Jim’s little venture had achieved its distribution goals, but now the bottom was dropping out of the retail marketplace.
The news about the retail channel was bad. Cities like New York and Seattle were shutting retail except for vital needs. Even malls that weren’t affected by lockdowns saw dramatic drops in retail traffic and people shopping. People everywhere began to work from home avoiding stores.
The little company’s website, was more a showplace than a place to sell. Jim remembered the distributor’s admonition that if they marketed on-line too aggressively it would turn off retailers. It didn’t seem so important anymore. The world had changed.
The retailer that had been so enthusiastic about them at the trade show announced they were filing for Chapter 11 bankruptcy.
The old strategy wasn’t working anymore. The business had no sales coming in and would fail. They had to find sales soon. Jim and his team were planning a comeback.
Read the next installment here or at the Ekalore LinkedIn page.
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