e business course 2 - inseec 2011/12
DESCRIPTION
Building an E-Business project 1. Who : organisations 2. What : types of e-Business Projects, goals and KPIs, revenue models 3. How : steps and best practicesTRANSCRIPT
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Course 2 – 09/02/2012
Master INSEEC
2011-2012
E-Business Carolina BORGES
Building an E-Business project
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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
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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?
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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
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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
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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
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PART I
Building an E-Business project
Carolina BORGES
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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
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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
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E-business projects
• Who : organisations
• What : types of e-Business Projects, goals and KPIs, revenue models
• How : steps
Carolina BORGES
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WHO
Building an E-Business project
Carolina BORGES
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Brick and mortars
Carolina BORGES
Pure players
Click and mortars
Integrated Digital structure
• Who : organisations
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Direction générale
Finance Marketing
Produit Etudes Medias …
Commercial DSI …
Carolina BORGES
• Who : organisations
Digital is an organizational challenge for traditional
structures based in silos
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Direction générale
Finance Marketing
Produit Etudes Medias …
Commercial DSI …
Carolina BORGES
• Who : organisations
Digital is an organizational challenge for traditional
structures based in silos
IT infrastructure;
IS impact; etc
Legitimate ownership
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Direction générale
Finance Marketing
Produit Etudes Medias …
Commercial DSI …
Carolina BORGES
• Who : organisations
Digital is an organizational challenge for traditional
structures based in silos
Internet is a distribution
channel with sales impact
Legitimate ownership
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Direction générale
Finance Marketing
Produit Etudes Medias …
Commercial DSI …
Carolina BORGES
• Who : organisations
Digital is an organizational challenge for traditional
structures based in silos
Communication channel,
with multiple
digital touchpoints
Legitimate ownership
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• 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
• Who : organisations
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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
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Carolina BORGES
Direction générale Marketing DSI
Sp
on
so
rin
g
Su
pp
ort
Specifications and requirements
(Cahier des charges)
Providers Agencies
• Who : organisations
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WHAT
Building an E-Business project
Carolina BORGES
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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
Carolina BORGES
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Subscription
Affiliation
Commission Micropayments
Advertising
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Subscription
Affiliation
Commission Micropayments
Advertising
Generating traffic to create
inventory to sell to advertisers
Content generation
Content accessibility
Media approach
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Subscription
Affiliation
Commission Micropayments
Advertising
Ultra qualified traffic
Conversion above all
Affinity with revenue sources
available in affiliation
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Subscription
Affiliation
Commission Micropayments
Advertising
Offer
Value added
Value for money
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Subscription
Affiliation
Commission Micropayments
Advertising
Offer
Partners
Price model
Optin database
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Subscription
Affiliation
Commission Micropayments
Advertising Entertaining
Fun and addictive
Volumes
Very low margins
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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
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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
Carolina BORGES
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HOW
Building an E-Business project
Carolina BORGES
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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
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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?
Carolina BORGES
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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
Carolina BORGES
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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
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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
Carolina BORGES
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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
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Carolina BORGES
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To succeed
we must
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…increase the volume of traffic
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…and increase the conversion
rate
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Conversion is a challenge
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Conversion funnel
Carolina BORGES
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
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Carolina BORGES
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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
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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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Carolina BORGES
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+ de 50 liens !
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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
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Breadcrumbs
Carolina BORGES
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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
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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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Carolina BORGES
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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 »
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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
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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
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49 champs !
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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
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• 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)