Building an E-Business project 1. Who : organisations 2. What : types of e-Business Projects, goals and KPIs, revenue models 3. How : steps and best practices

1. E-Business
Carolina BORGES
Building an E-Business project
Cours e 2 – 0 9 / 0 2 / 2 0 12
Ma s te r I NS E E C
2 0 11 -2 0 1 2

2. AGENDA
1. TUESDAY 29 NOVEMBER - 4H : 13h15 - 15h15 / 15h30 - 17h30
Introduction, key concepts, e-Business case studies
2. THURSDAY 9 FEBRUARY - 2H : 15h30 - 17h30
Building an e-Business projet I
3. THURSDAY 22 MARCH - 2H : 15h30 - 17h30 Project 1
Building an e-Business projet II E-Business Case Study
4. THURSDAY 12 APRIL - 4H : 13h15 - 15h15 / 15h30 - 17h30
Digital marketing strategy I
5. TUESDAY 12 JUNE - 2H : 13h15 - 15h15
Digital marketing strategy II
6. FRIDAY 15 JUNE - 4H : 13h15 - 15h15 / 15h30 - 17h30
Digital marketing strategy III
7. WEDNESDAY 04 JULY - 2H : 13h15 - 15h15 Project 2
Project presentation E-Business Project
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3. Case Study
 Case study of a successful e-business player
 Individual work
 7-9000 car (2 text pages)
 You can add images and illustrations (unlimited)
 To be delivered printed THURSDAY 22 MARCH
Structure :
1. Present the company (history, countries, number of employees,
turnover, etc)
2. Present the digital service: the website and what it sells (products,
services, etc)
3. You can use known analysis methodologies (SWOT, 4P, etc)
4. Present marketing strategy (traffic acquisition, advertising)
5. Present and focus on the business model, ie, the revenue sources
(how does this company make money)
6. Simulate pitch: what differentiates this service? What makes it worth?
Why will it be / is it successful?
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4. « Pitch »
 Originally from sales pitch. A sales pitch is a planned presentation of a
product or service designed to initiate and close a sale of the same product or
service.
 Today, mostly used has “elevator pitch”. It is a short summary used to quickly
and simply define a product, service, or organization and its value
proposition.
 The name "elevator pitch" reflects the idea that it should be possible to deliver
the summary in the time span of an elevator ride, or approximately thirty
seconds to two minutes.
 An elevator pitch is often used by an entrepreneur pitching an idea to a venture
capitalist or angel investor to receive funding.
 Elevator pitches are also used in many other situations. Personal uses include
job interviewing, dating, and summarizing professional services.
 In the film industry, a pitch is a concise verbal (and sometimes visual)
presentation of an idea for a film generally made by a screenwriter or to a
producer or studio executive in the hope of attracting financing.
Wikipédia
Carolina BORGES

5. « Pitch »
 Originally from sales pitch. A sales pitch is a planned presentation of a
product or service designed to initiate and close a sale of the same product or
service.
 Today, mostly used has “elevator pitch”. It is a short summary used to quickly
and simply define a product, service, or organization and its value
proposition.
Quick definition
 The name "elevator pitch" reflects the idea that it should be possible to deliver
the summary in the time span of an elevator ride, or approximately thirty
that shows why it is
seconds to two minutes.
 An elevator pitch is often used by an entrepreneur pitching an idea to a venture
worth investing in.
capitalist or angel investor to receive funding.
 Elevator pitches are also used in many other situations. Personal uses include
job interviewing, dating, and summarizing professional services.[
 In the film industry, a pitch is a concise verbal (and sometimes visual)
presentation of an idea for a film generally made by a screenwriter or to a
producer or studio executive in the hope of attracting financing.
Wikipédia
Carolina BORGES

6. « Value proposition »
 A value proposition is a promise of value to be delivered and a belief from the
customer of value that will be experienced.
 Creating a value proposition is a part of business strategy. Kaplan and
Norton say “Strategy is based on a differentiated customer value proposition”.
 Promesse de marque / bénéfice client : C’est le bénéfice objectif ou subjectif
suggéré aux acheteurs par la publicité.
 Avec Evian, mon corps préserve son capital jeunesse
 Avec Nike, je me dépasse
Wikipédia
Carolina BORGES

