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E-commerce 101 A presentation by Stéphane BAZAN Berytech – 30 october 2006

E-commerce 101 A presentation by Stéphane BAZAN Berytech – 30 october 2006. Plan. Breakfast – Light start, basic needs Lunch – On the balcony, no windows Dinner – Strategy, cigars and Cognac The kitchen tour. 1 – The Breakfast. The definitions The commerce The business The marketing

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E-commerce 101 A presentation by Stéphane BAZAN Berytech – 30 october 2006

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  1. E-commerce 101 • A presentation by Stéphane BAZAN • Berytech – 30 october 2006 A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  2. Plan • Breakfast – Light start, basic needs • Lunch – On the balcony, no windows • Dinner – Strategy, cigars and Cognac • The kitchen tour A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  3. 1 – The Breakfast • The definitions • The commerce • The business • The marketing • The models A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  4. 2 – The Lunch • The environment • Numbers • Behind the doors • A walk outside A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  5. 3 – The Dinner • The strategy • Where to start • What to expect • Where are we • What to do • Then, what’s the plan A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  6. 4 - The kitchen • The application • The Tool • The Scenario • The Labyrinth • The Decoration • The Making A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  7. Wake up call The question is not if your business should go on the Internet. But how. A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  8. Wake up call 95 percent of the first-wave dot-coms failed? Why should they have expected otherwise? Take a look at your local auto repair shop. It is not particularly difficult to make a profit in auto repair. Diagnosis can be tough, and dealing with customers can be tough. Otherwise it is a fairly straightforward business. Anyone willing to be a bit more conscientious than average, and willing to treat customers like human beings, can achieve profitability. A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  9. -1- The Breakfast A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  10. 1 - The breakfast • The definitions • 1 - E-commerce / Basic All financial and informational electronically mediated exchanges between an organization and its external stakeholders A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  11. 1 - The breakfast • The definitions • 1 - E-commerce / Information transfer The sharing of business information, maintaining business relationships, and conducting business transactions by means of telecommunication networks A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  12. 1 - The breakfast • The definitions • 1 - E-commerce / Broadest definition Exchange of information across electronic networks, at any stage in the supply chain, whether within an organization, in B2B, B2C, or between public and private sector, whether pair or unpaid. A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  13. 1 - The breakfast • The definitions • 2 - E-business The transformation of key business processes through the use of Internet technology A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  14. 1 - The breakfast • The definitions • 2 - E-business Complete integration of ICT in operation, redesign of business process around ICT, reinvention of the business model A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  15. 1 - The breakfast • The definitions • 3 - E-marketing The application of the Internet and related digital technologies in conjunction with traditional communication to achieve marketing objectives A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  16. 1 - The breakfast • The definitions • 3 – Mixer • E-commerce needs E-marketing • E-commerce is part of E-business • E-marketing is part of marketing • E-marketing leads to E-business A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  17. 1 - The breakfast • The definitions • 4 – The Models • E-shop • E-corporate • E-mall • E-auction A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  18. 1 - The breakfast • The definitions • 4 – The Models • E-community • E-collaboration (E-groups / Yahoo) • E-marketplaces (3rd parties / Hubs) • E-services for the value chain A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  19. 1 - The breakfast • The definitions • 4 – The Models • Marketplace position perspective • Revenue model perspective • Commercial arrangement perspective A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  20. 1 - The breakfast • The definitions • 4 – The Models / Marketplace position • Manufacturer or service provider • Retailer / Reseller • Intermediary / Supply chain Integrator • Not for profit organization A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  21. 1 - The breakfast • The definitions • 4 – The Models / Revenue model • Direct sales • Subscription, rental • Commission • Advertising A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  22. 1 - The breakfast • The definitions • 4 – The Models / Commercial model • Fixed price sales • Brokered or negotiated deal • Auction / Flash sale A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  23. -2- The Lunch A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  24. 