Creating Your Online Strategy & Action PlanPresentation Transcript
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 ;
Networking Soirées .
Connections InfinCubator is a web-based service for aspiring women entrepreneurs developing ventures online. Strategic Guidance Resources
Who is sitting next to you?
What is Online Strategy?
Creating Your Online Strategy Step by Step:
My Action Plan
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:
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
Integrated e-commerce gateway for sales of 3rd party products
Paid-for Premium Content
Paid-for Storage & Display of Assets
Revenue Share from sales of the displayed assets.
Traditional Ad Display Space
Sales of Merchandise related to the site’s content.
Off-line and Hard Copy Products from the site’s content.
Sales of Data
Research as a Service
Education & Training
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
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:
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
Getting to know them
Capturing this information
Enter per cell:
Relationship Stage Target Persona
3.4 Converting a Lead into a Client
Landing page with the crafted offer.
A stream of targeted traffic that you drive to the page.
Examples of the Crafted Offers
Some type of free consultation
Access to a tool
Research / studies
Trials and samples
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
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?
Ideas for Stories
Stepping into the Customer’s Shoes
Becoming a Helping Hand for Your Prospects & Clients
Building on Your Passion & Dreams
Stories from Working Partners
Research Conversations Online for the “hot” topics
New pages on your website
Online tools, games & quizzes
Industry Research & Survey Reports
Frequency Delivery format Packaging Content Theme Target Segment
4.2 Optimizing Your Content
Keyword Research & Analysis
URL & Internal Links Structure
ALT Text on Images
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
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.
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
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