Tattoos are no longer sought out only by fringes of the market. A fall 2006 survey by the Pew Research Center found that 36% of Americans aged 18 to 25, and 40% of those ages 26 to 40, have at least one tattoo. In a working-class town like Greenwood, NJ, these numbers may be higher.
Some other statistics about the market:
The market is segmented into:
The market segments in the Greenwood, NJ area include residents of Greenwood and surrounding towns who may travel to Tablature Tattoo. Collectors who like the work of the artists featured at Tablature Tattoo are especially likely to do this, making this number 10,000 individuals.
Tattoo newbies: May seek out a tattoo for the experience of receiving it, to simply say they've done it, to commemorate a specific relationship or affiliation, or for the danger associated with it or with those who have tattoos. These individuals may become tattoo collectors, but most simply get one tattoo in their life, especially in their younger years (late teens or twenties). The popularity of tattoos among celebrities also further encourages this group to get tattoos.
Tattoo collectors: This group connects with the lifestyle associated with having tattoos. Many seek to cover large portions of their body with tattoos. This group will appreciate the work of specific artists and seek them out again. This group will seek custom designs, eschew standard, simple designs, and become used to the pain or discomfort involved.
Tablature Tattoo will seek to serve both of these key market segments in order to remain viable. Serving tattoo collectors alone may not yield a large enough market. Furthermore, it is difficult to inspire new tattoo collectors in the area without first serving tattoo newbies with introductory tattoos. The business will seek out both markets by advertising both its introductory designs and the elaborate design work they are capable of. The shop will be appropriate for tattoo collectors, with entertaining music playing and products available for sale.
There are an estimated 20,000+ parlors operating in the United States, according to a U.S. News & World Report article, which said, on the average, an establishment is being added in the country every day. This translates into a tattoo parlor for at least every 10,000 adult Americans. The article ranked tattooing as the sixth fastest growing retail venture of the 1990s, right behind Internet, paging services, bagels, computer and cellular phone service.
Tattoo shops are generally independent ventures run by tattoo artists. Some feature just one artist and some feature a number of them (three or four is common). Generally, tattoo artists do not want to work for owners who are not artists themselves. The artists are generally freelance contractors working on 1099 and controlling their own hours and schedules, which is in keeping with the freedom they desire. However, tattoo studios are under increasing legal pressure from tax authorities to reclassify these artists as employees as most work primarily in one studio. $100 is a standard market rate for one hour with a tattoo artist and the artist generally makes 40-50% of that amount per hour. Customers are attracted through internet advertising and their websites, referrals and word-of-mouth.
In the Greenwood, NJ area, Tablature Tattoo will compete with:
In choosing between competitors, those seeking tattoos consider: