Reference no: EM133932619

Digital Business

Assessment - Digital Business Outline

ASSESSMENT DESCRIPTION

Digital Business Outline
For the assignment, you are tasked with creating a Digital Business Outline for one of the companies provided. Each company has a low to non-existent digital presence. Your goal is to transition from a brick-and-mortar store to a digital store.
Assignment Tasks (Key Deliverables):
Business Analysis & Digital Opportunity Identification: (200 words)
Task: Conduct a SWOT analysis of the chosen brick-and-mortar business, specifically identifying its digital strengths, weaknesses, opportunities, and threats. Research current market trends and consumer behaviours relevant to the business's industry in Australia (e.g., rise of online shopping, increased demand for local delivery, preference for certain payment methods). Articulate the compelling reasons for its digital transformation.
Deliverable: A concise report outlining the SWOT analysis and a justification for the digital pivot, including identified target digital customer segments.
Digital Business Model & Value Proposition: (250 words)
Task: Define the new digital business model. How will value be created and delivered online? Will it be purely e-commerce, a hybrid model with online ordering/pickup, subscription-based, or service delivery online? Re-evaluate or refine the business's unique value proposition for the digital realm.
Deliverable: A clear description of the chosen digital business model and a revised, compelling value proposition for the online customer.
Digital Platform Selection & Development Plan: (200 words)
Task: Research and recommend the most suitable e-commerce platform or digital solution (e.g., Shopify, WooCommerce, custom website, booking platform, online course platform) for the business. Justify the choice based on features, scalability, ease of use, and cost. Outline key website/platform features required (e.g., product listings, shopping cart, customer accounts, booking system, secure login).
Deliverable: A detailed proposal for the digital platform, including a rationale for its selection, a list of essential features, and a high-level development timeline.
Online Product/Service Offering & Content Strategy: (200 words plus images)
Task: Determine which products or services from the brick-and-mortar store will be offered online, considering digital suitability. Develop a content strategy for the new digital presence, including types of content (e.g., product descriptions, blog posts, videos, FAQs, customer testimonials), tone of voice, and initial content creation plan. Get top-notch online assignment help.
Deliverable: A defined online product/service catalogue with example descriptions and images, plus an initial content calendar/strategy.
Digital Marketing Strategy (Acquisition & Retention): (200 words)
Task: Develop a comprehensive digital marketing strategy to attract and retain online customers. This must include:
Search Engine Optimisation (SEO): Keyword research and on-page/off-page SEO tactics.
Social Media Marketing: Platform selection, content themes, and engagement strategies.
Paid Advertising: Consideration of Google Ads, social media ads, and budget allocation.
Email Marketing: Strategy for list building, campaign types (e.g., welcome series, promotions, abandoned cart), and customer retention.
Deliverable: A detailed digital marketing plan with specific strategies for each channel and proposed KPIs.
Logistics, Fulfilment & Delivery Model: (200 words)
Task: Design the online order fulfilment and delivery strategy. Consider options for local delivery (e.g., in-house, third-party like DoorDash/Uber Eats if applicable, local couriers in Perth), national shipping (e.g., Australia Post, Sendle, CouriersPlease, StarTrack), and click-and-collect. Address packaging requirements, returns policy, and inventory management for the online channel.
