Business Proposal: Arora Moda (fictitious) is a small Internet retailer that sells both fine and costume jewelry, including necklaces, bracelets, earrings, and rings. Founded Fort Lauderdale, FL by Christopher Brown, Arora Moda has been in business since 2002.

1. Christopher Brown
Research & Strategy Proposal
10/17/2011

2. Background
Arora Moda is a small Internet retailer that sells both
fine and costume jewelry, including necklaces,
bracelets, earrings, and rings. Founded Fort
Lauderdale, FL by Christopher Brown, Arora Moda has
been in business since 2002.

3. Primary Customers
• Men shopping for their
wives/girlfriends
• Women shopping for
themselves
• Men and women
shopping for their
mothers.

4. Competitive Advantage
• Aurora Moda’s competitive advantage is its
excellent customer support and its “personal
shopper” service.
• The personal shopper service is a live chat with a
company representative that helps the customer
select the best piece of jewelry for their budget and
desires
• The company sees spikes in site traffic and sales
during the holidays (Christmas, Valentine’s, and
Mother’s Day)

5. Virtual Goods
• The virtual goods industry is booming!
• Analysts estimate that virtual goods could bring in a
billion dollars in the United States and around $5
billion worldwide this year
• Arora Moda could use virtual good as an incentive
to customers to make a purchase with us.

6. “It’s not about the goods itself, it’s about the underlying human emotion or desire.”
“The recipient knows the person took time, picked something meaningful and spent
money on it.”

7. Social Commerce
• Social commerce is a
subset of electronic
commerce that involves
using social media,
online media that
supports social
interaction and user
contributions, to assist in
the online buying and
selling of products and
services.

8. Integration of Social
Commerce

9. Arora Moda will be able to provide an extensive list
services and benefits to our online customers:
• Receive online group-buy deals.
• Flash sales targeted to specific demographic
• Sharing of in-store experience online
• Receive benefits from customer loyalty online
• Reward Facebook credits with purchases.

10. Success Stories
P&G experimented with a storefront for
Pantene, where consumers could
purchase products before they were
introduced in stores. Not only did this
approach integrate F-commerce into
the social equation, it satisfied two of
the top reasons consumers consistently
report why they “follow” and “like”
brands in social media: access to
exclusive products and rewards or
discounts as a benefit of the
connection.

11. References
• http://virtualgoodsinsider.com/2009/06/23/five-reason-why-people-send-virtual-gifts/
• "The Goods May Be Virtual, But The Profit Is Real" (Miller and Stone, 2009) at
http://www.nytimes.com/2009/11/07/technology/internet/07virtual.html?_r=1
• http://socialdegree.com/2009/08/05/4-advantages-of-a-virtual-goods-business-model/
• “Facebook Hopes Credits Make Dollars” (2010) at
http://www.nytimes.com/2010/09/23/technology/23facebook.html?_r=1
• “Online Retailers to Offer Facebook Credits as Shopping Incentives” (Van Grove, 2010) at
http://mashable.com/2010/09/27/facebook-credits-for-online-shopping/
• “The Business Guide to Facebook Part 2: From E-Commerce to F-Commerce” (2010) at
http://www.briansolis.com/2010/10/the-business-guide-to-facebook-part-2-from-e-
commerce-to-f-commerce/
• “How Big Retail is Deploying Social Commerce” (2010) at
http://socialcommercetoday.com/how-big-retail-is-deploying-social-commerce-
presentation-download/