Toni and her partner, Louis, run a bicycle and kayak shop that has successfully served its local community for several years. They've built a loyal core customer base through organizing local meetups and sponsoring charity events. Recently, however, they've seen a decline in overall business as online stores offer lower prices and larger selections. You've been hired to help their company begin to generate web-based income. The store already has a website and even posts several items from their inventory online for shoppers who want to research technical specifications before they arrive at the store. However, the website doesn't support purchasing functions, and doesn't list all available inventory. As you're communicating with the web development company you've hired to build out your new website, you need to make several key decisions. The first decision is how to position the company to stand out in an increasingly crowded market