Evaluate the alternatives using what you believe is the top 3 criteria applicable for this case.

Alternative 1. William could use the $100,000 to buy another food truck to operate in London. This would solve the problem of the case by giving HSC another location to sell their product, and potentially increase their customer base and revenue.

Alternative 2. William could use the $100,000 to invest in marketing efforts like advertising, product development, packaging, distribution, and sales. This would solve the problem of the case by helping to build the HSC brand and making it more visible and accessible to potential customers.

Alternative 3. William could use the $100,000 to invest in a brick-and-mortar store location. This would solve the problem of the case by giving HSC a more permanent location, which would be more convenient for customers and could potentially increase sales.