New Online Community Concept

 Contents

1. Introduction

2. The Business Model

3. What We Need

4. Moving Forwards

5. Competitor Analysis

6. Concept 123 Website - First Draft

1.  Introduction

Over the past years Parent Company 123 has invested increasing time and money in online and web services. The Business Development, Marketing and IT departments have formulated many concepts inline with leading competitors without full final integration.

Creating an online revenue stream is not difficult but requires an investment in the infrastructure of the organisation in the shape of online marketing, web services and editorial and is a business process that relies upon the same level of product centricity as any hard copy publication. 

To date, the websites have existed to support the publications.  While online marketing is dependant on the quality of the marketing resources and total revenue is dependant on the quality of the sales process - the business development department believe it possible to build an online business model to rival any competition.

2.  The Business Model

For the purpose of highlighting the ideal business model, examples of leading product portfolio are available.  Parent companies operate online resources for executives in the vertical industries of IT, Environmental, Oil & Gas, Energy, Life Sciences, and Manufacturing etc.

The nature of the online portfolios suggests the operators are revenue centric, as Parent Company 123 is and operating a skeleton staff, as Parent Company 123 is also.  This strategy will take maximum advantage of the Parent Company 123 sales teams and minimise the amount of time each new Parent Company 123 online project takes to implement.

In fact, the Business Development, Marketing and IT departments feel they can do much, much better by aligning the Parent Company 123 online portfolio with the worlds leading online white paper organisations - KnowledgeStorm and Bitpipe and using a dynamic search function based, ASP website.

3.  What We Need

Websites are 100% transparent.  No amount of sales flare can make up for the fact that no website traffic and old content = no revenue.  Ideally, this project requires 6 months of preparation and traffic generation before it is ready to sell on.  There are a number of key personnel required to generate website traffic and rotate content.

3a. The Online Editor.

Constantly updating content gives visitors the incentive to visit the site everyday.  The online editor will be responsible for building contacts at every major company press office, PR agency, newswire and independent association in the world to make sure the website features the most up-to-date content and also be responsible for writing exclusive articles.  In addition the Online Editor will prepare the marketing newsletters to drive traffic.

3b. The Online Marketing Executive.

Executive 1, currently a researcher in India will be employed as the new Parent Company 123 online marketing executive.  Executive 1 will be responsible for driving traffic to the site everyday from the moment it goes live.  Initially shadowing the Head of Marketing on the functions of link trading, online association driving, banner trading, generic search engine optimisation, rss feed collaborations and blogging before adopting these processes in their entirety.

3c. Support for Head of Marketing & Web Team

The Head of Marketing and Senior Web Developer will provide impetus to the project conception, launch and management.  At first glance it may seem simple to create this business model but there is high-level programming and research to drive the launch.  This will mean India web services, email delivery and marketing will step up to the plate to give Head of Marketing and Senior Web Developer more time to drive Parent Company 123 Online Services.  

4.  Moving Forwards

Following the meeting between the Chairman and the Marketing Department a February launch is planned for a Concept 123 website.  Without a Google listing a website carries no credibility.  Google listing takes anything from 3 months and upwards from the point a website goes live.  It is the marketing department’s recommendation that a project of this nature should have all of the above in place for a period of 3 months before a sales campaign commences.  When it does it will have a world leading interactive online concept to sell on.