Still reliant at the time on selling through retailers our immediate suggestion was to switch to direct selling turning 'profit margins' to 'online profit'. The next stage was looking at where their sales were strongest, even if this meant moving away from their traditional core business. I could see they'd found a foothold in the craft industry and although Facebook didn't exist (well not until later in the year) we had the insight to recommend the creation of virtual social networks (in their case to get the users themselves to promote and sell products), a forerunner of what was to follow.