To inspire small business, donors business wars and showcasing successful companies that started out small here or there inside rational and motivational stories presented by Dell. And if you need tech advice d, technologies. Advisers can help you find the right solutions for your business. Its march, two thousand and five in Johnston, upstate, New York, handy you'll Kyar, is in it office tidying his desk. A pile of unsupported papers tossing unwanted items into the wastepaper basket. As at thirty four year old kurdish immigrants who grew up in Turkey. Milking sheep on his family's farm now he runs a small feta cheese business. He fled a coffee stained pizza menu into the basket and looks at the next item is, postcard for real estate firm advertised,

a recently shuddered yogurt factory, gonna drops it straight into the trash, but continuous is clear up the postcard lingers in his mind, he's, always wanted to make yogurt, but not any over. No, he to make the tart creamy custard thick Greek yogurt that his family makes back in Turkey He loathed, runny sugary, sweet yogurt sold in America to hear it's horrible little better than baby food in Cairo. That is at the wastepaper basket Maybe he could be now Now that's ridiculous! He turned back to his papers, but his eyes soon drift back to the ban. It's like the postcards calling him. He discards. The papers he's holding, gets as navies and fishes through the wastepaper basket. He pulls the crumpled postcard from the garbage. Instead,

is it the photograph of the mouth factory. Then he calls the realtor. I got your postcard, the one about the yogurt planted New Berlin I'd like to see it. Four p m tomorrow perfect see there Look I a hangs up and looked again at the postcard at the factory that It help him realises dream of introducing America to the delights of greek yogurt. There's just one problem: I can't afford to buy a small. This is are grappling with the impact of these uncertain times and looking for resources. That's why delta jeez assemble in all star lineup of pod castors to create the first ever virtual conference. Advice and inspiration for small businesses. Del technologies is here,

keeping you connected while working remotely with windows, ten and Microsoft teams to providing relevant content for businesses just search delta knowledge is small business, pod parents on radio dot, com, Spotify or Apple podcast from wondering I'm David Brown, and this is business wars to utter small businesses. We're bringing you two special episodes of business worse presented by Dell technologies. These episodes we're telling inspiring stories of companies that started small

overcame the odds to become household names on the last episode We recounted how a tory and rebel brought novel products to market a tight budget. Now we're tracing the stories of two small businesses that faced a different challenge. King into markets dominated by huge corporations, we're talking David's up against Goliath here and First M is troubling the greek yogurt company they caught YO play and Dennin napping its March two thousand five hundred Euro Kyar is in the dirt parking lot of a remote factory just north New Berlin, and should they go county New York about two miles north of New York City. He gave at the dilapidated yogurt factory, with its two Cylindrical milk silo it's about this as of one and a half football field, gray paint, is

feeling from the walls and we kids are invading the sad looking lawns that dot the grounds across this. It is a ramshackle bar with a couple of harlings, no pickup truck parked outside it remain. You're, the guy, the backwoods bars he's seen in movies swear, there's, always a fight and ever and turns to stare when a stranger walks, yet still hullo Kyar hasn't driven ninety miles from his home. Just to turn back, he turns back the factory strides through the entrance, The plant managers they're waiting for him good to meet you follow me. The manager leads LUCA under the factory floor, where a skeleton crew, covering the machinery with plastic Don't mind them they're, just doing the final clean up, so we make well aid briars yogurt here factory bill, nineteen twenty graphs zone, since nineteen. Twenty eight LUCA examined the factories shining

Metallic machinery, enough about making over to know this equipment is worth more than the factories asked in price. He turned to the manager is equal included in the price, yeah craft what the hassle of unloading and not a problem, not a problem at all few days later, at a Johns down Pizzeria Kyle shares is planned by the factory with a friend it's even got most of the equipment. I'll need Luke his power frowns areas. This through. If crack make money out of their factory. How do you expect to? I don't know? I don't know I just want to try jump in the water see if I can swim and if you drown yet Well, it's not about the money. It's about c how far I can get. You hear yourself right. You're talking about

taking on Yo Play and Dan and with all their sophisticated marketing and clever merchandising and money and all add, I dont believe they're all that When I started in business, I didn't understand, accounts didn't even know. If I was making or losing money, then I asked, account and explain it to me, like I'm, a child, Actually very simple people things seem more complicated than they really are. Even if that's true, they still got way more money and people than you, but they're. Just people, people linen office with a lot of bureaucracy. They have money, but they move slow. I can be quicker undotted. Do the Cairo starts, a new company called Argo farms and goes looking for financing He borrowed money from to banks and the Small Business administration. He also it's a grant from the chimney go county which wants to see the factory reopen together. They

