Building a website is recommended to increase Classic Embroidery's sales and profits. A website would allow the business to reach new customers, increase sales year-round, and provide low-cost advertising. However, there are risks like website crashes, low traffic, and hacking. To ensure success, the website should have secure hosting with ample bandwidth, be linked to social media for traffic, and use a trustworthy hosting provider. Overall, a website is strategically suggested to address Classic Embroidery's current lack of steady business.

1. Website Development for Classic
Embroidery
Prepared By:
Bruce Hayes
Internet Consultant
April 29, 2014

2. 1
Table of Contents
Executive Summary……………………………………………………………………………………………………………..3
Introduction…………………………………………………………………………………………………………………………5
The Opportunity………………………………………………………………………………………………………………….6
The Current Situation...............................................................................................…...6
Key Success Factors………………………………………………………………………………………………...6
Analysis of Alternatives…………………………………………………………………………………………...7
Strategic Solution Option………………………………………………………………………………………..7
Benefits and Risks of Building a Website…………………………………………………………………………….8
Benefits……………………………………………………………………………………………………………………8
Risks………………………………………………………………………………………………………………………..9
Final Recommendation……………………………………………………………………………………………………...10
References……………………………………………………………………………………………………………………………11
Appendix…………………………………………………………………………………………………………………………….12

3. 2
Executive Summary
Classic Embroidery has lost out on business due to an unsteady stream of work
and poor advertising. I believe that with the implementation of a website, Classic
Embroidery would not only increase profits but also increase the total amount of
sales year round.
The Opportunity
The Current Situation
At different times in the year, Classic Embroidery is slow and lacking
business. This is because regular customers are not buying product or requesting
work. The current advertising is not bringing in the revenue that is needed to
offset its cost.
Key Success Factors
Broadening of the brand Classic Embroidery and having the ability to reach
out to new markets would increase profits by many factors. The business needs to
be able to reach many different forms of advertising, like social media, in order to
get new customers.
Analysis of Alternatives
One alternative is to purchase more advertising on different websites that
have high traffic. This would hopefully bring in more business to offset the cost of
the advertising. Another alternative is to start an EBay store to sell products on.
Although this would allow for reaching a more diverse market, listing fee’s and
other hidden costs means the business cannot be as competitive with pricing.
Finally, Classic Embroidery can have me build it a website. This solution would
allow you post pictures of your products online for people to see, can be linked to
different social media sites for great advertising, and an online shopping cart can
be implemented to allow for online business.
Strategic Solution (Building a Website)
After analyzing all of the alternatives I believe that the best solution is to
build a website for the business. This solution will increase the customer base and
sales at a fair price to you the owner. This solution is the best fit to fix the current
situation and can be a huge benefit to the business.

4. 3
Benefits and Risks of Building a Website
Benefits
The benefits of building a website are:
 New customers
 Increase in sales
 Great low cost advertising
 Increase in yearly profits
Risks
There are risks that are associated with implementing a website such as:
 Poor hosting can lead to crashes in the website
 Low web traffic can lead to poor sales
 Website can be hacked
Final Recommendation
Though there are risks associated with building a website, I believe that by doing
so Classic Embroidery can improve its sales. To insure the success of a new website
the following should be considered:
1. Purchase hosting that offers large amounts of bandwidth to reduce crashes.
2. Tie website to many different types of social media, so that you can
maximize web traffic.
3. Purchase hosting that is secure and trust worthy.

5. 4
Introduction
In today’s world, technology can make or break a company. Those who do not
keep up with current trends usually do not make it long in their fields. For years
now people have found that a website not only gives a face to a business, but also a
means to sell their product around the world. Company websites have become
essential in a growing and established business as a way to reach out to others.
Properly programed websites can give customers a way to interact with your
product as if they were in a physical store. For those that are too busy to locate a
shop and look around, this is a great draw. People can order, view, and buy
product with a push of a button and with little cost to the owner.
Since its opening in 2003, Classic Embroidery has seen a rise and fall in sale
throughout the year. Aside from purchased advertising, the business is dependent
on word of mouth and recommendations from customers for new work. This
report is for you, the owner, to review the potential of creating your own website
to improve sales and grow your customer base.
This report will:
 Examine the opportunity
 Describe the risks and benefits
 Offer my final recommendation

6. 5
The Opportunity
The Current Situation
Classic Embroidery has been in business since 2003 and caters to the needs
of athletic teams, companies, and individuals. Since its founding it has been a
successful business relying on word of mouth and customer referrals for most of its
business. In recent years business has steadily begun to drop due to various
reasons, such as recent economic problems. One such problem has been persistent
though, at different times in the year, Classic Embroidery is slow and lacking
business. This is because regular customers are not buying product or requesting
work.
In an attempt to correct this situation, advertising has been purchased on different
mediums. This advertising is not bringing in the revenue that is needed to offset
its cost. Since the advertising has not been effective another solution needs to be
implemented in order to raise sales. If the current state is not corrected, more
drastic measures will have to be taken in order to salvage profits.
Key Success Factors
In order for the business to be more successful, the company needs to broaden the
brand of Classic Embroidery. The business needs to have the ability to reach out to
new markets in order to increase its profits. Increasing the reach the business has
on its customer base would greatly increase sales and the ability to maintain steady
profits. Having the ability to maintain profits at a constant basis is an invaluable
asset to gain.
Having the ability to reach many different types of advertising, like social media, in
order to get new customers, should also be factor for success. Many people use
social media as a viable way to pass along recommendations of favorite items and
products. Reaching this market would allow for the company to increase its
customer base. Classic Embroidery could then offer discounts or promotions to
further draw in fresh customers as well.

