Feasibility Study on Website Construction and

Online Marketing

Suh-hee Choi

HTM 499

Individual ProjectFall 2008

Table of Contents

1. Identification of need

2. Identification of market group

3. Business concept

4. Mission statement

5. Decision model

6. Competitor analysis

7. Bottom line questions

8. Website construction and design

1. Identification of Need

The Internet is getting more efficient tool for providing information and building re-lationship with customers

Small-sized restaurants with limited budget should market efficiently with well-made websites.

This project is a feasibility study of con-structing a website for a middle-sized lo-cal restaurant.

2. Identification of Market Group

West Lafayette 43.9% -- 20 to 24 years old 65% -- 15 to 34 years old

West Lafayette + Lafayette 40 thousand people --15 to 34 years old

Main visitors of the website residents of Lafayette and West Lafayette strongly appeal to teen-agers and young adults Purdue University memgers -- high accessibility to the In-

ternet

Online marketing will be effective to our busi-ness.

3. Business Concept

Restaurant concept : entertainment restaurant in class. “eatertainment” concept (Lack of “experiential

restaurants” in the greater Lafayette area run-ning entertainment restaurant will be successful)

Enjoyable atmosphere Website also should incorporate the concept of

being “energetic, fun, noisy, unique, exciting, ac-tive, and open,” as discussed in class.

4. Mission Statement

Paragraph 1 potential visitors of the website the importance of online marketing clarifying the core value we can propose from online com-

munication.

Paragraph 2 website domain name and its appearance characteristics of our website and its structure

emphasized function rather than sophisticated design we will ask a website design company to construct the

template and will utilize the website and manage by ourselves after the construction

Paragraph 3 special service provided

5. Decision Model

Criteria Ideal RealBudget to create and manage website 20 17Potential to provide unique experience 20 19

Potential to encourage customers’ partici-pation

20 19

Potential to attract customers to visit the restaurant

30 25

Efficient marketing tool 30 29Potential for effective website manage-

ment30 27

Consumers’ trend of using websites 20 20Potential to build customer loyalty 20 18

Potential to beat competitors online 20 16Technological development 20 19

Potential customers’ intention of using the Internet

20 19

Total 250 22891.2%

6. Competitors Analysis

1) Casual dining restaurant -- Applebee’s

2) Red Lobster

3) Dave & Buster’s

4) ESPN Zone

7. Bottom-line Questions

Isn’t it an excessive investment to con-struct and use website as a marketing tool? Studies show that website is a good way to

communicate with customers and to induce cus-tomer satisfaction and loyalty, if managed well.

Does online marketing really work? Adequate responses to the customers’ feedback

will significantly enhance the opportunity to lead customer’s satisfaction.

8. Website Construction and Design

1) Websites for small local restaurants – a case study of Chinatown Ice Cream Fac-tory (CICF) in New York City

2) Website construction – budget WPromote (www.wpromote.com) provides ser-

vice to construct basic websites with $1495.

8. Website Construction and Design

3) Website contents Paying attention to meet the five levels of cus-

tomer relationships -- basic, reactive, account-able, proactive, and partnership

concept of our website should be compatible to the theme of our restaurant

energetic, fun, noisy, unique, exciting, active, and open

bright will benchmark the concept that Dave &

Buster’s and ESPN Zone’s websites

8. Website Construction and Design

Logo / Home

Introduction

Menu

Food/Beverage

Game

Bar/Snacks

Location

PromotionContact informa-

tion

mapOnline

Reservation

Customer Ser-vice

FAQ

Membership service

Link toBlogs

Link toUser-cre-

ated Videos

(Youtube)

Registration for Newsletter

Feedback

Link toBulletinBoard

Link toonlineSocial

communi-ties

1.Basic

2. Re-active

3.Ac-

countable4, 5

Proac-tive& Part-ner-ship

4) Additional consideration effective management of online communication

channels is required. Full-time staff members who are responsible

for marketing and customer relations should be trained well to keep track of

our restaurant’s information customers’ trends and participation

8. Website Construction and Design