look enough to buy the factory and arm himself with half a million dollars of working capital race. The funds is an achievement in itself, but now Hulu, Just gotta figure out a way to make a success of it. Its August two thousand five and on the factory floor. Hullo is holding Argo farms first ever team meeting his small Justin, master yogurt maker from Turkey, plus the for former after employees he hired to run the factory. The fact We technician looks at his new boss. Well, why? Now, Hulu, Kyar is ensure he's been too folk. Dont acquiring the factory to think about that. I just seen the electricity bills, so the first thing we do is turn off the lights Then we re paint the outside walls. Why? Why

because I dont know what to do next, but I know the walls look horrible, The team spends the following days: painting the factory bright wine and as they paid they bond coming a tight knit unit ready for that. I want your head The team is ready. The recipe is not. Guy knows he's only got one shot to get it right: monies to tied for Argo farms to survive a failure, and that means his yogurt got to be perfect. The company spends months honing the recipe inching ever closer to the delicious strained. High protein, Greek Yogurt, LUCA envisages. Meanwhile, he poors most of his remaining money into the design of the yogurt six outs cups. He packaging is critical. He can't afford advertise

and he knows that starting out stores will relegate his yogurt to the least desirable place on any supermarket I'll the bottom corner. If his yogurt is to stand a chance, it's got leap out at shoppers, the results are both like, cups that are shorter, wider and sturdier than the average over cup. He also uses the latest printing technology to give the cups eye catching graphics that are brighter, then competitors making them. Hard to miss. Eighteen months, the yogurt recipe and cups already LUCA calls it Giovanni? a name inspired by the turkish word for Shepard and in October, two thousand seven, the first. Cases are shipped to a grocer in Long Island in Europe, spend the next week on edge desperate for news about how Giovanni selling every day drags on forever then finally

The grocery store calls LUCA can't contain himself. Tell me: how did it so we sold out? We want another three hundred geishas, that's great, But but who's buying it, the same people are or different people watch it matter Different people are buying, it means they like the packaging. If it's the same thing Bullied, means they like the product and will keep buying it. Then I've got good news. The same people are buying it and they're telling their friends to buy it too encouraged Ukiah and his sales Chief Kyle Brian sit down to plan next steps. And you look is already aiming high. I want your body in big stories like shop right. Moscow, O Brien His head, hardly places, that charge sly fees paid and beyond their shells? We should start in specially stores that dont George slot fees and from there

No, no! No! I want your body to be available to all. Quality yogurt shouldn't be a privilege. How much are these slot fees? Well, us where market chain like shop right my charge north of one hundred thousand dollars. You can't afford it LUCA thanks for a moment, There must be away, and then it hits him week later and Hulu Kind, o Brien are in shop rights. New Jersey headquarters across the table. Shop rights by scoops and other spoonful of Giovanni into his mouth. This is good stuff. I, like you, packaging and the suggested retail price of a dollar twenty nine tells me a special without pricing amount like most craft branch, to carry it nor two hundred and eighty stores, so we're looking at a slot vii of a hundred and fifty thousand

Brian shoots Lucretia, and I told you so look: Hulu COM, turns to the buyer. We don't have that much money. We pay in yogurt. The buyer looks confused ass. Yogurt! Yes, PS until you ve sold enough to cover the fee happens. If your yogurt doesn't sell, we buy it back I thought you said you had no money, If you got no money in your yogurt doesn't sell them. How do I recover the slot, for you owe us then you get our factory the by stairs mouth a you Ukiah for a moment and then come is himself wow, all right, then we'll but Joe body on shelves for weeks later shop rights by your call. LUCA takes the car with o Brien. It aside, I got your speech

phone Kyle's. Here too, Maybe I don't know what kind of crap you put into those cops, but my God, we cannot keep them on our shelves. You're yogurt taught stuff. We need more pronto call LUCA turns you, o Brien, with a serious look on his face changes. Everything I know will be another big stores in no time. That's not what I mean The challenge was selling Giovanni, but it's. Snark Ok, I give up what is a challenge making enough If we're selling this fast, the big companies will notice is soon. We ve got but production before the big eyes grabbed the market from US from that moment on Argo Farms moves fast, asleep, accelerate it hikes production from ten to a hundred. In cases where we, then it borrows the money to expand the factories capacity. Fourfold

with its money tied up in the race to expand our go far My spine, low cost ways to spread the word about Giovanni it to social media, engaging with everyone who mentioned its brand next, it creates the show mobile truck at Rome, donation, handing out free Giovanni and that I will be your team soon discovers that Giovanni's appeal goes beyond the stereotypical yogurt eater its September. Twenty ten in Atlanta, people are lining up at that show Moby over free over the front as a woman and her pumped up thick neck boyfriend. After them, and takes her cup. Their server offers one to her boyfriend. Now, thanks. Yogurt women's food, you sure Giovanni's not like most yogi. It's got twice the protein and no fat really yeah who are we strain our yogurt, so it's got less sugar view

