As a consultant, you are asked to provide the CEO of "Big Skinny” with strategy options for his business and address the following questions:

1. What should the CEO (Kiril Alexandrov) focus on next? What should be his lowest priority? Why?

Answer: Among the options available to the CEO, his focus should be concentrated in improving the engagement with customers through social media and interactive since the reach of these conversations is likely to lead to newer customers and improve loyalty. The opportunities that the company can reap from this strategy will be through increasing awareness about the product from user experiences, such that new customers can be easily convinced about the quality of the Big Skinny Wallets. The least focus should be on the strategy that involves maximizing on the number of customers redirected from search engines. Sales volume derived for wallets through search engines is minimal compared to other sites, due to the low number of users likely to use search engines for products such as Google. Focusing on customer engagement increases online visibility of the company as well as the product, which suits the nature of the product and the objectives of increasing sales.

2. Evaluate Big Skinny's sponsored search strategy. Are there any search keywords for which you would encourage Big Skinny to increase its bid? To lower its bid?

3. How effectively is Big Skinny using social media to sell its wallets, what can they do better?

4. Should Big Skinny expand its partnerships with online distributors, if so how?