Client Brief: Edgar Macapagal has been running his one-man heating and air conditioning business serving Northern Virginia, Maryland, and Washington D.C. for the last 11 years.  With high fuel prices negotiating traffic to go from one job to the next some 20 miles away adds a heavy burden to his small business.  While word of mouth has been all Edgar has ever needed to stay very busy, he would like to reduce the size of his service area to just around Fort Washington, Maryland where he is based.  To do this he will need to gain a significant new customer base to replace his current customers that are further away.