Anatomy of a Startup

Start capturing the names and addresses of retail customers. While recognizing that retail customers may not be mail order (or Internet) catalog buyers, they still represent potential. Encourage them to fill out a card to be added to the mailing list.

Install mail order software. Invest in an off-the-shelf mail order package that can help process orders quickly, control inventory and run the business more efficiently. Having the right software also will enable the merchant to capture marketing and merchandise data critical to its business.