Times are changing and every solo business owner needs to design his little company in a way that it can be globally competitive.
Before the Internet, it was often sufficient that a small business only worried about the competition in the local community.
You owned a gift shop and your customer pool was everyone within walking distance, easy driving distance, probably within the radius of your community and maybe a few other small towns within 25 miles.
If you could compete with the other gift sellers locally you probably did OK! Folks knew who you were, what you had to offer, and that they would find what they needed in your shop at a reasonable price.
