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Last Update: Thursday October 19, 2017

Specialty Cheese

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Specialty Cheese

Serve The Underserved

4:17 | Register or Log in | Become a Member

Paul and Vicki determined before they bought an existing business that they had to change their product to avoid head-to-head competition with the big guys. 

Look Before You Leap

2:11 | Register or Log in | Become a Member

Since Paul was fired from Oscar Meyer, he was forced to make changes in his life. He liked living in Madison and decided to become a small business owner by purchasing an existing business. 

Find Out What People Want

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Rather than stay in a rut that was taking the company's sales in the wrong direction Paul and Vicki decided that they had to come up with new products.

Let Employees Do What They Do Best

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In his work at Oscar Mayer Paul practiced the art of marketing and was never involved in the day-to-day manufacturing process.  This made it easy for him to let the cheese makers do their thing.

Grow Carefully

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Growing too fast can cause systems and cash flow problems.

Think Hard About Your Future

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Hattie points out that Paul and Vicki are excellent thinkers.  Both have MBAs in marketing and in that pursuit they learned to use logic to process information.

Collaborate With Colleagues

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Collaboration is better for small business than competition because we
specialize in a niche. This means customers can easily be shared.   Rather than seeing other cheese makers as a competitor, Paul sees each of them as a collaborator. Together, they can give a customer every type of cheese they could possibly want.

Admit What You Don't Know

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When you start a business or buy one you will face a steep learning curve.  This is Vicki Scharfman.

Measure Your Marketing

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Marketing seems mysterious to many small business owners but it doesn't have to be that way.  John Wargo advises that you measure everything you do.