deion associates & strategies, inc. 1 using the internet as a strategic business tool presented...

DEION ASSOCIATES & STRATEGIES, INC.

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USING THE INTERNET AS A STRATEGIC BUSINESS TOOL

Presented by:

Mark S. Deion

Deion Associates & Strategies, Inc.


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4 PRIMARY STRATEGIC CONSIDERATIONS:

• I. Reduction of Expenses:– Current– Future

• II. Internet Access:– Browsing– E-Mail

• III. Internet Web Site

• IV. Implementation Plan


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I. Reduction of Expenses

Use of the internet should be designed to identify potential expense reductions.

• This should:– Finance a portion of internet start-up costs.– Force integration of corporate internet program.

If you cannot identify primary cost savings, you should re-evaluate your internet plan!!


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Current Expense Item Targets:

• Telephone• Fax• Stationery• Postage (delivery services)• Personnel• Marketing• Collateral material• Customer service


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Future Expense Item Targets:• Expansion of existing market base:

– local, regional, national, international

• Entry into new market base

• Operational capabilities:– Ability to deal with broader customer base– Ability to process more information– Enhanced personnel performance

• Expansion of product / service line.


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II. Internet access:Browsing / E-Mail

Even without a web site you can use the internet as a strategic tool!!

• You can browse the web to perform numerous activities.

• You can use E-Mail to accomplish numerous tasks.


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Browsing:

CIA: Competitive Information Acquisition

“Maintain a competitive edge”

• Monitor & Research:– Competitors– Suppliers– Customers

• Existing• Prospective


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Browsing: (cont.)

– Product Information• What you sell• What you want to sell• What you are using

– Market trends

– Operational information• Travel, (airline, hotel, maps, directions)• Equipment, software, hardware• Trade associations, government agencies


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Browsing: (cont.)

• Communications:– Video teleconferencing– Internet telephony


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Browsing: (cont.)

Any form of data/information which you need to operate your business can be obtained on the internet.

Remember:

If you can find out about them, they can find out about you!


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E-Mail:

• Enhance communications:– Decrease delivery and response time

• “Real time” communication

– Cost efficiency– Bulk distribution– Global access– E-Mail messages sent to Fax machines– Document Attachment:

• Seamless attachment of documents and/or files


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III. WEB SITE

A web site will allow you to do many things.

Here are 5 primary types of web sites:

Relational

Informational

Promotional

Transactional

Operational


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III. WEB SITE (cont.)

You can also develop a web site which is used in the following environments:

Internet

Intranet

Extranet


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Relational: (Your presence on the internet)

• Classifies your company with similar companies.

• Serves as industry resource.

• Provide company information at minimal cost.

• Post web site reference globally.


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Informational: (About your company)

• Disseminate information to known sources.

(You refer others to your web site)

– Can be used as internal and external reference.

• Disseminate information to unknown sources.

(Others find your web site on their own)


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Informational: (cont.)

Types of information:

• Company contacts• Products / services• Follow-on help (customer assistance)• Policies / procedures• Financial data


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Promotional: (Sales / Marketing efforts)

• Advertise your:– Products– Services– Special deals– Previous accomplishments


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Transactional: (Fulfillment: “Make the Deal”)

• Customer review of products / services– Catalog / products / services itemized on web site– Ordering procedures – Technical specifications– Inquiries

• Additional information required to negotiate deal• Enhance communication: personnel >>> customer


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Transactional: (cont.)

• On line ordering:– Submission of orders to specifications– Payment requirements– Shipping requirements– Availability of inventory

The entire ordering process can be interfaced with all internal systems to facilitate efficiency.


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Transactional: (cont.)

• On line purchasing:– Process financial transaction

• Seamless interface• Instant access to funds• Payment in advance

– Downloadable products / information• Entire transaction processed with no human contact

The entire transactional process can be interfaced with all internal systems to facilitate efficiency.


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Operational: (Integrate with corporate activities)

• Communication– Internal– External

• Marketing

• Sales


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Operational: (cont.)

• Advertising

• Promotional

• Customer Service

• Human Resource Development– Employment opportunities– On line training for existing staff


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Operational: (cont.)

• Research and Development

It is imperative that you determine how to use a web site to improve and enhance all corporate activities.


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IV. IMPLEMENTATION PLAN

• Develop a plan:

– Create an internet development team• Who will do what?

– Phased development• What will happen when?

– Test each phase• Review with staff• Review with potential end users• Revise to correct problems


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IV. IMPLEMENTATION PLAN (cont.)

– Create evaluation team• Evaluate everything• Re-evaluate!

– Provide personnel training for use of the internet• Develop performance analysis

Internet technology changes FAST!!!

Be prepared to change with it.


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V. COMMENTS: (Hints)

1. CIA Competitive Intelligence Acquisition

2. TMN Time Money Numbers

Everything you do with the internet should be evaluated in respect to Time, Money and Numbers.

3. ReciprocityWhat you can do with the internet, anyone else can do as well.


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V. COMMENTS: (Hints) cont.

Your ability to be cost effective and responsive to your customers and suppliers provides you with a strategic advantage.

If your customers and suppliers are using the internet as well, this increases your strategic advantage. Mutual use of the internet facilitates strategic advantages and strategic alliances.

You will discover that it is easier and more profitable to do business with companies that maintain or exceed your level of technological competence.


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V. COMMENTS: (Hints) cont.

The next time you ask someone for their E-Mail address or URL, you are attempting to integrate the use of the internet in your daily corporate activities.

Look for the Advantages

Develop a Plan

Implement it

Don’t be afraid to Change!!!


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CONTACT INFORMATION:

Information on use of the internet or other business development issues can be accessed at:

Mark S. Deion President

Deion Associates & Strategies, Inc.

106 Tyler Street Warwick, RI 02888-2704 USA

Tel: + 401-732-0457 E-Mail: [email protected]

Fax: + 401-732-8767 URL: http://www.deionassociates.com

mailto:[email protected]



http://www.deionassociates.com/



deion associates & strategies, inc. 1 using the internet as a strategic business tool presented...

Documents

internet web siteiv

internet access

internet plan

sitea web site

site cont

web sitecan

post web site reference

primary types of web