7. 6
Analysis of Alternatives
One alternative is to purchase more advertising on different websites that have
high traffic. This would hopefully bring in more business to offset the cost of the
advertising. Although the price may not cover the expense, by distributing itself on
multiple medium, the Classic Embroidery brand can branch out further.
Another alternative is to start an EBay store to sell products on. Selling on this site
would let Classic Embroidery sell many different types of items all year round.
Although this would allow for reaching a more diverse market, listing fee’s and
other hidden costs means the business cannot be as competitive with pricing.
Finally, Classic Embroidery can have Bruce Hayes build a website for it. This
solution would allow the business to post pictures of products online for people to
see. These could then be linked to different social media sites for great advertising.
An online shopping cart could also be implemented to allow for online purchasing.
Strategic Solution (Building a Website)
After analyzing all of the alternatives I believe that the best solution is to build a
website for the business. This solution would increase the customer base and sales
at a fair price to you the owner. This solution is the best fit to fix the current
situation and can be a huge benefit to the business. The website can allow you to
closely interact with customers via social media which “encourages two-way
communication, it offers many opportunities to ask questions and get quick
responses” (Barbara Shwom, 2014).

8. 7
Benefits and Risks of Building a Website
There are many reasons to have a website, one reason is “your business will be
available to potential customers 24 hours a day, 7 days a week, 365 days a year.
Potential customers who are already searching for your services and products can
find your business through search engines and your website will allow customers
to go online and research your products and services from the convenience and
comfort of their own home” (The Advantages To Having A Website For Your
Company, 2014).
Benefits of having a website
The benefits of building a website are:
 New customers. By having a properly coded and listed website, you will be able
to reach out to a new customer base. Classic Embroidery will be able to contact
people via social media and speak with potential customers that were
previously unreachable.
 Increase in sales. The new customer base from the website will bring in an
increase in sales. The website would also replace the lost revenue during the
times of year when sales are slow.
 Great low cost advertising. Instead of spending money on adverting that is
currently not working, customers will be able to search for your site on the
internet. In today’s world people are “using their mobile phones more and
more to browse the internet, find out about businesses and even buy products
and services” (Adrian, 2010). This type of internet exposure is very beneficial for
Classic Embroidery’s future.
 Increase in yearly profits. With a constant customer base and new exposure,
the business will see an increase in yearly profits. This will help Classic
Embroidery stay in business for years to come.

9. 8
Risks
There are risks that are associated with implementing a website such as:
 Poor bandwidth can lead to crashes of the website. If improper bandwidth is
selected, the website can be overloaded and crash. This would lead to the loss of
customers and revenue. If this problem continues to occur, then it might lead to
permanent losses.
 Low web traffic can lead to poor sales. If the website is designed poorly, then it
can lead to poor web traffic. Meta tags and correct SEO, search engine
optimization, must be correct in order to be found by the most people on the
internet. Without great SEO, your site will not be first in searches and may be
lost among many others.
 The website can be hacked. Like many other business websites you must except
the chance that the site can be hacked. Security measures will have to be
implemented to protect passwords and stop malicious software. A back up of
web data will also need to be done on a constant basis to insure its protection
and that the site stays up.

10. 9
Final Recommendation
Though there are risks associated with building a website, I believe that by doing
so Classic Embroidery can improve its sales. As an already established and trusted
company, a website will only continue to grow what is already there. This site will
spread to others what many already know, if you want good monograming and
embroidery then this is the business for you. To insure the success of a new
website the following should be considered:
1. Purchase hosting that offers large amounts of bandwidth to reduce crashes.
Bandwidth can be purchased from many different hosting sites, such as
GoDaddy. One of their packages offers an unlimited amount of bandwidth for a
considerably low price.
2. Link the website to many different types of social media, so that you can
maximize web traffic. Once a website is developed, it must be linked to sites
such a Facebook or LinkedIn, in order to get as much social media coverage as
possible. These sites will allow for maximum exposure.
3. Purchase hosting that is secure and trust worthy. Researching hosting
companies is essential before purchasing and uploading a website to it. They
must have secure ports and good security before trusting them with your data
and customer’s information. This information is critical to the continuance of a
successful business and need to remain safe.

11. 10
References
References
Adrian. (2010, October 6). Advantages and Disadvantages of Websites For Business
- See more at:
http://blog.thecompanywarehouse.co.uk/2010/10/06/advantages-and-
disadvantages-of-websites-for-business/#sthash.6j2TIjYs.dpuf. Retrieved
from The Company Warehouse:
http://blog.thecompanywarehouse.co.uk/2010/10/06/advantages-and-
disadvantages-of-websites-for-business/
Barbara Shwom, L. G. (2014). Business Communiation Polishing You Porfessional
Presence. New Jersey: Pearson.
The Advantages To Having A Website For Your Company. (2014, April 28).
Retrieved from NewRiverLeads:
http://www.newriverleads.com/advice/having-a-website-advantages

12. 11
Appendix
Slideshare.net link:
http://www.slideshare.net/cerberiss/final-presentation-34224461