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E-Biz Secrets to Winning on the Web: The right policies, people, processes, infrastructure and technology The Direct Marketing Association’s Net.Marketing ‘99 Conference, Los Angeles, March 2, 1999

4/6/99


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Table of Contents

E-Biz Secrets to Winning on the Web: The right policies, people, processes, infrastructure and technology The Direct Marketing Association’s Net.Marketing ‘99 Conference, Los Angeles, March 2, 1999

Terms of Use for this Presentation

Why are you here? An on-the-spot customer survey

Why attend this session?

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Act I: Starting Down the Wrong Path

How Most Companies Start Down the Wrong Path

How to Start Over

Act II: Doing It Right

The 7 Habits (or Phases) of Highly Successful Reengineering Projects:

9-Step E-Biz Blueprint Methodology Repeat for Phases 2, 3 & 4 to map Current, Best, & then Ideal Practices

1- CUSTOMER REQUIREMENTS for Current and Future Customers

Web Customer Fundamentals

2- STRATEGY

STRATEGY Issues

General E-Strategies: “Five Steps to Success in E-Commerce” (from Customers.com®)

E-Business Strategy Examples

POLICY Issues

E.g., External Link Disclaimer from FinanceNet.gov

3- PROCESS

4- ORGANIZATION

Sample E-Business Organization Chart

5- PEOPLE

Some Possible Web Jobs

6- INTELLIGENCE

7- AUTOMATION

8- DATA

9- TECHNOLOGY

There are 3 Methods to “Selling on the Web”

Review the 7 Project Phases

The 7 E-Business Planning Phases

Phase 1- Organize The Effort “The Journey Begins…”

Phase 2 - Workshop #1: Current Practices “Take Stock of Current Situation”

Phase 3- Workshop #2: Best Practices “Keeping up with the [DOW] Jones How the Fortune 500 are or should be doing e-business”

Example Best Practices: The Eight Critical Success Factors in Electronic Commerce and E-Business (from Customers.com®)

Best Practices: Provide self-service options Federal Express www.fedex.com

Best Practices: Provide personalized shopping Aids www.LandsEnd.com “Personal Model”™

Best Practices: Organize Content by Customer Type U.S. Mint: www.usmint.gov/catalog for “Gift-givers”

Best Practices: Deliver customized offers and content Amazon Books at www.amazon.com

Phase 4- Workshop #3: Ideal Practices “Breaking out of the Box”

Phase 5- Business Impact Analysis

Phase 6- Implementation Plan

Phase 7- Build/ Test/ Roll-out Web Site Development Process

Moral of my Story:

How can you learn more?

Recommended E-Business Reading

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QUESTIONS & ANSWERS

 Author: Michele Bartram

Email: mjb@webpractices.com

Home Page: www.webpractices.com

Other information:
Visit www.WebPractices.com for more information on best practices in e-business.

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