web marketing plan-a case study

Web Marketing Planhttp://www.new-languages.com

http://www.new-languages.com

Content of Marketing Plan

Objectives

Key issues (SWOT)

Performance review

Current situation and trends

Executive summary

Controls / Contingency plans

Projected Profit and loss statement

Action Plans

Marketing Strategy


Executive Summary

New-languages.com is a website offering a foreign language learning tool called as ‘flash card factory’ by using the flash card methods.

Objective of the marketing plan is: To be able to understand the opportunities for the tool itself and website Ways to reach visitors,and convert visitors to potential customers Identify the weaknesses& threats and propose ideas to overcome them Create benefits from the strenghts

Strategy of the marketing plan is: Focus on the product and service itself and make necessary

improvement Search the ways to reach and attract the customers Find alternative ways to maximize the profit


Executive Summary

Offerings by new-languages.com

Flash Card Factory Application is absolutely for FREE Online flash card system will be FREE Downloadable databases will be FREE Discussion forum and community will be FREE Non of the applications or services will require money on the

site.

IF EVERYTHING WILL BE OFFERED AS FREE ;

THAN HOW THE SITE WILL MAKE MONEY ?


Paid Per Click Programme (Google Adsense) -1

AdSense is an ad serving application run by Google Inc. Website owners can enroll in this program to enable text, image, and video advertisements on their websites. These advertisements are administered by Google and generate revenue on either a per-click or per-impression basis.

Advertisement

Advertisement


Advertiser pays a certain amount to the publisher each time the advertiser's ad is clicked from the publisher's site. Also referred to as cost-per-click.

CTR: The page click through rate (CTR) is the number of ad clicks divided by the number of page views.

CPC: The cost-per-click (CPC) is the amount you earn each time a user clicks on ad. CPC is calculated by dividing the estimated earnings by the number of clicks received.

RRM: Page revenue per thousand impressions (RPM) is calculated by dividing estimated earnings by the number of page views received, then multiplying by 1000. Page RPM = (Estimated earnings / Number of page views) * 1000

Paid Per Click Programme (Google Adsense) -2


Affiliate Programs

‘Tell Me More’ – Price : 337 €

- % 20 commusion for each sales

‘Rosetta Stone’ – Price : 323 €

- % 20 commusion for each sales

Affiliate Marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts. It is an application of crowdsourcing


Donations (Paypal)

•Accept donations made with credit cards, debit cards, and PayPal right away.

•No monthly, set-up, or cancellation fees. Only low transaction fees.

•Donors don't need a PayPal account to make their donations.


Current Situation and Trends Global Overview of E-Learning Market

• Globally the e-learning market is approximated to be $50 billion USD, and is on pace to exceed $69 billion USD by 2015, and currently represents the fastest growing segment in the global education market which is valued at $2.3 trillion USD. The largest e-learning market is in the US with over 60% market share, versus Europe only having 15%.

•Although India currently has an internet penetration rate of 4%, and its e-learning market is valued at $27 million USD, it is positioning itself for extreme and rapid growth, forecasts suggest a market of up to ten times its current value resulting in a market size of $280 million USD by 2012

•Within the e-learning market, the current language training leaders include Rosetta Stone, which has forecasted revenues of $248 million USD for 2009, TellMeMore by Auralog which earned $31 million USD in 2008, These two players account for approximately over 16% of the market, while the rest of the market is flooded with various alternative solutions.

Source: http://www.myngle.com

http://www.myngle.com/blog/2009/10/01/the-language-e-learning-industry-part-3-language-learning-market-ii

http://www.myngle.com/blog/2009/10/01/the-language-e-learning-industry-part-3-language-learning-market-ii


Performance Review of Current Situation


Past Data Analysis of Site (10 Apr 2010 – 10 Apr 2011 )


Map Overlay of Visitors(10 Apr 2010 – 10 Apr 2011 )


Top Visits / Country(10 Apr 2010 – 10 Apr 2011 )


Key Issues


Strengths

Opportunities

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SWOT Analysis

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High skilled and educated workforceExperience in selling, managing and

distributionExperience in creating the websitesWebsite is already existingProduct is free of chargeFriendly and easy access to serviceCustomizing the service to client’s demandsFlexibility and openness to new ideas


Weaknesses

Opportunities

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SWOT Analysis

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Lack of finance resourcesProduct is not so developedPoor service qualityLack of educational experienceProducts is not directed to specific

sector market


Opportunities

Opportunities

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SWOT Analysis

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Potential areas of growth – service can be delivered in whole world

Globalization and increasing needs for learning the foreign languages

Possibility for applying for european union funds Necessity of learning at least two foreign languages

in secondary school Competitors are not so flexible Political stability Fast growing rate of internet acces in developing

countries Existing social portals (facebook.com, twitter.com)


