NFIB Member Profile: Alzada Knickerbocker of The Avid Reader

Date: May 20, 2015

What do you contribute your business’ longevity to?

I’ve gone through some pretty rocky times. The most difficult was when Borders came to town and opened their doors two blocks away from my store. That happened all over the country and many independents went out of business as a result. Now, they are gone and many small towns that once had bookstores now have nothing. There were several independents in town when they came – another general store similar to mine. They moved to another community nearby. And probably had they stayed, we both would have gone out of business.

My business was cut in half when Borders came in during the time that they were here, which was about 13 years. It was very difficult, being a business half the size. It required a lot of tenacity and decision-making that allowed me to continue. Also, I’m in sync with the college town as far as what they’re interested in and agree with that. So, happily I’m able to structure my store to accommodate the people here.

What advice would you give other small business owner?

If there are competitors in the same area, you either have to find a niche, or you have to be better. That’s always been a goal whether I had competitors or not, which now I am essentially the only general independent store in town since Borders left. That hasn’t changed my mind at all. My goal no matter what is to be the best, have the best service and have the products that people are looking for.

What makes California a good place for your business?

I’m not sure it is a good place. Regulations are certainly onerous. And there’s the proposal for minimum wage to go to $13. It’s pretty destructive. If you project out what that will do to my business – I have 6 full-time equivalent employees in the store, and it’s been projected that raising the minimum wage to $13 would come out to $7,500 for each employee. If you add that up to the number of employees I have right now, that’s essentially my profit for the year. What I normally do with that is increase inventory, hire more people as well as plan for my own retirement. It’s essentially been taking away my own welfare, but also what I can do for the store and the community. I think California is good in the sense that it’s the community that I’m in and it’s very educated. It’s receptive to a good bookstore.

Why did you join NFIB?

I joined shortly after I opened in 1987. With the 20,000-plus membership in California and its national profile and number of members that it is the most powerful trade organization representing small business. I do think it makes an impact at both the national and local level of making legislators aware of the issues. And I appreciate the amicableness we have at the national level. I think it keeps us at a very high profile and is the strongest voice for small business. I understand the political realm of being a business person.

What do you read?

In the fiction field, I like thrillers. I like mysteries and in that arena I follow Sue Grafton and her alphabet mysteries. I’m also a huge fan of a local author we have, John Lescroart of international fame. He has his setting as San Francisco. He writes in the thriller realm. I like the genre, but I also like the characters there and you grow to become attached to those main characters. For non-fiction, I read pretty much conservative politics.


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