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This supporting video is to accompany the case series. The abstract of the case is as follows: The iii (Interactive Investor International) case series demonstrates a new web-based entrepreneurial model in action, where traditional parameters of success are overturned by newer ways of thinking, organising and making money. In particular the cases, in recounting how a young entrepreneur - Sherry Coutu, Harvard MBA - built and grew a customer focused dot.com; the stages she had to go through to capture customers and exponentially grow her customer base; and finally, how she monetised these customers - illustrate the new customer focused web-based business model. Once the cases have been discussed and analysed in depth, participants should be able to: (1) discuss this new customer focused Internet-based business model; (2) think through the three stages of customer focused growth characteristics of the web environment; and (3) identify the critical elements underpinning success at each of these stages.