When To Move Forward With That Catalog Idea

The founder of Marvelous Marv's Video Game Emporium was thinking things over

. His specialty was finding those unusual and hard to find games that so many people couldn't get their hands on. His secret was simply that he had an incredible network of contacts all around the world. He prided himself on the fact that he had built this network, and this gave him access to privately held collections that others just didn't have access to.

His biggest concern was simply that the foot traffic into his store, while strong, was only a small fraction of the business he thought he could ultimately do. He felt that he could build a business that had regional or even national potential.

He was ambitious, and wanted to push as far as he could go with it. He decided to call on someone he knew who might be in a position to advise him: a salesman at a full service printing company which happened to be located a block from their new location. He was called invited him over to talk over some ideas.

The salesman looked at their inventory and listened to Marvin's ideas and came to the conclusion that the best way for him to move forward would be with a catalog. A properly designed catalog could give readers a much wider selection to choose from. Moreover, if done correctly, it could protect his sources of videos. The amount of information included in the catalog would of course be controlled, and so no one would be able to detect his sources or go around him to buy directly.

The salesman pointed out that a catalog doesn't have to be five hundred pages in size. It can be fifty pages, or even twenty. The point is that you have to have some place to start, and you build on it. He furthered advised Marvin that, since confidentiality was a big part of his concern, he would probably want do a lot of the work himself, as well as using the services of a professional printing company. He could arrange for photography of the items that would go into the catalog. He would keep a file of each digital photo, and these will be sent to the printer for layout of the pages.

In short, the salesman showed Marvin that he could expand into a much larger area and yet keep firm control over all of his trade secrets. Satisfied with the initial effort, Marvin decided to place an order for five thousand catalogs. He developed mailing lists from his own records and acquired mailing lists from others. In time he had a vast mailing list and this, along with his growing web presence, became the basis for his business.

by: Johann Williamson

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