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Diversify Your Business Presence
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When I met David Hardin, he was wearing a special double-decker business tag holder around his neck. I noticed right away that he had more than one business tag, and more than one business name on those tags. When he ticked off the names of his various eBay Stores, web sites, and User IDs, I was amazed. I sell through the User ID Shoetime, also Fashion Outlet Mall, and I have eSAVz Corporation, which provides software for managing eBay auctions. eSAVz is also the name we use for our eBay drop-off stores; you can start up your own drop-off business with no up-front franchise fees. At one time, he also provided computer programming through a company called DEK Consulting. It s been a great yellow brick road, Hardin says of eBay. One of the secrets of becoming an eBay millionaire is finding a way to grow. You may already be familiar with this on a small scale: Once you find a line of profitable merchandise, you look around and find more. It works on a larger scale, too. Once one eBay Store becomes profitable, you naturally want to expand to new sales outlets in order to find new customers. Hardin and the other PowerSellers profiled in this chapter, Amy Mayer and Ellen Navarro, have either expanded existing businesses or created new ones by finding new venues in which to sell. They are by no means in the minority. You ll find additional examples throughout this book. But as these sellers show, success on eBay is all about growing: spending more on your business design and infrastructure, finding more merchandise to sell, and finding new ways to get your name and your products before the eyes of potential customers.
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From Wholesaler to eBay Mogul: David Hardin
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The year was 1999, and as the new millennium approached, David Hardin s family-run wholesale shoe business was facing difficulties. Hardin had been in business in Kentucky since 1985. He would buy shoes at wholesale prices from major department stores, break them into small groups, and sell them to small family-run retail stores as well as a few major retailers. But the small businesses who were his primary customers were themselves being edged out of business by the big chain stores. My core wholesale business was smaller independent shoe stores, he says. I saw the handwriting on the wall. My niche got smaller and smaller as stores such as T.J. Max, Payless, and Wal-Mart took over. It got to a point where, trying to sell to the big stores, if I didn t sell it for less than I had paid for it, they wouldn t buy. David can afford to laugh about
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CHAPTER 7: Diversify Your Business Presence
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his situation now: I could either go back to where I started when I was young and during the summer and fall we would pick cotton, or sell shoes. It was a no-brainer, he says. The challenge he faced in 1999 was to find a new way to sell shoes.
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Business name
Shoetime/Fashion Outlet Mall/eSAVz
Seller name David Hardin Web site Sells http://stores.ebay.com/shoetime
Men s and women s shoes
All of a Sudden a Light Went On : Shoetime
One day a young man named Steve Hicks visited Hardin s shoe warehouse and mentioned the word eBay. I asked, What s an eBay Hardin recalls. He proceeded to tell me about eBay. All of a sudden a light went on. I thought, if I can t sell to a brick-and-mortar store, I can sell in an eBay Store. Hardin started out slowly on eBay. I took five pairs of shoes and gave them to one of my employees who knew about eBay. Right away, he got some bids on them. Next, they listed 50 pairs of shoes, and were pleased with the results. As Hardin and his coworkers gained confidence and experience with the Internet, they moved up to a hundred sales listings, then more and more. Today, Hardin s wholesale shoe business is thriving. He works out of a 200,000 sq. ft. warehouse, and also has five different eBay apparel businesses. He sells 1,000 to 2,000 pairs of shoes each week through his main eBay Store, Shoetime. He and his daughter Shelly Hudson, who is marketing director for Shoetime, are happily awash in a flood of shoes (see Figure 7-1). The picture was taken by Lamar Hardin, who plays a large role in all of their enterprises.
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