An online store, specializing in custom lapel and trading pins for youth sports teams, has achieved considerable success over a span of just over two years. The business sees over 90% of its sales concentrated in the months of May, June, and July, thanks to the popularity of trading pins during sports tournaments. The products are manufactured in China and shipped directly to customers, allowing for a streamlined operation. Financial records from the business indicate a 30% profit margin, but with improved supplier relations, margins could potentially reach 50%. For the first 10 months of 2011, the store reported a revenue of $82,700 and a substantial gross profit of $35,515, after accounting for the vendor cost of goods sold, which was $47,185. Total expenses amounted to $12,423, covering credit card fees, artwork, hosting, phone services, and customer service staffing. This resulted in a net profit of $23,092. The business's current model requires intensive operation only during the three peak months, suggesting untapped potential in the off-season by exploring corporate markets. Traffic to the site has entirely originated from organic search. However, there is significant potential for growth through paid search and email marketing, which could potentially double traffic numbers. According to available data, the website has 1,616 referring domains and 18,743 external backlinks, with 915 referring IP addresses distributed across 748 different Class C subnets, reflecting a solid online presence.