User Case Study: SUP Baddeck SUP Baddeck was a watersport recreation company located in Baddeck, Nova Scotia. The business opened its doors in May of $2015$ and was acquired during the summer of $2017.$ Through a variety of unique events and circumstances this story is shared for the purposes of a case study for students studying entrepreneurship, marketing, and data analytics at Cape Breton University. Read the case study thoroughly and answer the assigned questions at the back of the case. University of Toronto and YouTube Marketing Long ago, Colin began his studies at the University of Toronto where he completed his certification in Digital Marketing Management. One of his assignments was to create and publish a YouTube video to get familiar with the creative process in making a video, as well as to understand the optimization settings for videos to appear in search results on YouTube and Google. Some of Colin$$s classmates created tutorials for cleaning kitchens, how to bake certain goods, and how to detail their cars. At that time, Colin had recently purchased a stand$-$up paddleboard and was enjoying his time on the water. Rallying up his friends, they took their cameras to the water and created a YouTube tutorial teaching people how to do stand$-$up paddleboarding. Leveraging his newly acquired digital marketing skills, Colin optimized the video where it ranked at the top of YouTube and Google. As interest in the sport grew, so did the views on Colin$$s video. Thrilled with the result, the course instructor highlighted Colin$$s video analytics to showcase how search engine optimization could improve a company$$s brand awareness and acquire web traffic. After completing the program, Colin continued his studies in information technology. He enrolled in a computer science program at the Uhma Institute of Technology $($UIT$)$ where he would learn computer science, web development, and app development. The large draw for Colin to attend UIT was the institution$$s dedication to innovative learning methods. Through their curriculum, students were encouraged to approach their projects in entrepreneurial ways. Website Assignment at UIT In Colin$$s web development course, he and his classmates were tasked with building a website featuring an integrated online booking system. Students were encouraged to create a website for an existing business or non$-$profit, or to create a hypothetical business $($making a website for the imaginary business$).$ The prospect of possibilities for this assignment were exciting. Coupling the assignment with Colin$$s understanding of search engine optimization and how to rank webpages on Google, a few ideas started to form. Crafting a webpage using HTML$,$ CSS$,$ and Javascript, Colin created a hypothetical business called SUP Baddeck. Pushing his code to a server he had setup, the site was alive. As a final piece of polish for his assignment submission, Colin purchased the domain name supbaddeck.ca$.$ In addition, Colin created social media pages for SUP Baddeck, tying them to the social icons he had placed on his website. Lastly, on the homepage was an embedded video, Stand Up Paddleboarding $($SUP$)$ Tutorial; the same video that Colin created during his studies at the University of Toronto. The webpage featured a large text header with the phrase and tagline SUP Baddeck: Paddleboard Lessons, Rentals, and Tours. The header was accompanied by a call$-$to$-$action button labeled $$Book Now$$ that opened into an online booking system with a menu of services offered by SUP Baddeck as well as a calendar for users to select a date and time they would like to go paddleboarding. The services were: SUP Baddeck Services $1.$ Paddleboard Rental $($$$20/$hour$)2.$ Paddleboard Lesson and Tour $($$$50/$person$,90-$minute session$)3.$ Paddleboard Certification $($$$200/$person$)$ Additionally, Colin created a shop webpage where people could view or purchase new or used paddleboards. In this hypothetical business, Colin considered that he might want to sell off parts of his fleet $($his paddleboards$)$ as they accumulated more usage hours throughout the season. Furthermore, as a bundle, Colin offered customers an option where they could place a deposit on a paddleboard and lesson, prompting Colin to order the board brand new to which Colin would then perform a lesson and tour using the new board. After the lesson was complete, Colin would then sell the board to the customer lightly used, earning the customer a discount on the price. All was fine and well for the website, but it was lacking visual details. Reaching out to his classmate who was building a portfolio website for their photography, Colin arranged for the man to take pictures of Colin and his friends paddleboarding. The website was complete, or so Colin thought. Sharing the Assignment Proud of his submission, Colin decided to share his website on Facebook. He described the assignment$$s intention and how it was a great opportunit