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some of the increase in profit comes from cultivating a whole new class of customers. women. the majority of women you know, do feel more comfortable talking to another woman about firearms. do you attract more female customers? i believe yes we do. but it s not only just because i m here. it s because my guys. i have a great staff here. they have their days when i would like to wring their necks. but-day have a great staff. and they listen to the women. theresa, diane s number two in the stonewall back office, agrees. every day you see more and more women coming in. you see whole families coming in. not, it s a lot different than what it was when i started here two years ago. you re going to shoot together? yes. you need anything? a box of shells. a box of shells, .38 specials. any time you add another ....
this is my first time here. i ll be coming back a lot. let s make a deal. first time, beginning of doing business, not the end. in good faith i ll charge you $4.40 and trust you to come back. i m looking for more like $4. i can t do it. cannot do it. what if we split the difference? you got a deal. hopefully i ll see you next week. we often talk about passion fuelli inling prepreneural effo but sometimes that s not enough. i traveled to colorado to meet a man who had to build a secondary whiz to meet his primary passion. he s surprised how they know support each other. it s a great day for a dog ....
and the third thing you have to do is know the person that you re buying from. you have to know if he s has a lot of product, he s got a little product. if he s sit ogen a lot, and you know he s sitting 0en a lot, he s probably going to be a lower price than somebody else. you re talking about knowing their supply, supply and demand. what about knowing them as a person? is that helpful? with any business, you know, the person, you know the guy on a daily basis. when you go into a negotiation, do you have a number in the back of your mind, that i m willing to pay or sell at x. you don t want to lose money. at all costs, you want to make as much money for your company as possible. you re going to try to maintain a certain number. how do you decide when to be tough and when to you nice? you bat those hazel eyes at me. you re going to get away with it ....
Sled ride reporter: if dan could choose to do one thing for life it would be this. almost a spiritual connection i have with the dogs and nature. reporter: this is the way he s felt since 1970 when his love of dog sledding compelled him to start krabloonik, a company which takes people on dog sledding rides. opening the business was a dream come true, but he knew that the sledding wouldn t pay for itself. the restaurant came about as a financial support system for the dogs. reporter: sounds a little crazy. support one financially risky dog sled rides with another financially risky business a restaurant. but that s what dan did. i was too young and dumb to know better when i started that. and i had a lot of energy. reporter: energy is what it took. dan not only created the idea for the restaurant, he built it himself. ....
while the logs were put in not only by myself but help by other people along the way. a lot of love when the went into this place. reporter: that was part of the plan. he could have supported the sledding doing something else but that would have been somewhere else. the restaurant made sense because i could do it here with the dogs. reporter: soon after it opened the restaurant starteded doing exactly what it was meant to do generate cash. the restaurant business, when we first started it, was highly successful, especially financially. reporter: dan attributes the success of the restaurant to the beautiful location and the unique menu which features local game, but he says it s in large part because of the dogs. there is a symbiotic relationship that s magical, if you will. reporter: the two businesses are dependent on one another, not just financially but for marketing as well. cowl the restaurant exist ....