15 Feb Online Media Solutions is a marketing and web development business based in Melbourne, Australia. We provide marketing and web development services to small businesses and organisa

Case Study
Item 11 of 20
Online Media Solutions is a marketing and web development business based in Melbourne, Australia.
We provide marketing and web development services to small businesses and organisations, including non-profit organisations and innovative start-up businesses. Our experience and expertise in web sales and e-commerce give us the backing to provide solutions that are currently lacking in the market.
Organisational Objectives
To generate an annual revenue of $300,000 by the end of our first year of operations.
To attain a net profit of 30% in the first year and 40% in the second year.
To have a 70% gross margin by the end of the first year.
Keys to success
Quality web services to small businesses and organisations at affordable prices.
Expertise in web sales and e-commerce
Customised and tailored services.
Establishment of alliances and partnerships with internet service providers and organisations involved in computer consultancy
Business and Marketing plan
Opportunity and problem
Opportunity
There is an all-time high demand for web development and marketing for small businesses with signs of a further increase. Interestingly, few web developers have taken advantage of this opportunity, leaving the industry with no dominant provider.
Problem
The high costs of the projects and the focus on more prominent companies and organisation could be the contributing factor as to why this market remains untapped. We have a system that will reduce the project costs dramatically, allowing us to offer quality services at reduced prices.
Solution
We will target small businesses, assess their needs and provide them with quality services at reduced prices.
We have systems in place and global contacts that will help us beat competitor prices.
Market analysis
Most businesses are migrating to the internet at a fast rate. Small businesses have also made their online presence a top priority that creates a high demand for our services.
Online Media Solutions will therefore focus on small businesses and organisations that are looking to develop or upgrade their web presence.
Such small businesses and organisations will most likely go for all or some of the following services:
A shopping cart or e-commerce.
Dynamic features and content.
Aggressive marketing of products online.
Industry analysis
Companies in the web development and service industry vary in size and nature of services.
Three types of organisations make up the web services industry:
Large companies: They generate high revenue and serve top companies. Worldwide there are a few dominating participants in this category.
There are organisations that offer proprietary, all-in-one prefabricated web services to any company at low costs. There are a few dominating businesses in this category that have other sources of revenue and only offer web services as part of their customer relations.
Small businesses: This is where Online Media Solutions belongs. The companies in this category are young and small and usually target small-sized businesses.
Online Media Solutions will provide a unique alternative that the existing providers do not have. The more prominent web development businesses ignore our target market, making us unique. We will start with this market before moving to attract larger enterprises with our unique services. By setting up strategic alliances with some of the web and internet-related companies, we will offer our customers efficient and affordable web services that will meet their demands.
Marketing programs
We will market our services in the following ways:
We will send out newsletters to potential clients
We will place adverts on various business publications and journals with a wide readership.
We will use social media platforms to market our services
Organisational chart
Skills Test:
This assessment task requires you to role play as the Operations Manager of Online Media Solutions, to demonstrate skills to present and negotiate persuasively, lead and participate in meetings and make presentations to customers, clients and other key stakeholders. You need to complete the following activities:
Activity 1: Meeting to decide on the best positioning strategies for the business products and services
Activity 2: Meeting with the staff members
Part C: Develop a meeting agenda and send an email to the staff members
This activity requires you to develop a meeting agenda and send an email to the staff members to invite them to the meeting (See Online Media Solutions’ organisational chart in the Case Study for an entire view of the company’s staff members).
To do so, complete the following template to answer the question.
Step 1: Fill up the template attached below.
Step 2: Draft an email to the staff members to invite them to the presentation, including
Sender (you, the Operations Manager of Online Media Solutions)
Receiver (based on the information given in the question)
Email purpose and details of the event (based on the information given in the question)
Mention any attachment