We will discuss the intellectual complications involved in creating and marketing products in an immersive learning class that is a student-managed business in downtown Muncie. Book Arts Collaborative preserves and teaches the apprentice-taught skills of letterpress printing and hand-sewn book binding. We serve community members of all ages, and we sell journals and print ephemera through 7 retailers and our online store. By working in teams, students create products, coordinate with retailers, plan events with schools and other non-profit organizations, market our work and events, and create community among themselves, other tenants of the Madjax building, and members of the community. We also publish a book each year and host a regional gathering of book artists called Interrobang Wayzgoose. We will bring examples of products which illustrate the applications of classical scholarship to commerce.