Then they devised a business plan, which was later included in their application for a Small Business Administration loan. Equal time was spent developing products and identifying their market. We found that the drinks many of our competitors sold were overly vitamin-tasting or that the particular type of fruit was indistinguishable. When you taste our raspberry, in contrast, it's distinctly raspberry. The latter two are owned by friends of the Fullams.
Employees have free rein to please customers without worrying about making mistakes.
The San Francisco store even offers free delivery service. It also has a 'Customer of the Week' program with Polaroids of the winners posted on the wall. Each store also boasts a bright red phone with a direct line to Mike Fullam. Accessibly located in the front of the premises, it puts customers and employees in contact with a company decision-maker. If Fullam is unavailable when a call comes in, he responds within 24 hours.