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Our Team ………………………………………………………………………….
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Vision and Mission ………………………………………………................
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The Research ……………………………………………………………………..
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Five Forces Model ………………………………………………………………. 11 Swot Analysis ……………………………………………………................... 12 On-Demand Strategy: The Tactics …………………………………………
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Business Model Canvas ……………………………………………............. 14 Consumer Personas and Journey Maps ………………….................... 15 Strategic Plan ………………………………………………....................... 20 2
“What motivates me are people, soccer and the desire to learn. I am studying finance and a minor in economics at USFSP. I expect to finish my degree this spring and finish with this walk. During my free time I like to play soccer, read and discover new places even if is the other side of the road on my neighborhood. I believe I’m part of an equation, and for that reason I try to listen, share with others and accomplish change. In my part time job, I have the opportunity to learn different roles responsibilities, skills and the opportunity to meet great people. As a Finance major, I put a lot of my free time on learning about macroeconomics, financial markets and securities. I never get bored about the financial world because there is always something new going on. My dream is to reach a high level of knowledge and experience to make the right decisions in the real world. I believe past experiences with projects, reading annual reports of companies and their challenges are going to help develop a good strategy to achieve a goal.”
“I am an enthusiastic, hardworking college student and service professional who is eager to gain experience in Database Administration, Systems Analyst/Development, and Information Systems Management. Well-rounded in several positions of customer service, I am capable of working under pressure, multi-tasking, and functioning as a team member as well as on my own initiative. With many years of experience in the hospitality industry, I’ve worked with numerous variations of information systems implemented for the benefit of a business, its employees and customers. This industry has helped me gain a great attention to detail, and has sharpened my critical thinking and problem solving skills. I am currently a Senior at USFSP and also work full time, therefore have a great understanding of the value of true work ethic, along with the skills to manage resources and time wisely. In my free time, I enjoy soaking up the sun at the beach, a good gym or yoga session, attending a live sporting or music event, and playing with my corgi pup. “ 3
is a Finance major at USF who is minoring in Information Systems Management. He currently works for the City of Largo in the Recreation Department where he has been for seven years starting their shortly after graduating from Northeast High School. In his spare time, he likes to hang out with friends and family and enjoys travelling such as going on road trips. Some of his personal future goals are to graduate with his degree within the next few months and begin his career within a financial field. Daniel is a dedicated hard working person who is determined to become successful and encourage others to pursue their own dreams and goals in order to better themselves in life. Willingness to help others where he can and provide moral support and offer input are just some of Daniel’s strongest traits which are vital when it comes to working in a group as without it, there is no way for a group to achieve their desired tasks.
is a senior at the University of South Florida Saint Petersburg campus studying accounting with a minor in marketing. She is the gallery facilitator for CASS Contemporary and the owner and operator of Burntout Barbie, a cutting edge clothing and accessory line with an emphasis on alternative fashion. As an accounting major and small business owner, Natalie has grown accustomed to working hard and managing her time in order to maintain her grades and develop her business. She hopes to one day expand her small company across the United States and overseas. Creativity is one of Natalie’s strongest traits; a quality that many wouldn’t predict in an accountant. She designs all of the clothing and accessories for Burntout Barbie and manages to simultaneously handle all of the financial and logistical aspects of the business. Competency is an important quality in a small business owner who also works part time at an art gallery, attends school full time and holds an active role in multiple clubs and organizations. In order to maintain her grades and good standing within all of her obligations, Natalie consistently completes all tasks at hand in an efficient manner.
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is a senior Marketing major at USF St Petersburg. In her free time, you will find her grabbing a drink with friends’ downtown, relaxing on the beach or attending music festivals and concerts. She enjoys the creative side of marketing rather than the research side, and plans on going into the event management/sales field for a reputable company once she graduates. Samantha has recently finished working as an event coordinating intern for an event venue in Tampa, Florida and currently works as a front desk receptionist for a day spa in Downtown St Pete. From a professional standpoint, if she could sum herself up into five words, they would be: sociable, creative, coordinated, self-motivated and easy going. through her lessons in work, previous internships and school, she has learned the importance of being able to acknowledge her strengths and weaknesses, especially in a group setting. Samantha is a strong believer in the saying “everything happens for a reason” therefore she feels that each member of a group is placed there for a reason and each member will bring a unique and essential quality to the group.
