With humble and unconventional roots, Jim Fonner's outdoor furniture company, ParknPool, began in Florida selling patio furniture door to door to hotels. Fonner and his then-partner dressed as the Blues Brothers in order to attract attention and gain sales.
Over the decade, the business has grown and is now an industry leader in outdoor furniture supplies. Almost all of the firm’s selling is done over the internet. Revenues have grown year over year. Fonner bought out their original partner and have moved the firm to Virginia, reasoning that it can be based anywhere since its transactions are all done over the internet or the phone.
Now, for two years running, revenues have been off. The sales staff seems lackluster. Something must be done—but Fonner is unsure what.