Hello everyone! I am the grassroots webmaster of www.mcmor.com. I would like to say hello to everyone! Happy April Fools' Day!
Next, I want to explain that a successful website planning plan is an important weight to win business, and it is also an important foundation from practice to actual combat. How to write a website planning plan that makes customers excited requires hard work.
How to draw up a satisfactory website planning plan?
I divided it into 7 parts to form a complete and tight framework:
1. The value of the website planning solution - the content focuses on explaining what value the solution can bring to customers and how to realize this value, thereby helping salesmen win orders; in addition, an excellent solution On the basis of fully exploring and analyzing the actual needs of customers, we also use professional website development language and format to effectively solve communication problems and directional issues in organizing data in the future development process.
2. Preliminary planning data collection - The collection of planning plan data is the key to the success of the website planning plan. It is related to whether it can accurately and fully help customers analyze and grasp the value points of Internet applications. Often the failure of a planning plan to win the bid is closely related to the information collection method, collection scope, implementation attitude, and implementation standards. .Here are 7 key collection standards announced.
3. Organizing website planning ideas - On the basis of fully collecting customer data, the data needs to be analyzed and organized. It requires the concerted participation of customers, salesmen, planners, designers, software engineers, and editors to conduct directional analysis. Analysis, negotiation, integration, terminology. .Focus on launching organization standards in seven aspects.
4. Website planning plan writing - this part of the content is the core of the entire standard. From the standard plan, a professional website planning plan should include 8 aspects of content, but these aspects can be interspersed according to the actual situation.
5. Packaging and submission of website planning plans - A professional website planning plan needs to be strictly packaged before it can be submitted to the customer. It provides detailed regulations on packaging methods, techniques, and key contents when submitting.
6. Explanation and demonstration of the website planning plan - The demonstration and explanation of the plan are related to the success or failure of the order. For this reason, clear regulations have been made for each explanation idea, explanation steps, clothing, conversation and behavior, etc.
7. Website planning plan archiving/filing - The archiving/filing of website planning plans can be based on the company's different knowledge base rules, and different standards can be formulated. The content is as follows: Organize methods.
2 The value of website planning solutions
2.1 Value to customers
After all, customers’ understanding of the Internet and the value of websites is limited (except for the IT industry). The salesperson’s introduction alone is still not enough. For customers, it is still difficult to see the mountain through the fog. The website planning plan is like a cleaning agent, clearing the customer's sight and concerns, allowing customers to deeply understand the value of their use of the Internet, and understand what solutions we use to express the value; in addition, customers can also Clearly understand how much money needs to be invested to enter the Internet field, how long it usually takes to recover investment costs, and what is the ratio of investment to income. Take one of our customers as an example:
Company situation: This company is an international trading company, mainly engaged in timber trade, looking for buyers abroad, and producing goods domestically;
Staff profile: Fluent in English, experience in international trade, extensive use of new technologies (such as the Internet), and the awareness and quality to conduct business activities through the Internet.
Transaction characteristics: Find foreign buyers through the Internet, check wood samples for customers, the other party confirms the wood species and specifications, and the two parties further finalize cooperation details. At the same time, the company looks for processors in China, the three parties confirm cooperation, and the transaction is successful.
Value points suitable for Internet applications: During the transaction process, sample display directly determines whether the two parties will cooperate. The traditional model generally delivers goods to customers through logistics and freight, which usually takes about 4 to 7 days. However, by establishing an Internet website and establishing a dedicated semi-finished product warehouse, first: customers understand that the company's product types are more diverse; second: customers directly It only takes 10 seconds to browse the samples, which is convenient and fast; thirdly, it is highly interactive. If customers are interested in a certain product, they can directly make inquiries online and request samples, which effectively increases the probability of closing a deal. In addition, through the promotion of the website, the company has turned itself from foreign buyers to buyers looking for the company, effectively increasing business opportunities.
The website planning plan is the best carrier to help customers deeply understand these Internet values. The plan clearly helps customers find the value points of applying the Internet, and expresses the value of the Internet in various forms and functions to help customers make decisions. Purchase our services.
