Could you tell us a little bit about yourself and your background prior to starting your business?
I graduated from Indiana University with a BA in Marketing, then earned my Masters of Business Administration at University of Miami, with a specialization in International Business. I’ve always enjoyed sales and marketing, and I have a passion for travel. I also love to entertain, and consider myself a pseudo gourmet chef.
Leslie Linevsky
How did you come up with the idea to start Catalogs.com?
I got my start in Internet retailing in 1994, when e-commerce was in its infancy. Together with my husband, we launched Neckties.com, an upscale mail order print catalog and website selling artistically designed men’s neckties.
From that experience, I learned the power of filling a specific retail niche for online shoppers. The web offers the perfect place to shop efficiently and conveniently for specific products in a way that is nearly impossible in bricks-and-mortar stores. By bringing together a comprehensive collection of catalogs all on one site, we realized we could offer a level of options and convenience not previously available to shoppers.
That realization was the spark for Catalogs.com. Recognizing the untapped potential of aggregating and indexing a wide array of catalogs that shoppers might not know about or have access to, we developed a way for Internet shoppers to select and receive catalogs of their choice all in one place.
Did you want to have partners or do it solo? Why?
We started the business with no outside partners, and no venture capital. Our business is completely privately funded. The huge advantage is that you maintain the control and flexibility without having to answer to others. It allows quick decision making and you tend to make sure that every penny invested makes sense.
Tell us about Catalogs.com and the services it provides.
Early on, we noticed that many merchants were trying to find a way to incorporate the availability of new online channels into what had been a more traditional catalog-driven business. Catalogs.com was created to meet that demand. Catalogs.com provides a mechanism for merchants to offer a variety of shopping options, while offering consumers the convenience and efficiency of online shopping. For 13 years, we have helped shoppers find and order the perfect catalogs for the products they want, at no cost to the consumer.
Catalogs.com offers access to more than 650 print and online catalogs — from the world’s largest retailers to companies specializing in unique and hard-to-find items.
Catalogs.com shoppers have the opportunity to purchase anything their heart desires, no matter how big or how small, through a trusted resource. We also offer exclusive rebates, savings and offers that shoppers would not find anywhere else.
Merchants must meet specific standards set by Catalogs.com to be showcased on the site, including: (1) retailers must have a website that sells a variety of types of products, and (2) products must be reputable and reliable.
What were the most difficult challenges you faced as you began to grow?
Since we began our business 13 years ago, the biggest challenge has been keeping ahead of an industry that seems to change at lightening speed. The level of sophistication required to operate a successful Internet company has increased dramatically during this time, and we continue to surround ourselves with highly qualified employees specializing in each aspect of our business. Hiring the right employees for the job is, and always has been, of utmost importance.
What things do you find personally rewarding as an entrepreneur?
As an entrepreneur and business woman, there is nothing more personally rewarding than working hard to build something from scratch. I savor the creative aspects involved in starting something new. Surrounding myself with people I can learn from contributes to my personal and professional growth. And, being my own boss and setting my own schedule is a definitely its own reward.
What advice would you give an aspiring entrepreneur?
When we started the company 13 years ago, the Internet was so vastly different than it is today. My advice to aspiring entrepreneurs is to go for it, but first make sure you have sufficient capital to support your business plans and help you achieve a presence on the Internet. Advertising, search engine optimization, computer programming, and sales support must be well funded if you are truly interested in building a successful Internet-based business.
What are your plans for the future?
Catalogs.com is always changing and adapting to the ever-growing online community.
Our company is launching several new initiatives, including www.OnlineCatalogs.com, which gives shoppers a whole new way to shop by catalog. With its launch, shoppers are able to browse through complete catalogs online using flip-page technology. It is the latest advancement in paperless catalog shopping, eliminating paper waste while saving precious time spent waiting on catalogs to arrive in your mailbox.
With the growing presence and authority of social media, we are increasingly using tools such as our blogs www.catalogs.com/blog/index.html to increase our visibility online, as well as personal reviews of items culled from hundreds of catalogs at http://www.catalogs.com/coolpicks/.