||"To construct a Business of Success in Internet: One
strategic vision "(2nd part)
As for articles, this week we have the 2nd 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.
2. STRATEGY: "To construct a Business of Success in Internet: One
strategic vision", 2nd part. For Alain Jordá <email@example.com>
I SPEND 4. Community
Connecting with the example that we have just left, what it does
bulletin is to create a group of persons faithful to my services. One
group of persons who are characterized by two common features to
all of them:
a) they are interested in marketing topics in the network
b) they are grateful towards me, feel a confidence and a respect
for my professional work
This is what we will name a community. And this way definite his
commercial value is very clear. What we are creating, in fact,
it is a base of potential clients with high probability of
he buys. And we are doing for very little cost (in this case,
the work of writing the bulletin month after month). When we have
created our community we can sell his members and
to sell him repetitivamente.
Also, we can learn what the members want of
community, what are they interested in, what problems they wanted to be able to see
To create our own community it is necessary to know some
all the concepts:
1. Need for the promotion. Of course it seems obvious. But
it is essential to realize it to manage to transmit
position that we want. It will be necessary to use all that more
means better. Quite, in the network, it complements itself. The more us
the Net user sees in the network, more his confidence increases in
we. It is necessary to do promotion, but not only to start
I negotiate, but in a permanent and continued way. There are many
forms of promotion that only need dedication time.
2. Internet is a way that works for attraction. Since not
we can force nobody to visit nestras pages, have to
to convince, to attract the Net user. That's why we must offer
valuable contents in the network.
3. Free. It is not also a secret that to attract we owe
to provide services or VALUABLE products of free form.
It is other of the basic concepts of the Internet culture and it will continue it
being. Therefore, let's make use of it. Free, it is the hook that
we will use to attract the Net user to whom, once
let's have on our pages, we will be able to present everything ours
4. Mail and and Web. With Internet we must understand that we have
of two complementary hardware for our communication.
The web pages, with a passive roll, represent 50 % of ours
capacity of communication and conviction in the network. They are "to
he waits" of that someone should come to visit them to captivate it and to sell him
everything what we prune. On the other hand, the mail and, 50 % remainder
of the capacity, it is the active tool that we can use for
to communicate personalizadamente with every potential client and that
to we allow to establish a relation individualized with each one
NORM. Permanent reconsideration of everything.
Come to this point it is when I am going to give you a norm of
general and permanent application for the commercial activity and of
marketing in Internet. It is necessary to be permanently opened and
ready to reconsider and to modify any exposition
In effect, Internet is a tremendously changeable way, for
that we must be prepared to adapt ourselves at all times
to what the way dictates us. This is an argument.
Other, the fact is that Internet not only is changeable, but it is one
continuous surprise. This way for example, we can have appeared
a certain objective public, but we are that
also he has answered to our campaign another type of public that
we had not considered. We will have to adapt ourselves also to them.
Another possible situation is that one in which the public who exists
received, although he answers to the profile that we had done to ourselves of him,
it does not request the products or services that we were foreseeing, but others
different (That's why I have including this norm in this point in which
we are going to begin speaking about the products definition). That
also it will force us to a rehabilitation. And that can happen to us
with any element of our strategy. It is impossible to do
forecasts in Internet. Then, we are prepared to answer to
the network with what he asks us.
I SPEND 5. Products
"Very well, now only it is missing that they say to me the products that I have
that to sell! Is it that I am going to have to change my products?"
Very well, not always, not all, but partly, yes. It is clear that
when an established company tries to be implanted
commercially in the network, it does it to sell there his products.
Logical and normal. And this way it must be. But I must do a few remarks:
1. The products for Internet......... are already not exactly what
they were. Let's see:
When someone sells flowers for Internet: what sense does it have?
When someone sells books for Internet: what sense does it have?
When someone sells feeding for Internet: what sense
does it have? Yes. What sense does it have? We find all these products
in our city without much ado that to lower to the street and to enter the first one
The answer is that these virtual shops do not sell only flowers,
books or feeding. They sell SERVICE. The virtual florist's shop us
he remembers the anniversary of our couple and, of step, he proposes to us
to send to him a few flowers. From the serviceability of our hearth
we can revise the extensest books catalogs, read the criticism
that of them do who have already read them, to ask for suggestions
based on our tastes and, finally, to buy them. The telecompra
of feeding it is directed for those persons who do not have
time to go to buy or to those to the one who does not like to go to buy.
Therefore, Internet allows us to change the products
adding to them diverse values which limit is, in many cases,
our own imagination.
