The Business: Central East Warehouse, a Miami-Dade-based hardware wholesaler chiefly serving hotels in South Florida and throughout the Caribbean.

The Experts: SCORE Miami-Dade counselors Stuart Dornfield, an award-winning freelance copywriter and creative director and chief marketing officer for the Pink Collective; David Siegel, former owner of Central Hardware in Miami Beach; Todd Paton, an Internet marketing expert and owner of Paton Internet Marketing; and Carlos Blanco, a former sales and marketing executive and founder of Aftermath and ERTexting.

The Challenge: Revamp a family-operated hardware wholesaler into an online e-commerce hotel supplier.

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