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Chapter 3
Launching a Business on the Internet
WWWWWW
2WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
OBJECTIVES
• Introduction of E-Business Life Cycle– Planning– Hardware, Software & Security – Marketing– Fulfillment– Maintenance & Enhancement
Launching a Business on Internet: Objectives
3WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
PLANNING
• Strategizing Reality– Evaluate a company’s position & competition– Set a course for years ahead– Develop implementation plan
Launching a Business on Internet: Introduction of E-Business Life Cycle
4WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
E-BUSINESS vs. TRADITIONAL BUSINESS
Factor E-Business Traditional
Barriers to Entry
Time & Space Limits; Limited Financial Capital; Unique Products
Location Requirements
Basis of Competition
Innovative Products Improved Products
Basis of Control
Customer Manufacturer
Launching a Business on Internet: Introduction of E-Business Life Cycle - Planning
5WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
E-BUSINESS vs. TRADITIONAL BUSINESS (Cont’d)
Factor E-Business Traditional
Organization Specialized Teams Hierarchical Departments
Marketing/ Sales
Mass Personalization Mass Advertising
Pricing Transaction Costs on a Sliding Scale
Production Costs
Launching a Business on Internet: Introduction of E-Business Life Cycle - Planning
6WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
STRATEGIZING
• Know Your Audience
• Become Internet Savvy
• Determine Long-term vs. Short-term Selling
• Define Your Competitors
• Evaluate Website Appearance
Launching a Business on Internet: Introduction of E-Business Life Cycle - Planning
7WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
STRATEGIZING (Cont’d)
• Select Product Range
• Manage Transaction Effectively & Efficiently
• Design Shipment Process
• Be Prepared for Unexpected Changes
Launching a Business on Internet: Introduction of E-Business Life Cycle - Planning
8WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
ULTIMATE STRATEGY
• Vision– What is your business trying to achieve?
• Resources– How much can your business afford to build the
right Website?
• Culture– Is your business politically amenable for
coordinating efforts to support e-business?
Launching a Business on Internet: Introduction of E-Business Life Cycle - Planning
9WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
DECIDING ON TYPES OF SITE
• Community• Content• Commerce• Business-to-business
– Back-end of e-commerce
• Business-to-consumer– Front-end of e-commerce
• Consumer-to-consumer– One consumer contacts another to transact business
Launching a Business on Internet: Introduction of E-Business Life Cycle - Planning
10WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
PLANNING CONSIDERATIONS
• Create & Maintain a Competitive Edge
• Reduce Operational Costs
• Improve Employee Communication & Satisfaction
• Find New Markets for Products & Services
• Improve relationships with Partners
Launching a Business on Internet: Introduction of E-Business Life Cycle - Planning
11WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
PLANNING CONSIDERATIONS (Cont’d)
• Create Distinct Distribution Channels
• Ensure Customer Satisfaction
• Adopt Sense of Entrepreneurship
• Improve Supply-Chain Management
Launching a Business on Internet: Introduction of E-Business Life Cycle - Planning
12WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
HARDWARE, SOFTWARE & SECURITY
• Hardware Specifications
• Hardware / Software Pitfalls
• Security for Reliability
Launching a Business on Internet: Introduction of E-Business Life Cycle – Hardware, Software & Security
13WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
PROMOTING ONLINE SECURITY
• Control access to web server
• Update server software & encoding security measures
• Use firewalls
• Monitor traffic & detect irregularities
• Assign a webmaster
Launching a Business on Internet: Introduction of E-Business Life Cycle – Hardware, Software & Security
14WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
DESIGN
• Promote presence to customers
• Secure site quality & effectiveness
• Keep website up to date
Launching a Business on Internet: Introduction of E-Business Life Cycle - Design
15WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
WEB STOREFRONT
• Enables customers to find products quickly– 8-second rule
• Sends the order to fulfillment center securely
• Generates a printable receipt
Launching a Business on Internet: Introduction of E-Business Life Cycle - Design
16WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
WEB SITES PROGRAMS
• Database Server
• Store Administrator
• Catalog Builder
• Shopping Cart
• Order-processing System
Launching a Business on Internet: Introduction of E-Business Life Cycle - Design
17WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
DESIGN CONSIDERATIONS
• User Control & Freedom
• Consistency & Standards
• Recognition
• Aesthetic Design
• Recovery
• Help Desk
Launching a Business on Internet: Introduction of E-Business Life Cycle - Design
18WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
MARKETING
• Providing Good Services
• Advertising
• Knowing the Customers
• Selling Products & Services
• Following Up
Launching a Business on Internet: Introduction of E-Business Life Cycle - Marketing
19WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
MARKETING CONSIDERATIONS
• Focus on niche market
• Know your visitors
• Integrate online sales with other channels
• Provide a fast, easy payment process
Launching a Business on Internet: Introduction of E-Business Life Cycle - Marketing
20WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
FULFILLMENT
• Packing up the merchandise
• Shipping the merchandise
• Answering questions about orders
• Sending out bills
• Following up with customers
• Tax angle
Launching a Business on Internet: Introduction of E-Business Life Cycle - Fulfillment
21WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
INVENTORY ISSUES
• Product Availability
• Out of Stock Notice
• Back Orders
• Processing Orders
• Controls
Launching a Business on Internet: Introduction of E-Business Life Cycle - Fulfillment
22WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
MAINTENANCE & ENHANCEMENT
• Maintenance– Keeping a systems on course based on initial
design
• Enhancement– Implementing upgrades to improve system’s
productivity
• Bottom Line – Customer Attraction & Retention
Launching a Business on Internet: Introduction of E-Business Life Cycle – Maintenance & Enhancement
23WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
MANAGING CUSTOMER FEEDBACKS
• Set up FAQs
• Increase information access
• Avoid using large images
• Answer e-mail promptly
Launching a Business on Internet: Introduction of E-Business Life Cycle – Maintenance & Enhancement
24WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
CUSTOMER SERVICE CONSIDERATIONS
• Order Update
• Order Status Look-up & Notification
• Technical Support
• Localization
• Customer Expectations
Launching a Business on Internet: Introduction of E-Business Life Cycle – Maintenance & Enhancement
Chapter 3
Launching a Business on the Internet
WWWWWW
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