Book-Small Business Website Planning Guide (2004) MWBE …



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|SMALL BUSINESS |

|WEB SITE PLANNING WORKSHEET |

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Company Name:

A Step-by-Step Worksheet to Help You Develop / Upgrade Your Company’s Web site

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|E- |[pic] |

|P.O. Box 617995 | |

|Chicago, IL 60661 | |

|e- | |

|(312) 404-2224 (Phone) | |

|info@e- | |

Fifth Edition

Copyright 2005, 2010 Richard J. Hernández, CPCM

|SMALL BUSINESS WEB SITE |

|KEY STEPS and TIMELINE |

|Phase |Steps |Start |End Date |

|Determine Your Company’s Web Site Goals &|Identify your Web site’s niche (target market) area | | |

|Objectives |Make a profile of your “ideal” customer(s) and determine what they would like | | |

|(What do Want to accomplish on the Web?) |from your Web site, e.g., features, products, information, etc. | | |

|Buy a Domain Name (Web Site Address) |Check the domain name you want against the trademark database () | | |

|( Domain Name) | | | |

| |Two leading companies in this area are: | | |

| | (888) 642-9675 | | |

| | (800) 899-9702 | | |

| |Call one of them for your domain name | | |

|Hire a Webmaster |Develops your Web site (using HTML code) | | |

| |Keeps your site updated | | |

|Identify Benchmark Web Sites in Your |Note the strengths and weaknesses of competitor Web sites | | |

|Market |Use best features of multiple Web sites and tailor them to your needs | | |

|Write Content for Your Web Site |Get client testimonials | | |

|(Information your clients / prospects |Develop product worksheets | | |

|need to know about your business) |Get (and scan) M/WBE certification | | |

| |Determine appropriate Web links | | |

| |Include information on how to use your company’s products and/or services | | |

|Set Graphics, Colors and Layout Design |Develop a company logo | | |

| |Get product photos, clipart, etc. | | |

|Find a Web Site Host (Need to rent |Check local Web host directories | | |

|computer space for your Web site) |Ask for referrals & check references | | |

| |Get Web site hosting and domain e-mails | | |

|Set Up Web Site Store & Payment System |Set up a business bank account | | |

| |Get a Web merchant account | | |

| |Set up an online shopping cart | | |

|Put Your Site on the World Wide Web |Transfer HTML Files to Your Web Host (FTP) | | |

|Market Your Company’s Web Site (Both |Develop a 10-second commercial | | |

|On-Line and Off-Line) |Use meta-tags (key words) in your Web site to help search engines find you | | |

| |Paid Search Engine Inclusion (Optional) | | |

| |Paid Search Engine Listing (Optional) | | |

| |Internet Yellow Pages Listing (Optional) | | |

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|Small Business Professional Web Site |

|PLANNING WORKSHEET |

|COMPANY INFORMATION |

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|Company Name | |

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|Owner(s) | |

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|Address | |

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|Telephone | |

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|FAX | |

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|E-Mail | |

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|Domain Name | |

|(URL) | |

|Webmaster | |

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|Company | |

|Mission / Vision | |

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|Company History | |

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|WEBSITE GOALS |

|Goal(s) |Priority |Comments |

|Online Brochure | | |

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|Sell Advertisements | | |

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|Sell Sponsorships | | |

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|Get Referral Fees | | |

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|Sell Products | | |

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|Sell Services | | |

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|Customer Needs Form | | |

|(Pre-Sale) | | |

|Customer Feedback | | |

|(Post-Sale) | | |

|Collect Customer Payments | | |

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|Web Portal | | |

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|Web Auctions | | |

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|E-Learning | | |

|User Supported | | |

|(Donations) | | |

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|Webcasting | | |

|(Streaming audio and/or video) | | |

|Other | | |

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|COMPANY GOALS |

|(How Will the Website Support Overall Company Goals?) |

|AREA |BUSINESS GOALS |WEB SITE FEATURES |

|Sales - Products | | |

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|Sales - Services | | |

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|Sell Sponsorships | | |

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|Leads / Referrals | | |

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|Customer Service | | |

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|Customer Retention | | |

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|M/WBE Contracts | | |

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|Other | | |

|(Specify) | | |

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|WEB SITE CONTENT |

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|How will the Web Site Support the |____ Open New Markets |

|Overall Company Marketing Plan? |____ Support Existing Marketing Program |

| |____ Platform for Web Alliances |

| |____ Other (Specify): ____________________ |

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|What is the Strategy to Get Repeat |____ Newsletter / Bulletins |

