Few companies, if any, survive the dreams of the kitchen table of its founders, especially in the outdoor industry where companies come and go with the change of seasons. However, the leader in the outdoor equipment business has done just that: he survived, grew and prospered from his simple beginnings to become the largest provider of mail order, retail and Internet equipment in the world.

Cabela's, the world's largest provider of hunting, fishing and outdoor equipment, was born somewhat unnoticed in 1961 when Dick Cabela devised a plan to sell fishing flies that he bought at a furniture show in Chicago. Upon returning to his home in Chappell, Nebraska, Dick posted a classified ad in the Casper newspaper, Wyoming, which read: "12 flies tied by hand for $ 1". A response was generated.

Undaunted, Dick formulated a new plan, rewriting the ad to read "FREE launch offer! 5 hand-tied flies ... 25¢ Postage ... Manipulation" and place it in national outdoor magazines. It was not long before the orders of athletes from all over the country arrived ...

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