Western Medical buys used medical equipment from BC hospitals, refurbishes it and sells it to private hospitals and medical labs in other countries. Western Medical has also found success in loaning medical equipment to movie production sites around Vancouver. John Moss is the CEO of Western Medical and he wants to reach a larger audience for the rental side of the market. He knows there are many movie production companies all across North America and he feels this could be a very lucrative business. The manager for Western Medicals rental department thinks John should set up an e-commerce site specifically for movie production site rentals. However, John is hesitant to do that because he does not know enough about technology. He decides to hire you to consult him on this. You are a knowledge worker and you have studied Busi 237. You recommend to John that he should definitely start doing business online and you list off the advantages of doing so. John listens to your recommendation and finally agrees to set up an e-commerce site. The first thing you need to do is determine the category of customers that Western Medical will be trying to target. Then you tell John that he will need to make a detailed plan outlining the specific markets he is aiming for and the sales numbers he is hoping to achieve. John has been in the medical supplies business for over 30 years and he has always relied on dealing with customers face-to-face and he is unsure how to do this in an online market. You explain to John how to go about finding customers online and how sales can be carried out efficiently and effectively. Using the key terms and concepts from your textbook explain what you will say to John.