2. Since I have said previously, they can integrate in ours
community clients that we would never have imagined. Perhaps of
other countries, of other sectors, the people who finds useful
our products for other applications than those that existed
thought we. Also it is easier than, thanks to
Internet interactivity, our clients express to us with more
concision what are the products that they would like to be able to acquire and,
consequently, new products will "appear".
3. We have the opportunity to offer Internet products. Namely
products that our clients can only obtain for
Internet. In many cases it will be a question of services even if
our company gives tangible products. It is important
to develop some type of product of information, which advantage is
that we can distribute it for the network - rapid and almost free-.
4. Due to the publics' diversity that we will have received and
also to fight against the problem of the absence of confidence
initial of the clients, it is good to develop diverse versions of
the same product: demo, basic, standard, luxurious. Versions in
diverse languages, etc. With it, we will cover the maximum of
requisites of all our clients in services and prices (not
let's forget the economic differences between countries).
Well, and if it is necessary to develop new products, what options
do we have for it? Fortunately, Internet can help us
also in this task. To create new products or to modify
that we had we have diverse possibilities:
a) to create them
b) to acquire the rights of an existing product
c) to sell the product of others
d) to collaborate to develop jointly the new product.
I am going to comment something on the latter paragraph.
In the Internet culture the collaborations work very well and
exchanges. That is to say collaborations that are not formalized
by means of joint enterprises, but they set together
products, informations, clients... to manage major
potential of both parts. That is to say that, in Internet, 2 + 2 are not 4
but they can be much more. Nevertheless, for it, it is
fundamental to have defined well the points 1 and 2: objective public and
position. This definition is the one that will allow us to find
complementarities with our potential associates. These
associates can be, even, rival in the physical world that,
in the network, they have differed clearly from us. So already
you can begin looking around you with whom you
you might associate and what is what this association might bring you.
I SPEND 6. Income
Since yes. Up to this moment we are not going to initiate a generation of
income to regulate. This is not agreeable of hearing, BUT IT IS LIKE THAT.
Who says to us that it is enough to put our products in Internet and
to begin selling is cheating us.
Internet has, really, an immense potential, but it is that
to develop it and for it, it is necessary to continue his rules. And his rules
we are dictated by a series of previous stages that are those that they create
conditions for the generation of income.
Of course, this phase needs to consider and to start
multitude of aspects: logistics, collection system, safety in
deals, operations automation, to manage
conflicts with the distribution channel, etc. Be enough to return here to
to affirm that, before coming so far from satisfactory form, it will be
necessary to have realized previously all the duties that exist
been shelling along the report.
I SPEND 7. Growth
Once we have reached the Generation point of
Income, we owe to devote to increase continuously so much
the business as the activity in general. And for it, we have to
to act in two different directions: increase of the parts of
client and increase of the number of clients.
1. Increase of parts of client "Wallet-share"
Jeff Bezos, maximum executive of Amazon.com, says that his
company is a clients' company. Namely the clients are his
I activate. This affirmation is based, for example, in that 66 % of
they it repeats buy. The consequence of the affirmation, it is in that,
as in any company, it is necessary to promote the assets. How?
Amazon started by selling to them books, then music, then
toys...... Namely once it has a client, it tries to receive
major "parts of this client" giving him more and more
The strategy, therefore, is to penetrate on the market so
deeply how does one could with a very "sharp" strategy. To
to set off hence, to expand in products for the clients that
we have and, obviously........
2. Increase of the number of clients.
......... to keep on increasing the number of clients who integrate
our community. For it,
a) not to move back in the promotion.
b) continuous mark creation in every action that we do,
c) to update continuously the contents of the web site and of
other mass media that we have (cover,
d) to innovate. Namely to incorporate new services, new products,
new image of the web site, etc.
And if you continue this process the put success did not guarantee to you that this
it depends on too many factors. Yes I believe, anyway, that
this report constitutes a good guide for all those that you
you are raising the jump to Internet, as well as for those that,
being already in Internet, you do not obtain the wished results.
Luck, and to the bull!
Alain Jorda <firstname.lastname@example.org>, Forming and Consulting in
Marketing in Internet, is an Author of the Seminar: "How to Create and
To develop YOUR Strategy of Success in Internet?" and Publisher of the bulletin
free "Commerce in the Network" <email@example.com>.
It is Qualified in Headquarter for EADA (Barcelona) and
Top engineer of Telecommunication for the UPC (Barcelona).
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