1. E-Business Planning and
Market Analysis
Graham Garner • E-Business Practicum BA/CA 388-01
Wartburg College • Fall 2012
Tuesday, October 16, 12
2. Getting started
๏Have an idea or concept
๏Product or service
๏Survey the marketplace
๏Develop a business plan
Tuesday, October 16, 12
3. Elements of a business plan
๏Idea: Outline your proposal, describe your product
or service
๏Objectives: Specific, measurable, achievable,
timebound
๏Mission statement: Overall company goal and
direction
๏Risk analysis: SWOT, likelihood of success
Tuesday, October 16, 12
4. Elements of a business plan
๏Product/service description: Technical detail,
specs, drawing, photos, timelines, sourcing,
quality, processes, advantages and disadvantages
๏Ownership, management, personnel: Roles,
structure, experience, achievements
Tuesday, October 16, 12
5. Elements of a business plan
๏Markets: Size, prospects, outlook, niche,
customers, competition
๏Marketing: Plans to promote, advertise, distribute,
marketing mix
Tuesday, October 16, 12
6. Elements of a business plan
๏Financial forecast: Breakeven analysis, profit &
loss, cashflow, balance sheet
๏Sales forecast: How many sold, rate, price
Tuesday, October 16, 12
7. Why an online business?
Advantages: Disadvantages:
๏ Inexpensive startup costs ๏ Business ideas easily
copied by competitors
๏ Run business from
anywhere ๏ Credit card fraud
๏ Customers can come ๏ Additional technical
from anywhere know-how
๏ Low overhead ๏ Rapidly evolving
customer expectations
๏ 24-7
Tuesday, October 16, 12
8. Starting an Online Business
(21:00)
Films Media Group. (2012). Starting an online business [H.264]. Available from http://digital.films.com/
PortalPlaylists.aspx?aid=7090&xtid=48968.
Tuesday, October 16, 12
9. Homer and E-Commerce
(3:56)
Cohen, D.S. (Writer), & Michels, P. (Director). (February 15, 1998). Das Bus [The Simpsons]. In P.
Producer (Producer). Los Angeles, CA: Gracie Films, 20th Century Fox Television.
Tuesday, October 16, 12
10. Web hosting
๏Equivalent of a traditional business’s brick-and-
mortar building
๏Choose the right host for your type of business
๏Photos and video
๏Shopping cart and secure processing
๏About $10 per month
Tuesday, October 16, 12
11. Domain name
๏This is the sign on your storefront
๏Think of branding and be unique
๏Sends a message about who you are
๏Register with ICANN-accredited registrar: http://
www.internic.net/regist.html
๏About $10 per year
Tuesday, October 16, 12
12. Create a website
๏Create yourself
๏Hire a designer
๏Look at competitors’ sites
๏Consider a blog or resource center
๏Ranges from $1,000 to $10,000 to hire
Tuesday, October 16, 12
13. Driving traffic
๏Market yourself
๏Search Engine Optimization (SEO)
๏Use keywords
๏Link to other sites
๏Consider advertising
๏Social media
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14. Market analysis
๏Emerging trends
๏Segmentation
๏Target market segment strategy
๏Industry statistics
๏Uses of service or product as a benefit
๏Competition and buying patterns
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15. Market analysis
๏Your Market ๏Compare on these
factors:
๏Your Ideal Customer Products
Price
๏Your Products’ Quality
Benefits
Selection
๏Your Competition Service
Reputation
Appearance
Image
Tuesday, October 16, 12
16. Online business regulations
๏Anti-cybersquatting Consumer Protection Act of
1999 (ACPA) 15 U.S.C. 1125 (d)
๏Federal Trade Commission
๏Children’s Online Privacy Protection Act of 1998
๏Local, state and federal laws and taxes
๏International trade law
Tuesday, October 16, 12
17. Business plan summary
๏Idea and research ๏Drive and monitor
traffic
๏Marketing plan
๏Obey laws
๏Business structure
๏Pay taxes
๏Web hosting
๏Keep scrupulous
๏Domain name records
๏Website
Tuesday, October 16, 12
