Network: Reader Responses

Reader-to-reader advice.

In February Robert Uss was looking for visual cues and other factors to consider when packaging his new product ("Designs on Design," [Article link]). Here's an exercise that will help anyone design a package that's sure to attract consumers:

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Look at your competition's packaging, and ask yourself how you can use packaging to differentiate your product from others. Is there a way to simplify that packaging? You should also think of your customers' needs and how they will use the product. Can you design your wrap so that it's more convenient for them? Extreme innovation in packaging can get good press, but it can also confuse your customers. Keep it simple.

Scott Hirsch

President

Pacific Digital Communication

San Francisco

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For the reader who wants to start a restaurant ("Thought for Food," February, [Article link]), here are a few last-minute ideas before you open the doors:

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Be sure to have at least three months of projected operating expenses in the bank, to cushion you when the novelty wears off your restaurant.

Strong internal controls are essential: Buy a computer-based ordering system if you can afford one. Balance the wait staff's checks against the register, and hire a trained spotter periodically to monitor bartenders.

Attract investors with creative approaches. One of our clients sold $4,000 in convertible notes in her restaurant and let investors deduct 50% of their meal costs as the return of the principal.

John D. Shulansky

President

Shulansky & Co.

West Hartford, Conn.