Guaranteed Advantage

Article Abstract:

Bob Ladner is the founder and president of a Florida based marketing research firm. Business in 1980 was not going well as companies rejected Ladner's firm in favor of using more well established market research companies. Then, in 1983, Ladner came up with a money back guarantee on the timeliness and specifications of his firm's work. After refining his guarantee, and finding an insurance company to back his claims, Ladner began a direct mail campaign to attract business. The guarantee serves as a method of instilling customer confidence and has been successful, despite some insurance snags. Ladner is now working out a guarantee for all his work and is working out a direct mailing to try to attract more clients for his research firm.

Psychological aspects, Contracts, Market research, Customer relations, Marketing Research

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Backyard Broadcasting

Article Abstract:

When the Federal Communications Commission (FCC) reduced the number of miles required between FM broadcasting stations, the market opened up for hundreds of new stations to be formed. Anyone who has not been convicted of a felony can apply for a license to operate an FM radio station. One of the smallest may be WHRC- FM which is run by husband and wife out of their tiny home in Port Henry, New York. Running the station is hard work for the couple, who are on the waves seven days a week for almost sixteen hours a day. But they made enough money in their first year to go into the black and to consider opening another radio station.

Laws, regulations and rules, Telecommunications equipment industry

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Furniture for Growth

Article Abstract:

Wayne Gianotti is the president of a furniture company in California who goes after business in a rather unusual manner. When he hears of an interesting business about to start up he offers them free furniture for a specific amount of time in exchange for stock or stock options in the company. Even if a company declines his offer, they often buy furniture from Gianotti's company, and for the firms which do accept the offer, an often longtime, profitable relationship is formed.

Planning, Business, Investments, Statistics, Business enterprises

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