Is a double major in both Accounting and Finance and I am expecting to graduate in the fall of 2016. I am currently working part time as an assistant bookkeeper and I am part of Delta Sigma Pi, which is a Professional Fraternity. Last summer I went on a month long trip to Europe with 40 strangers and during this trip I developed a new self identity. I learned to say yes to any challenge and to face all new obstacles head on. I was able to appreciate all types of culture and did amazing in a month span such as see the Eiffel Tower, climb the Switzerland Alps, and cliff dive off the Cinque Tierra Italy in a month span. I enjoy being an Accounting major because of the idea of going to an unknown business and learning how they operate and to help them become better is a an exciting and tough challenge that I can’t wait to do. During my college career, I learned how to operate in a group setting and I have been a group leader of people who have helped to participate equally and we have gotten an A on our project. I always strive to communicate with my group and always do 110% in every task. 5
Mission To create a more Customer Oriented Strategy for Valpak’s Home Service Sector in the most innovative way possible.
Vision
To be the most effective advertising medium at generating business for our clients. To engage consumers and motivate them to do business with our clients through delivering interesting content and compelling offers through the mail, online and mobile. 6
The On-Demand Economy is defined as the economic activity created by digital marketplaces that fulfill consumer demand via immediate access to and convenient provisioning of goods and services.
An estimated $465 billion market
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Valpak has several competitors in the multi-billion dollar home service industry: Amazon Home Services offers 900 professional services in 25 different cities, three of which are in Florida (Miami, Tampa, Orlando). Its selling platform is based on their customer guarantee policy, which offers money back if the customer isn’t satisfied with the service. Additionally, the high quality convenience of making it very simple for customers to search and schedule appointments with just a few clicks, has been driving in customers. Amazon as a brand in general has also done their new home services sector a great deal of justice since Amazon has such a positive reputation nationally. Angie’s List has Recently taken advantage of the mobile consumers by introducing their new smartphone app, SnapFix. The app allows homeowners to take a photo of the repair job needed, talk a little about what they want done in the job and then select different time options they will be available for a technician. Just like the Amazon Home Services, this touches on the concept of convenience for consumers. Google Home Services has also taken the mobile route as they have recently paired up with Homeadvisor. Homeadvisor sends google service professionals that have been screened and background tested to be featured on the google search page. In other words, advertisements for the different services each repair technician offers will come up whenever homeowners are searching. Customers are also given the opportunity to go through the different reviews people have given the contractors.
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Consumer’s have a growing appetite for greater convenience, speed, simplicity, and efficient experiences. This is in part to immediate access to messaging, e-mail, media, and other online functionality through smartphones, which on average is checked over 150 times per day (or every 6 minutes). Goods and services, and information about goods and services is at the fingertips of consumers. With these trends come issues regarding Quality & Reputation. o 61% of customers read online reviews before making a purchase decision o 63% of customers are more likely to make a purchase from a site with user reviews Additionally, consumers preference is changing on how they receive their information o 43% view information gathered from their laptop or desktop o 29% through smartphones o 5% through print sources When it comes to implementing a successful On-Demand service TRUST & EASE OF COMMUNICATION between the supplier and the consumer in real time is also KEY o A few ways to achieve this is with the use of o 1| Payment Platforms 2 | Pervasive Connectivity 3| Reputation Networks. o Together they create a foundation of trust that enables sharing, face-to-face transactions, and customized service. It also allows consumers to view all of their options and at the best price that fits their needs.
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Valpak’s Marketing and Customer Service Communication Marketing communications are the messages used to communicate with a market and customer service communications are the interactions between the employee and the customer in order to satisfy customer needs.
Valpak’s customer service communication: If a customer has a concern and would like to contact Valpak for support, the customer can locate a “contact” option on the Valpak website. This leads to a contact form, rather than a customer support phone line. Valpak’s marketing communication: Valpak tends to communicate to the market via word of mouth, or buzz marketing. The company is established within the community and tends to make gains in their customer base by common knowledge and discussion.
