When I was in college I wrote a business plan for a bait and tackle shop. One thing that really helped me get a feel for what people wanted and essentially what they would spend their money on if the were to visit my shop came from a survey I created. I hung a ton of the surveys up at campus and had them place in my mailbox when completed. It really was a good/cheap way to get some feedback. But, all you really need is to talk to people. Get a feel for what they want and have it for them when they need it. If you do, they will come back again. Oh, and don't let Walmart scare you out of it. Just sell things they don't have and let me tell you, there are lots of fishing components and accessories they don't have. Remember, if they can't buy in bulk, they won't buy it at all. Start there. Good luck!