E-Marketing Planning
Drafting Process of E-Marketing

Overview of the E-Marketing
Planning Process
 How can information technologies assist
marketers in building revenues and market
share or lowering costs?
 How can firms identify a sustainable
competitive advantage with the Internet
when so little is understood about how to
succeed?

Overview of the E-Marketing
Planning Process
 The best firms have clear visions that they translate,
through the marketing process, from e-business objectives
and strategies into e-marketing goals and well-executed
strategies and tactics for achieving those goals.
 This marketing process entails three steps:
- Marketing plan creation,
- Plan implementation,
- Evaluation/corrective action.

Creating an E-Marketing
Plan
 E-marketing plan: It is a guiding, dynamic document that links
the firm’s e-business strategy (e-business model) with
technology-driven marketing strategies and lays out details for
plan implementation through marketing management.
 The e-marketing plan serves as a roadmap to guide the
direction of the firm, allocate resources, and make tough
decisions at critical junctures.
 There are two common types of e-marketing plans:
- The napkin plan,
- The venture capital plan.

The Napkin Plan
 Dot-com entrepreneurs were known to simply jot their ideas on
a napkin over lunch and then run off to find financing.
 The big company version of this is the just-do-it. An employee
has an idea, and convinces management to just do it.
 These plans sometimes work and are sometimes even
necessary but they are not recommended when substantial
resources are involved. Sound planning and thoughtful
implementation are needed for long-term success in business.

The Venture Capital E-Marketing Plan
 Small to mid-sized firms and entrepreneurs with start-up ideas
usually begin with a napkin plan without going through the entire
traditional marketing planning process.
 BUT as the company grows and needs capital, it has to put
together a comprehensive e-marketing plan.
 Where does an entrepreneur go for capital?
- Sometimes bank loans,
- Most of the time, it is equity financed,
- Private funds (friends and family),
- Angel investors,
- Venture capitalists.

The Venture Capital E-Marketing Plan
 Investors are looking for a well-composed business plan,
and more importantly, a good team to implement it.
 The business plan should contain enough data and logic to
prove that:
 The e-business idea is solid,
 The entrepreneur has some idea of how to run the business.

The Venture Capital E-Marketing Plan
 9 questions that every business plan should
answer:
1. Who is the new venture’s customer?
2. How does the customer make decisions about
buying this product or service?
3. To what degree is the product or service a
compelling purchase for the customer?
4. How will the product or service be priced?

The Venture Capital E-Marketing Plan
 9 questions that every business plan should
answer:
5. How will the venture reach all the identified
customer segments?
6. How much does it cost (in time and resources)
to acquire a customer?
7. How much does it cost to produce and deliver
the product or service?
8. How much does it cost to support a customer?
9. How easy is it to retain a customer?

The Venture Capital E-Marketing Plan
 VCs look for a way to get their money and profits
out of the venture within a few years:
- The golden exit plan is to go public and issue stock in an
initial public offering (IPO),
- As soon as the stock price rises sufficiently, the VC
cashes out and moves on to another investment.
 All VCs’ investments are not successful. But if even
one out of 20 is an Amazon.com, the risk was well
worth the reward.

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