When Dell enrolled at the University of Texas, everyone wanted a PC, but they were sold at a hefty mark-up by the dealers. Dell assessed that people wanted low-cost machines to be custom-made for their needs, which were not readily available. He bought surplus stock at cost from dealers and added features to improve their performance. He sold computers at 15 percent off retail price. This helped him start his own business selling PCs to businesses, doctors’ offices and law firms.