Your job is to create something new on the Internet (e.g., a new online business, a new website, or a new product or service on the Internet) and develop a marketing plan for it. You can come up with a completely new idea or modify an existing online business. Your goal is to show investors that your online business has potential and convince them to invest in it. I strongly encourage you to contact me if you have any questions. The guidelines for this E-Marketing plan are as follows:
- Format: double-spaced, with 1-inch margins on all sides of the paper, using 12 point Times New Roman font.
- Length: the number of pages below is the minimum requirement. You can go over those limits.
- A title page: the title, your name, date, and course
- Table of contents
The following topics should be included in your marketing plan (see Chapter 3 for more information):
- A description of your new online business, including why (i.e., rationales for your new online business), what (i.e., a description of your new business), and how (i.e., steps for realizing your business idea) (2 pages).
- Situation Analysis (2 pages)
- External environmental factors – analyze economic, legal, technological and competitive factors and argue whether they are opportunities or threats to your new business.
- Internal environmental factors – identify the strengths and weaknesses of your business.
- A summary SWOT table
- Customer analysis – describe your customers and argue why you think your new online business is attractive to them (1 page) (see Chapter 7)
- Segmentation, targeting, and differentiation strategy (1 page) (see Chapter 8)
- Objectives (1 page)
- E-marketing Strategy – product, price, promotion, distribution, and customer relationship management (3 pages) (see Chapters 9-15)
- Implementation Plan (1 page) (see Chapter 3)
- Budget – estimate the costs and forecast the revenues (1 page) (see Chapter 3)
- Evaluation Plan – identify appropriate performance metrics (1 page) (see Chapter 3)
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