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 - 1 -
Internet Marketing Plan
Grandma‘s Helpers, LLC
 
Steady Pivot Consulting:
Elizabeth Del ValleGregory HansonKaryn LewisZach Myrow
In association with:
0105-440-01 Internet MarketingRochester Institute of TechnologyProfessor Neil Hair Winter 2008
 
 - 2 -
TABLE OF CONTENTSTerms and Liabilities
………………………………………………………………….. 4
 Executive Summary
………………………………………………………………….. 6
 About Us
………………………………………………………………………………... 7
 
Elizabeth Del Valle
…………………………………………………………... 8
 Gregory Hanson
……………………………………………………………. 9
 Karyn Lewis
………………………………………………………………….. 10
 Zach Myrow
…………………………………………………………………. 11
 
Preface
……………………………………………………………………………….. 12
 Assumptions
…………………………………………………………………………. 15
 Introduction
………………………………………………………………………….. 17
 Where are we now?
 
……………………………………………………………….. 19
 
Industry
……………………………………………………………………….. 20
 Current Goals
……………………………………………………………….. 22
 Target Market
……………………………………………………………….. 23
 Competition
………………………………………………………………... 24
 SWOT Analysis
…………………………………………………………....
..... 26Current E-Business Model
…………………………………………………. 28
 Website Taxonomy
………………………………………………………… 29
 Sustainable Value Proposition
…………………………………………… 30
 Focal Benefits
…………………………………………………………......... 31
 Key Resources (7S Framework)
………………………………………….. 32
 Current Marketing Strategies
……………………………………………. 35
 
Where do we want to be?
 
………………………………………………………... 36
 
SMART Objectives Defined
………………………………………………. 37
 SMART Objectives Proposed
…………………………………………….. 38
 1.
 
Brand Awareness/Recognition
…………………………….. 38
 2.
 
Online Activity and Customer Feedback 
………………... 39
 3.
 
Credibility and Perceived Trustworthiness
……………….. 41
 
How might we get there?
 
………………………………………………………… 43
 
Strategies/Recommendations
…………………………………………... 44
 
Which way is best?
 
…………………………………………………………………
46
 
Tactics
……………………………………………………………….. 47
 Website Redesign
………………………………………………….
47Website Forum with Registration
……………………………….. 48
 Google Adwords and Analytics
………………………………... 52
 Organizational Memberships
……………………………………
53Choice Criteria
…………………………………………………….. 56
 
How do we ensure safe arrival?
 
………………………………………………… 57
 
Key Resources Revisited (7S Framework)
……………………………... 58
 Suggested Steps
…………………………………………………………… 60
 
 
 - 3 -
Metrics & Standards for Success
………………………………………… 62
 Customer Feedback 
………….…………………………………………… 62
 Google Analytics Software
………………………………………………. 63
 Budget
……………………………………………………………………….. 65
 Risks
…………………………………………………………………………… 66
 
Limitations
……………………………………………………………………………. 67
 Conclusion
…………………………………………………………………………… 69
 Letters of Thanks
…………………………………………………………………….
70
 
Bobbi Goodridge & Associates of Grandma‘s Helpers, LLC……… 70
 Neil Hair of Rochester Institute of Technology
……………………….. 71
 
References
…………………………………………………………………………… 72
 Index
………………………………………………………………………………….. 74
 
Examples of Good Web Designs
……………………………………..… 74
 Examples of Poor Web Designs
……………………………………….…
77
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