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V#7899;i nhi#7873;u doanh nh�n, nhu c#7847;u b#7913;c thi#7871;t c#7911;a b#7843;n th�n c� khi l#7841;i l� ngu#7891;n c#7843;m h#7913;ng cho nh#7919;ng � t#432;#7903;ng kinh doanh tuy#7879;t v#7901;i.











C� con b#7883; d#7883; #7913;ng th#7921;c ph#7849;m n#7863;ng n�n Jennifer Herskowitz m#7845;t kh�ng �t th#7901;i gian l#7885; m#7885; #7903; c�c c#7917;a h�ng th#432;c ph#7849;m, s#259;m soi nh�n m�c t#7915;ng s#7843;n ph#7849;m m#7897;t #273;#7875; ch#7885;n nh#7919;ng s#7843;n ph#7849;m an to�n cho con. M#417; #432;#7899;c c#7911;a c� l� t�m #273;#432;#7907;c m#7897;t sim tam hoa c#7917;a h�ng b�y b�n ri�ng c�c s#7843;n ph#7849;m kh�ng ch#7913;a ch#7845;t g�y di #7913;ng c� nh�n m�c r� r�ng.





N#259;m 2007, c� ngh#297; ra m#7897;t c�ch #273;#7875; gi#7843;i quy#7871;t nhu c#7847;u c#7911;a sim so dep m�nh #273;#7891;ng th#7901;i gi�p nh#7919;ng b� m#7865; c� c�ng ho�n c#7843;nh.





B#7887; ngh#7873; lu#7853;t s#432;, Herskowitz #273;#7913;ng ra m#7903; c#7917;a h�ng th#7921;c ph#7849;m kh�ng g�y d#7883; #7913;ng c#7911;a ch�nh m�nh. V� t#7915; khi khai tr#432;#417;ng cho #273;#7871;n nay, c#7917;a h�ng Allergy-Free Shop c#7911;a c� l�m #259;n ng�y m#7897;t ph�t #273;#7841;t, doanh thu m#7895;i n#259;m l#7841;i t#259;ng th�m.





C�n v#7899;i Michael Ziman, t#7915; khi c�n nh#7887;, anh #273;� m#7855;c ch#7913;ng kh� #273;#7885;c. Anh kh�ng th#7875; ti#7871;p thu #273;#432;#7907;c c�c b�i h#7885;c d#432;#7899;i d#7841;ng ch#7919; vi#7871;t m� ph#7843;i c� ai #273;� #273;#7885;c cho sim taxi m�nh nghe th� m#7899;i hi#7875;u. #272;#7875; theo k#7883;p b#7841;n b�, anh #273;� ph#7843;i ghi �m l#7841;i c�c b�i gi#7843;ng #273;#7875; nghe l#7841;i khi v#7873; nh�. �Chi#7871;n thu#7853;t� n�y #273;� #273;#432;#7907;c Ziman �p d#7909;ng cho #273;#7871;n c#7843; khi anh h#7885;c qu#7843;n tr#7883; kinh doanh #7903; tr#432;#7901;ng #273;#7841;i h#7885;c Michigan.









Sau n�y, khi sim gia re #273;� ra tr#432;#7901;ng, Ziman m#7899;i ph�t hi#7879;n ra nhi#7873;u ng#432;#7901;i kh�c c#361;ng r#417;i v�o ho�n c#7843;nh gi#7889;ng m�nh. Anh quy#7871;t #273;#7883;nh l�m g� #273;� #273;#7875; gi�p h#7885;.





N#259;m 2008, anh cho ra #273;#7901;i trang web ReadTheWords.com. T#7841;i #273;�y, ng#432;#7901;i d�ng c� th#7875; #273;#432;a m#7897;t v#259;n b#7843;n v�o v� nh#7853;n l#7841;i l� b�i #273;#7885;c v#7899;i gi#7885;ng r#7845;t th#7853;t.





Ziman cho bi#7871;t, ngo�i nh#7919;ng ng#432;#7901;i sim luc quy b#7883; ch#7913;ng kh� #273;#7885;c, trang web c#7911;a anh c�n h#432;#7899;ng #273;#7871;n nh#7919;ng ng#432;#7901;i d�ng y�u c�ng ngh#7879; cao mu#7889;n chuy#7875;n v#259;n b#7843;n th�nh file �m thanh v� l#432;u v�o iPod c#7911;a h#7885;.





ReadTheWords.com cung c#7845;p t�i kho#7843;n truy c#7853;p mi#7877;n ph� cho nh#7919;ng ng#432;#7901;i m#7899;i d�ng v� sau #273;� n�ng c#7845;p l�n th�nh g�i c� ph� v#7899;i m#7913;c #273;�ng 20 USD ho#7863;c 50 USD/n#259;m. Ch#432;a #273;#7847;y m#7897;t n#259;m sau, trang web b#7855;t #273;#7847;u ho�n v#7889;n v� c� l�i.





Ziman sim phong thuy b#7853;t m�: "N#7871;u b#7841;n c� nhu c#7847;u n�o #273;�, ai #273;� c#361;ng s#7869; c� nhu c#7847;u gi#7889;ng h#7879;t. Cung s#7869; g#7863;p c#7847;u khi b#7841;n nghi�n c#7913;u, t�m ra th#7883; tr#432;#7901;ng c�n b#7887; ng#7887; v� t#7841;o ra s#7843;n ph#7849;m ch#432;a t#7915;ng c� v#7899;i gi� c#7843; c#7841;nh tranh�.





