Tell us a little about your business.
I run an online bookstore that specializes in high-quality children's and parenting books.

Why did you decide to start your own business?
I've always wanted to start a business, but other than scientific consulting, I could never figure out what unique thing I had to offer.

How did you get started?
With a lot of research and reading, online and off. I had a small amount of capital available and a chance for a break from my regular job, so I sent for it. I read every book I could on internet businesses and the future, including one that listed children's book sales as a definite dead loser! But I found that short-sighted. While it's true that most of the millions of people online may not be there to buy children's books, I don't need a market of millions. But I did determine that there was a potential market there first.

What makes your company unique?
We're the only site like this in the world. Every book that we feature is recommended and reviewed by us. This is exactly the opposite marketing approach that most other online stores have taken, where the goal is to offer everything available. I think that consumers want choice, but that they want intelligent choice. I see myself as a type of consultant, helping people find that "just right" book.

Were any special skills/training required? Where did you get this training/experience?
I had to learn about the book-buying business and industry, about the internet and databases, and about finance, management, etc. All but the first I had learned in my 10 years as director of an academic research facility. I was already very familiar with budgeting and finance, I had done lots of writing, and I was an expert on databases and programming. But the book business was completely new to me. The first thing that I did was to contact trade associations, the primary one in the U.S. is the American Booksellers Association, and there is also a regional one. Joining them opened up a world of information and learning. I attended national trade shows where I could meet essentially all the publishers at one time and get started with them. I would suggest that anyone starting on a venture investigate professional organizations. They can be a tremendous help. The ABA even runs a school for prospective booksellers.

What were the approximate start-up costs?
Roughly $30,000, plus *lots* of my time.

Did it require any special purchases (equipment, inventory)?
I had to upgrade my computer to handle it, find an ISP who was knowledgeable about web database interactions, purchase a scanner and learn to use. I also have a large investment in inventory, which helps keep my return high, but is a drain on cash flow.

What difficulties did you encounter starting out?
We had lots of problems getting the site and ordering system, which is extremely feature rich, to work properly. We opened a full 6 months after the target date, essentially missing our first Christmas season.

How many hours do you work in a typical week?
I spend about 30-40 hours a week on the business, and could always spend more.

What are some ways you market your business? What method has worked best for you?
Just about everything. We're in all the major search engines, I post frequently to newsgroups, I send scads of email, each with a signature ad attached, I've bought banner ads, used banner exchange services, traded links, etc. The things that have given me the most return are:

i) An online newsletter - Each month I feature certain books and write a short feature about reading or books. I let people distribute the newsletter freely. There is always a flurry of sales following its distribution.

ii) An associate sales program - I have gone beyond simple link exchanges to offer commission to sites that will actively push their visitors to buy from us. In some cases I've set up custom "bookstores" for sites with themes our customers are interested in. Everyone wins under these scenarios, and it's in their interests to promote sales.

iii) Actively networking with women in particular, as about 90% of my customers are women. This includes web rings, women's business sites and mailing lists, etc.

iv) Awards - I've pursued and won many awards for the site, which gives it credibility.

What has been most rewarding about working for yourself?
I definitely love being out of the office politics scene. I see my business as a creative outlet, and it's very fulfilling in that way.

What has been most frustrating?
There really isn't anything that falls into this category, other than perhaps my lack of patience!

How do you separate work from home?
I don't really do this. I do work relatively set hours, but I'm also flexible in either direction when I need to be.

How do you handle working at home with children?
I try to get my work done when my child is at preschool. But often I have him with me, and he's the priority in that case. I let him climb into the chair with me, sit at my feet and play, find a book to read, or even play computer games while I get mundane tasks such as filing done. He's content just to be with me, at least for a while. If I really need space, I either bring a friend over and let them entertain each other for a while (a bit distracting as I'm up and checking constantly) or ask if he can visit a friend. We have a great network of understanding and supportive friends.

What advice do you have for others starting their own business?
Give it time, lots of time. I've been up and running only 7 months now, which I often forget, and think I'm not doing well. But it takes a lot of time to develop a reputation and build a client base. Also, treat each client like gold. It is much easier to get a return customer than to convince a new one to try you.

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