Square's sales pitch has largely been based on the ease of plucking its mobile card reader of a retail store's shelf and suddenly being able to accept swiped card payments. But for some merchants, it hasn't been so easy.

Square's new "Business in a Box" product, which starts at $299, aims to attract the merchants that have more complex needs.  It bundles in items such as a cash drawer and a receipt printer, which merchants would otherwise have to purchase separately.

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