MOOSE CONSULTING

CONTENTS
1. Introduction to e-commerce:..................................................................................................3
1.1 e-commerce stores:...........................................................................................................4
1.2 Fashion Apparel and e-commmerce:................................................................................4
2. Online Business Models for e-commerce:.............................................................................5
2.1 Overview of online models for trade:...............................................................................5
2.2 Different Business Models for e-commerce:....................................................................6
e-Shops:...............................................................................................................................6
e-Procurement:....................................................................................................................6
e-Auction:............................................................................................................................7
e-Mall:.................................................................................................................................7
Third Party Marketplace:.....................................................................................................7
Virtual Comunities:.............................................................................................................7
Value-chain service provider:..............................................................................................7
Value-chain integrators:.......................................................................................................8
Collaboration platforms:......................................................................................................8
Discussions on Business Models for e-Commerce:................................................................8
Best Model for Gogol Designs:..............................................................................................9

3. Marketing and Promotions:....................................................................................................9

4. Wireframe For Gogol Designs Website:..............................................................................10
5. Legal and Ethical Issues:......................................................................................................17
References:...............................................................................................................................17

1. INTRODUCTION TO E-COMMERCE:
Web indexes regularly display no less than two classifications of indexed lists on the results
page. One set is made out of non sponsored (i.e., natural) connects that the internet searcher
decides utilizing its restrictive matching calculation. The other set is made out of supported
connections that show up on the grounds that an organization, association, or individual
obtained the essential word that the searcher utilized as a part of the pursuit question. Paid

pursuit is the pervasive plan of action for seeking on the Web. Most significant web crawlers,
for example, Google what's more Yahoo!, have received paid hunt very nearly generally,
what's more some site-particular quests like (cnn.com) have started utilizing the paid pursuit
model. For instance, Google, Yahoo!, what's more AOL, three of the real web crawlers, have
reported that paid quest represented 99, 84, and 12% of 2004 yearly incomes, individually.
(McCarthy, 2005) The way to whether paid inquiry is a feasible plan of action boils down to
saw importance. Are supported connections significant to searchers' data needs? In the event
that clients consider the supported substance applicable to their undertaking, they should
think about selecting the supported connections. If not, searchers will disregard these
connections. Over the inquiry business, there are billions of dollars riding on the response to
this inquiry. Positively for the not so distant future, paid inquiry seems, by all accounts, to be
the dominating income hotspot for web indexes, albeit a few reporters have addressed
supported connections as a long haul plan of action. (Rooney, 2004)
1.1 E-COMMERCE STORES:
With the assistance of the accessible web innovations design brands can make a drenching
and creative store environment online (Okonkwo, 2009). For instance popular high end brand
Cartier has made a visual voyage through their block and-mortar store, which one can explore
and navigate on the web. (cartier.com) It is enthralling, keeps the guest included, and it makes
passionate snares by the utilization of features and engagement, and without it, an e-business
that does not give an experience won't flourish (Jennings, 1998). However there is to date no
extravagance site or group which permits the guest to explore through the store, see the
current accumulation on the racks and move and customize them into the bushel while being
exhorted by a continuous e-shopping aide.
1.2 FASHION APPAREL AND E-COMMMERCE:

One of the principle sections of E-Commerce that is prime for disturbance is Apparel &
Fashion. (Carroll, 2011) Generally (i.e. prior to 10 years back), if a design clever youngster
needed to buy a thing from Abercrombie & Fitch & there wasn't one found in the
neighborhood shopping center there were two alternatives: 1. buy through mail request list
(Carroll, 2011)or 2. Hold up until they took a get-away to an area that had an Abercrombie
retail location. (Carroll, 2011) The web apparently straightened the playing field by
empowering anybody in the bordering US to buy anything from an online retailer. (Carroll,
2011)
The secured design brands like Dior, Gucci and Prada are all attempting to reexamine their
customary deals and showcasing system to incorporate the computerized channels and
particularly Internet technologies, to make their brands fit for what's to come. They are
reluctant because of the predicament of including the general population and in the meantime
keeping up restrictiveness and brand control. They expect that actualizing intelligent
classifications on their sites, where clients and fans can cooperate or redoing items may
endanger and even make them detached control of their image. This disposition is presently
gradually changing, as the larger part of design brands have understood the significance of
Internet vicinity. Particularly constrained by late declining deals in the physical stores,
because of the monetary downturn, most form brands have turned their consideration online
where e-business still guarantees twofold digit development (Okonkwo, 2009).
Interfacing and shopping crosswise over channels is however precisely what the clients
anticipate from brands. Past exploration in the setting of online style demonstrate that clients
need a site encounter that is captivating, paramount and intuitive; a site that can offer social
association, two-way correspondence and a customized association with the brand (Siddiqui
et al, 2003). In addition, the intelligent and community perspectives are additionally what
industry reports from Mckinsey and the Economist business reviews call attention to as

circumstances for expanding a companys income or profits. (Economist Intelligence Unit

