How to Snare Divers? Use the Net

Dallas scuba-shop owner Larry Dague talks about the technology that has transformed his outfit and boosted revenues tenfold

In the scramble to make ends meet, sell new product, and manage employees, many entrepreneurs are too exhausted to recognize the goldmines right under their noses. That's what nearly happened to Larry Dague, the owner of ScubaToys, a Dallas dive shop he opened in 1997. It wasn't until he was sitting on a beach in the Cayman Islands that he realized his customers might be his best assets. Dague, 44, talked recently to Smart Answers columnist Karen E. Klein.

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