E business lecture

7/29/2019 E business lecture

1/44

CET437: Electronic

Business

Week 4: E-business implementation,

infrastructure and management


2/44

E-business Implementation

a relatively simple and cost-efficient process

Business Plan

Preparation

Capital

Domain

Launching & Marketing


3/44

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


4/44

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


5/44

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


6/44

Domain

must be secured to host the e-business's

website.

Website in e-business = store in brick and

mortar company.


7/44


8/44

Site Design Issues

What is a Web site?

A set of linked documents with

shared attributes related topics

similar design

shared purpose


9/44

Elements of a Website

History, statement of objectives, mission

statement.

Information about products or services.

Financial information.

A way to communicate with the organization


10/44

Difficulties in delivering content

Various visitors need

Differing experience levels

Technological issues

Data transmission speeds

Web browsers

Plug-in software


11/44

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


12/44

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


13/44

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


14/44

Site Planning

Determine goals

Choose target audience

Create a design look

Consider browser compatibility

Consider file organisation

Design navigation scheme


15/44

Lay out


16/44

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


17/44

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


18/44

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.


19/44

Information Architecture

Organization systems

Schemes

Structures Navigation systems

Labeling systems

Searching issues


20/44

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


21/44

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?


22/44

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


23/44

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


24/44

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


25/44

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.


26/44

Hierarchical types

Broad and shallowNarrow and deep


27/44

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


28/44

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)


29/44


30/44

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)


31/44

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


32/44

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


33/44

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


34/44

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


35/44

Labels

Represent chunks of information.

Can be either headings or links.

Closely tied to navigation.

They must be:

meaningful

representative

consistent


36/44

36

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


37/44

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


38/44

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.


39/44

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


40/44

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.


41/44

Type of Search

Known-item searching

Existence searching

Exploratory searching

Comprehensive searching


42/44

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.
http://fit.hanu.edu.vn/uclanhttp://fit.hanu.edu.vn/uclan


43/44

Each group needs only 01 submission by

group leader.

01 group will be asked randomly for 10mins

presentation on next lecture.


44/44

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

Documents

E business lecture