The Paper Coupons that are currently used create a presence, keep loyal users and can be combined. However, the On-Demand Economy is here to stay, and now is the time to put it to use in our business plan. Valpak currently has a mobile app and online presence, but it could be further developed to cater to changing consumers needs. o On-Demand Home services Opportunities: Valpak needs to squeeze opportunity out of new technologies, progressive economic conditions and their already established trust with consumers. o Evolving technology: Mobile devices and detailed individual data customizes on demand home services needs. Faster CRM platforms help ease access and predict trends . Any business that doesn’t have on demand service yet likely will. o Economic conditions: Medium and long term economic conditions are positive for the U.S. Real GDP growth is expected to be above “2.4 %” in the future. o On demand Growth: On demand economy home services are still in early stages. According to PWC only 44% of U.S consumers are familiar with the sharing economy. Of those familiar, 19% has engaged and 72% see themselves being consumers in the next 2 years o Develop Trust: Valpak has the opportunity to attract new customers because is a sound trusted brand. New or existing competitors lack this opportunity. 10
1 Supplier Power o There is a high concentration of suppliers, and many buyers. o Buyer switching costs, the cost of switching from one supplier’s product to another supplier’s product, is low due to the various options consumers have for home services. People could also choose to do the work themselves. This creates a low bargaining power for suppliers. o In some instances, buyers aren’t price sensitive, are uneducated on the home service or unable to do it themselves due to its complexity (ie. roofing, large scale renovations, etc…) ,so supplier power is high o There is a non-exclusivity with home service companies
2 Consumer Power o There is a very high population of consumers in the home service market. o There is also low switching costs in the home service industry due to the numerous options available, therefore buyer bargaining power is high. o Due to the numerous amount of substitute home services on the market, buyer power is high
3 Competitive Rivalry o There is a high number of firms in the home service industry. o Even though On-Demand economy for the home service sector is relatively new, many new companies are emerging, creating an all around competitive arena in this market. o Moderate-low exit markers, and low switching costs
4 Substitute Services o The industry has a large amount of competitors/substitutes, therefore switching costs are low o There is a high satisfaction of performance along with price of substitutes
3 Threat of New Entry o Moderate-low cost to enter the home service sector o Moderate-High cost of brand development o This leads to a high level threat of new entry for new businesses to enter into this market and steal consumers by using compelling incentives, better quality contractors, and competitive prices
Industry Dynamics o Rivals are a mix of small industry based companies (for example, Handy) and large companies that have introduced the industry sector (for example, Amazon Home Services) o According to CCB insights and c-net.com the on demand financing trend continuously grown from USD 11 $57M in 2010 to USD $79M in 2014 and is poised to hit USD $140 in 2015.
Strengths
+ Brand Recognition + Mass Marketing Distribution + Consulting + Customer Loyalty + Strong relationship with small/medium local businesses + Established Production Process + Provides a variety of companies in coupon distribution
Weaknesses - Impersonal Customer Communications - Mobile App needs to be revived - Only target specific cities across US - Minimal Social Media Presence - Lack of incentives/promotions - Behind in use of innovative technologies - Not on a global scale as some of their competitors - Services not as utilized as wanted
Opportunities + Utilization of new technology and mobile applications + New Markets: Local or International + Positive Economic Growth + Paper Coupon multiuse. + Client Alliance-Local deals
Threats
- The Next Generation - Increase in Paper-Less Coupons - High Competition - Legal issues - Rise in cost of paper - Economic Downturn - Potential high inflation - Decrease in consumer spending/use of services
Valpak Can Engage Customers Before By Developing a survey that analyzes demographics, personalities and needs of the consumer in order to personalize and tailor the coupons within the mailers. This is a method will benefit older customers or those that prefer the paper route as opposed to digital couponing and communications. Creating and prompting a digital survey in the Valpak app for current and future app users. This is a method of gathering information on younger or more tech savvy and digitally comfortable customers. Sending out a mass email to Valpak coupon users notifying them of a new trends or events plus a profile personalization feature and linking to the survey that can help improve their couponing experience.
