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E marketing planning

  1. E-Marketing Planning Drafting Process of E-Marketing
  2. 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?
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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?
  9. 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?
  10. 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, the risk was well worth the reward.
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