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All Season Soccer, Novato

“Sports retailer looks to open second location”

BACKGROUND
All Season Soccer is a top destination in the Bay Area to buy soccer shoes, soccer jerseys, soccer balls, soccer equipment and more at great prices. The gear keeps customers playing and looking their best before, during and after game time. They offer the newest products from soccer’s most trusted brands including Puma, Nike, Adidas, and Diadora.

At All Season Soccer, their passionate team is behind customers all the way! Their deep connection to the surrounding soccer community allows them to stay at the forefront of soccer and provide continually improving service to soccer players everywhere.

CHALLENGES
The owner of All Season Soccer, Peter Serchia, came to the SBDC four years ago at the start of his business. He was working in a commercial carpet company and left his job to pursue his dream to open a soccer store. Since he spent much of his life on the field either coaching or taking his kids to practices and games, Peter told his wife it was time to make soccer his career full time. Peter also knew he could do something better than what he saw in stores currently.

He knew he needed support and guidance on how to set up a retail shop since his background was not retail. He started working with Business Advisor John DeGaetano to determine the viability of his business idea and understand the financials and structures of a retail business. Peter also wanted assistance in getting financial start-up capital, but the banks would not give him a loan. Therefore, he used his entrepreneurial ingenuity and found a program that turned his 401K into his business.

ACTIONS
The business advisor worked with Peter on understanding how to set up his financial systems, determine his break even analysis and write a solid business plan. The advisor also assisted Peter in finding the best location for his retail shop and helped Peter determine the viability of his business. The advisor additionally explained the details of making a retail business work and Peter enthusiastically implemented many of his suggestions. Peter also went to other sport shop owners in the area to ask about best practices and accounting and IT systems. Peter made sure he was set up properly so his business would be successful.

RESULTS
At the beginning of his business, it was only Peter working in the store and doing everything himself. He now has one full time employee and four part time employees. His employees live and breathe soccer and bring in their own customer base to help with sales.

Peter’s sales have increased each year by at least 30 percent and are off the charts in comparison to the projections set up with his business advisor. Peter is currently looking to open a second store, making it easier for loyal customers from all over the Bay Area to stop by Peter’s establishment, especially for his clients who drive far distances to shop at his store.

Their store is now located in downtown Novato (a different location from when they first opened). Peter’s entire family assisted in getting this store up and running with painting, putting up dry wall and organizing the merchandise - a true family business! The store was opened in less than a week, making it ready to meet the 10,000 people for the 4th of July celebrations.

“There were simply too many things I did not know about getting a retail business started, and [the SBDC’s] direction kept me from making costly mistakes.”

All Season Soccer
CEO: Peter Serchia
Novato, CA
www.allseasonsoccer.com
pserchia@gmail.com