Valpak Can Engage Customers During By Sending a courtesy reminder via email about a customer's’ scheduled service Providing the consumer with a customer service phone number for immediate assistance or an option to live chat to quickly address problems Prompting customers to post before and after renovation pictures to social media outlets (Instagram, Facebook, etc…)
Valpak Can Engage Customers After By Creating a post hoc survey to customers once they have received their services. The survey can contain questions regarding their experience with the service provided as well as inquiries regarding the usefulness of the coupon used. Valpak can use the information gathered to better understand what each type of customer is looking for in a home services coupon. Entering customer into sweepstake when they review service Home Improvement “Wish Lists” for future renovations to be purchased by customers or gifted by others Personalized Customer surveys with questions regarding current coupon offerings, quality of Valpak’s customer service and quality of the service provided by the home service professional will be sent to current customers after a home service appointment/booking. When a customer takes time to complete the survey, they will be guaranteed and instantly sent a special discount to apply to a future home service booking with Valpak. Holding monthly sweepstakes where a current Valpak customer can enter to win a $100 gift card that can be applied towards their next Valpak home service Offering a rewards point/star after a Valpak customer leaves a review about their home service appointment. For every 10 stars (or points) a customer receives, $10 off can be applied to their next home service booked. Annual & Monitored Performance Metrics
Measure user traffic rate and mentions of home improvement projects on Social Media, Google and clients books. Retention rate of customer's, use of coupons, and satisfaction surveys Number of App subscribers & subscriber growth rate 13 Revenue and profit margin growth rate
Google AdWords Savings.com WillowTree Apps Favado
Direct Mail Loyalty Cards Digital Marketing Website- Development Call Tracking Search EngineOptimization
Price Jump Trusted Businesses High-Quality Services Low Costs Online Market
Fix cost: Plant, equipment, contracts. Variable cost: Paper supplies, Labor, utilities, Research and development.
For consumers: “open the neighborhood�deals that will blow you away For Businesses: Custom Built Marketing campaign that Meets Your needs and budget For Franchise Owners: Helping Businesses & The Community
Personal Long Term Trust Loyalty Expertise
Print Products Digital Services & Applications Business Selection Online & Offline Media
Boomer Homeowners
Tech-savvy Millennials
Bargain Hunting Married couples
COX | Automotive | Enterprises | Media Group Advertising
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The Retired Money Saver o o o o o
68 year old retiree from Waynesville, North Carolina Annual income from retirement benefits: $35,000 Lived in same home for 30 years Likes Golfing, Hiking and going to Florida for vacation “Loves to save, hates to spend”
Jerry has worked hard his entire life and is now in the that stage of his life where he wants to enjoy himself without spending frivolously and find the best ways to do so such as couponing and using services such as Valpak when he is in need of home repairs or other kinds of home services that he is not capable of doing by himself.
Jerry arrives home from grocery shopping at Aldi.
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He goes to his kitchen sink to wash off his fruits and vegetables.
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He turns on the faucet to find that the water is coming out brown.
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Jerry tries to fix the faucet problem himself, but finds that he has made the problem worse.
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He realizes he will need to find a plumber to come out and fix the faucet.
Jerry goes to grab his phone book and finds that all of the numbers are outdated.
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Jerry searches through the Valpak envelope and notices many coupons for home services.
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He remembers that he has received a Valpak envelope in the mail yesterday.
He finds a coupon for a local plumber for 20% off his home service.
Jerry calls the plumber to set up an appointment.
The plumber arrives at jerry’s house the next day and fixes jerry’s faucet.
Jerry is satisfied with the service provided and is happy he has saved money.
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The Educated Newly Weds
Residents of Pasadena, California. Meredith, 32, is a college graduate of UCLA with a bachelor's in Economics. She is now pursuing her MBA at the University of Southern California. Dean, 29, is a college graduate of California State University, Northridge. They have an average annual income of $250,000 and purchased their first home in November 2014. “Settled in and ready to personalize and upgrade our new home!”
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Branding: • Apple products • House of Cards • Hulu • Nordstrom • Wine tasting • Running groups • Whole Foods Technology: • iPhones • Bluetooth headset • Apple watch • iPads • Macbook • Apple pay
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Can be found at: • Beach • Gym • Bookstore • Target • Local Breweries • Country clubs Apps: • Instagram • Facebook • Twitter • Parascope • Google+ • LinkedIn
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The Collins are in the living room listening to the radio and enjoying dessert after a long day of working.
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They realize it would be easier to hire someone rather than try to install themselves.
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They call best buy and sears to compare installation pricing and ease of scheduling.
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They hear an advertisement for surround sound installation.
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They post a Facebook status asking their friends for recommendations on brands.
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Although sears is a better deal, they schedule an appointment through Valpak with best buy.
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They talk about the benefits of surround sound. They love music and movie nights and decide to go for it.
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They look up sound bars on google and research the level of difficulty in installation.
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A friend replies to their status and they argue over whether or not their friends opinion is credible.
