Burton's Profile Position e-Commerce Solution

8/13/2019 Burton's Profile Position e-Commerce Solution

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Chapter I: The Burton Corporation Proposal

Known simply as Burton Snowboards, is a

private company with its roots in the

snowboard business known as, The Burton

Corporation & is based out of Burlington

Vermont, the perfect marketplace for its

distribution, is the worlds leading

snowboard manufacturer. Its products

include Apparel, Eyewear, & snowboard

equipment such as boots, bindings, and


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mountain backpacks built to the highest

level.

The subdomains, speaking within such

topics as E-Commerce, to which this book

will be based upon, consist of Burton, AK or

the highest of quality apparel, Analog, Anon

Optics, and Red Helmets. For the sake of

this project we will be looking at solely the

Burton Company as a whole, using three

products which will encompass the aspect of

each subcategory which Burton Operates in.

For example, for Anon Optics we will use

an entry level sunglasses/goggles, medium-priced sunglasses/goggles, and high-priced

sunglasses/goggles. We will look at

Eyewear (Goggles and Sunglasses are

Similarly Priced), Snowboards, Boots,

Bindings, Jackets, Pants, Skateboard Shoes,

and Backpacks. Through an outlet of this

writer, weve established that The Burton

Corporation Averages 7% Cost compared to

MSRP. We also know that, this writers roots

having been established in the Snowboard

Industry, working at Outdoor Sports Center


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from age 17-18, that cost to the distributor is

about 50% less than MSRP. Those will be

the two figures we will primarily base our

assumptions off of.

Chapter 2: The Contractual Basis behind the

Numbers:


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Looking at some of the figures, and we will

have to use the 2010 annual report as a

basis, they are the leader of the snowboard

industry in that even though sales are not

reported, it is estimated that they withhold

40% of the Snowboard Market and Gross

About $700 Million in Sales as reported by

Bruce Horovitz of USA Today in 2010.

The problem arises in a false positive, per

say, you see, every 4 years for the Olympics

earns what is estimated to be, well exactly

put, in 2010 the Olympics earned Burton

almost $40 Million Dollars in Free

Exposure, that and the fact that

snowboarding within the Olympics is being

expanded to include slope style & boarder

cross, which will double their Olympic

Exposure to approximately $80 billion

dollars per year, but the problem and

solution would be to expand into FakeSnow operations which we will talk about

further onward.


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The problem is in the fact that Burton is

based as a snow-related company, there has

since been developed the concept of Fake

Snow found herehttp://www.powderpak.net/. This is a very

expensive surface and hasnt been optimized

along with the fact that approximately 75%

of their profits lie between October and the

1stof the year, the point is that they must

allocate this ultimatum in that globalwarming will ultimately send them spiraling

into a declining growth phase and send both

Skiing and Snowboarding into the deceased

phase of their product cycle.

The e-commerce solution is to start with asingle mountain, being in Mountain Creek in

Vernon, New Jersey which already has a

name made for itself and is near bankruptcy

and develop it as the first year round

Powderpak mountain.

The point of this is as follows, Mountain

Creek was until late apart of the great

Intrawest Ski Resort List, but has recently

fallen off, has experienced low profits, but
http://www.powderpak.net/http://www.powderpak.net/http://www.powderpak.net/


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while doing so continued operations and

built the following ski lodge

Not only is this ski lodge built to perfection,

it is only 45 minutes from New York City.


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Chapter 3: The Written Fixed Solution

Proposal

In order to get Burtons branching out into

the Powderpak fake snow market e-

commerce solutions must be implemented. It

is a fact that more than 75% of consumers

search for a product before they actuallypurchase it, that is why Burtons

Powderpak Solution must be marketed via

PPC marketing to, since there is an

estimated sales of 700 million dollars yearly

and it is estimated that only 7% of that is

comprised of their gross margin, their net

margin is approximately $651 Million

Dollars. The Burton Corporation is

Synonymous for not releasing their

statements to the public but we estimate

their net income yearly to be a minimum of

$400 million dollars.

It is also estimated that by 2050 there will be

about a 3 degree Celsius increase in the

average temperature of the globe, when you

factor in the fact that at the current


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temperatures there are about 120 Days to the

Snowboard Season with a 3 Degree Celsius

Increase in the average global temperature

we estimate that by 2050 the average seasonwill be 25% shorter, or 90 Days Long.

This will cut The Burton Corporations

Income from 700 Million Dollars to 525Million Dollars. This means that yearly;

$175 Million Dollars should be invested into

e-procurement solutions for adapting to

climate change. We suggest that Burton

Snowboards Invests $175 Million Dollars

Yearly into developing the Powderpak

Solution.

PowderPak is very expensive, it costs $3.50

or three dollars and fifty cents per square

foot, and the average run is 6,500 Square

feet long and has a width of 30 feet, or, perrun, it will cost Burton for 195,000 Square

Feet per run at $3.50 per run; $682,500, we

estimate that they would need to start out

with at least 5 runs, ranging from Beginner

to Advanced, and this would cost


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$3,412,500. This aforementioned amount

would simply be a set-up fee.

