You need to sell merchandise to make money. But getting the merchandise to sell costs money. Which you don’t have. Until you sell the merchandise. It’s a dilemma. The solution is a process called “preordering.” Offer the merchandise to your readers with the understanding that they are buying an item that has not been created yet (with the understanding that they will receive it shortly after it is). To execute a successful preorder, you have to do a little math.