Anatomy of a Startup
Three catalog consultants give IslandSurf sound strategies for starting a catalog.
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Strategically assort the catalog to test merchandise. Push the private-label products to extract higher margins and reinforce the uniqueness of the brand. Limit brand-name products to those that fully support the brand, and secure advertising allowances to offset design costs. Start with a small test mailing with a duplicate remail. Such a strategy will help manage inventory flow and order volume through the fulfillment operations.
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