e commerce presentation
DESCRIPTION
Here\'s a presentation on: Adding eCommerce to Your Business. I presented this at the University of Toledo Business Marketing event this fall. Enjoy!TRANSCRIPT
10/18/2011
HOW TO ADD
eCOMMERCE
TO YOUR
BUSINESS
Tuesday, October 17, 2011
Joe MetzgerPresident, Metzgers Printing + Mailing
GET IT DONE.
Introducing: Joe Metzger Who is Joe?
Why is Joe talking about websites?
My story…
INTRODUCTION
GET IT DONE.
CHANGE. INNOVATION.
SURVIVAL.
Entrepreneurialism since the 6th grade
1980: 6,500 typesetting firms in the United States
1984: Introduction of the Apple Macintosh
By 1990: Zero typesetting firms
To survive, Metzgers adapted to change
When life gives you Lemons…GET IT DONE.
GET IT DONE.
CHANGE. INNOVATION.
SURVIVAL.
Metzgers adapted to change. 1995: Entered into the printing marketplace
1997: Launched the first branded storefront: The Stationery Store
Today: Over 50 branded storefronts for custom printed products and logo’d items
Optimized front-end and back-end processes for storefront orders
Call center, production-on-demand, warehouse, fulfillment and distribution services
GET IT DONE.
GET IT DONE.
Learn about the ins and outs of an online eCommerce business
in this fast-paced, solution providing session.
GOAL FOR TODAY
GET IT DONE.
WHAT DOES YOUR WEBSITE
DO FOR YOUR BUSINESS?
Your business’ web presence.
1. Brand, image and lead generation
2. Storefront tool to bring in business
3. eCommerce to expand market share
4. eCommerce as a stand-alone business
GET IT DONE.
GET IT DONE.
What have I experienced at Metzgers?
Brand, image and lead generation
www.metzgers.com
Storefront tool
www.HealthSourceEZStore.com
eCommerce to expand market share
www.TonyPackos.com
eCommerce as a stand-alone business
www.PrintBigChecks.com
MY EXPERIENCE
GET IT DONE.
Look at your eCommerce business from:
30,000 feet
3,000 feet
500 feet
And, in the trenches!
BUSINESS
GET IT DONE.
Purpose of websites: A brand, image and lead generation site
brings in leads for sales and marketing to act upon
An eCommerce extension of a business is used to sell more products to more people, with less touches
An eCommerce business is in business to sell products or services online
PURPOSE
GET IT DONE.
Starting a business should be easy! What are you selling?
A one time sale or possible repeat customers?
Who are you selling to?
How will you find customers, or how will customers find you?
Why will customers buy?
IT SHOULD BE EASY!
GET IT DONE.
Questions to ask about your customer base.
What is the benefit to the customer?
What will make the customer come back?
Are there enough potential customers out there?
How will we find more customers?
Will customers become fans?
THE CUSTOMER
GET IT DONE.
Questions to ask about the business.
How much does it cost?
How much money will be made per order?
What are the upfront costs?
Can supply meet demand?
How will you deliver?
Is there a busy season?
Do you need partners or partnerships?
BUSINESS DETAILS
GET IT DONE.
DIVING IN
Let’s dive in and look at some examples.
Brand, image and lead generation
Metzgers.com
Storefront tool
HealthSourceEZStore.com
eCommerce to expand market share
TonyPackos.com
eCommerce as a stand-alone business
PrintBigChecks.com
GET IT DONE.
DISCOVERY
What steps do we take for each? Brand, image and lead generation
Storefront tool
eCommerce to expand market share
eCommerce as a stand-alone business
GET IT DONE.
IN-HOUSE or OUTSOURCE?
Locate a good designer or a solid web design and development company
Choose a platform
Create or hire someone to create the content
Content and design are not the same thing!
Organize and create a website map
Set a timeline
Provide goals, expectations and possibly incentive to the development team
GET IT DONE.
