Background Musical Heritage Society (MHS), a mail-order music club in business for more than twenty years, was looking to expand their distribution channels. MHS focuses primarily on top-of-the-line classical and jazz selections licensed from major labels, and, in many cases, includes selections otherwise unavailable in the United States. Objective To prove that HotSocket could provide an effective marketing solution for acquiring new memberships in MHS and migrate MHS' traditional off-line business model to the web.