7. Building an
E-Business project
PART I
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8. LAST SESSION (Introduction)
• Key figures : penetration, e-commerce
E-business projects make
turnover, France and International, sense in a growing context
advertising budgets
• E-business ≠ E-commerce ≠ Many different categories
E-marketing of digital projects
• Pureplayers ≠ click and mortars ≠ Types of players, all can be
brick and mortars concerned
• Business Models : subscription, The reason why of any
advertising, sales, commissions… e-business project
• Crowdsourcing : the main contributor
of online contents is YOU = the main One of the main strategies of
revenue to companies current e-business models
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9. CROWDSOURCING
YouTube – an example of crowdsourcing (videos are uploaded by users)
Take a look at the page above. This video was viewed over 56 million times.
Notice the advertising at the top-right of the page.
A user has created a content.
This content generates massive traffic.
Youtube generates revenue by showing an advertising to this traffic
(this video is popular, but longtail is applicable to Youtube too)
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10. E-business projects
• Who : organisations
• What : types of e-Business Projects, goals
and KPIs, revenue models
• How : steps
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11. Building an
E-Business project
WHO
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12. • Who : organisations
Pure players
Click and mortars
Brick and mortars
Integrated Digital structure
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13. • Who : organisations
Direction
générale
…
Finance Marketing Commercial DSI
Produit Etudes Medias …
Digital is an organizational challenge for traditional
structures based in silos
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14. • Who : organisations
Direction
générale
…
Finance Marketing Commercial DSI
Produit Etudes Medias … IT infrastructure;
IS impact; etc
Digital is an organizational challenge for traditional
Legitimate ownership
structures based in silos
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15. • Who : organisations
Direction
générale
…
Finance Marketing Commercial DSI
Produit Etudes Internet
Medias is a distribution
…
channel with sales impact
Digital is an organizational challenge for traditional
Legitimate ownership
structures based in silos
Carolina BORGES

16. • Who : organisations
Direction
générale
…
Finance Marketing Commercial DSI
Communication channel,
Produit Etudes Medias …
with multiple
digital touchpoints
Digital is an organizational challenge for traditional
Legitimatestructures based in silos
ownership
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17. • Who : organisations
• Within click and mortars, digital tends to be owned by
marketing but with a strong implication from IT, Sales,
Communication, etc.
• This transversal approach breaks the recurrent « silo-
organization » and represents a challenge.
• General management sponsoring is a key factor to
the success of any e-business project.
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18. Within click and mortars with a stronger digital awareness, there tends to be an
independent, dedicated Business Unit, sometimes with its own P&L
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19. • Who : organisations
Sponsoring
Support
Direction
générale Marketing DSI
Specifications and requirements
(Cahier des charges)
Agencies Providers
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20. Building an
E-Business project
WHAT
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21. Périmètre
ACQUISITION
• Recruter du trafic qualifié vers le
site de l’annonceur Supports propriétaires :
• L’enjeu : Générer un volume
Site Internet
maximal de prospects au Coût E-réputation
d’Acquisition optimum Site mobile
& Réseaux
Portail
E-REPUTATION sociaux
• Faire parler de sa marque auprès
des communautés cibles et
améliorer l’image véhiculée
• L’enjeu : Toucher les influenceurs
et créer de la « brand advocacy »
FIDELISATION Acquisition Fidélisation
• Garder la présence à l’esprit de la
marque et stimuler l’acte d’achat
de trafic
• L’enjeu : Augmenter le « lifetime
revenue » de chaque client acquis
OPTIMISATION
• Tracker, Analyser et optimiser les
étapes de conversion
• L’enjeu : augmenter le taux de
transformation tout en réduisant le
Coût d’Acquisition
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22. Subscription
Advertising
Commission Micropayments
Affiliation

23. Generating traffic to create
inventory to sell to advertisers
Subscription
Advertising
Content generation
Content accessibility
Media approach
Commission Micropayments
Affiliation

24. Subscription
Advertising
Ultra qualified traffic
Commission Micropayments
Conversion above all
Affinity with revenue sources Affiliation
available in affiliation

