Entrepreneur Press - Start Your Own Mail Order Business: Your Step-By-Step Guide to Success

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Table of Contents

Additional titles in Entrepreneurs Startup Series

Start Your Own

Arts and Crafts Business

Bar and Club

Bed & Breakfast

Business on eBay

Business Support Service

Car Wash

Child Care Service

Cleaning Service

Clothing Store

Coin-Operated Laundry

Consulting

e-Business

e-Learning Business

Event Planning Business

Executive Recruiting Service

Freight Brokerage Business

Gift Basket Service

Grant-Writing Business

Home Inspection Service

Import/Export Business

Information Consultant Business

Law Practice

Lawn Care Business

Mail Order Business

Medical Claims Billing Service

Personal Concierge Service

Personal Training Business

Pet-Sitting Business

Restaurant and Five Other Food Businesses

Self-Publishing Business

Seminar Production Business

Specialty Travel & Tour Business

Staffing Service

Successful Retail Business

Vending Business

Wedding Consultant Business

Wholesale Distribution Business

Preface

Youre holding this book, either in your hands, on your lap, or on your deskprobably dangerously near a spillable cup of coffeebecause youre one of those people who likes to live on the edge. Youre contemplating starting your own business.

This is one of the most exhilarating things you can do for yourself and your family. Its also one of the scariest. Owning your own business means youre the boss, the big wheel, the head cheese. You make the rules. You lay down the law. It also means you cant call in sick (especially when youre also the only employee), you cant let somebody else worry about making enough to cover payroll and expenses, and you cant defer that cranky client or intimidating IRS letter to a higher authority. Youre it.

Were assuming youve picked up this particular book on starting and running a mail order business for one or more of the following reasons:

You have a background in the mail order field.

Youre an avid fan of The Home Shopping Network, your mailbox is stuffed with tons of catalogs, and you think mail order would be a fun and exciting business.

You love shopping via the internet and want to share the fun.

You have a background in sales or distribution and feel that sales is sales, no matter what kind.

You have no background or fascination with any of the above but believe mail order is a hot opportunity and are willing to take a chance.

Which did you choose? (Didnt know it was a test, did you?)

Well, you can relax because there is no wrong answer. Any of these responses is entirely correct as long as you realize that they all involve a lot of learning and a lot of hard work. They can also result in having fun and a tremendous amount of personal and professional satisfaction.

Our goal here is to tell you everything you need to know to

decide whether a mail order business is the right business for you,

get your business started successfully,

keep your business running successfully, and

make friends and influence people. (Thats actually part of Chapters 10 and 11, which are about advertising and public relations.)

Weve interviewed lots of people out there on the front lines of the industryall around the country in order to include some of the details directly from the people who have been in the trenches, so to speak. Weve set aside places for them to tell their own stories and give their own hard-won advice and suggestions, a sort of virtual round-table discussion group, with you placed right in the thick of things. (For a listing of these successful business owners, see the Appendix.) Weve broken our chapters into manageable sections on every aspect of startup and operations. And weve left some space for your creativity to soar.

Weve packed our pages with helpful hints so that you can get up and running on your new venture as quickly as possible. And weve provided a resource section crammed with contacts and sources.

So sit back (dont spill that coffee!), start reading, and get ready to become a mail order pro.

Mail OrderMania

Mail order is one of the hottest industries right now. Its not newin fact, it can be traced back more than a century. But its in demand, by consumers and entrepreneurs alike. Why? Reasons abound, both personal and commercial.

This chapter explores the flourishing business of mail ordera sort of in-your-lap TV news magazine report without the commercials. Well delve into the steadily rising economic success of the field and dip into the secrets of Americas mail order industry.

Wish Fulfillment

Everybody loves to get something in the mailexcept, of course, those pesky bills. A letteror especially a packagedelivered to your door is like a birthday gift any time of the year. Its wish fulfillment. Even if the contents are something as mundane as kitchen towels or a car mat, that package makes you feel like youve received something special and exciting. So its no wonder that mail order is in demand.

The venerable Sears Roebuck catalog, a pioneer mail order piece, was dubbed The Wish Book because it gave people the power to choose whatever they wanted and have that wish granted simply by sending off an order form and a payment. Sears, however, was not the first mail order company.

Mail Orders Dad

The title of Father of Mail Order goes to Aaron Montgomery Ward, a savvy traveling salesman who, in 1872, decided that direct mail was a terrific way to get quality merchandise to rural Americans who frequently suffered at the mercy of substandard goods. The 28-year-old entrepreneur founded his companyand Americas shop-by-mail industrywith a single sheet of paper listing 163 products, the cornerstone of what would become the Montgomery Ward catalog.

Sears, Roebuck and Co., founded by former railway station agent Richard W. Sears and watchmaker Alvah C. Roebuck, came into being about 20 years later. By 1895, the Sears catalog weighed in at a hefty 532 pages, crammed with everything a shopper could want, from shoes and buggies to fishing tackle and furniture. A few years later, you could even buy a house from the Sears catalog.

Stat Fact

According to a recent report by the National Mail Order Association, annual U.S. mail order sales have topped the $415 billion mark.

Today, mail order is still an exciting, highdemand source of merchandise. The Direct Marketing Association (also known as the DMA) estimates that each year more than 200 million Americans order a product or service by phone, mail, or the internet.

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