2.2 Value to sales
Excellent website planning solutions give sales staff a third mouth. Sales staff need to deeply understand the value of website planning solutions, explain and demonstrate the solutions in vivid language, and analyze the value of the Internet from the customer's perspective; from another perspective It seems that an excellent website planning plan can establish the company's professional image in the minds of customers. A high degree of professionalism + vivid explanations + tangible benefits directly distance the company from its competitors and help customers make decisions.
2.3 Value to the company
Taking writing website planning plans as a necessary process for negotiating business can help establish a scientific business negotiation process and is a manifestation of the company's professionalism; in addition, accumulating website planning plans for customers can enrich the company's knowledge base and help employees provide quality services. quality, and train a professional sales team.
2.4 Value to project development
Professional website planning solutions are like a link, transforming customer needs into professional documents required for project development. Developers can quickly convert customer needs to avoid mistakes in key development requirements. At the same time, developers can and according to the plan Write project development documents.
3 Preliminary requirements collection
3.1 Website business goals
Everything has its origin, and the same applies to Internet applications. What goals do customers expect to achieve by using the Internet? Is it to increase sales, expand domestic and foreign markets, improve customer service levels, or promote new products? Use the Internet as a Part of its strategy? Only by grasping the customer's business goals can the planning plan have a basis for writing, room for development, and a firm grasp of customer needs. Therefore, website planners need to communicate with sales staff or even directly with customers. Get in touch to understand their business goals.
3.2 Current status of website resources
How many things can be done with as many resources as possible. The current status of resources has an important impact on website positioning, website construction scale, website investment and return plan, and website operations. Resources determine the size of Internet application space. When conducting corporate Internet application consulting work, We need to collect the following resources:
3.3 Website positioning
By understanding the current situation of customers, we can carry out website positioning analysis. Website positioning is the navigation light of the website. According to the direction of the website positioning, the website carries out a series of activities such as column planning, function development, formulation of phase plans, determination of construction plans, and coordination of project arrangements. Website positioning mainly refers to the specific positioning of the website business model:
The website business model mainly refers to the business model through which the website operates the website to achieve the customer's business goals. Generally, before analyzing this model, you need to have a good understanding of the resources of the above parties, and then analyze their business model together with the customer. The business model has the following characteristics:
a) A business model that can achieve the expected purpose based on the current situation of the customer;
b) The business model is in line with the current status of the industry ecosystem and is in no way contrary to it;
c). After systematic planning, the business model can implement the corresponding application business model route in stages, and can be interoperable and expanded.
4 Website planning ideas organized
Through a series of data collection, planners have mastered the company's application of the Internet. Next, we need to systematically analyze these data and dig deeply to lay the foundation for planning plan writing:
4.1 Website positioning and target audience analysis
This part mainly carries out systematic positioning of all the data collected in the early stage: mainly based on the current status of website data, the current status of website ecosystem, the current status of website resources, and website business goals, and integrating these data to find website positioning and target audience positioning. The analysis method is as follows:
4.1.1 Basic analysis of positioning analysis
Positioning is like finding coordinates. We need to list various dimensional points describing coordinates and related parameters to position the coordinates of the website. The details are as follows:
Evaluate dimension point parameter values
Website resource status standards: very low, low, low, medium, high, high
Current status of the website ecosystem: extremely poor, poor, poor, average, better, good, very good
Website business goals: small, smaller, medium, large, large, very large
Website investment scale: small, small, medium, large, large, very large
Potential market size: small, smaller, medium, large, large, very large
Competitor strength: extremely weak, weak, weak, average, relatively strong, strong, absolute position
4.1.2 Relationships between various relationship nodes
a). The current status of website resources is the basis for enterprises to apply the Internet. Resources limit the development space, which is an important parameter.
b) The status quo of the website ecosystem is the biggest changing parameter of Internet applications. If the ecosystem is good, it can help the development of the website, directly improve the current status of the website's existing resources, and help companies achieve their business goals as soon as possible; otherwise, it will Directly affects the market environment, market capacity environment, and even leads to the demise of the website.
