GREATER PROFITS FOR EVERY BUSINESS 21 5 
pay for himself, his family, and his automobile, and what he 
willingly pays in these camps per day. Then we should 
unquestionably find that quarters very much better than 
tourist camps can be provided at these prices. As soon as 
this is definitely known, hotels will be built to provide sleep- 
ing accommodations, restaurants, and garages which, at 
prices fitted to this cheapest full-line trade. will be distinctly 
profitable. 
Similarly, great profits await the men who will take board- 
ing houses along highways all over the country, put them into 
chains with standardized prices, standardized cleanliness, 
and so on. Such establishments, developed on the right 
level of service, probably nationally advertised, and certainly 
identified just as definitely as the Atlantic and Pacific Stores 
or United Cigar Stores, could take over the lion’s share of 
the business that now goes to indiscriminate establishments 
with nothing to recommend them but the sign, Tourists 
Accommodated. Here again, of course, the standards would 
be set according to what could conceivably be provided at 
the prices that the great bulk of tourists could pay—the 
mass levels of greatest consumer demand. 
If any of these proposed applications of the Model Stock 
Plan to lines far removed from selling merchandise in retail 
stores strikes you as far-fetched or improbable, let us look 
at two prophecies from the last chapter of my earlier book 
about the Model Stock Plan,! in the light of changes that 
have occurred during the intervening five years. When 
that book was written, those two predictions were based 
on economic trends no more tangible than those now evident 
in the steamship, railroad, and hotel fields. At that time 
I said: “It is possible, and I think eventually it will happen, 
that other chains will be organized to sell goods at some other 
full-line price . . . The gg-cent stores once were very 
successful. They could handle certain kinds and grades of 
merchandise that are too high in price to be sold at all in 
the strictly five- and ten-cent stores.” Only five years have 
1 FrienE, EDWARD A., “More Profits from Merchandising,” McGraw-Hill 
Book Company, Inc., New York, 1925. 
80. cit.. D. 148.