The point of a strategic plan to create a company that does not fail.Preparation before construction, such as target, positioning, 4P analysis [Strategic formulation phase]

This is the preparation for building and operating EC sites, and we will explain the most important "EC business strategy formulation".Specifically, it is the flow of formulating basic strategies and marketing mixes and creating business plans.I will explain each item in detail based on the example of the EC site I operate.

1. 基本戦略を策定する
2. マーケティング・ミックスを策定する
3. EC事業計画書を作成する

1.Formulate a basic strategy

In the basic strategy, we clearly define two types: "targeting" that configures customers, and "positioning", which is the purpose of the company and what value to provide.

Targeting

It is basically and important to assume what kind of customer base to do in business, not just EC sites.

However, in the present era where things overflow, the minimum necessary things are already at most people.Under such circumstances, consumers are looking for things, not things, experiences that can be obtained through their products, and unprecedented convenience.

Therefore, it is not a vague target such as "women in their 20s", but the number of site visitors has decreased more detail and specific targets so that they can be delivered to the target that really wants to deliver the product.The purchase rate goes up.

Aim to create a site where 100 people visit and buy and buy 10 people and buy one person.

Draw a specific figure and create a scenario

It is recommended that your EC site is targeted at what kind of customer base is targeted, and it is a method of drawing a person's image specifically on the assumption that actually exists and making it a story -like style.

First of all, assume gender, age, living area, family structure, occupation, hobbies, worries, etc., and try to create the protagonist (= persona).

On top of that, we assume this hero's daily routine.What kind of products are you looking for to solve your worries?Are you searching using a smartphone on a commuting train or searching on your home computer after returning home?Create scenarios such as what keywords you are searching for and how much your budget is.

By creating a persona specifically and in detail, it greatly contributes to strategy and tactics formula, such as design from a customer perspective, in building an EC site.

For example, if you are a company that manufactures and sells health equipment, set a persona as follows:

ペルソナ

A 44 -year -old man lives in Nishitama -gun, Tokyo.His family runs a town factory with his wife and three children.My hobbies are walking and running.I recently succeeded in dieting, but I was worried that my muscles have fallen (this is the author).I'm doing online shopping on a night night smartphone.

ペルソナから考える戦略・戦術

positioning

Positioning is to clearly show what kind of value you want to provide to customers through EC, what kind of problems you want to solve the customer, and to make your customers aware that they can select their products from competitors.It is the activity of.

It is most important to provide value here as a customer perspective.It is not unilaterally promoting customers, such as "I am particular about 〇〇" and "highest performance".Customers are seeking experiences through products, such as "what benefits are available by using this product and what problems can be solved".

In other words, the company's mission is to provide customers with the best user experience (USer Experience).The commitment and functions are only one factor that supports the best user experience, and there is no point in commitment and functions that customers do not want.

In addition to products, UX includes all elements in which customers experience products and services, such as the easy -to -use site, delivery date, payment method, shipping fee, guarantee, etc., and after -sales service.

Let's think in a specific example.

✕: It is the highest quality in the traditional manufacturing method since its founding.→ "What is the highest quality?" "So what happened?"

○: We promise a sliding comfort without damaging the customer's important brush.It was realized because the surface has been finished smoothly with a traditional manufacturing method since its founding.→ Present the advantages of users and the problem solving, and show the commitment as a basis.

If you take the set of persona's position and make a deep digging, "What happened?" "What are the benefits for me?"

The greatest strength is the place where the company's advantage and customer needs match the customer needs.No matter how much your own advantage is, it doesn't make sense unless it leads to customer problems and benefits.

UIについて

The concept that is spoken at the same time as UX is the UI.

The UI stands for "User Interface" and means contact between users and machines and services.If it is an EC site, it mainly refers to the design of the site.In addition, the remote control of the electrical appliances and the keyboard of the personal computer are also the contacts between users and machines, which are UI.

This time, understand that "UI is one of the important factors contained in UX".

By building a site so that customers can be satisfied with all elements surrounding EC sites, you will be able to choose from many competitors.

USP: Think about the "features", "strengths" and "merits" of our own EC site

A unique strength that condenses the company's business and the benefits of customers obtained from it is called the USP (Unique Selling Proposition).From now on, it will be the skeleton of all measures to build an EC site.

The point to note here is whether it is really unique.

For example, for food, "pesticide -free materials" and "domestic materials" are wonderful, but they are not special unique, and there are many opportunities to see now.

The result of analyzing the company, which is explained in the previous article, is useful here.After analyzing various perspectives and environments, we will thoroughly examine where the company's uniqueness is.

Is there an impact that shakes the customer's feelings, is it easy to understand and convey?It will be a content that will affect future sales, so let's think about it without pulling out.

Let's take a look at the case of the EC site "Graduation Tanya" that I operate.

USP: When you need it, deliver as much as you need!

Based on the steps that have been explained so far, such as the problems of the main customers, the problems of the temples, the social trends such as SDGs (sustainable development goals), and the strengths of our company, we have reached this short USP.

On the EC site, the USP can be impacted by placing this USP in the same position as the upper left of the screen.

By the way, I can see the large frame of the EC site so far.However, since it is still abstract, it will be the stage of dropping it into specific measures.

2.Formulate a marketing mix

Marketing mix is a task of decomposing it into the following four elements and formulating a strategy.It is called "4P analysis", taking the initials of "Product (Product)", "Price (Price)", "Promotion", and "PLACE".

