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  There is still plenty of money to be made in the amusements industry. What was true in the "good old days" 30, 40 or 50 years ago is still true today: operators, distributors and manufacturers can start with practically nothing (just enough money for a couple of used machines) ... and, if they work hard and work smart, aggressively taking advantage of their opportunities, they can grow a substantial and highly profitable business.

An important business mentor once told me, "Remember, if you're out there in the market, you will get some opportunities simply because you exist." I have found this to be true. If people know that you're in the industry, at least some potential customers will come knocking on your door.

Even if they don't, opportunities will present themselves to those who are paying attention. You don't have to wake up at three o'clock in the morning with a radical, off-the-charts new-fangled idea. All you have to do is keep attuned to the possibilities that pop up before your eyes, in the routine course of your day.

For example: suppose you're a street operator. On a regular visit to a location, you ask the owner or manager, "How's business?" Nine times out of 10, the location owner will complain about one or more of his suppliers (the people who sell him everything from napkins to alarm systems). He will grumble, "They just raised their prices again and their product or service is poor."

You may not realize it, but opportunity has just knocked on your door -- very loud. When you get back to your office, take an hour to check with several similar locations on your route. Find out if they have the same problem. Some of your other location owners undoubtedly will voice the same complaint.

Then you can spend a second hour researching the local market for that particular service or product. Learn who provides the best product on the market. Research prices, packages and options.

Next, spend a third hour visiting that top supplier (of alarm systems, napkins, or whatever). Make him a proposal: "Mr. Supplier, if you give me a commission, I will bring you half a dozen good locations as brand new customers ... with me, their amusements operator, as your subcontractor or distributor."

Naturally, the more potential customers (locations) you have on your list, the better deal you can get from the supplier.

Finally, you take the step where it all pays off. Go back to those complaining locations. Offer to replace their substandard old product or service with the best in town, at very attractive rates.

Not every location will say yes, but I guarantee some of them will. Even if the price that you offer is just marginally better than what your locations are paying now, some locations will switch simply because they know and they trust your service record. Others will switch because they know that provider has a good reputation.

Congratulations. You have just launched a profitable new line for your street route. Best of all, it can often be financed 100% by your locations or by the service provider. If you work it right, you may not have to spend a dime of your own money. You simply have to invest a couple of hours and a bit of sweat equity.

Several leading amusement routes around the U.S. have used this tactic to build up "side businesses" that eventually become at least as big and profitable as their "main business" of amusement and music operations. When their game and music income dips (which happens sometimes), these diversified operators have other income streams to rely upon. This strategy works for restaurant supplies, security services, bottled water, location furniture and furnishings, you name it.

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