Why I Believe in the Long-Term Viability of the Small Market Business in a Post-Walmart World

Thursday, February 17, 2011

At Lynch Interactive we work with small to mid sized companies in all aspects of their online presence, from design and program through marketing and promotions.  I've decided to write this blog to give people an understanding of how the Internet has fundamentally changed how we do business, while at the same time traditional marketing concepts and practices are still critical to the process.

As the title indicates, "Competing with Wallmart" is the bottom line goal for everyone who runs a small business.  The idea that a faceless and nameless entity can move to your town and without any effort at all wipe out many small merchants is unsettling to say the least.  So what's the first thing you should do?... Don't shop at Wallmart!  Of course that's easier said than done, since Wallmart is the figurative head of the "Big Box Store" enemy we are all doing battle with, and what we really mean is Wallmart, Costco, Home Depot, Target and a host of other BBS companies.  Face the facts, they wouldn't be as big or as powerful as they are if they didn't meet consumers needs and demands.  They provide a service at a price that people demand.  Now your job is to figure out why people should keep buying from you, what is their motive, demand, and need?  How are you different?  What services, knowledge or products do you offer that they can't, or don't?

The answers to these questions lye at the heart of the issues faced by small business in America today.  The answer is different for every single business out there, and for some businesses the answer is either not enough or comes too late, but the challenge of running a successful small business  has not changed, we're just chasing a different windmill these days.

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