Press Release Services and Business News from Send2Press, a unit of Neotrope, established 1983
Press Release Writing and Distribution
  Send2Press Archive: 2000-2004 Neotrope®
Public Relations
Press Release Services and Media Relations
Send2Press® - Press Release Writing, Newswire Distribution, Press Release Optimization, Internet Marketing, Podcasting, SEO, Media Monitoring, Media Coaching, News Syndication, Book Marketing, Entertainment News, Web PR, and Media Relations since 1983   media relations
press release writing
Press Release Services and Business News from Send2Press, a unit of Neotrope, established 1983
» Ad Industry News
» Aerospace News
» Arts News
» Automobile News
» Biotech News
» Book News
» Business News
» Computer Industry News
» Construction News
» DotCom News
» eCommerce News
» Education News
» eMarketing News
» Entertainment News
» Employment News
» Energy News
» Family/Parenting News
» Fashion Industry News
» Fitness Industry News
» Food & Cooking News
» Graphics News
» Insurance News
» Interior Design News
» Internet News
» Investor News
» Manufacturing News
» Medical News
» Music News
» NonProfit News
» Peace/Ecology News
» Podcasting News
» Political News
» Real Estate News
» Religion News
» Retail News
» Security Solutions News
» Small Cap & OTC News
» Software Industry News
» Sports News
» Telecom News
» Travel Industry News
» TV & Cable News
» VoIP News
» US Newswires
» Business Profiles
» More News Channels
» Today's Headlines

Distribute your News with Send2Press® Press Release Services


Scuba News


Article Editor: Carly Zander

From Bricks to Clicks: How Scuba.Com Defied the Odds and Changed From a Retail Chain to an Online Powerhouse

Rancho Santa Margarita, Calif. - June 15, 2004 /Send2Press Newswire/ -- Business schools rebuke the practice. Countless books caution against this foolhardiness. And thousands of former dot-com executives know first-hand that it just won't work. So what prompted James and Melinda Herndon, the owners of a successful chain of scuba diving shops, to close their stores and evolve their business to an online operation called

After all, these were both smart, college-educated professionals who knew how to run a business, and had witnessed the dot-com meltdown that affected so many of their friends and neighbors. Was their decision-making process impaired due to staying underwater for too long?

To understand their motivation, we need to roll the clock back to 1995. The Herndon's were the married team that owned and managed virtually every aspect of the Discount Diver's Centers -- a chain of 8 retail stores located throughout California and Nevada. And while business was good, the hours were long and there was little time for life outside of work -- and certainly no time to start a family.

They took a long and hard look at the challenges and opportunities of moving their business from a retail operation, to strictly an online business. After weighing the pros and cons, projecting the potential profits from a web-based business, and comparing the significant labor intensity of running the retail stores to the seemingly more manageable time demands of an online operation, they decided to take the leap and move from the world of bricks to the world of clicks.

Of course, the big unknown was whether or not it would work. The experts all cautioned them against the move -- and once they pulled the plug on the stores, there would be no turning back.

They began working on their idea, modifying and refining the interfaces, features and graphics, until late into the night. At this point in time, it seemed to the Herndons that the new online business would consume just as much of their time as did the retail operation.

Complicating matters was Melinda's dream of having an online repository of information that would function as a help desk ­ holding the answer to virtually any customer question that could arise. Only long hours and extensive programming sessions would accomplish this goal.

Eventually their tenacity paid off and the website was officially launched in 1996. It was a smash hit from the very beginning. A virtual scuba instructor named Kotie functions as an online help desk, and has over 250,000 answers to virtually any scuba-related inquiry. Over 6,300 in-stock items provide a depth and selection that is unbeatable. And with live help from diving instructors who possess in-depth knowledge about the sport, has rapidly become a favorite site for tens of thousands of people looking for the right gear, with the right information, at the right price.

Today, has over 40,000 unique visitors each day, making it one of the highest rated sites in the industry. Revenues now far exceed those of the former retail operation, and continue to grow each year.

Yet despite this tremendous growth, the company founders have found a way to enjoy a personal life, and now take pleasure in seeing the colors and splendor of the undersea world through the eyes of their child. Yes, their new business model paid off in many ways.

For more information on, please visit the website at:

DotCom Business News is powered by DotComNewswire™

DISCLAIMER: the above article is believed accurate but not guaranteed, and is based on business news supplied by the organization mentioned and/or quoted in the story. The organization providing the news to Send2Press is solely responsible for its accuracy. Financial/Stock news may contain forward looking statements and public companies should be thoroughly researched before considering material investment. Neotrope/Send2Press makes no claims of accuracy or suitability for any purpose. Any opinions expressed by representatives of company(s) mentioned in news item are solely those of the person indicated, and do not reflect any opinion or policy of Neotrope/Send2Press. Your use of any information contained herein is done solely at your own risk, and you are fully responsible for using any information herein, or on sites mentioned or linked to in the article. All trademarks acknowledged.

News is Copr. © 2004 Neotrope/Send2Press. Reproduction of this news article in any form requires written authorization. You may freely link to this article, or republish the "news release" text version linked to above under "Journalist Tools" without restriction except websites must retain /Send2Press Newswire/ as the source. Sites which offer/sell PR services or newswire services may not reprint our content without express written permission.

Add Our News Headlines to Your Website Free
Free headline feed

Journalists & Editors
Choose your news by preferred topic(s).
Privacy protected.

Archived Releases

Most Recent Releases

Subscribe to RSS Feed

Top of Page | Home Page | E-mail This Article to Someone

Press Release Services from Send2Press
Learn More About Press Release Services & Business Promotion by Neotrope®
Online Newswire Service   |   Press Release Writing Service
business news
 Copr. © 1983-2014 Neotrope® — all rights reserved. Privacy/Legal Statements 
Press Release Writing
Business Press Release Services | Compare News Distribution Plans | Agency Program | How to Order
PR Services Add-on Options | Price List | SEO+PR™ Services | Press Release Writing | Publication Lists
Client Testimonials | About Us | Contact Us | Newswire Channels |
News About Send2Press | | RSS/XML Feed

Free News Articles