586% Sales Growth:
Lessons From Vitacost.com
By Margie Fisher

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Recently I spoke with the two men about what it took to create a three- time Inc. 500, dot com company. Here's what they said:

Fisher: "What has made your company so successful?"

Josephs: "When Wayne and I sat down to create the concept of Vitacost.com, we knew we had to stand out from the competition. So we decided to provide customers with the highest quality products at the lowest prices with a money-back guarantee. We also offered product reviews through lab analysis, as well as scientific information to explain the uses and benefits of each product."

Gorsek: "Basically, the customer is the CEO of this company. We answer to our customers - and we offer them what they want."

Fisher: "Dr. Josephs, I know you write a weekly e-mail newsletter with the newest study information. Are you overloading people with too much information?

Josephs: "Not at all. We have hundreds of thousands of subscribers, most of whom are customers as well, who sign up through our Web site. We've gotten hundreds of letters and e-mails from customers thanking us for the level and depth of health information we provide in the newsletter and on the Web site. In fact, it's one of our best marketing and education tools."

Fisher: "Speaking of marketing, I think that's something that Web Pro News readers would like to know about. What kind of marketing do you do?"

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