Opportunity Analysis for Lindsay and Bernadette The ability of applying marketing principles and techniques through the internet platform in order to conduct business activities constitutes electronic marketing. The whole process entails activities that a business conducts using a range of technological applications as a way of reaching its customers (What is eMarketing and how is it better than traditional marketing? 2006). This idea of e-presence enables businesses to attract and retain more customers within their premises than before. The proprietors at Chappy’s Chiropractic Clinic (CCC) will be able to connect their services with the entire world if they opt to use this modern marketing strategy. The online platform has literally millions of persons that CCC will meet should it join the platform. The higher numbers of clients than in the traditional strategy implies that Lindsay and Bernadette will have increased return on investments (ROI). The increased ROI will adjust the growth to over 3%, as has been the trend over the past 5 years. Additionally, electronic marketing will move products and services closer to consumers. CCC will be able to post its services on the web and in return, customers can request for services from any point on the globe. Clearly, the internet will bring CCC close to its customers without involving extra costs like transport and other logistics. The clinic will have created a virtual market that will enable it gain competitive advantage over other clinics in the Victorian Community. Online marketing will also offer CCC a levelled-playing ground with the larger clinics. The difference will only exist on the mode of attracting consumers on the internet. Lindsay and Bernadette will meet new organizational networks that can provide them with vast knowledge on different management strategies that can foster growth. The duo will learn to be professional in their service provision to customers just like their larger competitors (The Marketing Mix and 4 Ps 2011). Studies conducted by the Australian Communications and media authority in 2008 found that 91% of household with people aged 8-17 years old had the internet. In addition, a study presented on digital buzz blog stated that 1 in every 13 people in the world use Facebook in 2011 with over 50% of them who log on everyday. This indicates that most families have access to the internet and majority of people are on Facebook adding to the reason as why an e-presence is a beneficial move for Lindsay’s clinic as chiropractic care is for people of all ages and the best way to relay their service is through the internet. The entry of CCC into the electronic market will reduce the cost at which it will process information in the subsequent periods. For instance, it is more costly to publish newsletters or send catalogues to customers than to send an e-mail to the same number of clients (Wigand & Benjamin 2000). They can use the iPad 3 instead of depending on published newsletters from the Chiropractic Society of Victoria to promote the benefits of chiropractic care to inform their clients about the clinics developments and community-related information. The move is efficient and effective in relaying information to customers in real time. Clearly, in online marketing, CCC will save on the costs of printing and distribution of different information materials. Again, responses to e-mails w