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"To construct a Business of Success in Internet: One
strategic vision"


As for articles, this week we have the 1st part of two of a magnificent article about Alain Jorda about strategy in Internet. It is very good when we are considering to put our business in Internet or when we do not know that I negotiate to set in Internet. Neither biene badly for those who already have a presence in Internet and do not obtain the wished results.


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STRATEGY: "To construct a Business of Success in Internet: One
strategic vision", For Alain Jordá <ajorda@ajcomercio.com>
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In a moment in which we are present at the landing in the network of
monsters of the telecommunications, the communication, the banking or
the distribution, between others, with the whole weight of his resources,
Pymes and the entrepreneurs can raise if it is possible
still to do a hollow to him on the Internet market from some
moderate resources or, even, reduced.

Really, it has always been said that Internet was acting like
equalizer between big and small on having set within reach of all
a tool of marketing and global communication. Nevertheless,
we see in North America - the laboratory - shop window of
all that we are in the exterior - that, as they go
appearing success business, the cost to be implanted in one
already busy market is still the highest and, paying it, not
they have success guarantees. There be seen the cases on that we were commenting in
the previous number of "Commerce in the Network" of Noble Barnes and,
Compaq or Toys'R Us (even if the history continues and we will see
how does it finish), numbers 1 of his respective physical markets, which
they do not manage to recover the lost on the virtual market opposite to
Amazon, Dell or Etoys.

In our Internet Latin, fortunately for all that still not
they have presence in her, we are delayed perhaps, a pair of years
with regard to USA. It does that many hollows stay still
for covering in the network.

But let's return to the topic incial. Namely the possibilities that it has
a Pyme, or any company in general, of happening successfully to
network from his available resources, necessarily moderate
opposite to those of his strongest competitors.

My answer is that it is possible to do it whenever the company
do a correct exposition and extract profit to all and every
one of the resources which he has.

I am going to propose to you a handlebar composed by a norm and seven steps
to try not to do any in false. (Either I know, either know, I am enough
villain in the words games). I do the exposition for
case of an existing company on the physical market that he claims
to go on to the virtual market. In case of an initiative again
stamp, the process is simpler since we are free of any
type of ties. Those who already have a company in march, have to
to prepare to see his business from an optics completely
different from the one that they accustom. A completely open optics.
Come, let's start!


I SPEND 1. Definition of the Objective Public.

The first step to be done is to forget us of our current clients.
We are defining a new business.

Internet is an enormous, immense market. So much, that exists
Net users interested by any topic and looking any
type of products and services. Therefore, Internet is a big one
markets - niches conglomerate, almost hanging all of them of
to be defined and discovered. (Example: the market of the chairs of
design aluminum. Obviously, a market as that one exists
distributed all over the world. But nobody has created yet it.
Nobody has spoken to that one bought).

Let's imagine Internet as an immense sea in which they float
hundreds of million Net users. Our target is
to achieve that our potential Internet clients emerge of
this sea and raise the arm. That identify before us.

For it, the first thing that we must do is to define to what type of
client we are going to go. What profile does it have? What problems
does it have? For what does he look? Later, we will design the suitable strategy
to speak to this type of client and only to that one.

An error to be avoided is the temptation of defining a very general profile of

client this way "to include most of market". I repeat
that Internet is immense and also it it will be any group of
clients target that we define. We will see later why
we must try to be necessary to the maximum what is the client that
we look.


I SPEND 2. Position

Once we have already defined to whom we are going to speak,
we will have to define our what image we are going to wish that
have. Namely with what concept will we want that they associate us.
What roll do we want to possess in the mind of the client. Continuing with
example, our target is to obtain that when someone thinks
"chair of aluminum of design" occurs to him our name -
very important the name because it is the one that they will have to remember
clients to mess about it in his navigator if they want to visit us.

To define this concept, we will have to do a self-analysis of
company. What is what we can do better? What is aquéllo
what do we make better than anybody? or perhaps that one in what we are
only ones? Perhaps it is an only one model of all our scale of
products dedicated to a very precise use or a service
determined in the one that we emphasize especially. It is much
important. We must be good in that. Then we will be able
to try posicionarnos like the best.

He is also a very important being the first one. That's why, if others of
our sector they are already in Internet, we must define a new one
market. Like example, we cannot try today to open one
bookstore in Spanish in Internet. Of those they exist a heap. But yes
he has sense, probably, to open a bookstore in Spanish
dedicated to the games. This would be a new category and we would be
the first ones.