c). The potential market capacity of the website is divided into far and near. From the long-term benefit point of view, how many years will it take to reach this ideal scale of potential market capacity? From the recent reality, the existing How big is the potential market capacity? How long does it take to develop or what kind of policies or events will catalyze or destroy it? What are the chances?
d) The strength of competitors directly verifies the market capacity and ecosystem situation. Based on the current resource status of the website, do we have enough strength to compete with competitors? (Of course, some Internet applications are non-profit applications. There are no competitors!)
e). The scale of website investment and business goals are affected by the above points. It is directly affected by the above points. Enterprises can decide according to the situation: when the market capacity is large, the ecosystem status is good, and there are many competitors, the enterprise needs to conduct focused research on the current status of resources;
When the market capacity is small, the ecosystem is in good condition, and there are many competitors, companies need to have integrated resource advantages;
When the market capacity is large, the current status of the ecosystem is poor, and there are fewer competitors, companies need to tailor their plans, make long-term plans, and invest prudently (in line with business operations with poor resource status.);
When the market capacity is small, the current status of the ecosystem is poor, and there are few competitors, companies need to have a strategic vision and the ability to generate markets;
4.2 Think about the long-term construction/operation plan of the website
Many companies invest in the Internet and carry out Internet applications without considering the long-term operation plans and changes of the website. As professional Internet application consultants, we need to lead by example and help customers think about long-term website construction/operation plans:
a) Time planning: Based on the current immature network environment, it is best to recommend that companies make long-term plans in 1 to 2 years;
b) In terms of stage tasks: It is recommended that enterprises use one year as the annual goal and formulate annual tasks; use the first quarter as the short-term stage plan, constantly summarize and adjust, and find measures suitable for website operation.
c) Investment budget: If it is just a tentative entry into the Internet, it is recommended that the company make the first phase of investment first and see the actual rate of return before making a long-term budget plan; if entering the Internet is an important strategic plan for the company, it needs to be based on Its strategic goals formulate detailed annual investment budgets and return estimates, allowing companies to be targeted.
4.3 Consider the detailed plan for the first phase of website construction
The implementation quality of the company's first investment website platform construction and online marketing promotion work plays a key role in the future development of the general corporate website. If the results are poor, the confidence will be hit and the website prospects will be worried; if the results are good, the confidence will be high and the website prospects will be promising. As professional planning consultants, we need to provide careful guidance on this and strive to allow customers to treat it rationally:
a) Setting short-term goals for the website: Short-term goals are the first step for an enterprise to take online marketing. We need to try our best to ensure its success. Therefore, short-term goals should be set with the purpose of being achievable and practical to strive for a good start.
b). Website platform planning and development: Based on its short-term goals and resource status, put forward website platform planning and development suggestions, focusing on building a basic marketing platform that can gain brand reputation or investment reputation for the company.
c) Website brand promotion: Help customers put forward targeted promotion suggestions in terms of promotion channels, cost budgets, time control, etc. based on their website positioning, first-phase goals, pre-investment amount, etc.!
d) First-phase investment and return budget: Practice has proven that the payback period from the establishment to promotion of a website is generally effective within 1 to 3 months after the end of the first phase of promotion, allowing companies to have a certain amount of patience; if you are For personal corporate websites, results can be achieved immediately, but 3 months is still required as an evaluation point.
5 Website planning plan writing
After this detailed analysis of ideas, the planners now have a very clear idea in their minds, and can then write in a familiar way:
5.1 Customer demand analysis
Based on your preliminary analysis and survey of customers, please briefly summarize what their needs are in the form of a list. Please note: Make sure these needs are the real needs of customers, and these needs have been confirmed by customers, because which part of the demand is wrong? , will directly affect the persuasiveness of the following planning plan.