|Visits? |____ Contests |

| |____ Web Discussion Forums |

| |____ Regular Content Updates |

| |____ Other (Specify): ____________________ |

|How Many Types and Numbers of | |

|Photographs to be Used? | |

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|What Types of Online Payments will be|____ Credit Cards (Mastercard, VISA, American Express, etc) |

|Accepted? |____ Metered Payments (Billed to Existing Accounts) |

| |____ Optimized Card Payments (Internet Wallets or Virtual Cards) |

|(Note: Check |____ Electronic Checks |

|All That Apply) |____ e-Cash |

| |____ Payment Service Providers |

| |____ PayPal |

| |____ BillPoint |

| |____ PayDirect |

| |____ |

| |____ Checks |

| |____ FAX Orders |

| |____ Other (Specify): ________________________ |

|What is the Time Frame to Develop the| |

|Web Site? | |

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|What is the | |

|Web Site | |

|Development Budget? | |

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|What is the Web Site Maintenance | |

|Budget? | |

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| |NOTE: Annual maintenance budget is normally 20% of development cost. |

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|TARGET AUDIENCE |

|Area |Comments |

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|Local | |

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|Regional | |

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|National | |

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|International | |

|(Regions / Countries) | |

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|ONLINE COMMUNITY |

|Feature |Yes / No |Comments |

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|Discussion Groups | | |

|Weblogs (Blogs) | | |

|Chat Rooms | | |

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|Web Events | | |

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|E-Mail Newsletter | | |

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|E-Mail Bulletins | | |

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|Online Surveys | | |

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|DIFFERENTIATION STRATEGY |

|(How Will Your Website Differ from Its Competitors?) |

|Differentiator |Yes/No |Comments |

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|Niche Market | | |

|Market Leader | | |

|Unique Technology | | |

|Unique Product | | |

|Knowledge & Experience | | |

|Range of Services | | |

|Ease of Use (Simplicity) | | |

|Performance | | |

|One-Stop Shop | | |

|Ability to Handle | | |

|Difficult Cases | | |

|Multi-channel | | |

|(Online and | | |

|Offline Support) | | |

|Ongoing Customer | | |

|Support / Education | | |

|International Experience | | |

|Special Licenses | | |

|Bi-Lingual Capability | | |

|Other | | |

|TARGETED SEARCH ENGINE LISTINGS |

|Search Engine Name |Web Site Address |

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|WEB SITE CONTENT and DESIGN |

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|What is Your Company’s | |

|10-Second Commercial? | |

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|< Branding Statement> | |

|(Supports Differentiation Strategy) | |

|Why Do Your Customers | |

|Buy from You? | |

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|What Type of Image Do You Want to Project |Clients: _______________________ |

|? |Prospects: _______________________ |

| |Competitors: _______________________ |

| |Community: _______________________ |

|What Type of Emotion(s) Do You Want to | |

|Evoke in Potential Customers? | |

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|How Do | |

|Customers Feel | |

|About Your | |

|Company? | |

|Can You Get Customer Endorsements to Put | |

|on Your Web Site? | |

|Where do you see Your Web site in |____ Web Portal |

|5 Years? |____ Online Store |

| |____ Web Community |

| |____ Online Business-to-Business Exchange |

| |____ Online Auctions |

| |____ Other (Specify) ___________________ |

|What NAICS Code(s) Apply to You? | |

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|(North American Industrial Classification | |

|System) | |

|naics | |

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|WEB SITE GRAPHICS |

|**** LOGO ***** | |

|Do You Have a | |

|Company Logo? | |

|(Yes / No) | |

| |Note: Logo not required on Web site but recommended. |

|Is the Logo in an |If so, please specify: |

|Electronic Format? |_____ .gif |

| |_____ .jpeg |

| |_____ .eps |

| |_____ .tiff |

| |_____ .bmp |

| |_____ .wmf |

| |_____ Other (Specify) ______________ |

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|**** GRAPHICS **** | |

|What Types of Graphics Need to be | |

|Incorporated into the Web Site? | |

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|Are the Graphics | |

|Already Developed? | |

|(Yes/No) | |

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|Please Specify the Types of Graphics | |

|To Be Used |____ Stock (Free) |

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| |____ Contract Design |

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| |____ Original Designs |

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| |____ Clip Art |

|What Types of Colors Do You Want to Use? | |

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|(For Background & Letters) | |

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|WEB SITE MENU DESIGN |

|Menu Format |Comments |

|(Circle One) | |

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|[pic] |1) Vertically Stacked Menu Items on Left Side of Page |

| |Note: Best Ergonomic Layout (Recommended) |

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|[pic] |2) Horizontal Menu Layout on Top of Web Page. |

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|[pic] |3) Vertically Stacked Menu Items on Right Side of Page |

