In my last article How to Get Good Rankings in Google Part IV, I discussed how my friend Josh was “planning” to setup his web site. Clearly Josh like many business executives has very little idea of the process of setting up and running a web site. Not surprising for a guy running a small health store business. Josh has no business management training, no MBA and no experience in planning and running any kind of project. How is he expected to know how to go about setting up a web site?
The web is a wonderful source of information. Sites about building web sites, internet marketing, SEO and PPC are in abundance, but how do you sift through the enormous quantity of information to find the most relevant data? Even for experienced and savvy web “experts” it is very difficult to select the relevant information, what chance does Josh have?
Planning, Business Strategy and Goals
Josh’s problem is actually much more acute. Josh has no planning, no business strategy and no goals. Josh needs a well defined business plan with clear achievable goals. The goals must be realistic with a good chance of succeeding. I asked Josh a few more questions to verify my impression of how runs his business.
Shia: Have you seen web sites you like?
Josh: A few
Shia: Do you have the URL of these sites?
Josh: No?
Shia: Josh. How long do you estimate it will take to build the web site?
Josh: A few weeks!
Shia: OK – How long do you think it will take until the web site starts to bring in profits?
Josh: Oh I guess a few months?
Shia: I see! Has your friend (Bill) who is building your web site given you a schedule with dates for completion of each stage?
Josh: No?
Shia: Did you write up a list of tasks and features you want include?
Josh: No?
Shia: Josh, if I understand correctly there is documentation designating the features you want.
Josh: Yes?
Shia: How did you make an agreement?
Josh: We just discussed the concept and Bill seems to know what to do.
Business Chaos
Josh’s business has no organization; I do not have space in this article to discuss how to put your business in order. The main issues are the stage and planning needed for a new web site.
Stages for setting up a New Web Site
The following is an example of a list of tasks needed to setup a new web site based on setting up an online health food store. The principles apply to every business. The idea is give you an overall idea of the different tasks needed to compete a successful execution of a new or updated web site.
- Research
- Requirements – Features
- Site Concept – Graphics design
- Contract – feature, pricing, schedule
- Development – stages of development with schedule
- Population
- Testing
- Launch
Research
The purpose of research is search out the online health food industry. Josh needs to know what’s out there. The type of products sold, prices and the look and feel of these sites. Here are some of the issues Josh should be studying.
How are the products displayed?
Range of products sold (organic, Nuts and Seeds, Beans and Grains, Macrobiotics)
Location, (local, regional, national, international….)
How much free health advice given, (diet, sports, nutrition, Vitamins …..)
How these sites are designed, (layout, graphics, images, navigation)
How to offer something these site don’t do.
Here are links to a few online health food stores, each has their own flavor
Green Acres Natural Foods Market
Now Josh has a idea of the different designs used in online health food stores, he can visualize the type of web site to build.
Requirements – Features
Here is where Josh writes his shopping list, (products, feature and options). The planning stage includes requirements. This is where you or a consultant write up all the features you want for your site. For example you want to have a shopping cart where users can select items and add or remove them from the shopping cart. You probably want to arrange your products into and sub-groups, (see below for an example).
- CMS (Content Management Systems) where products may be added and updated
- Product title
- Photo
- Description
- Price
- Layout
- Shopping Cart – Payment gateway
- Stock Control
I cannot emphasis how important writing down all the features you want and ensuring the developer understands and signs the document with a well defined date schedule for completion of each stage. The payments should be linked to progress, as each stage is completed.
Example of List of Products
Options for selecting from the home page (each option will have a space for photo)
a. Health food
b. Nuts and Seeds
1. Almond Nuts
2. Cashew Nuts
3. Roasted
4. Nuts
5. Seeds
6. Raw Nuts
1. Almonds
2. Brazil Nuts
3. Cashews
4. Hazelnuts
c. Beans and Grains
1. Beans
2. Bean Soups
3. Lentils
4. Peas
5. Grains
6. Rice
d. Organic foods
e. Nutritional supplements (Vitamins and minerals)
f. Macrobiotics and Whole Cereals
g. Herbs
h. Diet and Energy
i. Sports Nutrition
See below for an example of products
Site Concept
Graphic designer creates several examples how the home page will look, (no programming done at this stage)
The process is review and changing the design until you to arrive at final blueprint.
My next post will continue with Site Concept
