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Building an E-commerce Presence (Eight most important factors in…
Building an E-commerce Presence
Imagining E-commerce presence
Vision
Mission statement
Target Audience
Intended market space
Strategic analysis
Marketing matrix
Development timeline
Preliminary budget
Money source
Business Model
Portal
E-tailer
Content provider
transaction broker
market creator
Revenue Model
Advertising
Subscriptions
transaction fees
Target audience
Demographics
Behaviour patterns
Consumption patterns
Digital usage patterns
Content creation patterns
Buyer personas
Marketplace
Demographics
Size,growth and changes
Structure (competitors, suppliers and substitutes)
Where is content coming from?
How to build it?
SWOT Analysis
Develop an E-commerce presence map
Develop a timeline
How much will this cost?
Building an E-commerce site
Most important challenges
Developing a clear understanding of business objectives
Knowing how to choose the right technology to achieve those objectives
Main areas that need decisions
Human resources and organisational capabilities
Hardware/software
Telecommunications
Site design
Systems development life cycle
Methodology for understanding business objectives of a system and designing an appropriate solution
Five major steps
Systems analysis/planning
Business objectives
(list of capabilities your site to have)
System functionalities
(list of information system capabilities needed to achieve business objectives)
Information requirements
(information elements that system must produce in order to achieve business objectives)
Systems design
System design specification
(description of main components of a system and their relationship to one another)
Two components of system design
Logical design
(data flow designs, processing and databases)
Physical design
(specifies actual physical, software components , models and etc.)
Building the system vs outsourcing
Outsourcing
Hiring vendors to provide services
Build own vs outsourcing
building your own requires a team
Host own vs outsourcing
Hosting
(company responsible for ensuring site is accessible 24/7, for monthly fee
Co-location
firm purchases or leases web server
Testing and (5) implementation
Implementation and maintenance
Maintenance is ongoing
Maintenance costs : similar to development costs
Benchmarking
Simple vs Multi-tiered Web site architecture
System architecture
Arrangement of software, machinery and tasks in an information system
Two tier
web server and data base server
Multi-tier
web application servers and back end, legacy databases
Web server software
Apache
leading web server software (51%)
Microsoft Internet information server
(12%)
Site management tools
Basic Tools
Included in all web servers
Verify that links on pages are still vaiid
Identify orphan files
Third-party software for advanced management
Monitor customer purchases, marketing campaign effectiveness and so on
Webtrends Analytics 10, google analytics
Application Servers
Provide specific business functionality required for a Web site
Isolate business applications from Web servers and databases
Single function applications being replaced by integrated software tools that combine all functionality needed
E-commerce merchant server software
Online catalog
(list of products available on the website)
Shopping cart
(allows customers to set aside , edit and review goods before they purchase)
Credit card Processing
(Typically works with shopping cart and verifies card through credit to company 's account)
Choosing Hardware
Hardware platform
(Underlying computing equipment needed for e-commerce functionality)
Objective
(enough platform capacity to meet peak demand without wasting money)
Hardware platform
Demand
Customer (Most important factor affecting speed of site)
Number of simultaneous users in peak periods
Nature of customer requests
Type of content
Required security
Number of items in inventory
Number of page requests
Speed of legacy applications
Supply
Scalability (ability to increase as demand warrants)
Ways to scale...
Vertically
(increase processing power of individual components)
Horizontally
(Employ multiple computers to share workload)
Improving processing architecture
Eight most important factors in successful e-commerce design
functionality
Informational
Ease of use
Redundant navigation
Ease of purchase
Multi-browser functionality
Simple graphics
Legible text
Information policy set
Privacy policy
public statements about how the company will treat customers' personal information
Accessibility rules
design objectives that ensure disabled users can effectively access site