It was all too easy to get carried away by the current market trends. There had to be proper business planning, and a proper business model in order to have sustainable revenue. It helps to have practical friends around so they give valuable inputs, and make you look at issues from a different angle. I cannot say I have any business plan (in fact, I am still in the midst of finalising mine!) - I simply cannot envision myself sticking to an initial plan. I had to give myself room for trial and error. What was crystal clear to me was firstly, I have to offer good value, and always put the customer first. With good products that appeals to the customer base, the revenue will naturally come. Another guiding principle was that I would never allow myself sell sub-par lingerie. A great quote that stuck with me till now, "At a profit if we can, at a loss if we must. But always, fine lingerie." Using these two guiding principles, I went in search of what can and cannot work.