Guerilla Retailing: Starting From Scratch
My columns this time of the year usually include a look into the future, urging my readers to make New Year’s resolutions to help them grow their businesses. This year, I’m going to tell a true story about my friend David Greenhouse.
David bought his company nine years ago when DPI Specialty Foods, a large international company, spun it off. He had worked for the division since its inception, so it wasn’t a big leap. Or so it seemed.
Business was flat during the first five years David owned the company. At $2.5 million in sales, he wasn’t making a lot of money. Because he couldn’t afford good people, he had high turnover. There was no teamwork, no accountability, no goals, and no way to measure performance. The business wasn’t fun and David wasn’t able to be creative.