phone calls, and keep up with everything. it is so hard and then i feel horrible when we miss -- we actually missed something. >> right. >> and so -- >> you guys care about those orders. >> i do. i care about our customers. and they are celebrating something and they're choosing us. >> the swat team has now set up two short-term plans for a rapid sales boost. that set the stage for our next adviser. lisa donahue, founder of the watershed communications. lisa's a national branding expert who brought some long-term advice for extending the brand. >> so i know you're looking at a partnership with lick ice cream. >> right. >> and so maybe thinking about bundt cakes, three layer chocolate cakes, really doing a whole a la mode concept to bring people in to the shop. >> cake and ice cream. >> cake and ice cream, yeah. >> with a short-term plan in place, and a long-term growth plan to think about, it's time to get ready for the big fat cupcake tasting party.