BISM-Desks is a family-owned firm that creates bespoke desks for homes and offices. Unlike some of the major retailers, the only way for customers to purchase it's desks is by visiting a show room in Brisbane and buying floor stock or by designing a desk by choosing intricate details like material, color, patterns, size, shelving, layout etc. Because BISM-Desks relies on face-to-face sales the firm struggled throughout COVID-19 (2020- 2021). This led to a lost opportunity as desks, especially customisable desks for different spaces, were in high demand. BISM-Desks has used Porter's Five Forces model to realise that it faces pressure from competitors and new entrants and is concerned that their customers might move to online alternatives. In response, the firm is considering ways to modernise and expand. While in the past it focused on 'high-end' customers, it believes that the normalisation of working from home means that there will be even greater demand for customisable desks and that customers may be willing to pay a little more for a desk. This is not so dissimilar to retailers like IKEA, however BISM-Desks' products are based on the highest quality materials, are Australian made and are not flat-packed/self-assembled. While this means the cost of its products are higher, it allows BISM-Desks to differentiate itself from large retailers. The firm also recognises that it is not 'digitally ready'. It has not relied on information systems to help operate its business beyond basic word processing, email and keeping track of finances. The owners are more interested with 'building beautiful desks' than in IT. The firm has no centralised database nor is data captured to learn about customers or to support decision-making. There is no way to track customer demographics or behaviour beyond what is learned about customers when they visit the showroom. Likewise, inventory ordering is undertaken by email and phone which leads to very slow links with suppliers. These issues are all coming to the forefront as the owners want to expand the business whilst also getting ready for stepping back from the day to day running of it and instead relying more on professional staff to run the business. However, they cannot do so without more efficient and standardised processes. BISM-Desks has recruited you as a business analyst. The owners would like advice on different information systems strategies that can help the firm modernise itself and make the most of the demand for its products.