25. Offer
Value added Subscription
Value for money
Advertising
Commission Micropayments
Affiliation

26. Subscription
Advertising
Offer
Partners
Price model
Optin database
Micropayments
Commission
Affiliation

27. Subscription
Advertising
Entertaining
Fun and addictive
Volumes
Very low margins
Commission Micropayments
Affiliation

28. E-business project
• Targets, KPIs, P&L
– Targets defined in advance, influences the budget (IT,
creative, providers, etc)
– The KPI (Key Performance Indicators) should be
defined in advance: ROI, CPA, ARPU, etc
– As a Revenue source, the e-commerce project often
has its own P&L
• Sales targets
– Defining the sales targets (volumes) is key to
establish a media plan with advertising budgets
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29. Definitions
• ROI
 Return on Investment
 En FR : le retour sur investissement désigne un ratio financier qui mesure le montant d'argent
gagné ou perdu par rapport à la somme initialement investie dans un investissement
(investissement publicitaire, investissement développement plateforme e-commerce, etc).
• CPA
 Cost Per Action/Acquisition
 En FR : Coût Par Action – le volume d’investissement nécessaire pour acquérir un acheteur
• ARPU
 Average Revenue per User
 En FR : Chiffre d'affaires moyen réalisé, sur une période donnée, par un client de l’entreprise
• P&L
 'Profit and Loss Statement‘ - A financial statement that summarizes the revenues, costs and
expenses incurred during a specific period of time
 Compte de résultat
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30. Building an
E-Business project
HOW
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31. Workflow
• Requirements and Specifications =>
agency competition
• Agency delivers (depending on
requirements): brand positioning mood
board, website visual templates
(maquettes), technical recommendation
(front office, backoffice/CMS),
marketing and media plan
• Next steps : Information architecture
(arborescence) => Zoning => Stoyboard
=> Gabarits…
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32. E-business project
Specifications & requirements – issues to be dealt with
prior to the call for tender:
• Price policy and positioning
– Premium? Discount? Positioning price perception allows to create a
relevant visual environment
• Target (cible marketing)
• Competition
– identify your digital competition, the competitive landscape is not
the same as in the physical world
• Catalogue:
– Which % of references sold online? Width and depth? All
categories?
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33. Logistics and delivery
• Supply chain management
• The chain flow (flux logistique) must be managed :
– Stocks must be managed real-time
– A third-party may intervene to manage outbound packaging flows :
gestion du colisage (emballage, tarification, étiquettage, envoi)
– A transportation solution must be adopted to ensure reliable client
delivery
• UPS, Fedex, DHL, GLS, Chronopost, Colissimo,
Adrexo
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34. Payment solutions
• Risk management, reliability
• Online payment solutions
– Bank solution :
Module de paiement sécurisé bancaire “contrat VAD”
(Cyberplus, Cybermut, ATOS, Etransaction, Sogenactif,
Paybox)
– Third parties (Tiers de confiance) : Paypal, Google
Checkout
– Receive and Pay : FIA-net
– Micro-paiement : Audiotel
….
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35. E-commerce technical solutions
3 types
– Plateformes de vente généralistes (ex : Ebay, Amazon,
Pixmania, Priceminister)
• Avantages : mise en oeuvre rapide et simple
• Inconvénients : % du CA, peu de flexibilité, pas assistance, pas d’identité visuelle
propre, produits noyés dans la masse
– Plates-formes en mode « SaaS » (ex : Power Boutique, Store
Factory, My Eboutique)
• Avantages : mise en oeuvre rapide
• Inconvénients : coût mensuel, peu de flexibilité, peu d’assistance, prise en main
nécessitant un minimum de connaissances
– Solutions commerciales et Open Source : OsCommerce,
Prestashop, OpenCart, Magento, Joomla, etc.
• Avantages : flexibilité, coût de fonctionnement, personnalisation de son image,
conseil et assistance, maintenance et mise à jour
• Inconvénients : coût de mise en oeuvre
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36. Obligations légales
• Mentions légales
– Nom et coordonnées de l'éditeur du site
– Nom et coordonnées de l'hébergeur du site
– Mentions liés à la loi informatique et liberté + n° de
déclaration à la CNIL
– Les copyrights associés aux contenus du site (textes, images, vidéo,
audio, ...)
• Mentions supplémentaires pour les E-commerçants :
– Les conditions générales de vente, mentionnant notamment le
délai de rétractation ou de réclamation
– Le délai moyen de livraison
– Les conditions de remboursement
• Optin obligatoire lors de la captation de leads
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37. Carolina BORGES

