WWEEBBSSIITTEE PPRROOPPOOSSAALL
AAnnddrreeaass
Kaitlin Andreas
Digital Marketing
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Table of Contents
Page Number
Executive Summary 3
Marketing Objectives 4
Demographics and Psychographics 8
Behavioral Analysis 9
Persuasive Defense 10
Budget 11
Press Release 13
Press Defense 14
Web Pages 15
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Executive Summary
At Andreas boutique we are focused on expanding our business and improving our revenue.
We feel the decision to start up a store website would be extremely beneficial to our company. At our brick
and mortar store we offer women’s ready to wear clothing for the professional working woman. She is
between the ages of her early 20s to mid-30s. She has a career that requires her to dress professionally, but
she also has a full social calendar as well and we offer clothing that is easy to alter from work to play. Our
website would offer merchandise that is similar to what we offer in our physical location.
It is extremely important and crucial for our business to have an up and running website that
consumers are able to purchase from because these are busy women. Their schedules are full so they don’t
have much time to shop. Our website will allow them to shop from home without the hassle of traffic,
limited time, gas money, and any other reason that might stop them from coming into the store. These
women are also tech-savvy; they are very knowledgeable about the latest technologies and keeping up with
the internet. Most of them already do their shopping online.
A website will also allow us to reach consumers who are not in traveling distance to our
brick-and-mortar location. We can broaden our market and offer our services to people in other cities, states,
and countries. A website will allow us to bring in more revenue and earn a higher profit. Competitors are
staying ahead with their websites and finding more and more ways to reach their consumers and the only way
to really keep up with them is to find out what works best and do it first, but the first step is to catch up.
Creating a website would be completely beneficial to the company and expand our business further into the
market.
We believe as a company that our customers are our number one priority and in order to
satisfy them we have to meet their needs and make sure they feel safe and secure. Our proposed website
fulfills these requirements. We are providing consumers with an opportunity to shop our business at their
own convenience, as well as, the ability to go beyond shopping and experience what many other websites do
not offer with our exclusive features link. Our secure shopping cart system lets our consumers know that by
shopping our website they are protected from theft and phishing.
We want users to find our website easy to use, inviting and fascinating so they keep coming
back to shop, as well as, find new features that we have added to the website or special promotions we may
be offering online. We want Andreas to become the new and favorite store that everyone is talking about and
by creating a website we have a new way to interact with our consumers. We predict Andreas will become the
new affair . . . love affair, that is, that our shoppers won’t be able to hide from their friends and family.
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Marketing Objectives
The following points cover the objectives and goals we plan to reach for Andreas
Boutique based on the production and utilization of a store website. These objectives will help to
guide our business through the decision making, and are based on finding new ways to satisfy
consumers and keep our profits rising.
An opportunity for an extra source of revenue.
Timeline: At the start up of the website and remaining throughout the
business’s continued operation.
o By starting a website for Andreas Boutique we have the ability to sell our merchandise online
and ship it to our customers, so revenue isn’t just coming from customer’s who shop our
brick and mortar location.
o People are busy these days and so the chance for our customers to shop online allows them
to shop from home or anywhere else when they don’t have time to come to our physical
location.
Lower advertising expenses.
Timeline: Within the first two or three months. Advertising may be
necessary to jump start the website and build consumer knowledge about the
operating virtual store, but plan to lower the advertising expense as soon as we
know word is out.
o By entering the technological world, we can set up social networking sites that allow us to
reach potential consumers throughout surrounding areas without having to spend thousands
of dollars on advertising. The sites would contain direct links to our store website, so people
can check out our merchandise and start buying though a few easy clicks.
o We would also get in contact with other businesses throughout the area that our consumers
visit, for example restaurants such as The Melting Pot and 520 Bar & Grill, and set up a
couple reciprocal linking functions that people who are interested to visit our site from theirs
and vice versa.
Locate new market areas we can expand the business.
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Timeline: Within the first 18 months to two years. It is important that we
thoroughly research possible market areas, and we don’t try to expand too soon
before we are positive that we are making the right decision.
o Using Geo-location services we can track areas were our website gets a large number of
impressions and find new geographic locations that would be beneficial areas to expand our
brick and mortar store.
o Our website will allow us to saturate different market areas that are lacking the products that
we sell and based on feedback received by consumers we may find highly opportunistic
locations that would greatly improve the success of our business, which we never would
have found without the help of our website.
Use the World Wide Web as a channel for less popular items.
