In March 2000, MotherNature.com was seeking to convert its war chest of $34 million in cash into a customer base that will underpin the company’s future profitability (see table 2.2 for financial status). Because MotheNature.com is planning to invest the bulk of its invertors’ dollars in marketing, it wants to ensure that those investments have a high return. Steinberg must decide how to market the company and convert the growing pool of on-line users into loyal customers of MotherNature.com.