As the owner of an on-line book store one of the first questions you should ask yourself is: "Who would I like to serve? My own family? Neighbors, friends, relatives? Children just learning to read? Juveniles? Adults with English as a second language? Your local book groups? Your business associates? Your local church library? You goal should be to pick just one focus when starting your business. As you gain experience and success you can expand your focus. Once you have your target audience in mind, you should begin making a list of individuals with their names, telephone numbers, and e-mail addresses. Next, as you speak with or communicate with these individuals you can ask them about the types of books they like, recent books they have read, and begin recording their reading preferences; armed with this information you are now prepared to send personalized e-mail lists of books that match their reading preferences. You might also consider identifying special occasions for which you could suggest books they might consider giving as presents.