Having companies order online allows her to keep prices consistent. What the customer sees on the Website is the current price. The only exceptions are a few high volume customers who are told privately that they get a discount.
“We also get a lot of people who buy (online) that aren’t our customers,” said Ridenour. She has people ordering coffee from all over the country and ships product using UPS.
This year, she hired a search engine optimization (SEO) consultant to help Pine Mountain Springs rank higher in Internet searches for water, coffee service and other products. “There’s just too much I don’t know, too many other directions I’m running,” Ridenour said about her decision to hire a consultant.
In the end, Ridenour’s business strategy was straightforward: Recognize a good business opportunity when you see it (and recognize one you don’t want to invest in). Then use technology to make the service better. It’s a winning combination that’s kept her successful for 18 years.