Anatomy of a Startup

Hambleton sells surf-related apparel and accessories via two beach shops in Florida — Islanders in Fort Walton Beach and Pensacola Beach — and the Web at IslandSurf.com. His Internet sales have convinced him that selling remotely is a viable option for his merchandise offering. And so, like other e-commerce merchants before him (e.g., Amazon, eBay), Hambleton wants to launch a catalog that would drive sales to his site. He’s already enjoying results from his efforts in search engine marketing and affiliate programs. But would a print catalog give him the revenue lift he seeks?