E-commerce 101 A presentation by Stéphane BAZAN Berytech – 30 october 2006

A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - [email protected]

E-commerce 101A presentation by Stéphane BAZANBerytech – 30 october 2006


Plan

Breakfast – Light start, basic needsLunch – On the balcony, no windowsDinner – Strategy, cigars and Cognac

The kitchen tour


1 – The Breakfast

The definitions

The commerceThe businessThe marketingThe models


2 – The Lunch

The environment

NumbersBehind the doorsA walk outside


3 – The Dinner

The strategy

Where to startWhat to expectWhere are weWhat to doThen, what’s the plan


4 - The kitchen

The application

The ToolThe ScenarioThe LabyrinthThe DecorationThe Making


Wake up call

The question is not if your business should go on the Internet.

But how.


Wake up call

95 percent of the first-wave dot-coms failed? Why should they have expected otherwise? Take a

look at your local auto repair shop. It is not particularly difficult to make a profit in auto

repair. Diagnosis can be tough, and dealing with customers can be tough. Otherwise it is a fairly straightforward business. Anyone willing to be a bit more conscientious than average, and willing

to treat customers like human beings, can achieve profitability.


-1-The Breakfast


1 - The breakfast

The definitions1 - E-commerce / Basic

All financial and informational electronically mediated exchanges between an

organization and its external stakeholders


1 - The breakfast

The definitions1 - E-commerce / Information transfer

The sharing of business information, maintaining business relationships, and

conducting business transactions by means of telecommunication networks


1 - The breakfast

The definitions1 - E-commerce / Broadest definition

Exchange of information across electronic networks, at any stage in the supply chain,

whether within an organization, in B2B, B2C, or between public and private sector,

whether pair or unpaid.


1 - The breakfast

The definitions2 - E-business

The transformation of key business processes through the use of Internet

technology


1 - The breakfast

The definitions2 - E-business

Complete integration of ICT in operation, redesign of business process around ICT,

reinvention of the business model


1 - The breakfast

The definitions3 - E-marketing

The application of the Internet and related digital technologies in conjunction with traditional communication to achieve

marketing objectives


1 - The breakfast

The definitions3 – Mixer

E-commerce needs E-marketingE-commerce is part of E-businessE-marketing is part of marketingE-marketing leads to E-business


1 - The breakfast

The definitions4 – The Models

E-shopE-corporateE-mallE-auction


1 - The breakfast


E-communityE-collaboration (E-groups / Yahoo)E-marketplaces (3rd parties / Hubs)E-services for the value chain


1 - The breakfast


Marketplace position perspectiveRevenue model perspectiveCommercial arrangement perspective


1 - The breakfast

The definitions4 – The Models / Marketplace position

Manufacturer or service providerRetailer / ResellerIntermediary / Supply chain IntegratorNot for profit organization


1 - The breakfast

The definitions4 – The Models / Revenue model

Direct salesSubscription, rentalCommissionAdvertising


1 - The breakfast

The definitions4 – The Models / Commercial model

Fixed price salesBrokered or negotiated dealAuction / Flash sale


-2-The Lunch


2 - The lunch

The Numbers1 – The big picture in 2007

1 billion Internet users400 millions cyber buyersE-commerce market : $500 billionsE-advertising: $400 billions (Internet: 4%)


2 - The lunch

The Numbers2 – In the Lebanon

700.000 Internet users in 20065000 e-commerce sitesTurnover?


2 - The lunch

Behind the doors1 – Basics of the Internet marketplace

High bargaining power of buyersHigh bargaining power of suppliersSignificant threat of substitutesLow barriers to entry / High rivalry


2 - The lunch

Behind the doors2 – Is your business E-commerce ready?

The boss is a techieInternet has no enemy in the placeThe post War info-structureYou’ve got mail from your friends


2 - The lunch

Behind the doors3 – How about your customers?

Conversion marketing (Awareness, attraction, Engagement, Conversion)

The psychographic segmentationReady for the web?


2 - The lunch

Behind the doors4 – Tell me what you sell…

Your product goes onlineYour product stays off…Bigger market or better penetration?


