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Virtual Vineyards

To Robert Olson and Pete Granoff the Internet's Web Wide World seemed like the perfect medium for selling quality wines. Virtual Vineyards opened its virtual storefront 1995; an on-line retail store selling wines the old-fashioned way but using new technology. This paper is an analysis of the market research used to develop virtualvin.com. Robert Olson, an expert on computer systems, software development, and marketing, and Peter Granoff, a wine expert with 20 years of experience as a teacher, taster, consultant, and sommelier in San Francisco's restaurants and clubs, wanted to start their own business on the Net. Attracted by idea of merging Olson's vision of interactive, high-service "Web stores", and Granoff's relationships with th

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