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Taking a different strategy with 2-cm counters: with a business degree and experience working with a company dealing in the Miami market, the owner of Old World Marble & Granite, Inc. of Naples, FL, was confident to start his own company and sell 2-cm countertops in a 3-cm market.

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Marc Beaudet of Old World Marble & Granite, Inc. in Naples, FL, has taken a different approach than his local competitors to selling stone countertops in the area. While Naples is typically a 3-cm market, Beaudet's company primarily works with 2-cm slabs. His previous experience in the industry allows him to explain to his upscale clients the benefits of using a slightly thinner material with a laminated edge. And in the nine years that Old World Marble & Granite has been in business, his efforts have proven successful.

"I kind of have a different strategy down here, and I made it work for me," said Beaudet. "Naples is a very high-end market. There are so many millionaires here. I always felt that 2-cm laminated [slabs] are a better product, and I have been able to sell that. They require more skill."

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Beaudet worked for a stone fabrication operation locally before starting his company in 1998. "I had actually been working as a vice president at another company in town," he said. "I have a business degree, and I always had dreams of having my own business. After five years, the time had come to venture out on my own."

According to Beaudet, his previous company specialized in 2-cm countertops. "I learned in a 2-cm market, because the company I worked for had a sister shop in the Miami area," he said. "The Miami market is 2 cm, and even though we are right across the state...

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