Martha Stewart's New Web Strategy: Do As Little As Possible

Like many ex-cons, when Martha Stewart got out of prison, she had a different outlook on life. So she's going to relaunch her E-Commerce site. But this time, she'll try and do it right by doing as little as possible.

In their new direct-to-consumer model, the homemaking queen will use her site to make the pitch, but all aspects of the site will be outsourced. "On the old site, we did the manufacturing, we held the inventory, the products were great and we lost an enormous amount of money. It's not what we're good at," Martha Stewart Living Omnimedia CEO Susan Lyne said, according to this Internet Retailer story.