George, in my view this post alone is worth the price of being on the Elite Fitness Select board. I'm sorry I missed out on so much over my extended vacation.
What I've seen in the last 1 1/2 years is a web site that has just gotten better and better, and with some solid business thought behind it. And that's why you are facing this issue of maintenance expenses; it's just grown and grown and with all the attendent expenses. What you have created in my view is a "dot.com," a sort of Excite@Home or Yahoo! of the fitness supplements industry.
Yet you've kept it lean and haven't tried to do all things for all people. That's one of the reasons so many dot.coms got themselves in deep, deep trouble: They didn't stick to their knitting and didn't keep their expenses in check. (hehe - see note at the end of this message).
I consider it laudable that you are actively seeking suggestions from those who value the content you have provided; brainstorming being a key component of any problem-solving process.
I'm with Iron Game regarding the double edged sword. And the other comments and suggestions have not only been intellectually stimulating to me, but indicate just how much thought you have put into it. .
Just a few things come to mind (I'll reserve my more wacky ideas):
1. Setting up a gear sale section might seem great, but it would be a dead end street for your business. You might be able to structure it in such a way (offshore or whatever) that keeps Mass Quantities clean - for a while at least, but I think you've already dismissed that notion. It's tough enough to sell non-AS supps with the FDA changing the rules and Marshalls serving you warrants for whatnot.
2. Your offices are just blocks away from the world's financial center. Have you considered a public offering in one form or another? Perhaps even a small, limited one? Even with the legal hassles, you might make megabucks and retire in the Bahamas.
Best regards, Dex
Strength and Honor.
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NOTE: An interesting comment on Reflex Communications, an MDU high speed Internet access startup that tanked, in a recent Seattle Times:
In some cases, dot-coms frittered money away on expensive office furniture, even golf clubs. Reflex Communications bought more than 90 custom-made desks and a wooden coffee table with the company's "R" logo inlaid on the top to outfit offices in Pioneer Square. It left $26
million in debts when it went bust in April.
Bazillion and iStart Ventures, which was supposed to "incubate" other dot-coms, spent $98,000 buying 140 Herman Miller Aeron office chairs at $700 a pop. The chairs were sold at an auction in April for as little as $325 each.