Timeline: At the start up of the website and remaining throughout the
business’s continued operation.
o Items that may not be selling well in our brick and mortar store we can display on our
website. There is a greater chance they would sell over the internet because more people
would be able to view the product.
o Certain products that aren’t resulting in a high turnover may be a factor of seasons or colors
that are not compatible with the physical location of the store. By allowing browsers in
different geographic locations to purchase these items we have the opportunity to move the
product out of the store which will make room for new merchandise that will sell faster.
Utilize a link exchange with companies who maintain a similar target audience without taking away
business.
Timeline: Within the first month and remaining throughout the business’s
continued operation.
o By partnering with other businesses who target a comparable target market, but who are not
direct competitors, we have the chance to reach possible consumer who may not have
otherwise known about our company by displaying links from our website to theirs and vice
versa.
o Consumers are more likely to shop our store if they know we support other businesses
within their community and by sharing link exchanges we are not only trying to promote our
business, but we are also helping promote theirs’ as well.
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Increasing overall sales by increasing consumer’s interest in our store.
Timeline: At the start up of the website and remaining throughout the business’s
continued operation.
o By creating a website that is engaging and interactive, such as our exclusive features page that
is accessible to users who activate their own personal account we can not only create an
interest in our product, but also in the business as a whole and what we can offer aside from
strictly merchandise will ultimately increase our sales.
o By utilizing our website to display special events that are happening in store, or special
features online, like streaming videos we can increase traffic through our website and our
brick and mortar store.
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Demographics
At Andreas, our main focus is to target women between their mid-20’s and mid-30’s. This also
includes women as young as 18 up to the early 40’s who dress to feel older or younger and can also be
included among our primary target consumers. Our ideal Andreas shopper is a single or married woman with
no kids who has plenty of disposable income to spend on herself. Our prices at Andreas are set at a mid-price
range so our model consumer would have a college education, more specifically a Bachelor’s Degree and a
mid to higher income.
Psychographics
Free time for our typical Andreas consumer is spent going shopping at stores such as,
Nordstrom and Anthropologie. Bikram Yoga is popular among our target audience because they like
to stay fit and in shape. Many of our consumers have stories from the many trips they have taken
around the world. Favorite shows include: Lost, Grey’s Anatomy, and The Bachelor. Andreas
consumers listen to many genres of music. Country, rock and pop are all popular. Movies also range
from comedies, romantic comedies, action and horror.
Based on their lifestyles, social activities and hobbies we can assume that our primary
consumers fall into the VALS categories of Innovators, Experiencers and Thinkers. Our younger
consumers most likely fall into the category of Experiencers, while the more mature, career oriented
consumers more than likely fall among the Innovators and Thinkers.
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Behavioral Analysis
Our targeted female is always plugged in to
technology no matter where she is. She is a very tech-savvy
individual and keeps up to date on the latest features and
gadgets. She works by day and is social by night and she
manages to keep up with both. She owns the latest
Smartphone so she can access her e-mail and social
networking sites no matter where she is, even if she isn’t out
of bed yet. She has a countless number of APPs that keep
her entertained. She is constantly updating her Facebook
and Twitter to keep in contact with friends and family and
her email is set to notify her whenever a new message arrives, so she is continuously checking in.
She recently purchased the latest iPad because it’s more convenient to keep with her than her
computer.
In order to keep up with the news and current affairs happening around the world her
homepage is set to CNN.com where the updates are by the minute. She also has a number of sites
she visits religiously throughout the day when she has a spare moment. Sites like Vogue.com,
YouTube, Hulu, and Pandora are among her favorites so she can stay up to date on the latest
fashion, videos, television and music. Because of her job and social life she doesn’t get much time to
go out and shop so she is often browsing through new merchandise that is offered online from
some of her favorite retailers. It has become a ritual every night before she goes to bed to check in
with her e-mail and social networking sites one last time.
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Persuasive Defense
Www.AndreasBoutique.com is a URL that many people will be adding to their list of
favorites. The main focus of our website aside from making it a secure safe website to protect our
consumers from becoming victims of credit card or identity theft, we will be focused on creating a
site that is appealing and keeps users returning. The color palette and layout will be attractive and
comfortable for the women in our demographic as well as, tying in the environment of the store. We
don’t want to overwhelm our customers with bright colors because it would be too out of character
for our business. Our store portrays more of a relaxed, calming vibe, which will not only be
represented by the colors we display, but also by our photographs as well. We also hope to gain
interest with our “Exclusive Features” webpage which is accessible to users who sign up an account
with our website. This page is to provide links that may be of interest to our consumers. It will also
construct for a more interactive site and sends users the message that we value their loyalty and put
the extra effort into making them feel as if we are interested in more than just selling them
merchandise. Customers will also be able to access our social networking pages through our site.
