Executive Summary
Shopify Masters episode in which host Benjamin Gottlieb talks with Caroline Weaver, founder of the Locavore Guide, an online resource, subscription and physical variety store that helps people find local shops and products in New York City. Caroline, who previously owned a stationery shop that she closed during the pandemic, says the brand is about shopping locally and in person and the reasons for it, and that many misconceptions exist in the small business space. She explains keeping the directory free without needing an email, charging for extras such as a shopping hotline and newsletter, and avoiding advertising because of her values. She says to ask friends and their friends for sourcing help, and that she focuses on the in-between shops that do one thing well quietly. Sponsor named: Shopify, which hosts the show. PARTIAL COVERAGE: this note draws on the opening, monetization, sourcing and shop-highlighting sections, and may miss parts of the roughly 31 minute video. Business details and opinions are Caroline's own and not independently checked. Nothing here is medical, legal or financial advice.
Key Takeaways
A store again
Caroline says she swore she would never run a store again, but she could not stay away too long.
Why shop locally
She says the brand is about shopping locally and in person, and the reasons why we should.
Free directory
She says it is important that the directory is free and needs no email address.
Paid extras
She says paid features include a shopping hotline, editorial content and a weekly newsletter.
Values over ads
She says it is hard to build a values-led business because she will not run advertising, so she looks for other ways to monetize.
Ask for help
She says to ask friends and their friends for sourcing leads, and just ask for help.
The shops in between
She says she is most interested in the shops in between, serving a neighborhood quietly and doing one thing well.
The Conversation Breakdown
A store again
⏱ Untimed topicCaroline says she swore she would never run a store again, but she could not stay away too long.
Why shop locally
⏱ Untimed topicShe says the brand is about shopping locally and in person, and the reasons why we should.
Free directory
⏱ Untimed topicShe says it is important that the directory is free and needs no email address.
Paid extras
⏱ Untimed topicShe says paid features include a shopping hotline, editorial content and a weekly newsletter.
Values over ads
⏱ Untimed topicShe says it is hard to build a values-led business because she will not run advertising, so she looks for other ways to monetize.
Ask for help
⏱ Untimed topicShe says to ask friends and their friends for sourcing leads, and just ask for help.
The shops in between
⏱ Untimed topicShe says she is most interested in the shops in between, serving a neighborhood quietly and doing one thing well.
Core Frameworks & Ideas
Free core, paid extras - Caroline's monetization
Keep the main resource free and charge for added services.
Ask your network - Caroline's sourcing method
Ask friends, and friends of friends, for suppliers.
Highlight the in-between - Caroline's editorial view
Feature quiet shops doing one thing well, not only the coolest.
Actionable Next Steps
- ✓Ask three people in your network where they would source one thing you need locally.
- ✓Decide which parts of your offer can stay free and which can be a paid extra.
- ✓Visit a neighborhood shop that is not trending and see what it does well.
- ✓Treat Caroline's business details and opinions as her own, not as advice.
Notable Quotes
“I swore I would never do this again”
“ask your friends ask your friends to ask their friends”
“it's all the shops in between that I'm the most interested in”
The One Thing to Remember
Caroline Weaver says shopping locally with intention, asking for help in your network and building a trustworthy, values-led business are how small retail can thrive.