Introduction Online business operations require a lot of strategizing and planning before any implementation is done. Business objectives based on workable principles are necessary for the success of any new business venture. However, all implementations should be done based on right business models and procedures such as customer value, connected activities and capabilities amongst other models. The strength of an online business is normally based upon its ability to stage unique capabilities in its brand image. The image is very vital in the process of promoting and selling the company’s products. This is since according to consumers, the value of a company is always attached to its brand image (Norton et al 2010, 1-12). Company introduction Better World Books (BWB) is a self-sustaining company characterized by economic, social, and environmental value. The company’s core products are used books stocked in warehouse having a capacity of three million books. The company engages in the business of collection, transportation of books and ultimately turning them into money. BWB has the mission of salvaging thousands of books which might have been otherwise sent to landfills on an annual basis. BWB aims at picking donations of used books from college students and converting into financial resources which could be utilized to engineer funding of various projects, such as non-profit literacy focused organizations. The company’s main target is to promote literacy within the most adverse countries by shifting resources from the most literate part of the world (Norton et al 2010, 1-3). BWB boast of being a triple bottom line venture and at the same time added value to the community by creating job opportunities. Their main mission of recycling books contributed to environmental conservation since their mission helped in clearing environmental hazards in the name of landfills. The company’s contributions through social ventures added some significance to their image and reputation since such missions provided necessary assistance to the needy institutions. Their first venture was a success and involved running a book drive for the benefit of Robinson Community Learning Center’s after school reading program, the venture realized great revenue from collection and selling of books and ultimately 50% of the returns were donated to the center (Norton et al 2010, 1-3). Better World Books was built on four major components of business model i.e. building relationships with non-profit partners sponsoring book collection drives, coordinating book collection drives in college campuses, utilization of online channels to sell books and sharing of the profits with non-profit partners. BWB was established on the basis of being a for-profit company with aim of building strong social networks with communities and employees. The market-based and for-profit structure promoted self-reliance (Norton et al 2010, 1-12). The management team contributed much assistance through innovative ideas which enabled the company to stabilize financially. Such decisions included the kind of books to sell as well as their appropriate pricing. The discussions also centered on the necessary compensations to be granted to other non-profit partners for their tireless contributions towards BWB’s goal and the strategies nece