If you could do all of those pretty well, he thinks you can succeed. The husband was a master of promotion and the wife made, Werts says, the most beautiful ice cream cakes around. Even though their store was very busy, busier than Clay's, it was out of business within a year. The couple did two things well, but was horrible at cash management. The money they made in the summer was not saved for the inevitable downturn an ice cream shop has in the winter.
Cash management is as important as promotion is as important as hard work.
You have to do several things well to stay in business, Werts insisted. Beyond that, he stressed that a business owner cannot be an absentee owner. You must work the business, and be willing to work hard. Even today, with only one store, Mr. Werts works at least 50 hours a week. He stressed several times that success depends in large measure upon your willingness to work hard.