metter pres
TRANSCRIPT
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E-Commerce -Marketing Your
Business to the Government and
CorporationsPresented to:
Candler County Industrial Development Authority
EC
Arthur L. Brown
770-732-9392
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“To cost effectively build profitable organizations
through a solid foundation of business, marketing andeconomic development expertise.”
LeScot’s Mission
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LeScot Enterprise Services
Marketing Development
Training, Seminar and
Other CommunicationServices
EC
Business Management and
Technical Assistance Services
Economic Development
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The electronic exchange ofbusiness/technical informationusing Electronic DataInterchange (EDI), Email,
Electronic Funds Transfer(EFT) and other similartechnologies.
Electronic Commerce
Defined (EC)
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Bus iness Climate
CHANGE
Now
Forever
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Why/Uses for E-Business?
In order to sell goods and services
Time-saving business communications
To easily share necessary information with other staff
members/businesses
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Why/Uses for E-Business? (cont’)
To purchase required goods andservices
Create data once and use it many times
To reduce costs of traditionaloperations
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Why/Uses for E-Business?
(cont’) To be electronically linked to the
rest of the business community(world-wide)
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Econom ic Forces
Driv ingElectron ic Commerce
Cost of Labor
Telecommunications Costs
Computing Costs
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Research Your Market to Find
Answers To: Who are my customers
Where are they located
What does/will make them bymy product/services
What is my optimum sellingprice
What should myadvertising/promotionalmessage consist of
How do I get to them
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Market Research Methods Primary Research
Provide online surveys,questionnaires, online focus groups
Study your traffic logs
Example:http://www.zoomerang.com/login/index.zgi
http://www.surveymonkey.com/
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Start by Defining Your Business
Classification North American Industrial Classification (NAICS)Code - http://www.census.gov/epcd/naics02/
Standard Industrial Classification (SIC) Code -http://www.census.gov/epcd/naics02/
Federal Supply Classification (FSC) Code -http://www.softshare.com/tables/pscs/
National Institute of Government Purchasing (NIGP) -http://www.nigp.org/
Commercial and Governmental Entity (CAGE) Code -http://www.dlis.dla.mil/cageserv.asp
Data Universal Numbering System (DUNS) Number -http://www.dnb.com/US/
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NAICS Codes of Attendees Janitorial/Custodial Services 561720
Emergency Medical Transportation 621910
Caterer 722320
Contractor (Single Family Contractor) 236115 Florist 453110
Home Improvement 236118
Apartment Rental 531110
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www.nigp.org
h // h i d i /02/d / /h /0 2469 3
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http://statepurchasing.doas.georgia.gov/02/doas/osp/home/0,2469,3
5226973,00.html
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Market Research Methods (cont’) Secondary Research Sources
Company Data Industry
Sources/Associations Governmental Agencies Universities/Libraries Search Engines Trade Journals Investment Industry Analysis Internet Analysis
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http://www.census.gov/epcd/cbp/view/cbpview.html
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Procurement Personnel
Need to Know (Public Sector) Small and Disadvantaged Utilization Specialists
(SADBUS
Small Business Liaison Officer
Users
Contracting Officer
Competition Advocate
Program Manager http://www.osdbu.gov/Member_List.htm
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http://www.dodscrc.org/links.htm
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Procurement Personnel Need to Know
(Private Sector) Buyers
Purchasing/Procurement
Supply Chain Managers Supplier Diversity
Program Manager
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Who’s the Competition Who are your competitors
Where are they located
What are theirstrengths/weaknesses
How does my product/servicecompare
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Marketing Strategy Development A marketing strategy is a target
market and a related marketing mix
A target market is a similar group
(market segment) of customers towhom you wish to appeal
A marketing mix consists of agroup of controllable variables(product, place, promotion, price)which are put together to satisfy atarget market
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Target Market Profile Parameters Demographic
Geographic
Cultural and ethnic groups
Economic Power
Industry Type
Psychographic
Values, attitudes, beliefs Lifestyles
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Target Market Segment Examples Homeowners with homes valued
at $1million and over
Professional athletes
Colleges and Universities
Families between the ages of 20and 45 years of age
