MGMG694: RETAIL TO E-TAIL (R2E)
Aj. Svend Nelson
Nopparat Ruaysoongnoen 4949277
Prae Phanijphand 5049055
Wilasinee Chantaraseno 5049075
Yotsawadee P 5049132
Chuenrudee Narunartdamrong 5049157
Trimester 1/ 2008
Saturday 12th July 2008
Table of content
Executive Summary 3
Company Profile 4
Marketing Strategy – Current Period 5
Company Background 4
Organization Chart 5
High Level Work Process Diagram 12
Current Problems 14
Pantavanij E-Procurement 17
Benefit of E-Procurement 18
High Level Work Process Diagram 19
Implementing E-Procurement to organization 24
Advantage and Disadvantage of e-Procurement 25
With current global and high competitiveness in the business, many organizations are seeking
for the systematic approach to help them simplify the work process meanwhile also make it
more effective and easy to analysis for continuous improvement to maximize their benefit
with lowest cost.
E-Procurement is one of the choices that can help the organization meet the goal by solving
their current problems. Many suppliers also see this opportunity to enhance and maximize
their profit by make the E-Procurement and introduce widely in the package of system with
various levels of cost which results in different level of the efficiency.
The Petroleum and Petrochemical College of Chulalongkorn University, PPC, is another
organization that facing the purchasing problem and could not fully utilize the fund cleverly. I
choose this company because I used to work in this organization and being the scientist and
researcher that need to do the purchasing job. This make me get the overview of process steps
including their problems.
With this study, I elaborated the advantage and disadvantage of e-Procurement system
including the famous ‘Pantavanij’ e-Procurement compare with the traditional purchasing in
Plan-it Consultants Limited was founded in 1997 by Hugh O’Connell and Kunthira
Chulasamaya. The company is dedicated equally to providing the best-quality corporate
personnel training in Thailand, at affordable fees, and to preparing Thai students for successful
post-secondary study abroad, at universities in the UK, Australia, and the US. Plan-it has
quickly earned a reputation as a high-quality training and human resources development
company. Plan-it also has had notable successes placing Thai students in leading international
institutions of higher education. It has followed up on those placement achievements with a
complete program to fully prepare Thai students for the challenges of studying abroad.
Returning students report a high degree of both accomplishment and enjoyment in their post-
graduate experiences in foreign universities that they attribute directly to Plan-it's thorough
“To be Thailand’s top English preparation programme for tertiary studies abroad”
“Provides the professional services as a one stop centre for people who want to develop their
To increase company revenue by 10% from last year
To expand our connection with more universities around the world to support the need of
Marketing Strategy – Current Period
a. Service – Plan-it currently services are corporate training, pre-master and English
programme, and consultant for study abroad
b. Price – A current prices have been offered to middle to high income people
Average Fee Structure
Per Student placement : 70,000 THB
Per Preparation Course : 300 THB per hour in a group
Corporate Training : 50,000 THB per day
c. Place – the location is in the central area of Bangkok which is Alma Link Building,
Chidlom. This is considering as a good point for plan-it since the location is in the
well-known area that people able to transport in many ways whether to come by
bus, taxi or even sky-train.
d. Promotion – Plan-it does not offer any promotion yet
1. Situation Analysis
The method that uses to analyze and understand the current situation of Plan-it Company
is five forces model. The Porter’s competitive forces are as the following:
Barrier to Entry
The consulting business for study abroad and English teaching programme in Thailand
is not restricted because the capital investment is not too high, about 4 Million Baht.
Moreover, the good human resources to hire as the instructors and consultants are
easily to find because nowadays there are more foreigners who live in Thailand and
willing to teach their native language for living and more Thai student who graduated
from abroad and able to teach English professionally.
Threat of Substitute Products
Consulting business for study abroad has a low threat of substitute services except
people can contact with their expected university directly and apply by themselves. But
for English preparation programme, this business has a high threat of substitute
services since there are growing numbers of people who interest to learn other
language like Japanese, Korean, Chinese or German language. All theses institutions
consider being our indirect competitors in foreign language teaching business because
it will take away our market share from customers who decide to learn only one
language as their second language.
Bargaining power of buyers
In the nature of student placement business, we act as a brokerage so we don’t have
direct buyers but the one who pay us is all the universities that being our partner. They
have a high bargaining power so that we have to accept the commission rate that
already fixed and being their policy. In the contrary, the buyers for English preparation
programme have low bargaining power since we sell it at the fix price individually so
they don’t have a group or high volume bargaining power. Moreover, because of the
good reputation of our instructors, customers are willing to pay a reasonable price for a
high quality course.
Bargaining power of suppliers
For suppliers side, the famous instructors and trainers might have high bargaining
power but general staff have a low bargaining power.
