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Web marketing plan-A Case Study

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Web marketing plan-A Case Study

  1. 1. Web Marketing Plan http://www.new-languages.com
  2. 2. Content of Marketing Plan Objectives Key issues (SWOT) Performance review Current situation and trends Executive summary Controls / Contingency plans Projected Profit and loss statement Action Plans Marketing Strategy
  3. 3. Executive Summary <ul><li>New-languages.com is a website offering a foreign language learning tool called as ‘flash card factory’ by using the flash card methods. </li></ul><ul><li>Objective of the marketing plan is: </li></ul><ul><ul><li>To be able to understand the opportunities for the tool itself and website </li></ul></ul><ul><ul><li>Ways to reach visitors,and convert visitors to potential customer s </li></ul></ul><ul><ul><li>Identify the weaknesses& threats and propose ideas to overcome them </li></ul></ul><ul><ul><li>Create benefits from the s trenghts </li></ul></ul><ul><li>Strategy of the marketing plan is: </li></ul><ul><ul><li>Focus on the product and service itself and make necessary improvement </li></ul></ul><ul><ul><li>Search the ways to reach and attract the customers </li></ul></ul><ul><ul><li>Find alternative ways to maximize the profit </li></ul></ul>
  4. 4. Executive Summary <ul><li>Offerings by new-languages.com </li></ul><ul><ul><li>Flash Card Factory Application is absolutely for FREE </li></ul></ul><ul><ul><li>Online flash card system will be FREE </li></ul></ul><ul><ul><li>Downloadable databases will be FREE </li></ul></ul><ul><ul><li>Discussion forum and community will be FREE </li></ul></ul><ul><ul><li>Non of the applications or services will require money on the site. </li></ul></ul>IF EVERYTHING WILL BE OFFERED AS FREE ; THAN HOW THE SITE WILL MAKE MONEY ?
  5. 5. Paid Per Click Programme (Google Adsense) -1 AdSense is an ad serving application run by Google Inc. Website owners can enroll in this program to enable text, image, and video advertisements on their websites. These advertisements are administered by Google and generate revenue on either a per-click or per-impression basis. Advertisement Advertisement
  6. 6. Paid Per Click Programme (Google Adsense) -2 Advertiser pays a certain amount to the publisher each time the advertiser's ad is clicked from the publisher's site. Also referred to as cost-per-click. CTR: The page click through rate (CTR) is the number of ad clicks divided by the number of page views. CPC: The cost-per-click (CPC) is the amount you earn each time a user clicks on ad. CPC is calculated by dividing the estimated earnings by the number of clicks received. RRM: Page revenue per thousand impressions (RPM) is calculated by dividing estimated earnings by the number of page views received, then multiplying by 1000. Page RPM = (Estimated earnings / Number of page views) * 1000
  7. 7. Affiliate Program s ‘ Tell Me More’ – Price : 337 € - % 20 commusion for each sales ‘ Rosetta Stone ’ – Price : 323 € - % 20 commusion for each sales Affiliate Marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts. It is an application of crowdsourcing
  8. 8. Donations (Paypal) <ul><li>Accept donations made with credit cards, debit cards, and PayPal right away. </li></ul><ul><li>No monthly, set-up, or cancellation fees. Only low transaction fees. </li></ul><ul><li>Donors don't need a PayPal account to make their donations. </li></ul>
  9. 9. Current Situation and Trends Global Overview of E-Learning Market <ul><li>Globally the e-learning market is approximated to be $50 billion USD, and is on pace to exceed $69 billion USD by 2015, and currently represents the fastest growing segment in the global education market which is valued at $2.3 trillion USD.  The largest e-learning market is in the US with over 60% market share, versus Europe only having 15%. </li></ul><ul><li>Although India currently has an internet penetration rate of 4%, and its e-learning market is valued at $27 million USD, it is positioning itself for extreme and rapid growth, forecasts suggest a market of up to ten times its current value resulting in a market size of $280 million USD by 2012 </li></ul><ul><li>Within the e-learning market, the current language training leaders include Rosetta Stone, which has forecasted revenues of $248 million USD for 2009, TellMeMore by Auralog which earned $31 million USD in 2008, These two players account for approximately over 16% of the market, while the rest of the market is flooded with various alternative solutions. </li></ul>Source: http:// www.myngle.com