Federal, state and localgovernments
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Sources to Identify Target
Markets/Commercial Build/Existing Contact Database
Access/Purchase Database
Reference USA
http://www.referenceusa.com/
Yellow Pages
Yellowpages.com
Thomas Registerhttp://www.thomasnet.com/
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Sources to Identify Target
Markets/Government (cont’) U.S., State and Local Governments
Federal
http://www.fedbizopps.gov/
http://www.hq.usace.army.mil/cepr/ASFI.htm
https://www.neco.navy.mil/
http://www.mbda.gov/index.cfm?fuseaction=login.main
&returnAddress=fuseaction%3Dpx2%2Ephx%5Fmain
State and Local
http://www.statelocalgov.net/index.cfm
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http://www.referenceusa.com/
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Construction Contractors in Candler County
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Banks Located in Candler County
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Procurement Research Sources Historical Purchases
E-Procurement Database – http://www.fpdsng.com/
Current Purchases
Fedbizopps - http://www.fedbizopps.gov/
NECO -https://www.neco.navy.mil/secure/register/register.cfm
Army Single Face to Industry -https://acquisition.army.mil/asfi/
Projections
Agency Procurement Forecasts -http://hqlnc.doe.gov/support/SmallBusUtil.nsf
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Purchases of NAICS 453110 for FY 07
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http://ssl.doas.state.ga.us/PRSapp/PR_index.jsp
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http://www.sba.gov/GC/cmr/gasubs.html
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Contracting Preference Programs Small Business
SBA 8(a) Program
Small Disadvantaged Business
Woman Owned Firms Veteran Owned
Veteran Owned Service Disabled
GSA Schedule
HUBZone Certified
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Controllable Variables-4Ps Product
Promotion
Place
Price
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Product/Service Strategy
What the customer gets to satisfy aneed
Most time spent in this areaperfecting
Giveaway for site visitors (noteverything)
Product/Service often misunderstoodphenomenon
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Promotion Strategy (Advertising) Most applicable to e-commerce
of the 4Ps
E-Commerce has revolutionized
how products/services areviewed (Ex: email)
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Internet Promotion Tactics
Internal visitor registrations
External website registrations
Website Linking
Advertising/Publicity
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Internal Visitor Registrations
Generates contacts for your“contact” database
Used to develop proactive
marketing campaign Request permission to receive
marketing material
Specify on your page your
privacy policy
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External Website Registrations
Search engines extremely valuablein getting traffic to your website
Corporate/Industrial sector primarily
using Electronic Data Interchangeas a tool for conducting businesselectronically
Government and particularly, theFederal Government farther ahead
in website registrations than theprivate/industry sector
Must continue to be proactive inmarketing efforts
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Web Site Registrations
Central Contractor RegistrationDynamic Small Business Search
Kudzu.com
Thomas Register
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Form Associations with Like Organizations
Link to other web sites andrequest visitors to your site toadd a link to their site
Ask your visitors to bookmarkyour site
Develop an affiliate/associateprogram
Include your company in otherindustry/association group lists
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Place (Distribution) Strategy
Process of getting theproduct/service to the customer
Traditional distribution model –
manufacturer/provider towholesaler/distributor to retailer toend user
With internet, target ismanufacturer/provider to end user
Can be a major factor in customersatisfaction
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Distribution Strategy Realities andConsiderations
Christmas 2000 was a majorfiasco for some retailers
Supply chain/Fulfillment must be
continuously revisited Must make every effort to be
customer “sentric” since limited
customer interaction
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Customer Requirements Now Include:
Forming Alliances
Joint Ventures
Partnering
Teaming
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Pricing/Payment Strategy
Electronic payments to include EDI,credit card payment/acceptance
In the non-internet environment, pricingis quite speculative
In the internet environment, a moreopen process
Tends to be a negative for thebusiness
Auctions/Reverse Auctions becoming atrend
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Securing The Payment
Business Concerns
Security
Considerations Credit Cards
"Electronic
Money"
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Internet Marketing Requires Another 4Ps
Persistence
Perseverance
Patience
People
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What lies behind us versus what lies before
us are only tiny matters compared to what lieswithin us.…..Ralph Waldo Emerson