When Matt Madison launched Madison's Produce Market in Glendale, his aim wasn't to grow big. His aim was to stay small and focused.

The shop has carved its niche in the past year, offering a unique selection of fresh produce, all certified organic and all locally grown.

The food market operates at the regional level instead of the national level that most chain supermarkets are at. "People don't realize that the impact of a dollar helps local farms," Mad-ison says. "Most big businesses and whatnot are good, but small-town farms charge much less." Madison passes on those savings.

Madison has built the business, in fact, on customers who are price savvy and enjoy finding unique products among the some 1,000 items he keeps in stock.

"The market is a throwback to the days when people used to buy their food on a daily basis," says Chris Kelsen, an assistant professor of business administration at Wilmington College who has employed Madison in his classroom as a case study in entrepreneurial success. "The store really focuses around an old-time theme."

Madison feels that value and convenience are two of the most vital aspects of his business. "If a customer wants something and mentions it to me while they are shopping, I try to have it in stock by the next week," he says. The market even extended its hours to please its local customers.

"Glendale really isn't a high-traffic area. The most we get is stroller and biking traffic," Madison says. The small-town atmosphere allows for people to frequent the market, which helps to build a sense of community.

"One of our biggest issues when we first started was knowing how to please the customer," Madison says. "When starting out a new business, it is hard to determine whether or not you are meeting your customers' expectations."

When Madison began running the market, he was pleasantly surprised to find that he knew more about the business than he'd originally thought. "There wasn't one big thing that I was unsure about when we started. It is a combination of little things like overstock and back-stock of inventory that can build into a bigger problem."

Madison keeps an eye on all these things, and this is what helps him stay ahead and out of financial trouble. "You just have to have a business plan and stick to it or learn to know when to modify it," Madison says. "Patience is also key."