MotherNature.com sees its marketing efforts as a three-stage process. First, MotherNature.com will attract new prospective customers to its Website. As head of marketing, Steinberg is choosing among a myriad of possible outlets for finding prospective customers and for building a general awareness of MotherNature.com. His choices include a range of on-line and off-line approaches. Off-line approaches could include advertising (in a range of both local and national media), Special promotional events (that garner free press coverage), direct mail campaigns, and so on. Online couponing, permission-based e-mail marketing, and so on.