Differentiation “Creating and Building an Internet Presence” means answering (at least) three questions: “Creating and Building an Internet Presence” means answering (at least) three questions: –What content to use? –What type of atmosphere? –How should navigation be designed?

Differentiation “Standing Out from the Crowd” “Standing Out from the Crowd” –What does it mean? »Competitive Advantage »Differential Advantage »Points of Difference –What do you have to do to get ready? »Know where you are and where you want to be in the target market(s)’ mind(s). »Know your target market(s). »Know what you want to do with your web presence.

Differentiation Positioning Positioning –Perceptions –Planned image versus reality –Brands »Equity »Extension –How to tell? How to analyze? How to re-position? »Perceptual maps »Surveys »Results of SWOT analysis (especially the “S”) –Don’t forget to include your competitors!

Differentiation Target Market Target Market –Who are they? –What are their wants and needs? –Where are they? –When do they need information? When do they do their buying? –How do they purchase the focal products/services now? –Why do they do all of the above?

Differentiation What do you want your site to do? Be? What do you want your site to do? Be? –Target market is always the focus, but the site must make sense too! –Remember the four (rough) types of businesses? –Does one fit your needs, and those of your target market? –Do you need a “hybrid” type, with ideas from the suggested ones?