htm499 individual project
DESCRIPTION
This is just an outline. I made this powerpoient for fun. :pTRANSCRIPT
Feasibility Study on Website Construction and
Online Marketing
Suh-hee Choi
HTM 499
Individual ProjectFall 2008
Table of Contents
1. Identification of need
2. Identification of market group
3. Business concept
4. Mission statement
5. Decision model
6. Competitor analysis
7. Bottom line questions
8. Website construction and design
1. Identification of Need
The Internet is getting more efficient tool for providing information and building re-lationship with customers
Small-sized restaurants with limited budget should market efficiently with well-made websites.
This project is a feasibility study of con-structing a website for a middle-sized lo-cal restaurant.
2. Identification of Market Group
West Lafayette 43.9% -- 20 to 24 years old 65% -- 15 to 34 years old
West Lafayette + Lafayette 40 thousand people --15 to 34 years old
Main visitors of the website residents of Lafayette and West Lafayette strongly appeal to teen-agers and young adults Purdue University memgers -- high accessibility to the In-
ternet
Online marketing will be effective to our busi-ness.
3. Business Concept
Restaurant concept : entertainment restaurant in class. “eatertainment” concept (Lack of “experiential
restaurants” in the greater Lafayette area run-ning entertainment restaurant will be successful)
Enjoyable atmosphere Website also should incorporate the concept of
being “energetic, fun, noisy, unique, exciting, ac-tive, and open,” as discussed in class.
4. Mission Statement
Paragraph 1 potential visitors of the website the importance of online marketing clarifying the core value we can propose from online com-
munication.
Paragraph 2 website domain name and its appearance characteristics of our website and its structure
emphasized function rather than sophisticated design we will ask a website design company to construct the
template and will utilize the website and manage by ourselves after the construction
Paragraph 3 special service provided
5. Decision Model
Criteria Ideal RealBudget to create and manage website 20 17Potential to provide unique experience 20 19
Potential to encourage customers’ partici-pation
20 19
Potential to attract customers to visit the restaurant
30 25
Efficient marketing tool 30 29Potential for effective website manage-
ment30 27
Consumers’ trend of using websites 20 20Potential to build customer loyalty 20 18
Potential to beat competitors online 20 16Technological development 20 19
Potential customers’ intention of using the Internet
20 19
Total 250 22891.2%
6. Competitors Analysis
1) Casual dining restaurant -- Applebee’s
2) Red Lobster
3) Dave & Buster’s
4) ESPN Zone
7. Bottom-line Questions
Isn’t it an excessive investment to con-struct and use website as a marketing tool? Studies show that website is a good way to
communicate with customers and to induce cus-tomer satisfaction and loyalty, if managed well.
Does online marketing really work? Adequate responses to the customers’ feedback
will significantly enhance the opportunity to lead customer’s satisfaction.
8. Website Construction and Design
1) Websites for small local restaurants – a case study of Chinatown Ice Cream Fac-tory (CICF) in New York City
2) Website construction – budget WPromote (www.wpromote.com) provides ser-
vice to construct basic websites with $1495.
8. Website Construction and Design
3) Website contents Paying attention to meet the five levels of cus-
tomer relationships -- basic, reactive, account-able, proactive, and partnership
concept of our website should be compatible to the theme of our restaurant
energetic, fun, noisy, unique, exciting, active, and open
bright will benchmark the concept that Dave &
Buster’s and ESPN Zone’s websites
8. Website Construction and Design
Logo / Home
Introduction
Menu
Food/Beverage
Game
Bar/Snacks
Location
PromotionContact informa-
tion
mapOnline
Reservation
Customer Ser-vice
FAQ
Membership service
Link toBlogs
Link toUser-cre-
ated Videos
(Youtube)
Registration for Newsletter
Feedback
Link toBulletinBoard
Link toonlineSocial
communi-ties
1.Basic
2. Re-active
3.Ac-
countable4, 5
Proac-tive& Part-ner-ship
4) Additional consideration effective management of online communication
channels is required. Full-time staff members who are responsible
for marketing and customer relations should be trained well to keep track of
our restaurant’s information customers’ trends and participation
8. Website Construction and Design