eCommerceMasterPlan 1.8: Your 3 Steps to Successful Online Selling
The structure of the contents of my book eCommerce MasterPlan.
1. Step 3: I Have Build it: Why Haven't They Come? (aka Marketing!)
1.1. Chapter 7: Researching your Marketing Plan
1.1.1. Objectives
1.2. Chapter 8: Creating your Marketing Plan
1.3. Chapter 9: Test, Measure and Optimise your Marketing
1.4. See eCommerce Marketing for full details of what marketing you should be using
2. Support Materials
2.1. Free
2.1.1. Workbooks & Buides
2.2. 9 Part Video Ciourse: Create Your eCommerce MasterPlan Online Training Course
3. Step 1: What sort of eCommerce Business Are You?
3.1. Chapter 1: Identifying your eCommerce Business Structure
3.1.1. Online Only
3.1.2. Mail Order
3.1.3. Big Bricks and Clicks
3.1.4. Boutique Bricks and Clicks
3.1.5. PiggyBack
3.1.6. Niche PiggyBack
3.1.7. Full Multichannel
3.2. Chapter 2: Identifying the Scale of Your Product Range
3.2.1. Niche
3.2.2. In the Middle
3.2.3. Department Store
3.3. Chapter 3: Differentiating Your Business
3.3.1. Customer Service
3.3.2. Knowledge and Information
3.3.3. Customer Base Size
3.3.4. Brand
3.3.5. Products
3.3.6. Price
3.3.7. Delivery and Returns
4. Step 2: Establishing the Core Foundations
4.1. Chapter 4: Building the Right Website
4.1.1. Do you need a website?
4.1.2. Right first time
4.1.3. Your Own Website
4.1.3.1. How to run a Build Project
4.1.3.2. key functionality
4.1.3.2.1. Tracking
4.1.3.2.2. CMS
4.1.3.2.3. Integration
4.1.3.2.4. Promotions
4.1.3.2.5. SEO
4.1.4. PiggyBackers Websites
4.1.4.1. What to consider
4.1.4.2. How to choose
4.1.4.3. How to run them
4.1.5. All Websites
4.1.5.1. 3 Roles
4.1.5.1.1. Attract
4.1.5.1.2. Convert
4.1.5.1.3. USP / Brand
4.1.5.2. Barriers to Conversion
4.1.5.3. Merchandising
4.1.5.4. Fulfilment
4.1.5.5. Design
4.2. Chapter 5: Building your Business for Profit and Growth
4.2.1. The numbers
4.2.1.1. Margin
4.2.1.2. Scale
4.2.1.3. Forecasting
4.2.1.4. Cashflow
4.2.1.5. P&P
4.2.1.6. ROI
4.2.1.7. Customer Lifetime Values
4.2.2. Measure
4.2.2.1. Monitoring - Dashboar
4.2.2.2. Analytics
4.2.2.2.1. Website analytics
4.2.2.2.2. Each tool's analytics
4.2.2.3. Attribution Debate
4.2.3. Optimisation
4.3. Chapter 6: Selecting your Products and Promotions
4.3.1. Products
4.3.1.1. Range
4.3.1.2. Optimise
4.3.1.3. Complex Mix
4.3.1.4. Buying vs Merchandising
4.3.1.5. Timelines
4.3.1.6. Influences on Products
4.3.1.6.1. marketing
4.3.1.6.2. money
4.3.1.6.3. website
4.3.1.7. Forecast and cashflow
4.3.1.8. Information
4.3.2. Promotions
4.3.2.1. Make it easy
4.3.2.1.1. Margin = easy for you
4.3.2.1.2. Simple = easy for customer
4.3.2.2. Blanket Offers
4.3.2.3. Postage and Returns
4.3.2.4. Codes
4.3.2.5. Multibuys
4.3.2.6. Free Gifts
4.3.2.7. Segmentation
4.3.2.7.1. By channel
4.3.2.7.2. By customer group
4.3.2.8. Not necessarily financial
4.3.2.8.1. Prizes
4.3.2.8.2. Charity
4.3.2.8.3. Time bound
4.3.2.8.4. Last available
4.3.2.8.5. Preview
4.3.2.8.6. New