5. Marketing Plan
InternetGurus' marketing plan will be
modest. Several billboards and newspapers advertisements will help build
awareness; however, word-of-mouth is very important in the world of web
services.
5.1 Competitive Advantage
InternetGurus will differentiate itself
from local competitors by offering its customers premium services and customer
service. Accounts managers will be responsible for client interaction and
communicating their needs to the programmers. Unlike the competition, InternetGurus'
account managers will be well trained at web development and Internet
applications.
No other Duluth company currently offers
services that even come close to InternetGurus. In fact, once InternetGurus
establishes itself as the local expert in web development services, the company
expects one of the two local web development companies to cease its operation.
5.2 Pricing
Both Duluth advertising agencies charge
clients by the hour. Typical hourly rates range from $75 to $125 per hour.
InternetGurus.com will also charge its clients by the hour, but also offer
fixed pricing for projects like CD-ROM development.
Hourly rates will depend upon the
technical level of service required by the client. For example, custom
programming services will be billed at $135/hour, but copywriting services will
be billed at $80/hour. Follows is a breakdown of services and their hourly rate
or fee:
1. Web Site Design - $135/hour
2. Custom Programming Services -
$135/hour
3. CD ROM Development - $5,000
fee per project (average)
4. Database Design - $115/hour
5. Project Management - $75/hour
6. Quality Assurance & Testing
- $85/hour
7. Network Management - $75/hour
8. Copywriting - $80/hour
5.3 Promotional Plan
In the technology world, word-of-mouth
travels very quickly. If you have a great product or service, everybody knows
about it. Likewise, if you have a poor product or service, everybody knows
about it even faster. Once a new competitor enters the market, it takes only a
matter of weeks before the local business people and regional technology
community are aware of its existence.
However, for non-technical clients, more
traditional forms of marketing will be necessary. These forms include direct
mail, billboards, and newspaper advertisements. In addition, there is a local
business magazine called Duluth Today that will give InternetGurus the
ability to target both large and small clients in the area.
5.4 Feedback
Customer service and feedback is
extremely important to web development companies. In a relatively small
community like Duluth, one dissatisfied customer can derail a company and leave
it starving for clients.
Account managers will be solely
responsible for maintaining client relationships and growing accounts. In
addition to personal interviews, which will be used to improve services and
their delivery, periodic surveys will be emailed to clients inviting feedback.
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