You Are To Select A Business That Does Not Already Have A We

You Are To Select a Business That Does Not Already Have A Web Site

You are to select a business that does not already have a website, and develop an Internet strategy for it. Consider small-scale businesses such as a local bike store, sole proprietorships offering services like car repair, house cleaning, or tax preparation. Research and analyze markets and competitors using the Internet and library resources. Describe how the selected business can utilize social media to achieve its objectives.

Answer the following questions:

- What Internet business model would be appropriate for the company to follow in creating a website and why?

- How can the business benefit from a website?

- What functions should the website perform for the company (e.g., marketing, sales, customer support, internal communications)?

- In what other ways might the company use the Internet for its benefit?

- Prepare functional specifications for the company's use of the web and Internet.

- Include links to and from other sites in your design.

- Prepare a list of technological specifications for implementation (e.g., necessary hardware and software).

Paper For Above instruction

Developing an effective internet strategy for a small business without an existing web presence involves a thorough understanding of the company's objectives, target market, and the dynamic digital environment. This essay explores the process of designing a comprehensive web and social media strategy for such a business, emphasizing the importance of selecting an appropriate online business model, identifying key website functions, and establishing technological requirements.

Selection of the Business and Market Analysis

For this analysis, I have selected a local bicycle repair shop that currently does not have an online presence. Small local service providers like bicycle shops often rely heavily on foot traffic and word-of-mouth marketing. However, establishing an online presence can significantly expand their reach, attract new customers, and improve operational efficiency. Market research indicates a growing interest in health, fitness, and eco-friendly transportation, which increased demand for bicycle-related services. Competition includes nearby bike stores, larger sporting goods chains with online sales, and emerging mobile repair services.

Appropriate Internet Business Model

An appropriate online business model for this bicycle shop is the local service provider model, primarily focusing on service delivery and customer engagement. The model would emphasize informational content, appointment scheduling, and possibly e-commerce sales of accessories and parts. Unlike a purely transactional online store, the primary goal would be to enhance in-store services and foster customer loyalty via online interaction. The customer relationship management (CRM) approach integrated into the website would support repeat business and personalized communication.

Benefits Derived from a Web Presence

The benefits of establishing a website include increased visibility within the local community and beyond, improved customer communication, and streamlined service processes. The website can serve as an at-a-glance portal for services offered, pricing, hours of operation, and contact information. It also facilitates online appointment booking, feature promotions, and provide educational content about bicycle maintenance, thus positioning the shop as a knowledgeable leader in its niche. Furthermore, a website can improve credibility and trust with prospective customers.

Functional Roles of the Website

The website should perform multiple functions:

- Marketing: Showcase services, promote special offers, and publish blogs or tips related to bicycle maintenance.

- Sales: Facilitate online purchase of accessories, parts, or gift cards.

- Customer Support: Provide FAQs, contact forms, and booking functionalities for repairs or consultations.

- Internal Communications: Offer staff access to schedules, inventory management, and internal memos if integrated with backend systems.

- Feedback and Reviews: Collect customer feedback and display testimonials to build social proof.

Social Media Strategy

Complementing the website, social media platforms such as Facebook, Instagram, and Twitter can be leveraged to engage local communities, promote sales, and share content. Posting regularly about repair tips, community rides, and promotions will increase visibility. Social media can also serve as a customer service channel, enabling quick responses and fostering loyalty.

Utilization of the Internet Beyond the Website

Beyond the website, the shop can benefit from targeted online advertising, local business directories, and partnerships with local events or cycling clubs. Email marketing campaigns can keep customers informed about upcoming promotions and new services. Additionally, utilizing Google My Business can enhance local search visibility, critical for small service providers.

Functional Specifications

The website should include:

- Responsive design for mobile devices.

- Integrated booking system with calendar.

- E-commerce platform for parts and accessories.

- Content management system for updates.

- Linkages to social media profiles.

- Search engine optimization elements.

- Customer review sections.

Links and Connectivity

Incorporating links to relevant external sites like local cycling groups or suppliers enhances credibility and resource sharing. Cross-linking with social media platforms encourages engagement and increases reach.

Technological Specifications

Hardware requirements include a reliable web server hosting the website, point-of-sale (POS) integration for e-commerce, and administrative computers for staff. Software specifications involve content management systems such as WordPress or Shopify, scheduling plugins, and security measures including SSL certificates for data protection. Reliable broadband internet, backup solutions, and cybersecurity tools are essential to safeguard customer data and ensure uptime.

Conclusion

Establishing an online presence for a small local business such as a bicycle repair shop involves strategic planning, choosing the right online business model, and utilizing various digital tools effectively. The website and social media strategies outlined can significantly enhance customer engagement, streamline operations, and position the business competitively in the evolving digital marketplace.

References

  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th Edition). Pearson Education.
  • Laudon, K. C., & Traver, C. G. (2021). E-commerce 2021: business, technology, society. Pearson.
  • Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page.
  • Porter, M. E. (2001). Strategy and the Internet. Harvard Business Review.
  • Scott, D. M. (2015). The New Rules of Marketing and PR. Wiley.
  • Hanna, R., & Chen, X. (2020). Social Media Marketing: Strategies for Small Business. Journal of Small Business Management, 58(2), 245-256.
  • Smith, P. R., & Zook, Z. (2016). Marketing Communications: Integrating Offline and Online Strategies. Kogan Page.
  • Google My Business. (2023). Optimizing for local search. Google Support.
  • Shankar, V., & Carpenter, G. (2017). The Future of Marketing. Journal of Marketing.
  • Cheng, J. M. S., & Zhe, L. (2021). Mobile Commerce and Small Business. International Journal of Information Management, 58, 102319.

Related Assignments