Ever wonder what it’s like to get your product onto the shelves of Wal-Mart stores? It could be big bucks but big headaches as the Wall Street Journal has been following the story of Pacific Writing Instruments Inc. The San Mateo, California based company is followed by the WSJ as they work to reach the holy grail of marketing achievements.

“For the past month, the creators of PenAgain, a wishbone-shaped writing instrument, have lived and breathed this mantra: 30-day trial, 500 stores, 85% product sell-through.

Meet those rough terms set by Wal-Mart Stores Inc., and PenAgain might one day sit next to Bic and Paper Mate inside the stores of the world’s largest retailer. Fail, and the 34-year-old entrepreneurs, Colin Roche and Bobby Ronsse, would be blowing the biggest break so far for their five-year-old product.

Now, the sales trial is over, the verdict is in … and the PenAgain will stay in Wal-Mart, at least for now. The retail giant has ordered more product for 150 U.S. stores in areas where trial sales were particularly robust. Now comes the next test: to see if PenAgain can survive the summer doldrums until back-to-school shoppers start flooding the stationery and office-supply aisles in August. If so, a larger reorder and distribution to more of Wal-Mart’s 6,500 stores around the globe might be in the offing.”