Competition among existing firm
There are a lot of direct competitors compete in the same business with Plan-it Consulting
Company. Most of them also located central area or around the university areas in
Bangkok such as New Cambridge, ACL and IDP company. For English preparation
programme, our direct competitors are Wall Street, British Council, Kaplan and etc.
Qualified staff: Plan-it’s consultants, trainers, and teachers come from a wide variety of
backgrounds, corporate and industrial affiliations, and educational and training specialties.
Core members of its English-teaching staff have been official IELTS examiners, providing
them a deep understanding of this critically important aspect of international education
today. All of Plan-its trainers and instructors, regardless of prior experience, are given
rigorous additional training before working with Plan-it clients, and their work remains
under close supervision by management specialists throughout their tenure at Plan-it.
Routine corporate and student evaluations similarly attest to the consistently high quality
of both the training and teaching at Plan-it.
Location: Plan-it offline office locates in central area of Bangkok. There are many
transportation ways to get there; BTS sky-train, Taxi, Bus or even your own personal
vehicle because it has a parking space.
A good connection with many quality universities abroad: The Plan-it Pre-Masters
Programme, which prepares students for tertiary studies abroad, was established in
conjunction with England’s Bournemouth University and the University of Northumbria.
Plan-it also is the Thailand representative for the University of Central Lancashire, the
University of Luton, Middlesex University, the University of Newcastle, the University of
North London, the University of Strathclyde in Glasgow, Scotland, and the University of
Surrey. You can also apply to the University of Bath, Bristol University, Cardiff
University, the University of Exeter, the University of Kent at Canterbury, Liverpool John
Moores University, the University of Nottingham, the University of Salford, the
University of Sheffield, Sheffield Hallam University, the University of Warwick and the
University of Westminster through Plan-it.
Varieties of services: Plan-it offer wide range of services; corporate trainers, student
placements, preparation courses and pre-master programme.
Low loyalty of corporate trainers: It is generally for high skill trainers to change their work
place frequently. Their reputation will attract other companies and they are ready to move
if those companies offer them better benefits.
Strategic focus: Since Plan-it provides varieties of services so it will lack of strategic
focus. With limited resources, all of the services that they provide are not meet the
ultimate effectiveness and efficiency as it should be if they focus on a specific business.
More people tend to study post graduate degree
Some big companies prefer abroad graduated. With more demand, this will effect to the
decision of people when they find a place to study in the future.
Because of Thai Baht appreciation, there is more people interest to study abroad because
the study fee and other expenses to study abroad are decrease.
Internet access are more available
High competition in consulting and English programme business
The fluctuation of exchange rate that create an unstable demand of customers. If Baht
depreciation, it will decrease the demand to study abroad in the market.
The growing trend of internationalization of education in Thailand is also being our threat.
There are more Thai universities that provide international course so students will have
more choices in order to study international program.
“To be the top online consulting company in Thailand by providing innovative service”
“To apply new effective e-marketing strategies in order to better serves customers and gain
The e-business model we will use for our e-commerce strategies are:
Our Plan-it website is aiming to provide as much information on universities and
institutions in the USA, UK, Canada, Europe, Australia, New Zealand and India as possible.
We also gather a lot of useful information related to living in the foreign countries for the
users to view for free. There are also free online English-Thai, Thai-English and English-
English dictionaries that anyone can use. Traffic is expected to be gained from using this
We sell banners as well as PPC advertising on our website. We also serve as a portal
website in that we gather links of many universities and institutions, containing both our
partners’ and those that are not yet our partners, and list them by countries. This is another
great way to generate high traffic because we provide access to these links for free. As we
have generated high enough traffic, more and more companies want to spend their money to
advertise their products and services on our website.
We offers virtual online classes in English preparation courses and intensive courses
on TOEFL, ILETS and TOEIC to our customers. Payment for courses can also be made online
as well. With this model, our virtual online courses can be sold to anyone who has access to
the Internet (and a webcam).
To generate more revenue, we will join in affiliate programs with bookstores, language
institutes, travel agencies and brokerages. By using this model, Plan-it will gain revenue
mainly from the commission earned from the total transaction fees made via Plan-it website
with each affiliate merchant partner. In other words, the revenue will come from the
commission rate agreed on with each of our affiliate partners.
2. Relationship Management Strategies
2.1 Business-to-Consumer (B2C)
Plan-it’s main focus will be on B2C relationship since our main customers are students
and people who are interested in studying English or going abroad. We believe that by
focusing on this business relationship, it will greatly help us in generating more revenue due to
the satisfaction and convenience our company delivers to our customers. The changes in
lifestyle, especially those of the city people, have made the Internet an indispensable tool since
it helps people not only in their works but also in their personal lives too. Plan-it will use the
strengths, which are easy accessibility, convenience, flexibility, and time-saving, of the
Internet to bring our products and services to our customers and not the other way around.
