• Is the location near a bus? Ace Stationery should consider whether customers using public transport can reach the shop easily.
• Is the location close to the road? The shop should be easy to reach from a road so customers can access it conveniently.
• Will an advertising board be visible from the road? The Ace Stationery advertising board should be clearly visible to passing customers.
• Where is the competition? Ace Stationery should investigate competing stationery businesses and consider how their locations affect its competitive position.
• Are there other businesses that draw similar customers? Being near schools, offices or other businesses that attract stationery buyers can increase potential customer traffic.
• Can customers do something while they are waiting? If customers wait for printing, copying or another service, Ace Stationery should provide a practical and comfortable waiting environment.
• Is there enough parking? Adequate parking makes it easier for customers to visit, especially when collecting larger stationery orders.
• Is it close to the target market? Ace Stationery should be close to learners, students, office workers and other customers who need stationery.
• Are the buildings in good repair? The premises should be safe, suitable and well maintained so that Ace Stationery presents a professional environment.

The trademark uses the initials AS together with the name ACE STATIONERY.

• Relevant to the product: The name identifies the business as a stationery business.
• Easy to remember: The short “AS” mark is simple and recognisable.
• Image or exclusivity: The distinctive mark gives Ace Stationery its own business identity.
• Initial in the name: “AS” comes from “Ace Stationery”, linking the trademark directly to the business name.

The letter uses AIDA naturally: the headline and special offer attract attention; the product range creates interest; the affordable products and helpful service create desire; and the invitation to visit or contact Ace Stationery provides the action.

• Coupons: Ace Stationery could give customers a coupon such as “R20 off when you spend R150 or more”. This gives customers an immediate reason to buy.
• Competition: Ace Stationery could run a competition where customers who spend a certain amount are entered into a draw to win a stationery hamper.
• Free samples: Ace Stationery could give customers samples of products such as pens, highlighters or notebooks so they can try them before buying.
• Consumer bargains: Ace Stationery could offer a bargain such as “Buy 2 notebooks and get the third one at half price”, giving customers a reason to buy immediately.
• Demonstrations and sampling: Ace Stationery could demonstrate products such as planners, calculators or filing products and allow customers to test them.
• Promotional gifts: Ace Stationery could give customers a branded pen, pencil or ruler when they spend above a certain amount, making the purchase more attractive.

• Knowledge: Knowledge of stationery products; knowledge of the stationery market and customer needs.
• Skill: Sales and customer-service skills; stock-management or business-management skills.
• Contact: Relationships with stationery suppliers; contacts with customers, schools or other organisations that buy stationery.
• Funds: Owner's available capital; borrowed finance or other funds available for expansion.

• New product in the market: Customers may become satisfied with new products and start buying them instead of existing products.
• Lower price offered by competitors: Customers may shift to competitors if similar products are available at a lower price.
• Cost price of the product or service: A higher cost price may make it difficult to compete while still making a profit.
• Supplier: Using a different supplier from a competitor can affect customer demand through differences in availability, quality or price.
• Selling price: The price should be high enough to make a profit but low enough to attract customers and generate sufficient sales.

• Approach: Develop a friendly relationship with customers so they feel comfortable discussing their needs.
• Interview: Let customers talk more so that their needs can be understood before recommending a product.
• Demonstration: Show the features and benefits of the product where this will help the customer make a decision.
• Validate: Give references or supporting information that can give customers confidence in the product.
• Negotiate: Listen to customers' objections and respond to their concerns.
• Close: Ask customers to make a decision once they have enough information.

• Middle-of-the-aisle display stands: Place the slow-moving books on prominent display stands that attract customers.
• One-day-only sales: Run a one-day sale to create urgency and encourage customers to buy the slow-moving stock.
• Quantity discounts for volumes purchased: Offer discounts when customers purchase larger quantities, helping move more stock at once.
• Bargain tables packed full of merchandise: Place the slow-moving products on a bargain table so customers immediately recognise them as special-value purchases.
• Lights focusing on specific merchandise: Use lighting to draw attention to selected slow-moving products.
• Tickets marking products on sale: Mark the products clearly as being on sale so customers can immediately identify the special offer.

• Customise or adjust the product: Adapt the product so that it better meets the needs of the existing market.
• Appeal to a specific target market: Adapt the product or its presentation to appeal to a clearly identified group of customers.
• Change the attitude of customers: Use communication and promotion to show customers the usefulness of the new product.
• Price the new product differently: Set a suitable price that encourages existing customers to try the new product.
• Package it in a way that is more appealing: Use attractive packaging to make the product stand out and encourage customers to consider it.

• Be friendly and helpful: Treat customers politely and assist them with their needs.
• Give personal service and listen to the needs of customers: Pay attention to what customers want and provide assistance that matches their needs.
• Remember customer names: Remembering regular customers' names can help build personal relationships.
• Make sure that the area where customers move around is clean and neat: Keep the customer area clean, orderly and pleasant.
• Do something extra: Provide an additional helpful service or gesture that gives customers a reason to appreciate and return to the business.

• Reaching her full potential.
• Reaping profits.
• Contributing to society.
• Gaining control over her own destiny.

• Acquiring funds: Ace Stationery needs enough finance to operate or expand the business.
• Determining the amount of funds needed and the ratio between own funds and borrowed funds: The owner must determine how much finance is required and how much should come from personal funds and borrowing.
• Determining the way in which funds will be used: Ace Stationery must plan how available money will be allocated to stock, equipment, operating expenses and other business needs.
• Determining the number of fixed and current assets needed: The owner must identify the equipment, stock and other assets required for the business to operate.
• Creating the current policy of the business: The business needs appropriate policies for managing its current financial position.
• Maintaining a record-keeping system: Ace Stationery should maintain accurate records of sales, purchases, expenses and other financial transactions.
• Managing cashflow: The owner must monitor money coming into and leaving the business so that financial obligations can be met.
• Compiling financial statements: Financial statements provide information about the financial performance and position of the business.
• Analysing and interpreting financial statements: The owner can use financial information to evaluate performance and make business decisions.
• Exercising security control over cash received: Cash received must be protected, controlled and properly recorded.