Please help answer this question in short paragraph.

3) What other strategies, including e-commerce and marketing strategies, should Braveman pursue to increase Nuts.com's sales, recognizing the reaching $500 million in sales is an extremely aggressive goal?

Case 10 The Newark Nut Company, aka Nuts.com Can this family-owned company achieve years before had bulldozed the company's warehouse and its young CEO's goal of becoming retail store in Newark, prompting a move to nearby Cran- a $500 million business? ford, New Jersey.) Jelt began experimenting with Google AdWords, spending small amounts of money to purchase In 1929, Sol Braverman, the 22-year-old son of Jewish im- key words that would push the company's Web site to the top of Google's search engine results pages. He hired pro migrants from Poland, had the opportunity to buy a small grammers to build a new, more robust Web site, installed store at 99 Mulberry Street in his hometown, Newark, New modern warehouse fulfillment systems, and invested time Jersey. The store was just off Four Comers, one of the busi- in developing key analytics from the company's Web site, est intersections in the United States at the time. Braverman with the goal of continuously improving it. He also made a took the chance, and soon his company. The Newark Nut key decision about the company's URL aller celebrity cook Company, was selling nuts and dried fruit to local custom- show host Rachael Ray said on national television, "Tu like ers. Through his street-smarts and sales know-how, Braver- to give special thanks to the folks at Nuts.com for providing man built a successful business that supported his family and the Jordan almonds for today's recipe." That error prompted employed 30 people. Through the next several decades, The Jeff to track down the person who owned the Nuts.com URL Newark Nut Company faced many challenges, including Sol and offer him $200,000 to purchase it. The cybersquatter leaving the company in his brother's hands while he served declined the offer eventually Jell paid him $700,000 to ac- in World War II. Later, Newark began a long downward spi- quire the Nuts.com URL. Unfortunately, when he switched ral, and the company, which at the time employed Sol's sons, to the new domain name, the redirected links did not work Sandy and Kenny, struggled as well. In 1967, rioters burned properly, and Web trallic declined 70 percent, a loss of the company's warehouse and many other buildings in the about 150 orders per day, until Jeff was able to resolve the area to the ground. By 2002, Sandy and Kenny were running problem. the company with just two employees, and annual sales had Today, Nuts.com, the company's official corporate fallen to just $1.25 million. name, sells, in addition to nuts, more than 2.700 snack prod- In 1998, Kenny's son, Jefl, a freshman at the University ucts that generate an impressive $35 million in annual sales, of Pennsylvania, rcalized the potential of the Internet for re- Jeff says that his biggest competitors are retail giants Ama- versing The Newark Nut Company's rapidly declining retail zon and Wal-Mart, to which $35 million in sales represents sales. Jeff purchased the URL Nutsonline.com and began a rounding error. He points out that Amazon has spoiled building a Web site for the company, a task that was much customers into thinking that they can get free shipping on a more difficult in the early days of the Internet than it is to- $20 order, which for his company is impractical. day. Nutsonline.com was not the URL that Jell wanted, in Jeft's goal is to increase the company's sales to fact, he says that it was his seventh choice. His first choice $500 million, a 1,329 percent increase, but he knows was Nuts.com, but a cybersquatter in Guam already had reg. that will take the family business into uncharted -and istered that name. Porn sites owned his five other choices, risky-territory. Research shows that only 0.03 percent Jeff's goal was for the site to generate 10 orders a day for of new companies achieve sales of $100 million. To reach the company. When the site went live, sales took off (Dur- $500 million in sales, Jell knows that the company will ing one particularly busy holiday evening, when the entire have to move beyond Google AdWords and build a national family had pulled an all-nighter to fill customers' orders, brand name, something that is likely to cost many millions Jeff's father, Kenny, bellowed across the warehouse floor, of dollars. He also believes that he will have to hire many demanding that Jeff "turn that thing the Web site off." Jeff more professional managers with experience in sales, mar- recalls with a laugh.) At the time, Jeff could not have known keting, distribution, and other areas. That, too, will be ex that his initial foray into e-commerce would transform the pensive. Growing that big would also require the company company to establish a wholesale operation, which would increase After graduating from the University of Pennsylvania, sales but reduce its profit margin. Convincing the other Jeff took a job in the financial industry on Wall Street but family members who also own part of the company to sell hated it. In 2003, against his father's wishes, Jeff left his shares to outsiders, perhaps a venture capital firm, will be high-paying Wall Strect job and took over The Newark Nut challenging. Jeff recognizes that he could sell Nuts.com to Company. He created a fresh business plan that focused day and retire in his 30s quite wealthy, but he is driven by on online sales. (An urban redevelopment project a few his desire to "go big." 810 Questions 1. What risks are present in Jeff Braverman's "go big" strategy? What benefits would it produce? How likely is the company to realize those benefits? 2. Considering the cost-benefit analysis you conducted in question 1, what recommendations can you offer Braverman about the strategic direction in which he should steer Nuts.com? 3. What other strategies, including e-commerce and mar- keting strategies, should Braverman pursue to increase Nuts.com's sales, recognizing that reaching $500 mil- lion in sales is an extremely aggressive goal? 4. Should Braverman sell Nuts.com? Explain. Sources: Based on lan Mount, "Going Nuts," Forbes, May 4, 2015, pp. 50-56; Christine Lagorio-Chafkin, "How Pop's Shop Became a $30 Million Business in Just Three Generations, Inc., June 12, 2014, https://www.inc.com/christine-lagorio/three-generations-of-business- newark-nut-company.html; Patrick Clark, "Nuts.com Grows Like Crazy," Bloomberg, August 21, 2014, https://www.bloomberg.com/ news/articles/2014-08-21uts-dot-com-the-web-fuels-a-family- shops-crazy-growth