Therefore, building a strong B2C relationship lies at our company’s heart in relationship
management. We believe that without them customers, there would be no us.
2.2 Business-to-Business (B2B)
We expect that part of our revenue comes from doing businesses with other businesses.
These are selling advertisement spaces on our website as well as joining in affiliate programs
with other businesses such as bookstores, language institutions, and travel agencies and
brokerages. In the future, we also plan to partner with other unrelated business industries such
as entertainment business, restaurants, banks and hospitals to further expand our customer
1.1. Student Placement
- We will provide student placement for those people who are interested in studying
abroad in countries such as USA, Canada, UK, Scotland, Australia, New Zealand, India and
- The student placement does not only cover the universities but also language
institutions as well. That is, we offer student placement for those who want to go study foreign
languages in the mother countries.
- We use our website to provide information on several universities and institutions in
many different countries. Students can directly go to these university and institution websites
to find out more about what programs are being offered as well as other related information
about studying at those places. This will help the students to gain some insight information on
the places they feel interested in and assist them in deciding where they would want to go.
- Any student who wishes to receive the free consultation with a Plan-it consultant
must register with Plan-it via the website and fill out the personal information form necessary
for the consulting process. After the form has been sent via Plan-it website, the information
will be kept automatically in Plan-it student database system for further references.
- For consultation, each student must make a time arrangement via Plan-it website to
schedule an appointment with a Plan-it consultant. This can be done through Plan-it website as
well. The student can easily make this appointment by finding the time he/she prefers first and
put in the request form. After 1-2 minutes, the system will inform the student whether the
preferred time is available or not. If the preferred time is already taken, a timetable illustrating
available slots in the next 7 days will appear with the name of each consultant written for
those slots. The student can choose the new preferred time depending on his/her availability or
on the specific consultant if the student knows who he/she prefers to consult with.
- When the selected time is available, there will be a confirmation button appears on
the screen for the student to confirm his/her appointment.
- After confirming the appointment, a reference number with the student name, the
consultant name and the appointment time will be shown on the last screen for the student to
print out or save for further references.
- Cancellation can also be done online or by phone. Cancellation for the appointment
should be done at least 4-6 hour before the appointment time.
- Plan-it appointment system is fast and reliable and it allows users to know the results
of their appointment time within 1-2 minutes. This is because all of the consultants’ schedules
are put into the system. The availability of each slot will be automatically crossed out after a
confirmation from the student/user is made. This software is especially designed to assist in
the ease of making appointment as well as reduce the number of human labor to perform the
1.2. English Preparation Courses
- Every student who wishes to take our English preparation courses is required to take
a placement test to evaluate each student’s English proficiency and place him/her on the most
- There are 5 levels for English preparation courses (Level 1, Level 2, Level 3, Level 4,
and Level 5) with each level containing approximately 72 lesson hours.
- All of our English preparation courses are offered online only
- Our online teaching approach is a virtual online classroom where students and
teachers can see and hear each other. Since every class is based on real-time, teachers and
students can interact with each other, for instance, asking questions.
1.3. Intensive Courses for TOEFL, IELTS and TOIEC
- Every student who wishes to enroll in our intensive courses is required to take a
placement test or summit the latest score of any one of the three English standardized exams
2.1. Student Placement
The consultation for student placement is free of charge. Anyone who is interested in
receiving the consulting services from Plan-it can be done online. This online consulting
method helps the students/users to save the commuting time and cost since they do not have to
come to Plan-it in person.
2.2. English Preparation Courses
- Each English course contains 72 hours. Each week, a student is required to take 6
- Students can choose to take 2 hours, 3 days a week, or 3 hours, 2 days a week.
- Plan-it offers time flexibility in that students can choose to take classes at the time
most suitable for them. However, the options are still limited due to the virtual classroom
nature of online classes that requires interactions between teacher and students.
- The tuition fee for each English level course is 12,000 THB
2.3. Intensive Courses for TOEFL, ILETS and TOEIC
- Intensive courses for TOEFL, ILETS and TOEIC cost 18,000 THB per course
- Each course contains approximately 80 hours. Ten hours each week are required for
each student to log in and study these courses.
- Each student who wishes to enroll in these intensive courses is required to either take
a placement exam provided by Plan-it or submit a score obtained from the previous English
proficiency exam (TOEFL, ILETS or TOEIC) in order to evaluate if the student’s English is
good enough to be enroll in these courses.
- However, if the student does not previously have a good enough score on the English
proficiency exam, the student is not recommended to enroll in these courses. Persisting
students can still enroll in these intensive courses, but Plan-it will not guarantee the result after
taking these courses as we do on those students whose test scores are at the acceptable level.
