This document discusses mobility in e-business and outlines strategies for successful online ventures. It begins with an e-commerce case study of a flower delivery company that achieved 45% annual growth without a physical office presence. It then discusses concepts like humanizing the web through virtual offices that allow businesses to be accessible to customers without geographic constraints. The document also outlines top strategies for e-commerce including prioritizing web real estate, search engine optimization, affiliate programs, providing valuable content, and implementing customer loyalty programs. It emphasizes using techniques like video to create personal connections with customers.

1. Mobility in E­Business
by OnsiteVideos.com

2. Agenda
n eCommerce case study: retail / service
n “Humanize the Web” concept
n Mobile business: Virtual Office environment
n Top 5 successful eCommerce marketing
techniques to jump­start your online venture
n How Onsite Videos enable you to be always
there

3. eCommerce Case Study
Good Choice Flowers (RussianFlora.com)
“Sending Emotions over the Oceans”
4.5 years in business
n
45% annual growth in 2006
n
Revenue target for 2007: $1.2 mln
n
Over 700 serviced locations (with no office presence)
n
8 support & sales employees around the world
n

4. Humanize the Web
Business Model
Humanize the Web
Reseller 1 Reseller 2 Onsite Videos Reseller X …
(direct to customer)
Customers …

5. Define “mobility”
work force mobility
n Web erases Geographic Boundaries
n Sales Team has no defined territory
n Employees work from home or office

6. Define “mobility”
outsource it all
n Only business critical tasks stay in­house
n Non­mission critical tasks – business burden

7. Define “mobility”
listening to our customers
n Ability to change your business
practices or adapt to new strategy
n Ability to accommodate customer’s
needs
n Provide Outstanding Support

8. Have virtual office
but be real to your customers
support
n Kall8.com: 888 number terminates anywhere
n Faxaway: virtual fax
n VOIP overseas: calling center which doesn’t cost $$$
n Click2Talk.com
n Online Chat Support
Not and endorsement or recommendation

9. Top 5 strategies
Strategy 1: Web Real Estate: Location,Location, Location
Expensive Shortcut
Keyword­based ads:
Keyword ­
Pay Per Click Google &
Yahoo Overture:
from $0.10 to $10 per click
For Flower Delivery:
$45 – customer acquisition cost
Losses until repeat sale
Losses until repeat sale
Is there a better way?
Search Engine Positioning : To be found or not to be …

10. Strategy 2:
Search Engine Optimization: Known Secrets
Define your proposition
n Choose title, keywords, description
n Create page text to appeal to Web Crawler and to Human
n Place it on page in order of importance: top & left placement on the
page is Premium real estate for web crawlers
n Submit to Google, DMOZ.org, Yahoo Submit …
Don’t trick crawlers!
Penalty: permanent exclusion
•No hidden words
•
•No links to FreeForAll
•
•No redirects
•
•No cloacking …
• More
More

11. Search Engine Optimization: Link popularity
“By a divine paradox, wherever there is one slave
there are two. So in the wonderful reciprocities of being,
we can never reach the higher levels until all
our fellows ascend with us.” ­ Edwin Markham
n Google Page Rank (Google patent)
n Quality of Links: relevance & rank
n Who links to your website ?
n Automating the Process: Link Machine

12. Strategy 3: Affiliate Programs & Syndication
n Start Affiliate commission­based program:
n Retail from 7% to 15%
n Software, Infomercial from 15% to 50%
n Services from 10% to 40%
n Example software: Groundbreak Affiliate
n Example Barter arrangement:
Proflowers.com with other complimentary
retailers at checkout time

13. Continued: Syndication
n Find Right Partner for syndicate
n Pioneer in syndication: Amazon.com with mlns product
pages cloned thru XML feed
n Include your site on pages of another: can be database
feed or direct inclusion
n Example: GoToRussia.com

14. Strategy 4: Content is golden !
n Simple rule: Each newly added page with relevant
information brings more traffic
n Unique content is platinum !
n Copyright free publications
Copyrighted prior to January 1, 1923, has expired by operation of law
n
Works First Published or Copyrighted between January 1, 1923, and
n
December 31, 1949, but Not Renewed
n Warning: stay away from “doorway” pages

15. Goal: Finding right e­chair for
your target visitor
n E­Chair metaphor:
Wrong visitors for your e­chair: Expensive
n
Wrong e­chair for your visitor: Visitor leaves
n
Results:
n Wasted advertising $$$
n Wasted hosting $$
How do we get here?

16. Strategy 5: Customer Loyalty Programs
n Personalization ­ driver of customer retention: eBay,
Amazon
n Frequent Flower Program (not a typo)
n Web Coupons & Volume discounts: example
n Newsletters with some useful info
n Customer Referral Program

17. Onsite Videos
n Onsite Videos GIST:
n Greet
n Inform
n Sell
n Train
n Personal, Emotional connection with your website
visitors
n Keep websites alive beyond what text/graphics can
offer

18. Questions ?