E BUSINESS course 2 - INSEEC 2011/12

Course 2 – 09/02/2012

Master INSEEC

2011-2012

E-Business Carolina BORGES

Building an E-Business project

Project 2 E-Business Project

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 Building an e-Business projet II

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 presentation

AGENDA

Carolina BORGES

Project 1 E-Business Case Study

Case Study

Carolina BORGES

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?

Carolina BORGES

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.

« Pitch »

Wikipédia

Carolina BORGES

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.

« Pitch »

Quick definition

that shows why it is

worth investing in.

Wikipédia

Carolina BORGES

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

« Value proposition »

Wikipédia

PART I


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LAST SESSION (Introduction)

• Key figures : penetration, e-commerce turnover, France and International, advertising budgets

• E-business ≠ E-commerce ≠ E-marketing

• Pureplayers ≠ click and mortars ≠ brick and mortars

• Business Models : subscription, advertising, sales, commissions…

• Crowdsourcing : the main contributor of online contents is YOU = the main revenue to companies

E-business projects make

sense in a growing context

Many different categories

of digital projects

Types of players, all can be

concerned

The reason why of any

e-business project

One of the main strategies of

current e-business models

Carolina BORGES

Carolina BORGES

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)

CR

OW

DS

OU

RC

IN

G

E-business projects

• Who : organisations

• What : types of e-Business Projects, goals and KPIs, revenue models

• How : steps

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WHO


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Brick and mortars

Carolina BORGES

Pure players

Click and mortars

Integrated Digital structure


Direction générale

Finance Marketing

Produit Etudes Medias …

Commercial DSI …

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Digital is an organizational challenge for traditional

structures based in silos


Finance Marketing


Commercial DSI …

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IT infrastructure;

IS impact; etc

Legitimate ownership


Finance Marketing


Commercial DSI …

Carolina BORGES




Internet is a distribution

channel with sales impact



Finance Marketing


Commercial DSI …

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Communication channel,

with multiple

digital touchpoints


• 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.

Carolina BORGES


Carolina BORGES

Within click and mortars with a stronger digital awareness, there tends to be an independent, dedicated Business Unit, sometimes with its own P&L

Carolina BORGES

Direction générale Marketing DSI

Sp

on

so

rin

g

Su

pp

ort

Specifications and requirements

(Cahier des charges)

Providers Agencies


WHAT


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Périmètre

E-réputation & Réseaux

sociaux

Acquisition de trafic

Fidélisation

Supports propriétaires : Site Internet Site mobile

Portail

• Recruter du trafic qualifié vers le site de l’annonceur

• L’enjeu : Générer un volume maximal de prospects au Coût d’Acquisition optimum

• 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 »

• Garder la présence à l’esprit de la marque et stimuler l’acte d’achat

• L’enjeu : Augmenter le « lifetime revenue » de chaque client acquis

ACQUISITION

E-REPUTATION

FIDELISATION

• Tracker, Analyser et optimiser les étapes de conversion

• L’enjeu : augmenter le taux de transformation tout en réduisant le Coût d’Acquisition

OPTIMISATION

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Subscription

Affiliation

Commission Micropayments

Advertising

Subscription

Affiliation


Advertising

Generating traffic to create

inventory to sell to advertisers

Content generation

Content accessibility

Media approach

Subscription

Affiliation


Advertising

Ultra qualified traffic

Conversion above all

Affinity with revenue sources

available in affiliation

Subscription

Affiliation


Advertising

Offer

Value added

Value for money

Subscription

Affiliation


Advertising

Offer

Partners

Price model

Optin database

Subscription

Affiliation


Advertising Entertaining

Fun and addictive

Volumes

Very low margins

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

Carolina BORGES

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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HOW


Carolina BORGES

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…

Carolina BORGES

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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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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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

….

Carolina BORGES

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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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

Carolina BORGES

Carolina BORGES

To succeed

we must

…increase the volume of traffic

…and increase the conversion

rate

Conversion is a challenge

Conversion funnel

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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

Carolina BORGES

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 »

Bonnes pratiques e-Commerce

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

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+ de 50 liens !

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

Breadcrumbs

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3. Pages produits

Informer

Convaincre

Inciter à l’action / achat

Ne pas répondre aux

questions des client

Le « Cœur » de votre site

Ergonomy best practices

Nom du produit

Photo

Lorem ipsum dolor sit amet,

consectetur adipiscing elit.

Nullam lacinia augue sit

amet.

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

sem. Phasellus condimentum aliquam mollis. Curabitur cursus

arcu sit amet urna fringilla ut laoreet justo ultrices. Quisque eu

nisl nisi. Fusce vehicula magna ut augue tincidunt eu malesuada

arcu volutpat. Etiam

•Délai : 48h

•Stock : Oui

•Frais de transport : Offerts

Prix barré

Prix

Description

courte et

concrète

Description

longue

Catégorie > Sous catégorie > Catégorie actuelle

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4. Tunnel d’achat

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

Du « panier » à la « caisse enregistreuse »

Call to action

Carolina BORGES

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

• Pour avoir plus d’info

• En savoir plus

• Ajouter au panier

• Add to wishlist

• Plus d’articles similaires

• Commandez d’occasion

• Rentrer en contact avec un commercial

• Achetez maintenant et obtenez 10% de

remise

• Abonnez vous à notre newsletter gratuite

• Continuez votre shopping

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

49 champs !

6. Page « a propos »

Expliquer que fait la société (en 1 paragraphe)

Proposer des moyens de contact

Gagner la confiance

Un gage de confiance

Trop de blabla « marketing »

Cacher les données de contact

• 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)

Questions / Feedback :

[email protected]

Thanks !

Carolina BORGES

E BUSINESS course 2 - INSEEC 2011/12

Business

Transcript of E BUSINESS course 2 - INSEEC 2011/12