dog collars
TRANSCRIPT
Dog CollarsONLINE SHOP
Value Propostion
To provide high quality cat collars, dog collars and other accessories to anyone who adores their four-legged friend.
To provide outstanding customer service and a quality website that’s easy to use
To provide a high quality blog that offers advice on how to care for your pooch
Key Partners
MakingGreatLeaders – using Tim’s advice and blog for exposure
SignLines – using their facilities to hold and create accessories, staff to manage inventory
Key Activities
Manage inventory and fulfil orders and returns Create quality blog posts. Implementing digital strategy (social media, managing
analytics and SEO)
Key Resources
Online store that looks great and is easy to use - will look at platforms later…
Someone to be responsible for the product chain, inventory and stock, ensuring that orders are being met.
Team (Fiona, Tim and Jane) to manage responsibilities and maintain the business.
Customer Segments
Dog owners Largely female demographic USER PERSONAS
Customer Relationships
A trusted provider of quality accessories. Excellent customer service – quick dispatch and
fulfilment of orders and offer of full refund if products are shoddy.
Grow audience through advertising and organic SEO and through engaging content on blog – advertise through social media and through use adwords and through social media etc.
Distribution Channels
Shipping – Royal Mail or other courier service? Through Digital marketing strategy
Advertising through adwords/adsense/social media advertising
Cost Structure
Cost of stock (cost per unit?) Shipping costs (UK & International) Cost of website/hosting Advertising budget (how much to spend of facebook
ads and adwords per month) Cost of resources (Jane/Tim/Fiona – all of our time
and effort and Jane’s fee
Revenue Streams
Main revenue will be generated through sale of product. Each item £55 (what is cost price? And how was this figure reached? Need to consider cost of shipping and VAT)
Additional revenue could be generated through advertising and affiliate marketing through blog but at the moment we don’t want to detract from our own product or diminish our own brand (we want the focus to be on our product)
Plan of Attack
Develop and create a unique brand and design a beautiful website
Make it fully functional and assess best channels for shipping etc
Generate Revenue through sale of collars initially Add additional revenue streams through additional
product lines Assess and analyse, re-evaluate and pivot if necessary
Product
Dog Collars Cat Collars What else can sell to our target audience? How do we upsell? – can we package them nicely or
could you throw in a free tote that they come in?
Brand
Needs to look inviting and engaging and all about the PRODUCT (no picture of rusty!)
Consistent colours fonts – think a little bit cutesy with pinks, blues and navy’s (we are appealing to a more feminine demographic)
Reconsider company name We can easily create an ecommerce shop in Wix but
Shopify and BigCommerce have attractive templates…
Digital Marketing Strategy
SEO Social Media – Facebook and Instagram – BUFFER to
manage and schedule posts WOM/Traditional Advertising KPIs – page visits Metrics – analytics/Buffer Adwords and facebook advertising
Best Platforms
ETSY Price: No cost to set up. £0.16 per item plus 3.5% transaction fee and 4% process
paymentPros: Easy to set up Secure Can respond from any device Have a shop on etsy or create your own website with domain using Pattern Cons: has to handcrafted by you, or an outside approved manufacturer – We can look at
this but I need more details about the man who makes these
ETSY.com
Price: No cost to set up. £0.16 per item plus 3.5% transaction fee and 4% process payment. Pattern (website builder is $15/mo otherwise you’re hosted on the etsy storePros: Easy to set up Secure Can respond from any device Have a shop on etsy or create your own website with domain using Pattern Cons: has to handcrafted by you, or an outside approved manufacturer – We can look at this
but I need more details about the man who makes these Doesn’t integrate well with other websites
Shopify
Price: $29.00/month (offers a free trial for 14 days if you want to check it out)Pros Ease of use Nice free templates Takes care of everything Button can be embedded anywhere (Wix or Wordpress) or integrated with facebook Integrates with google shopping Dashboard to manage orders with sales analytics Extra features like SEO optimisation easier to add multiple variants (sizes) than with BigCommerce
Shopify
Cons because a lot people are using the themes a lot of the sites can look
very “samey” Charge 0.5 – 2 % per transaction (unless you’re using their payment
plan) Themes can be expensive at $140 It is expensive if you’re not actually selling anything
WooCommerce/Wordpress
Price: Free, but SSL ticket is $100 and add-ons and features are extra$$, you also need to pay for hosting and you might want to pay for a theme $$$
Pros Free until you start selling! Custimisable Lots of extra features Integrated with wordpressCons expensive add-ons, paying for themes… Requires a lot more work setting up and can be a pain to maintain
Big Commerce
Price: $29.95/monthPros easy to use (although not as easy as shopify) Nice responsive themes Integrates with mailchimp, hubspot Allows you integrate with facebook shop Calculates tax and shipping no transaction feeCons Free themes are a bit generic Bought themes are quite expensive at $170+
Wix
Price: £10/month ecommercePros simple to set up integrates paypal, credit card payments etc Allows you to add costs for VAT and shipping Integrates with shopify
Wix
Cons Can’t change template Not the best in terms of SEO Blog is rubbish and won’t allow affiliate advertising can we integrate with other product lines ??!! can’t be integrated with facebook
What I need from you
YOUR TIME!!! – I need direction from you, ultimately it’s your business so you’ll to invest time – I am only here initially and I need your time too! Can we have a call every other day to establish goals/objectives/direction
Content – I can write copy – but you need to review, we also need someone to write a blog every week/two weeks and regular social media updates.
Stock/List of inventory
What I need
Pick a domain! BowWowTies.com OR rockstardogcollars.com Email Domain and logins Any existing social media accounts and their logins Domain and Hosting login for Rockstardogcollars.com Logos/images – I’ll need certain measurements – need high res images
– excellent quality – bad images will put people off Stock photos for additional images for blog Budget/credit card to spend on marketing (monthly – facebook ads,
adwords)
What I need
Shipping – which courier do you use currently? Pricing plan for shipping (international? How many countries can we realistically ship to and are we covering the cost of shipping in our price or adding it on?
Tax – what VAT rate are you currently paying on your products? What Tax code do you use? We need to establish tax rate and how this is paid to HMR (also need to consider tax codes in other countries)
payment scheme – Paypal account and Stripe account company name Vat no. bank details