Ecommerce Team Project:
This class provides the theoretical foundations necessary for understanding Ecommerce, how it is
being conducted and managed, and what the major opportunities, limitations, issues and risks are in
terms of assessing opportunities in the marketplace and managing everyday commerce. In order for
the marketing student to grasp the complexities of these issues in the real business world, each
student will be assigned to a special project group that will design and create an integrated
Ecommerce business plan for a newly developed online company. Each team will be assigned a
specific type of online business model.
Each special project group will function as a marketing design team that will meet on several
occasions to determine project requirements. Each group will be responsible for creating the
appropriate Ecommerce business model, as part of the integrated Ecommerce marketing plan.
Strategic market planning is a process directed towards making decisions with tomorrow in mind. As
such, strategic market planning is a means of preparing for future decisions so that a firm can
rapidly and economically, start and move forward with as little disruption to the business as possible.
Proper strategic market planning can provide considerable benefits to start up firms, especially those
firms requiring substantial financial backing or are involved in highly turbulent or changing
environments online. Proper strategic market planning can act as a road map to guide long term
plans, assist in strategy implementation, and encourage better use of resources.
Each team will develop an appropriate business model for a startup company in the online
marketplace. Review current academic, business, marketing, consumer and technology trends to
assist in the idea generation phase of the project. A key component of an integrated Ecommerce
marketing plan is to know the market and develop a Web presence that capitalizes on this
The report will essentially cover the assessment criteria in the Ecommerce Marketing Plan and
include a cover page, table of contents, executive summary, Ecommerce marketing plan with
subsections, bibliography and appendix (if applicable). The report should be type-written, 20-25
pages (double-spaced), and all bibliographic references should be properly cited using MLA
format. There should be a minimum of ten sources used. The group project paper is due at the
beginning of week ten. Group project presentations will be scheduled throughout week ten during
regular class. Each group will submit their integrated Ecommerce marketing plan to the class in a
professional presentation folder. Appropriate visual, handouts, and professional dress are expected.
Each group member must present to receive credit. Each group member will have an opportunity to
evaluate the overall performance and contributions made by the other group members. The written
project is worth 15%, and group evaluation covers 5%, equaling 20% of the overall total grade.
Project Schedule Guidelines:
E-commerce Marketing Plans (Adapted from Laudon and Traver)
The elements outlined below should give you an idea of what is entailed in creating an effective E-
commerce Marketing plan. The E-commerce Marketing plan should assist the marketer to:
Term Project 1
1) Meet with group and decide what E-commerce company you would like to start. Determine you
research agenda and individual assignments. From Chapter 2 - determine the online Marketing
model based on technology requirements, customer interaction, and marketing strategies. Put this
assignment on your Wiki with group names.
Term Project 2
2) From Chapter 4 - describe how you would go about registering and creating an E-Commerce Web
site, discuss pros and cons of hosting yourself or outsourcing. Put this assignment on your Wiki
with group names.
A. REGISTRATION AND HOSTING of YOUR WEB SITE FROM E-COMMERCE TEAM PROJECT - part 2
This section will cover how you will register your business on the Web. Where will you go to
purchase the domain name for your web site? Where will you host your E-Commerce site?
There are hundreds of Web hosting plans and providers. Anyone new to Web design should research
the various providers and plans. Then, get recommendations from friends and businesses with
professional Web sites. Always find out what works for them and why.
When researching Web hosting plans and providers, focus on the following:
Is there a trial period or a money back guarantee?
How much storage space is available (how much do you think you will need)?
What is the available bandwidth or data transfer rate? (This refers to the amount of data sent
to and from your account over a specified period of time.)
Ask the provider for references (client's sites) so you can check the download speed. A good
tool to use for checking download speed is HostPulse's Web site Speed Test.
Ask about their customer service. Do they offer more than one method of receiving service,
such as a toll-free number, live chat, etc.?
Do they offer an up-time guarantee, which ensures your site will have minimal down-time?
