CFX Inc, an e-commerce start-up based out of India, has built a large e-marketplace that allows sellers and buyers to transact online. The firm currently has 30,000 sellers and aims to have around 50,000 sellers by FY 2015-16. The company has around 6Mn customers today and anticipates their growth to triple in the next 2 years. In order to provide best shopping experience to their growing customer base, the firm needs to collect, store and analyze different kinds of data (transactional, behavioural, syndicated, and demographic) and improve their customer shopping experience. The company is in the process of identifying and designing suitable data management systems to sustain and manage their business growth. As part of this initiative, they hire a consultant to study their data management requirements, design a data model and offer implementation related recommendations. The management expects the consultant to come out with a concrete set of recommendations in terms of the nature of solution, choice of the database, a data model that suits CFX’s requirements, cost-benefit trade-offs involved and implementation considerations.