Catalog Start-ups: What You Need to Know

Questions to Answer

It’s difficult to start a catalog from scratch these days because there’s no housefile to leverage, and response rates to outside lists are lower. It takes a long time and a sizeable investment to grow a housefile to the point of breakeven. Most entrepreneurs underestimate how long it will take and how much money they’ll need to reach profitability. I ask would-be entrepreneurs the following questions: