Dollinger index

by progressing up and down the aisles

pulling items called for in the order. Product

is stocked from the backside of the shelves

(the alleys) so that workers stocking product

do not interfere with workers filling orders.

As orders are retrieved, they are placed in

cardboard cartons, sealed (shrink-wrapped),

labeled, and shipped by common carrier to

customers’ locations. Machinery used in

these operations consists of a counter/colla-

tor and a shrink-wrap oven.

An office staff of approximately 12 is

maintained for accounting, purchasing, cred-

it, marketing, and customer service func-

tions.

Although the vast majority of sales are

wholesale, a small showroom/retail outlet is

operated at the front of the building for

walk-in traffic. The receptionist performs

office duties from the sales counter, and rings

up the sales.

RECENT AND CURRENT

DEVELOPMENTS

Spafford has remained very involved in prod-

uct development, and many of her ideas

come, as they always have, from her cus-

tomers. Greeting cards are still a significant

part of Suzy’s Zoo sales. The Suzy’s Zoo line

has expanded to include almost anything that

can be imprinted with an image of an animal

and is in keeping with the company’s values.

This has been accomplished with licensing

agreements.

Licensing allowed Suzy’s Zoo to penetrate

new markets that it could not enter in other

ways, without assuming much of the risk.

488 ENTREPRENEURSHIP CASE

EXHIBIT 4 Suzy’s Zoo: Warehouse and Order Assembly Plant Layout