Threats

Opportunities

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SWOT Analysis

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Big number of competitors Competitors do have more finance

resourcesPolish legal system do not support

business activitiesDifficulty in terms of emerging in

internet businessLow rate of educational internet usage


Objectives


Marketing Plan Objectives

Increase in number

of web site views

Increase in number of Flash Card Factory New Users

Increase in CTR (click through rate)& Sales of Affiliate Partners & Donations

Increase in EARNINGS


Marketing Plan Objectives

2011

2012

2013

2014

# Visits : 73000Profit : -19 k €

# Visits : 552812Profit : 5.4 k €

# Visits : 1658437Profit : 42 k €

# Visits : 3316875Profit : 168 k €

2015 Net Profit Target

4,9 mil visits

286 861 €


4PS

Product: Flash Card Factory and New-Languages Website

Price: Available for Free

Place / Distribution Channel: Downloadable Application and supplementary Website

Promotion: refer # 27


Marketing Strategy


Overall Marketing Strategy

Cost Leadership

Application available absolutely for free Earnings based ultimately on ads ,donations and affiliates.

Differentiation

The Flash Card Factory is much more than simply another one application

The New-Languages web site is meant to serve as a social network / international project


Details of Marketing Strategies

•Site maintenance & adding new features (activate forum, online flash cards, tests, certifications etc)

•Flash card factory program enhancement, advertisement

•Define main target languages and visitors per countries

•Create a multinational environment which the users can participate and create add values for the results.

•Search new ads and affiliate programs which offer better earnings

•Use email marketing

•Linking strategies

•Using social media

•Search engine optimization

•Create sister sites which are supporting the concept


7 Strategic Languages(Native and Real Speakers)

Appx : % 66 of world speaks

French: 200 million

Mandarin: 1200 million

Hindu: 490 million

Spanish: 500 million

Portuguese: 240 million

English: 450 million native ,1800 million speaker

Arabic: 452 million


Action Plans


Promotion Activities / Tasks

Direct emails (N.Gal – Q3,2011)

language schools universities and high schools associations of foreign languages teachers (ELTA, CELTA) certificating institutions (British Council) Regular E-Mail Newsletters to existing customers(not spam!) Attract visitors for signing up for newsletter

Social Networking (L.Nadolny , cp)

Facebook (2 profiles: product and website) Twitter Linkedin Goldenline



Youtube promotion videos&ads (M.Zyzak , cp)

Banner ads in Internet communicators Skype, ICQ, Gadu-Gadu, MSN (M.Zyzak , cp)

Make New-Languages.com website more visible for target audience – positioning Submission to global search engines: Google, Yahoo Search engine optimization: key words / phrases analysis Submit the site to key business directories:

about.com,business.com etc Pay per click ads (google,yahoo,microsoft)(U.Ozcan , cp)



Print ads in focused magazines (N.Gal – Q3-Q4,2011)

Articles in student magazines WSB-NLU inBlanco (N.Gal – Q3-Q4,2011)

Flash Card Factory as a free app attached to computer magazines PC World PC Magazine(L.Nadolny , Q4,2011)



Make a contest ,and as a prize give a rosetta stone or tell me more language learning software (U.Ozcan , Q3-Q4 ,2011)

Write articles and publish them on popular article directories (M.Zyzak ,Q3-Q4 ,2011)

EzineArticles , GoArticles , Amazines , Buzzle , Suite101

Begin a business blog on website,make the users to be the part of the website. (U.Ozcan , Q4 ,2011)

http://www.ezinearticles.com/

http://www.goarticles.com/

http://www.amazines.com/

http://www.buzzle.com/

http://www.suite101.com/



Promote the site in online forums and discussion lists (U.Ozcan , Q3-Q4 ,2011)

Ask Visitors to bookmark the site (U.Ozcan , cp,2011)

Links Xchange and partnership programs (L.Nadolny , cp ,2011)

We can encourage foreign language teachers to use new website as a additional tool of learning; (N.Gal , Q3-Q4 ,2011)

Tool can be offered to the school (primary and secondary) – we can send paper information about new tools for learning foreign languages; (M.Zyzak , Q3-Q4 ,2011)


Application and website improvements

Online forumOnline community buildingOnline flash card toolOnline test tool (test vocabulary etc..)Peer2Peer functionalityFlash Card Factory mobile phone version

Available for free in eg. Nokia OviStore

Voice pronunciation moduleBuild-in advertising engine


The Objective-Task Method of Setting the Promotion Budget

Define Objectives

Determine Specific Tasks

Cost Estimation of Performing Those Tasks


Projected Profit and Loss Statement


Controls

Make monthly budget , and each month compare the actual vs estimated results

Check website visitor reports (numbers,countries,duration of visits,liability etc.)

Check daily number of downloads (flash card program)

Website Visitors Report


Contingency Plans

Convert the site to

language learning

portal and share the

profit with participants

Search Joint Venture

Opportunities

Create sister sites to

be able to increase

traffic of visitors

Selling Website and

Tool

N.GalM.Zyzak

L.NadolnyU.Ozcan

web marketing plan-a case study

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