Description
For years, Donna Fenn has been fascinated with trying to figure out how small businesses in “commodity” industries can outpace the pack, smash their competition and become dominant. For instance, how does one ice cream parlor produce much higher sales than its competitors, and dominate the ice cream market of a city? These star small businesses, or “Alpha Dogs” have eight strategies that make them the leaders of the pack.Each chapter profiles an Alpha Dog who personifies one of the eight strategies. Jim Throneburg in Statesville, NC, created a padded sock for runners, rejuvinating his sock manufacturing company. Lesson: Innovate the Mundane. Norman Mayne gets bag boys and meat cutters to believe in Dorothy Lane Supermarkets in Dayton, Ohio. Lesson: Convert Your Employees. Chris Zane in Branford, Ct. goes above and beyond in the customer service department. Lesson: Seduce Your Employees. Amy Miller in Austin, Texas, built her business, Amy’s Ice Cream, by becoming a part of the Austin scene. Lesson: Engage Your Community. Trish Carter is a commercial bakery in Boston’s gritty Roxbury that sells cookies, along with a reputation for supporting Boston’s inner city. Lesson: Brand Your Company.Mike Schwartz reinvented his Harley Davidson dealership in Wilmington, Delaware by adding a restaurant. Lesson: Embrace Reinvention. Deb Weidenhamer supercharged the auction business in Phoenix, Arizona by supercharging it with technology. Lesson: Transform with Technology. Maria Valbonna’s tiny PR business in San Diego popped when she formed a network. Lesson: Build a Village.
