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Today’s market place is very different than forty-years ago. Forty-years ago if you wanted to open a business you had to have upfront costs, property, large amounts of inventory, and your best bet for advertising was the local paper and direct mail pieces. Of course, this took a lot of effort and even more money. You had to hope and wait for people to get your ad and decide to come and purchase a product from you. Going out and getting them to come into your store would have been a difficult feat. Additionally, forty-years ago your ability of growth was limited to local purchasers for the most part. If what you had to offer was not in a reasonable distant from your potential consumers, your company suffered. Moreover, because most shopping was done near home, any bad publicity could really hurt your company’s reputation; thus, leading to your company being shut down.

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