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Internet and fruit equals profit.
Barry W. Gainer calls himself a high-tech farmer. But itwasn't always that way. His family's fruit business, TheIndian River Gift Fruit Co., was a simple operation that changedlittle through the years--until Gainer juiced up sales bydeveloping an Internet presence.
"I figured it would be a good way for a small business likeours to advertise effectively at a low cost," explains Gainer,CEO of the Titusville, Florida-based business. "But the wholefamily thought I was nuts."
Still, he forged ahead, convinced that a site peddling orangeswas ripe for the picking. He began by researching gift sites,soliciting advice from customers and discussing his idea withbusiness experts on the Net. Then, in September 1995, Gainerlaunched his first site on America Online (keyword: fruit), andlater rolled out a second site on the World Wide Web (http://www.giftfruit.com).
Customers find more than just your average fruit basket here,though. Besides enabling users to order a variety of citrusproducts mailed directly to their doors, Gainer adds value to bothsites by hosting contests, posting recipes and supplying the skinnyon the Florida fruit farming industry. Recently, he also beganoffering fresh products produced by other family-owned smallbusinesses nationwide.
Today, some 25 percent of the company's revenues aregenerated on the Internet. What's the key to a successful Website? Says Gainer, "Our success is based on the fact thatwe're constantly incorporating feedback from customers becausewe want them to be happy and use us again."
Have It Your Way
First, there were so-called small-business computers. Now,computer companies are specializing even more with servers designedspecifically for the burgeoning small-business market.
IBM estimates a sizable 24 per-cent of the servers bought in theUnited States today are used in companies with fewer than 50employees. To meet entrepreneurs' growing needs, IBM recentlyreleased the AS/400 Advanced Entry. Unlike earlier IBM servers forthe small-business market, which are primarily for first-time userswho want to share printers and files, the AS/400 Advanced Entry isaimed at small companies with a higher level of needs, says SteveEarly at IBM.
"The AS/400 is primarily oriented toward businesses thathave had a server before and want to tie their applicationstogether," explains Early. "They can move to the AS/400system to have all their applications integrated."
Perhaps the most notable feature of the AS/400 is its built-inWeb-serving capabilities which, in effect, give small companies thepower to host their Web sites internally. The AS/400 also boastsfax and wireless local area network features, as well as theability to handle many database tasks. Cost: starting at$7,995.
Good Connections
Haven't ventured out onto the Internet yet? Graphix Zonerecently launched a new line of CD-ROMs called SmartNet Singles togive Net neophytes all they need in one package.
Each SmartNet Single contains basic Internet service fromEarthlink Network, Netscape Navigator 3.0 browser software and anInternet tutorial. You can choose SmartNet Single discs that linkyou to hundreds of Internet sites on topics ranging from investingto travel to small business.
Pop the SmartNet Small Business Single into your CD-ROM drive,for example, and you get immediate access to sites with homebasedbusiness and financing information, business consultants,professional organizations and the latest business opportunities.Also included are special subscription offers toEntrepreneur and Web magazines, and more. Cost:$14.99 per disc.
Contact Sources
Graphix Zone, 42 Corporate Park, #200, Irvine, CA 92714,(714) 833-3838;
IBM Corp., c/o Steve Early, 3200 Windy Hill Rd., Atlanta,GA 30339, (888) IBM-9401;
The Indian River Gift Fruit Co., 3570 A. Cheney Hwy.,Titusville, FL 32780-2503, (407) 268-1479.
