Theodore 1922

I (accidentally) became a retailer selling fancy men's clothing for 13 years. I had an old timey tailor shop selling bespoke suits and shirts and providing old world service. I closed my shop 6 months before the pandemic started (phew!).
I never wanted to own a mens clothing store but it taught me what it takes to be a retailer and how fragile local stores really are. I am fascinated by people who actually WANT to open stores during these insanely tough times. I document their stories.

I got the idea after I closed but before the pandemic in that golden time (that I didnt know was so golden!). Retail is a ball and chain situation...you dont get out as much as you'd like. I was walking around the city for the first time in years and I kept saying to myself "What's This Place?!"
I realized I had heard that uttered many times before outside my own store as people walked by...What's This Place?
I wanted to give retailers a way for the public to get to know them...stories are a great way to connect and connection leads to more sales.
I also want to eff up Amazon in any and all ways I know how.
I had ZERO tech skills...everything you hear and see is all me and I am super proud of that.
I started recording stores last year around this time (Feb 2021) and it took me many months to figure out intro music, editing etc. I released my first episode September 28th. A bit of a long trajectory but like I said, I knew NOTHING!

The first season (Sept 28-Dec 15th) I released every 2 weeks. I do not have a time line on how long it takes me to produce each episode...9 episodes were done over many months.
My goal in Season 2 is to track those kind of measurements and see where I can improve.
Right now, I don't have another business...retail is rather dead right now. I also have a young child and a partner who works crazy hours. So I have sacrificed my business goals to keep our family chugging along. I live in Ontario, Canada and we have had some of the most restrictive lockdowns in the world (not complaining, it was for the greater good). But my ME time has been compromised. I find the time to work on it in the evenings and weekends and days when the house is not nut bar.
Everything is funded by me (my clothing company).

Sponsorship: I have been approached by 3 small businesses to advertise on my podcast but I do not know how to do that yet. It is on my list!!
They contacted me cuz I put ads in my first 3 episodes and they just got in touch.
Podcasting is challenging...not as challenging as retail tho!!!
The tech is always moving me forward, making me learn new things. I joined a community of podcasters on Twitter and Insta (it's how I found you!!) and I can ask all my dumb questions. At first I found it lonely but now I have a community it feels much less lonely.
TBH I have no idea where this is leading...I frequently dont know what I am doing...but for some reason it feels right.

I use Descript for editing and it has saved me THOUSANDS OF HOURS!! I sometimes use Audacity to fix audio issues and then upload into Descript and edit from there. They send out emails with tips and that has upped my game.
I use Buzzsprout which I also love...they have a bit of a community aspect and they respond immediately to any emails I send. That is gold, Jerry. Gold.
I find guests by asking retailers if they want to come on the show! I prefer stores that have unusual retail dynamics (like Zero Waste or multiple income streams or a fascinating origin story). I'm not interested in stores that just sell stuff on a rack...that's not interesting. I need a juicy story behind the bricks and mortar.
I do Zoom as well as in person and edit the 2 together....I may stop doing that cuz it takes HOURS.
I would like to interview interesting stores from all over the world, not just toronto. Who says we can't window shop from our homes just as people scroll Amazon or Wayfair from their homes?!

I do a lot of marketing on Insta (not paid, my own). I also have a good email list from my old store and that group of people seem to be invested in my story so thats a bonus (and a relief!). I do get analytics from Buzzsprout and I use that to see where people drop off in an episode etc. Mostly it gives me the confidence to keep going cuz I have great analytics...ie: they stick around to listen to the whole thing, they download the next EP as soon as it comes out, that kind of thing.

Release your episodes. That's it. There are so many aspiring podcasters (myself 2020 self included) who sit on their work and are maybe waiting to be "better". The only way to get better is RELEASE RELEASE RELEASE. That is how you learn and grow.
I read a ton and listen to podcasts on podcasting.
I google problems.
I talk to friends when I feel discouraged.
I go for walks.
I snuggle with my family.

www.whatsthisplacepodcast.com
@whatsthisplacepodcast (insta)