We are more innovative and offer technical capabilities and support that others don't.  We are not structured to capture all of the market share that we could but are moving in that direction.  We have made a significant investment in new staff to better capture market share as well as perform better as a business.  Opportunities are the potential to establish a vertically integrated organization which can better control our price point thus capturing a larger market segment.  The biggest threat is if we fail to transform our business model and how we portray ourselves to others.  Must set ourselves apart.