I wish you luck combatting the walmart shoppers. For christmas at my office we buy gifts for children. Someone bought a kid's bike from walmart. It sat next to my desk for a week and all the bike guys came around and looked at it.
The most disturbing thing about it was that the brakes didn't work. They couldn't. they were mounted crooked so the pads were just floating in air.
Then my neighbor's kid got a walmart bike too. It broke the first day. He brought it over to my husband to fix. What could he do? it was a piece of junk.

I am sure you will carve a nice niche with people that like customer service and want bikes that last for more than a week.