Egle KaralyteNovember 2, 2009

InfinCubator

Creating Your Online

Strategy & Action Plan

The Pilot

What is InfinCubator?

We do it via the:• Web-based platform;• Incubator-style workshops;• Training programmes;• Networking Soirées.

Connections

InfinCubator is a web-based service for aspiring women entrepreneurs developing ventures online.

Strategic Guidance Resources

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

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.

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?

What is Online Strategy?

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

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.

1. Core Essentials

You

Your Role & Mission

Brand

Competition

Value

Position

Business Goals &

Objectives

Clients

Elevator Pitch

1. Core Essentials cont’d.

Segment Needs Demographics Psychographics

1.1 Personal Objectives & AmbitionsShort Term – Long Term – Ultimate

1.2 Personal Brand EssenceCharacteristic – Image – Feeling

1.3 Brand’s roleFunction – Mission/Purpose

1.4 Ideal ClientsCriteria

1.5 Competition

My Competitor + - How does my business compare to it?

1. Core Essentials cont’d.1.6 Value Proposition

1.7 Position in the Market

1.8 Business Goals & ObjectivesShort Term – Long Term – Ultimate

1.9 Elevator PitchTell a story in 3 seconds about your business/brand. Make sure to include:

WhatWhomHowWhy

2. eFinance

2.1 Revenue & Profit

2.2 Multiple Revenue Streams

2.3 Revenue per Revenue Stream

2.1 Revenue & Profit

1st year 2nd year 3rd year UltimateFigures

Revenue

Per month

Per year

Costs

Per month

Per year

Gross profit

Per month

Per year

Net Profit

Per month

Per year

How much revenue and profit realistically do you want to generate from your e-business or online presence?

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

2.2 Revenue per Revenue Stream

1st year 2nd year 3rd year

Revenue Stream Per month Per year Per month Per year Per month Per year

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

3.1 First Contact

• “Hooks” online• Interest• Engage

Action Where Content

1. How will you take that first online contact to the next stage towards creating a stronger relationship?

Enter per cell:- Action- Frequency- Content

2. What themes will you use for the dialogs with your customers? What stories will you tell and develop?

3. What will be the role of your customer and your business within these stories?

4. What “hooks” will you have within those stories in order to capture contacts with your audience and better understand their needs/interests?

3.2 Creating a Relationship

First Contact Target Persona

3.3 Developing & Nurturing a Relationship1. Staying-in-touch 2. Getting to know them3. Educating them4. Capturing this information

Relationship Stage Target Persona

Enter per cell:• Action• Frequency• Content

3.4 Converting a Lead into a Client

Target Segment

Crafted Offer + Price Landing Page Call to Action Linked to Pages

1

2

3

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

3.5 Facilitating a Sale

Step Collateral & Content Tools / Technology

1. Pre-Sale

2. Post-Sale

Let’s have a break …

4. eMarketing

4.1 Your Content Strategy

4.2 Optimizing Your Content

4.3 Promoting Your Content

4.4 Your Online Marketing Plan

4.1 Your Content Strategy• How will you communicate?• Engage?• Inform?• Educate?• Entice?

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

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

Target Segment Content Theme Packaging Delivery format Frequency

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

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

4.4 Your Online Marketing Plan

 

1st Quarter 2nd Quarter

Jan Feb Mar April May June

Revenue ►Activities ▼            

Monthly

3rd Quarter 4th Quarter

JulyAugus

tSept Oct Nov Dec

           

4.4 Your Online Marketing Plan cont’d.

Monday Tuesday Wednesday Thursday Friday

Weekly

1.

2.

3.

4.

5.

Daily

5. eSystems / Web Assets

Web Asset Core Requirements Who will do it?

• 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

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

6.1 Customer Management

Step Content Who is involved Technology & Tools

1. Customer Expectations

2. Post sale & pre-shipment

3. Post-shipment

4. Follow up post delivery

How will you follow up?

What will you say? What information will you capture?

Who is involved? Technology & Tools

6.2 Supplier Management

Supplier Deliverables Delivery Format Technology Time Constraints

1. Expectations

2. Interaction with Suppliers

Purpose ofinteraction

Information to send Information to receive Who is involved Technology & Tools Used

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

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

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

6.6 Quality Management

1. Quality Management Checklist

2. Quality Management Process

Step Information to record Who is involved Technology & Tools

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

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

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

7.1 Traffic & Basic Stats Tracker

What to track & measureBenchmarks &

Success MetricsTools

Incoming traffic statistics# of visits# of unique visits# of pageviewstraffic sources (email, social media, mobile, website referrals, etc.)keywords using which people find youdemographics of incoming traffic

  Google Analyticshttp://www.google.com/analytics

Activity on your website # of downloads# of registrationsmostly visited pages # of inquiries# of call originated from the websiteVisitor behavior paths

  Google Analyticshttp://www.google.com/analytics

PerformanceLoading timeUptime & performance from multiple locations.Downtime or threshold violations.

Pingdom Toolhttp://tools.pingdom.com/fpt/Site 24x7http://site24x7.com/

Check broken links on your website   W3C Link Checkerhttp://validator.w3.org/checklink

Effectiveness of your website’s marketing Website Graderhttp://websitegrader.com/

8. My Action Plan

Next Step Assigned to Start Date Finish Date Status

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Thank You!

• Schedule your 30min follow up session. Now or via email e.karalyte@infinvision.com

• Evaluation Sheet