Deliverable: A clear logistics and fulfilment plan, including chosen delivery partners/methods, estimated shipping costs, and a proposed inventory management system (e.g., integration with Xero or a standalone solution).
Cost Analysis & Budgeting for Digital Transformation: (200 words)
Task: Calculate the estimated costs associated with the digital transition. This should include:
Platform setup and ongoing subscription fees.
Website design and development (if applicable).
Initial content creation (photography, copywriting).
Digital marketing budget (SEO, paid ads, email marketing tools).
Payment gateway fees.
Packaging and shipping costs.
Potential staff training or new hires.
Deliverable: A detailed budget forecast for the first 12 months of the digital operation, with clear justification for each expense.
Payment Gateways & Security: (200 words)
Task: Recommend appropriate online payment gateways for the Australian market (e.g., Stripe, PayPal, Square, Afterpay, Commonwealth Bank's CommBank Simplify, ANZ eGate). Justify the selection based on transaction fees, security features (PCI DSS compliance), ease of integration, and customer convenience. Outline data security measures to protect customer information (this is a broad discussion to help you understand the various possibilities).
Deliverable: A selection of payment gateway options with a comparative analysis and a plan for ensuring online security and data privacy (referencing Australian Privacy Principles).
Legal & Compliance Considerations: (200 words)
Task: Identify the key legal and compliance requirements for operating an online business in Australia. This includes ABN/ACN registration, terms and conditions, privacy policy (GDPR and Australian Privacy Act 1988 considerations), consumer guarantees under Australian Consumer Law (ACL), and any industry-specific regulations.
Deliverable: A checklist of legal and compliance requirements and drafts of essential policies (e.g., Privacy Policy, Terms & Conditions, Returns Policy). This doesn't have to be exhaustive, just direct towards general info.
Customer Loyalty Program Design: (400 words)
Task: Design a digital customer loyalty program tailored to the newly transitioned online business. This should include:
Program Type: (e.g., points-based, tiered, subscription-based, gamified).
Rewards: What incentives will loyal customers receive (e.g., discounts, exclusive access, free products/services, birthday rewards, early access to sales)?
Earning Mechanisms: How will customers earn rewards (e.g., per dollar spent, per purchase, referrals)?
Technology Integration: How will the program be integrated with the chosen e-commerce platform?
Communication Strategy: How will the program be promoted to customers, and how will they track their rewards?
Deliverable: A comprehensive loyalty program proposal, outlining its structure, rewards, earning mechanics, and promotional strategy.
Online Customer Service & Reputation Management: (300 words)
Task: Outline a comprehensive online customer service strategy. This should cover:
Communication Channels: Which digital channels will be used for customer support (e.g., live chat, email, dedicated help desk, social media direct messages)?
Response Protocols: Define expected response times and escalation procedures for different types of inquiries.
Self-Service Options: Plan for robust FAQ sections, knowledge bases, or troubleshooting guides.
Negative Review Management: Develop a specific protocol for responding to negative online reviews across platforms (e.g., Google, Facebook, industry-specific review sites), focusing on professionalism, empathy, and seeking to resolve issues offline where possible, while adhering to Australian Consumer Law (ACL) guidelines on genuine reviews.
Feedback Integration: How will customer feedback (both positive and negative) be collected, analysed, and used for continuous improvement?
Deliverable: A detailed online customer service and reputation management plan, including a negative review response protocol and self-service strategy.

