Slide 1: InfinCubator Creating Your Online Strategy & Action Plan
The Pilot
Egle Karalyte
November 2, 2009
Slide 2: What is InfinCubator?
InfinCubator is a web-based service for aspiring women entrepreneurs developing ventures online.
Strategic Guidance
Resources
Connections
We do it via the:
• • • • Web-based platform; Incubator-style workshops; Training programmes; Networking Soirées.
Slide 3: Agenda
1. Who is sitting next to you? 2. What is Online Strategy? 3. Creating Your Online Strategy Step by Step: • Core Essentials • eFinance • eSales • Break • eMarketing • eSystems • eOperations • eManagement • My Action Plan 4. Wrapping up
Slide 4: Who is sitting close to you?
• Who is she? • What does she do? • Her business/career long term vision. • Her current challenges. • Her expectations for the workshop.
Slide 5: What is Online Strategy?
What does it mean for you? How have you encountered it?
Is it e-business?
Is it e-commerce?
Why is it valuable?
Slide 6: What is Online Strategy?
Online strategy defines a long-term vision & activities
of your business or brand within the online ecosystem in a way that helps you to achieve your ultimate business goals.
It answers such questions as:
• How is your business positioned online • How much revenue your web assets should generate you • How your online presence should be aligned with your offline operations • What tools, technologies, and strategies you should use in order to increase brand awareness • What strategies you should use in order to drive qualified traffic into your web assets
Slide 8: 1. Core Essentials
Business Goals & Objectives You
Position
Your Role & Mission
Elevator Pitch
Value
Brand
Competition
Clients
Slide 9: 1. Core Essentials cont’d.
1.1 Personal Objectives & Ambitions Short Term – Long Term – Ultimate 1.2 Personal Brand Essence Characteristic – Image – Feeling 1.3 Brand’s role Function – Mission/Purpose 1.4 Ideal Clients Criteria
Segment Needs Demographics Psychographics
1.5 Competition
My Competitor + How does my business compare to it?
Slide 10: 1. Core Essentials cont’d.
1.6 Value Proposition
1.7 Position in the Market 1.8 Business Goals & Objectives Short Term – Long Term – Ultimate 1.9 Elevator Pitch Tell a story in 3 seconds about your business/brand. Make sure to include: What Whom How Why
Slide 11: 2. eFinance
2.1 Revenue & Profit 2.2 Multiple Revenue Streams 2.3 Revenue per Revenue Stream
Slide 12: 2.1 Revenue & Profit
How much revenue and profit realistically do you want to generate from your e-business or online presence?
1st year 2nd year 3rd year Ultimate Figures
Revenue Per month Per year Costs Per month Per year Gross profit Per month Per year Net Profit
Slide 13: 2.1 Multipe Revenue Streams
• E-commerce • Integrated e-commerce gateway for sales of 3rd party products • Marketplace • Paid Membership • Paid-for Premium Content • Paid-for Storage & Display of Assets • Revenue Share from sales of the displayed assets. • Advertising •Traditional Ad Display Space •Affiliate Networks •Search •Content • Sponsorship Deals • Sales of Merchandise related to the site’s content. • Off-line and Hard Copy Products from the site’s content. • Off-line Events • Sales of Data • Research as a Service • Education & Training • Donations
Slide 14: 2.2 Revenue per Revenue Stream
1st year
Revenue Stream Per month Per year
2nd year
Per month Per year Per month
3rd year
Per year
Slide 16: 3. eSales
3.1 First Contact 3.2 Creating a Relationship 3.3 Developing & Nurturing a Relationship 3.4 Converting a Lead into a Client 3.5 Facilitating a Sale
Slide 17: 3.1 First Contact
• “Hooks” online • Interest • Engage
Action
Where
Content
Slide 18: 3.2 Creating a Relationship
1. How will you take that first online contact to the next stage towards creating a stronger relationship?
First Contact Target Persona
Enter per cell: - Action - Frequency - Content 1. What themes will you use for the dialogs with your customers? What stories will you tell and develop? 2. What will be the role of your customer and your business within these stories? 3. What “hooks” will you have within those stories in order to capture contacts with your audience and better understand their needs/interests?
Slide 19: 3.3 Developing & Nurturing a Relationship
1. 2. 3. 4. Staying-in-touch Getting to know them Educating them Capturing this information
Relationship Stage Target Persona
Enter per cell: • Action • Frequency • Content
Slide 20: 3.4 Converting a Lead into a Client
Prerequisites • Landing page with the crafted offer. • A stream of targeted traffic that you drive to the page. Examples of the Crafted Offers • Free webinar • Whitepaper • Some type of free consultation • Access to a tool • Research / studies • eBooks • Trials and samples • Contests • Complimentary free service, product or saving on a purchase Examples of Calls to Action • Request a Demo • Download our White Paper Target Segment 1 2 3 Crafted Offer + Price Landing Page Call to Action Linked to Pages
Slide 21: 3.5 Facilitating a Sale
1. Pre-Sale 2. Post-Sale
Step Collateral & Content Tools / Technology
Slide 22: Let’s have a break …
Slide 24: 4. eMarketing
4.1 Your Content Strategy 4.2 Optimizing Your Content 4.3 Promoting Your Content 4.4 Your Online Marketing Plan
Slide 25: 4.1 Your Content Strategy
• • • • • How will you communicate? Engage? Inform? Educate? Entice?
