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Simple Startup

How to keep your site's operating costs low while still boosting profits

This story appears in the August 2008 issue of Entrepreneur. Subscribe »

When you visit natural and organic bath and body store Salus, it's easy to imagine a team of employees working behind the scenes to maintain the website, take orders and ship products. In reality, the online store is run entirely by husband-and-wife co-founders Jerell and Elissa Klaver, 36 and 28, respectively, who started the site last August. The Klavers rely on myriad technologies to keep their Manitou Springs, Colorado, business lean and free of the overhead costs of employees.

You will find Adobe Photoshop and Microsoft Office in the Klavers' technology toolbox, but they also use some of the newer online applications. They maintain a WordPress blog and just launched a second blog that focuses on a wider variety of natural body-care topics. Salus even has an account with the popular social networking and micro-blogging site Twitter. When it comes to staying in touch with customers, Salus uses Constant Contact to maintain its e-mail list and send out its monthly updates. "It takes the guesswork out of doing e-mails," says Elissa. "If [users] decide to opt out, it's all automated."

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