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Getting coverage. Lets just focus on our customers and i think that set us free. The companys growth started relatively slow. Until the decision they made to offer a free version of the product. One of the First Companies to capitalize on the free model. We were at maybe 100,000 customers at a time and within a year we were at a million and within another year we were at 3 million. And they kept on growing. Today the company has 18 million customers and no surprise, the founders have gotten some tantalizing offers including one to buy the company for A Billion Dollars cash. And you said . I sa...

From his competitors who manufacture overseas. >> ben clark doesn't mince words. >> i want to win. f i want to own the market. i want to be the player and that's what's driving me. >> his fight is personal, backing down is not an option. >> i have everything wrapped up in the business. this is not a hobby. i've moved my family here and said we can make it in the cookie cutter business. the owner of ann clark limited, the largest manufacture of cookie cutters in the u.s. runs his company knowing that full way that for his brand to succeed someone else has to falter. >> every new business that's...

>> this rivally has had some tense moments. a one point the two businesses took legal action. >> we were now competing directly with our chinese competitor, so what did they do? they stopped labeling their product made in china. so we had to sue them to have them label their product made in china. >> cookie cutters don't carry the label. for ben, that's frustrating. >> customers look at our cookie cutter and ours says made the the u.s. all over it. the chinese competitor doesn't have to say anything. >> so even though ann clark sales now make up about 40% of the market locking up deals is even...

Celebrating the little victories in hopes of toppling the competition. >> mostly it's one store at a time. you know, our sales people will come in and say hey, sally's kitchen store in wherever has just converted from china to ann clark limited. it's one cookie cutter at a time. i'm here in chicago at the internet retailer convention and you cannot talk about internet retail or any retail without talking about amazon and that's why i've invited jeff cohen to come chat with us. good to see you. >> thank you for having me. >> i mean, thank you for coming to talk to us. you are an expert on selli...

>> ben's mother ann who founded the company in 1989 says her son brought a new dynamic to the business. >> i'm not a real competitive person. he is a really competitive person. >> for them it was a fun neat, y but i was like no, i need to grow this. >> nobody knew cookie cutters could be so cut throat. >> you see it as a fun family oriented product and it is but there's a reason we are where we are and it's mainly because ben is competitive. >> the number of people buying cookie cutters doesn't change which explains why ben wants a bigger piece of the pie. >> we assume the number of cutters so...