- For those people whose scores are considered to be good enough to enroll in these
intensive courses, Plan-it offers a guarantee on the score improvement upon completing the
courses. For example, Plan-it guarantees that upon completing the intensive TOEFL course,
every qualified student will get at least 520 on the paper-based exam. As for IELTS, Plan-it
guarantees a minimum score of at least 5.5 upon completing the course. As for TOEIC, a
minimum score of 750 is guaranteed.
- In cases that the qualified students fail to make the minimum scores, Plan-it will
allow these students to retake these intensive courses one more time at no additional cost.
Plan-it offers customers 4 payment options as follow:
(1) Cash: Students can download and print invoice from Plan-it website and pay at
bank or counter service such as 7-eleven, mailbox services, etc. By using this
method, students will be responsible for the charge of payment themselves.
(2) Money transfer: This can be done at the bank counter, via ATM machine or online
(3) Credit Card: Plan-it will join with some banks and use credit card payment system
to provide guests alternative type of payment which will be more convenience for
the customers. However, if the students wish to pay with credit cards issued by
other banks that are not partner with Plan-it, an additional 3 percent charge will be
added to the total payment charge (in order to absorb the transaction fee made by
the credit card payment).
(4) E-pay Link: In addition to the above options, Plan-it will accept payment from
Within 24 hours of making the payment, a confirmation email from Plan-it will be sent
to the student’s email with the confirmation number and reference information.
3.1. Student Placement
A. Student consultation is done online either via instant messenger
Plan-it Interactive Instant Messenger (accessible via Plan-it website)
Instant Messenger (Yahoo, Hotmail, or Gmail)
B. All documents and information are available in soft file. Most necessary
documents can be directly download from Plan-it website or links provided on the
website. Other documents that are not posted can be requested. Plan-it will send the
soft file to the customers’ email accounts.
C. All brochures and leaflets are also available in soft files. However, interested
students can come to pick these brochures and documents up at our Plan-it office as
D. For documents that cannot be sent online, students can either send their
documents at the post office or drop them off at Plan-it office.
3.2. English Preparation Courses
A. All 5 English preparation courses are virtual online courses where teachers
and students can interact with each other.
B. Although most computers nowadays have webcam ready installed, some
students might still not have them. Therefore, Plan-it offers 2 options as follow:
(1) Rent a webcam: Plan-it offers portable webcams for rent. Students
who wish to rent our webcams must register our webcam rental form (either
online or at the office) with the credit card information. The credit card
information will be kept confidential and no money will be charged during the
rental period. However, if the student fails to return the webcam to Plan-it after
our rental period is over, we have the right to charge money from the registered
credit card for the webcam as stated in our rental contract between Plan-it and
the student. During the rental period, if the webcam fails to function properly,
the student can come in and exchange for a new webcam without additional
cost. The rental contract can also be done online without the necessity to come
to Plan-it office. Furthermore, the student can pick up the webcam at the Plan-it
office or have it sent to him/her by mail. For the latter option, the student will
be responsible for the postal cost of sending the webcam and that cost will be
added to the total fee for the course.
(2) Buy a webcam at a discount price: Plan-it will partner with some
sellers that sell webcams (both online and offline stores) such as Power Buy,
Macro Office Center, Bigitshop.com, PComOnline.com, etc. in order to offer
special discount prices on webcams for Plan-it students.
3.3. Intensive Courses (TOEFL, ILETS, and TOEIC)
A. Plan-it intensive courses will be offered in the same manner as the English
preparation courses. That is, our intensive courses are offered through a virtual online
B. Students have the same options of acquiring webcams as those enrolled in
our English preparation courses.
4.1.1. Online Advertising
B. Pay-Per-Click (PPC) with search engines such as Google and Yahoo
C. Affiliate programs with other sites
4.1.2. Offline Advertising
A. Leaflets and handbills
B. Magazines whose target customers are between 15 – 35 years old
such as Seventeen, Ray, Sudsapda, Lisa, Computer Today, eBusiness, and PC Magazine.
These magazines are positioned for those customers who are mostly upper-middle class
people and aged between 15 – 35 years old.
C. Free newsletters such as VIVA Bangkok newsletter
Note: Use celebrities (age between 15 – 30 years old) who are either the former or current
students of Plan-it to be the presenters on our published online and offline advertisements to
attract more target customers.
