Strategic Audit Of A Commercial Website

Strategic Audit

Summary 1.Success Criteria 2.Audit 3.Recommendation

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Summary 1. Success Criteria 2. Audit 3. Recommendation

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Definition

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Summary 1. Success Criteria 2. Audit 3. Recommendation

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2.1 Audit Perimeter Company

Web site Environment

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2.2 Environment a) Who are the customers?  Segmentation? Number? Trends? Demand?…

b) Who are the prescribers and influencers?  Social Networks? Blogs ? Web Sites? Forums?…

c) Who are the suppliers? d) Who are the distributors? e) Who are the competitors?

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2.2 Environment Opportunities

Threats

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2.3 Company a) What is the strategy? b) What is the equity structure? c) What is the financial situation?  Turnover? Gross Margin? Bottom-line? Working Capital? Cash flow? Burn rate ? … 9

2.3 Company a) Who are the people?  Organization? Number? Profile? Culture? Background?…

b) What is the infrastructure?  Offices? Equipment?…

c) What is the communication strategy?  Blog? PR ? Product placement ?… 10

2.3 Company Strengths

Weaknesses

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2.4 Web Site a) E-commerce  Sales? Average spending? Items per order? Conversion rate?…  Animation scheme?

b) Products  Best sales? Most popular categories? Number of references? 80/20?…  Largest suppliers? Exclusivity?…

c) Logistics  Breakdowns? Lead time? Rotation? …

d) Customers  Order processing? E-mail database ? Loyalty card? Weight vs total turnover?… 12

2.4 Web site a) User Interface  Critical pages performance?

b) Partnerships? c) Traffic  Unique Visitors? New vs. old visits? Bounce rate? Traffic sources?  Acquisition strategy (shop bots, PPC, SEO, affiliate marketing…) ?

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2.4 Web Site Strengths

Weaknesses

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Summary 1. Success Criteria 2. Audit 3. Recommendation

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3.1 Summary Strengths

Weaknesses

Opportunities

Threats

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3.2 Strategy Definition ? Strategic axis 1.? 2.? 3.? 4.? 17

Thanks !

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