Research, 2007)
2. ONLINE BUSINESS MODELS FOR E-COMMERCE:

2.1 OVERVIEW OF ONLINE MODELS FOR TRADE:

Business Models are maybe the most examined and slightest comprehended part of the
web. There is such a great amount of discuss how the web changes conventional Business
Models. Anyway there is minimal obvious confirmation of precisely what this implies.
(Rappa, 2010)

In the most fundamental sense, a plan of action is the strategy for working together by which
an organization can support itself - that is, create income. The plan of action spells-out how
an organization profits by tagging where it is situated in the quality chain. (Rappa, 2010)
A few models are very straightforward. An organization creates a decent or administration
and offers it to clients. In the event that all goes well, the incomes from deals surpass the
expense of operation and the organization understands a benefit. Different models can be all
the more complicatedly woven. Television is a decent illustration. (Rappa, 2010) Radio and
later TV programming has been shown over the wireless transmissions allowed to anybody
with a beneficiary for a great part of the previous century. The telecaster is a piece of a
complex system of wholesalers, substance makers, promoters (and their organizations), and
audience members or viewers. (Rappa, 2010) Who profits and the amount of are not
generally clear at the start. The main thing relies on upon numerous contending components.
(Rappa, 2010)

Web trade will offer climb to new sorts of Business Models. (Rappa, 2010) That much is
sure. Anyway the web is likewise liable to rethink proven models. Barters are an impeccable
illustration. One of the most seasoned types of expediting, barters have been generally
utilized all through the world to set costs for such things as agrarian items, monetary
instruments, and special things like compelling artwork and ancient pieces. The Web has
promoted the closeout model and widened its appropriateness to a wide cluster of
merchandise and administrations. (Rappa, 2010)
Business Models have been characterized and arranged in various ways. (Rappa, 2010)
This is one endeavor to present a complete and pertinent scientific categorization of
Business Models noticeable on the web. The proposed scientific categorization is not
intended to be thorough or conclusive. Web Business Models keep on evolving. New and
intriguing varieties can be normal later on.
2.2 DIFFERENT BUSINESS MODELS FOR E-COMMERCE:

BusiBusinnessess
Model
Modelss ffoorr
Ecommer
Ecommerccee

e-e-SShops
hops

e-ee-e-AAuctuctiioonn
PrProocurcureement
ment

e-e-MMalalll

Value Chain
ThiThirrdd ParParttyy ViVirrttuualal Value Chain
SerServviiccee
MarMarkketetppllaacece Communi
t
i
e
s
Communities Providers
Providers

ValValuuee Chai
Chainn
IInntteegrgraattoorrss

ColColllaaborboraattiioonn
PlPlaattffoorrmmss

E-SHOPS:
This is Web advertising of an organization or a shop. In first case this is carried out to
advance the organization and its merchandise or administrations. Progressively added is the
likelihood to request and potentially to pay, regularly consolidated with conventional
showcasing channels. Profits looked for the organization are expanded interest, a minimal
effort course to worldwide vicinity, and expense diminishment of advancement and deals.
Profits for the clients can be
lower costs contrasted with the conventional offer, more extensive decision, better data, and
comfort of selecting, purchasing and conveyance, including 24-hour accessibility. Where
rehash visits to the e-shop are carried out, coordinated promoting can expand those profits for
both dealer and purchaser. Vender incomes are from diminished expense, expanded deals, and
perhaps publicizing. Most business Web destinations are business-to shopper electronic
shops, offering for instance blooms by Floraqueen. (http://www.floraqueen.com/Australia)

E-PROCUREMENT:
This is electronic tendering and acquirement of merchandise and administrations. Huge
organizations or open powers execute some type of e-obtainment on the Web (an illustration
is Japan Airlines at www.jal.co.jp/). Profits looked for are to have a more extensive decision
of suppliers which is required to prompt lower expense, better quality, enhanced conveyance,
diminished expense of acquirement (e.g. tendering specs are downloaded by suppliers instead
of sent by post). Electronic transaction and contracting and potentially communitarian work
in particular can further upgrade time- and expense sparing and accommodation. For
suppliers the profits are in all the more tendering open doors, conceivably on a worldwide
scale, lower expense of submitting a delicate, and perhaps tendering in parts which may be

more qualified for littler endeavors, or synergistic tendering (if the e-acquirement site
backings types of cooperation). The primary wellspring of pay is diminishment of expense
(mechanized delicate preparing, more practical offers)

