However, they want to embrace the personalization trend and offer an ability for their customers to customize their orders. They want to remain a niche boutique with an impeccable reputation for quality and customer service.

They are considering the following broad options but need your help to assess these alternatives in more detail:

• Option 1: Establish themselves on the Etsy (or similar) online marketplace and grow from there.
• Option 2: Develop their own custom e-commerce solution in-house and from the ground up.
• Option 3: Buy an off-the-shelf e-commerce solution with the intent to not do any customization.
• Option 4: Set up a regular website (without online ordering capability) but increase their reach through online advertising only.
• Option 5: Do nothing and try to weather this economic slowdown.