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This is a good outdoor ecommerce startup case study that any consumer product startup, regardless of background or prior expertise, can follow.  The article is lite on the specific systems and mechanics of how to execute on these strategies and manage them.  I have already identified and use systems to do this stuff, here.  If you are bootstrapping, you won’t want to try and do all this out the gate, but you pick a few things to focus on and as you succeed and grow, add more.  And you really do not need prior background or expertise.  It helps, but everything you need to learn about almost anything is online, and if you give yourself a week of focused time and intense study, you can become an expert, especially when it comes to any kind of ecommerce or Internet marketing.