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HE LAST PLACE that industry watchers would expect to see a start-up survive long enough to be considered an upstart is in the PC market.
But Doug Johns, chief executive and founder of Monorail Computer Corp., doesn't think the company's PC foray is such a crazy idea. There have been other start-ups-Federal Express and Amazon.Com Inc., for example-that have become strong competitors to status quo leaders in established markets, he said. "What Andrew [Watson, vice president of marketing] and I were looking for was a large market that's still growing at a very fast clip," Johns said. "The other thing was I had the opportunity to survey the landscape, and what I found out was there was a huge opportunity to do PCs differently." So Johns founded Monorail three years ago with his own money, after...