The document discusses strategies for Vastrm, a company that makes custom fitted polo shirts, to drive 100,000 people to their website by 2013. It analyzes Vastrm's target audience of active males aged 20-34, how they discover brands, and why they buy polo shirts. Key competitors identified are Blank Label and Indochino. The conclusion recommends Vastrm build social sharing into the customer experience, target men's fashion bloggers, emphasize high quality and eco-friendly processes, and create engaging video content to generate interest.