E BUSINESS course 2 - INSEEC 2011/12
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Building an E-Business project

Building an E-Business project
1. Who : organisations
2. What : types of e-Business Projects, goals and KPIs, revenue models
3. How : steps and best practices

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E BUSINESS course 2 - INSEEC 2011/12 Presentation Transcript

  • 1. E-BusinessCarolina BORGES Building an E-Business projectCours e 2 – 0 9 / 0 2 / 2 0 12Ma s te r I NS E E C2 0 11 -2 0 1 2
  • 2. AGENDA1. TUESDAY 29 NOVEMBER - 4H : 13h15 - 15h15 / 15h30 - 17h30 Introduction, key concepts, e-Business case studies2. THURSDAY 9 FEBRUARY - 2H : 15h30 - 17h30 Building an e-Business projet I3. THURSDAY 22 MARCH - 2H : 15h30 - 17h30 Project 1 Building an e-Business projet II E-Business Case Study4. THURSDAY 12 APRIL - 4H : 13h15 - 15h15 / 15h30 - 17h30 Digital marketing strategy I5. TUESDAY 12 JUNE - 2H : 13h15 - 15h15 Digital marketing strategy II6. FRIDAY 15 JUNE - 4H : 13h15 - 15h15 / 15h30 - 17h30 Digital marketing strategy III7. WEDNESDAY 04 JULY - 2H : 13h15 - 15h15 Project 2 Project presentation E-Business Project Carolina BORGES
  • 3. Case Study Case study of a successful e-business player Individual work 7-9000 car (2 text pages) You can add images and illustrations (unlimited) To be delivered printed THURSDAY 22 MARCH Structure :1. Present the company (history, countries, number of employees, turnover, etc)2. Present the digital service: the website and what it sells (products, services, etc)3. You can use known analysis methodologies (SWOT, 4P, etc)4. Present marketing strategy (traffic acquisition, advertising)5. Present and focus on the business model, ie, the revenue sources (how does this company make money)6. Simulate pitch: what differentiates this service? What makes it worth? Why will it be / is it successful? Carolina BORGES
  • 4. « Pitch » Originally from sales pitch. A sales pitch is a planned presentation of a product or service designed to initiate and close a sale of the same product or service. Today, mostly used has “elevator pitch”. It is a short summary used to quickly and simply define a product, service, or organization and its value proposition. The name "elevator pitch" reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes. An elevator pitch is often used by an entrepreneur pitching an idea to a venture capitalist or angel investor to receive funding. Elevator pitches are also used in many other situations. Personal uses include job interviewing, dating, and summarizing professional services. In the film industry, a pitch is a concise verbal (and sometimes visual) presentation of an idea for a film generally made by a screenwriter or to a producer or studio executive in the hope of attracting financing. Wikipédia Carolina BORGES
  • 5. « Pitch » Originally from sales pitch. A sales pitch is a planned presentation of a product or service designed to initiate and close a sale of the same product or service. Today, mostly used has “elevator pitch”. It is a short summary used to quickly and simply define a product, service, or organization and its value proposition. Quick definition The name "elevator pitch" reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty that shows why it is seconds to two minutes. An elevator pitch is often used by an entrepreneur pitching an idea to a venture worth investing in. capitalist or angel investor to receive funding. Elevator pitches are also used in many other situations. Personal uses include job interviewing, dating, and summarizing professional services.[ In the film industry, a pitch is a concise verbal (and sometimes visual) presentation of an idea for a film generally made by a screenwriter or to a producer or studio executive in the hope of attracting financing. Wikipédia Carolina BORGES
  • 6. « Value proposition » A value proposition is a promise of value to be delivered and a belief from the customer of value that will be experienced. Creating a value proposition is a part of business strategy. Kaplan and Norton say “Strategy is based on a differentiated customer value proposition”. Promesse de marque / bénéfice client : C’est le bénéfice objectif ou subjectif suggéré aux acheteurs par la publicité. Avec Evian, mon corps préserve son capital jeunesse Avec Nike, je me dépasse Wikipédia Carolina BORGES
