In March 2023, the owner and managing director of PrintOxe struggled to find a way forward that would help the business recover from its declining profitability. PrintOxe was among the longest-standing e-commerce sellers of compatible printer accessories in Canada. For several years, PrintOxe reached millions of dollars in revenues and six-figure profits. But fierce competition due to the market’s ease of entry, coupled with the harsh supply chain issues caused by the COVID-19 pandemic, caused PrintOxe to see its first unprofitable year in 2022. As a result, PrintOxe considered replacing its floundering 3D printer filament product line with a new product and utilizing advertising to improve the company’s visibility and revenues.

The founder of Zentein Nutrition Inc. needed a short-term plan for 2023 to maximize his goals for business growth and customer reach. The company was based in London, Ontario and provided natural, simple, healthy, and nutritious food alternatives to an affluent, health-conscious, and health-knowledgeable customer base. Its competitors included many large companies in a highly competitive and fragmented market, but the company had a competitive edge by offering a simple and sustainable ingredient list, use of collagen as a protein source, and made-to order protein bars. With demand outpacing supply, the founder paused all promotional efforts but the company continued to grow exponentially with only word-of-mouth promotion and a social media presence. The founder was now wondering which sales and distribution channels he should pursue for the rest of 2023, and also for the future, after supply would be increased with automation. The three sales channel options—the company website, the Amazon online platform, and traditional retail stores—each offered specific benefits and drawbacks, but the founder had to make a decision that would deliver both quantitative and qualitative results.