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How This Company Is Profiting Giving Perks to Military Members and First-Responders

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This story appears in the March 2016 issue of Entrepreneur. Subscribe »

The average citizen shops online at Amazon. But folks in the military and government first-responders (such as police and firefighters) have a deeply discounted online marketplace just for them: It's called GovX, and it carries nearly 100,000 products from about 500 brands, including Ray-Ban, Garmin, prAna, Woolrich and 5.11 Tactical, at discounts of 25 to 40 percent.

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It's a good deal for shoppers, but how did GovX make this niche, low-price site sound like a good deal to investors? Last summer, it announced it closed a Series B round of preferred stock financing that brought its total investments to $11.5 million.

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