2 - The lunch

A walk outside1 – The global environment

Your existing marketWhere do you want to go, today?The technology threat


2 - The lunch

A walk outside2 – The local environment

The governmentThe rulesFahren, fahren wir auf dem Infobahn?


2 - The lunch

A walk outside3 – The virtual environment

The people: Everybody means nobodyThe action: Fear of the darkThe culture: United colors of Internet


-3-The Dinner


3 - The dinner

The strategy1 – The cycle (1)

1 – Define corporate strategy2 – Analyze the market opportunities3 – Set the marketing strategy4 – Design the customer experience


3 - The dinner

The strategy1 – The cycle

5 – Organize content and interactivity6 – Design the customer interface7 – Evaluate the marketing program


3 - The dinner

The strategy2 – The objectives / IM Benefits

InteractivityIntelligenceIndividualizationIntegration


3 - The dinner

The strategy2 – The objectives / The advantages

Tangible advantagesIntangible advantages


3 - The dinner

The strategy2 – The objectives / Tangible advantages

Increased sales revenues From new customers From new markets From repeat / cross selling


3 - The dinner

The strategy2 – The objectives / Tangible advantages

Cost reduction Reduced time in customer service Online sales Communication costs


3 - The dinner

The strategy2 – The objectives / Intangible advantages

Corporate image improved + brandingFaster communication & PRImproved customer service: satisfactionImproved customer feedback


3 - The dinner

The strategy2 – The objectives / Say what you want

I want to increase transaction speedI want to remove time constraintsI want full access to competitive areaI want to improve my customer service


3 - The dinner

The strategy3 – The analysis

Strengths (Offline)Weaknesses (Offline)Opportunities (Online)Threats (Online)


3 - The dinner

The strategy4 – The formulation / Get ready

Target market (Segment, target, position)Differentiate (OVP)Decide business & revenue modelOrganize / restructure channels


3 - The dinner

The strategy5 – The plan

Design the user experienceDefine the level of service qualityIntegrate the content production processAssign resources for development


3 - The dinner

The strategy5 – The plan / User experience

High-quality contentEase of useFrequently updatedHighly interactive / customizable


3 - The dinner

The strategy5 – The plan / User experience


3 - The dinner

The strategy5 – The plan / Service quality

ReliableInteractiveAssuranceHuman response


3 - The dinner

The strategy5 – The plan / Organize content processes

Where’s the information?Under what form?From offline to online


3 - The dinner

The strategy5 – The plan / Assign resources

Human resourcesMoneyTechnology


-4-The Kitchen


4 - The kitchen

The application1 – The tool

Shiny surface wins awards

Real substance wins customers

(Gerry McGovern)


4 - The kitchen


A website shows the true face of the organization as never before. A website is increasingly the place where customers

get that vital first impression.

(Gerry McGovern)


4 - The kitchen


The best websites are highly functional. They are task-focused. Graphic design has an important, though limited role.

Don't try and force the Web to be what it's not. (Gerry McGovern)


4 - The kitchen


Data management is about storage; web content management is about using content to make the sale, deliver the

service, and build the brand.

(Gerry McGovern)


4 - The kitchen


The front endThe back endThe ready-made (CMS)


4 - The kitchen

The application2 – The Scenario

The web is about good ideasBut originality is dangerousTechnology is your main enemyPlease, show me the way


4 - The kitchen

The application3 – The Labyrinth

Interface design / User Centered DesignStructure information in categoriesIdentification / Navigation / ContentInteractivity


4 - The kitchen

The application4 – The Decoration

Traffic light, not neon light designThink brandEncourage people to actWork on briefs and templates


4 - The kitchen

The application5 – The Making

Someone should be in charge!Outsource as much as possiblePrototypingTest, test, test


And in the End

DevelopValidateInstallCommunicateEnjoy


And in the End

…and don’t forget the Maserati.

E-commerce 101 A presentation by Stéphane BAZAN Berytech – 30 october 2006

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Transcript of E-commerce 101 A presentation by Stéphane BAZAN Berytech – 30 october 2006