e business lecture
TRANSCRIPT
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CET437: Electronic
Business
Week 4: E-business implementation,
infrastructure and management
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E-business Implementation
a relatively simple and cost-efficient process
Business Plan
Preparation
Capital
Domain
Launching & Marketing
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Business Plan
a formal statement of a set of business goals
Simple Business Plan Outline Executive Summary
Company Description Product or Service
Market Analysis
Strategy and Implementation
Web Plan Summary Management Team
Financial Analysis
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1.0 Executive Summary
1.1 Objectives1.2 Mission1.3 Keys to Success
2.0 Company Summary
2.1 Company Ownership2.2 Company History (for ongoing companies) or Start-up Plan (for new companies)2.3 Company Locations and Facilities
3.0 Products and Services3.1 Product and Service Description
3.2 Competitive Comparison3.3 Sales Literature
3.4 Sourcing and Fulfillment3.5 Technology3.6 Future Products and Services
4.0 Market Analysis Summary4.1 Market Segmentation4.2 Target Market Segment Strategy
4.2.1 Market Needs
4.2.2 Market Trends4.2.3 Market Growth
4.3 Industry Analysis4.3.1 Industry Participants4.3.2 Distribution Patterns
4.3.3 Competition and Buying Patterns4.3.4 Main Competitors
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5.0 Strategy and Implementation Summary
5.1 Strategy Pyramids5.2 Value Proposition5.3 Competitive Edge
5.4 Marketing Strategy5.4.1 Positioning Statements
5.4.2 Pricing Strategy5.4.3 Promotion Strategy5.4.4 Distribution Patterns
5.4.5 Marketing Programs5.5 Sales Strategy
5.5.1 Sales Forecast5.5.2 Sales Programs
5.6 Strategic Alliances5.7 Milestones
6.0 Web Plan Summary
6.1 Website Marketing Strategy6.2 Development Requirements
7.0 Management Summary7.1 Organizational Structure
7.2 Management Team7.3 Management Team Gaps
7.4 Personnel Plan
8.0 Financial Plan
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Domain
must be secured to host the e-business's
website.
Website in e-business = store in brick and
mortar company.
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Site Design Issues
What is a Web site?
A set of linked documents with
shared attributes related topics
similar design
shared purpose
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Elements of a Website
History, statement of objectives, mission
statement.
Information about products or services.
Financial information.
A way to communicate with the organization
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Difficulties in delivering content
Various visitors need
Differing experience levels
Technological issues
Data transmission speeds
Web browsers
Plug-in software
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Strategy
Convey an integrated image
Provide easily accessible facts
Allow visitors to experience the site in a
variety of ways and at different levels
Provide meaningful, responsive, reliable anda2-way communication.
Encourage return visits
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Phases of Web Development
Site Planning
File organisation, audience, goals
Designing web pages
Storyboards, layout mockups
Adding content - text, images, movies, sound
etc
Adding interactivity - animation, feedback,demos etc
Testing and publishing
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Layout
The Web is NOT WYSIWYG (Not What-
You-See-Is-What-You-Get)
Browser/platform differences
Screen sizes affect look
Colour palettes affect look
Test your page with differentbrowsers
Recommend a browser/set up to
your users
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Site Planning
Determine goals
Choose target audience
Create a design look
Consider browser compatibility
Consider file organisation
Design navigation scheme
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Lay out
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Colour
No of colours
Choose a colour scheme
Palettes/lookup tables differ
Mathematical tables defining colour of a pixel Web safe colours
Same on Firefox, IE, Windows, Mac
216 web safe colours
highcolor (16 bit), truecolor (32 bit)
Test for colour-blindness
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Text
Size
Vary size in proportion to message
Font
Choose legible font - decorative fonts that
cannot be read are useless
Too many fonts - ransom-note typography
Colour Can you read grey on white ?
Use consistent link colours
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Mac Vs PC Font Sizes
Typically 12-point on a Mac will be 10 or 9 -
point size in Windows
Mac Times New Roman Size 6
Windows Times New RomanSize 6.
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Information Architecture
Organization systems
Schemes
Structures Navigation systems
Labeling systems
Searching issues
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Organization System
Scheme: defines the shared characteristics of
content items and influences the grouping of
those items.
Exact Ambiguous
Hybrid
Structure: defines the types of relationshipsbetween content items and groups.
Hierarchy
Hypertext
Database
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Example
Yellow Pages
Scheme: Topics
How were the topics chosen?
Structure: Alphabetical
Grocery store
Scheme: Food categories, food tasks
Structure: Complex, unclear Where would you find marshmallows?
What about soy sauce?
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Organization Schemes
Exact Scheme: divide information into well-
defined, mutually exclusive sections.
Features:
Easy to define and maintain. Supports known item seaching
Require user to have detailed information
Some types: alphabetical, Chronological,
Geographyical
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Organization Schemes (const)
Ambiguous: divide information into categories
that defy exact definition.
