A Chat With March's Profile, Jason Blake, founder/president, The Pond Guy, Inc.

A couple of years ago I met up with Tom Beddows, a consultant in the industry. He's a circulation manager — he understands cataloging. That really changed my business. It went from 6,000 customers to 25,000 customers in the course of just 12 months with being able to dip into co-ops, get lists and do different things. One of our struggles still today though is to find those lists. With our business, it's so niche, that once you find a customer they become great lifetime customers, but they're hard to find.