SITUATION
Is it possible to build a $1.2-million business in a town with only 650 residents? Duane Ruh did. Ruh, 49, cofounded and is now sole owner of Little Log Company, which manufactures log birdhouses and feeders in Sargent, Nebraska. Ruh believes it is all about treating your employees right. His 32 employees enjoy flexible schedules and ample personal time.
Ruh's love for his employees and loyalty to the town of Sargent (where he employs 5 percent of the population) has paid off. Clients include 65 U.S. colleges, John Deere, and National Geographic Magazine. Failure isn't an option for Ruh and his employees. Ruh says, "I think if you really love something, you can't fail at it."
Question 1 What impact, if any, do you think that Internet-based businesses have had on Ruh's business?
Question 2 In what way(s) could he use e-commerce to grow his business?
Question 3 How much presence on the Web, if any, do you think Ruh should consider?
Question 4 What do you think will happen to this firm if it ignores the Internet?