothesis 1 Small gift, novelty, and souvenir stores will be more likely to offer their
customers a smaller variety of products with more details than a wide
variety with several options.
Sub Hypothesis 2 Small gift, novelty, and souvenir stores will be more likely to internally
produce a marketing plan if one is produced at all, rather than to
contract it out to an outside source.
Sub Hypothesis 3 The most important part of customer satisfaction for any small business
is that the customer is always right.
Sub Hypothesis 4 The inventory ordering process for a small gift, novelty, and souvenir
store is on an as needed basis and is done by the owner of the store.
Sub Hypothesis 5 A small businesses four highest expenses are rent, payroll, utilities, and
inventory.
Sub Hypothesis 6 Small gift, novelty, and souvenir stores will be more likely to use a
manual accounting system to keep track of cash flow in and out of the
business.

8.
Quantitative Methodology
54 question sample survey
• Approved by IRB
• Survey software- surveygizmo
Facebook or E-mail
• Paper handouts
Known relationship or local businesses
• Criteria: visited, lived, or vacationed on Cape
Cod
Consent Implied
Input data into SPSS

9.
Qualitative Methodology
15 Individuals
• Approved by IRB
• Selected on criteria: owning a small
business, on Cape Cod, or in a tourist town
30-40 Minutes
 Commonalities
•  Codes
 Frequencies

10.
Quantitative

11.
Quantitative: Data Analysis
Constructs
• Price Point
• Product
• Demographics
• Marketing Strategies
• Customer Service

12.
Price Point
Willing to pay for items
• Feasible inventory and attract customers
• Develop price range
Crosstabs
• Household Income X
Likeliness to purchase nautical gifts
Likeliness to purchase handmade gifts over
factory made gifts

13.
Product
Potential Products
Crosstabs
• Gender
Willingness to purchase nautical items or gifts
Willingness to purchase handmade nautical gifts
Willingness to purchase handmade gifts over
factory gifts
Frequencies
• Gender with each specific item

14.
Demographics
 Insight about individuals
 Pie charts
 Crosstabs
• Willingness to purchase nautical gifts X with the
following:
Yearly household income
Education
Employment status
Marital status
Age

15.
Marketing Strategies
Marketing plan
Frequency
• Promotional offers
• Advertising methods
• Social media

16.
Customer Service
Superior customer service
• Quality of service
Frequency Tables
• Identify hours of operation
• Online purchasing
• Shipment of products

17.
Quantitative Results

18.
Discussion
Sub Hypotheses Disproved
• Technology
• Positive Response
• Customization
• Loyalty
• Perception of Quality

19.
Conclusion
Hypotheses – Disproved
One Correlation
Significance in data collected

20.
Future Research
Ranking Questions
• Misunderstanding
• Incorrect data – could not be used
Expand sample group

21.
Qualitative

22.
Qualitative:
Data Analysis & Discussion
Constructs
• Marketing Strategies
• Product Details
• Customer Service
• Business Experience

23.
Marketing Strategies
Develop marketing plan
• Internally
• Externally
Discussion
• 80% responded - internally

24.
Product Details
Nautical gift trends
• On the Rise
• Stagnant
• Declining
Wider variety vs. smaller variety
Inventory Management
• Internal vs. External
Inventory Order
• Routine vs. As needed basis

25.
Customer Service
Customer Service
• Customer satisfaction
Discussion
• 66% - customer is always right
• 34% - customer satisfaction

26.
Business Experience
Small business experience
Effects of tourism
Seasonality
Make a profit vs. break even
Markup
Advertising
Accounting system management
Four highest expenses
Unexpected challenges

27.
Future Research
Conduct further research
• Target Interviews
More specific questions

28.
Works Cited
 "Falmouth, Cape Cod" Falmouth Chamber of Commerce.Falmouth
Chamber of Commerce. N.p., 2011. Web. 29 Nov. 2012.
<http://www.falmouthchamber.com/>.
 Hoover's Inc. "Gift, Novelty & Souvenir Stores." 2012. Web. 27
November 2012.
<http://subscriber.hoovers.com/H/industry360/overview.html?industryI
d=1883>.
 United States of America Census Bureau. U.S. Department of
Commerce. Barnstable County QuickFacts from the US Census Bureau.
By U.S. Census Bureau. N.p., 18 Sept. 2012. Web. 15 Nov. 2012.
<http://quickfacts.census.gov/qfd/states/25/25001.html>.