The

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The Inside Edge
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Why do businesses spend money
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To make more money than they spent
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Defining good returns
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Return on Investment
Your crowning achievement
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R.O.I.
What it is. What it isnt. And how you can get
more of it from your website today.
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Positive R.O.I.formula
Goals
Strategies
Tactics
Metrics
Objectives
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Business challengeexercise

• Youll need
• Paper and pencil

• A timer set for 3 minutes

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Challenge idea starters
play/pause button

• To survive, we need
• Were going to have to
• Were having a hard time

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Common businesschallenges
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Positive online ROI
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Positive online ROI
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Positive online R.O.I.
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Positive online R.O.I.
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Positive online R.O.I.
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Positive online R.O.I.
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Problems or Profits?

• Challenge
• Slow sales
• Customer turnover

• Objective
• We will use the Internet to increase sales volume
• We will use the Internet to retain more of our
  current customers

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Business objectivestatement

• Dont try, do
• We will improve increase
  upgrade expand acquire

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Business objectivestatement

• Dont do everything,
• do one thing
• We will increase customer satisfaction, notWe
  will increase sales by increasing customer
  satisfaction

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Business objectivestatement

• Write it down

We will
Use the play/pause button on the left
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Matches not Mix ups

• Objective
• What you intend to accomplish
• Short, simple declaration

• Strategy
• How you intend to accomplish it
• Short, simple declaration

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Objectives, strategiesand jargon
K.I.S.S. keep it short and simple
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Objectives, strategiesand jargon
Simple to explain
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Objectives, strategiesand jargon
Simple to explain
Simple to remember
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Objectives, strategiesand jargon
Simple to explain
Simple to remember
Simple to do
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Matches not Mix ups

• Objective
• What you intend to accomplish
• We will increase online sales

• Strategy
• How you intend to accomplish it
• We will increase online sales by cross selling to
  our current customers

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Increaseonline sales
Develop affiliate relationships
Add more payment options
Increase advertisements
Increase conversion
Increase merchandise
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Offline vs. Online

• Current Situation
• Suburban shopping mall location draws from
  several small communities
• Competes with large variety discount retailers

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Offline vs. Online

• Increase sales by
• Cross selling to customer base (e.g. skateboards
  and snowboards)
• Increase sales volume through loyalty discounts

• Current Situation
• Suburban shopping mall location draws from
  several small communities
• Competes with large variety discount retailers

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Offline vs. Online

• Online changes
• Online customers use search to locate stores
• Price sensitivity secondary to finding the right
  merchandise

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Offline vs. Online

• Online changes
• Online customers use search to locate stores
• Price sensitivity secondary to finding the right
  merchandise

• Increase sales by
• targeting a narrow customer niche (e.g. campers
  or weightlifters)
• Increase sales volume through search engine
  marketing

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LeadGeneration
Develop affiliate relationships
Develop speaker platform
Multimedia email blasts
Increase search engine marketing
Add blogs, newsletters
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Branding
Content standards
Referrals, testimonials
Add blogs, newsletters
Infomercial multimedia
Aggressive public relations
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Customer Service
Service level guarantees
Increaseself-service options
Seek quality awards
Increase feedback options
Add multimedia instructions
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Operations
Switch to VoIP
Expand process automation
Roll out Kaizan initiatives
Train via multimedia
Web EDI migration
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Strategicdouble duty
More ways to make money
More ways to make mistakes
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Strategicdouble duty
Develop affiliate relationships
Train via multimedia
Infomercial multimedia
Multimedia email blasts
Add multimedia
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Strategicdouble duty
Increase sales
Generate leads
Develop affiliate relationships
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Strategicdouble duty
Generate leads
Increase sales
Develop affiliate relationships
Develop affiliate relationships
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Matches not Mix ups

• Increase sales by
• Increasing the number of sales per affiliate

• Increase leads by
• Increasing the number of affiliate relationships
  we have

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Matches not Mix ups

• Increase sales by
• Increasing the number of sales per affiliate
• by 2 per month by the end of the first half

• Increase leads by
• Increasing the number of affiliate relationships
  we have
• by adding 4 new affiliates each quarter

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Strategy statementexercise
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Strategy statementexercise
play/pause button
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Whats working why
branding
service
leads
sales
operations
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Surf and Search
branding
URL strategy?
service
leads
URL strategy?
URL strategy?
operations
sales
URL strategy?
URL strategy?
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Visit www.sharetheedge.com To find an Internet
Consultant near you
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The Inside Edge