What if.... You could Fire Your Boss?

NORTH DALLAS - Twin brothers Dennis and Daniel Bloom knew they had a solid idea: An inexpensive program that would offer consumers deep discounts on prices for dental work. But the business partners couldn't find a way to market their new program.

They'd tried print advertising, direct mail, telemarketing. Nothing seemed to catch fire.

Then the Blooms looked at network marketing, also known as multilevel marketing. This is the strategy that made industry giants of two other Dallas companies, Mary Kay Cosmetics and Excel Communications.

The Blooms attended hundreds of "opportunity meetings" for scores of multilevel companies. And they came to two conclusions.

"One, it's the most dynamic system of marketing known to man," Dennis says. "Two, it's the most abused system of marketing known to man."

The Blooms decided to put their own spin on the multilevel system, redesigning it to offer their representatives more money at earlier stages. Seven years later, their company — AmeriPlan USA® Corp. has thousands selling its discount programs all across the nation.

The Blooms launched AmeriPlan® in April 1993 with just two IBO's, themselves. They took advantage of a rare Situation. Both Dennis and Daniel had daughters who worked as flight attendants for Southwest Airlines. That allowed Daniel and Dennis to fly for free.

"People ask us about our business plan for expansion," Daniel says. "I wish I could tell them we spend hundreds of thousands of dollars on consultants. But the truth is that we expand to wherever Southwest Airlines was flying."

The company has added a free vision program and a pharmaceutical program to the original package, and plans to add a chiropractic discount program this month.

AmeriPlan® has aligned itself with 30,000 dentists nationwide. It also works with the pharmaceutical arms of CVS, Target, Walgreen's and other major chains. For eye care, AmeriPlan® has agreements with major names such as Pearle Vision, Eyemasters and LensCrafters.

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