E-AUCTION:
Electronic barters (on the Internet) offer an electronic execution of the offering instrument too
known from conventional barters. This can be joined by media presentation of the
merchandise. Normally they are not limited to this single capacity. They might likewise offer
mix of the offering process with contracting, installments and conveyance. The wellsprings of
salary for the sale supplier are in offering the innovation stage, in exchange expenses, and in
publicizing. Profits for suppliers and purchasers are expanded effectiveness and timeinvestment funds, no requirement for physical transport until the arrangement has been made,
worldwide sourcing. Due to the lower cost it gets to be plausible to additionally offer
available to be purchased little amounts of low esteem, e.g. surplus merchandise. Wellsprings
of pay for suppliers are in diminished surplus stock, better use of generation limit, lower
deals overheads. Wellsprings of pay for purchasers are in lessened buying overhead cost and
diminished expense of products or administrations obtained. Illustrations of electronic barters
are the ESPRIT venture Infomar.

E-MALL:
An electronic shopping center, in its essential structure, comprises of a gathering of e-shops,
normally upgraded by a typical umbrella, for instance of a remarkable brand. It may be
improved by a typical - ensured - installment strategy. A case is Electronic Mall Bodensee
(www.emb.ch), offering entrance to individual e-shops. When they practice on a certain
business sector fragment such shopping centers get to be a greater amount of an industry

commercial center, like Industry.net (www.industry.net/), which can include esteem by virtual
group characteristics (FAQ, dialog discussions, shut client bunches, ...). The e-shopping
center administrator might not have an enthusiasm for a single person business that is being
facilitated. Rather the administrator may look for profits in improved offers of the supporting
innovations (e.g. IBM with World Avenue). Then again profits are looked for in
administrations (e.g. Barclays with Barclaysquare), or in promoting space and/or brand
fortification or in aggregate advantages for the e-shops that are facilitated, for example,
expanded movement, with the desire that meeting one shop on the e-shopping center will
prompt visits to "neighboring" shops.

THIRD PARTY MARKETPLACE:

This is a rising model that is suitable on the off chance that organizations wish to leave the
Web showcasing to a third gathering (conceivably as an extra to their different channels).
They all have in like manner that they offer at any rate a client interface to the suppliers' item
lists. A few extra gimmicks like marking, installment, logistics, requesting, and at last the full
size of secure exchanges are added to third gathering commercial centers.

VIRTUAL COMUNITIES:
A definitive estimation of virtual groups is originating from the parts (clients or accomplices),
who include their data onto an essential environment gave by the virtual group organization.
The enrollment charges and in addition publicizing create incomes. A virtual group can
likewise be a vital extra to other advertising operations to construct client faithfulness and get
client criticism,

VALUE-CHAIN SERVICE PROVIDER:

These practice on a particular capacity for the quality chain, for example, electronic
installments or logistics, with the expectation to make that into their unique game changer.
Banks for instance have been situating themselves all things considered since long, yet may
discover new open doors utilizing systems.

VALUE-CHAIN INTEGRATORS:
These spotlight on incorporating various steps of the quality chain, with the possibility to
endeavor the data stream between those steps as further included worth. Incomes are
originating from consultancy charges or conceivably exchange expenses. A case quality chain
integrator is the ESPRIT venture

COLLABORATION PLATFORMS:
These give a set of instruments and a data environment for joint effort between ventures. This
can concentrate on particular capacities, for example, communitarian plan and building, or in
giving task help with a virtual group of specialists. Business opportunities are in dealing with
the stage (participation/utilization expenses), and in offering the authority devices (e.g. for
outline, work process, archive administration). Samples are in the items and tasks spun off
from the Global Engineering Network idea.
DISCUSSIONS ON BUSINESS MODELS FOR E-COMMERCE:
A subjective mapping of the business models of action along two measurements is shown
below (Fig.1). The primary measurement gives the level of development. This reaches from
basically an electronic form of a conventional method for working together to more
imaginative routes, for instance by externalizing by means of the Internet works that at one

time were performed inside an organization or by offering capacities that did not exist in the
recent past. The second measurement is the degree of incorporation of capacities, going from
single capacity plans of action (e.g. e-shops that just give the showcasing capacity over the
Internet), to completely incorporated usefulness, e.g. worth chain mix.

