Owner gets a charge out of battery store
November 13, 2007

Business name: Batteries Plus, 276 Route 10 West, Succasunna, N. J. 07876 (973) 584-7000

Product: Retail and commercial batteries

Cost: $2.99 to $219

Hours: 8 a.m. to 7 p.m. Monday to Friday; 9 a.m. to 5 p.m. Saturday; 10 a.m. to 4 p.m. Sunday

Staff: Six

How did you get started: "My husband, Irving, and I were looking for a franchise business and when we came across Batteries Plus on the Internet it just made sense," said Tanya Fisher, co-owner of the store. "Batteries represent a $24-billion category nationwide. There are 12,000 different types of batteries. Everybody uses batteries."

Why do customers choose you: "We are a very friendly store and we offer the equipment and expertise on-site to assemble, test, condition and rebuild battery packs for rechargeable household and commercial products. We offer custom in-house battery assembly and recycle lead-based batteries. "Roger Bennett is in charge of our test center. The other day he rebuilt a battery pack and the owner said a new one would cost $84. The rebuilt version cost him under $35."

What are the keys to your success: "Virtually everyone uses batteries and we have very competitive prices. If you stop and think about it, products include literally thousands of batteries for thousands of items, ranging from common items such as watches, cameras and cordless telephones to larynx batteries for electronic voice boxes, solar-landscape lights, talking books for children and keyless-entry door locks at major hotels. Also, we focus on serving the senior citizen community by offering home service calls to install batteries in medical equipment such as wheelchairs.

"The big stores offer a sort of take it or leave it attitude. If it's not in stock you are out of luck. If we get a request for an unusual item and we don't carry it, we can order it and have it in the store within 24 hours. "The other day I had a gentleman ask for a battery for a forklift. We didn't have it in stock but I got it for him within a day.

"We are a destination store. We are a one-stop source to fulfill all of a customer's battery needs."

Advice to entrepreneurs: "Our product line includes batteries for both the common and hard-to-find items that are traditionally not available at other stores. Our customers include Fortune 500 companies and local municipalities, fire and police departments and school districts. And that is the key. Does your product make sense? Is there a need for it? In addition, you have to give a business time to succeed. You need the patience to see it through. And above all, you have to ask yourself will the customer love the product as much as you love selling it."