In the early 2000s when the computer industry consolidated, most of the smaller companies like ours were wiped out. We couldn’t compete with the big boys on price because their purchasing power was more than we could ever come close to. They were selling at a price lower than our wholesale cost. We could not compete with them for leads as their massive advertising budgets were more than our revenues for 10 years. So what did we do?
We raised our prices on everything and focused on a small niche that the big boys could not service through their mass merchandising solutions. We went for low volume high margins. We could create a solution for one client only and that has kept our computer unit afloat all these years.