Computerize your gun store?

RELATED ARTICLE: GETTING STARTED

"How to become more efficient."

Some of the questions John Cacciola poses are answered by 31-year-old Tom Penney, of Robbinsdale, Minn. Penney heads the computer operations of W.H. Penney Co., which does business as a two-store retailer and Internet catalog store called Bill's Gun Shop. He also runs Aurora Communications, a firm that designs and manages Internet web sites for firms both in and out of the shooting industry.

Don't confuse Penney with the stereotypical computer geek -someone who speaks a different language when not repairing his horn-rimmed eyeglasses with Band-Aids. The easy-going businessman joined his dad's gun business right out of college, and brought full-blown computerization to the business in 1991.

"I believe computers make us more efficient and that's why we expanded their use in our stores. We'd never go back," said Penney.

Before bringing in their system, Bill's Gun Shop locations in Robbinsdale and Lillydale, 20 miles apart, used a stand-alone (see Glossary Of Terms) computer. "It was a primitive DOS machine that did our Bound Book requirements stipulated by ATF," said Penney. "Even that was more efficient than doing the reporting by hand, and it was approved by ATF."

For retailers new to computers, ATF requires approval of your hard. ware and software. "You send them a letter and they will send a representative out to inspect your setup," said Penney. "He explains the ATF requirements, such as daily backup of data, 4473 forms, FFL numbers, serial numbers, etc. You then get a letter of approval from ATF."