5.2 Website positioning analysis
One sentence explains the core positioning of the website; one sentence explains the website building goal; one sentence explains the role of the website platform. These three sentences need to be summarized accurately. These three sentences show the implementer’s most accurate understanding of the client’s website. Once a website focusing on brand promotion is turned into an industry portal, everything will go wrong, and customers will naturally be taken away by competitors. Therefore, I remind you once again that it is critical to grasp customer needs; it is even more critical to analyze the needs and convert them into accurate website positioning. The correct case is as follows:
Based on the above demand characteristics and based on past experience (I have successfully implemented 3 website platforms similar to yours), we believe that:
a. The positioning of the website: a foreign trade online trade matching platform.
b. Website business objectives: Taking successful website platform operation as the leader, assisting you in international trade matching, and collecting trade commissions or earning trade differences.
c. The role of the website platform: effectively absorb the rich corporate resources of the Internet; integrate the business information resources of global suppliers and buyers; provide you with business sources.
5.3 Overall website planning
5.3.1 Basic properties of website
Use a short text to describe the basic properties of the website, including:
Website domain name suggestions: Tell customers how to choose a domain name or help customers choose a domain name.
Website version suggestions: Tell the role of each version, which versions should be selected at this stage, and which new versions should be considered in the future.
5.3.2 Website platform planning
Refers to platform building planning, which mainly elaborates on website front-end planning ideas and column setting suggestions, website back-end planning ideas and column setting suggestions, and overall platform operation process suggestions. The purpose is that customers not only understand the overall situation, but also feel as if they personally experience a platform that truly belongs to them. The website platform is operating efficiently and has produced real results. In order to achieve this effect, please describe the three items carefully and concisely:
a) Website front/backend architecture diagram
b) Overall website operation flow chart
c) Introduction to the front/backend columns of the website
5.3.3 Website promotion planning
To obtain a good return on investment for a website, the platform is the foundation and promotion is the key.
On the one hand, it lists the customer's existing resources (talent status, capital investment, traditional resources) and goals (website investment goals). On the other hand, it boldly explains the website promotion suggestions based on the above content and explains to the customer how we can use the existing resources. Resources, and in line with your operational goals, through our professional promotion experience, we can help you choose the most appropriate promotion plan, and at the same time, achieve your website operational goals when we work with you to successfully implement it.
Please note: Focus on choosing which promotion channels can achieve the same results based on our professional experience, but are more cost-effective; which channels should be invested first and which should be followed up later to highlight the company's professional strength.
5.3.4 Website development environment construction
Including the following aspects:
a) Website page design suggestions: Explain which color we will use as the main color of the website, the technology used on the website, and website interface style suggestions based on the characteristics of the company or industry;
b) Website program development suggestions: clarify the website operating platform, website development language, website database, website development tools, etc.;
5.3.5 Website development, operation and construction
Including: suggestions on website domain name, website space, corporate email, etc.!
5.4 Website Implementation Instructions
5.4.1 Project implementation process
Clarify the standard work process for completing this project and highlight the company's capabilities. For example: signing a project development contract, the project officially starts → establishing a project team → website platform implementation → internal acceptance → customer acceptance → end of the project.
5.4.2 Project team composition and responsibilities
Through the project team responsibility system, the company's responsible attitude and professional strength towards the project are highlighted. Here we can briefly and concisely carry out the necessary descriptions, such as the composition of the project team and what the project members are responsible for, etc.
5.4.3 Communication process
Clarify the communication process to ensure the successful implementation of the project and highlight the company's professional strength.
5.5 Implementation progress estimate
This also reflects the company’s rich implementation experience and professionalism, for example: (figure omitted)
5.6 Website cost budget
List the total cost budget and make a detailed cost list for customer reference.
5.7 Technical maintenance instructions
Clarify the company's policies related to customer protection so that customers don't have to worry about after-sales. This is crucial. Many service providers leave after completing the order or have extremely poor after-sales service quality. This is irresponsible to customers and affects the healthy development of the industry.
5.8 Construction guarantee
5.8.1 Implement team strength guarantee
Explain the strength of the company, including a brief introduction of the company, company honors, and the experience of the company's core team members, so that the company can feel that the company providing services is strong.
