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 1 of How Not to Run an Online Bookstore, Paula explains:

* How they came up with such a dumb idea in the first place

* How they luckily managed to avoid following an even dumber path

* Why it was so difficult to get started

* Why having a bricks and mortar store is a waste of time

* What the best thing about the whole enterprise turned out to be

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!