Ingredients for a Catalog Startup
Fairytale has been online since 1995. Company executives snatched the brownies.com name early on, and the cataloger now owns 13 or 14 domain names. “We didn’t have a big call center at the time,” recalls Spitalny, “and on the Web we could be up and running overnight for just a few thousand dollars.”
Keep studying the big guys. To maintain the company’s growth, Spitalny plans to keep doing something she’s done since the beginning: learn from practices done by larger companies. “When you’re starting out, it’s smart to get on the mailing lists of the companies you want to be like someday. It’ll give you ideas and inspiration. Call and request their catalogs. Do the same with e-mail.
“We always wanted our own catalog to be as good as the big guys’, so we kept working on it until we got it right.”
Alicia Orr Suman is executive editor of Catalog Success magazine.