It was a summer day in August 2012. Erie, PA was alive with celebrations, beer fests, and food trucks as if the town was trying to squeeze in as much excitement before the inevitable lake effect snow came to change the landscape and the forms of entertainment. The smell of industry wafted over the lake, the city, and the happy north-easterners enjoying summer. One of these Pennsylvanians was setting up a tent at the annual Erie Rib Fest in the hopes that he might attract some attention to his fledgling web business. He had recently made a cross-country trek from San Diego where he had formerly finished his tour of duty in the United States Marine Corps infantry, and then obtained a Master’s Degree in International Business and Marketing. Beyond starting a few online e-commerce businesses, he had little experience in selling website design as a service or selling in general, but he knew how to market and was ready for the challenge.