Whatever the motives that impel an individual to strike out on his own, there is no doubt that the business climate in which he must operate today is very different from that of twenty or more years ago. Giant enterprises now dominate the economic landscape, seemingly crushing any opportunity for the small firm.

The survival of these giants, with their enormous overhead expenses, depends, as we have seen, on mass production and mass trading. Products of uniform quality, consisting of uniform components, are sold across the country by uniform methods of advertising and promotion. Because of this uniformity, production and distribution costs are cut to a minimum. It is almost impossible for the small workshop or the small retailer to compete against the giants. The door is now closed for the small man across whole areas of industry and commerce.

But this uniformity of manufacture and distribution by the big firms does give the small firm its opportunity. Production lines geared to produce nothing less than hundreds of thousands of standard components cannot turn out short runs of special items economically. Nor can the departmental stores or supermarkets stock economically a wide range of speciality goods. When it comes to providing personal service, everyone has had experience of the inability of the large organization to meet the particular needs of the individual. Here is where the small businessman can find his opportunity: providing the goods and services that the giants are no longer capable of supplying. His bywords should be speed, service and speciality.

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Please Note

The Trade is, of course, a major source of product ideas. All manufacturers examine, with avid interest, the new products of their competitors.

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