Suppose You Have A Friend That Owns Or Works For A Small Bus
Suppose You Have A Friend That Either Owns Or Works For A Small Busine
Suppose you have a friend that either owns or works for a small business. They really don't want to spend the time or money designing and building their own website. He or she has narrowed the selection down to four of the following websites and wants your opinion on which to go with: eBay, Amazon, Etsy, Facebook. Create an 8- to 10-slide presentation including Introduction, Conclusion, and Reference slides. Include speaker notes with each slide. Describe the company and the product or service your friend's company provides. Eliminate one of the websites that does not fit, and state why you don't think it fits. Include the following information: What are the advantages of using each site? What are the risks of using each site? How will you be able to drive customers to the site? Would you change your strategy if your friend was selling products to a business (B2B)?
Paper For Above instruction
Introduction
Choosing the right online platform is crucial for a small business to reach its target audience effectively and efficiently. For a friend who owns or works for a small business and wishes to avoid the complexities of designing their own website, selecting a suitable online marketplace or social media platform can significantly impact sales and brand visibility. This paper evaluates four potential platforms: eBay, Amazon, Etsy, and Facebook, analyzing their suitability for various types of small businesses, discussing the advantages and risks associated with each, and proposing strategies to drive traffic. Additionally, the analysis considers whether strategies would differ if the business targeted other businesses (B2B).
Company Description and Product/Service Overview
The hypothetical small business in focus is a handcrafted jewelry shop called "Sparkle Creations." The business specializes in artisan-made jewelry, including bracelets, necklaces, and earrings. The core aim is to reach customers seeking unique, handcrafted accessories. The marketing platform choice should align with the business’s target market, product nature, and operational needs.
Elimination of the Least Suitable Platform
While all four platforms have strengths, Facebook is the least fitting for a handcrafted jewelry business focused on e-commerce sales. Facebook mainly functions as a social networking site, with its marketplace and business pages supplementing its primary purpose. Unlike eBay, Amazon, and Etsy, which are specifically designed for product sales, Facebook's primary use is social interaction, and although it includes marketplace features, it is less tailored for direct, targeted e-commerce. Moreover, its advertising algorithms are less optimized for converting niche product sales compared to dedicated e-commerce marketplaces.
Therefore, Facebook will be eliminated from the list as the primary sales platform for "Sparkle Creations." Instead, it can serve as a supplementary channel for brand awareness and engagement.
Advantages of Each Site
eBay
eBay provides a global reach, a vast customer base, and auction-style or fixed-price selling options. It is suitable for both new and vintage jewelry pieces. The platform’s integrated payment system and buyer protection increase consumer confidence.
Amazon
Amazon offers enormous customer traffic and strong logistics support through its Fulfillment by Amazon (FBA) program. It’s ideal for businesses looking for high-volume sales and brand prestige, especially if the jewelry can fit into Amazon's product categories.
Etsy
Etsy specializes in handmade, vintage, and unique items, making it the most fitting platform for artisan jewelry. It provides a community-oriented shopping experience and targeted customer base seeking handcrafted products.
Facebook offers social engagement tools, advertising options, and marketplace features that allow direct interaction with potential customers. It supports building customer relationships through content sharing and targeted ads.
Risks of Using Each Site
eBay
Fee structures can be high, and competition is intense. There is also a risk of negative feedback impacting reputation, and listing policies change frequently.
Amazon
Highly competitive environment, strict product listing requirements, and high fees, especially with FBA. Some small sellers struggle to maintain margins.
Etsy
Limited scalability; fees per listing and transaction can add up. Competition among artisans can be fierce, and some niche products may have limited visibility without paid promotions.
Less control over branding, difficult to establish trust compared to dedicated e-commerce platforms, and challenges in tracking sales attribution. Payments and transactions are less streamlined for online sales.
Strategies to Drive Customers to the Site
For each platform, targeted marketing strategies can be employed. On Etsy, high-quality product photography and SEO-optimized listings attract organic traffic. Paid advertising on Facebook can increase visibility among specific customer demographics such as jewelry enthusiasts or local buyers. Leveraging customer reviews and referrals can also enhance credibility. For Amazon and eBay, optimizing product titles, descriptions, and pricing is essential. Utilizing platform-specific promotional tools, such as Amazon Sponsored Products or eBay Promoted Listings, can increase traffic. Social media marketing combined with content creation—like styling tips or behind-the-scenes videos—can enhance engagement across channels, leading to increased website visits and sales.
Adjustments for B2B Sales
If the business were to shift focus to B2B sales, the strategy would need adaptation. Platforms like LinkedIn and Alibaba could become more relevant for wholesale transactions. On Amazon Business, the company could target bulk buyers, and dedicated B2B marketplaces could be utilized. Sales tactics would emphasize bulk discounts, reliability, and B2B customer support. The previously used social media and marketplace strategies would need to shift to account for account-based marketing, trade shows, and direct outreach to retail buyers rather than individual consumers.
Conclusion
For a small business like "Sparkle Creations," Etsy emerges as the most suitable platform due to its specialization in handmade and artisan products, aligning well with the company's product offering. Amazon presents an excellent opportunity for high-volume sales if margins permit, while eBay provides a broad reach and auction capabilities beneficial for vintage or unique pieces. Facebook, while valuable for marketing and engagement, should be secondary. The decision to eliminate Facebook from the primary sales channels is based on its less targeted approach for product-focused e-commerce in comparison to Etsy and Amazon. Strategies should be tailored to each platform's strengths, with adjustments made if expanding into B2B markets, emphasizing relationships and bulk sales. Successful small business growth depends on selecting the right channels and deploying tailored marketing efforts to attract and retain customers.
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