They research the brand that their friend suggested and are satisfied with the ratings.
They decide to book an appointment with best buy and chose the nicest surround sound system.
They receive a confirmation code from best buy and mark their calendar.
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Age: 26 Marital Status: Single Occupation: Full time accountant for law firm Income: $35,000/yr Location: Orlando, Florida Education: College graduate of UCF with a BS in Accounting; recently received her MBA from USF Quote: “Work hard; money doesn’t grow on trees”
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Enjoys traveling to New York City to Visit friends. Drinks 2-3 cups of Starbucks coffee a day. Recently purchased her first apartment a few months ago. Wants some repairs and updates done to her apartment but has trouble finding time to get it done since she works a 45 hour week.
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Branding: • Starbucks • Nordstrom • Michael Kors • Hyundai • Express • Panera Technology: • Iphone • Fitbit • The Bachelor • MacBook
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Hangouts: • Starbucks • Local coffee shops • Panera • Dining that offers “togo” • Upscale bars • The beach • Yoga class Apps: • Pinterest • Linkedin • Google Maps
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Jennifer comes home from work ready to unwind with a glass of wine while watching the bachelor.
She sees a commercial about Behr and convinces herself that she wants her apartment painted.
She opens her Macbook and pulls up the home depot website to look for the Behr paint she wants.
She goes to the google home page and types “painters near Orlando, Florida� into the search bar.
She clicks around on the first 4-5 top results for painters that came up on google.
Jennifer decides to call some friends to see if they can recommend her a painting service in Orlando.
She takes a break and decides to open the Pinterest app on her phone to pin some decorating ideas.
She reads an article on Pinterest about scheduling a painter through apps.
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Jennifer goes through each app and searches for promotions and coupons.
Jennifer finds a good deal and decides to schedule with a painter through the app.
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Jennifer finds 2-3 apps that offer painters near her and decides to download them to her iphone.
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She googles the reviews for each of the home service apps she downloaded.
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Profile Personalization
Before the customer experience, Valpak/Cox Target Media can better engage with its customers by personalizing and tailoring the coupons within the mailers. There are a few ways that Valpak can learn about their customers needs to personalize profiles. ● Mailing out a survey that analyzes the demographics, personalities and needs of each customer that already receives the coupon envelope. This is a method of gathering information on older customers, or customers that prefer the paper route as opposed to digital couponing and communications. “Welcome to Valpak!” ● Prompting a digital survey through the Valpak app to those who already have it downloaded as well as any user who downloads the app in the future. This is a method of gathering information on younger or more tech savvy and digitally comfortable customers. ● Sending out a mass email to Valpak coupon users notifying them of a new profile personalization feature and linking to the survey that can help improve their couponing experience.
With these surveys, customers can have a saved profile of what they want and need out of Valpak’ home services. This is a profile that only the customer can view; they can tailor it online, on the app, or mail in an amendment to their profile (profile survey amendment template available online). “Save customer profiles in database and utilize information to tailor services to each individual” Using the customer profiles, Valpak can create persona’s that generalize various types of customers based on patterns or commonalities between those surveyed. Some customer’s survey results may show they are in need of coupons for electronic installation, others may seek periodic services such as lawn care or housekeeping, others may be searching for coupons on sporadic services such as plumbing or roof repair. This personalization can save Valpak the money spent on printing and packaging coupons that won't be used. It can also 20 improve the rate of customers coupon utilization; with less irrelevant coupons to dig through, customers may find it easier to locate the coupon they need and therefore be more likely to use it.
Social Media
Valpak already has a Social Media presence, but it is lacking in some aspects that it does not show actual consumer testimonies. Why not take it one step further by engaging with our customers starting here in the Tampa Bay area? Consumers like to see results and show off results, so why should Home Services be any different? Social Media is simple, low cost solution and on top of that, is free real-life marketing. When a consumer visits the new Valpak Tampa Bay Website, they will be shown consumer submitted photos from completed services in the past. They will also be prompted to “Share their experience� with a specific #ValpakTampaBay onto any social media site of their choosing. Consumers are given incentives to do so with monthly photo features as well as chance to win money towards other Home Service purchases. Each time a photo is hashtaged and submitted, these photos will be archived for consumers in the future to help motivate them to choose Valpak as their #1 On-Demand Home Service Provider.
