I've been working on the web since I graduated from high school. Everyjob I've ever held has been web related....but starting January I will be opening an Old Time Soda Fountain. This will be my first non-web venture and am looking for any tips, advice, anecdotes, warnings, etc. from those who've been in the brick and mortar business world.
You could take the non-ww theme into your marketing. Try to prevent any mention of your shop on the internet, and go for an "old-fashioned" theme in all your advertisements. Make a point of proclaiming it on signage as an UnWired business (a reputation that will spread via word-of-mouth). Local news reporters might pick you up as an inspiring human interest story.
Make sure you hide your computer in the back room where no one can see it :)
[edited by: lawman at 10:46 pm (utc) on Dec. 21, 2004] [edit reason] speeling [/edit]
A friend and I just started a manicure/pedicure business for our wives here in Bangkok. Advertising can be expensive but we invited some local magazines around to see the new shop. Some of them published articles about the shop and the free advertising worked wonders.
Make up some flyers about your shop (when it's up and running) and fax them to all the local magazine/newspapers inviting them around.