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!