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Samenvatting - E-business Lab
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Dit is een samenvatting van de lessen en powerpoints.
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E-business labTable of Contents
Bedrijfsstrategie ................................................................................................................ 4
Basismodel voor cursus & prac1ca ..............................................................................................4
Bedrijfsstrategie vs digitale strategie ...........................................................................................4
eBusiness vs eCommerce ............................................................................................................5
TCP/IP gebaseerd ........................................................................................................................5
E-business gaat over hele waardeketen .......................................................................................6
Waardeketen tussen verschillende actoren .................................................................................7
Meer focus op e-business: 3 redenen ..........................................................................................7
Verschillende ‘niveaus’ van e-business ........................................................................................8
Zes ontwikkelingsfasen ...............................................................................................................9
E-commerce ................................................................................................................................9
Verschillende plaQormen .......................................................................................................... 10
Missie, visie & kernwaarden ............................................................................................ 10
De bouwstenen......................................................................................................................... 10
Missie ....................................................................................................................................... 11
Visie ......................................................................................................................................... 11
De ‘why’ ................................................................................................................................... 11
Formuleren ............................................................................................................................... 11
Kernwaarden ............................................................................................................................ 12
Merkwaarden ........................................................................................................................... 12
Doelstellingen ........................................................................................................................... 12
Vier W-vragen ........................................................................................................................... 13
Type e-commerce modellen – vanuit de marktbenadering ............................................... 13
Markt georiënteerde e-commerce ............................................................................................ 13
Van desintermedia1e naar re-intermedia1e.............................................................................. 14
Types e-commerce vanuit marktbenadering ............................................................................. 15
Lijnen vervagen......................................................................................................................... 16
Diversifica1e wordt belangrijker ............................................................................................... 17
Uitdagingen & Ethisch vraagstuk ............................................................................................... 17
Samenva^end overzicht............................................................................................................ 17
Type e-commerce modellen – vanuit een product/dienst benadering ............................... 18
E-commerce types .................................................................................................................... 18
1
, MediaplaQormen ...................................................................................................................... 18
SAAS e-commerce model .......................................................................................................... 19
PAAS als basis voor circulair ondernemen (product as service) .................................................. 20
DAAS (device as a service)......................................................................................................... 20
Online marktplaatsen ............................................................................................................... 20
Lead genera1on plaQormen ...................................................................................................... 22
Brand to consumer sites............................................................................................................ 22
Het kanaalconflict van de merken ............................................................................................. 23
Waarom doen merken dit? ....................................................................................................... 23
Online Retail e-commerce ......................................................................................................... 24
Deskresearch – Online business model ............................................................................. 25
Basismodel voor cursus & pra1ca.............................................................................................. 25
Deskresearch ................................................................................................................... 25
Trends & evolu1es: markt onderzoek ........................................................................................ 25
Waar kan je info vinden? .......................................................................................................... 25
SWOT-analyse .................................................................................................................. 27
Interne & externe marktanalyse: SWOT .................................................................................... 27
Bepalen van een online business model ........................................................................... 28
Basismodel voor cursus & pra1ca.............................................................................................. 28
Wat is een (e-)business model? ................................................................................................. 28
Grote samenhang tussen de onderdelen: .................................................................................. 29
Hoe business model bepalen? ................................................................................................... 29
Business canvas: 4 domeinen, 9 bouwstenen ............................................................................ 29
BMC – Deel 1 ................................................................................................................... 30
Business Model Canvas: Zoom op de bouwstenen ............................................................ 30
Doelgroepen of klantensegmenten ........................................................................................... 30
Nichemarkten ........................................................................................................................... 31
Groei-strategieën markt-product .............................................................................................. 31
Kernac1viteiten ........................................................................................................................ 31
Waarde-proposi1e (value proposi1on) ..................................................................................... 32
Waardecrea1e door personalisa1e ........................................................................................... 32
Nog vele andere ‘waarde-crea1es’: ........................................................................................... 32
Waardeproposi1ecanvas........................................................................................................... 33
Verdienmodel/omzet (RS) ......................................................................................................... 33
Belang waarde-crea1e & verdienmodel .................................................................................... 43
2
,BMC – deel 2 .................................................................................................................... 44
Business Canvas: zoom op de bouwstenen ....................................................................... 44
Klantenrela1es ......................................................................................................................... 44
Kanalen .................................................................................................................................... 45
Tijd om de motor te doen draaien ............................................................................................. 46
Startpunt is e-commerce funnel ................................................................................................ 46
In ELK model steeds 4-5 stappen ............................................................................................... 46
In elke stap, andere (e-)marke1ng ac1es ................................................................................... 47
Digitale marke1ng plan omvat hele “funnel” ............................................................................ 47
Wat is e-marke1ng (digital marke1ng) ...................................................................................... 47
Voordelen van digitale marke1ng ............................................................................................. 48
Digitale marke1ng Media-kanalen ............................................................................................ 48
In elke stap, andere (e-)marke1ng ac1es ................................................................................... 49
1. TOFU: Awareness Fase .......................................................................................................... 49
Awareness Fase – SEA/SEO ....................................................................................................... 50
Awareness Fase – bannering:display ......................................................................................... 51
Awareness Fase – Social media ads ........................................................................................... 51
Awareness Fase – affiliate marke1ng ........................................................................................ 52
Awareness Fase – content/viral marke1ng ................................................................................ 53
Awareness Fase – above & below the line ................................................................................. 53
Digitale marke1ng kanalen per fase .......................................................................................... 54
2. MOFU: considera1on fase ..................................................................................................... 54
Considera1on fase: lead tools ................................................................................................... 55
Considera1on fase: e-mail marke1ng ........................................................................................ 55
Considera1on fase: Remarke1ng............................................................................................... 56
Considera1on fase: behavioral .................................................................................................. 57
In elke stap, andere (e-)marke1ng ac1es ................................................................................... 57
3. BOFU: conversion fase .......................................................................................................... 58
Conversion fase: monitoring ..................................................................................................... 58
Conversion fase: abandonment................................................................................................. 59
Conversion fase: a/b tes1ng ...................................................................................................... 60
Funnel conversion op1miza1ons ............................................................................................... 60
Conversion winners .................................................................................................................. 60
Conversion killers...................................................................................................................... 61
In elke stap, andere (e-)marke1ng ac1es ................................................................................... 62
4. BOFU: loyalty & advocacy ..................................................................................................... 62
3
, NPS – wat is Net Promotor Score? ............................................................................................. 62
L&A fase: beves1ging ................................................................................................................ 63
L&A fase: marke1ng automa1on............................................................................................... 65
L&A fase: reviews & ra1ngs....................................................................................................... 66
L&A fase: Customer support & help .......................................................................................... 66
Kern Partners ............................................................................................................................ 68
Voorbeeld kernpartners ............................................................................................................ 68
Kostenstructuur ........................................................................................................................ 68
Voorbeelden kosten .................................................................................................................. 69
Key resources............................................................................................................................ 69
Bedrijfsstrategie
Basismodel voor cursus & prac1ca
Bedrijfsstrategie vs digitale strategie
Digitale strategie is:
• Onderdeel van ruimere bedrijfsstrategie & visie
• Staat nooit op zich
• AlAjd in funcAe van ruimer kader & doelstellingen
• eCommerce is een manier om de bedrijfsstrategie in prakAjk
te brengen
• Ook voor pure-players is dit zo
à Strategie is niet verkopen, maar veel breder & gelinkt aan missie & visie
4
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