I thinks its a great idea. I wouldn't worry about walmart. They never have what you really need. M&M's will burn a hole right through your wallet and limited selection. I don't know what you call competition is around. The only one's I know of is M&M, Lanes, WalMart and Kenny's. The real competition is BassPro, but don't think that would hurt that much. Especially for the angler in need of quickly.