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|[pic] |4) Horizontal Menu Layout on Bottom of Web Page |

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|[pic] |5) Vertically Menu Items on Right and Left Side |

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|[pic] |6) Horizontal Menu Items on Top and Bottom of Home Page |

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| |7) Other (Specify – Draw Sketch in Space Below or Attached Sheet) |

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|COMPETITORS |

|Company & |Niche Area |Strengths and |

|Website Address |Serviced |Weaknesses |

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|KEY WORDS |

|(Used to Help Search Engines Find Your Website) |

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|WEB ALLIANCES |

|Partner |Specialty Area |Web Site Address |

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|WEB LINKS |

|Site Name |Web Site Address |

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|WEB STORE |

|Product / |Item No. |Cost |

|Service Description |(SKU) |(US Dollars) |

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|ONLINE MERCHANT ACCOUNT INFORMATION |

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|BENCHMARKS |

|What existing Web sites would you like your site to look like? |

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|ONLINE BUSINESS-TO-BUSINESS MARKETS |

|What online exchanges and/or auction sites do you want to join? |

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|NOTE: Need to indicate any specific features for Web site content text such as: |

|1) hyperlinks, 2) bold, 3) color, 4) italics, 5) underline, 6) font size, and 7) headings & sub-headings. |

|WEB SITE CONTENT AND FEATURE CHECKLIST |

|Item |Yes / No |Comments |

|Home Page | | |

|About Us | | |

|Why Us | | |

|What’s New (Press Room) | | |

|Our Services | | |

|Our Products | | |

|Product Samples / Demo | | |

|Product / Services Samples | | |

|Contact Us | | |

|Frequently Asked Questions | | |

|Site Map | | |

|Disclaimer | | |

|Customer Service | | |

|Product / Service Use Tips | | |

|Events Calendar | | |

|Customer Testimonials | | |

|Partners / Affiliates | | |

|Online Forum / Chat / Weblog | | |

|Privacy Statement | | |

|Web Links | | |

|Other: | | |

|Other: | | |

|M/WBE Certification |Yes / No |Comments |

|M/WBE Certification Letters | | |

|M/WBE Group Memberships | | |

|Web Forms |Yes / No |Comments |

|Order Form | | |

|Payment Form | | |

|Needs Assessment Form | | |

|Quote Request Form | | |

|Employment Application | | |

|Other: | | |

|Other: | | |

|Web Site Features |

|Item |Yes / No |Comments |

|Online Shopping Cart | | |

|Animation | | |

|Sound Effects | | |

|Web Site Search Engine | | |

|Multi-Lingual Web Content | | |

|Other: | | |

|Other | | |

|E-Mail |

|Item |Yes / No |Comments |

|Electronic Newsletter | | |

|Online Bulletins | | |

|HTML E-Mails | | |

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|WEBSITE CONTENT INFORMATION (What to Say) |

|Use Pages 15 to 18 as a Worksheet |

|For Writing Down the Specific Content Information |

|You Want to Include in Your Company Web Site |

|(Please Attached Extra Pages to Worksheet, As Required) |

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|HOME PAGE |

|Content Information |

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|ABOUT US |

|Content Information |

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|NOTE: Need to indicate any specific features for Web site content text such as: |

|1) hyperlinks, 2) bold, 3) color, 4) italics, 5) underline, 6) font size, and 7) headings & sub-headings. |

|PRODUCTS |

|Content Information |

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|SERVICES |

|Content Information |

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|WHY US |

|(Why Your Company is Different from Competitors) |

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|NOTE: Need to indicate any specific features for Web site content text such as: |

|1) hyperlinks, 2) bold, 3) color, 4) italics, 5) underline, 6) font size, and 7) headings & sub-headings. |

|FREQUENTLY ASKED QUESTIONS |

|Content Information |

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|CONTACT US |

|Content Information |

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|DISCLAIMER |

|Content Information |

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|NOTE: Need to indicate any specific features for Web site content text such as: |

|1) hyperlinks, 2) bold, 3) color, 4) italics, 5) underline, 6) font size, and 7) headings & sub-headings. |

|CUSTOMER SERVICE |

|Content Information |

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|USE TIPS |

|(How to Better Use Your Products and/or Services) |

|Content Information |

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|WEB FORMS |

|Content Information |

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|M/WBE CERTIFICATIONS |

|Content Information |

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|NOTE: Need to indicate any specific features for Web site content text such as: |

|1) hyperlinks, 2) bold, 3) color, 4) italics, 5) underline, 6) font size, and 7) headings & sub-headings. |

|Copyright 2004 Richard J. Hernández, CPCM |

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