carbohydrates and more protein You sure you don't want to try it Gimme one by the time, the Your mobile finishes its coasts to Coast Tour Giovanni, taking the yogurt isles by storm by twenty eleven Argo Farms is producing a million cases a week. More than six hundred million cups of Giovanni a year that year. Bonnie claims eighteen percent of America's four point: three b billion dollar yogurt market its lightning. Fast rise leaves YO play and dantin scrambling to catch up. Today, Giovanni so well established that you look tired. Now runs an incubator, supporting small food startups, but small companies have been getting the jump on industry giants for years, sometimes edges novelty, but it can so be sheer persistence and that was the case with one of them.

S, known brands, honour Rick, lace,. Hey, I'm David Brown, host of business wars and, together with other topic, asters, I'm one of the hosts of Adele Technologies, small business, POD, France, a virtual conference via podcast the shares, advice and inspiration for small businesses during these, certain times, tuna, now Adele Technologies, POD, Ferenc DOT, com and check out tips and inspiration to help your business, and if you need tech advice del technique Jeez advisers will be happy to assist you in finding the right solutions for your business. it's late, eighteen, ninety, three and in Chicago a grocer is loading canned peaches aren't we shells

Where do you want a moment? Take your time Arthur the growth recognises that voice its William Wrigley Junior. He turned see the broad shouldered Wrigley standing with his thumbs halved into his waistcoat pocket Stu Wrigley pleasure to see you how's business go go In fact, I've got a new chewing gum to show you the grocer perks time, Wrigley Drop by you just created a gum called juicy fruit. Now is the most Peter Gummy cells, where Mr Wrigley offences. Good is juicy fruit. I've place in order Wrigley. Builds a five cent packet of gum from his waistcoat on the rat. Are the words weeklies Spearmint, the storekeeper looks crestfallen, no, no, not spear mad. I dont want spearmen gum. Time I stocks on the entire store wreaked of it spearmen Just to strong people, don't care for it. Wrigley unwrapped the packet

offers a stick to the grocer. My gums, different mother make spearmint leaves in with their chicken gum base. I don't I use a central oil which creates a mile brushing flavour just try. Jim really the grocer, takes the stick and pops it into his mouth. His eyes widened the coup crisp, minting sensation spread through his mouth. It's nothing likely overpowering. Spearmint gums he's tried before you This is different pleasant. Even still. I just don't think my customers will go for it. Wrigley doesn't flinch. He's got a proven method for nudging, doubtful retailers and placing orders premiums. Before you decide Let me tell you about the deal's I can offer. By one box for eighty five cents and I'll give you a high quality Iroquois hatchet periphery, there's more. If you buy

twelve boxes I'll give you a pure aluminum coffee, Perker later Wrigley sent, is the store keepers, resistance crumbling. As he always says, people can't resist getting something for nothing. If you want a real steal, a video vice sixty boxes of my gun for fifty dollars at in return, you, at a solid oak desk It's a wonderful desk with pigeonhole self, locking docks in compartments where your books, I use one myself, it Stu Lifetime and your queen ten dollars, profit on the gum, for you say moment, later, Wrigley leaves the store with fifty our order in the bag, but why is giveaways deliver sales, its inaction the way to sell five cent huge sure when takes the right premium. Winds over retailers sales boom when he gets IRAN

finds himself saddled with a warehouse pool of unwanted premiums and nursing a laws. So even as sales rise wriggles scraping by most of his money is locked up in warehouses bill with premiums. His office is still a cramped store room, and like most small business man he's a man. Of many hats he's not Thus the owner he's the chief salesman, the marketing director, the production manager, the bookkeeper Andy Packs, the boxes to over the next few years through sheer. Determination and hard work here, slowly makes headway. Trouble is Profits are razor, then the days small time gum makers can scrape by in peace or ending its spring eighteen, ninety nine and in an and in an restaurant, Charles Flint, is why

and dining Wrigley. Flints a Wall Street financier a champion for the best trend in business monopolies. He's already masterminded a mega merger of rubber companies to create? U S. Rubber now about to do the same for chewing gum by Chris. The American Chicken Company, he swore the wine and his glass and explains his plan to Wrigley. The top six chewing gum companies have already agreed to join the trust, You should sell your business to the trust as well. You have done a good job. I'm? U cashed in regulation. Back in his chair, thanks I'm not interested flits eyes narrow MR regularly. Let me speak plainly: It forms American Chico will be by far the biggest chewing gum company of all it will all the big brands and most of the factories, though

outside it stand not a chance. America, shackle will have all the benefits of monopoly status, efficiency control of raw material prices, no need spend excessively on advertising and the ability to extract maximum profit. Sir. This is your chance to become wealthy, missed Wrigley sees it Wrigley lights, a cigar and looks plant in the eyes well thanks for the invitation, but I prefer the new things my way very well, Mr Wrigley, it After all, your funeral in June eighteen, ninety nine flints mega merged, goes ahead soon. American chicken company, bearing down on its rivals it heads

