1. Lesson 6
E-STRATEGIES AND PLANS

2. What is a Small Business Entrepreneur?
Entrepreneur n. a business man
or woman of positive disposition who
attempts to make profit from opportunities
by risk, initiative and guidance from
2-small-business.com

3. SESSION OBJECTIVES MATCHING COMPETENCE TO OPPORTUNITY
RESOURCE BASED PLANNING MATRIX
COMPETENCE SELECTION
E-COMMERCE PLAN CONSTRUCTION

4. DAY PROPOSED USING CAPABILITY AS SOURCE OF COMPETITIVE ADVANTAGE
MORGAN AND HUNT TABLED RESOURCE-ADVANTAGE THEORY OF COMPETITION
VARIATION IN COMPETENCE RESULTS IN DIFFERENT ROUTES TO COMPETING
DISTINCTIVENESS BASED ON HOW COMPETENCIES USED TO SUPPORT DIFFERENT POSITIONINGS

5. FIGURE 6:1 A RESOURCE-BASED APPROACH TO E-COMMERCE
PLANNING

6. ASSESS FACTORS INFLUENCING CUSTOMER VALUE; EXAMPLES:
DIMENSIONS OF:
RELATIVE RESOURCE COSTS (COSTS LOWER OR HIGHER THAN COMPETITION)
PERCEIVED VALUE TO CUSTOMER
ASSESS FACTORS INFLUENCING CUSTOMER VALUE; EXAMPLES:
PRODUCT PERFORMANCE
RANGE OF BENEFITS
LEVEL OF SERVICE
PRICE
INFORMATION AVAILABILITY

7. ASSESS FACTORS IMPACTING RELATIVE COSTS; EXAMPLES:
COST OF PRODUCTION
RAW MATERIALS
EMPLOYEE PRODUCTIVITY
DISTRIBUTION
FIXED ASSETS
RATE ON SIMPLE SCALE OF 1-10
USE SCORES TO ENTER ON RESOURCE-ADVANTAGE PLANNING MATRIX (RAM)
GENERATES NINE ALTERNATIVE OPTIONS

8. FIGURE 6:2 A RESOURCE-ADVANTAGE PLANNING MATRIX

9. FIGURE 6:3 THE BRYMOR RAM ANALYSIS

10. PORTER VALUE CHAIN SUGGESTS SOURCE OF 5 CORE PROCESSES:
INBOUND LOGISTICS
PROCESS OPERATIONS
OUTBOUND LOGISTICS
MARKETING
CUSTOMER SERVICE
AND / OR 4 SUPPORT COMPETENCIES OF:
MANAGEMENT CAPABILITY
HRM PRACTICES
TECHNOLOGY
PROCUREMENT

11. FIGURE 6:4 A VALUE CHAIN MODEL

12. E-PLAN STRUCTURE SITUATION REVIEW SWOT KEY ISSUES FUTURE OBJECTIVES
STRATEGY
MARKETING MIX
ACTION PLAN
FINANCIAL FORECAST
CONTROL SYSTEM
CONTINGENCY PLAN

13. INTERNATIONAL IMPLICATIONS
WEB-SITE OFFERS GLOBAL REACH
ISSUE OF WHETHER FIRM CAN SERVICE OVERSEAS MARKETS
U.S. SITES OFTEN OFFER LOW PRICE GOODS
SAVINGS OFTEN DISAPPEAR UPON ADDING LOGISTIC COSTS AND DUTIES

14. WEB-SITE USUALLY NEEDS OVERSEAS DISTRIBUTION OPERATIONS
FORRESTER RESEARCH ESTIMATE ONLY 10% OF COMPANIES ABLE TO SUPPORT INTERNATIONAL OPERATIONS
LESS OF PROBLEM IN B2B MARKETS BECAUSE HIGH VALUE OF INDIVIDUAL ORDERS

15. Reasons to join2-small-business.com
To get FREE marketing content
To become an Entrepreneur
To get these benefits
To get discounts on our services
To get FREE software