2 - The lunch • The Numbers • 1 – The big picture in 2007 • 1 billion Internet users • 400 millions cyber buyers • E-commerce market : $500 billions • E-advertising: $400 billions (Internet: 4%) A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  25. 2 - The lunch • The Numbers • 2 – In the Lebanon • 700.000 Internet users in 2006 • 5000 e-commerce sites • Turnover? A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  26. 2 - The lunch • Behind the doors • 1 – Basics of the Internet marketplace • High bargaining power of buyers • High bargaining power of suppliers • Significant threat of substitutes • Low barriers to entry / High rivalry A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  27. 2 - The lunch • Behind the doors • 2 – Is your business E-commerce ready? • The boss is a techie • Internet has no enemy in the place • The post War info-structure • You’ve got mail from your friends A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  28. 2 - The lunch • Behind the doors • 3 – How about your customers? • Conversion marketing (Awareness, attraction, Engagement, Conversion) • The psychographic segmentation • Ready for the web? A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  29. 2 - The lunch • Behind the doors • 4 – Tell me what you sell… • Your product goes online • Your product stays off… • Bigger market or better penetration? A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  30. 2 - The lunch • A walk outside • 1 – The global environment • Your existing market • Where do you want to go, today? • The technology threat A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  31. 2 - The lunch • A walk outside • 2 – The local environment • The government • The rules • Fahren, fahren wir auf dem Infobahn? A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  32. 2 - The lunch • A walk outside • 3 – The virtual environment • The people: Everybody means nobody • The action: Fear of the dark • The culture: United colors of Internet A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  33. A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  34. A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  35. -3- The Dinner A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  36. 3 - The dinner • The strategy • 1 – The cycle (1) • 1 – Define corporate strategy • 2 – Analyze the market opportunities • 3 – Set the marketing strategy • 4 – Design the customer experience A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  37. 3 - The dinner • The strategy • 1 – The cycle • 5 – Organize content and interactivity • 6 – Design the customer interface • 7 – Evaluate the marketing program A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  38. 3 - The dinner • The strategy • 2 – The objectives / IM Benefits • Interactivity • Intelligence • Individualization • Integration A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  39. 3 - The dinner • The strategy • 2 – The objectives / The advantages • Tangible advantages • Intangible advantages A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  40. 3 - The dinner • The strategy • 2 – The objectives / Tangible advantages • Increased sales revenues • From new customers • From new markets • From repeat / cross selling A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  41. 3 - The dinner • The strategy • 2 – The objectives / Tangible advantages • Cost reduction • Reduced time in customer service • Online sales • Communication costs A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  42. 3 - The dinner • The strategy • 2 – The objectives / Intangible advantages • Corporate image improved + branding • Faster communication & PR • Improved customer service: satisfaction • Improved customer feedback A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  43. 3 - The dinner • The strategy • 2 – The objectives / Say what you want • I want to increase transaction speed • I want to remove time constraints • I want full access to competitive area • I want to improve my customer service A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  44. 3 - The dinner • The strategy • 3 – The analysis • Strengths (Offline) • Weaknesses (Offline) • Opportunities (Online) • Threats (Online) A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  45. 3 - The dinner • The strategy • 4 – The formulation / Get ready • Target market (Segment, target, position) • Differentiate (OVP) • Decide business & revenue model • Organize / restructure channels A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  46. 3 - The dinner • The strategy • 5 – The plan • Design the user experience • Define the level of service quality • Integrate the content production process • Assign resources for development A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  47. 3 - The dinner • The strategy • 5 – The plan / User experience • High-quality content • Ease of use • Frequently updated • Highly interactive / customizable A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  48. 3 - The dinner • The strategy • 5 – The plan / User experience A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  49. 3 - The dinner • The strategy • 5 – The plan / Service quality • Reliable • Interactive • Assurance • Human response A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

  50. 3 - The dinner • The strategy • 5 – The plan / Organize content processes • Where’s the information? • Under what form? • From offline to online A presentation by Stéphane BAZAN – Saint-Joseph UniversityBerytech 30-10-2006 - stefan.bazan@usj.edu.lb

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