By Donna Fenn
Outsmart your rivals, bounce to the top of the pack, and develop into an alpha puppy! How does a normal corporation distinguish itself available on the market, generate greater revenues than its rivals, and earn the lasting loyalty of consumers and staff? Alpha canine tells the inspiring tales of savvy marketers who came across the appropriate formulation and rose to the pinnacle. In her own and probing sort, Donna Fenn, a twenty-year veteran of Inc. journal, introduces 8 women and men who proportion their genuinely-earned insights and functional tips—from Chris Zane, whose retail motorcycle store has perfected the artwork of shopper carrier, to Deb Weidenhamer, who remodeled a sleepy public sale apartment together with her leading edge use of expertise. Alpha canines is a realistic guidebook for each present and aspiring self-starter who desires to stand out and prevail.
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Extra resources for Alpha Dogs: How Your Small Business Can Become a Leader of the Pack
Whole Foods, he noted, had carved out a niche for itself with organic fare, but had lately begun adding more upscale and gourmet goods to its product mix. It struck Mayne as a winning combination. So he decided to emulate the strategy in reverse: Dorothy Lane, which had made a name for itself with its gourmet offerings, would begin carrying more healthy and organic products. It turned out to be a great competitive tactic. In February 1991, the same month that Dorothy Lane opened its new Washington Square store, Meijer, a Grand Rapids, Michigan–based chain of grocery and general merchandise stores, came to town with a supercenter store.
Both have held up their end of the bargain over the years, and as a result, Dorothy Lane has earned Alpha Dog status. Proﬁts have run as high as 4%, which is more than double the industry average; revenues have increased from $18 million in 1992 to $60 million in 2004; and turnover is well below the industry average. And in September 2004, the Gourmet Retailer, an industry publication, placed Dorothy Lane among the 25 most important specialty food stores in the country, along with Balducci’s, Dean & DeLuca, Trader Joe’s, Stew Leonard’s, and Whole Foods Market.
Dorothy Lane has always been at the top of all the independent grocery stores,” says Dan Lucas, the grocery manager at the company’s Oakwood store. ” The pay at Dorothy Lane is a bit above average and the company offers a good health care plan, hands out annual bonuses, and contributes an average of 10% of proﬁts to a 401(k) plan. There’s also vacation pay for part-timers. But there’s more to being an employer of choice than just compensation. “One of the big perks is the training,” says Lucas.