PetFence is based in Birmingham, in the United Kingdom, and makes custom-made fences to protect cats and dogs in household gardens. The company takes orders via email, designs the fence together with the client, and builds it in the client’s garden. Finally, an invoice is sent to the client. PetFence depends on having just the right amount of necessary parts—too few and the work is delayed; too many and the storage fills up quickly. As business transactions are agreed on over the phone or by email, they sometimes forget to charge clients and pay suppliers. Moreover, email requests from prospective clients are often lost in the email flood, leading to missed sales opportunities and credibility issues. In what ways could information systems help PetFence? What issues can information systems not help them with?

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