Naomi Nyuli is the founder and head of Little Lamb Lavender an online lavender business out of Smithers, BC (population: 5,351). It has been a long journey getting to this place, but she is feeling good about her position. The company which started out as a lavender patch, and a couple of Facebook posts has become a growing online business making a few thousand dollars a month. Back in 2016 Naomi and her husband, quit their jobs in Toronto, moved out to Smithers, and bought land to build a ranch. Over the next four years they expanded the ranch, raised horses and sheep, and farmed the land. Along with building up the ranch, Naomi also started doing Yoga retreats to supplement their income and because it was her passion. She started yoga at the University of Guelph and eventually taught Yoga part-time before leaving Toronto. She wanted to continue teaching yoga but combine it with her new passion for rural living. She then started a business doing yoga retreats at the ranch. The business included weekend yoga instruction along with farm fresh food, and fun with the farm animals to help her clients connect with nature. In 2020, when pandemic restrictions put a halt to the retreats, she decided to plant a small patch of lavender as an experiment and a way to distract herself from the pandemic. She had always liked the smell of lavender and felt that it helped her to relax; her first experience with lavender was when she was teaching yoga in Ontario, and someone sold her lavender eye pillows for relaxation. She thought it would be cheaper to just grow the lavender and make as many pillows as she wanted. She made a couple and then sold some to her former yoga clients. She sold out immediately. They encouraged her to make more and sell them on Facebook. She made 200, and sold out immediately. As restrictions lifted, she took her products (eye pillows and now essential oils) to the local farmer's markets and built up a steady group of customers. At first, she received interest from women in their 40's (the same demographic as her retreat clients) but as she went to more markets she built a clientele of young college-aged women. Children also seem to be attracted to the smell and parents would buy the oils to soothe cranky toddlers. Though Naomi's clients are similar to her competitors' customers, her business operations are different from other online Canadian lavender stores since most stores are based in Southern Ontario and are very large operations. The smaller farms supplement their income by creating "Insta-friendly" fields and charging tourists to visit the farm. Naomi did not have enough traffic in the area to do this herself. In fact, Naomi wondered many times whether there was a reason why she was the only lavender farm in the area. She even recorded her struggles and posted them on social media to inform and educate people about lavender farming in Northern BC. Farming wasn't the only struggle she had. She had to do all her research and development, as well as packaging. Therefore, she chose to use very simple white bottles with simple paper labels and purple (lavender) lettering. Despite her problems, the business has grown through word of mouth to include most of BC and sales throughout Canada. Now she wants to expand into the American market and be the top producer of specialty lavender products focused on meditation and relaxation. The only problem is that she does not have a marketing strategy for achieving her goal.

Determine the Reach, Act, Convert, and Engage SMART objectives for Little Lamb Lavender. For each objective explain why it is an important objective for Naomi.