Anatomy of a Startup

Chuck Howard is a consultant specializing in strategic catalog planning with a heavy emphasis on merchandising, marketing and catalog production. Contact him at (301) 309-6700, or e-mail: howardconsulting@aol.com.

John Kinsella, president, Kinsella Partners

Fortunately, IslandSurf is operating from a position of success. The key is to leverage its strengths to reinforce the brand, extend into a new channel and increase profits — all without derailing the existing organization. Following are my recommendations for Mr. Hambleton.