作者: bkdjqx6le 时间: 2012-10-12 21:10
提示: 作者被禁止或删除 内容自动屏蔽作者: yaean3w4o 时间: 2013-4-18 19:23
标题: How to present a case for Web site investments
What happened the last time you needed money for a sales and marketing initiative? Did management sign-off on everything you wanted -- no questions asked?
If they did, congratulations, you're part of the minority. As for the rest of us, we're facing massive cost reductions and "spending" freezes. Everyone is holding back on Web and marketing expenditures.
So what can you do? How can you convince others that Web investments are a wise decision in a slow economy?
First, remove the word "spend" from the picture and replace it with the word "invest." You should always expect a return from Web site enhancements. Then present an investment opportunity to highlight how your initiative will either increase company revenues or decrease company costs.
With that in mind, use these guidelines to build your case. Be concise and keep your documentation under two pages (one page is best).
1. Summarize the objective(s) of your Web site initiative.
Clearly state the expected outcome or benefit. For example, an initiative might be to increase sales leads, increase customer purchase size, cross-sell product lines, reduce sales cycle time, reduce cost of sales, strengthen brand perception, etc. Note: giving your Web site a "new look" is not a measurable objective.
Be specific. Increase qualified sales leads from 25 per month to 50 per month or reduce sales cycle time 25%. Also, be sure to communicate the monetary value of each increase or decrease.
For example, if your company values the cost of each lead acquired off-line at $250, then each lead acquired online saves your company $250. Or on the revenue side, if marginal profit on each widget sold is $X, then Y more purchases results in a $X*Y increased profit.
2. Summarize the problem(s) of your current Web site.
Document any known problems and factors that prevent your Web site from meeting the objective above.
Common Web site problems are: confusing navigation, long check-out process, absence of strategy, non-persuasive (or boring) copy, brand misrepresentation, poor load time, lack of credibility, lack of unique identity and proposition, etc.
Use quantitative data to support your analysis. For example, subtract the number of acquired Web site leads (or sales) from your Web site's monthly unique visitors. What's left is the number of lost customer acquisition opportunities. (See last week's article to learn
how to determine monthly Web site visitors.)
Use qualitative data. Your customer service and sales reps talk with potential customers everyday. Find out why potential and existing customers call. Was something on the Web site unclear? What did they need? For every prospect that calls, several do not. Use your findings to support your case.
3. Estimate the total investment of your initiative.
If you're absorbing the project in-house, work with your Web tech to estimate labor efforts. Be sure to allocate time for strategic planning, design/development, file transfer, two rounds of testing and collaboration. Never underestimate and always leave room for unknowns.
If you wish to outsource, contact a Web professional to request an estimate. You can do this one of two ways.
a. Issue an RFP (Request For Proposal) to a few Web professionals. Be careful though. Most organizations need to thoroughly understand your objectives, requirements and timeframes before responding with an accurate proposal. (Or at least they should.)
b. Contact a Web professional directly to ask for an estimate. Again, most organizations need to understand your objectives, requirements and timeframes prior to the estimate.
4. Summarize your recommended solution to the problem.
State how your in-house team or selected partner will help accomplish the objective. Stand behind your recommendation and stress the investment. Include the project approach, timeframes, warrantees, guarantees and any other incentives that might help the investment decision.
So there you have it. Present your Web initiatives as investment opportunities and melt the spending freeze. As long as you prove the initiative will either increase company revenues or decrease company costs you'll win your case. (Just make sure you deliver.)
作者: mmpiwtap 时间: 2013-7-4 17:04
标题: Indian home textiles market growing in leaps & bou
The home textiles market in India is expanding in leaps and bounds since the last few years. This has are available in the backdrop of a rise in disposable incomes inside the final handful of years. The housing boom with the previous years too has fuelled demand for home textiles in India.According to estimates, the current domestic industry for dwelling textiles is about US $ four billion. However, the Indian marketplace is dominated by the unorganized sector, which has a enormous 95 percent share, using the rest accounted for by branded dwelling textile retailers . "With organized property retailers and also a bigger number of national brands, the shoppers have started seeing the merit of carrying out up their houses tastefully," says Mr. Rajesh Mahajan, Managing Director of Maspar. "However", he adds by saying, "The dwelling textiles small business in India today is still about 10 years behind the apparel market in India in terms of customer acceptance of brands." Maspar is actually a house fashion brand and is present across the whole value chain from production to retail . The brand has also extended its footprint in for the markets of France and Canada.When qizzed if the Indian industry is as matured as those inside the west, he informs,fake ray ban sunglasses, "The Indian market continues to be far behind the western markets when it comes to solution providing. In India, primarily property textiles are related to sheets, towels,fake ray bans, quilts, curtains and upholstery. "Very few Indian buyers look at carrying out the comprehensive interior of a area at 1 time. Additional, the really uneconomical rentals make it unviable to showcase household textile inside a suitable environment to create a need for shoppers. Solution is mainly sold off the shelves with highly little visual merchandising. "The Indian residence textile market place is estimated to develop at a brisk 9 % (CAGR) and is expected to attain $ 9 billion by 2020.
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