On the Web, Show Prospects You’re a Real Company; Not Simply a Fly-by-Night

Don L. Kotula

CEO + Founder

It’s B-to-B, but overall, it’s lacking a little. Northern Tool gets a B- .

Not Enough Info

The children’s toys cataloger HearthSong (www.HearthSong.com), which is division of 1-800-Flowers.com, doesn’t flaunt its considerably higher-profile owner — for better or for worse. It doesn’t hide this fact either, placing in small and very light type at the bottom of its home page “Our family of brands,” a list that also includes sister catalogs, 1-800-Flowers.com, Ambrosia Wine, Cheryl&Co., Fannie May, Plow & Hearth and The Popcorn Factory.