eb - lecture 12 - planning for ecommerce

eBusinessLecture 12 - Planning for eCommerce

V1.0Planning for eCommerce Lecture 12 - 12.*

Introduction to Lecture 12Topics covered:Identifying eCommerce objectives Measuring benefitsManaging costsStrategies for developing eCommerce sitesManaging the eCommerce implementationPost implementation audit


Identifying ObjectiveseCommerce objectives could include:Increasing sales in existing marketsOpening new marketsServing existing customers betterIdentifying new vendorsWorking more efficiently with existing vendorsObjectives will vary with the size of organisation


Measuring the Benefits of eCommerceSchneider, G. (2007) Electronic Commerce 7th Ed, p.540

eCommerce InitiativesCommon Measurements of BenefitsBuild brandsSurveys or opinion polls that measure brand awarenessEnhance existing marketing programmesChange in per-unit sales volumeImprove customer serviceCustomer satisfaction surveys, quantity of customer complaintsImprove supply chain operationCost, quality and on-time delivery of materials or services purchasedHold auctionsQuantity of auctions, bidders, sellers, item sold, registered participantsProvide portals and virtual communitiesNumber of visitors, number of return visits per visitor and duration of average visit


Managing CostseCommerce project costs can be difficult to estimate and control:Total cost of ownershipChange managementOpportunity costsWebsite costs


Starting a Web BusinessSchneider, G. (2007) Electronic Commerce 7th Ed, p.542


Cost/Benefit EvaluationSchneider, G. (2007) Electronic Commerce 7th Ed, p.546


Strategies for Developing eCommerce WebsitesAddressing increased complexity of website functionalityInternal development vs. outsourcingSelecting a hosting serviceNew methods for partial outsourcing


Increasing Complexity of Website FunctionsSchneider, G. (2007) Electronic Commerce 7th Ed, p.549


The Internal TeamCreate an internal team responsible for the projectMeasure the achievements of the internal teamRecognise the value of the intellectual capital in employees knowledgeInternal team should decide which parts of the project to outsource


Outsourcing OptionsEarly outsourcingOutsource initial site design and developmentInternal team then assume responsibility for siteLate outsourcingInternal team design and implement the siteOnce stable, the maintenance of site is outsourcedPartial outsourcingSpecific portions of the project are outsourced


Selecting a Hosting ServiceKey factors to evaluate:FunctionalityReliabilityBandwidth and server scalabilitySecurityBack-up and disaster recoveryCost


Partial Outsourcing Strategy

IncubatorOffers start up company an office and support servicesIn return, receives ownership interest in the companyFast venturingExisting company is venture sponsor, seeking to launch new eCommerce initiativeJoins equity partners and operational partners who provide expertise to develop new eCommerce initiative


eCommerce Project ManagementFramework of formal techniques for planning and controlling activities in a projectIntention is to deliver on schedule, on budget and to agreed qualityProject management software can be used to manage resources and schedulesCan help manage activities of external consultants and outsourced providerseCommerce projects tend to be short, typically less than six months


Staffing for eCommerceBusiness managersProject managersAccount managersApplication specialistsWeb programmersWeb graphic designersContent creators and editorsCustomer service representativesNetwork operatorsSystems and database administrators


Post-Implementation AuditFormal review of a project after it is up and runningOpportunity to compare achieved objectives against the planned-for objectivesShould result in a comprehensive reportInformation gathered can be used to assist in future projects


SummaryAny eCommerce project should commence by clearly identifying the planned objectivesProject costs can be difficult to estimate and controlNeed to consider role of internal team and the tasks to be outsourcedAn eCommerce project requires a wide range of skillsA post-implementation audit will provide valuable lessons that can be applied to future projects


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eb - lecture 12 - planning for ecommerce

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