The president and founder of Kitchenware.com, reflects on her recent efforts to drive profitability with a more in-depth cost-to-serve analysis of her company. The need for continued sales growth, coupled with the necessity of keeping costs down, put pressure on her to make sure that the company's capacity constrained fulfillment center carried products that offered not only the potential for the highest gross margins but also the greatest potential for profit. The company was already operating with a variety of fulfillment models, but Roberts was not sure if Kitchenware.com had an optimal mix.