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Game Plan

This company's approach to direct sales? Let the good times roll.

This story appears in the May 2007 issue of Start Up.

What better way is there to really get a party going than with games? That's what the founders of SimplyFun LLC thought. But they realized the fun wasn't just in playing games at parties--it was also in selling them.

After working in product development and marketing for a game company, Gail DeGiulio, 49, started a consulting business to help early stage companies. Through this business, she met Matt Molen and Jeremy Young, 33 and 35, respectively, who were importing European games into the U.S. and translating them into English, but were struggling to get their products into stores. Then DeGiulio approached them with the idea of using direct sales to sell games, and it clicked instantly. "On the retail shelf, regardless of what your product line is, you're competing against a bunch of other boxes," says DeGiulio. "We knew this was a product line that would benefit from being experienced in someone's home."

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