Launching a Maternity Catalog In Print and Online

The Catalog Launch Challenge

While the launch of the Web site required Web design and technical skill to translate the brand image to the Web, the move to creating the catalog was more akin to starting a new business.

First, Jennifer Noonan, founder and CEO of Naissance, developed a separate business plan for the catalog. She recognized that her biggest problem in building a catalog business was the never-ending requirement of prospecting and converting buyers.