You have been asked to develop a new E-Business Plan for a local company that seeks to offer its products for sale online. The retail company can be your choice of either a hypothetical example or an existing company.
The document should be in the following format:
E-Business Plan
Use Microsoft Word
Title page
Course number and name
Project name
Your name
Date
Table of contents (TOC)
Use auto-generated TOC
Maximum of 3 levels deep
Be sure to update the fields of the TOC before submitting your project.
Section headings (Create each heading on a new page with "TBD" as the content, except for sections listed under new content below.)
Each week, you will add a section to this E-Business Plan and submit it for grading. Be sure that you support your information each week with scholarly sources and that you cite each source both in the text and in the references using APA format.
The following are the sections that will be submitted:
Enterprise Marketing Management Plan (Week 1 IP)
Key Performance Indicators (KPIs) Process Plan (Week 2 IP)
Data-Driven Web Analytics Plan (Week 3 IP)
Search Engine Optimization Plan (Week 4 IP)
Pay-Per-Click (PPC) Plan (Week 5 IP)
Phase 1 IP
For this week, create an Enterprise Marketing Management Plan of 4-5 pages that includes the following:
Describe your case study business, including the product or service that it is selling online.
Describe the offline marketing methods that are currently used.
Describe the proposed online marketing methods and justify each method.
Describe how the case study business will integrate marketing methods.
Phase 2 IP;
The organization is very eager to start the integrated marketing process, but it is unsure of how to determine what to spend on the different areas of the marketing project. Specifically, the organization wants to make effective marketing decisions, but it needs to know what performance outcomes will allow them to make a profit.
In addition to the e-Business Plan template under the Key Performance Indicators (KPIs) Process Plan section heading, add a Key Performance Indicators (KPIs) Process Plan of 4-5 pages that includes the following for the case study organization:
· Create a KPI-driven business process plan worksheet.
· Describe each tactical business goal (specific to customers, leads, and sales).
· Define the target KPI concepts (at least 10, including project rate of return [PRR] and the break-even point [BEP]).
· Create a brief explanation of each KPI, and describe how it will be used to quantitatively measure the achievement of defined tactical business goals.
· Write a formula for each KPI calculation method (define and clearly show how the KPI is derived).
Phase 3 IP;
In addition to the e-Business Plan template under the Data-Driven Web Analytics Plan section heading, add a Data-Driven Web Analytics Plan of 4-5 pages that includes the following for the case study organization:
· Create a business strategic goals statement (include at least 6 goals).
· Develop an action plan for achieving the strategic goals.
· Define the necessary benchmarks (including sales trends for the last 12 months).
· Define a time frame for achieving the strategic goals.
· Determine a budget to be allocated to achieving the strategic goals.
· Create a free Web site analytics account at Analytics, and install the tracking code on the free Web site that was created here:Web site.
· Create an analytics profile (including 4 conversion goals).
· Create 4 tracking URLs.
· Schedule 4 reports to be sent to your e-mail.
· Embed 4 screenshots of your analytics dashboard.
· Discuss how you will make comparisons between metrics.
Note: Because this Web site is fictitious and minimalist in nature, you will be using mock data. To facilitate the aggregating of Web analytics on your Web site, you will have to visit your own Web site. If desired, you can share the URL with the class to allow other students to visit your Web site.
Phase 4 IP;
Key Assignment Draft
In addition to the e-Business Plan template under the Search Engine Optimization Plan section heading, add a Search Engine Optimization Plan of 4-5 pages that includes the following for the case study organization:
· Create a sitemap (HTML or XML) of the internal architecture for the proposed Web site (created in Week 3).
· Describe the meta tags for the proposed Web site.
· Describe the body tags for the proposed Web site.
· Describe the key words for the proposed Web site (based on analytics from Week 3, if possible).
· Provide list of 10 competitors' meta key word tags.
· Create a Web site goal statement (unique selling proposition [USP]) including key words.
· Create title and description tags for your proposed Web site.
· Use a free key word ranking tool to track your key words and provide results.
Phase 5 IP;
Key Assignment
In Week 1, you were asked to create an e-Business Plan for a local company. Each week, you added a section to this e-Business Plan and submitted them for grading. The following sections should have been completed:
· Enterprise Marketing Management Plan (Week 1 IP)
· Key Performance Indicators (KPIs) Process Plan (Week 2 IP)
· Data-Driven Web Analytics Plan (Week 3 IP)
· Search Engine Optimization Plan (Week 4 IP)
Week 5 IP
This week, you will be responsible for creating a Pay-per-Click (PPC) Plan of 4-5 pages. For this portion of the e-Business Plan, you must include the following:
· Create a description of the 3 types of searches that will be used in your PPC plan.
· Describe the PPC campaign that you recommend for the case study company.
· Define each of the following items listed below specifically for the case study company using goal-based target estimates:
· Click-through rate
· Cost per click
· Average cost per click
· Conversion rate
· Cost per conversion
· Cost per lead
· Cost per acquisition
· Create 5 ad groups, including their purpose and suggestions for headlines and text.
· Describe how you will implement your ads and track your ad score