In this multimedia case, Martin Suter, Senior Vice President Corporate Development at Syncapse, a social media service provider, has an issue to address that deals with the firm's target customer. Syncapse competes in B to C, or business to consumer type companies segment. The challenge is what type of company to focus on. It is a concern given that there is a wide spectrum of choice ranging from companies like Coca Cola to those like Tim Hortons to small local brands. Visit casenet.ca for more free, open access decision focused video teaching cases from Acadia University.