Features:
Difficult to define Support browsing by users with no immediate
goal or with vague information
Some types:
Topical
Task oriented
Audience specific
Metaphor driven
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Organization Schemes (cont)
Hybrid Scheme
Better Library Listing
Age GroupAdultTeenYouth
TopicsArts & HumanitiesScienceSocial Science
Other
Community Center
Services:Get a Library Card
Learn About OurLibrary
Bad Library Listing
AdultArts & HumanitiesCommunity CenterGet a Library CardLearn About Our LibraryScience
Social ScienceTeenYouth
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Organization Structures
Hierarchical Structure: A well-designed
hierarchy forms good foundation for many
web sites.
The mutually exclusive subdivisions andparent child relationships of hierarchies aresimple.
Users are familiar with hierarchies so that they
are quickly and easily understood. Users can use a hierarchy to develop a mental
model of the sites structure and their location
within the site.
Takes a top-down approach to design.
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Hierarchical types
Broad and shallowNarrow and deep
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Organization Structures (const)
Hypertext: content chunks are connected via
links in a loose web of relationships.
Features:
Great flexibility Substantial potential for complexity and confusion
Rarely useful as the primary structure
Often used to complement structures based on
the other two models.
Example: Microsoft Help
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Database Structure: is a collection of records,
each of which has a number of associated
fields.
Features: Allows field-specific searching
Permits repackaging of information into differentformats for different audiences
Records must follow rigid rules Best for listings, catalogues, directories, and other sub-
sites with structured, homogeneous data.
Organization Structures (const)
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Navigation System
Helps exploration/orientation
The page must indicate its location within thesite
Leads users to what they seek Care must be given to clear directions/options
Informs about the available products /
services/tasks Doing this requires anticipating the users
needs (Amazon.com)
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Navigation
Speed is affected by
Size of images
Overload of graphics, movies, sound
Target user - network or modem
Make links obvious
Always have a link back to the home page
Frames can aid navigation - but reducedisplay space
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Built-in navigational features
Most browsers offer built-in navigational
features:
URL : direct access to any page
Back/forward : bi-directional backtracking History : random access to pages visited
Bookmarks : save the location of pages visited
Color coding of links : helps users understandwhere they have been and retrace their stepsthrough a site
Mouseover effects : may indicate site structure
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Hierarchy: usually the primary system, it
follows the information hierarchy closely.
Global: used for quick access to distant (often
unrelated) sections of the site. May includean opening page
Local: Used in conjunction with a global
system when a site has more than one
purpose or audience.
Embedded links: Never used alone or for vital
pages. Studies have shown that users are
more likely to miss them.
Types of navigation systems
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34
Use the information hierarchy as the primarynavigation system.
The major categories in the hierarchy become
the global navigation system. The local navigation will depend on the choicesmade in the global system.
The sites size and goal will determine what
other navigation systems are required. Above all, test your navigation on users!
(And pay attention to the results )
Building a navigation system
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Labels
Represent chunks of information.
Can be either headings or links.
Closely tied to navigation.
They must be:
meaningful
representative
consistent
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We are concerned with labeling systems not individual labels.
Labeling systems
Unplanned List
Faculty of IT
Office for Information Technology EBZ 424 Projects Web Page
Digital Library Project
Office Technology Management
Extension Services
The New Media Center Project 2011
Institute for Information Technology
English Composition Board
Technology Dissemination Office
Better (far from perfect) List
Offices
English Composition Board
Office for Information Technology
Office Technology Management
Technology Dissemination Office
Institute for Information Technology
The New Media Center
Projects
Project 2011
EBZ424 Projects Web Page
Digital Library Project
?????
Extension Services
Faculty of IT
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Navigation Labels
Created during the design of the navigation
system.
Need to review them for clarity and
consistency. When possible, use what standards exist:
Main, Main page, Home, Home page
Search, Find, Browse, Site map, etc. Contact Us, Contact webmaster, Feedback Help,
Frequently Asked Questions, FAQ
News, Whats New
About, About Us
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Indexing labels
Are crucial to the site.
Usually found in the Meta tag.
Used by search engines.
Should be descriptive and representative of
the sites purpose.
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Link labels
Link labels appear within the text of pages.
The context provides meaning to the link.
Be cautious that the linked item makes sense
relative to the links context.
Examples:
Amazon Project
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Heading labels
Condense into 1-3 words the meaning of
entire paragraphs or pages of information.
User relies on these labels to determine if a
section should be read or not. Must be consistent both in granularity and
visual form.
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Type of Search
Known-item searching
Existence searching
Exploratory searching
Comprehensive searching
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Practice
Working with your project group
Open website http://fit.hanu.edu.vn/uclan
Analyze the weakness and strength of that
website Give some recommendation to improve it.
Submit your work to portal before 17.30
Friday 9th
Sep. Write down your group members name on
top of your work.
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Each group needs only 01 submission by
group leader.
01 group will be asked randomly for 10mins
presentation on next lecture.
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References
Schneider, G (2007). Electronic Commerce. Thomson
Learning. Chapter 8 and 9
Jelassi and Enders (2005) Strategies for E. Business
Creating Value through Electronic and Mobile Commerce Concepts and Cases,
Prentice-Hall Appendix
Papazoglou, M. & Ribbers P. (2006) e-Business: organizational
and technical foundations, John Wiley and Sons, Chichester. Chapter 6
Lawrence, E., Newton, S., Corbitt, B., Braithwaite, R. And Parker, C. (2002)
Technology of Internet Business. John Wiley and Sons, Milton. Chapter 5 pp 75-79