WEBSITE + MARKETING
Comb through competitor’s websites
Complete a SWOT analysis
Think about how you’ll find customers
Plan a social media, SEO and PPC plan
Plan email, direct mail, cross-media advertising and marketing campaigns and PR
Unseen + Untold = Unsold!
GET IT DONE.
THE URL SEARCH
What URL’s are available?
Does the URL fit within the business model?
Is the URL easy, cool and effective?
Is the URL the company name?
Do you need more than one URL?
Maybe a specific URL for different markets?
A URL (Uniform (or Universal) Resource Locator) is the address of a website.
GET IT DONE.
THE URL SEARCH
There are lots of websites to aid in your search:
GoDaddy.com
NetworkSolutions.com
Domize.com
Whois.net
GET IT DONE.
• PrintLargeChecks.com• MyBigChecks.com• HugeHonkingChecks.com• MyBigChecks.com• EnormousChecks.com• BigChecksSite.com• HugeChecksSite.com• ExtraBigChecks• GiantChecksSite.com• BigEzChecks.com• SuperBigChecks.com• SuperSizeChecks.com• StupidSizeChecks.com• ReallyLargeChecks.com
• VeryLargeChecks.com• SuperLargeChecks.com• PrintBIgChecks.com• MakeGiantChecks.com• Really-Big-Checks.com• ReallyLargeChecks.com• ReallyHugeChecks.com• PrintGiantChecks.com• FlippinHugeChecks.com• FlippingHugeChecks.com• FreakinHugeChecks.com• FreakingHugeChecks.com• PrintBigChecks.com
THE URL SEARCH
Our search for PrintBigChecks.com:
GET IT DONE.
eCOMMERCE ENGINE
Available eCommerce software packages:
There are lots of choices
Work with your web solutions provider to pick one that:
Fits within the website
Allows for credit card / PayPal transactions
Works with your merchant account
Reputable and reliable
GET IT DONE.
eCOMMERCE ENGINE
Available eCommerce software packages:
Some choices include:
ShopSite
Zen Cart
OSCommerce
Potential issues or opportunities
In-house on your servers, Internet connection
Hosted
Many host providers include eCommerce software
GET IT DONE.
MERCHANT ACCOUNT
To get paid online, you need to know about merchant accounts.
Choose your bank
Learn how they work and make sure it works for you and for your bank account(s)
What online credit card processors do they support?
Make them aware of your website
Show it during the development phase
Get the bank excited about you!
GET IT DONE.
MERCHANT ACCOUNT
There are different fees associated. Know your banking and merchant fees
Heck, make sure you know all of your costs!
Boxes, tape and packaging supplies
Product cost
Phones and Internet connection
Computer and software PLUS upgrades
Innovation / R&D for future products and services
Budget and plan for the future!
GET IT DONE.
MERCHANT ACCOUNT
Online credit card processor choices:
Again, there are many!
Payment Gateway
Requires a merchant account
Examples: PayPal Payflow Pro, Authorize.net, Network Merchants, Inc.
PayPal Website Payments Pro
Bring your bank account to PayPal and connect them
Includes the merchant account and gateway
GET IT DONE.
FULFILLMENT & DELIVERY
Track your inventory
Follow your shipping game plan
Make every shipment a positive experience for your customer
During start-up, be sure to follow through with your customers to ensure satisfaction
GET IT DONE.
FULFILLMENT & DELIVERY
Track the database and create a system.
Track order and customer data to assist with running your business
Order entry method (phone or website)
Ship to address
Email addresses
Mailing addresses
Shopping habits
Inquiries
GET IT DONE.
FULFILLMENT & DELIVERY
1. Fulfill and deliver on-time and accurately
2. Market your website actively
3. Grow your business
4. Repeat 1, 2 and 3 daily!
5. Keep looking for the next product(s) or websites
GET IT DONE.
Think differently.
Be curious.
Stay hungry. Stay foolish.
Get it done.
THANK YOU!
GET IT DONE.
Stay hungry. Stay foolish.http://www.youtube.com/watch?v=PK2XvOs8e1s
Get it done.www.metzgers.com
THANK YOU!