Creating Your Online Strategy & Action Plan

Egle Karalyte November 2, 2009 C reating Your Online Strategy & Action Plan The Pilot InfinCubator

What is InfinCubator?
We do it via the:
Web-based platform ;
Incubator-style workshops ;
Training programmes;
Networking Soirées .
Connections InfinCubator is a web-based service for aspiring women entrepreneurs developing ventures online. Strategic Guidance Resources

Agenda
Who is sitting next to you?
What is Online Strategy?
Creating Your Online Strategy Step by Step:
Core Essentials
eFinance
eSales
Break
eMarketing
eSystems
eOperations
eManagement
My Action Plan
Wrapping up

Who is sitting close to you?
Who is she?
What does she do?
Her business/career long term vision.
Her current challenges.
Her expectations for the workshop.

What is Online Strategy? What does it mean for you? How have you encountered it? Is it e-business? Is it e-commerce? Why is it valuable?

What is Online Strategy?
It answers such questions as:
How is your business positioned online
How much revenue your web assets should generate you
How your online presence should be aligned with your offline operations
What tools, technologies, and strategies you should use in order to increase brand awareness
What strategies you should use in order to drive qualified traffic into your web assets
Online strategy defines a long-term vision & activities of your business or brand within the online ecosystem in a way that helps you to achieve your ultimate business goals .

1. Core Essentials You Your Role & Mission Brand Competition Value Position Business Goals & Objectives Clients Elevator Pitch

1. Core Essentials cont’d. 1.1 Personal Objectives & Ambitions Short Term – Long Term – Ultimate 1.2 Personal Brand Essence Characteristic – Image – Feeling 1.3 Brand’s role Function – Mission/Purpose 1.4 Ideal Clients Criteria 1.5 Competition Psychographics Demographics Needs Segment How does my business compare to it? - + My Competitor

1. Core Essentials cont’d.
1.6 Value Proposition
1.7 Position in the Market
1.8 Business Goals & Objectives
Short Term – Long Term – Ultimate
1.9 Elevator Pitch
Tell a story in 3 seconds about your business/brand. Make sure to include:
What
Whom
How
Why

2. eFinance 2.1 Revenue & Profit 2.2 Multiple Revenue Streams 2.3 Revenue per Revenue Stream

2.1 Revenue & Profit How much revenue and profit realistically do you want to generate from your e-business or online presence? Per year Per month Net Profit Per year Per month Gross profit Per year Per month Costs Per year Per month Revenue Ultimate Figures 3 rd year 2 nd year 1 st year

2.1 Multipe Revenue Streams
E-commerce
Integrated e-commerce gateway for sales of 3rd party products
Marketplace
Paid Membership
Paid-for Premium Content
Paid-for Storage & Display of Assets
Revenue Share from sales of the displayed assets.
Advertising
Traditional Ad Display Space
Affiliate Networks
Search
Content
Sponsorship Deals
Sales of Merchandise related to the site’s content.
Off-line and Hard Copy Products from the site’s content.
Off-line Events
Sales of Data
Research as a Service
Education & Training
Donations

2.2 Revenue per Revenue Stream Per year Per month Per year Per month Per year Per month Revenue Stream 3 rd year 2 nd year 1 st year

3. eSales 3.1 First Contact 3.2 Creating a Relationship 3.3 Developing & Nurturing a Relationship 3.4 Converting a Lead into a Client 3.5 Facilitating a Sale

3.1 First Contact
“ Hooks” online
Interest
Engage
Content Where Action

3.2 Creating a Relationship
How will you take that first online contact to the next stage towards creating a stronger relationship?
Enter per cell:
- Action
- Frequency
- Content
What themes will you use for the dialogs with your customers? What stories will you tell and develop?
What will be the role of your customer and your business within these stories?
What “hooks” will you have within those stories in order to capture contacts with your audience and better understand their needs/interests?
First Contact  Target Persona 

3.3 Developing & Nurturing a Relationship
Staying-in-touch
Getting to know them
Educating them
Capturing this information
Enter per cell:
Action
Frequency
Content
Relationship Stage  Target Persona 

3.4 Converting a Lead into a Client
Prerequisites
Landing page with the crafted offer.
A stream of targeted traffic that you drive to the page.
Examples of the Crafted Offers
Free webinar
Whitepaper
Some type of free consultation
Access to a tool
Research / studies
eBooks
Trials and samples
Contests
Complimentary free service, product or saving on a purchase
Examples of Calls to Action
Request a Demo
Download our White Paper
3 2 1 Linked to Pages Call to Action Landing Page Crafted Offer + Price Target Segment

3.5 Facilitating a Sale
Pre-Sale
Post-Sale
Tools / Technology Collateral & Content Step

Let’s have a break …

4. eMarketing 4.1 Your Content Strategy 4.2 Optimizing Your Content 4.3 Promoting Your Content 4.4 Your Online Marketing Plan

