Designing Survey Questionnaires

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E-Commerce -Marketing Your Business to the
Government and Corporations Presented
to Candler County Industrial Development
Authority
EC
Arthur L. Brown 770-732-9392 art_at_lescot.com
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LeScots Mission

• To cost effectively build profitable
  organizations through a solid foundation of
  business, marketing and economic development
  expertise.

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LeScot Enterprise Services
Business Management and Technical Assistance
Services
Economic Development
Marketing Development
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Electronic Commerce Defined (EC)
The electronic exchange of business/technical
information using Electronic Data Interchange
(EDI), Email, Electronic Funds Transfer (EFT) and
other similar technologies.
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Business Climate
Now
Forever
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Why/Uses for E-Business?

• In order to sell goods and services
• Time-saving business communications
• To easily share necessary information with other
  staff members/businesses

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Why/Uses for E-Business? (cont)

• To purchase required goods and services
• Create data once and use it many times
• To reduce costs of traditional operations

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Why/Uses for E-Business?(cont)

• To be electronically linked to the rest of the
  business community (world-wide)

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Electronic Commerce Benefits

• Benefits to Suppliers/Vendors
• Reduced time to market
• Improved operating efficiencies
• Improved product quality at reduced cost
• Improved payment process
• Expanded number of customers

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Economic Forces Driving
Electronic Commerce Cost of Labor
Telecommunications
Costs Computing Costs
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Research Your Market to Find Answers To

• Who are my customers
• Where are they located
• What does/will make them by my product/services
• What is my optimum selling price
• What should my advertising/promotional message
  consist of
• How do I get to them

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Market Research Methods

• Primary Research
• Provide online surveys, questionnaires, online
  focus groups
• Study your traffic logs
• Example http//www.zoomerang.com/login/index.zgi
• http//www.surveymonkey.com/

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http//info.zoomerang.com/
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Start by Defining Your Business Classification

• North American Industrial Classification (NAICS)
  Code - http//www.census.gov/epcd/naics02/
• Standard Industrial Classification (SIC) Code -
  http//www.census.gov/epcd/naics02/
• Federal Supply Classification (FSC) Code
  -http//www.softshare.com/tables/pscs/
• National Institute of Government Purchasing
  (NIGP) -http//www.nigp.org/
• Commercial and Governmental Entity (CAGE) Code
  -http//www.dlis.dla.mil/cageserv.asp
• Data Universal Numbering System (DUNS) Number
  -http//www.dnb.com/US/

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www.census.gov/epcd/naics02/
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NAICS Codes of Attendees

• Janitorial/Custodial Services 561720
• Emergency Medical Transportation 621910
• Caterer 722320
• Contractor (Single Family Contractor) 236115
• Florist 453110
• Home Improvement 236118
• Apartment Rental 531110

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www.nigp.org
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http//statepurchasing.doas.georgia.gov/02/doas/os
p/home/0,2469,35226973,00.html
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www.dnb.com/US
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Market Research Methods (cont)

• Secondary Research Sources
• Company Data
• Industry Sources/Associations
• Governmental Agencies
• Universities/Libraries
• Search Engines
• Trade Journals
• Investment Industry Analysis
• Internet Analysis

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http//www.census.gov/epcd/cbp/view/cbpview.html
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http//www.bea.gov/
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Procurement Personnel Need to Know (Public
Sector)

• Small and Disadvantaged Utilization Specialists
  (SADBUS
• Small Business Liaison Officer
• Users
• Contracting Officer
• Competition Advocate
• Program Manager
• http//www.osdbu.gov/Member_List.htm

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http//www.dodscrc.org/links.htm
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Procurement Personnel Need to Know (Private
Sector)

• Buyers
• Purchasing/Procurement
• Supply Chain Managers
• Supplier Diversity
• Program Manager

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Whos the Competition

• Who are your competitors
• Where are they located
• What are their strengths/weaknesses
• How does my product/service compare

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Marketing Strategy Development

• A marketing strategy is a target market and a
  related marketing mix
• A target market is a similar group (market
  segment) of customers to whom you wish to appeal
• A marketing mix consists of a group of
  controllable variables (product, place,
  promotion, price) which are put together to
  satisfy a target market

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Target Market Profile Parameters

• Demographic
• Geographic
• Cultural and ethnic groups
• Economic
• Power
• Industry Type
• Psychographic
• Values, attitudes, beliefs
• Lifestyles

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Target Market Segment Examples

• Homeowners with homes valued at 1million and
  over
• Professional athletes
• Colleges and Universities
• Families between the ages of 20 and 45 years of
  age
• Federal, state and local governments

