. >> when ben realized ann clark wasn't reaching the entire crowd it wanted, he turned online. a channel he had originally ignored. >> we had stayed away from e-commerce because we didn't think you could sell a cookie cutter online. that was my biggest mistake of all time. we look at those numbers every day, all day, constantly. when i walk in, there's a report on all of our desk telling us how did amazon do, how did our website do. >> he's creating an influential network of cookie decorators and other ambassadors who help with name recognition. >> we want to support anybody who wants to use a cookie cutter. we have done a lot of blogger outreach, working with a lot of people through social media. >> they're in turn helping us develop our brand. >> ben keeps a constant eye on his competition, but he knows that his company is being watched, too. >> we have seen them on a number of occasions launch product which is a direct copy of product lines we launched. when somebody does something on the web, the other will do something on the web. >> this rivalry has had tense moments. alt