4.2. Sales promotions
A. Promotional packages:
PACKAGE DETAIL PRICE BENEFIT
Dual Package Any 2 English preparation courses 22,560 THB Save 6% (1,440 THB)
Tri-Package Any 3 English preparation courses 30,960 THB Free Webcam
Save 14% (5,040 THB)
All-in Package All 5 English preparation courses 48,000 THB Free Webcam
Save 20% (12,000 THB)
Best of 2 Worlds Either English level 4 or 5 + 1 27,600 THB Free Webcam
Intensive course Save 8% (2,400 THB)
Intensive Duo Any 2 of the three intensive 32,400 THB Free Webcam
courses Save 10% (3,600 THB)
B. Referral program:
Plan-it will offer a referral program where people can make money by referring people
to study or receive consulting services with Plan-it. Registration with Plan-it is required in
order to participate in this program since every registered member will receive a personal ID
number, access code as well as reference number that every referee from this person must put
when enrolling in each course. Whenever a referee enrolls in a course or is being placed and
accepted by a university/institution, a referrer gets a 5% commission from Plan-it. The more
people whom the person refers to Plan-it enroll in the courses or get a university placement,
the more money that person receives money.
This program is beneficial to Plan-it in that it helps save a lot of marketing
expenditures that might be wasted by other marketing methods. The referral program serves
more like a PPC rather than CPM since the money will be paid only when a referee takes
some actions such as enrolling in one of the Plan-it courses or receiving consulting service for
student placement with Plan-it.
C. Seasonal promotions:
Plan-it will offer seasonal promotions by offering special prices on English preparation
courses for students enrolling in specific timeframe. Each promotion varies depending on the
period of the year and will be determined by Plan-it Management team which type of
promotions is the most suitable for each period of the year. These seasonal promotions will
use a time-sensitive method. In other words, these promotions will be offered only at a short
period of time and announcements on these seasonal promotions will be notify a few weeks
(not more than 10 days)just before a promotional period starts. This tactic encourages people
to constantly log into the website to check if there is any new seasonal promotion being
4.3. Direct Email - Sending emails to current and potential target customers
- Sending emails is another powerful online marketing tool that Plan-it will use
to communicate with our target customers.
- Private sales will only be announced via direct emails. Customers will tell
their friends and relatives about the news (word of mouth) and this is another way to generate
the feeling of exclusiveness for our members since not everyone will receive these emails on
- Updated news and seasonal promotions can be communicated through
sending these emails.
1. Affiliate Fee Model
We gain revenue by contact to the companies that have an affiliate program in order to put
their website link in our webpage. The companies that we contact are air ticket agency,
bookstore and hotel agency. Every purchase customer make to those websites, we will be get
the affiliation fee.
2. Sale Model
The revenue from this model will be generates from selling our consultant service and virtual
English programme class. This model is the main revenue to the company. We expected it to
be 70% out of total income.
Age : 15-40 years old
Sex : Male and Female
Family Income : 40,000 baht and above / month/ household
Status : All
Education : High school, Bachelor degree, Master degree
Occupation : School and college students, white collar workers and etc.
Location : Mainly focus to people who live in Thailand
Personality : Energetic/ Active/ Self-confidence/ Smart/ Up-to-date
Attitudes : Value-oriented/ Open-minded/ Optimistic/ Eager to success
Lifestyle : Self-improvement/ Trendy/ Outgoing/ Youthful/ Fun with friends/
Interest : Technology/ Music/ Sports/ Films/ Traveling
Lean on parents for financial sustenance
Influence purchases made by parents
Regularly invest in education and for self-improvement
Student Placement Service
Since one of Plan-it’s main businesses is to be an educational specialist who provide
consultant and all supporting services to deliver students study oversea , most of our target
customers will be people whose aged in between 18-30 years old. We aim to target this age
group because it generally covers the age of high school student who plan to further their
Bachelor degree in foreign universities, as well as the age of graduate students who intend to
further their Master degree in universities in USA, UK, Australia, India and other European
countries. The family income of our prospect customers will be in the middle to upper income
range since most of our customers are high school and college students or newly graduates
who just starting their work for a few years, however, the majority are still lean on parents for
financial sustenance especially in the education expenditure.
Online English Study Program
Plan-it also provides Basic English courses and intensive TOELF, IELTS and TOEIC
preparation programs as another key product lines that can generate main revenue stream to
company. However, all the courses are uniquely designed by using new technology to deliver
the curriculum in virtual classrooms on Plan-it website. The target customers of our English
programs will be categorized into 2 major groups according to the types of English programs
we offer – first type is Basic English course and second type is Intensive English preparation
Basic English Course
Basic English Course is designed to deliver the fundamental study of English which will be
catered into 5 levels that cover from the first level—basic English to the fifth level—advance
English. The target customers could be anybody at any age ranges from high school students
to group of working people who want to develop or strengthen their English knowledge and
efficiency. The family income of target group should be more than 40,000 bath/ month/
household as one level of our English program is priced at the average of 5,000 bath/ month
and the course takes about 3 months for one level.
