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David Watha, owner of a Wireless Toyz store, shows Jarrod Williams information on some products. He plans to open three more stores, increasing his business by giving customers information and attention.
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Cell phone business builds on steady customer support

Diane Hires / Blade

Cell phone business builds on steady customer support

A self-described techno head bored with his family's meat business, David Watha considered various opportunities for cell phone franchises and spent six months working in Wireless Toyz's Ypsilanti, Mich., stores.

Not only is Mr. Watha a long-time friend of Joe Barbat, the founder and president of Wireless Toyz, he was impressed with the way the company assists its franchises and deals with customers.

So Mr. Watha bought the Wireless Toyz franchise in Toledo nearly three years ago through the Toledo-based company he heads, Watha Investments Inc., and has increased sales tenfold. Customers at the Secor Road store can shop for cell phones, accessories, and service plans from major providers - and get their questions answered.

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"They come in here and compare," Mr. Watha said. "Someone might be confused by Verizon and Sprint. We put the plans right in front of them."

He added: "I'm not just selling you a phone."

Mr. Watha said he plans to open three more Wireless Toyz stores in metro Toledo this year, a move that should push annual sales to $1 million and increase its payroll from five to 40 employees. Locations are being finalized, he said.

"Everyone knows cell phone stores come and go," he said. "We're here to stay."

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A customer for about three years, Nick Neko said Wireless Toyz is very customer-friendly. Mr. Neko, owner of NCM Enterprises Sand and Stone in Swanton, said he has seven cell phones for his business through Wireless Toyz.

"David's an easy guy to get along with," he said. "Anything I want to get done, he gets done for us. There's no ifs, ands, or buts."

The Wireless Toyz franchise has about 6,000 customers, Mr. Watha said. Cell phones with cameras are a big seller, and the next trend in the industry will be wireless networking, he said.

"Of course, we're going to be there, every step of the way," he said.

Mr. Watha is president of Watha Investments, which also owns a meat market in Detroit. The meat business has been a family venture for 32 years, but Mr. Watha wasn't cut out for it.

"I basically just got tired of the meat business," he said. "It wasn't fast-paced enough for me."

Contact Julie M. McKinnon at: jmckinnon@theblade.com or 419-724-6087.

Small Business Profile is a weekly feature on local companies. To be considered, send information about your company to Small Business Profiles, Business News, The Blade, P.O. Box 921, Toledo, Ohio 43697-0921.

First Published March 7, 2005, 1:22 p.m.

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David Watha, owner of a Wireless Toyz store, shows Jarrod Williams information on some products. He plans to open three more stores, increasing his business by giving customers information and attention.  (Diane Hires / Blade)
Diane Hires / Blade
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