Dallas, Texas: In this show we take you to meet wine enthusiast, Bob Orenstein; he started his business to serve people who, like himself, love fine wine. But, it was not easy. Learn how perserverance paid off. Today Bob's company serves hundreds of thousands of customers around the world. And today, he has become an authority on wine accessories. His customers depend on him to have items they can't find elsewhere.

From a spare bedroom of his condominium in 1983, it took him over ten years to break into the domain of the fast-growing businesses. He talks about business basics -- delivering quality products and extraordinary service.

Bob Orenstein and his wife are from New York. They moved to Texas for American Airlines. But with mail, phone, fax and the Internet, most of Bob's customers don't even know where he is; they just know he has what they want.

In this show you will also learn about Bob's professional associations, the DMA or Direct Marketing Association. and the CEO Club (the graduates of YEO). His web site is the site for the gift shop of The Wine Spectator, the high-end publication for wine enthusiasts and the industry.

KEY IDEAS:

• Direct marketing boils down to statistical analysis.
• Sell a lifestyle not a product.
• Know your demo.
• You can't mail your best customers too often.
• Managing costs is just as important as increasing sales.
• Starting can be shocking.
• If the shoe doesn't fit, get a new one.

The Lightbulb. Bob says you can't just increase sales to improve your business. You have to pay attention to the cost of doing business. His favorite ratio is gross profit per one thousand pieces of mail dropped. By paying attention to this number he has increased IWA's return on investment and it is two to three times better than other direct mail companies. Paying attention to small details can bring big results.

Bob is expanding his business into high-end foods that go well with high-end wine. Here you find his move into Kobe beef supplied to customer, Pappas Restaurants.

• READ THE TRANSCRIPT: All the words of this show, for free!
  
  
• STUDY GUIDE: Here you are challenged to look at this show as a case study to help you grow your business.
  
  
• SHOW OF BUSINESSES IN YOUR BUSINESS. Review the stories of other businesses within your business type.
  
  
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• Contact:
  Bob Orenstein
  International Wine Accessories
  10246 Miller Road
  Dallas, Texas 75238-1206
  Tel: 214-349-6097 800-527-4072
  Fax: 214-349-8712
  E-mail: Click here.
  URL:http://www.iwawine.com Wine/Spectator/giftshop

UPDATE:When you met Charlie Woo, his Los Angeles-based toy manufacturing company, Mega Toys, was doing $10 million in sales. Since then, he's added products and tripled his size. Congratulations, Charlie.

There is so little time and so much to learn. While you are on-line, we hope you will watch the program whenever you can. Read more about Charlie Woo.

P.S.

• Associations & Publications. Bob Orenstein is a longstanding member of the Direct Marketing Association, most often just called The DMA. Here you will find over 4,500 direct marketers from small businesses to the largest of the Forbes 100 companies.
  • "The Direct Marketing Association (The DMA) is the largest trade association for businesses doing interactive and database marketing; the DMA has more than 4,500 member companies from the United States and 53 other nations." -Connie F. LaMotta, Senior VP, DMA
  • They have several publications and periodicals to keep you informed on the latest trends and techniques in database marketing and direct mail.

• Small Corporate Offering Registration (SCOR) Your product, processes and people are all inspired by your mission and money. Most of us never have enough money from retained earnings to take a growth leap. Fortunately there's a new financial instrument available to all of us for raising money. David Pinkus of the Small Business United of Texas believes in the Small Corporate Offering Registration.

• COMMENTS OR QUESTIONS. We invite your comments and questions.