Anatomy of a Startup

The same density in 24 pages would yield only 125 products. By today’s standards, even at 250 products, this means he will be under-merchandised compared to industry norms.

Have the greatest number of products geared toward the female audience. Teen girls tend to buy more through the mail than teen boys. It also opens up female apparel lists that aren’t niche to this market, but which would have age select availability. For example, Mr. Hambleton could not mail the entire Victoria’s Secret file, but he may be able to target its teen female buyers.