Mexico and gains near total control of the chicken latex needed to make chewing gum It seems inevitable the whole doubts will fall, but Wrigley he's not going down without a fight and he's quietly amassed a hundred thousand dollar battle plan, wriggling plan to spend it on advertising next the four hundred thousand dollars american chicle, spends on advertising every year. Wrigley sad budget is small, but rig least not thinking National he puts all his chips on one place. New York City. That his gun market of all in nineteen o too. He bombards the five boroughs with posters or signs billboards in newspaper ads and new workers, egg or them all Wrigley. Add blitz

doesn't even register its nineteen o three LISA Chicago Boxing Club with a friend as they stand. On their gloves, Wrigley mentions his failed bid to break into the big apple is branded shocked. He should be One hundred grand in nineteen o three is equivalent to six million dollars. Today, I'm sorry. It's been so disastrous. Wrigley shrugs, I don't care broke before and I never lost a night's sleep over it. I want to save up and try again our I write a box in nineteen o six Wrigley thanks, another hundred thousand dollars in New York at blitz, but this time is now going after the big apple instead he's looking upstate to Buffalo.

Rochester and Syracuse. So the three cities are under siege everywhere. People go, Wrigley is brand haunts them. It hangs in store windows. It lurks in newspapers it rides with them on street cars and looked down on them from billboards, It's less a campaign of persuasion, a battering ram shattering all resistance and abstained New York, doesn't hold out for Long sales of Wrigley Spearmint Sore within months Wrigley amassed another quarter million dollars for another run at the Big Animal just as he's ready to launch disaster strikes its October, nineteen o seven and there turmoil on Wall Street. A botched attempted violate the market has sparked panic and banks are collapsing as the economy TAT

Wrigley Concerned Associates, gather in Chicago Mr regulate now is not the time to launch a campaign in New York other com or cancelling thereat. We should do the same. Wrigley shakes his head no, no, we press on it times people cling to small luxuries like chewing gum. Besides, How much our newspaper ranch now down to a quarter of what they were before. The panic. Wrigley smiles then I'll be getting a million dollar campaign for a quarter of the price. Soon after Wrigley ads blanket New York City. Also ensures retailers. Stock is gum by mailing them coupons for a free by of Wrigley Spearmint, so when Yorkers want gum, Wrigley, is always in easy reach. Within a year sales

Wrigley Spearmint Gross six to more than one million dollars a year, but rather than pocket the profit Lee, buys more adds which first fuel sales and he d it again and again. By nineteen. Eleven. The American shook a company is reeling, it thought it had the gun business locked up. Instead, Wrigley come from behind and turned Wrigley Spearmint into the nations favorite chew. Its winner, nineteen eleven and it really Chicago offices, a newspaper reporters a profile? America's new king of gum. Mr Wrigley, you now control sixty percent of market. What is this of your success over American Jekyll Wrigley smiles, simple advertising

You see the advertising is like a locomotive. You gotta, keep shovelling coal into the engine. Wants you stoking the fire goes out. Oh sure, train runs on its own momentum for a while, but it'll. Actually slow down, it'll come to a dead stop for me, I just never let that fire go out. From wondering this is business works. We hope you enjoy this episode and we invite you to subscribe on Apple podcast, Spotify, Google Pie, gas teacher. I heart radio, where every lesson of high casts there's a link, the episode notes, if you tapir swipe over the cover argue see some offers more sponsors, and we hope you will support our show by supporting them and hey. If you like, you heard it would be great if you give us a by star rating and tell your friends had a subscribe while you're at it. Another way

supporters is by going over two hundred dot com, slash survey and answer a few short question don't forget to tell us what business war stories you'd like to hear what about conversations in this episode. We can't know exactly what I said at the time, but the dialogue is based on our best research. I'm your host the brown trysting Donovan wrote this story. Karen Low is our senior producer and editor produced by Emily from sound designed by Kyle Random, our exit, Producers are Jenny, Lauer, Bagman and Martial Louis by or Non Lopez for wondering.