DifferentiationDifferentiation

““Creating and Building an Internet Presence” Creating and Building an Internet Presence” means answering (at least) three questions:means answering (at least) three questions:– What content to use?What content to use?

– What type of atmosphere?What type of atmosphere?

– How should navigation be designed?How should navigation be designed?

DifferentiationDifferentiation

““Standing Out from the Crowd”Standing Out from the Crowd”– What does it mean?What does it mean?

» Competitive AdvantageCompetitive Advantage

» Differential AdvantageDifferential Advantage

» Points of DifferencePoints of Difference

– What do you have to do to get ready?What do you have to do to get ready?» Know where you are and where you want to be in the target Know where you are and where you want to be in the target

market(s)’ mind(s).market(s)’ mind(s).

» Know your target market(s).Know your target market(s).

» Know what you want to do with your web presence.Know what you want to do with your web presence.

DifferentiationDifferentiation PositioningPositioning

– PerceptionsPerceptions– Planned image versus realityPlanned image versus reality– BrandsBrands

» EquityEquity» ExtensionExtension

– How to tell? How to analyze? How to re-position?How to tell? How to analyze? How to re-position?» Perceptual mapsPerceptual maps» SurveysSurveys» Results of SWOT analysis (especially the “S”)Results of SWOT analysis (especially the “S”)

– Don’t forget to include your competitors!Don’t forget to include your competitors!

DifferentiationDifferentiation

Target MarketTarget Market– Who are they?Who are they?

– What are their wants and needs?What are their wants and needs?

– Where are they?Where are they?

– When do they need information? When do they do When do they need information? When do they do their buying?their buying?

– How do they purchase the focal products/services now?How do they purchase the focal products/services now?

– Why do they do all of the above?Why do they do all of the above?

DifferentiationDifferentiation

What do you want your site to do? Be?What do you want your site to do? Be?– Target market is always the focus, but the site must Target market is always the focus, but the site must

make sense too!make sense too!

– Remember the four (rough) types of businesses?Remember the four (rough) types of businesses?

– Does one fit your needs, and those of your target Does one fit your needs, and those of your target market?market?

– Do you need a “hybrid” type, with ideas from the Do you need a “hybrid” type, with ideas from the suggested ones?suggested ones?