And to be the first one is important because the first one is the one that is
remembered "automatically" by the public and it has all
probabilities to turn into the leader. Also, to the eyes of

public, the leader is the best - "if he is the leader, it will be because it is
better" -

On the other hand, try to see the Internet market like an immense one
melon. It is convenient to have a knife well sharpened to penetrate in him.
Only this way we will manage to take a good piece. The sharp knife
it is our very specializing position. He is who us
it will give visibility and the one that will attract public's attention. If us
posicionamos like general practitioners, we have probabilities almost
void of standing out, unless we should make something really new, usefully
and showy.

Therefore, we must choose a position that does to us
only ones, we must specialize and must act: already! to enter
in Internet.

I SPEND 3. Contents

Once we know to whom we are going to speak and how we want
that identify us, it is the moment to define the contents that
we are going to offer them in the network. I am not speaking about the products
or services that we are going to sell to them, but of the contents of
information that we are going to provide to them across the web and of

mail and.

--------------------------------------------------------------------------------------
High place! A moment! "Commerce in the Network" is free, but you can
to collaborate they spending it to a friend or to an interested companion. Earlier
of keeping on reading, it touches the option to "Forward" ó "Forward" and
it messes about the direction of the person that you have chosen. Thank you!
--------------------------------------------------------------------------------------

Since the Net users are free to go where they want, the only one
reason for which they are going to visit repeatedly a place they are
contents that know that they are going to find in him. We can do
the widest promotional campaign of planetary dimensions and
we will manage with her to attract many Net users up to ours
pages in a little time. But if the contents that find there
they do not satisfy them, these Net users will not return. Of nothing there will be
served the promotional macro-campaign.

Puttings like that the things, we must wonder: what might
my clients are interested in target? I can imagine something that they
atrayera irresistibly? I can imagine something that might not
to provide them without Internet? We can find many examples
of interesting contents sailing along the network, but
creativity and the imagination redeem in this paragraph one
fundamental role. Let's be daring, atrevámonos to try
new services and to present them of novel form. We have to
to dare to mistake us. Only this way we will be able to discover piece of news
possibilities and, probably, some of them work. If us
we border to copying, we will play safe, yes. But, certainly, not
we will manage to lead nothing.

As suggestion, we can offer news, reports, lists
of resources of the sector, contests, gatherings, discussion rooms,
products catalogs, searchers, configuradores of products,
you help for the detection of breakdowns, labor exchange, services of
comparison of products, auctions, etc.

Another important aspect refers that we must be
transparent with the information. For example, if we decide to edit
a bulletin of news about the sector, we must give the news about everything
the sector, including those of our competitors. Really,
so that our potential clients are interested in this bulletin -
let's remember that we are creating a new market in which
we have no clients yet - this bulletin will have to bring them EVERYTHING
the information of the sector and to do it, also, of impartial form. Of
another way, they will be interested in more another bulletin that yes he informs them of
the whole sector.

If we turn to the argument, the target is to turn this bulletin
in the bulletin of the sector. That everybody in the sector wishes
to receive and to read this bulletin. It is clear that the company that edits one
bulletin as that one will enjoy a prestige and a recognition
on the part of the whole sector. It is clear that this company will enter
in the considerations of the clients whenever it talks each other of
to acquire some of the products or services that this company
it gives.

Allow to me to use here my own example: "Commerce in
Network", the bulletin that you are reading [N.del Editor: this article appears originally in Alain's bulletin]. I hope that you should think that
information that I spread in him is valuable. And that, therefore, might
to commercialize it. Even, some of you might be ready
to pay for her (under form of book, reports, etc.). And without
I impede, the fact of putting this information at free disposal
of whom does the solicitous one bring to me a few much major advantages, that
they are those that I chase. Let's see them.

The subscribers of "Commerce in the Network" you are persons
interested in what is my specialty: the implantation of
business in Internet. Then: I can affirm that each one of
you it is capable of bringing me business in a moment or
other? There are many options for it: perhaps you can be interested in that
did I advise you on the plan that you have prepared? or you would prefer that
will it develop it jointly with you? or you have
average - technical and economic - to develop business in
Internet but you need ideas of game or someone who directs or
supervise the steps of the business? or you are investing and you need one
specialist capable of evaluating the viability of a plan that you are
presented? or you are interested in a good speaker that it motivates to yours
clients to get into head Internet so that this way you could
to sell to them your technological products? or you can be interested in
to be present at one of my Seminars?

Each and everyone of the examples that I have just enumerated are
real cases of concrete proposals that I have received. If not
the bulletin would exist and if it was not distributing it free, that is to say, to
many people, would not enjoy all these business opportunities.
And why do I receive these proposals that have his origin in
bulletin? Simply because the bulletin is an excellent card of
visit that, month a month, is creating a professionalism image and
specialization that increases the confidence that you, his
readership, be able to have in me. You must chase that itself with
your information diffusion, have the format that it has.


I SPEND 4. Community...


 

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