Mike Lee l#7841;i kh�c. Anh v� v#7907; b#7883; m#7913;c ch#7913;ng b#7879;nh celiac � d#7883; #7913;ng v#7899;i ch#7845;t gluten trong th#7921;c ph#7849;m - v� #273;#7875; t#7891;n t#7841;i, h#7885; ph#7843;i thu#7897;c l�u nh#7919;ng m�n #259;n, s#7843;n ph#7849;m v� qu�n #259;n c� d�nh #273;#7871;n gluten.





N#259;m 2008, Lee n#7843;y ra � t#432;#7903;ng l�m m#7897;t trang web #273;#7875; gi�p nh#7919;ng ng#432;#7901;i b#7883; b#7879;nh celiac t#7921; ch#7871; bi#7871;n nh#7919;ng m�n #259;n kh�ng c� gluten.





Ch#432;a c#7847;n t�m hi#7875;u Lee c#361;ng #273;� bi#7871;t #273;�y l� s#7869; l� website #273;#7847;u ti�n v� ngay c#7843; v#7907; anh - l� m#7897;t cao th#7911; l#432;#7899;t web #273;#7891;ng th#7901;i l� m#7897;t y t� c� ngh#7873; - c#361;ng sim tam hoa kh�ng th#7875; t�m ra #273;#432;#7907;c nh#7919;ng n#7897;i dung n�y tr�n m#7841;ng.





Theo Lee, c� r#7845;t nhi#7873;u trang web #273;#432;a ra nh#7919;ng l#7901;i khuy�n b#7893; �ch d�nh cho nh#7919;ng ng#432;#7901;i b#7883; b#7879;nh celiac. Th#7871; nh#432;ng nh#7919;ng trang web #273;� ch#7881; d#7915;ng l#7841;i #7903; nh#7919;ng lo#7841;i th#7921;c ph#7849;m n�n #259;n v� kh�ng n�n #259;n ch#7913; kh�ng h#432;#7899;ng d#7851;n ng#432;#7901;i b#7879;nh c�ch ch#7871; bi#7871;n m�n #259;n kh�ng c� gluten.





Th�ng 9/2008, Lee khai tr#432;#417;ng trang web Gling.com v#7899;i c�c c�ng th#7913;c ch#7871; bi#7871;n m�n #259;n d�nh cho nh#7919;ng ng#432;#7901;i #259;n ki�ng gluten v� danh s�ch c�c s#7843;n ph#7849;m, c#7917;a h�ng, si�u th#7883;� cho #273;#7889;i t#432;#7907;ng n�y.





#272;#7875; #273;#7843;m b#7843;o trang web th�nh c�ng ngay t#7915; b#432;#7899;c #273;#7847;u, Lee #273;� ph#7843;i nghi�m t�c t�m hi#7875;u nhu c#7847;u c#7911;a nh#7919;ng ng#432;#7901;i b#7883; celiac v� trao #273;#7893;i v#7899;i nh#7919;ng bloggers #259;n ki�ng gluten. C� l�c, anh t#432;#7903;ng ch#7915;ng sim taxi ph#7843;i t#7915; b#7887; nh#7919;ng � t#432;#7903;ng y�u th�ch c#7911;a m�nh khi th#7845;y ch�ng kh�ng kh#7843; thi v#7873; m#7863;t kinh t#7871;.





Lee ti#7871;t l#7897;: �C�ng vi#7879;c kinh doanh t#7889;t nh#7845;t l� khi c� nh�n b#7841;n bi#7871;t r� v#7873; n� v� #273;am m� n�. Nhi#7873;u khi m#7885;i ng#432;#7901;i v� t�nh kh�ng nh#7853;n ra r#7857;ng ch�nh nh#7919;ng s#7903; th�ch v� #273;am m� c#7911;a m�nh l#7841;i c� th#7875; l�m n�n m#7897;t c#417; h#7897;i kinh doanh�.







C�n theo Herskowitz, h�ng c#7911;a c� kh�ng ph#7843;i l� xa x#7881; ph#7849;m v� ngay c#7843; �t ti#7873;n, ng#432;#7901;i ta v#7851;n c#7847;n ph#7843;i #259;n.





C�n #273;#7875; th�nh c�ng nh#432; hi#7879;n nay, #273;� l� v� c� #273;� h#432;#7899;ng #273;#7871;n nhu c#7847;u c#7911;a kh�ch h�ng. C� l#7847;n, m#7897;t kh�ch h�ng h#7887;i #273;#7871;n m#7897;t lo#7841;i b�nh s� c� la kh�ng ch#7913;a s#7919;a hay #273;#7853;u n�nh n#7857;m ngo�i 2.000 s#7843;n ph#7849;m b�y b�n trong c#7917;a h�ng c#7911;a Herskowitz. C� li#7873;n li�n l#7841;c v#7899;i c�c nh� s#7843;n xu#7845;t t#7915; �, �c #273;#7875; sim luc quy t�m ra b#7857;ng #273;#432;#7907;c s#7843;n ph#7849;m #273;�ng y�u c#7847;u c#7911;a kh�ch h�ng #273;�.





C� t�m s#7921;: �N#7871;u b#7841;n l#7853;p c�ng ty #273;#7875; ph#7909;c v#7909; nh�m kh�ch h�ng n�o #273;�, b#7841;n lu�n ph#7843;i quan t�m #273;#7871;n nh#7919;ng kh�ch h�ng #273;�. C� th#7875; t�i s#7869; kh�ng l�i n#7871;u nh#7853;p h�ng t#7915; t#7853;n � ho#7863;c �c nh#432;ng v� kh�ch h�ng, t�i v#7851;n c#7913; l�m.�





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