2. What’s the Idea? (The Visioning Process)
• To have a vision of what hope to accomplish and how hope to
accomplish it.
• The vision includes not just a statement of mission, but also
identification of the target
• audience, characterization of the market space, a strategic
analysis, a marketing matrix, and a
• development timeline.
3. Who and Where is the target audience?
• Without a clear understanding of target audience, will not have
a successful e-commerce
• presence.
• Target audience can be described in a number of ways:
demographics, behavior patterns
• (lifestyle), current consumption patterns (online vs. offline
purchasing), digital usage
• patterns, content creation preferences (blogs, social networks,
sites like Pinterest), and buyer
• personas (profiles of your typical customer).
