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Planning and Budgeting for your First Web Site

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    • 1、Just the Facts Planning and Budgeting for your First Web Site By Nora Camps R.G.D. DUO Strategy and Design Inc.So you are starting a new business, because you believe there is a very real opportunity for you to succeed. Our experience shows that skewing your web site for success by investing in smart technology up front will actually contribute to the success of your business and save you considerable money over the first two years and beyond.Seventeen years of experience distilled into some bus

      2、iness truisms: -New businesses wish to succeed. -New businesses want to reduce start-up costs until there is sufficient revenue stream to warrant expenditures. -Businesses change their market strategy and offering over time. -The web is an essential tool for due diligence and broad marketing -Small business requires people and processes to be entirely flexible -Most new business does not plan to succeed from a budgeting point of view. (Example: Marketing and Communications budgets for year 2 are

      3、 frequently inaccurate to 60% or more of actual requirements.)Allow me to share a typical web project brief: “This new business has 0 in revenue. We dont want to invest a lot of money into the web site right now until there are solid indicators of success, and some revenue stream. Please quote to build an HTML Just the Facts web site”.“We want: -A snazzy Flash opening -A description of what it is -Some About Us copy, -Include the key business players with biography and photos -A News Release sec

      4、tion -A Contact Us form”I begin these conversations by providing a quote for roughly $5,500.00 depending on who provides copy, images and so forth then I take a deep breathI am compelled to share the following scenario because this example is true to about 90% of the launch web sites we build. Hedging ones bets now and looking six months down the road will demonstrate that a better, more economical solution is at hand RIGHT NOW. Apply business case thinking Our experience with Just the Facts web

      5、 sites is that there is generally an additional $3,000-5,000 worth of HTML modifications over the first quarter of early launch activity adding people, changing biographies and generally evolving the language and details of the offer. I say, “If you want to hedge your bets when budgeting for your web site, count on the need to change it”. REALITY for this Just the Facts web site: Total Cost of your HTML site after 4 months could very well be $8,000.00+ when all the requested modifications are fa

      6、ctored in. Now consider the typical launch and early business cycle:Heres the RUB If the Just the Facts HTML website was adapted to accommodate the seven points above, the Total Cost could easily be $ 45,000.00. Remember there was no master plan for this architecture and design of the site, so while the business components are available on line, the usability, user experience and look and feel are likely very, very poor. Your current site is not at all how you want clients and prospects to think

      7、 of your business. Difficult, poorly planned and without symmetry or focus.Its not over yet Dont forget that this company still requires the services of a web master to make the site updates in HTML. Budget an additional $2,000.00 a month for site updates. By the way, updates usually take one full day to upload if your web master isnt too busy. No just- in-time publishing for you.Soon there are plans for a new web site Clearly the old site, lead by the just-in-time evolution of the company, does

      8、 not now bespeak the companys values or brand, and it is anything but intuitive for the user and it is not at all easy to update. A new web site looms large on the horizon.Lets take a moment now to review Best Practices for web development and business operation as we know it.Best Practices 1.Flexibility (ability to add/delete unlimited pages and 2nd/3rd level navigation) 2.Browser based access to simple authoring area no HTML skill required 3.Highly interactive site - with ability for pushing a

      9、nd pulling information 4.Absolute ease of use from an administrators point of view. Very similar to Microsoft publishing interface.We dont want to rebuild your web site every two years. You shouldnt want to pay for it! Based on our web experience over the last 6 years, we saw a real need for a flexible web concept that addresses the markets web requirements at the outset, and then allows a company to grow into their web site literally over 5 years or more. Flexible, just-in- time publishing across the company, rich in graphics, and SIMPLE to use (no user courses, not now not ever).Typical Launch and Early Business Cycle (derived from our own experience)1.Marketing Story refocuses according to early activity/experience 2.New project examples and testimonials enrich the online story 3.Offer changes/restructures requiring modified navigation and new pages 4.Change photos/illustrations to freshen the site for repeat

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