The Challenge- A local distributor of industrial products faces tough competition from national competitors. With the economy in a period of zero growth, new customers are becoming harder to find. Corporate consolidation is negatively impacting sales.
The Solution- Fight fire with fire! The distributor, already organized to sell a diverse product line, chooses to put his wares online. He creates several low-cost e-commerce web sites, expanding his product offerings along the way.
The Results- Declining brick-and-mortar revenues are offset by significant Internet sales. New product lines initially sold via the web are offered to his local clients. Additionally, his web sites impress prospective customers. While big dot-coms collapse under the weight of debt, low cost storefronts from DDM pay for themselves quickly.