  10. 10. Performance Review of Current Situation
  11. 11. Past Data Analysis of Site (10 Apr 2010 – 10 Apr 2011 )
  12. 12. Map Overlay of Visitors (10 Apr 2010 – 10 Apr 2011 )
  13. 13. Top Visits / Country (10 Apr 2010 – 10 Apr 2011 )
  14. 14. Key Issues
  15. 15. Strengths <ul><li>High skilled and educated workforce </li></ul><ul><li>Experience in selling, managing and distribution </li></ul><ul><li>Experience in creating the websites </li></ul><ul><li>Website is already existing </li></ul><ul><li>P roduct is free of charge </li></ul><ul><li>Friendly and easy acces s to service </li></ul><ul><li>Customizing the service to client’s demands </li></ul><ul><li>Flexibility and openness to new ideas </li></ul>Opportunities <ul><li>Write smtgh </li></ul>SWOT Analysis <ul><li>Write smtgh </li></ul>
  16. 16. Weaknesses <ul><li>Lack of finance resources </li></ul><ul><li>Product is not so developed </li></ul><ul><li>Poor service quality </li></ul><ul><li>Lack of educational experience </li></ul><ul><li>Products is not directed to specific sector market </li></ul>Opportunities <ul><li>Write smtgh </li></ul>SWOT Analysis <ul><li>Write smtgh </li></ul>
  17. 17. Opportunities <ul><li>Potential areas of growth – service can be delivered in whole world </li></ul><ul><li>Globalization and increasing needs for learning the foreign languages </li></ul><ul><li>Possibility for applying for european union funds </li></ul><ul><li>Necessity of learning at least two foreign langu ag es in secon d ary school </li></ul><ul><li>Competitors are not so flexible </li></ul><ul><li>Political stability </li></ul><ul><li>Fast growing rate of internet acces in developing countries </li></ul><ul><li>Existing social portals (facebook.com, twitter.com) </li></ul>Opportunities <ul><li>Write smtgh </li></ul>SWOT Analysis <ul><li>Write smtgh </li></ul>
  18. 18. Threats <ul><li>Big number of competitors </li></ul><ul><li>Competitors do have more finance resources </li></ul><ul><li>Polish legal system do not support business activities </li></ul><ul><li>Difficulty in terms of emerging in internet business </li></ul><ul><li>Low rate of educational internet usage </li></ul>Opportunities <ul><li>Write smtgh </li></ul>SWOT Analysis <ul><li>Write smtgh </li></ul>
  19. 19. Objectives
  20. 20. Marketing Plan Objectives Increase in number of web site views Increase in number of Flash Card Factory New Users Increase in CTR (click through rate)& Sales of Affiliate Partners & Donations Increase in EARNINGS
  21. 21. Marketing Plan Objectives 2011 2012 2013 2014 # Visits : 73000 Profit : -19 k € # Visits : 552812 Profit : 5.4 k € # Visits : 1658437 Profit : 42 k € # Visits : 3316875 Profit : 168 k € 2015 Net Profit Target 4,9 mil visits 286 861 €
  22. 22. 4PS <ul><li>Product: Flash Card Factory and New-Languages Website </li></ul><ul><li>Price: Available for Free </li></ul><ul><li>Place / Distribution Channel: Downloadable Application and supplementary Website </li></ul><ul><li>Promotion: refer # 27 </li></ul>
  23. 23. Marketing Strategy
  24. 24. Overall Marketing Strategy <ul><li>Cost Leadership </li></ul><ul><ul><li>Application available absolutely for free </li></ul></ul><ul><ul><li>Earnings based ultimately on ads ,donations and affiliates. </li></ul></ul><ul><li>Differentiation </li></ul><ul><ul><li>The Flash Card Factory is much more than simply another one application </li></ul></ul><ul><ul><li>The New-Languages web site is meant to serve as a social network / international project </li></ul></ul>
  25. 25. Details of Marketing Strategies <ul><li>Site maintenance & adding new features (activate forum, online flash cards, tests, certifications etc) </li></ul><ul><li>Flash card factory program enhancement, advertisement </li></ul><ul><li>Define main target languages and visitors per countries </li></ul><ul><li>Create a multinational environment which the users can participate and create add values for the results. </li></ul><ul><li>Search new ads and affiliate programs which offer better earnings </li></ul><ul><li>Use email marketing </li></ul><ul><li>Linking strategies </li></ul><ul><li>Using social media </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Create sister sites which are supporting the concept </li></ul>