Intensive English Preparation Program (TOELF/ IELTS/ TOEIC)
The intensive English preparation program is designed to response the need of students who
want to practice and prepare their English exams for TOELF, IELTS and TOEIC in advance
as it is required by universities and organizations before entering their schools and world class
institutions. All classes are delivered to people at any age groups but most of them will be at
the age in between 18-40 years old with family income more than 40,000 baht/ month/
household. Nevertheless, all of our target customers for all types of company products and
services could be living in any parts of Thailand since people can find all of information and
do all activities such as submit papers or transfer payment as well as contact company
personnel through internet, telephone line and mail service.
Plan-it tries to position itself as the web portal that provides one stop service and information
to people who are planning to further their study in universities in USA, UK, Australia, India
and other European countries. The image of Plan-it is the world class company that delivers
student placement and other supporting services as well as provides high quality online
English program on Plan-it website. Conclusively, Plan-it mainly emphasizes to deliver
professional services and high quality products to customers and means to be the number one
educational website that provides full services to customers via World Wide Web.
To generate more sales and increase profit of the company
To be the number one Thai website that provides full e-learning service and
information for student placement
• Homepage Name
Our homepage name is www.plan-it.com. We use the same name as company’s name in
our website to make it easy to remember for people who want to search on internet. The
company name and domain name represents our business nature in providing consultant
and planning for students who want to study abroad in USA, UK, India and some
• Website design and layout
As our website acts like the web portal that provides number of information about
universities and institutions in USA, India and Europe, our website and layout are
designed in the most clear and clean way to allow easy navigation for people so that they
can find out information they want within a short time.
• Website Theme
Our website is created by using the dark color background and light color of font as well
as the use of orange color to highlight some areas on Plan-it logo and background to make
it outstanding. The website theme is to deliver the feeling of modern interactive company
that provides professional educational services with international standard to new
generation of customers. The look of being the specialist in educational businesses will be
communicated through the use of dark background, while the feeling of lively, creative
and young organization is communicated in orange color. Customers will also look &
feel this image of Plan-it via the use of simple font type that will be presented throughout
every pages of website in the clear content and contemporary design.
• Meta Tag
We design our Meta Tag to capture all the words to represent us as we are the number one
Thai website that offer full student placement services for students to USA, UK and other
countries as well as provide English study courses through virtual classroom on our
website. Below are the following keywords that we use for the best web search engine
“Study abroad, Study oversea, Study in US, Study in UK, Study in Europe, Study in India,
Study in Australia, MBA, Study MBA, English courses, Study TOELF, Study TOEIC, Study
IELTS, English study program, Student placement”
Plan-it Prototype Website
This is the first page of our website that people will see when they enter www.plan-it.com.
The homepage will contain the entire main menu that could be linked to other pages in our
website. The keys to navigate website in homepage are grouped and catered into three
main sections. First is the title bar that provides all menus for people to search about the
background and description of company, products, promotions, study tips and contact
address. Second is the registration section for student log-in to enter virtual classrooms of
various Plan-it English courses. Last is section of all additional features such as free
online consultant service on MSN, online time reservation system, advertising areas that
include paid-advertising, affiliate programs as well as related links. All of the latter
features are provided as the value-added things to customers in navigating the site and
helps Plan-it create connection and visibility to the other sites.
This page contains all information of Plan-it products which will be divided into two main
categories – Student placement service and Online English study programs. Customers
can choose between to use our consulting service in recommending the universities and
arranging all supporting services in studying abroad or selecting to study the varieties of
online English programs in virtual classroom on Plan-it website.
List of Universities
The lists of universities and institutions in many countries such as USA, UK, Australia,
India and etc will be contained in the page of product. However, users will need to click
to the link of “list of universities” before they could find the country name and cities that
will be later presented in this link. After users select country and city they wish to go to,
the list of universities and institutions available in that chosen area will be illustrated and
users can find more information of each university in details as well as the university
website by clicking to the name of that university. This system enables users to find out
information of universities and institutions from number of cities in each area easily within
several clicks. The title menu bar and left-hand sided menus will always be presented
throughout every web pages to prevent customer confusing and allow easy navigation.
List of English Study Programs
Customers can find the information of our English programs the same way as they click to
the link of university. In the product page, there will be the topic of “English Study
Programs” for customers to click into the list of English programs they interested in. For
example, when customer click to the TOELF programs, it will show all descriptions of the
course curriculum, class activities, program fee, class schedule, information of instructors
as well as how to settle the payment online. After customer agrees to study this course he
will need to settle the payment via payment system that presented on Plan-it website and
he will get confirmation from Plan-it when payment is confirmed with the login and
password code provided to enter the virtual classroom.
In this page it will contain the advertising promotion of Plan-it products and services. For
example, there will be the promotion of contracted universities or institutions that offer
special prices for Plan-it students in applying to its courses within a specific time period.
If customers want to know what kinds of promotion that Plan-it provides at this month
they can just click into this area to find out. The promotion page is also a place where
Plan-it uses to introduce new products and services such as new study programs, new
universities or new institutions offered.
