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Kenney's experience enables him to provide the proper product. "No one key works on all systems," he said. Since margins are small, "If you make two to four cents a key, you're doing well," he said. A mistake on 20,000 cards can wipe out any profit.
Kenney has grown from a bedroom operation to one employing nine people in a 7,500-sq.-ft. building with just under $1 million in sales by combining advertising with the access cards. Programs may include advertising for a specified length of time or for a specific number of cards. Although the cards are necessary for business, hotels would rather get them for free than pay for them, so Kenney began selling ad space on the back and providing the cards gratis to hotels.
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