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Sources to Identify Target Markets/Commercial

• Build/Existing Contact Database
• Access/Purchase Database
• Reference USA
• http//www.referenceusa.com/
• Yellow Pages
• Yellowpages.com
• Thomas Register
• http//www.thomasnet.com/

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Sources to Identify Target Markets/Government
(cont)

• U.S., State and Local Governments
• Federal
• http//www.fedbizopps.gov/
• http//www.hq.usace.army.mil/cepr/ASFI.htm
• https//www.neco.navy.mil/
• http//www.mbda.gov/index.cfm?fuseactionlogin.mai
  nreturnAddressfuseaction3Dpx22Ephx5Fmain
• State and Local
• http//www.statelocalgov.net/index.cfm

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http//www.referenceusa.com/
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Construction Contractors in Candler County
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Banks Located in Candler County
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Procurement Research Sources

• Historical Purchases
• E-Procurement Database http//www.fpdsng.com/
• Current Purchases
• Fedbizopps - http//www.fedbizopps.gov/
• NECO - https//www.neco.navy.mil/secure/register/r
  egister.cfm
• Army Single Face to Industry - https//acquisition
  .army.mil/asfi/
• Projections
• Agency Procurement Forecasts - http//hqlnc.doe.go
  v/support/SmallBusUtil.nsf

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www.fpds.gov
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Purchases of NAICS 453110 for FY 07
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http//www.fedbizopps.gov/
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http//ssl.doas.state.ga.us/PRSapp/PR_index.jsp
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http//www.sba.gov/GC/cmr/gasubs.html
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Contracting Preference Programs

• Small Business
• SBA 8(a) Program
• Small Disadvantaged Business
• Woman Owned Firms
• Veteran Owned
• Veteran Owned Service Disabled
• GSA Schedule
• HUBZone Certified

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Controllable Variables-4Ps

• Product
• Promotion
• Place
• Price

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Product/Service Strategy

• What the customer gets to satisfy a need
• Most time spent in this area perfecting
• Giveaway for site visitors (not everything)
• Product/Service often misunderstood phenomenon

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Promotion Strategy (Advertising)

• Most applicable to e-commerce of the 4Ps
• E-Commerce has revolutionized how
  products/services are viewed (Ex email)

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Internet Promotion Tactics

• Internal visitor registrations
• External website registrations
• Website Linking
• Advertising/Publicity

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Internal Visitor Registrations

• Generates contacts for your contact database
• Used to develop proactive marketing campaign
• Request permission to receive marketing material
• Specify on your page your privacy policy

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External Website Registrations

• Search engines extremely valuable in getting
  traffic to your website
• Corporate/Industrial sector primarily using
  Electronic Data Interchange as a tool for
  conducting business electronically
• Government and particularly, the Federal
  Government farther ahead in website registrations
  than the private/industry sector
• Must continue to be proactive in marketing efforts

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Web Site Registrations

• Central Contractor Registration Dynamic Small
  Business Search
• Kudzu.com
• Thomas Register

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www.ccr.gov
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Form Associations with Like Organizations

• Link to other web sites and request visitors to
  your site to add a link to their site
• Ask your visitors to bookmark your site
• Develop an affiliate/associate program
• Include your company in other industry/association
  group lists

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Place (Distribution) Strategy

• Process of getting the product/service to the
  customer
• Traditional distribution model
  manufacturer/provider to wholesaler/distributor
  to retailer to end user
• With internet, target is manufacturer/provider
  to end user
• Can be a major factor in customer satisfaction

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Distribution Strategy Realities and Considerations

• Christmas 2000 was a major fiasco for some
  retailers
• Supply chain/Fulfillment must be continuously
  revisited
• Must make every effort to be customer sentric
  since limited customer interaction

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Customer Requirements Now Include

• Forming Alliances
• Joint Ventures
• Partnering
• Teaming

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Pricing/Payment Strategy

• Electronic payments to include EDI, credit card
  payment/acceptance
• In the non-internet environment, pricing is quite
  speculative
• In the internet environment, a more open process
• Tends to be a negative for the business
• Auctions/Reverse Auctions becoming a trend

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Securing The Payment

• Business Concerns
• Security Considerations
• Credit Cards
• "Electronic Money"

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Internet Marketing Requires Another 4Ps

• Persistence
• Perseverance
• Patience
• People

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What lies behind us versus what lies before us
are only tiny matters compared to what lies
within us. ..Ralph Waldo Emerson

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Questions