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This three-part case study covers the start-up (Part A) of a confectionery company, focused on the corporate market, quickly gaining a foothold with major supermarket retailers. Low margins (Part B) force the company to re-focus on a strategic alliance with a major confectionery retailer (Thorntons) as their mail order arm. Over-dependence on this supplier (Part C) forces ChocExpress to finally ''go it alone'' by developing a web site (www.chocexpress.com) in 1996. By developing the e-business channel to market, using a ''chocolate tasting club'' (allowing customers to specify gift box contents) the company is aiming to increase turnover five times by 2003! Will they succeed? A video ''501-066-3'' is available to accompany this case. **EFMD European Case Writing Competition Category Winner 2001**