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This is the second of a two-case series (802-061-1 and 802-062-1). The entrepreneurial founder of a credit and collections service for the seafood industry decides to start an on-line sales and information service for the seafood industry. Intrigued by the potential of this Internet service for wholesale seafood buyers, Neal Workman invests in a web-site that allows buyers to scan for the best seafood prices as well as check on the credit of companies in the industry. After conducting a survey, holding focus group meetings and assembling an advisory group, he is somewhat surprised at the reluctance and lack of interest expressed by many players. He learns that the new service may threaten existing methods of doing business and actually financially hurt some of the companies Neal is trying to sell the new system to, including brokers and traders. After preparing extensive financial and marketing documentation for potential investors in his new venture, he now faces the final decision of whether to expand his business into potentially turbulent waters. The teaching note includes strategies for case presentation, key concepts, solutions to the assignment questions and suggestions for the most effective ways to work this case into a course.