Superchops 4 Bass series
Beaver is the master of his merchandising domain. He is seen here with instructional tapes, CDs, videos, and books from his "Superchops 4 Bass" series, which he began self-producing and distributing in 1986. The original series included 22 audio tapes, 7 videos, 8 CD/book lessons, which he marketed through advertising in such publications as Guitar Magazine (early ad, original "brochure"). At that time, there was a limited selection of such bass playing instructional materials. Beaver Felton was one the the pioneers of this retail segment. Even as the market became oversaturated with such product, Superchops 4 Bass remained a top seller.

Within a year, the successful instructional series was being distributed by segment giant Hotlicks (the sourcebook), and instructional videos were added to the line.

In addition, Beaver created an eight-book/CD series for Hal Leonard, shown below.

Bass Central
In 1996, Bass Central was born. Solely owned and operated (with the help of 6 dedicated employees) by Beaver Felton, the retail business sells boutique bass guitars, amps, and bass guitar accessories. While the business does have a physical storefront, in Casselberry, Florida, much of the company's business is transacted through internet and phone orders to customers worldwide. (See BassCentral.com.) The successful small business has few competitors. Last year, Bass Central sold some ______ bass guitars alone. The company is the number one retailer of several bass guitars: ____, _____, _____.

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