Anatomy of a Startup

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He can be reached at (302) 537-0375, or by e-mail via his Web site: www.lettdirect.com.

Chuck Howard, president, Howard Consulting

Can IslandSurf create a successful catalog business? Following are the hurdles Mr. Hambleton will have to first overcome.