Scaling The Wal
Is Wal-Mart on your wish list? Here's how to do business with the nation's largest retailer.
It's the day every small manufacturer dreams of, works for
and fantasizes about. Wal-Mart Stores Inc., the nation's
largest retailer, has just agreed to carry your product. Welcome to
Easy Street!
No, welcome to reality. "I thought I would become a
millionaire," says Steve Kendall, whose Cutting Edge Opener
System, a device that opens shrink-wrapped CDs, audiotapes and
videotapes, is sold in Wal-Mart stores. "I didn't come
anywhere close to that."
Just because your product is sitting on Wal-Mart's shelves
doesn't mean you can sit back and relax. You need to work just
as hard to make your product successful in Wal-Mart as you did to
get it there in the first place.
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Karen Axelton, former articles editor for Entrepreneur
magazine, is a writer in Long Beach, California, who specializes in
business topics.
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