Anatomy of a Startup

him over the hurdle. Even this amount leaves little room for error.

Plan the first catalog very carefully. It should contain at least 250 products and be at least 48 pages. As he gains sales history, successive catalogs should include more products and have higher page counts to house the increased product mix. It will cost the same postage to mail a 24-page book as it does 48 pages; and 250 products would average 5.2 products per page in a 48-page book.