HTM499 individual project


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HTM499 individual project

  1. 1. HTM 499 <br />Individual ProjectFall 2008<br />Feasibility Study on Website Construction and Online Marketing <br />Suh-hee Choi<br />
  2. 2. Table of Contents<br />1. Identification of need <br />2. Identification of market group <br />3. Business concept <br />4. Mission statement<br />5. Decision model<br />6. Competitor analysis<br />7. Bottom line questions<br />8. Website construction and design<br />
  3. 3. 1. Identification of Need<br />The Internet is getting more efficient tool for providing information and building relationship with customers <br /> Small-sized restaurants with limited budget should market efficiently with well-made websites. <br />This project is a feasibility study of constructing a website for a middle-sized local restaurant.<br />
  4. 4. 2. Identification of Market Group<br />West Lafayette<br />43.9% -- 20 to 24 years old<br />65% -- 15 to 34 years old<br /> West Lafayette + Lafayette <br />40 thousand people --15 to 34 years old<br /> Main visitors of the website<br />residents of Lafayette and West Lafayette<br />strongly appeal to teen-agers and young adults<br />Purdue University memgers -- high accessibility to the Internet <br /> Online marketing will be effective to our business. <br />
  5. 5. 3. Business Concept<br />Restaurant concept : entertainment restaurant in class. <br />“eatertainment” concept (Lack of “experiential restaurants” in the greater Lafayette area  running entertainment restaurant will be successful) <br /> Enjoyable atmosphere<br />Website also should incorporate the concept of being “energetic, fun, noisy, unique, exciting, active, and open,” as discussed in class. <br />
  6. 6. 4. Mission Statement <br />Paragraph 1 <br />potential visitors of the website <br />the importance of online marketing <br />clarifying the core value we can propose from online communication.<br /> Paragraph 2<br />website domain name and its appearance<br /> characteristics of our website and its structure<br />emphasized function rather than sophisticated design <br />we will ask a website design company to construct the template and will utilize the website and manage by ourselves after the construction <br /> Paragraph 3<br />special service provided<br />
  7. 7. 5. Decision Model <br />
  8. 8. 6. Competitors Analysis<br />Casual dining restaurant -- Applebee’s<br />Red Lobster<br />Dave & Buster’s<br />ESPN Zone<br />
  9. 9. 7. Bottom-line Questions<br />Isn’t it an excessive investment to construct and use website as a marketing tool? <br />Studies show that website is a good way to communicate with customers and to induce customer satisfaction and loyalty, if managed well.<br />Does online marketing really work? <br />Adequate responses to the customers’ feedback will significantly enhance the opportunity to lead customer’s satisfaction.<br />
  10. 10. 8. Website Construction and Design<br />1) Websites for small local restaurants – a case study of Chinatown Ice Cream Factory (CICF) in New York City<br />
  11. 11. 8. Website Construction and Design<br />2) Website construction – budget <br />WPromote ( provides service to construct basic websites with $1495. <br />
  12. 12. 3) Website contents<br />Paying attention to meet the five levels of customer relationships -- basic, reactive, accountable, proactive, and partnership<br />concept of our website should be compatible to the theme of our restaurant <br />energetic, fun, noisy, unique, exciting, active, and open <br />bright <br /> will benchmark the concept that Dave & Buster’s and ESPN Zone’s websites <br />8. Website Construction and Design<br />
  13. 13. Logo / Home<br />1.<br />Basic<br />Introduction<br />Bar/<br />Snacks<br />Menu<br />Game<br />Link to<br />Blogs<br />Food/<br />Beverage<br />Location<br />Link to<br />User-created Videos<br />(Youtube)<br />2. Reactive<br />map<br />Online<br />Reservation<br />Promotion<br />Contact information<br />Link to<br />Bulletin<br />Board<br />3.<br />Accountable<br />Feedback<br />Customer Service<br />FAQ<br />Link to<br />online<br />Social communities<br />4, 5<br />Proactive& Partnership<br />Membership service<br />Registration for Newsletter<br />
  14. 14. 4) Additional consideration<br />effective management of online communication channels is required. <br />Full-time staff members who are responsible for marketing and customer relations should be trained well to keep track of <br />our restaurant’s information<br />customers’ trends and participation<br />8. Website Construction and Design<br />