Download the Website Proposal Planning Template at http://www.fourquadrant.com/product/website-proposal-template/ The Website Planning Template is designed for Marketeer's to build an efficient and effective website. The scope of the PowerPoint template spans affirming the objectives for the website, outlining the target audiences, developing the brand experience and documenting the feature road map. Downloading the PowerPoint template sets your website project up for success by establishing clear goals, objectives, strategies and metrics. Download go to market planning templates at http://www.fourquadrant.com/products/

1. Website Planning
This SlideShare presentation includes 8 of the 15 slides
available in the Website Planning Template.
Download the complete template at:
www.vpmarketingondemand.com/templates

2. Outline
1 Website Planning Process
2 Setting Objectives, Deliverables and Timeline
3 Target Audience & Personas
4 Buyer Behavior Model
5 Journey Board
Conceptual Architecture
6
7 Brand Vision & User Experience
8 Feature Roadmap
Enabling Process & Critical Success Factors
9
10 Success Metrics

3. TARGET AUDIENCE
BUSINESS OBJECTIVES These elements include clear definitions of who the website
is intended for, broken down by degrees of priority, and the
These are the key objectives the website must unique audience needs the website must address.
deliver upon in order to be successful
WEBSITE STRATEGIES
WEBSITE PLANNING Outlines boundaries of success by
defining how the website must accomplish
PROCESS the business objectives.
DELIVERABLES USER EXPERIENCE
Documents the deliverables generated from the Outlines, at a high level, the overall
website design strategy, including
process. considerations for information
architecture and creative design.
WEBSITE FEATURES
CRITICAL SUCCESS FACTORS Outlines the short and long-term feature
Defines how success will be measured once the and content requirements for the website
redesigned website launches.
ENABLING PROCESSES
Identifies the supporting business processes
SCUCESS MEASURES required to effectively operate the website.
Defines how success will be measured once
the redesigned website launches

4. Persona Development
Title
Social Media Behavior
Education
• Facebook
Hobbies
Name: John • Twiitter
Marital status
Occupation: VP Operations • YouTube
Time in role
Age: 51 • Quora
Time in career
Location: HSBC • Slideshare
Background Goals
• Came to HSBC from an internet startup in the personal • Come in under budget
finance space • Ensure IT implementations and business objectives are fully aligned
• Most influenced by: experience, peers, references in • Get promoted to CIO
same industry
Needs
Roles and responsibilities • Well thought out and organized information for vetting options
• Plans project execution & establishes budgets • Answers to his questions (usually provided by his direct reports)
• Maps out strategies for security, sarbanes-oxley • Proposals that he knows will pass muster with the executive team
compliance, and disaster recovery
• Involved in choosing standards Role in enterprise software purchases
• Asks the tough questions and gets answers before the • What is their specific role in the purchase process
CIO sees any proposal • What types of information do they desire to educate themselves (white
• Once he’s satisfied, Richard recommends solutions and papers, data sheets, etc)
vendors to CIO based on his team’s research and due • Where do they go for information
diligence (blogs, analysts, websites, collateral, colleagues, conferences, analysts, peer
groups)
• What delivery channel for information do they prefer (email, phone, f2f)

5. Buyer Behavior Model
How did the concept come up?
• Compelling Event
• Word of Mouth
What is important from the • Prior relationship
experience? • Under budget
• Customer support EXPERIENCE 6 1 TRIGGER • Sales call
• Training & education • Ad/PR
• Implementation / planning • DC program
• Ongoing account mgmt
• Direct communications
How would you even
What’s the buying consider?
process? • ROI
• SOW BUY 5 2 CONSIDER • Price
•Contracts • Budget
•Signatures • Key objective
•Negotiation • Market adoption
•Procurement • Competitiveness
• Existing vendor
relationship
What is the basis for
selection? What would you look for?
• Cost • Ease of use
• Risk CHOOSE 4 3 SEARCH • Functionality
• Vision • Analyst reports
• Technology • Perceived value
• Relationship • Success stories
• Financial viability • Domain expertise
• Prior experiences • Customer support
• Customer support • Total cost of deployment

