But many ventures simply partition markets based on what is identifiable and accessible via purchased customer lists, SIC codes, LinkedIn, Facebook, or the sheer number of cold calls.

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By matching the names or addresses of its customers with their SIC (business-category) codes, it discovered that a major portion were not contractors or homeowners--as it had long believed--but small businesses such as pizzerias, hair salons and bars, which either bought their maintenance supplies from Lowe's or wanted to refurbish their facilities themselves.

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