By creating its own customized Internet retailing system, coffee distributor Pura Vida has increased sales from $100,000 in 1999 to a projected $4 million in 2005.
The Decision: Though Pura Vida, a coffee company cofounded six years ago by a former Microsoft product manager, started as a tiny operation, it opted to build its own e-commerce system instead of buying off the shelf.
Pura Vida Coffee
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