Exercise - Developing a Concept Proposal
Having decided on the organisation you are going to develop a concept
proposal for, you need to develop the proposal by writing some text for each
of the sections given below. The overall concept proposal should be no more
than 1000 words. Depending on your particular proposal some sections may need
to be longer than others, but the total word count should not exceed this
limit.
Summary
... website that sells ... by the customer. A customer ... to the website to
be transformed into ... The customer can then choose to receive
the ... immediately for ... or receive the ... by post.
The intended market would be ... enthusiasts and hobbyists who would
like a personal ... rather than the ... The gift market also could be targeted as presents for
... There is a need for this online service due to the present
organisations only being able to produce a ... and
only corresponding by post.
... would be a profit making company. The main costs would
be the outlay of the computer, communications equipment and peripherals.
I would expect this equipment to last 3 years before being upgraded. I would
be the sole staff member for the company, maintaining the web site and dispatching
orders. Only when the business grew would extra staff be hired and additional
computer equipment purchased.
The main source of income would be customer orders for ... the customer has ... The price of these would be low,
so the profit is small but many orders would be expected. Bigger profits
and fewer orders would be expected for the ... ordered complete with
materials.
... fits into the ‘online transaction grid’ as follows:
|
|
Business
|
Customer
|
|
Business
|
Business
2
Business
|
Business
2
Customer
|
|
Customer
|
Customer
2
Business
|
Customer
2
Customer
|
· Business-to-Customer - ... selling
product to customers.
· Business-to-Business - ... ordering
stock directly from ... companies.
The product and the market
The product is ... created from ... customer has
uploaded to the website. The ... can either be downloaded and
printed immediately or mailed to the customer with all the necessary materials
...
ES Test
In terms of product characteristics the ... scores highly.
The website lets the customer interact ... how they
wish. They choose the ... options ... Only when the customer is happy will they purchase
... Score
8/10.
With regards to familiarisation and confidence, the ... material ... brand names adding confidence of the products
quality. The customer can be confident of the ... originality as they ... it personally. Score 7/10.
With regards to consumer attributes, this will vary on the time of year
as I imagine more orders around Christmas time, utilising the gift market.
The consumers for this product will be experimenters and convenience shoppers.
These shoppers will be looking for something unique and cheaper than buying
through mail order catalogues. Score 5/10.
That makes a score of 20/30, so I think selling ... online will be successful.
Competition
At present ... is offered by mail order and in
some traditional, specialised ... shops, which also mail .... Both of these services do not allow the
... to be altered
and only offer a few options for choice, ...
... has the advantage of offering this service at a much
lower price because handling costs will be much lower. The website will differ
from the mail order and shop service because the customer will be totally
involved in the process, ensuring complete satisfaction before purchase.
Richness and reach
Richness is defined as how the information is presented. Such as, the amount,
whether customised, its interactivity, reliability, security and how up-to-date
it is.
The website ... will add richness to the product ... by enabling the customer to see and alter
... before
purchase. After uploading ... a few options the customer
will be able to make any necessary changes .... The customer can ensure the ... choose
to buy and print ... immediately or select delivery with materials.
With traditional organisations, you need to ... you receive.
Alterations to ... require
another full purchase.
Reach is defined as how many people will have access to the information.
The reach rating of ... would be high as many people can
now access the Internet. ... can be uploaded
from the customer’s computer and the .. downloaded immediately.
Visitors will be attracted to the website by advertising on search engines
and banner advertising .... The existing postal service will
be enlisted for items requiring delivery and a delivery charge incurred by
the customer.
Other organisations offering ... require the
customer to post .. allow
28 days for the delivery and ... imagined.
I conclude that the online delivery of the ... has added richness
and reach. The customer is able to ..., adding richness to their design experience. The customer
will access the .. facility through the World Wide Web, adding reach,
and with excellent, strategic advertising the whole electronic world is reachable.
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