4.1 Your Content Strategy
How will you communicate?
Engage?
Inform?
Educate?
Entice?
Ideas for Stories
Looking Within
Stepping into the Customer’s Shoes
Becoming a Helping Hand for Your Prospects & Clients
Building on Your Passion & Dreams
Customer Stories
Stories from Working Partners
Research Conversations Online for the “hot” topics
Packaging Stories
New pages on your website
Blog
Podcasts
Videos
Photos
Presentations
Webinars
eBooks
News Releases
White Papers
eNewsletters
Wikis
Kits
Online tools, games & quizzes
Industry Research & Survey Reports
Frequency Delivery format Packaging Content Theme Target Segment

4.2 Optimizing Your Content
Keyword Research & Analysis
On-site Optimization
Page Titles
Headings
URL & Internal Links Structure
Meta Keywords
Meta Descriptions
ALT Text on Images
Robots.txt

4.3 Promoting Your Content
Submit Your Website to Quality Web Directories
Submit Your Website to Industry Specific Directories & Websites
Create & Submit Sitemaps
Share Your Content via Media Sharing Sites
Promote Your Content via Content Distribution Sites
Be Active in the Online Forums & Communities
Become an Expert in Sites Offering Professional Help
Make Yourself Known on Professional Social Networks
Affiliate Programs
Creating Partnerships Online
Approaching Bloggers & Independent Journalists
Pay-Per-Click (PPC) advertising

4.4 Your Online Marketing Plan Monthly Revenue ► Activities ▼ June May April Mar Feb Jan 2nd Quarter 1st Quarter Dec Nov Oct Sept August July 4th Quarter 3rd Quarter

4.4 Your Online Marketing Plan cont’d. Weekly Daily Friday Thursday Wednesday Tuesday Monday 5. 4. 3. 2. 1.

5. eSystems / Web Assets
Your website(s)
Your blog(s)
Domain names
Email Marketing System
Lead Nurturing System
Your profiles on the social media sites
CMS
Online Reputation
Search Engine Rankings
Who will do it? Core Requirements Web Asset

6. eOperations 6.1 Customer Management 6.2 Supplier Management 6.3 Order Fulfillment 6.4 Order Management 6.5 Payment Management 6.6 Quality Management 6.7 Delivery Management 6.8 Inventory Management

6.1 Customer Management
Customer Expectations
Post sale & pre-shipment
Post-shipment
Follow up post delivery
Technology & Tools Who is involved Content Step Technology & Tools Who is involved? What information will you capture? What will you say? How will you follow up?

6.2 Supplier Management
Expectations
Interaction with Suppliers
Time Constraints Technology Delivery Format Deliverables Supplier Technology & Tools Used Who is involved Information to receive Information to send Purpose of interaction

6.3 Order Fulfillment Following up with the customer post delivery date Notifying customer about the shipment & delivery date Delivering the Order Verifying the Order Quality Preparing an Order Notifying Suppliers Confirming an Order Verifying an Order Receiving the Money Receiving an Order Technology & Tools What information to pass on and to whom? What information to collect and who will do it? Step

6.4 Order Management
Receiving an Order
Verifying an Order
Preparing an Order
Returning/Exchanging an Order
Technology & Tools Who is involved Information to capture How

6.5 Payment Management
Receiving the Money
Refunding the Money
Sending the Money
Technology & Tools Who is involved? How will you cash the money? How is payment taken/sent? Product/Service/ Supplier

6.6 Quality Management
Quality Management Checklist
Quality Management Process
Technology & Tools Who is involved Information to record Step

6.7 Delivery Management
Once the product is ready for delivery, how will it work?
What will be done in-house and what will be outsourced?
Technology & Tools Who is involved Information to record Information to send Step

6.8 Inventory Management
How will you plan, forecast, and manage your inventory?
When do your suppliers expect to receive orders (one month in advance, two, etc.)?
How will that affect your e-business?
Inventory Order Process Technology & Tools Who is involved Supplier Expectations Product

7. eManagement 7.1 Traffic & Basic Stats Tracker 7.2 Search Engines Tracker 7.3 Social Media Tracker 7.4 Online Reputation & Buzz Tracker 7.5 E-Communications Tracker

7.1 Traffic & Basic Stats Tracker Website Grader http:// websitegrader.com / Effectiveness of your website’s marketing W3C Link Checker http://validator.w3.org/checklink Check broken links on your website Pingdom Tool http:// tools.pingdom.com/fpt / Site 24x7 http://site24x7.com/
Performance
Loading time
Uptime & performance from multiple locations.
Downtime or threshold violations.
Google Analytics http:// www.google.com /analytics
Activity on your website
# of downloads
# of registrations
mostly visited pages
# of inquiries
# of call originated from the website
Visitor behavior paths
Google Analytics http:// www.google.com /analytics
Incoming traffic statistics
# of visits
# of unique visits
# of pageviews
traffic sources (email, social media, mobile, website referrals, etc.)
keywords using which people find you
demographics of incoming traffic
Tools Benchmarks & Success Metrics What to track & measure

8. My Action Plan 10. 9. 8. 7. 6. 5. 4. 3. 2. 1. Status Finish Date Start Date Assigned to Next Step

Thank You!
Schedule your 30min follow up session . Now or via email [email_address]
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Creating Your Online Strategy & Action Plan

by Egle Karalyte

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