TEAM 9 E-CONCEPT DEVELOPMENT SEMESTER 1 PROJECT 1 GROUP 1 ASA spice ASA TRADING SOLUTION REPORT 06 03 2014
GROUP 1
TABLE OF CONTENTS CLIENT GOAL 1 CONCEPT DESCRIPTION 1 DIGITAL ELEMENT
3
LAUNCH PLAN 5 PROJECT MANAGEMENT 6 BUDGET 6
CLIENT GOAL As stated in the client brief (24.02.14), ASA Trading requires a digital solution in order to establish an online B2B platform.
CONCEPT DESCRIPTION
image: concept for the campaign The solution for the concept of the task given by the client, will be constructed of a campaign and a online shop designed separately for the B2B market. The structure and the aim of the campaign is to reflect previous insights on the need to strengthen the brand of ASA. Throughout emphasizing the story of the company, as well as emphasizing its natural products which are coming with care and passion. The campaign consists of four major points that are going to achieve the goal to attract businesses and to get them to know ASA’s brand and get to be committed customers. Campaign structure: - Website - Workshop - Printed material - Social media promotion
1
The website Further more, the client’s requirement was to expand ASA spice business model towards B2B market. There is a need to build or expand their website, where the target audience could order goods online. The digital solution will be an expansion of the already existing website. The web shop for business will be in a separate section selling and showing the spices only for businesses. The first time visitor is expected to create an account with a CVR number, which distinguishes between regular customer and customers who come from businesses. From there, the access to the B2B webshop is done via login, which prevents private customers to see selections and prices offered for the business oriented customers. On the users first log-in, they will be asked to select spices that they commonly use in their business, and can then proceed to browse afterwards. The second time the user logs in, they will then be presented with an option to look at the commonly used spices they choose, which would reduce the amount of time required to purchase, if the users time is limited. Otherwise they are free to browse around for new spices as usual. To help them navigate there will be filters like there is also on the B2C. When picking a spice there would be information about the origin of the plant, if it is organic, when it was picked and how long the delivery would take. Why? The client had insights about the time limit chefs or likewise would want to spend buying spices after a day of hard work, which is why we suggest the picking of regular spices on the first visit in order to ease their shopping experience. The additional information has been added because the focus groups would like this to be available when shopping for quality products. The reasoning behind the CVR being included in the login is to avoid B2C customers from gaining access to the B2B part of the site. The client had worries about devaluation of the product if the B2C customers were able to see the bulk prices offered to the businesses, which would be preferable compared to buying small amounts. So all in all, this solution would filter out the B2C customers and provide the data and user friendliness required to make it a good experience for the chefs without unnecessary hassle. Timeframe The amount of time it would take to develop the additional content and features would be reduced because of the similarity to the B2C site. But it would still take some time to create the backend and the rest of the code, this time could vary depending on how many resources are used on it. But it should be finished before the rest of the concept is rolled out. Workshop Workshops represent an important part of our solution and it comes as support for the B2B online platform. These workshops are used for introducing the ASA spice products and to give useful advice regarding their proper use in different recipes. When we first thought about these workshops we thought about approaching the cooking schools and the young chefs who probably would open their own food business or work in this field in the future. Why? It is a good way to get future customers in contact with the spices and understand their organic importance and the story behind the ASA business. The concept of the workshop consists of bringing a couple of experienced cooks specialized in different types of food (Indian, Vietnamese, Italian, Mexican etc.). They will introduce ASA and present the advantages of using ASA spices in different kind of recipes according to their cultural background or cooking expertise. There will also be given free spice samples. Participants The participants could sign up for one of the workshops either via the ASA website or at the physical shop from Torvhallerne. The participants should be part of the food business sector or future entrepreneurs.