38. To succeed
we must

39. …increase the volume of traffic

40. …and increase the conversion
rate

41. Conversion
is a challenge

42. Conversion funnel
Steps, in a website, required to progress toward meeting a conversion.
A conversion is a term used by marketers to describe the final outcome
of a site visit (sales, form, subscription, etc).
Type of websites – conversion :
e-commerce - sales
content - number of newsletter subscriptions
lead-generation – forms / white paper downloads
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43. Carolina BORGES

44. Bonnes pratiques e-Commerce
1. Page d’accueil de site / landing pages
2. La navigation
3. Pages produits
4. Tunnel d’achat
5. Formulaires / inscription
6. Page « a propos »

45. 1. Homepage /
landing pages
Probablement la page la plus importante
 Faire bonne impression ! (- de 10 secondes pour convaincre )
 Orienter vers les principaux services
 Monter les nouveautés
 Le syndrome « mot du président »
 Vouloir mettre trop d’infos

48. Carolina BORGES

49. + de 50 liens !

50. 2. La navigation
« On ne peut pas acheter ce qu’on ne peut pas trouver »
 Faire comprendre la structure (fil d’ariadne, navigation)
 Orienter / guider
 Call to action
 Navigation invisible
 Trop ou pas assez détaillée

52. Breadcrumbs
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54. 3. Pages produits
Le « Cœur » de votre site
 Informer
 Convaincre
 Inciter à l’action / achat
 Ne pas répondre aux
questions des client

55. Ergonomy best practices
Catégorie > Sous catégorie > Catégorie actuelle
Nom du produit
Lorem ipsum dolor sit amet,
Description consectetur adipiscing elit.
Prix barré
Nullam lacinia augue sit
courte et amet. Prix
concrète Photo •Délai : 48h
•Stock : Oui
•Frais de transport : Offerts
Ajouter au panier
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
lacinia augue sit amet nisi aliquam scelerisque. Suspendisse
turpis mi, consectetur eu vestibulum eget, sagittis adipiscing
Description sem. Phasellus condimentum aliquam mollis. Curabitur cursus
arcu sit amet urna fringilla ut laoreet justo ultrices. Quisque eu
longue nisl nisi. Fusce vehicula magna ut augue tincidunt eu malesuada
arcu volutpat. Etiam

56. Carolina BORGES

57. 4. Tunnel d’achat
Du « panier » à la « caisse enregistreuse »
 Guider le client jusqu’à l’achat
 Rassurer que tout va bien se passer
 Faciliter la tâche de l’utilisateur
 Faire de l’achat une tâche complexe
et éprouvante

59. Call to action
A Call To Action, or CTA, is a
term used to describe a banner,
button, or some type of graphic
or text on a website meant to
prompt a user to click it and
continue down a conversion
funnel
• Cliquez • Rentrer en contact avec un commercial
• Pour avoir plus d’info • Achetez maintenant et obtenez 10% de
• En savoir plus remise
• Ajouter au panier • Abonnez vous à notre newsletter gratuite
• Add to wishlist • Continuez votre shopping
• Plus d’articles similaires
• Commandez d’occasion
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61. 5. Formulaires /
inscription
 Récolter les informations nécessaires
 Etre simple et direct
 Prévenir des erreurs (ex: format)
 Demander de nombreux champs inutiles et
difficiles à remplir

63. 49 champs !

64. 6. Page « a propos »
Un gage de confiance
 Expliquer que fait la société (en 1 paragraphe)
 Proposer des moyens de contact
 Gagner la confiance
Trop de blabla « marketing »
Cacher les données de contact

67. • Website performance = maximise conversion
rate (98% of traffic does not convert)
• Conversion best practices
• Key touchpoints : Home page (brand, offer), product
page (value proposition / bénéfice ; layout…)
• User Experience (UX) and Ergonomics
• Breadcrumbs (fil d’ariane)
• Call to action
• Conversion funnels and forms
• Write for the web
• Folder line (ligne de flottaison)

68. Thanks !
Questions / Feedback :
carolinaborges@ymail.com
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