So You Want to Start a Catalog

”We’ve done lots of research. We’ve built a business plan and sales projections. And we’ve saved enough for the initial investment.”

A good start, I thought. These folks have a realistic plan. They’ve got a chance for the stars in their eyes to become real.

In working with startups, I’ve noticed that success often begins with some leverage that delivers profitability in an easier, cheaper and faster fashion, such as a pre-existing mailing list of store customers, exclusive designs or great margins, if they’re the product manufacturer. I was hoping Mary and Joe, with their careful planning and research, also had a lever.