Even though the Carmelites has received a $250,000 donation and the monastery has earned nearly $75,000 during the first year of coffee roasting operation, the fund of fully buying that ranch is far more way from the listing price. As Father Daniel Mary notices, the sales of MMC’s profit is the main support to finance the purchase of the ranch, he has set a definite objective that is to increase the production of coffee. His strategy for achieving his vision is to use the website to generate orders of coffee packages for increasing sales of MMC to help him buy the ranch. Nonetheless, the MMC doesn’t do enough advertising to enlarge the brand awareness and it does not have enough customers to increase the revenue.