Great marketing ideas seem obvious after they become successful. Such is case with this niche grocery store and what Global Marketing, Inc. terms "$2-Buck-Chuck" marketing phenomena.

Started by Joe Coulombe Trader Joe's has evolved into its present form over a number of years. Trader Joe's actually began in 1958 as a chain of convenience stores called "Pronto Markets" in Los Angeles area. In 1967 Joe Coulombe, wanted to expand stores' offerings and enhance their image. He doubled floor space and offered hard-to-find, boutique domestic and imported wines and gourmet food items at outstanding prices. He decked out stores with cedar plank walls and nautical décor and garbed Captain (the store manager), First Mate (the assistant manager) and CrewMembers in colorful Hawaiian shirts. "Trader Joe's" was born.

Today, 200 stores strong in 17 states, Trader Joe's has expanded to Arizona, Connecticut, Delaware, Illinois, Indiana, Maryland, Massachusetts, Michigan, Nevada, New Jersey, New York, Ohio, Oregon, Pennsylvania, Virginia and Washington. With annual sales of roughly $2.2 billion, this privately held firm is considered one of America's fastest growing companies.

Dan Bane is current Chairman and CEO of Trader Joe's. When Dan assumed this position in 2000 he was already a long-term employee of Trader Joe's. As president of Trader Joe's west he managed about 120 stores and supervised various operational, real estate and marketing elements for business.

When Dan became CEO he already knew he had one pressing problem. Trader Joes had grown into a significant leader in a smaller market of niche product offerings. To take Trader Joes to next level of growth he would have to find ways to expand his customer base.

Expanding his served markets would not be easy. Dan needed to find a marketing strategy that allowed his firm to retain their present customer base, while addressing and capturing portions of larger, albeit, more competitive market opportunity now served by biggies - Ralph's, Vons, Albertsons, etc.

Dan felt confident that Trader Joes proven business model would lay foundation of this strategy, but what would be catalyst that drives entry into this expanded market?

Success comes in a variety of ways. Sometimes it emanates from clever, well thought-out ideas, meticulously executed in market with just right amount of luck. And then there is coming together of forces, almost coincidentally, that meter out phenomenal success - such is case when Trader Joes and Fred Franzia of Bronco Winery came together in late 2002.

It turns out that as Dan Bane was looking for a growth strategy for his Trader Joes, Fred Franzia was looking for a new customer base where he could sell a high volume of ‘budget' wine.

So who is Fred Franzia? And what part does he play in this tale?

Fred is part owner and president of Bronco winery. Started in 1973 by brothers Fred and John Franzia and cousin Joe Franzia, Bronco has grown to be one of highest volume wineries in California. It has a wine storage capacity of 62 million gallons and can crush up to 60,000 tons per day.

Many would be internet entreprenuers have an idea for an online business, then spend weeks, months, or even years of frustration (not to mention expense) in trying to get things up and running. There is almost too much expert advice, too many helpful hints, and just one more whizzy piece of software that must be had to garauntee success! Let me tell you, there are some serious traps for well intentioned, thoughtful individual who wants to create their own, online, dream business that can ultimately become massive barriers to their success. If you want to avoid these pitfalls, then read on.

1. Lack of a clear plan

It's all too easy to fire up your computer without clear intentions, and find that after two or three hours of effort you have achieved nothing. Anyone serious about building an online business would be well served to hatch their business plan with PC switched off. The same basics of business found in offline world are just as relevent to internet, a fact often forgotten it seems. Try focusing on these common sense factors:

What am I trying to achieve here, and what are my business goals?

Specifically, what are returns I desire from effort I will put in?

Who are people that can help me to achieve this?

What have I got that they want, and how can it be provided?

Where can I find these people, online or offline?

How will I communicate with them?

Can I appear to be both knowledgeable and passionate about this?

This is really common sense, you'll agree. But you would be amazed at number of people seeking my help who cannot express their plans in detail, and, through this neglect, cannot focus themselves on key business building activities required. Your time online may well be limited by other commitments in early days, so use it well!

2. Confusion over target market

This is a problem I regularly come across in offline world, when consulting with clients from leisure and restaurant industries. It is very tempting, but completely impractical, to offer something for everyone. Any business needs to identify its core customers, and invest time in satisfying their needs. Your infant business will grow to maturity through finding hungry groups of customers, and satisfying them by solving their problems in a timely and cost effective way. The more you refine your understanding of your target (core) customers, better you will become at solving, and sometimes anticipating these needs. So..........

Where do they gather?

What do they read / listen to / talk about?

What are their common problems?

Do you have / can you develop a solution?

What might their future needs be?

Take time to think this through - because devil is in detail. Your aim should be to become dominant force in a well defined niche, respected expert in a topic that you should also find passion in. Get this right and you'll soon have people beating a path to your door, get it wrong and you'll wander in wilderness for a long time!

3. Lack of specialist skills:

Most people hide a small inner fear that others may be better equiped, more knowledgable, more confident than themselves - especially when they are starting out with something new. It's a natural response, an insecurity, that can become another barrier to success if not conquered at an early stage of your business career. It can also be said that every individual comes with their own, unique set of skills and experience that can be readily applied to any arena. So, what do you know?........what can you do?

Your hobbies & interests could provide a rich source of specialist knowledge.

Your offline work life, and relationships, are a priceless experience.

You may have a particular skill to teach, or inform others.

Could something from previous acedemic study be turned into a business opportunity?

Are you involved in charitable works that merit wider publicity?

Do you hold strong beliefs, on any topic, that others may want to share?

Really, there is a market or audience for virtually any topic you can think of, more specialised better, (and you have whole world to shoot at with an internet business!). Find your passion, and rewards will follow. Especially if you don't yet know what focus of your business will be (but you know you're going to do something!), make a list of all things that get you excited. Somewhere in there will be unexpeceted topic that could be your real winner, one thing you would do for free every day through sheer enjoyment. How many other people in world would share your passion!

4. Analysis Paralysis