4. Study aboard Tips
This page will provide students a lot of tips and useful knowledge and articles that students
should know when they go to study aboard. The topics will help students to prepare
themselves and get basic idea when living oversea. For example, the articles about culture
shock, work and study, shopping guide or the general tips such as how to do international
driving license or how to make international free calls from oversea and etc.
5. Contact Us
This page will bring you to all contact information of Plan-it which includes the full
address of office location, telephone number, e-mail address, contact person and operating
hours. Customers who wish to visit Plan-it office for personal consultant can make
appointment beforehand by using telephone or online time reservation system. On the
right hand side of the page, customers can also fill in the form for personal information
and requirements so that Plan-it could use it as information to provide better consultant
service to customers.
Plan-it.com based on 7Cs framework
On Plan-it website it will be presented in a relatively clean and clear design with some use of
graphics, controllable sound and animation in order to communicate the look of interactive
business professional to customers. The color of background and font we use will be in the
same tone and style for every page in our site. The web design will deliver the image of world
class organization that provides the best consultant specialist and student placement service
along with international standard of online English programs to customers. On the top of page
will include the menu bar that can allow people to navigate all information they want about
Plan-it business and products. On the left hand side, there will be other additional features
that Plan-it provides as value-added services such as online consultant, online time
reservation, student gallery and other free links and affiliate websites. In the middle of the
page is the area that uses to depict the information that customers search for. To allow easy
navigation in finding specific information and avoid customer confusing in going around our
website, we have designed our menu bar at the top of page and additional menus in the left
hand side to be fixed in every web pages so customers will know where to go if they want to
leave the existing page for other information. Therefore, only the contents in the middle area
will be changed to illustrate different information according to the topics customers want to
On Plan-it website we mainly use texts to dictate the search topics on the top menu and at the
left hand side menu bars. However, pictures are also used in the content as it can show
emotional factors and deliver the feeling of messages to customers better than using words
only. For example, in “student gallery” we also use a lot of pictures of happy students along
with the text that describe their personal impression and experiences with Plan-it services.
These pictures can bring a warm and friendly atmosphere as well as credibility to Plan-it
website since it is like friends are telling their friends about the valuable experiences they’ve
got from studying oversea with Plan-it. As a psychological factor, these pictures could be a
more reliable source to convince new customers in selecting Plan-it as one of their choices
when they think of studying oversea and want to hire educational consultant because Plan-it
has many experiences in this business and can gain a lot of customer satisfaction from its past
In order to create visibility and enable the search engine optimization to place Plan-it as the
first ranking sites of the search page, we try to make Plan-it website appeared at the other
websites as much as possible so that when people go to other sites they may see Plan-it and
visit us. To increase visibility and traffic rate of our website we will post the banners and
advertisements in other website as well as do the affiliate programs with contracted partner
websites such as institutions in Thailand, education businesses and other related companies.
Plan-it plans to use website as the main channel to generate income and increase profit of the
company. The company expects that almost 100% of revenue will come from the products
and services we provided to customers through the contacts via website. Our off premise at
Alma-link building will have only receptionist area and the place for all virtual classes will be
broadcasting, however, people who still wish to have personal consultant at office are
welcome but prior appointment should be made. On Plan-it website, the main revenue stream
would come from student placement service and online English study programs which are the
core products and services of company. However, we also plans to generate more income by
providing other related products and services to our business through affiliate programs with
other websites. The examples of these products are books, air ticket or accommodation.
Another source of income that we think Plan-it can add to its revenue is the sale of banners
and advertising areas to other companies which will be in both of the forms of selling
advertising space and Pay per click ads.
Plan-it also provides area in the website that all visitors can share the knowledge and
experiences in studying oversea between each other. On Plan-it web board, people will be
able to freely ask questions, share ideas and opinions or create conversation on topics related
to Plan-it products and services as well as any other topics about study aboard. Plan-it
expects that in the future this web board will be an important source of information that
gathers a lot of useful questions and answers and creates the community of Thai students
studying oversea. If Plan-it web board are known and shared by many people due to it is a
centre of information for people who are going to study oversea, it will make Plan-it gain
higher traffic and increase the opportunity to make higher revenue in the future.
Not only Plan-it provides all contact information of company in the page of “Contact” in menu
bar of Plan-it website, it also provides the fastest and easiest way of communication that
company uses to contact with customers online through “Online Consultant” feature. With
this feature, customers would be able to ask direct questions to Plan-it via MSN which it is the
automatic system that pop up when student clicks at “Online Consultant” on Plan-it website.
The web administrator of Plan-it would stay online and answer all customer questions in real
time. For more details in communication or to depict the company existence, prospect
customers can visit our office at Alma-link building or call via telephone line at the numbers
and address shown in website.
