The document outlines a business plan for the Better Business Bureau (BBB) aimed at enhancing marketplace trust in the Greater Los Angeles, Silicon Valley, and San Jose areas. It emphasizes the organization's mission to provide unbiased information, dispute resolution, and ethical business promotion while detailing marketing strategies, revenue growth targets, and the importance of maintaining a strong corporate image. The plan also highlights the establishment of a marketing department and strategies to utilize data analytics for improving member and consumer engagement.

1. Better Business Bureau ®
Start With Trust®
A Business Plan Prepared by:
Vanja Dekic
Christian Jugo
Camila Montenegro Bergamo
Karla Kim Young

2. Company Overview
Mission: BBB’s mission is to be the leader in
advancing marketplace trust.
• Need for Company: Independent resource offering
customers/consumers unbiased information, dispute
resolution, company reviews in the Greater Los
Angeles, Silicon Valley and San Jose Area

3. • Promotes ethical business behavior
• Aggregates company reviews/complaints
• Educates public on scams
• Dispute resolution
• Improves business/consumer relations and promotes trust
• Evaluates charities and advertisements
What
BBB
does
• Businesses, customers/consumers, government within
the Greater Los Angeles, San Jose and Silicon Valley
areas
Target
Audience
• 100 year brand recognition as a proponent of ethical
business standards and practicesUniqueness

4. Facilities, People Power and
Organization
• A 501c6 nonprofit organization with 2 offices
located at San Jose CA and Los Angeles CA
• Has 37 employees
BoD
CEO
Department Heads
Staff

5. • “flatter organization”. Organization works because
the low level positions are independent and
specialized with low complexity tasks
Span of
Control
• “line position” – everyone reports to a boss. Minimal to none
vertical information flow problemUnity of
Command
• Must establish a Marketing department/staff
• Staff replacement during absence
Stability
• the “line position” helps the efficiency of the
organization because everyone knows to whom they
need to report and from whom they get the directions
from.
Efficiency

6. GOALS
Increase claims settlement to 90%
1
10% Revenue growth by increasing new
business membership to BBB located in the Los
Angeles, Silicon Valley and San Jose regions.2

7. Marketing Strategies
Corporate
Image
Positioning Pricing Product Distribution Promotion
Marketing
Information
System
Strategy

8. • Protect reputation
ALWAYS.
• Create promotion of the
BBB logo and seal of
approval
• Enhance customer
feedback
Corporate
Image
Strategy
• Market leader - a source of ethical
and trustworthy advice, assistance
since 1912
Positioning
Strategy
It is true that integrity alone won't make you a leader, but without integrity you will never be one.
Zig Ziglar

9. • Reasonable Profit Strategy – make the price
of the membership affordable and non-
discriminatory to small and big
businesses. $425 (currently)
Pricing
• Core: Business Reviews, customer dispute
resolution, Accreditation, Seals &
Memberships/partnerships
• Peripheral: Customer education,
Advertising review
• Revenue Strategy: Free to consumers,
supported by memberships/partnerships,
fundraising
Product

10. • Create ads that directs to a unique landing
page or gathers data on “hits” generated.
Provide a hotline for consumers to call
that also gathers data where high
frequency callers using area code
recognition. Use Google analytics on BBB
website as well as keyword search to
determine competitor’s keywords.
• Conduct surveys or performance reviews
for feedback
• Monitor as well as encourage consumers
and businesses to include the
#proudBBBmember in their social media
campaigns
Marketing
Information
System

11. Website Data BBB Should Be
Tracking
• Landing Pages that lead to the most conversions
Landing Page – The first page a website visitor lands on
when visiting your website.
Conversion – A successful completion of a website goal
(such as making a donation, membership sign-up)
• Traffic Sources that lead to the most conversions
• Pages with the highest Exit Rate
Exit rate - The percentage of website visitors that leave
from a given page instead of clicking to view another one

12. Traffic Sources
Search
Traffic
Direct
Traffic
Referral
Traffic
Campaign
Traffic

13. • Add more value and services
to the membership package
• Buying lists of new
corporations and sending
out mailers
• Social networking to make it
more relevant to gen x,
millennials, gen z.
• Personal selling - develop
personal relationships
Promotion

14. Mobile App Improvements

16. Revenue Components
Dispute resolution - BBB Auto Line
rent virtual space on website
rent customer database
advertisement through website & mobile app
company seminars on better business practices & arbitration fees
(CRM Solutions, Customer Service Trainings)
Donate button (website)/pledge a program
Membership Fees
Create a Business Ethics book

17. QUESTIONS?