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arch13 has good advice. I'd highly recommend selling directly online. Personally, I am far more likely to buy something online than bothering to make a phone call or send an e-mail to place an order. Look at things like PayPal, IBill, CCBill, etc. to accept payments without needing to open a merchant account. Make sure you list a phone number on the site though; it helps to reassure people that it's not a fly by night operation.
Adwords and Overture are our two major online advertising sources.. Overture doesn't bring in as much traffic but it is more cost-effective.
And if you bring in a partner, be very picky. I know a few business owners who had very bad experiences with partners who turned out to be dead weight, and once they're in it's hard to get rid of them.
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