5.8.2 Successful cases
Successful cases are the most convincing content. Please list a list of successful cases similar to those on your customer's website and explain what services you have provided for them. Customers can fully understand your company's implementation level through the cases. For example:
a. Chongqing Eat, Drink and Have Fun Network
Website introduction: The most influential entertainment portal in Chongqing, China, with more than 1 million local netizen resources in Chongqing (foreign IPs are ignored).
Services provided: The most comprehensive information on restaurant food, bars, KTV, leisure and entertainment, event discounts, consumer reviews, food ordering, discounts, catering consultation, catering information inquiry, hotel reservations, air ticket reservations and other information services, all for you to eat, drink and have fun in one place .
b.……
5.8.3 Software Assurance
Provide other soft guarantees to let customers feel that the service provider has considered everything carefully, which can reassure them. For example: State the company’s key partners.
5.8.4 Hardware guarantee
The relevant hardware facilities including the provision of services are advanced and complete, so that customers can rest assured.
5.9 Technical confidentiality statement
This must be stated, even on the first page of the proposal, to ensure the legitimate reputation of the company or proposal.
5.10 Ancillary information
5.11 Website operation model diagram
The business operation model of the website is conveyed to customers in a graphical way, which makes it easy for customers to quickly understand our services and also facilitates explanations.
5.12 Website operation flow chart
Draw a summary of the internal operation flow chart of the website so that customers can clearly understand the website's information transmission mode and the role of website functions. This is a good way to convince customers.
5.13 Website architecture diagram
List the main structure diagram of the website, including main columns, sub-columns, and sub-columns, so that customers can understand the overall situation.
6 Submission of website planning plan
6.1 Word text version
When organizing the content of the above planning plan into a detailed WORD text version and passing it to the customer, you need to pay attention to the following issues:
a) The WORD text version is a formal draft, please check and optimize it carefully;
b) It is best to package in a strict bidding document format and must be bound in a special folder.
c). Remember to include a brief letter in the plan to show respect for the customer and reflect the company's strength.
6.2 Power Point demo version
The best presentation tool in the world is POWER POINT. We need to extract the core content in the WORD text version and make it into a PPT presentation for customers. It is an important tool for you to convince customers. Please pay attention to the following points:
a) Power Point must outline the outline so that customers have an overall awareness of the plan;
b). The PPT only lists the core content. Please explain more content to the customer incisively;
c), fully consider the coordination of time and content (because customers generally do not have a long time for you to explain);
d). Prepare sufficient other materials involved in the PPT presentation to coordinate with the PPT presentation.
4 Use PowerPoint to explain the website planning plan
The best presentation tool in the world is POWER POINT. We need to extract the core content in the WORD text version and make it into a PPT presentation for customers. It is an important tool for you to convince customers. Please pay attention to the following points:
a) Don’t forget to bring your laptop. If possible, please bring a projector;
b) When both parties have arrived, please introduce yourself and the speakers, and ask your companions to distribute business cards;
c). The homepage explains the content of the PPT framework so that customers have an overall awareness of the plan;
d). Then explain each detail in stages, and combine it with other supporting materials to make incisive explanations;
e) After the explanation is completed, explain immediately that if you have any questions, you can ask them to discuss together;
f) After completing the entire meeting, explain more detailed information in the text version of the planning plan, and thank you for listening to our explanation.
8 Website planning plan archiving/recording
Please carefully classify and file every website planning plan. They are the company’s precious wealth! Please pay attention to the following points when classifying:
a). Customer information related to each planning plan and a brief description of the tracking process need to be put into the plan together for future reference.
b) Planning plans must be classified and archived for easy reference;
c). The planning plans of customers who have completed transactions and those of customers who have not yet completed transactions will be placed separately for easy reference.
d) Number the planning aspects, and store and print them on the computer to prevent data loss.
f). Put it in the company's core data cabinet and assign responsibilities to people to strengthen management.
Here, I would like to thank A5 for giving me the opportunity to publish my article again. I also welcome all netizens to go to my Chongqing Eat, Drink and Play website to enjoy more of my collections, learn from my experience, give me more suggestions, learn from each other, and learn from each other. Research, make progress together, and work hard for China's network development to become the first in the world.