  • 7. Building anE-Business project PART I Carolina BORGES
  • 8. LAST SESSION (Introduction)• Key figures : penetration, e-commerce E-business projects make turnover, France and International, sense in a growing context advertising budgets• E-business ≠ E-commerce ≠ Many different categories E-marketing of digital projects• Pureplayers ≠ click and mortars ≠ Types of players, all can be brick and mortars concerned• Business Models : subscription, The reason why of any advertising, sales, commissions… e-business project• Crowdsourcing : the main contributor of online contents is YOU = the main One of the main strategies of revenue to companies current e-business models Carolina BORGES
  • 9. CROWDSOURCING YouTube – an example of crowdsourcing (videos are uploaded by users) Take a look at the page above. This video was viewed over 56 million times. Notice the advertising at the top-right of the page. A user has created a content. This content generates massive traffic. Youtube generates revenue by showing an advertising to this traffic (this video is popular, but longtail is applicable to Youtube too) Carolina BORGES
  • 10. E-business projects• Who : organisations• What : types of e-Business Projects, goals and KPIs, revenue models• How : steps Carolina BORGES
  • 11. Building anE-Business project WHO Carolina BORGES
  • 12. • Who : organisations Pure players Click and mortarsBrick and mortars Integrated Digital structure Carolina BORGES
  • 13. • Who : organisations Direction générale … Finance Marketing Commercial DSIProduit Etudes Medias … Digital is an organizational challenge for traditional structures based in silos Carolina BORGES
  • 14. • Who : organisations Direction générale … Finance Marketing Commercial DSIProduit Etudes Medias … IT infrastructure; IS impact; etc Digital is an organizational challenge for traditional Legitimate ownership structures based in silos Carolina BORGES
  • 15. • Who : organisations Direction générale … Finance Marketing Commercial DSIProduit Etudes Internet Medias is a distribution … channel with sales impact Digital is an organizational challenge for traditional Legitimate ownership structures based in silos Carolina BORGES
  • 16. • Who : organisations Direction générale … Finance Marketing Commercial DSI Communication channel,Produit Etudes Medias … with multiple digital touchpoints Digital is an organizational challenge for traditional Legitimatestructures based in silos ownership Carolina BORGES
  • 17. • Who : organisations• Within click and mortars, digital tends to be owned by marketing but with a strong implication from IT, Sales, Communication, etc.• This transversal approach breaks the recurrent « silo- organization » and represents a challenge.• General management sponsoring is a key factor to the success of any e-business project. Carolina BORGES
  • 18. Within click and mortars with a stronger digital awareness, there tends to be an independent, dedicated Business Unit, sometimes with its own P&L Carolina BORGES
  • 19. • Who : organisations Sponsoring SupportDirectiongénérale Marketing DSI Specifications and requirements (Cahier des charges) Agencies Providers Carolina BORGES
  • 20. Building anE-Business project WHAT Carolina BORGES
  • 21. Périmètre ACQUISITION• Recruter du trafic qualifié vers lesite de l’annonceur Supports propriétaires :• L’enjeu : Générer un volume Site Internetmaximal de prospects au Coût E-réputationd’Acquisition optimum Site mobile & Réseaux Portail E-REPUTATION sociaux• Faire parler de sa marque auprèsdes communautés cibles etaméliorer l’image véhiculée• L’enjeu : Toucher les influenceurset créer de la « brand advocacy » FIDELISATION Acquisition Fidélisation• Garder la présence à l’esprit de lamarque et stimuler l’acte d’achat de trafic• L’enjeu : Augmenter le « lifetimerevenue » de chaque client acquis OPTIMISATION• Tracker, Analyser et optimiser lesétapes de conversion• L’enjeu : augmenter le taux detransformation tout en réduisant leCoût d’Acquisition Carolina BORGES
  • 22. Subscription AdvertisingCommission Micropayments Affiliation
  • 23. Generating traffic to create inventory to sell to advertisers Subscription Advertising Content generation Content accessibility Media approachCommission Micropayments Affiliation