Business Models for e-commerce:

10
9
8
7
6
5
4
3
2
1
0

e-shops
e-mall
Value Chain Service Providers

e-procurement
Third Party Marketplace
Value Chain Integrators

10

e-auction
Virtual Communities
Collaboration Platforms

[Source: (Timmers, 1998); (Pereira & Fife, n.d)]

In the above Figure (Fig.1) the x-axis represents degree of innovation, and the y-axis
represents functionality.
BEST MODEL FOR GOGOL DESIGNS:
As per the requirements of Gogol Designs, it is proposed that it follows the model of e-shop.
Even though e-shops rank the lowest in terms of both functionality as well as innovation, it is
believed that it will be the best fit for Gogol Designs, keeping in mind its need to cater to
online customers, especially its regular customers who want Gogol Designs to have an online
presence.

3. MARKETING AND PROMOTIONS:

Maximize
Search Engine
Visibility

Hiring
Professionals

Creation of
Affliate
Networks

Marketing
for Gogol
Designs

Creating
Approppriate
Content

Engage Social
Media

Advertisements

[Source: (Mulvenna & Tanner, n.d)]

The Marketing for Gogol Designs will be a six step approach, as described by Mulvenna and
Tanner (n.d) for a successful e-shop. It will include Search Engine Optimization (SEO) which
is forming appropriate keywords, so that the site is indexed at the top by the popular search
engines such as Google, Yahoo or Bing. Creating the appropriate content is also a marketing
activity as it helps users to identify which products they can buy and how. Social media has a
huge impact on consumer behavior these days. Sites such as Facebook and Twitter are
extremely popular, especially with the target audience of Gogol Designs. Advertisements
include paid advertising through Adsense on Google and Facebook advertisements. Affiliate
networks are basically partner websites who help promotion of a website on a reciprocal
basis. Not all employees at Gogol are specialists when it comes to being successful
marketers, especially online. Gogol Designs will have to hire professionals who are adept in
doing this.

4. WIREFRAME FOR GOGOL DESIGNS WEBSITE:

PC version
(16:9 aspect ratio)

ELEMENTS

DESCRIPTIONS
Radio button
unselected
Radio button

PC version sub-page

selected
Print Button
Logo and business name
Shopping Cart
Menu 1

Button

Menu 2

Menu 3

Menu 4

Menu 5

Email Button
Menu Item

Menu Item Button

Image

Text box

(Editable)
M
e n u IItem
te m
Menu
L
is t
List
11
L
is t
List
22
L
is t
List
33
L
is t
List
44

ite m
item
ite m
item
ite m
item
ite m
item

Menu Item dropdown list

(Editable)

Content Box
(Expandable)
Gogol Desgins Content.

Footer

Footer Info

Footer Area
(Editable)
Links List

Product Image
Placeholder

Logo

Logo and business name

Menu 1

Menu 2

Menu 3

Menu 4

Image

Menu 5
Text box

Wireframe 1

Footer

Logo
Menu 1

Menu 2

Menu 3

Menu 4

Drop down menu

Content highlights

Log-in/account

Links List

Image

Content
Image

Text

Image

Text

Image

Text

Sub content

Footer

Sub content

Wireframe 2

Logo and search box

Menu items

Additional settings/options
Content

Wireframe 3

Footer

Logo/navigation
Image
Sub article

Content

Links

Wireframe 4
Sub article

Sub article

Sub article

Footer

Image

Business name

Image

Navigation/
Links

Wireframe 5
Image

Content

Image

Content

Footer

Logo

Sign in/Register
Menu items

Search

Sub navigation

Content

Wireframe 6

Footer

Mobile version
(representative of 480x800)

Mobile version sub-page

5. LEGAL AND ETHICAL ISSUES:

The acknowledgement of the Internet by the business group in the mid 1990s has brought
about a time of uncommon development in worldwide electronic correspondences. Then
again, to guarantee the more extended term achievement of e-Business there have been
requires a satisfactory empowering system to be placed set up, especially of an administrative
nature. Stakeholders are requesting a more steady environment in which to direct standard
business and customer exchanges.

