SITUATION
If people are willing to pay to have groceries delivered to their home, why not high-fashion clothing? This type of thinking is what led Claudine Gumbel and her husband, Brian, to develop Caravan, a boutique-on-wheels that brings the latest in high fashion to people all over New York City. Their mobile "caravan" is stocked with mer-chandise from the trendiest designers. "People like the convenience of a shop that comes to them," comments Brian.
if an area doesn't work, we move on," he adds. Plans are to expand into Los Angeles and Miami soon. Sales for the NYC Caravan were expected to top $700,000 in 2006. It appears that the Gumbels' busi-ness has been given the green light.
Source: Kamen Mends Shop end Go: Entrepreneur. June 2006. p. 97.
1. What might be the best ways for the Gumbels to promote their business?
2. How can the Gumbels prospect for new customers?
3. In what ways, if any, could the Gumbels use the Internet to promote their business?