In the log-in section, Plan-it students will receive different login name and password code to
enter the virtual classrooms as well as access to other learning materials according to the rights
and agreements made between Plan-it and individual students. The students will be able to
check their exam result, comments for papers, check home works and study record through
Plan-it website and e-learning system. However, for student placement service, customers can
choose to customize their appointment time with Plan-it by using “Online Time Reservation
System”. This system will allow customers to make prior appointment with Plan-it for
personal consultant. When customers click into this feature, customers will be asked to put in
the date & time they want at Plan-it calendar to do the appointment, system will automatically
check with immediate response to confirm whether the schedule is available or reserved by
other customers. If the later case occurs, customers will be asked to put the new schedule date
again until the appointment date and time are confirmed.
Doing online business for Plan-it now is the best way to expand the market efficiently because
it is higher reach to big group of target customers which is now internet is part of their life.
This online website of Plan-it will create some low cost and low investment when compare to
the off-line business and can reduce some of fix asset including the rental area as our proposal
to change some part of business by cutting of the corporate training and preparation course at
the offline office. The cost for operating on-line business are hardware which already existing
but need high speed and good network equipment, labor cost, transaction fee, advertisement
on search engine website ‘Google’, ongoing cost and the package for web hosting from
elifecyber.com which includes initial set up fee, domain name, web hosting, monthly fee, and
website design. The financial statement for 5 years expected cost is following.
As we mentioned above, we expect that the daily basis is approximately 10000 visitors
and the conversion rate is approximately 1%. From each customer, we assume that they will
buy at minimum order by 3,000 pairs of shoes. Therefore the total revenue adding per year is
about 2.4 million baht and continues increasing approximately by 20% in each next 5 years
and the payback period is only within 2 months. As a result, we recommend you to operate on-
line business as you can generate high revenue and expand the market all over the world in the
big target group which they are mostly using internet as part of their life.
After Plan-it relauches the website to be a main part of the marketing plan, Evaluation should
be implemented for every quarter in order to check whether it will meet yearly targeted as plan
or not. There are 4 criteria to evaluate whether online marketing is achieved as yearly plan by
end of the particular year.
Plan-it will measure how many visitors and times to access Plan-it website, and also
assess the effectiveness of Search Engine Optimization and Advertising Promotion.
This criterion is very important for our business especially in student placement
because the students who are interested to have further study in other countries might
change their mind or the university that they choose might not accept. Therefore, we
have to get the most visibility to get the most target market to consult with us. The
yearly target goal from year 1 to year 5 is 100, 500, 1500, 3000, and 5,000 visitors per
Traffic and Stickiness
Plan-it will check how long does it take in loading each webpage when the customers
log into the website. No customers like to wait for long time to see each webpage and
lead to reduce stickiness of the website. We have to check this rate so that we can
continuously improve the website. In the case, the automatic count tools can use to
count the number of customer who log into our website. The target page views should
not be below 3 pages.
Plan-it is able to know exactly conversion rate as a daily and monthly basis from the
number of registered member through the website who take the virtual English class
and after the university accept the students who apply from our company. We plan the
conversion rate for virtual English class and student placement separately. The yearly
target of conversion rate of the virtual English class are ……………………… and
student placement are ……………………………..
Return on Investment
ROI is the one of critical tools in finance to check whether the company operates at the
good performance or not. Our target ROI from year 3 to year 5 is 3.3, 23.5, and 103.
Since the company will monitor the rate of visibility, stickiness, conversion rate and page
view every quarter, the company will study and review to take the immediate action plan if
possible in order to meet the target plan at the end of the year. In case the company cannot
achieve the targeted goal and plan that set in the criteria, the company may study and analyze
to find the root causes:
Issue 1: Low visibility
Revised keyword in order to make it right and hit to the popular search engine
Advertise our website in other communication channels or portal. For example, to have
a pop up advertise on the first page of the personal email page to get more attention or
Send an email to the member to recommend their friends to see our website by giving
a free course to the member to review in return.
Issue 2: Low conversion rate
Revise the e-marketing plan
Launch attractive promotion to on-line customers
Issue 3: Low page view number
Update the information such as when we have just been appointed to be representative
of the new university in Thailand, we have to put into our website as soon as possible
Revise the sitemap and reorganize the information to make the arrangement simpler
and convenience to the customer.
Issue 4: Low Return of Investment
Minimize operating expenses to match with the income
Put more marketing campaign to convince the customer take course continuously per
24 Exit Plan
When the e –marketing plan is not worked, we will take the contingency plan. If the
contingency plan does not work, we will have the exit plan. However, we will continue to
have the website to provide the information about student placement. The website is another
channel for customers to get the information and know our company from the website.
Finally, our customers will use our offline services.