Assessment - Digital Business Presentation

The second phase of the assignment is a presentation of your core idea for transitioning to digital.
You need to pitch to potential business partners to help gain capital for the new venture. A pitch needs to be concise, impactful, and clearly articulate the value proposition and financial viability. Here you will put the most critical elements from the detailed assignment to create a compelling presentation. Use the following as a condensed pitch outline to present to potential new partners, aiming to secure funding for your digital transformation.
Pitch Presentation: Funding Our Digital Future
Target Audience: Potential New Partners / Investors
Goal: Secure funding for the digital transformation of your business.
Time Allotment: (Suggest 10-15 minutes, plus Q&A)
Presentation Structure & Key Slides
Slide 1: Title Slide - The Vision
Title: "Transforming [Chosen Business Name]: Our Digital Leap"
Subtitle: Securing Our Future in the Digital Economy
Business Logo: [Insert Business Logo]
Presenters: [Student Names/Team Name]
Slide 2: The Opportunity - Why Go Digital?
Problem: Briefly articulate the limitations of a purely brick-and-mortar model in today's market (e.g., limited reach, reliance on foot traffic, competitive pressures, changing consumer habits in Perth/Australia).
Solution: Introduce the digital transformation as the strategic imperative.
Market Opportunity: Highlight the growth of online retail/services in Australia, citing relevant statistics. Emphasise how going digital expands reach beyond the physical store.
Key Message: This isn't just about survival; it's about significant growth and market expansion.
Slide 3: Our Current Business & Digital Value Proposition
[Chosen Business Name] Today: Briefly describe the current brick-and-mortar business (e.g., "Perth's favourite local cafe," "boutique clothing with unique designs").
Our Digital Vision: What specific new value will the digital business offer? (e.g., "24/7 shopping convenience," "nationwide delivery of our speciality products," "online booking and virtual classes").
Refined Value Proposition: How does this digital offering uniquely solve a customer need or provide a superior experience? (e.g., "Bringing the curated experience of our store directly to your home," "flexible access to our services, anytime, anywhere").
Key Message: We have a proven physical business, and we're leveraging its strengths to capture a much larger online market.
Slide 4: The Digital Roadmap - Our Core Strategy
Platform Choice: State the chosen e-commerce/digital platform (e.g., Shopify, WooCommerce) and why it's the right choice (e.g., "user-friendly, scalable, robust features").
Key Digital Features: Briefly list 3-4 essential features of the new digital presence (e.g., "intuitive online store," "secure payment options," "online booking system," "personalised customer accounts").
Delivery & Fulfilment: Outline the high-level plan for getting products/services to the customer (e.g., "Local Perth delivery," "efficient Australia-wide shipping via [Australia Post/Sendle]," "seamless click-and-collect option").
Key Message: We have a clear, actionable plan for building our digital presence and serving customers effectively.
Slide 5: Reaching Our Digital Customers - Marketing & Engagement
Customer Acquisition: How will you drive traffic to your new digital platform? (e.g., "Targeted Google Ads & Social Media Campaigns," "Strong SEO foundation for organic growth," "Strategic partnerships").
Customer Retention & Loyalty: Explain the plan for keeping customers engaged and coming back.
Loyalty Program: Briefly outline the proposed loyalty program (e.g., "Points-based rewards," "Exclusive member discounts," "Early access to new products").
Customer Service: How will you ensure excellent online service and manage feedback? (e.g., "Responsive live chat & email support," "Proactive online review management").
Key Message: Our marketing strategy is designed for both rapid growth and sustainable long-term customer relationships.
Slide 6: Financial Projections & Funding Request
Key Cost Categories: Briefly list the major investment areas (e.g., "Platform setup & development," "Initial marketing push," "Logistics infrastructure," "Staff training").
Total Funding Request: State the specific amount of funding needed.
Proposed Use of Funds: Allocate the funding across the key cost categories using a simple pie chart or bullet points.
Revenue Projections: Provide realistic 3-year revenue projections for the digital business, highlighting expected growth.
ROI / Investor Benefits: What's in it for the partners? (e.g., "Projected X% growth in first year," "Access to new market segments," "Equity stake/Return on Investment plan").
Key Message: This is a financially sound investment with clear growth potential and a strong return for partners.
Slide 7: Our Team & Next Steps
The Team: Briefly highlight the strengths of your team (e.g., "Experienced brick-and-mortar operators," "Enthusiastic and digitally-savvy," "Committed to this transformation").
Call to Action: What do you need from the partners now? (e.g., "We are seeking $XXX,XXX in funding to launch our digital platform by [Target Date].").
Next Steps: Propose a clear path forward (e.g., "Detailed business plan review," "Follow-up meeting to discuss specifics").
Contact Information: [Email, Phone]
Key Message: We have the vision, the plan, and the team to make this a success. We invite you to be part of our digital journey.

Slide 8: Q&A
Title: Questions?
Content: Reiterate confidence and thank the audience.
Pitching Tips for Students:
Practice, Practice, Practice: Rehearse the pitch until it flows naturally and stays within the time limit.
Know Your Numbers: Be ready to defend all financial projections and cost estimates.
Anticipate Questions: Think about what investors would ask and prepare concise answers.
Enthusiasm & Confidence: Passion for the project is contagious!
Visuals are Key: Keep slides clean, use high-quality images, and avoid text-heavy slides.
Storytelling: Weave a narrative around the business and its digital transformation. Why is this exciting? Why now?