Since Burtons figures are majorly hidden,

we suggest that Burton Partner with

Mountain Creek and avoid the $700 million

dollar price tag that came with it when it

was sold by Intrawest in 2010, or more-so

offer to split the profits with Mountain

Creek due to the fact Mountain Creek would

be available to ride 365 Days Per Year,

since Mountain Creek is in an adverse

capitalistic position.


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Chapter 4: The Written E-Commerce

Solution & Timeframe towards Growth:

Before we give you a number of Graphs to

look into for this e-commerce solution

aspect, we have recommended that Burton

Invest 175 Million Dollars Yearly into the


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PowderPak solution which would expand

their lifespan to an infinite amount, we

simply tote on the fixed figure of $3.41

Million Dollars to Properly Equip MountainCreek with PowderPak.

As we look back, it is not feasible to pay

$175 million dollars yearly of $700 million

dollars in sales towards developing this e-

procurement solution, but we will show your

figures here. Before we do, we look at the

Implementation Landscape.

Invest in Gold SEO Package from Cartoozo:

SEO Gold Package from Cartoozo.com

Price: $1,050

Hours Worked: 100

Pages Optimized: 30

Number of Keywords 30

Estimated Domain Authority (3Months): .70/1

Total Cost (Price * 3 Months): $3,150

For $1050 per month or a total investment of

$3,150 Cartoozo.com will work for 100

Hours for Burton Snowboards. They are the

6thRanked SEO Company in India, and in


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the Top 12 in Both the US and the UK

according tohttp://topseos.com/. They will

send in a Client Analysis Form & build

backlinks in Accordance with Competition.For your investment 30 Pages will be fully

Optimized along with 30 Keywords

Guaranteed on the First Page of Google,

who controls over 75% of Computer

Searches, which are targeted and drive

specific traffic to your site. Some of theBenefits will be in that the More Keywords

you get optimized by & you will get more

traffic. When optimizing for more keywords

you can choose keywords, the biggest factor

being that you can differentiate your

keywords, here are a few examples
http://topseos.com/http://topseos.com/http://topseos.com/http://topseos.com/


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As you can see these are all plausible

keywords to acquire. That being said, the

biggest factor which will be affected by

hiring Cartoozo is their estimated or average

effect on your domain authority. Along with

On Page Optimization & Back linking they

average a 70 out of 100 Domain Authority.

Domain authority, in 21stCentury Business

means everything. This means that Burton


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Snowboards site will have a much greater

hand going for any keyword which is

considered Medium or Below and have

the Authority to fetch high competitionkeywords as well.


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Chapter 5: Recognizing & Reiterating theImplementation Landscape Based on Past

and Future Figures

We have established that the justification

behind the major implementation of

PowderPak is the fact that the Snowboard

Industry and its leader, the Burton

Corporation, are experiencing smaller and

smaller profits on a yearly level. The

justification lies in that as the Snow Season

gets shorter and shorter, what can now only

be described as a surplus of Debt as aPercentage of GDP for The Burton

Corporation will increase from the negative

number it is now, to levels higher than what

were seen by Greece at 94%, to over 100%

to the point where Burton Snowboards is

essentially sunk.

Next we acquire and develop the e-

commerce solution for Burton Snowboards

in implementing a fake snow operation


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which is per say an e-commerce solution in

that at some point it may be justifiable for

Burton to acquire PowderPak, and

necessary, and the implementation of thetechnology can only be described as an E-

Commerce System.

Chapter 6: The E-Commerce System |

Implemented


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What is necessary to implement an e-

commerce solution is the fixed cost of

$3.412 Million Dollars to implement the

PowderPak solution on the slopes ofMountain Creek to be marketed, being that

the marketing of the project is the e-

commerce solution. This marketing will be

done via the web. There will be a fixed cost

of $3,412,000 for the PowderPak a 3

Month cost to build domain authority andacquire targeted traffic using Cartoozo.com

of $3,150, then what is needed is the

readiness for The Burton Corporation to

implement this operation system and use the

E-Procurement System of Search Engine

Optimization, we also recommend a Search

Marketing Campaign using Google

AdWords with a budget of an additional

$5,000 monthly.


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In going with a targeted CPC campaign we

suggest a different approach in using about

12-15 Targeted Very Highly searched and

High Competition Keywords such asthese

We recommend using Auto-Bidding with

a Max CPC of $2. This Auto-Bid is

currently set at $.63 Cents at a $1.26 Max

Bid but increasing the Max CPC to $2 will

raise the Auto-Bid to about $.90 Cents or

so and drive large amounts of targeted

visitors to Burtons e-procurement solution

in PowderPak to save the sport of

snowboarding.


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Chapter 7: Looking at How to Succeed | The

Dollarized Benefits:

There are three different outlets for E-

Commerce Investment Categories for this e-

procurement system. There is the first being

the fixed cost of $3.412 Million Dollars in

implementing the PowderPak Solution

into Mountain Creek, a fading mountain that

has potential due to its proximity to New

York City being only 45 minutes away.

