Ingredients for a Catalog Startup

Opportunities await. Spitalny knows that a lot of opportunity exists in the corporate business. Key to stepping up the company’s b-to-b effort is finding the right person to head corporate sales. “We need a dedicated person in charge of that effort.”

Fairytale’s initial attempt at business-focused marketing will consist of a catalog featuring a separate cover depicting custom boxes, and on the back of that cover, information on volume discounts for corporate customers. The guts of the catalog will be the same as the consumer book. In the next one to two years, Spitalny hopes to have a separate business catalog and to be growing that business segment. “We always knew it was there,” she says. “It was just finding the right time to explore it.”