  • 24. Subscription Advertising Ultra qualified trafficCommission Micropayments Conversion above all Affinity with revenue sources Affiliation available in affiliation
  • 25. Offer Value added Subscription Value for money AdvertisingCommission Micropayments Affiliation
  • 26. Subscription Advertising Offer Partners Price model Optin database MicropaymentsCommission Affiliation
  • 27. Subscription Advertising Entertaining Fun and addictive Volumes Very low marginsCommission Micropayments Affiliation
  • 28. E-business project• Targets, KPIs, P&L – Targets defined in advance, influences the budget (IT, creative, providers, etc) – The KPI (Key Performance Indicators) should be defined in advance: ROI, CPA, ARPU, etc – As a Revenue source, the e-commerce project often has its own P&L• Sales targets – Defining the sales targets (volumes) is key to establish a media plan with advertising budgets Carolina BORGES
  • 29. Definitions• ROI  Return on Investment  En FR : le retour sur investissement désigne un ratio financier qui mesure le montant dargent gagné ou perdu par rapport à la somme initialement investie dans un investissement (investissement publicitaire, investissement développement plateforme e-commerce, etc).• CPA  Cost Per Action/Acquisition  En FR : Coût Par Action – le volume d’investissement nécessaire pour acquérir un acheteur• ARPU  Average Revenue per User  En FR : Chiffre daffaires moyen réalisé, sur une période donnée, par un client de l’entreprise• P&L  Profit and Loss Statement‘ - A financial statement that summarizes the revenues, costs and expenses incurred during a specific period of time  Compte de résultat Carolina BORGES
  • 30. Building anE-Business project HOW Carolina BORGES
  • 31. Workflow• Requirements and Specifications => agency competition• Agency delivers (depending on requirements): brand positioning mood board, website visual templates (maquettes), technical recommendation (front office, backoffice/CMS), marketing and media plan• Next steps : Information architecture (arborescence) => Zoning => Stoyboard => Gabarits… Carolina BORGES
  • 32. E-business projectSpecifications & requirements – issues to be dealt withprior to the call for tender:• Price policy and positioning – Premium? Discount? Positioning price perception allows to create a relevant visual environment• Target (cible marketing)• Competition – identify your digital competition, the competitive landscape is not the same as in the physical world• Catalogue: – Which % of references sold online? Width and depth? All categories? Carolina BORGES
  • 33. Logistics and delivery• Supply chain management• The chain flow (flux logistique) must be managed : – Stocks must be managed real-time – A third-party may intervene to manage outbound packaging flows : gestion du colisage (emballage, tarification, étiquettage, envoi) – A transportation solution must be adopted to ensure reliable client delivery• UPS, Fedex, DHL, GLS, Chronopost, Colissimo, Adrexo Carolina BORGES
  • 34. Payment solutions• Risk management, reliability• Online payment solutions – Bank solution : Module de paiement sécurisé bancaire “contrat VAD” (Cyberplus, Cybermut, ATOS, Etransaction, Sogenactif, Paybox) – Third parties (Tiers de confiance) : Paypal, Google Checkout – Receive and Pay : FIA-net – Micro-paiement : Audiotel …. Carolina BORGES
  • 35. E-commerce technical solutions3 types– Plateformes de vente généralistes (ex : Ebay, Amazon,Pixmania, Priceminister) • Avantages : mise en oeuvre rapide et simple • Inconvénients : % du CA, peu de flexibilité, pas assistance, pas d’identité visuelle propre, produits noyés dans la masse– Plates-formes en mode « SaaS » (ex : Power Boutique, StoreFactory, My Eboutique) • Avantages : mise en oeuvre rapide • Inconvénients : coût mensuel, peu de flexibilité, peu d’assistance, prise en main nécessitant un minimum de connaissances– Solutions commerciales et Open Source : OsCommerce,Prestashop, OpenCart, Magento, Joomla, etc. • Avantages : flexibilité, coût de fonctionnement, personnalisation de son image, conseil et assistance, maintenance et mise à jour • Inconvénients : coût de mise en oeuvre Carolina BORGES