Then there is your Search Engine

Optimization which will give the Burton

Corporations PowderPak site at least a

domain authority of 70 out of 100 and will

cost $1,050 a month; we recommend that theowner invests for 3 Months for a total SEO

investment of $3,150. Finally there is your

EC Investment Category of Pay per Click

Marketing. This is a very targeted list of 12-

15 keywords using the outlet of Google

AdWords which drives consumers lookingto have a vacation to the PowderPak site.

The benefits are this, for implementing a

PowderPak e-procurement solution into


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just a single mountain, Burton would

experience sales in the entire New York City

area and suburbs comprised of

approximately 20 Million People in the Tri-State Area Alone. Thinking there are about

10 times that in total consumers of

Snowboards, and total sales equal $700

million per year, we estimate that

snowboard sales year round increase 10%,

or 70 Million Dollars per year, that is justthe first dollarized benefit.

Then there is the Search Engine

Optimization Benefit, we will work using

yearly costs, so the yearly cost is $12,600

with 30 New 1stPage Keywords every 30Days, Cartoozo.com estimates that there is a

350% monthly jump in traffic each month

invested at the gold level, this would mean

that, well see this graph by Compete.com

from May 2012


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This graph tells us two things and is the

closest thing to an estimation we could

gander seeing as Burton does not release

their Sales Figures. What this tells us first

off is that in December their traffic isapproximately 3 times the 50,000 Unique

Visitors that Burton Averages during the

snowboard seasons Off-Months. What this

tells us is that a PowderPak solution

would render a steady flow of traffic near

the 150,000 Visitors per month level year

round. This also tells us that using

Cartoozo.coms SEO Services their traffic

would increase by a minimum of 200% per

month. This means by month two on the

average month they would be averaging


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100,000 Unique Visitors and by Month

Three they would be averaging 200,000

Unique Visitors.

Then there is your targeted $5,000 per

month CPC campaign, with a Max CPC of

$2, you can estimate that Burtons average

price per click would be somewhere around

$.25 cents, at the $5,000 per month level

thats an additional 20,000 Visitors per

month, every month.

This estimates the Traffic going to The

Burton Corporation by Month Three to be

Steadily at about 250,000 Unique VisitorsPer Month.


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Chapter 8: Estimating Conversion Rate &

Profits from Implementing & Justifying The

Burton Corporations Proposed E-

Procurement or E-Commerce Solution:

We have established an estimated steady

monthly traffic of 250,000 Unique Visitors

Per Month forhttp://burton.com/.That being

said, Cartoozo.com is synonymous for

having a 5-7% conversion rate and using the

Vacation Related keywords I have put

together I estimate about a 5% conversion

rate on unique visitors. The average sale

Burton makes according to CNN

Moneywatch is $1,250 due to the high

fluctuations in the cost of a single BurtonCorporation Widget. Well, lets digress, at

50,000 Visitors Per Month, or about 600,000

Visitors Per Year They average

$700,000,000 Million in Sales, or $14,000

Dollar Profit Per Consumer. Simply put, if

you increase that to 250,000 Visitors youwould make $3,500,000,000,000 or $3.5

Trillion Dollars per year.
http://burton.com/http://burton.com/http://burton.com/http://burton.com/


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Chapter 9: What Happens Next?

This would not only justify the investment,

but put Burton Snowboards on the map as

one of the top 1,000 Sites in the World.

They would have $3.5 Trillion Dollars of


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yearly estimated revenue. If you calculate it

costs about 3.5 Million Dollars to Build a

PowderPak Mountain, having 5 7,500

Foot Long Trails Per Mountain, With $3.5Trillion Dollars their investment would

seemingly, nay, completely be justified.

They would see at least 500% growth in 3

Months and acquire targeted visitors for a

lifetime, and make the Burton Brand last

lifetimes to come.

Their ability to control not just the

Snowboard and Ski & Snowboard Goggle

Market would branch their systems and

operations via the fair market value of their

business at $3.5 Trillion Dollars in YearlyRevenue and a solid Online Presence. The

website would have been developed to be

Search Engine Optimized, they would go for

3 Keyword Per Page, 70 Character Titles &

H1 Tags, 140 Character Call to Actions in

Meta Descriptions and H2 Tags, H3 & H4Descriptive Tags, and 500 Words of Text

Per Page with each keyword put within each

paragraph two to three times.


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It is simple to benefit from your online

presence, it has been proven that you need a

solid online presence to provide clear

communication between the customer andthe publisher, brick & mortar business, and

so on. As internet marketing expands The

Burton Corporation, it leads to innovation

within the Company, Burton begins to go

public, exercises its scale profit in going

public and acquires patents, and so on andso forth. It establishes its already strong

presence on Social Networks even further

such as LinkedIn, Facebook, and Twitter,

and increases customer satisfaction overall

by providing a higher quality profit due to

the ability to earn a lower margin on sales

due to a higher out flux of sales.

Documents

Burton's Profile Position e-Commerce Solution