Rising Rep is a CRM tool targeting independent sales professionals. It plans to promote itself online through advertisements, social media marketing, and word-of-mouth referrals with an incentive program. It faces threats from new CRM companies using similar strategies and changes in approach from existing CRM firms. The company will primarily interact with customers through its website, offering email and online chat support. Customers can provide feedback to help improve the product. Rising Rep needs to establish its brand through online advertising and search engines while building strong customer relationships with genuine support, addressing issues, and loyalty incentives.