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Case Study: Ameriplan's Travel for Success.

Article Excerpt
The bad economy isn't necessarily bad news for all businesses. Network marketing firms tend to thrive during economic downturns, like Tupperware, Mary Kay, and Plano, TX-based Ameriplan, which sells access to a nationwide network of dentists, doctors, and vision care providers who offer members steep discounts. In business since 1992, Ameriplan differs from other health care firms in network marketing--also known as multilevel marketing--in that it sells access to services rather than the "pills, potions, and lotions" that many firms in the industry distribute, says Jim Hardin, vice president of sales for the company's Southeast Division. "We sell the opportunity to save money," Hardin says. Historically, economic downturns have been good times for multilevel marketing firms, in that people get tired of the corporate world and want to go into business for themselves. "Our products work best for people without insurance coverage," Hardin says, referring to the recent mass layoffs, today's costly group health plans, and the 47 million Americans currently without health coverage. "Many companies keep medical benefits but cut dental coverage" when cutting costs, he adds, noting, "dental care is our signature product." Ameriplan did not let the rhetoric by politicians and the media earlier this year shake its faith in incentives. In April, when insurance and financial firms were canceling incentive travel and meetings...

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