① Product strategy (Product)

Define the value that companies that companies can provide to users, such as quality, design, brand name, package service, guarantee, etc., are products as products.It is important to think from a customer perspective, "How to meet customer needs through products" and "What are the benefits of providing through products?"Introduces the concept of positioning more specifically.

Taking the "Graduate Waraya" as an example, it will be a substitute for customers' warehouses with the sale of the graduation tower and the immediate delivery system.

② Price strategy (Price)

For the price decision, the persona set in the targeting (the protagonist) considers whether it is a price to buy, whether it is consistent with product value, or is it a price that can make proper benefits?

We do not recommend a price game.This is because there is no win to compete in the price in Japan and the cheapest in the world.Customers who choose a store at a price will not buy at the second and second cheapest in Japan.

Even if it is the same product, it sells bundles (sales methods to sell multiple items with low unit prices together and increase the purchase unit price) and increase the warranty, and sell it without running a bargain.Let's think about it.

Tea that can be purchased for 98 yen at a supermarket is sold for 160 yen at the vending machine, but the vending machine tea is also sold.Even if there is a price difference, a certain number of vending machines can be sold because the vending machine can be purchased more easily than buying at a supermarket.

The point of tea is that the sales channel is different, so it cannot be applied to the EC as it is, but the idea is the same in terms of "what kind of added value to add".

「安くすれば売れる」と言う考えはNG！

When you start price competition, you will always be in the muddy.Price cut → Competition reduces prices → further price cuts, you have to lower the price.Orders and sales will increase temporarily, but the gross rate is low, so there are few profits, and the whole company is exhausted.

It is good if you play a price for a reason for a strategy, but just stop the idea of simply selling if you make it cheaper.Do you have a chance to compete with large -scale EC malls such as "Amazon"?

Even if you can't compete with "Amazon" at the price, if you answer after -sales service and customer problems and issues, you can win enough.

In the "Graduate Tower Aya", the total value that other companies do not have, such as selling roses and returns, refunds, and exchanges for customers, will be set up all over the price, and the price will never be competitive, and the prices are set to be convinced by customers.I am.

In November of last year, all products were raised by about 20 %.Even if the number of orders is reduced by about 10 %, the conventional sales can be kept, the gross rate is increased, the number of orders is reduced, purchasing amounts and various expenses are reduced, and the final profit increases.I did it.However, if you actually raise the price, the number of orders increased by 30 % and sales increased by 40 %.

③ Distribution strategy (Place)

After formulating a product strategy / price strategy, consider how to deliver those values to customers, distribution routes and places to sell.

This time it will be an e -commerce site, but if you have a real store, you will also be looking for an omni -channel, such as ordering it at an EC site and receiving it at the store, purchasing an actual store as a showroom.。Even EC sites are not completed only on the Internet, but flexibly think about the pattern of looking at the product on the site and ordering by phone or fax.

「卒塔婆屋さん」の事例

Since the customer base is often relatively elderly, it will be compatible with orders such as conventional telephones and faxes by adding orders from e -commerce sites.

④ PROMOTION

Even if you decide on products, price strategies, places to sell, which meet the market needs, you need to have your customers properly recognize it.Consider how to get recognition, such as online advertising, SNS, blog, and e -mail magazines, take into account the contents of targeting and positioning.

「卒塔婆屋さん」の事例

Up to this point, the framework of the EC site has been completed.As a final stage, we will create a business plan for EC alone that summarizes the contents analyzed so far.

3.Create an EC business plan

The EC business plan is completed and the story line is created in order.For each item, we will list the examples of "Group Tower".

background

As a result of derived from macro environmental analysis and industry environmental analysis, we will write the facts to start the EC business.It is important to eliminate subjectivity and focus on facts.

事例

Due to the declining birthrate and aging, population decline, nuclear families, and the separation of the temple of the temple, the number of uses per temple of the graduation pagoda is decreasing year by year, and the unit price is increasing.Therefore, acquiring new customers is the highest priority.

Purpose

Write what kind of tasks for the background, as a result of solving issues, and what to do.

事例

Acquire new customers through the EC business and raise the entire business.In addition, we will disseminate information to inherit the younger generation to inherit the memorial service culture.

Customer base

Write the persona set in the targeting.

事例

For temples and shrines and shrines and dealers nationwide, especially young priests, those who have less resistance to IT.

Purpose達成の手法

Write the specific strategy derived from the marketing mix and the tactics that have been put into concrete measures.

製品戦略

製品戦術

価格戦略

価格戦術

流通戦略

流通戦術

広告宣伝戦略

広告宣伝戦術

budget

Make an annual sales plan.We recommend that you make a budget for the EC business alone, as it is important to judge whether the EC is profitable or not.The following items are listed.

Flow creation

Clarify "who", "when" and "what to do" before building an EC site.The completed items will be erased, and the person in charge will always check the progress.

Up to this point, you will be prepared before building an EC.I heard a voice, "Did you really do this so far?"

I wanted to make an EC site shape, so I started by applying for an EC site construction service.However, I have had a bitter experience for about two years to organize various things.

"Hurry around."If you are preparing for the first month, you regret, "I guess it went well soon."I explained the part of the foundation construction because of my experience and the desire to start a wasteful road.