  26. 26. 7 Strategic Languages (Native and Real Speakers) Appx : % 66 of world speaks French: 200 million Mandarin: 1200 million Hindu: 490 million Spanish: 500 million Portuguese: 240 million English: 450 million native ,1800 million speaker Arabic: 452 million
  27. 27. Action Plans
  28. 28. Promotion Activities / Tasks <ul><li>Direct emails (N.Gal – Q3,2011) </li></ul><ul><ul><li>language schools </li></ul></ul><ul><ul><li>universities and high schools </li></ul></ul><ul><ul><li>associations of foreign languages teachers (ELTA, CELTA) </li></ul></ul><ul><ul><li>certificating institutions (British Council) </li></ul></ul><ul><ul><li>Regular E-Mail Newsletters to existing customers(not spam!) </li></ul></ul><ul><ul><li>Attract visitors for signing up for newsletter </li></ul></ul><ul><li>Social Networking (L.Nadolny , cp) </li></ul><ul><ul><li>Facebook (2 profiles: product and website) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Linkedin </li></ul></ul><ul><ul><li>Goldenline </li></ul></ul>
  29. 29. Promotion Activities / Tasks <ul><li>Youtube promotion videos&ads (M.Zyzak , cp) </li></ul><ul><li>Banner ads in Internet communicators </li></ul><ul><ul><li>Skype, ICQ, Gadu-Gadu, MSN (M.Zyzak , cp) </li></ul></ul><ul><li>Make New-Languages.com website more visible for target audience – positioning </li></ul><ul><ul><li>Submission to global search engines: Google, Yahoo </li></ul></ul><ul><ul><li>Search engine optimization: key words / phrases analysis </li></ul></ul><ul><ul><li>Submit the s ite to k ey business d irectories: about.com,business.com etc </li></ul></ul><ul><ul><li>Pay per click ads (google,yahoo,microsoft) </li></ul></ul><ul><ul><li>(U.Ozcan , cp) </li></ul></ul>
  30. 30. Promotion Activities / Tasks <ul><li>Print ads in focused magazines (N.Gal – Q3-Q4,2011) </li></ul><ul><li>Articles in student magazines </li></ul><ul><ul><li>WSB-NLU inBlanco (N.Gal – Q3-Q4,2011) </li></ul></ul><ul><li>Flash Card Factory as a free app attached to computer magazines </li></ul><ul><ul><li>PC World </li></ul></ul><ul><ul><li>PC Magazine </li></ul></ul><ul><ul><li>(L.Nadolny , Q4,2011) </li></ul></ul>
  31. 31. Promotion Activities / Tasks <ul><li>Make a contest ,and as a prize give a rosetta stone or tell me more language learning software (U.Ozcan , Q3-Q4 ,2011) </li></ul><ul><li>Write articles and publish them on popular article directories (M.Zyzak ,Q3-Q4 ,2011) </li></ul><ul><ul><li>EzineArticles , GoArticles , Amazines , Buzzle , Suite101 </li></ul></ul><ul><li>Begin a business blog on website,make the users to be the part of the website. (U.Ozcan , Q4 ,2011) </li></ul>
  32. 32. Promotion Activities / Tasks <ul><li>Promote the site in online forums and discussion lists (U.Ozcan , Q3-Q4 ,2011) </li></ul><ul><li>Ask Visitors to bookmark the site (U.Ozcan , cp,2011) </li></ul><ul><li>Links Xchange and partnership programs (L.Nadolny , cp ,2011) </li></ul><ul><li>We can encourage foreign language teachers to use new website as a additional tool of learning; (N.Gal , Q3-Q4 ,2011) </li></ul><ul><li>Tool can be offered to the school (primary and secondary) – we can send paper information about new tools for learning foreign languages; (M.Zyzak , Q3-Q4 ,2011) </li></ul>
  33. 33. Application and website improvements <ul><li>Online forum </li></ul><ul><li>Online community building </li></ul><ul><li>Online flash card tool </li></ul><ul><li>Online test tool (test vocabulary etc..) </li></ul><ul><li>Peer2Peer functionality </li></ul><ul><li>Flash Card Factory mobile phone version </li></ul><ul><ul><li>Available for free in eg. Nokia OviStore </li></ul></ul><ul><li>Voice pronunciation module </li></ul><ul><li>Build-in advertising engine </li></ul>
  34. 34. The Objective-Task Method of Setting the Promotion Budget Define Objectives Determine Specific Tasks Cost Estimation of Performing Those Tasks
  35. 35. Projected Profit and Loss Statement
  36. 36. Controls <ul><li>Make monthly budget , and each month compare the actual vs estimated results </li></ul><ul><li>Check website visitor reports (numbers,countries,duration of visits,liability etc.) </li></ul><ul><li>Check daily number of downloads (flash card program) </li></ul>
  37. 37. Contingency Plans Convert the site to language learning portal and share the profit with participants Search Joint Venture Opportunities Create sister sites to be able to increase traffic of visitors Selling Website and Tool
  38. 38. N.Gal M.Zyzak L.Nadolny U.Ozcan Thank You ! Q & A