My heart goes out to Mr. Steiner (Letters, August), who wrote about the difficulties he has had in getting acceptance for his company in Klamath Falls, Ore.

After nearly 10 years in Santa Fe, I've seen two businesses go up . . . and down. I'm working now on the third. I'd swear, too, in agreement with Mr. Steiner, that "businesspeople in this area, for the most part, have no desire to support newcomers. They seem to feel that you must be here 20 years first, then they will buy from you." I felt strongly that the local business community simply had little or no desire to support me in my efforts.

But I think for any businessperson, that approach -- a strongly emotional one -- masks too many other possibilities. First and foremost, nobody owes you support or success. That must be earned. And, in spite of my own failures, I know that if you're good, you will succeed. How well did Mr. Steiner survey Klamath Falls and learn its residents' needs before opening a label-making business five years ago? His needs are to sell labels. What are Klamath Falls's needs?

Although I share many gut feelings about trying to "break through," and the frustrations thereof, I strongly suspect that what's called for is a more introspective analysis.

The quality of life here in Santa Fe is every bit as good as Mr. Steiner claims for Klamath Falls. The difficulty in getting off the ground is, I'm convinced, no less severe. But the ancient shibboleth about "build a better mousetrap and the world will beat a path to your door" applies equally as well here, in Klamath Falls, or on the island of Rarotonga!

Published on: Nov 1, 1984