Catalog Doctor: More Than a Look-Alike

A team of entrepreneurs were looking around for investment opportunities and noticed a catalog product category that was growing fast. So they started a catalog with the specific “strategy” of copying the leading competitor. They sourced identical products and sold at about the same prices.

But those entrepreneurs were always behind the curve since early adopters had already purchased from the market leader. They also never had any unique products to offer because, unlike the market leader, this copycat team wasn’t on a mission to improve its customers’ lives with perfect products.