Consider cost carefully. Cheaper is not always better, but you need to search for reasonable
Term Project 3
3) Create a draft outline for your Online Strategy including the description of market, customer value
proposition and competitive advantages as well as the Market Opportunity for your company and
who you think your Competition is. From Chapter 5&6 – discuss the pros and cons of various
payment systems and determine which ones will be used in your business and why you have chosen
4) Chapter 7&8 – by showing your understanding of how consumers behave online, describe the
basic marketing concepts you may need to use, describe the main technologies that support online
marketing. Think of your site in terms of Market Research, one-to-one marketing, viral marketing,
and affiliate marketing. What e-commerce marketing and branding strategies will you use and how
will you conduct your online market research? Put this assignment on your Wiki with group
B. Online Strategy-Description of market, customer value proposition and competitive advantages
The online strategy should have two main sections:
1. the first section describes the online Marketing strategy,
2. while the second section identifies the product or service you will be offering.
The online Marketing strategy should clearly identify goals, objectives, and a mission statement.
Explain the legal form of the organization as proprietorship, partnership, or corporation. Determine
why the strategy will be profitable and identify what are the growth opportunities. Include a
description of the business model, value proposition and comparative advantage. Emphasize
technology requirements, customer interaction, and special features that you feel will appeal to
Describe what you are selling, how your product or service will benefit the customer, and what is
different about the product or service. Determine if your prices are in line with competitors in your
market area and if they are in line with industry averages.
C. MARKET OPPORTUNITY
In this section of the online Marketing strategy, you demonstrate to potential investors that you
know the industry you are seeking to enter. An analysis of the market opportunity includes a
discussion of online and offline industry characteristics and trends, projected growth, complementary
products/services, and barriers to entry.
You should talk about how similar products/services have done in the online market, how you're
fulfilling an obvious need, and exactly whom you expect to purchase your products/services.
D. THE COMPETITION
It is important to know your online and offline competitors. Try to answer the following questions in
1. Who are your two nearest online and offline competitors?
2. What have you learned from their operations and advertising?
3. What are their strengths and weaknesses?
4. How does their product or service differ from yours?
5. How doe offering this product demonstrate the value of intermediaries in online transactions?
E. MARKETING STRATEGIES
How well you market your online strategy, along with traditional promotion, will ultimately determine
your degree of success. Devise a plan that uses traditional and online promotion, advertising and
networking as a means to promote your online Marketing strategy.
Develop online and offline marketing strategies that clearly identify your product. Defend use of
specific banner ad placements, direct email campaigns and search engine indexing strategies. Price
out all three strategies in detail with specific affiliate sites. Identify key market research analytical
tools used to assess effectiveness of online advertising and branding strategies.
Term Project 5
Putting it all together. NOW you have the basis for a great Ecommerce Marketing plan. Review all
your notes, expand on your previous notes and complete your written plan as well as create a
dynamic marketing plan ready to sell us on your ideas! Have your Group leader send this
information in to TurnItIn.com with your group’s specific date lines for project
YOUR term project should cover all these elements of an E-commerce marketing plan-
1. Cover Sheet
2. Executive Summary
3. Table of Contents
I. The E-commerce Marketing Plan
A. Registration and Hosting of Web Site (from Term Project 2)
B. Online Strategy- Description of market, customer value proposition and
competitive advantages (from Term Project 3)
C. Market Opportunity for your company (From Term Project 3)
D. Competition (From Term Project 3)
E. Marketing strategies (From Term Project 3)
F. Management Team (titles of who you should have)
4. Bibliography (minimum ten sources)
Appendix (if applicable
Cover Sheet, Executive Summary, Table of Contents, Bibliography and Appendix
The first page of the E-commerce Marketing plan is a cover sheet that includes the user details,
contact information and type of report.
The second page of the E-commerce Marketing plan is a one-page executive summary that
summarizes each of the main elements of the Marketing plan. The first paragraph of the executive
summary should be a compelling description of company's mission - one that grab's readers'
attention and encourages them to read further. In straightforward prose you should answer the
What sort of company is it?
What's the product or service?
How much money do you need? What will you use it for?
What type of information is in the overall Marketing plan?
The table of contents follows the executive summary. The Marketing plan should be between 20-25
pages. The works cited page should have all online and offline sources cited properly. Use an
appendix if there are more than 4 charts or graphs.
F. MANAGEMENT TEAM
Although I am only requiring you give some though as to what the titles are for the management of
your company give some thought to the following:
The management section of the online Marketing plan should answer questions such as:
How does the background experience of key personnel help you in this Marketing strategy
Who will be on the management team?
What are their duties? How much will pay them?
What are your current personnel needs?
What are your plans for hiring and training personnel?