David has recently taken over the Johnson family business feed store. Due to a decrease in ranch customer sales and an increase in smaller lots with pets, which action would increase the sustainability of his business?

David has recently taken over the Johnson family business feed store. Due to a decrease in ranch customer sales and an increase in smaller lots with pets, which action would increase the sustainability of his business?

• A. Raise prices across the board
• B. Add a new line of products catering to traditional house pets
• C. Outsource marketing
• D. Close the pet line

Answer: (B)

Expanding what you sell to match how customers actually shop is how a small business stays viable over time. When ranch customers are buying less and households with pets are buying more, adding a line of traditional house pet products taps into a growing, repeat-purchase segment. It broadens the store’s appeal, encouraging bigger baskets and more frequent visits, and it leverages existing supplier relationships and know-how so the transition is smoother. This diversification reduces reliance on one customer group, spreading risk and boosting long-term sustainability. Raising prices across the board can push away price-conscious buyers and erode demand. Outsourcing marketing might help reach more customers, but it doesn’t address the fundamental shift in what people want to buy. Closing the pet line would remove a valuable revenue stream just when enough demand is rising, making the business more vulnerable.

Expanding what you sell to match how customers actually shop is how a small business stays viable over time. When ranch customers are buying less and households with pets are buying more, adding a line of traditional house pet products taps into a growing, repeat-purchase segment. It broadens the store’s appeal, encouraging bigger baskets and more frequent visits, and it leverages existing supplier relationships and know-how so the transition is smoother. This diversification reduces reliance on one customer group, spreading risk and boosting long-term sustainability.

Raising prices across the board can push away price-conscious buyers and erode demand. Outsourcing marketing might help reach more customers, but it doesn’t address the fundamental shift in what people want to buy. Closing the pet line would remove a valuable revenue stream just when enough demand is rising, making the business more vulnerable.