CASE STUDY Background In 2004, entrepreneur Robin Weber founded BillyTheTree, LLC, a company based in Belleair Bluffs, FL, when he was a senior in high school. In recent years, the product line has been narrowed down to specialty jewelry, watches and sunglasses that are not available through mainstream retail channels – thus the slogan “Unique Name. Unique Jewelry.” BillyTheTree was launched as an e-commerce company and opened a physical sto

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