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Numeric Marks Final Presentation and Appendix Grading Form (BUSI 645) Rating scale 5. Excellent, significantly exceeds expectations 4. Good, meets expectations 3. Acceptable, meets the majority of expectations 2. Poor, meets a minority of expectations 1. Not Acceptable, does not meet expectations Group : Criteria / Section Description Your Mark Weight Total Introduction, Situation Analysis and Opportunity (7.5%) Did the presentation start with the agenda? Did the situation analysis provide sufficient amount of information that will later result in strategic recommendations? Did the group identify and properly explain the e-commerce opportunity? Was the opportunity identification supported with the research? 1.5 0 Objectives and Strategic decisions (20%) Were the key objectives well explained? Were they specific / SMART? Were the objectives feasible? Did the group present the objectives related to traffic, sales, conversion, number of new customers, etc. ? Did the presentation outline the keys to success? Were all key strategic / long term marketing decisions explained well? Was the explanation on strategy persuasive and professional? Were strategic decisions consistent with the objectives? 4 0 Tactics (20%) Did the presentation describe all important tactical decisions, i.e. steps to be taken in order to implement the strategy? Were they consistent with the objectives and strategies? How effective was the SEO plan, and/ or PPC plan, and / or social media plan, etc. ? Did the presentation outline a vision for the future digital marketing presence (e.g. website map, website wireframe and visual layout)? 4 0 Financial Projections and Implementation (7.5%) Did the presentation / appendix outline the key financial projections such as projected sales, website building cost, PPC cost, SEO cost, and profit? Did the presentation outline an overview of key actions / steps to be taken to successfully launch the project? Was the plan presented in a clear table or Gantt chart format? 1.5 0 Conclusion (10%) Was there an effective recap of all key findings? Did the conclusion provide a call to action? 2 0 Presentation Style & Professionalism (15%) Was the presentation visually effective? Was it dynamic? Was it engaging? Did the presenters present full 20-25 minutes? Did they finish on time? Spelling mistakes, poor sentence structure, incorrect grammar? 3 0 Appendix (20%) Was there a detailed market trend / keyword research? Were the TOWS strategies presented? Was there an effective SEO, PPC and / or social media marketing plan? Social Media calendar? Website plan, wireframe and visual layout? Financial projectsions? Implementation plan? 4 0 0.00 Sheet3 Page 3 E-COMMERCE ACTION PLAN (BUSI 645) (35%) Working in groups of 4-5 persons, the students will assume that they want to start a brand-new e-commerce business. They will identify a market opportunity, conduct detailed research about trends, competition and customers, and propose a digital marketing/e-commerce strategy on how to start a new business (“pure e-commerce”, online business). There are three deliverables for this group assignment: 1. Group Project proposal: the students will do research and come up with an idea for a pure e-commerce business. They will upload their idea on the course website during the third week of the course. The proposal will consist of a 300 - 400 word written description of the business idea, as well as an image of their business model canvas. The description of the business idea must clearly answer the following two central questions to any new business model: · What is your business’ value proposition? · What is your business’ revenue model? The group proposal is worth 5%, and it will be evaluated based on the clarity, professionalism, and feasibility of the idea. 2. A 10-minute verbal presentation before the class (with slides, online, on Zoom, at the end of the semester) followed by a 5-10 minute Q&A session. All students should present. Note that the presentation may be attended by an external industry expert or panel who will be asked to select the best project, and to provide quick feedback after the presentation(s). 3. The students should also put together a 15 – 20 page Appendix to their verbal presentation (mostly in a point form, with tables and charts) and submit right before their verbal presentation. The purpose of this document is to accompany the verbal presentation and serve as a brief action plan, i.e. summary of the most important points. More information about the Appendix has been provided on page 2 of this document. The combined grading rubric for the deliverable 2 and 3 above (total of 35% of the course mark) will be posted on the course website. Format of the Appendix 1. Executive Summary (written, max 700 words) 2. Keyword / trend report 3. TOWS 4. SEO Plan and SEO tables 5. PPC Plan 6. Social Media Content Calendar 7. Other Promotional Tactics (e.g. screenshot of social media or e-mail marketing campaigns) 8. Website Map 9. Website Wireframe 10. Website Visual Layout 11. Financial projections 12. Implementation plan (outline of a sequence of activities/ steps to be done before the launch - in a table form or as a Gantt chart) Concerning buying the sport equipment The business will deal with product from the known manufacturers where it will enter into partnership with the manufacturers as a dealer in their product. This will allow it to get the products at a cheaper cost. Dealers get goods from manufacturers at a cheaper cost and are able to sell to customers at a higher cost so as to earn profit. The goods will be from the following companies: 4point4, Adidas, Amer Sports, AND1, Apeks, ASICS, Avery and Brine. 2 E-commerce Business This project involves the creation of an e-commerce business called Realtors Ltd. The company will sell sports equipment online with a concentration on the U.S. and European markets. It is a consumer-type business where it focuses on the supply of sports equipment to clients. Dick's Sporting Goods, Primetime Sporting Goods, Play it Again Sports, and TM Sporting Goods dominate the business. These are our major rivals, where their restricted number of outlets is recognized, making it very costly for individuals in various locations to get equipment and facilities needed for different sports. The company will develop a website where clients can access the product and choose what they want to purchase. The company will not stock the items, and the products will be purchased from manufacturers at consumers' request. The sports equipment to be handled includes the various balls used, flying discs, nets, racquets, rods and tackle, bars, bats, wickets and bases, shoes, and protective gears of all brands, types, and sizes. All the product specifications given by the manufacturers will appear on the website for those consumers who are looking for equipment easily available (Vejačka, 2016, May). Customers will be required to purchase the items online, following which the delivery costs and time will be assigned based on the location. The business will also have a call center and a telephone number for communication with customers. The business focuses on delivering the products, depending on the product requested and the location, via car, train, airplane, and ship. The products will be delivered as soon as possible following payment, depending on the customer's location. Delivery trucks will be contracted when delivering the products. Business value proposition The Realtors Ltd is an online sports equipment delivery business that works by simplifying the process of ordering and receiving the sports equipment. The company value proposition: we enable our customers to order their sports equipment of interest at the comfort of their homes with better products, design, safe payments, and efficient delivery. The company's mission is to use technology to turn desire into action most quickly and simply possible by making sports equipment accessible. The business model consists of the revenue source, which is markup. This will be the only source of revenue while the costs involved in the business include: licensing, rent, advertising, and commissions and salaries. This can be represented as shown below. Sales revenue. Different equipment sales Personal funding Commissions and salaries Realtor Ltd Revenue model Office rent Advertising costs Licensing. Cost for operation Equipment costs Business Model Canvas Key partners · Transport and delivery. companies · Different sport equipment manufacturers. · Different sport equipment dealers. Key activities · Advertising. · Distribution. · Responding to different customers. · Analyzing the sport equipment market. · Studying different customers’ needs and preferences. Value proposition · Enabling different customers to select the equipment of interest from a wide variety of different types and brands. · Efficient delivery of the product. · Technology use for customer to access the website and deliver on time. Customer relations. · Customer care services. · Good user interface for the website. Customer segments · Sporting academies. · Schools. · Individuals interested in sports. Key resources · Human. · Capital. · Internet. · Smartphones. Distribution channels Train parcels, picking from stalls. Delivery vehicle parcels. Cost structure · Purchasing the equipment · Storage/rent · Advertising · Distribution Revenue streams · Sales of products · Personal funding · Bank loan References Vejačka, M. (2016, May). Virtual firms as education tool in the field of eCommerce. In 2016 39th International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO) (pp. 918-922). IEEE.