6. Journey Board
PROSPECT LEAD CLOSE
Awareness Consideration Research Selection Purchase Delivery
Search Engine Marketing Website Sales Guide
(Playbook containing best practices, strategies, resources, references and guided-selling processes)
(Organic & Paid)
Microsite
Vertical Search Demos Trials RFIs/RFPs Customer Reference
Engines Marketing
Program
(Organic & Paid)
Social Networks Case Studies Customer Reference
Contracts
Program Customer
Trade/Industry
Whitepapers Advisory Board
Events Partner Pricing
Events/Programs Community
Analyst Reports WW, Regional and
Partner Assets Programs Local User Events
Customer
Blogs Competitive References
Community (Topical and Analyst Reports Training and Educational
Programs Analyses
Industry) Programs
ROI/TCO
Product Data and Executive Reports
Research Analyst Installation, Service and
Events Webinars/Webcasts Factsheets Sponsor/Briefing
Support Programs
(brand & partner) Customer
Technical and Customer Advisory Board
Technical
Architectural Papers Advisory Board
Exchanges
Viral Marketing
Application Scenarios User Group
Marketing
and Journal Articles Programs
Promotions Online Media
Programs
Contextual Banner Company Brochure
Marketing
Online Media Service Collateral
Programs
Speaking
(industry-specific)
Engagements Partner Collateral

7. Conceptual Architecture
Sub
Industry
Category
Sub Sub
Community Downloads
Category Category
Main
Solutions
Category
Sub Sub
Support References
Category Category
Sub
Category
Prospect Thought Sub Sub Sub Sub
Collateral
Leadershio Category Category Category Category
Main
Category
Sub Sub
Category Category
My Sub
Account Category Sub Sub
Category Category
What‘s Sub Sub
Community
New Category Category
Customer Loyalty Main
Category
My Thought Sub Sub
Projects Leadership
Category Category
Support Training Sub Sub
Category Category Sub
Category
Sub Sub
Category Category
Main
Category
Partners Demos Sub Sub
Sub Category Category
Pipeline Collateral Category
Sub
Sub Sub Sub
Category
Category Category Category
Sales &
Marketing
Case Main
Customers
Studeis Category
Sub Sub
Category Category
Solution ROI
Config Calc Sub
Sub
Category Category

8. Brand Vision
Why do people find the offering/company to be Who do I appeal to?
appealing?
 Why do business users like you?
 What does you organization do—at a high level?
 What are they concerned about and how
 What does your organization understand about the will you impact their business life?
problem, solution and/or user that other vendors do
not?  Why do technical users like you?
 What is the impact on the business?  What are they concerned about and how
will you impact their business life?
How do I need to change? Brand Vision How do I interact with them?
 Is your organization a leader or a follower?  Are you active or reactive?
 Does your organization have bleeding edge  Do you speak about business value?
technology?
 Do you speak in jargon or plain English?
 Does your organization see the problem the
same way competitiors do?  Do you sell or listen to business problems
and share insights about how technology
 Does your organization see the solution the Character has solved similar problems for similar
same way competitors do? companies?
What is my personality?
 Inspiring - unrelenting efforts, never doubt the possibility of success, innovation and excited to accept a
new challenge.
 Incisive - turn insight into practical action. Translate business needs into products and solutions. Exude
clarity in everything we do. Simplify the complex.
 Confidence – Unrivaled experience in the industry. Rich heritage in technical innovation and thought
leadership. Not arrogant, but rather exude an appropriate level of self-assurance.

9. User Experience Strategy
There are three key components critical in creating successful user experiences:
relevant, usable and desirable.
Relevancy creates value
 Relevancy connects business goals with
audience needs. Redesigning the Relevant
experience to be in line with the
expectations of the target audience
provides relevancy.
Usability creates understanding
 Usability connects user goals with
information structure, organization and
interaction. Usable Desirable
Desirability creates loyalty
 Desirability helps connect brand goals with
interactions, image and tone. This
connection builds loyalty for the user
experience.

10. Next Steps
This SlideShare presentation includes 8 of the 15 slides
available in the Website Planning Template
To view all 15 slides, and other go-to-market planning
templates for demand management, demand
creation, social media, investor/board presentations, go -
to-market planning and messaging, please visit
www.vpmarketingondemand.com/templates