Hi Brett,
I would suggest starting off with a very focused PPC campaign aimed at a few products and review the performance. As EGOL has mentioned, you will have to watch your competitors very closely to ensure that they are not offering better deals than you for the same keywords. This should help bring in funds as the SEO campaign is ramping up. We have also seen a correlation with PPC traffic improving organic traffic for our clients.
Cheers,
SEO5
