Anatomy of a Startup

Understand the costs for a typical test catalog. Assuming a test catalog of 48 pages, I’d recommend a test mailing of 100,000 catalogs spread among Internet buyers and at least 12 rental lists (15,000 people from its housefile and 85,000 from rented lists). These lists probably will have to come from magazines and broader market apparel lists, as it’s doubtful direct competitors will provide access.