Privacy Rights

Legal

Network
Advertising
Electronic
Payments

Issues for Gogol

Design e-shop
Non-Deception

Ethical

Reliability

Safe guard
against frauds

[Source: (Roman, 2007); (Nardal & Sahin, 2011)]

6. TECHNOLOGY & INFRASTRUCTURE REQUIREMENTS:

6.1 TECHNOLOGICAL REQUIREMENTS:

Design and
implementation

Fully managed
services

24x7 support and

individual service
level agreements

Hosting

Customized, agile
monitoring

6.2 INFRASTRUCTURE REQUIRMENTS:

Highly redundant
server
infrastructure

Various scaling
technologies

several data
centers

Redundant
distribution of all
components
across

State-of-the-art
eCommerce
technologies

7. SOFTWARE REQUIREMENTS:
The website shall operate on the HTTP Protocol for communications over the internet as well
as use TCP/IP protocol for intranet. Additionally, the following is required:
Basic Browsing Features such as a Browsing software (Examples: Internet Explorer; Mozilla
Firefox; Google Chrome). Java Applet (latest version), Microsoft Front Page or EJB will be
required for user interface.
Additionally, there is also a requirement for ERP and CRM Softwares for management
enquiry and benefit.
It will also be beneficial for Gogal Designs to incorporate the Verisign Signature on its e-shop
to promote trust and reliability.
8. ADVANTAGES AND CHALLENGES:

Likewise with any business move or extension, considering an online vicinity can raise an
occasionally bewildering rundown of inquiries for an ambitious person. Precisely what must
be placed set up to get it going? How does an online vicinity change the business sector for
the business? What's happening with rivals? In what capacity will individuals shop? What
sort of security is needed? In what capacity will clients pay online? We assemble this guide, a
first stage of sorts, to help answer those inquiries. Little organizations that have practically no
e-trade abilities on their sites will look into making the following stride in changing over their
promoting locales into offering areas that develop their client bases, pictures and deals in
altogether new ways. Those business people not yet online will find how the Internet is prone
to change their organizations and acquaint them with businesses a long ways past those which
are at present in span.
8.1 ADVANTAGES OF GOING ONLINE FOR GOGOL DESIGNS:
The most astounding part of e-trade is its capacity to effect deals and promoting endeavors
quickly. By going on the web, abruptly an area pastry shop or a home based counseling
administration extends its span to a national, or even universal base of potential clients.
Online deals know no global limits.
Not just is the web expanding the quantity of potential clients that an organization can
achieve, but at the same time its driving gainfulness, as indicated by exploration from IPSOS,
authorized by Paypal. The overview found that, a long way from being an additional "cost,"
web operations helped organizations' primary concerns.
8.2 CHALLENGES OF GOING ONLINE FOR GOGOL DESIGNS:
There are many challenges that Gogol Designs must first overcome to successfully operate an
e-shop, these are:

Appropriate Content designing of the e-shop

Considering Shipping Charges.
Advertising Strategies (paid versus Free)
Identification of Target market
Attracting New Customers
Paying importance to technological, ethical and legal demands.

9. CONCLUSIONS AND RECOMMENDATIONS:

9.1 CONCLUSIONS:
In the worldwide level internet shopping business sector, individuals for the most part favor
purchasing books took after by apparel/adornments/shoes, air transport ticket/reservations
and electronic supplies. The web shopping is for the most part used by the more youthful era,
so the items that are sold online are likewise basically centered towards this band of
individuals. Keeping in mind the end goal to acquire the senior individuals inside internet
shopping group, more items/administrations focused on towards them ought to additionally
be made accessible on the web.
Because of the expansion of promotions on web, individuals are presented to extensive
variety of advertisements, and more often than not the promotion never achieves the focused
on group of onlookers; this makes individuals to disregard advertisements and profits.
Arriving at the focused on gathering of people on account of web publicizing is progressively
getting to be mind boggling as the subtle elements being given by the vast majority of the
individuals in sites is not exact. This virtual showcasing additionally makes the purchaser to
purchase things what they like on the screen as opposed to what purchasers truly requirement
for them. Individuals who can hardly wait for quite a while before having the item on their
hand won't be settling on internet shopping, as the conveyance may require some serious
energy. Security issues are getting to be progressively essential in this data age. An alternate

examination discovering calls attention to that very nearly 15% of all Americans and 19% of
all Internet clients have been casualties of charge card misrepresentation. Moreover, paying
little respect to whether purchasers have encountered such protection infringement episodes
firsthand or not, the incessant scope by prominent media makes such occurrences simple to
envision. This is a vital element that needs to be tended to pick up the goodwill of a purchaser
keeping in mind the end goal to create a long haul purchaser merchant relationship through
internet shopping locales.
9.2 RECOMMENDATIONS:
Moose Consultancy recommends that Gogol Designs
Start an e-shop for its apparel and fashion lines.
To be successful Gogol Designs must
Carefully plan their entry into virtual markets.
Identify their main and target customers.
Hire appropriate professionals for website designing, maintenance and
developing, along with SEO and market surveys.
Develop the proper infrastructure to venture into the virtual markets by investing
in the appropriate technologies.

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