Packaging Stories • New pages on your website • Blog • Podcasts • Videos • Photos • Presentations • Webinars • eBooks • News Releases • White Papers • eNewsletters • Wikis • Kits • Online tools, games & quizzes • Industry Research & Survey Reports
Ideas for Stories • Looking Within • Stepping into the Customer’s Shoes • Becoming a Helping Hand for Your Prospects & Clients • Building on Your Passion & Dreams • Customer Stories • Stories from Working Partners • Research Conversations Online for the “hot” topics
Target Segment
Content Theme
Packaging
Delivery format
Frequency
Slide 26: 4.2 Optimizing Your Content
1. Keyword Research & Analysis 2. On-site Optimization • Page Titles • Headings • URL & Internal Links Structure • Meta Keywords • Meta Descriptions • ALT Text on Images • Robots.txt
Slide 27: 4.3 Promoting Your Content
• • • • • • • • • • • Submit Your Website to Quality Web Directories Submit Your Website to Industry Specific Directories & Websites Create & Submit Sitemaps Share Your Content via Media Sharing Sites Promote Your Content via Content Distribution Sites Be Active in the Online Forums & Communities Become an Expert in Sites Offering Professional Help Make Yourself Known on Professional Social Networks Affiliate Programs Creating Partnerships Online Approaching Bloggers & Independent Journalists
Pay-Per-Click (PPC) advertising
Slide 29: 4.4 Your Online Marketing Plan
Monthly
1st Quarter Jan
Revenue ► Activities ▼
2nd Quarter Mar April May June July
3rd Quarter August Sept Oct
4th Quarter Nov Dec
Feb
Slide 30: 4.4 Your Online Marketing Plan cont’d.
Weekly
Monday Tuesday Wednesday Thursday Friday
Daily
1. 2. 3. 4. 5.
Slide 31: 5. eSystems / Web Assets
• Your website(s) • Your blog(s) • Domain names • Email Marketing System • Lead Nurturing System • Your profiles on the social media sites • CMS • Online Reputation • Search Engine Rankings
Web Asset
Core Requirements
Who will do it?
Slide 32: 6. eOperations
6.1 Customer Management 6.2 Supplier Management 6.3 Order Fulfillment 6.4 Order Management 6.5 Payment Management 6.6 Quality Management 6.7 Delivery Management 6.8 Inventory Management
Slide 33: 6.1 Customer Management
1. Customer Expectations 2. Post sale & pre-shipment 3. Post-shipment
Step Content Who is involved Technology & Tools
4. Follow up post delivery
How will you follow up? What will you say? What information will you capture? Who is involved? Technology & Tools
Slide 34: 6.2 Supplier Management
1. Expectations
Supplier Deliverables Delivery Format Technology Time Constraints
1. Interaction with Suppliers
Purpose of interaction Information to send Information to receive Who is involved Technology & Tools Used
Slide 35: 6.3 Order Fulfillment
Step What information to collect and who will do it? What information to pass on and to whom? Technology & Tools
Receiving an Order Receiving the Money Verifying an Order Confirming an Order Notifying Suppliers Preparing an Order Verifying the Order Quality Delivering the Order Notifying customer about the shipment & delivery date Following up with the customer post delivery date
Slide 36: 6.4 Order Management
1. Receiving an Order 2. Verifying an Order 3. Preparing an Order 4. Returning/Exchanging an Order
How Information to capture Who is involved Technology & Tools
Slide 37: 6.5 Payment Management
1. Receiving the Money 2. Refunding the Money 3. Sending the Money
Product/Service/ Supplier
How is payment taken/sent?
How will you cash the money?
Who is involved?
Technology & Tools
Slide 38: 6.6 Quality Management
1. Quality Management Checklist 2. Quality Management Process
Step Information to record Who is involved Technology & Tools
Slide 39: 6.7 Delivery Management
• • Once the product is ready for delivery, how will it work? What will be done in-house and what will be outsourced?
Step Information to send Information to record Who is involved Technology & Tools
Slide 40: 6.8 Inventory Management
• • • How will you plan, forecast, and manage your inventory? When do your suppliers expect to receive orders (one month in advance, two, etc.)? How will that affect your e-business?
Product Supplier Expectations Who is involved Technology & Tools Inventory Order Process
Slide 41: 7. eManagement
7.1 Traffic & Basic Stats Tracker 7.2 Search Engines Tracker 7.3 Social Media Tracker 7.4 Online Reputation & Buzz Tracker 7.5 E-Communications Tracker
Slide 42: 7.1 Traffic & Basic Stats Tracker
What to track & measure
Incoming traffic statistics •# of visits •# of unique visits •# of pageviews •traffic sources (email, social media, mobile, website referrals, etc.) •keywords using which people find you •demographics of incoming traffic Activity on your website •# of downloads •# of registrations •mostly visited pages •# of inquiries •# of call originated from the website •Visitor behavior paths Performance •Loading time •Uptime & performance from multiple locations. •Downtime or threshold violations. Check broken links on your website Effectiveness of your website’s marketing
Benchmarks & Success Metrics
Tools
Google Analytics http://www.google.com/analytics
Google Analytics http://www.google.com/analytics
Pingdom Tool http://tools.pingdom.com/fpt/ Site 24x7 http://site24x7.com/ W3C Link Checker http://validator.w3.org/checklink Website Grader http://websitegrader.com/
Slide 43: 8. My Action Plan
Next Step 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Assigned to Start Date Finish Date Status
Slide 44: Thank You!
• Schedule your 30min follow up session.
Now or via email e.karalyte@infinvision.com
• Evaluation Sheet
