This Best Practice Case Study explores the development of Ernie, Ernst & Young’s innovative online consulting service. In examining this unique service, the case study details the complete product development process, as well as the ongoing marketing strategies that have contributed to the success and growth of this service offering. Ernie is the first example of an information technology services company launching an Internet-based service offering. The case looks at the formation of the service’s marketing strategy as well as the roles of market research, branding, pricing strategy, and the launch. This case study provides many interesting lessons learned about the new services development process.