University of Wisconsin - Extension

All that Marjorie Charlier wanted was to sell off her inventory and ease into semi-retirement after a 35-year run. She thought that merchandising over the internet might be the way. She closed her antique shop but her on-line sales of items have opened revenue streams that are dancing rings around her former fixed-location profits.

Today, Charlier's business, Ground Floor Shoppes, is one of the top-producing vendors in that giant cyber-store known as eBay. She and her husband Tom Charlier operate the venture as a limited liability company. They sell both new and old items.

And what about the notion of retirement? "That would last about two weeks for me," says Tom.

In order to sort out business options, Marjorie turned to the Small Business Development Center at UW-Green Bay on the advice of a friend. Business counselor Ernie Johnson asked UW-GB management Professor Michael Troyer to meet with her.

"I can't say enough. I was really impressed with the help I've received through the SBDC," said Marjorie. "The people from the university are progressive and are looking at what's going on right now and the direction that business is headed."

What's going on in business is nothing short of a revolution for the Charliers. Instead of dozens of customers a day in an antique shop, hundreds are "hitting" the on-line images of items they have for sale. With three years of "e-tailing" experience, the Charliers have observed that there are many more players selling in what is becoming a crowded, albeit virtual, marketplace. They have also found that customers are as ready to buy a brand new decorator lamp as they are an antique one.

New ways of doing business call for new ways of thinking about the work place. SBDC counselor Johnson has helped the Charliers understand that their employees would need somewhat different skill sets. Says Marjorie, "Ernie helped me see that the employees need to 'get' what we're doing in order to be effective."

As 2001 unfolds, the Charliers are working with a developer to launch their own web site, to further distinguish their business in the field. They're not discouraged by recent reports of downturns in many virtual market places.

"If you can ride out the competition, the sales will be there," said Tom.

"Even on the internet, you have to expand," said Marjorie.

To prepare for a brave new future, the Charliers acquired a 6,000 square foot building -- a former supermarket -- that sits across the street from their merchandise-cramped home. It will serve as a warehouse and shipping center. It will also house up to eight computer workstations for customer service, order taking, and record keeping.