An online store, over 20 years old, specializes in selling recovery pillows and has established a strong customer base with more than 1,000 reviews, 890 of which are 5-star. Despite operating profitably, the business owners are redirecting their focus to a rapidly expanding primary venture in a different sector. Currently, the pillow business requires an operational commitment of 20-25 hours each week, which increases by 30-40% during peak sales periods like Mother’s Day and Christmas. However, the owners currently allocate just 10-15 hours weekly due to shifted priorities. The operations involve tasks such as managing shipping, customer service, product ordering from overseas suppliers, running email and SMS campaigns, and maintaining warehouse control. Most sales are generated online through their e-commerce site with a smaller portion from wholesale, suggesting an area ripe for growth. Customers are primarily older females seeking relief from pain or injury, with 80-85% of sales occurring in Australia and 15-20% in New Zealand. The business has a robust email subscriber list, and 40% of customers are repeat buyers. Although it has not engaged in social media advertising for 18 months, the business remains profitable, indicating potential growth for someone adept at leveraging social media. The previous attempt at a social media strategy was unsuccessful, representing an untapped opportunity for someone skilled in digital marketing or looking to integrate this business with an existing portfolio in homewares or bedding.