Ashley Sims is an MBA student, taking her last term of classes, and thinking about starting up a local competitor online grocer. She’s certain that by learning from the templates of the current providers in other markets, that she too can run the logistics of the business. However, she hopes that, given her contacts of computer experts, she can create a competitive advantage in the software setup, if she understands the consumers’ mind-set as they travel through the e-grocery stores. She wants to know just what a user is experiencing from the first click onto the Web site to the last “Done Shopping” click off the site. Consumers buying online groceries tend to stick to a fairly conservative and stable shopping list (they rarely go “off list”) and she believes that this knowledge would allow her to offer better advice to her software developers in terms of what features would facilitate the visitors’ wider traversal of the grocery store. Data like these would help improve the system, improve profitability and it would also lend great insight to the consumers’ decision processes.