This resource focuses on the application of Marketing-Information Management (MIM) principles to a real-world scenario concerning a local retail business, Coastal Surf. The objective is to help students understand how to use data effectively to identify business problems and decrease decision-making risks. Through a case study where sales of board wax have unexpectedly dropped, students are prompted to evaluate the reasons behind this change in consumer behavior and to suggest actionable data-driven strategies to address the issue. Key tasks include determining the purpose of MIM in analyzing these sales, identifying an external data source that may shed light on the decline, and discussing how such analysis can mitigate risks associated with management decisions.