- Processor – Intel compatible Pentium 3 – 500 MHZ
- Memory – 256 MB of Random Access Memory (RAM)
- Storage – 10 GB hardrive – Floppy disk/CD/DVD/Reader and Writer
- Modem – 56 Kb
- Operating system – Microsoft windows XP/Vista
- Internet Software – Microsoft internet explorer/ Netscape
Costs can vary but we can expect to pay anything up to £1500 + for the whole system. The software used for email and the world wide web is free as it is already loaded on all new computers or can be downloaded free from the internet. We will also save money if we buy software needed for the business at the time of purchasing our computer as part of a whole package. These packages usually contain word processor, spread sheets, scheduling and data base software, again these can be downloaded free at this has the same functions offered by windows. An antivirus protection/firewall will also be required to protect our computer from viruses. We will be using fast broadband for our business because it is faster than a dial up connection, this will enable us to transfer files quickly, and an almost instant access to the internet. It will also save us the cost of a telephone call every time we want to email or use the internet. If we need to expand in the future we can connect several computers by the one connection again saving us money on multiple connections. Once we have chosen our internet provider we can use our web address which will be this will also be our domain name. We will have to register this name with Companies House who will charge a one off fee of anything between £17.99 - £69.00. Our domain registration will last for two years we will then have to renew it at a small cost, the site we will use is the site is very easy and very accessible to use and availability of our business name can also be checked here.
Promotional Opportunities in the Online Environment
As with all promotional opportunities online we will use the web as marketing tool for our business, for our main target audience our customers. Our web pages will have to provide all the information about our company, what we do and the products we provide. We will provide a help desk and not just a ‘contact us’ number. We will provide quick email feedback or as our company grows a telephone service, something extra to make our customers make enquiries about our products, we could also do a frequently asked question section.
To help with promotion of our website we will register our company with several ‘search engines’ such as Google and Yahoo, registering with these companies is free and it will make us more accessible as a company. To make sure we are ‘picked up’ by potential customers we will use ‘key words’ that will highlight our companies name taking it higher up the list. Some sites like Yahoo will allow us to promote our business in several categories, this can be a long process and it can take up to six weeks for these search engines to check our application. Although our products will not be suitable to sell online it allows us to promote the products we sell, were they can be bought such as store location and availability in stores. It will also allow us to provide images, video clips and animations of our products, printable vouchers which can be used in part payment for our products – especially new products. Being online we can also update/delete/change prices of our products as necessary.
Website Content
We will try to keep our homepage simple and inviting, if it is cluttered with too many items it can quickly send any potential buyer navigating away from our site straight away. We plan to keep it plain and simple, well labelled and well organised, hopefully that way visitors to our site will be more likely to browse our pages. We will have a site map with multiple links leading to special features. We will also provide a link to ‘free stuff’ were visitors can print off either money off vouchers for our puddings or free trial offer vouches. By asking potential customers for their email address, we can update them with new products and offers we may be offering. This way we can keep our name in the front of our customers mind.
The colour of our site will also be simple as our target customer will be the middle aged woman 40+, we will have to use colours that our mature not to vibrant as that attracts a younger browser. The wording will be in Ariel font and text nothing less than font size 12. We hope to make our site a pleasant experience so increasing our browser to buyer conversion rate.
Management, Maintenance and Security
All information gathered from customers is an asset and could be of value to our competitors, as it is important that we protect it. The protection of data can cover:
- Confidentiality – So that only authorised individuals can read and access it.
- Integrity – Protecting data or software used by our business. A virus may infect a program or data could be fraudulently changed making information gathered by ourselves useless.
- Availability – Accessibility of I.T network and data resources, our online services will be available 24/7 as we will operate our business 24/7.
Security adds to the cost of doing business, but will save us money in the long term. People will make mistakes, it is easy to forget to log off, forget to change passwords and all because they are usually in a hurry. We could make sure that all staff as part of an induction programme learn about internet security. We can protect our information by ensuring back-up procedures are in place and to check the data and restoration process regularly. Back-up procedures should also include finance and payroll then store all master copies of software in a secure off site location.
Managing a website should be performed by all key members of staff and meetings held often to discuss relevant topics such as risks, legal issues, additions and deletions of products and customer feedback. Once our website is up and running all customers who view and use it will expect the information to be accurate and informative every time they visit our site. Each section and each type of information stored will require updating or reviewing maybe daily, weekly, or monthly. Even making small improvements such as adding new text not just updating the old text can make a difference, adding new pictures or a video link to a new product line. We could also register with search engines we have never registered before.
We will require a ‘web master’ to do all our maintenance on the net – someone with specialised knowledge, these can be expensive ranging from anything from as little as £12.50 - £250 depending on the company used. The ‘web master’ can check that our site works:
- On all relevant versions of Internet Explorer
- Works well on windows and Macintosh systems
- Making sure all links work correctly
- Making sure all menus work correctly
- Making sure content is current
- Analysed statistics and information to improve and maximise performance.
Legislation in Marketing a Business On-Line
UK businesses operating over the internet are all subject to all UK laws as with any other trader. For example copyrite issues when using graphics and music, also when registering domain names. There are some laws that are designed for the consumer that will still apply to a business online.
- Competition Act 1998
- Consumer Credit Act 1974
- The Enterprise Act 2002
- Unfair Terms in Consumer Contracts Regulations 1999
- Sale and Supply of Goods 2002
- Data Protection Act 1998 – Control of Stored Personal information
- The Electronic Commerce Regulations 2002
- Trade Description Act 1968
- Directive on Privacy and Electronic Communications
Codes of practice are a business’s form of self-regulation. There are organisations which monitor business behaviour on the internet, company’s such as to qualify for membership of this scheme internet businesses are required to adhere to certain regulations and codes for their online business
