We've Got a Secret Dare we say the "F" word? Fulfillment, that is. It ain't easy to fill all those website orders, but it ain't impossible. We show you how.
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Triathlete Laura Stanford, 32, knows how hard it is to find good exercise clothes. "Either the stuff is dowdy, or the service is terrible," she says. "You go into a sports store, and the gearhead dude working on the bikes in the back just doesn't understand your needs." Formerly a paralegal in a busy Silicon Valley law firm, Stanford always looked to her workouts for solace from her high-stress job. When she decided to quit the firm to start an e-commerce Web site, selling exercise apparel was a natural choice. All she had to do was go to a few trade shows, set up a hot site, take in the orders and ship them out. Simple, right?
"I had no idea what I was getting into," Stanford recalls of her online sports apparel boutique, Pro Se Sports (www.pro-se-sports.com), which launched in 1998. "If I could do it again, I probably wouldn't go into a business that involves inventory or fulfillment."
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