Summary: In 2003, Paula Berinstein and her husband did a really stupid thing: they started an online bookstore. In 2004, humiliated and a great deal poorer (but wiser), they closed it. In episode 2 of "How Not to Run an Online Bookstore," Paula explains sadly: * How they wasted months developing a custom Web site * Why they rented an office they didn't really need * How damaged books received from wholesalers and publishers almost put them out of business * What they did when customers ordered books subsequently found to be damaged Join Paula for this multi-part series that will be aired a little at a time. And for heaven's sake, don't do what she did!
