1. Spend a few minutes on Numi Organic Tea’s website (www.numitea.com). Based on what you have read in the case and learned from looking at the company website, what is the message that you believe Numi is attempting to convey? What do you find on the home page that leads you to your conclusions?

2. Looking at the colors, images, and style of its website, who do you conclude to be the firm’s target customer? Does this match the conclusions from the research Numi has conducted (mentioned in the case)? Explain your reasoning.

3. Compare the feel of the website to that of the company’s presence on social media. Which platform do you think is best for collecting customer information, and why? Which one seems to connect best with Numi’s target market? Be sure to explain why you think this is true.