According to Research Brief’s August 5th, 2010 article “Women Shaping the Web” social networking
sites reach a higher percentage of women than men globally and women present a higher
“engagement” with social networking sites. This news is beneficial to us seeing that our targeted
demographic is female. With these features we hope to gain a greater number of impressions;
therefore, we will be able to tell whether or not our site is serving a purpose.
One of the challenges we will encounter with a website is the loss of face to face
interaction with our customers; as a result, in order to still be able to suggest other products for the
possibility of an upsell we have to alter our selling strategies. An important feature we have chosen
to create a suggestion box that will appear once a customer clicks on a specific product to view. The
suggestion box will appear on the right hand side to give them ideas of other items they might be
interested in based on the specific item they recently selected. They can then click directly to one of
those products to make another purchase if they choose. Once the purchase is made and the
checkout process is complete an automatic responder will send an e-mail to their personal address
confirming that their order had been placed.
Another challenge is the possibility of becoming one of the millions of websites that
have gotten lost among the deep web. In order to prevent this we have created a list of terms and
keywords that a browser might type into a search engine. These terms would place us higher on the
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list of results which will ultimately increase the amount of traffic throughout the website. These
keywords would also include common misspellings and popular searches in order to make
www.AndreasBoutique.com easier to find.
These key words include:
Andreas
Andreas Boutique
Andres Boutique
Andrew’s Boutique
Andrea’s Boutique
Bellevue Boutiques
Seattle Boutiques
Bellevue Shopping
Seattle Shopping
Washington Boutiques
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Budget
IT (Information Technology) person:
$70 per hour
Estimated time: 90 hours
Total for IT: $6,300
Norton 360 All in One Security:
Two year download $134.99
Secure Shopping Cart:
$39 per month
For one year: $468
Register URL with Google and Yahoo:
Free!
Register ad words with Google:
Daily Budget: $10
Monthly Cost: $300
For one year: $3,600
Register domain name:
GoDaddy.com Bulk Pricing:
1-5 names for 1 year: $11.99
Product photography:
Artist Eye Portfolio:
Hourly Rate: $115
Estimated Time: 40 hours
Estimated 4 Product shoots per year
Total for Product Photography for 1 year: $18,400
Portrait Photography
Artist Eye Portfolio:
4-hour photo shoot: $550 (includes 1 hours retouching)
Location Fee: $195
Estimated 1 locations per month
Total for portrait photography for 1 year: $8,940
Estimated Total for Start Up and First Year: $37,855
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For Immediate Release
Andreas Boutique Contact: Kaitlin Andreas
200 Plaza Building 210 105th Ave NE
Bellevue, WA (509) 594-6533
Andreas Boutique – A Love Affair Too Good To Hide
Andreas Boutique would like to introduce the new, up and coming production of our store
website. Now, consumers can shop our boutique anytime and practically anywhere! Find out about
new merchandise, connect to social networking profiles, chat live with a stylist and even find out
about upcoming trends through our highly interactive site.
This new opportunity to shop and search merchandise is predicted to be a fun,
helpful, and an exciting chance to find sweet deals on merchandise! Andreas Boutique is located in
the heart of Downtown Bellevue, but for those who are geographically challenged, we can now be
found on the World Wide Web at www.AndreasBoutique.com . This new coming attraction will be
available to access August 1st, 2012, so mark your calendars and get ready to shop like you’ve never
shopped before! At Andreas Boutique we have chosen to “go global” in order to reach new markets
and bring exciting new shopping experiences to consumers worldwide!
You won’t want to forget August 1st! This is going to be one affair that you just can’t
hide (or stop) . . . so, let all of your fashion friends know because it’s too good to not shop and tell!
For those who just can’t wait find us on Facebook and follow us on Twitter . . . or just come see us
in Bellevue!
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Press Release Defense The press release for the launch of our Andreas Boutique website will be released to Seattle
Magazine, D-List Magazine and Women’s Wear Daily. We have chosen Seattle Magazine and D-List
magazine to publish our press release in order to promote the start up of the website throughout the
area our brick and mortar store is currently located. Women’s Wear Magazine is a daily is the
international “fashion bible”. In order to promote the opportunity to shop our website among
people who are not located in our geographical position we have chosen to reach our fashion
forward consumers through this popular channel. We are hopeful that once the word gets out about
the startup of our online company it will continue to spread and our worldwide business will
prolong the success and jump start the expansion of our boutique.
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Andreas Home Page
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Andreas Exclusive Features Page
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Andreas Apparel Search
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Andreas Shoes Search
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Andreas Accessories Search
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Andreas Order Screen
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Andreas Checkout Screen
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Andreas Site Map
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