There’s no better place to comparison shop than on the Internet. It grants consumers the greatest amount of access to discounts, coupons, and special promotions — regardless of whether the purchasing is ultimately done online or offline.

Gina Bassman, of Detroit, Michigan, has been an Internet bargain hunter for years. Disappointed with confusing web sites that claimed to offer consumers substantial savings, she wanted to create an easy-to-navigate web site that would allow visitors to quickly locate bargains. There was just one problem: Gina didn’t know anything about building a web site.

 “In order to achieve my goals, I taught myself web construction and design,” recalls the former financial officer for the Detroit Lions. “I read several books, and I visited web sites related to the subject.”

Once Gina got the hang of it, she built a web site for her business, Gonicofish.com. The company name was inspired by her son’s nickname, Nico. She pictured someone “fishing” for bargains at her web site and catching great deals. She came up with the slogan, “Go, Nico. Fish!”

At Gonicofish.com, visitors can search for bargains by store, specific item, or category. Once a consumer selects an item, he or she is re-directed to the store’s web site and given a coupon code that offers extra savings, and, sometimes, free shipping. “It’s a thrill to me to be able to help customers save money,” says Gina.

Gina generates revenue, not through advertising, but rather by earning a percentage of gross sales generated for each merchant partner listed on her web site. Her commission varies; on average, it’s somewhere between 5 and 8 percent of gross sales. “Our company’s overhead costs are low,” reports Gina. “Therefore, we have been able to operate at a profit since the inception of Gonicofish.com.”   
 
Gina partners with over 1,000 stores on her web site, ranging from small specialty boutiques to big chains like Best Buy and Target. “We are a family-friendly site,” says Gina. “We work only with established companies, and we look for companies which offer quality service and products. Our merchants share our policy of providing unparalleled value and service to our customers.” HBM

Previously published in the June 2007 issue of HOME BUSINESS® Magazine, an international publication for the growing and dynamic home-based market. Available on newsstands, in bookstores and chain stores, and via subscriptions ($15.00 for 1 year, six issues). Visit www.homebusinessmag.com