  • 36. Obligations légales• Mentions légales – Nom et coordonnées de léditeur du site – Nom et coordonnées de lhébergeur du site – Mentions liés à la loi informatique et liberté + n° de déclaration à la CNIL – Les copyrights associés aux contenus du site (textes, images, vidéo, audio, ...)• Mentions supplémentaires pour les E-commerçants : – Les conditions générales de vente, mentionnant notamment le délai de rétractation ou de réclamation – Le délai moyen de livraison – Les conditions de remboursement• Optin obligatoire lors de la captation de leads Carolina BORGES
  • 37. Carolina BORGES
  • 38. To succeed we must
  • 39. …increase the volume of traffic
  • 40. …and increase the conversion rate
  • 41. Conversion is a challenge
  • 42. Conversion funnelSteps, in a website, required to progress toward meeting a conversion.A conversion is a term used by marketers to describe the final outcomeof a site visit (sales, form, subscription, etc).Type of websites – conversion : e-commerce - sales content - number of newsletter subscriptions lead-generation – forms / white paper downloads Carolina BORGES
  • 43. Carolina BORGES
  • 44. Bonnes pratiques e-Commerce1. Page d’accueil de site / landing pages2. La navigation3. Pages produits4. Tunnel d’achat5. Formulaires / inscription6. Page « a propos »
  • 45. 1. Homepage / landing pagesProbablement la page la plus importante Faire bonne impression ! (- de 10 secondes pour convaincre ) Orienter vers les principaux services Monter les nouveautés Le syndrome « mot du président » Vouloir mettre trop d’infos
  • 46. Carolina BORGES
  • 47. + de 50 liens !
  • 48. 2. La navigation« On ne peut pas acheter ce qu’on ne peut pas trouver » Faire comprendre la structure (fil d’ariadne, navigation) Orienter / guider Call to action Navigation invisible Trop ou pas assez détaillée
  • 49. Breadcrumbs Carolina BORGES
  • 50. 3. Pages produitsLe « Cœur » de votre site Informer Convaincre Inciter à l’action / achat Ne pas répondre aux questions des client
  • 51. Ergonomy best practices Catégorie > Sous catégorie > Catégorie actuelle Nom du produit Lorem ipsum dolor sit amet,Description consectetur adipiscing elit. Prix barré Nullam lacinia augue sit courte et amet. Prix concrète Photo •Délai : 48h •Stock : Oui •Frais de transport : Offerts Ajouter au panier Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam lacinia augue sit amet nisi aliquam scelerisque. Suspendisse turpis mi, consectetur eu vestibulum eget, sagittis adipiscingDescription sem. Phasellus condimentum aliquam mollis. Curabitur cursus arcu sit amet urna fringilla ut laoreet justo ultrices. Quisque eu longue nisl nisi. Fusce vehicula magna ut augue tincidunt eu malesuada arcu volutpat. Etiam
  • 52. Carolina BORGES
  • 53. 4. Tunnel d’achatDu « panier » à la « caisse enregistreuse » Guider le client jusqu’à l’achat Rassurer que tout va bien se passer Faciliter la tâche de l’utilisateur Faire de l’achat une tâche complexe et éprouvante
  • 54. Call to action A Call To Action, or CTA, is a term used to describe a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel• Cliquez • Rentrer en contact avec un commercial• Pour avoir plus d’info • Achetez maintenant et obtenez 10% de• En savoir plus remise• Ajouter au panier • Abonnez vous à notre newsletter gratuite• Add to wishlist • Continuez votre shopping• Plus d’articles similaires• Commandez d’occasion Carolina BORGES
  • 55. 5. Formulaires / inscription Récolter les informations nécessaires Etre simple et direct Prévenir des erreurs (ex: format) Demander de nombreux champs inutiles et difficiles à remplir
  • 56. 49 champs !
  • 57. 6. Page « a propos » Un gage de confiance Expliquer que fait la société (en 1 paragraphe) Proposer des moyens de contact Gagner la confiance Trop de blabla « marketing » Cacher les données de contact
  • 58. • Website performance = maximise conversion rate (98% of traffic does not convert)• Conversion best practices • Key touchpoints : Home page (brand, offer), product page (value proposition / bénéfice ; layout…) • User Experience (UX) and Ergonomics • Breadcrumbs (fil d’ariane) • Call to action • Conversion funnels and forms • Write for the web • Folder line (ligne de flottaison)
  • 59. Thanks ! Questions / Feedback :carolinaborges@ymail.com Carolina BORGES