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Paper Coupons
There is a need to make Valpak coupons more attractive. Homeowners need incentives to open the envelope and see coupons. We can add local announcements, coupon points or philanthropy incentives as approved by clients. Local needs to be expanded, it is a great idea to create more franchises they are great on building relationships with local customer base needs to be expanded and create a mix of local and national stakeholders. Valpak needs to transform and add Valtalk! The current platform is great, its colors logo, scrolling interface and discount deals are great too. Unfortunately, the current platform is slow, there is no interaction, no maps and also no reviews to confirm customer satisfaction. Valpak needs to get in par with the competition and innovate. One of the best ways to innovate right now is by using a speech recognition program such as 23 MindMeld. A speech recognition program saves processing time even when you are driving. Furthermore, it can be used by everybody including non tech savy people.
Valpak can create growth through customer experience with personalization such as providing customers coupons for products and services that they are interested in rather than a standard set which more than likely does not have any coupons that are of interest to them. Customers enjoy being appreciated by the companies that they support which is why having strong connections between firms and customers is vital to a company’s success. Valpak can also create more of an engaging experience with their customers by providing more incentives for using their services such as discounts on future purchases and utilizing more intuitive approaches for customer interaction for particular services that pertain to the interest of the homeowners. Creating a strategy with these two concepts in mind will allow Valpak to grow as a company seeking a more in depth way of engaging with their customers. Offer 100% in customer satisfaction to their clients if they have not meet their goals for increase of new business if not they will receive a refund of a proportional amount of every new customer they did not get. Valpak will get an immediate loss of revenue but the long term effect will be beneficial because their predictions of growth for their clients will have an increase of accuracy and an increase of customer satisfaction. Valpak will have a staff of sales representation that are highly qualified and highly trained to give a highly accurate accuracy to the new clients. If they show their predictions are highly accurate then the new clients will know that the are getting the best service possible. Social media will have a long term impact that will be beneficial to Valpak. The average amount of fb friends a user have is 350 friends. The constant post on their news feed using #valpak and this will be the fastest word of mouth to the people. Valpak would create a team that will focus on promoting social media. The average size of Valpak employees will use for their media team is 11 people and the cost of them will be around $37,290 x 11= $410,190. If Valpak promotes their social media through FB, instagram, and twitter Valpak would need to reach 410k to break even and make profit on annual basis. Valpak will need to consider if the opportunity cost of paying the salary to the employees but also having a constant quick advertisement is worth it By implementing these strategies, not only will we effectively meet the needs of our consumers, but we will have a strong, sustainable foundation; which will transition Valpak from the straw house to the nice castle. We take good care of our consumers and want them to come to us first whenever they are in need of a home service. 24
(1) http://money.usnews.com/money/blogs/on-retirement/2014/06/27/how-to-profit-fromaging-baby-boomers (2) https://www.franchisehelp.com/industry-reports/home-services-industry-report/ (3) http://www.cbsnews.com/news/amazon-home-services-heats-up-industry-using-customerdata/ (4) https://usflearn.instructure.com/courses/1089327/files/?preview=51560542 (valpak slides) (5) http://techcrunch.com/2016/01/31/transcending-borders-through-technology/ (6) http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=2030407 (7) http://study.com/academy/lesson/what-is-customer-service-definition-types-role-inmarketing.html (8) https://www.marsdd.com/mars-library/what-is-marketing-communication-marcom/ (9) http://www.amazon.com/gp/browse.html/ref=vas_sf_load_?node=10192820011 (10) https://www.valpak.com/coupons/contactus (11) http://www.forbes.com/sites/baldwincunningham/2015/11/12/the-3-words-shaping-the-ondemand-economy/2/#5a4cc15a25ac (12) http://knoema.com/qhswwkc/us-gdp-growth-forecast-2015-2019-and-up-to-2060-data-andcharts (13) http://www.pwc.com/us/en/industry/entertainment-media/publications/consumerintelligence-series/assets/pwc-cis-sharing-economy.pdf (14) http://www.thestreet.com/story/13020959/2/amazon-local-services-gets-mixed-reviewsafter-its-first-two-months.html (15) http://www.cnbc.com/2015/11/12/google-gets-deeper-into-home-services.html (16) https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-themand-how-to-use-them/ (17)https://searchenginewatch.com/sew/study/2348076/60-of-consumers-use-mobileexclusively-to-make-purchase-decisions-study
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