Direct Buy has been around developing its business over the last forty odd years selling directly to customers and avoiding the intermediary retail markups. Their entire business model has been threatened by e-commerce players such as Amazon and this particularly reflected post the recession in 2008. In order to survive the firm has conducted business analysis using Microsoft software such as R and Rapid-Miner. The team identified 22 channels to arrange business from. These findings and action taken accordingly helped Direct Buy see through some of the toughest times.