As you may know, tossing a Frisbee is one of life's simple pleasures. Turn it into Ultimate Frisbee and it's a whole new game.

Featuring that game and everything around it has become a whole new sport for young entrepreneur Eric Reder.

Eric's aiming for ultimate growth and a shot at the big leagues as publisher of the start up magazine Chasing Plastic.

A 'sell through rate' is defined as the number of copies on magazine stands that actually sell. A sell through rate of 40% is considered excellent.

Like many start ups, Eric has to be creative with his cost cutting. The first issue of Chasing Plastic was put together with the help of a local high school class, who provided free labour in turn for a practicum. 'Cool magazine' was the consensus!

It's tough to score with advertisers at the outset when you don't have a track record. Cold calling is a good warm up for all the other challenges involved in starting a business.

Eric knows his audience is very aware of advertising so he focuses on content rather than marketing gimmicks.

The average income of an Ultimate player in Canada is $60,000.

The magazine addresses the sport from an insider's perspective without trying to persuade the reader or push anything.

Being at the forefront of new trends has made a select group of entrepreneurs very wealthy. Chasing Plastic has just signed their first major advertiser. It's a step in the right direction!