Business PRESENTING APPLEGATE SQUARE SHOPPING CENTER Located on the southwest corner of Northwestern Highway and Inkster Road in Southfield, MI FULL REAL ESTATE SERVICES MARKET FACT Tewish News readers possess income and investment profiles similar to The Wall Street J Journal. Reach the area's most desirable audience... right in their own homes! The Jewish News Wall Street Journal Midwest Region Household Income $100,000 + 35% 35% Net Worth $1 million + 20% 18 0/0 Own Certificates of Deposit 47% 47% Own Government Bonds 21% 26% Sources: 1993 Simmons-Jewish News Study; Wall Street Journal Subscriber Study THE JEWISH NEWS B20 HOW'S BUSINESS page 19 time. It's a vestige of the way businesses used to look from days gone by. With that as a backdrop, Mr. Chudnow borrows the business lessons he learned from his par- ents, Mandel and Toby, to run his modern business into the next century. The biggest lesson: per- sonal service for each customer. That's what keeps Mr. Chud- now's outlook optimistic as he competes with the area's office superstores. "The small business of today has a struggle on its hands," he said. "The value of a small busi- ness is based on the service you can offer. A superstore has prod- ucts, but not the service." Mr. Chudnow can equip an of- fice from phones to computers to furniture. "Again, business can be a struggle," he continued. "There's plenty of business out there if we don't mind not covering our bot- tom line. The superstores are giv- ing it away, yet they don't have a knowledgeable sales staff." Mr. Chudnow also keeps ex- penses down by purchasing close- out and overstock merchandise. He also has a variety of colors and styles, instead of gray or black, to offer. Better Business Equipment started in 1956 when Mandel Chudnow opened his typewriter business. It became a furniture house in 1964. In 1984, the firm started selling office furniture. Two years later, computers were added and then, in 1989, the phone segment started. The future of this business? "It will probably be all elec- tronics on line, no more show- room," Mr. Chudnow said. "You won't be able to see what you are buying in advance. It will come from a warehouse. Having 1,000 chairs and 500 desks in the store like we do now will be a thing of the past. 0 Financing Deal Is A First Israel's Bank Hapo'alim has signed a financing deal with the Bank of China. The agreement was signed to finance China's purchase of $4.5 million worth of medical equip- ment from Mennen Medical, an Israeli-based company. Bank Hapoalim is the first Is- raeli bank to sign an agreement of this kind with China. 'Israel Week' In South Korea South Korean retail chain Shin- segae has ordered $2.5 million in Israeli-made goods for its "Israel Week," which will be held at the chain's six outlets in May.