2
Timeframe The workshops could be held once a month for 4 months during the campaign. Printed material The printed material main purpose is to introduce customers to the ASA spices history and story itself, and to promote workshops organized by the company. The format of printed material is brochures with visually appealing imagery and story behind them, as well as to give relevant information on upcoming events. It’s message is to tell the story through travel and taste, to raise curiosity and interest to get to know more about ASA. Social media promotion and branding Social media is used to promote the centrical activity of the campaign, which is workshop events. The reasonings are coming from the insights about the lack of ASA’s social media activity and coherence with their visual identity, brand promoting. i.e.: Facebook page of ASA is not really active and there are visual identity mismatches among the asaspice.dk, Facebook page and the shop. Social media choices to target would be Facebook and Instagram, which both are interconnected with each other. Its main purpose throughout the campaign time is to promote the workshop and strengthen ASA’s brand. Binding it all together These four main targets for campaign are meant to be binded all together. Social media, printed materials and the campaign website would spread the message throughout the timeframe of the campaign about the workshops. These events would stand as a milestone for the new more socially active ASA’s brand.
DIGITAL ELEMENT
3
images: solution interactive mockups: http://asaspicemockup.businesscatalyst.com/index.html http://asaspicemockup.businesscatalyst.com/login.html http://asaspicemockup.businesscatalyst.com/welcome.html With the design our aim was to maintain ASA’s visual identity by using their colour schemes, forms, arrangements and style. The user interface is clean, very easy-to-navigate, user-friendly and includes some kind of cozy atmosphere, that makes the visitors look around and stay longer on the website. The arrangement of the logo is important as it symbolizes ASA, so that is the reason why it has been placed in the top right corner, just right next to the global navigation. Using high quality professional pictures to sell the product and having a fresh and friendly website fits perfectly to ASA’s identity. We wanted to create a platform for B2B that can really help them to find what they are looking for. The filters were made to get the spices easily and quickly by colours, countries, price and flavour. Adding more options gives the users more spices to choose from and it is also an efficient way to discover unknown spices and try them out.
4
The campaign consists of a website, social media publicity (Facebook, Instagram), printed media (flyers) and workshops. The time frame for the campaign is four months starting from the 6th of March to the 30th of June.
LAUNCH PLAN
image: time and campaign increments placed in time As shown in the graph, major campaign’s increments are organized in time, considering the needed development time and the technical resources. The website development time and the resources are considered longest to develop. That would be the reason to hold with other campaign elements, due to the importance of the launch main goal of the campaign - the workshop. Same goes for the social and printed media, it is important to execute it as soon as possible, but it has to be close to the website’s launch date. An incomplete website would cause confusion to the customer and might result in them forgetting to check it again at a later date when it is up and running. The website The website is the main part of the solution, and should be developed first, in order to support the rest of the concept. It is important that the customers are able to login and see it for themselves when they get to hear about it. Social media The social media channel should be used to promote the webshop and the workshops/events and should be set in motion after the development of the website. This will inform people of the B2B clients of the webshop and the events taking place. Printed media Same goes for the printed media, as it is another mean to promote both things, and probably better at targeting the right audience, as there might not be a lot of B2B customers on the Facebook page.
5
Workshop The workshops/events should be executed when the site is done, and the promotion have been made to insure that people will show up. This is important as people will need to be able to use the site afterwards and to make sure that resources are not wasted on the workshop. The workshop will also take some time to set up, and it wil take some time to find people to attend and talk and rent the rooms.
PROJECT MANAGEMENT BREAKDOWN In order to schedule our work we made a workflow on the wall with papers saying ”TO DO”, ”IN PROGRESS” and ”DONE”. We put the tasks on the wall with post-its to illustrate what we had to do, what was in progress and what was done. We put names on the tasks to see who is responsible for tasks and to make sure everyone is having their own work area. When we were done with a task the post-it was moved from “IN PROGRESS” to “DONE” and it was easy to provide an overview over the tasks. Besides that we started every day with discussions on the tasks and what we had to do.
BUDGET
6