Creative Solutions Provider

NATIONAL UNIVERSIT OF MODERN LANGUAGES DEPARTMENT

OF MANAGEMENT SCIENCE LAHORE CAMPUS

PROJECT REPORT OF E-MARKETING

SUBMITTED TO:

MA'AM FAIZA LATIF

SUBMITTED BY:

MARIA HASSAN

USMAN DANISH

USMAN MEHBOB

BACHELOR OF BUSINESS ADMINISTRATION

SEMESTER:6th

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Creative Solutions Provider

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ACKNOWLEDGEMENT

This project would not have been possible without the countless blessing of Almighty Allah who
gives us the knowledge, power and intelligence to make this project. We are also grateful to our
Beloved Prophet Hazrat Muhammad (S.A.W.S).

We are heartily thankful to our course coordinator, Ma'am Faiza Latif, whose encouragement,
guidance and support from the initial to the final level enabled us to develop an understanding of
the subject.

It is an honor for us to show our gratitude towards our Parents whose prayers were all time with
us. Lastly, we offer our regards and blessings to all of those who supported us in any respect
during the completion of the project.

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EXECUTIVE SUMMARY

Creative Solutions Provider offer Internet and Web-related services to small businesses in the
Pakistan. The services we offer include website development and design, graphic designing, web
hosting and maintenance, SEO, internet marketing and analysis.

Given our experience and expertise in both commercial Web development and business-to-
business sales, we believe we can offer a unique and superior service to small business owners in
comparison to what is currently available.

The demand and growth rate for Web development and marketing services in the small business
market is at an all-time high and shows no sign of slowing anytime soon. Even more astonishing
is the fact that very few Web development companies have taken advantage of the opportunity,
as there are no dominating participants in this huge market.

We will grow our customer base by providing clients with well-priced projects due to reasonably
low overhead, creative, practical designs that add more value than competing graphical art firms,
and superior customer attention.

This business plan will highlight many aspects of our system and our business. It will detail
market growth and demand, our dynamic services to our target class and it will outline our
projected cash flow and profit margins over the next three years.

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Marketing Plan
Mission:
Our mission is to provide affordable, accessible and streamlined Internet and Web services to
small businesses. We have a system to treat many different types of web services ( website
development, hosting, business email, marketing and maintenance), exclusively tailored to the
needs and resources of small businesses fit offer developed.

Vision:
Our vision is to be recognized as one of the most efficient IT solution provider in order to make
effective use of people, resources and technology, so this combination effectively help our
customers achieve success.

1. Situational Analysis:

 SWOT Analysis:

Many organizations in the world do SWOT analysis of their company because company want to
know about the strength and weakness of their own company and what opportunities and threats
company faces in the market. Company determined strength and weakness in internal
environment means within the organization and opportunities and threats are determined in
external environment means outside the organization.

Strengths:
Creative Solution Provider strengths are as follow.

 Offering high-end Web services to our clients in a way they can understand and afford.
 Smart, skilled and talented team of professional Web designers and developers.
 Build a strong income through secondary subscription-based services tailored for small
and corporate business (website hosting, SEO, marketing, affiliate referrals, hosting and
maintenance, consulting).
 Establishing strategic partnerships with area Internet service providers and computer
consulting companies to refer website projects to us in exchange for high payoffs.
 24/7 security of Content Management System (CMS) Websites by performing monthly
security audits to find any potential security holes and fix them.

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Weakness:
We consider following as our expected weaknesses.
 Lack of marketing experience.
 Lack of brand awareness among small businesses.
 Lack of people trust as we are new in the market.

Opportunities:
We seek following opportunities for our company.
 Design websites according to Web standards for international clients.
 Provide more secure and database environment to our customers.
 Using new technologies like Joomla Support in Web development to improve user
experience.
 Moving into new attractive market segments for Web and Graphic members.

Threats:
We will be threatened by the following points.
 The same kind of Web solution provider’s competitors copying features or ideas.
 Price war between Creative Solution Providers and competitors.
 New rapid technology changes.
 Hackers attack on websites and hosting servers.
 New laws or regulations.
 Changing customer needs.
 Emergence of new competitors.

2. E-marketing Strategic Planning:

Creative Solutions Provider will initially focus almost exclusively on small companies looking
to develop an Internet presence for the first time. We will market our services to small business
owners as a "step-by-step" process, initially starting out with a small, simple website, then
gradually improving and adding to the site and their entire online marketing efforts.

Although we intend to bring in many customers who simply have an online presence and nothing
more, our most important customers are those entrepreneurs who are willing to make a greater
percentage of their business on the Internet.

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Target Market Segment Strategy:

Creative Solutions Provider will focus the majority of sales and marketing efforts toward
attracting small businesses. The reason for this decision is simply the low amount of services
available for a market with such a high demand. In addition to the very promising supply and
demand ratio, it is also technically easier and less expensive to market to and attract small
website projects than larger projects.

Market Needs:

The need for small business Internet services has existed for several years. Small businesses and
start-up businesses alike are migrating onto the Web at an astonishing rate and making their
online presence a higher priority than in earlier years. We have noticed an enormous hole
however in the small business services that are currently available.

Without a doubt, there is a need for custom, high-end, dynamic services designed exclusively for
small businesses. While every small business has now recognized the need for having a presence
on the Internet, many do not know where to start, how much it will cost, or even how it will
benefit their company. 

Market Trends:

An important trend in the market is at the moment one of aggressive online marketing and
website. While many small businesses are still waiting to get a presence on the Internet, those
who have started to look for more options along the lines of improving the already made efforts.
We believe that in the coming years, small businesses, especially, will look for more ways to get
traffic to their sites.

Market Growth:

Our target market has been growing and expanding toward Internet and Web usage at an
astonishing rate. In addition, Internet usage by our clients' customers has been growing
exponentially. Users want innovative and unique ideas and designs which suits according to their
products and features. Online marketing is becoming famous on social networking sites as well
as on affiliated website partners. People are more and more diverting towards e-commerce for
online purchases.

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 Segmentation and Identification of Target Market Segementation:

Demographical Geographical Age, Income, Gender

All over the Glob

Education, Occupation

Psychographic Behavioral
Social class, Lifestyle User Status

Personality Characteristics Usage Status

Attitude

Market Segmentation:

A Market should be segmented before a firm plan to launch a product in the market. Market
consists of buyers and sellers who differ from one another in one or more ways. Everyone has
different wants, needs, resources, location and practices. We decided to make the segments of the
Pakistani market for the convenience that we would have before launching ourselves here. So
Creative Solutions Provider segments our customer on the basis of following things:

Geographical Segment:

There is no geographical boundary across the internet so no need of this segmentation.

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Behavioral Segment:

In behavioral segment, we went through the process of finding out the attitude and frame of mind
people have, about the new products that arrive into the market. In behavioral segmentation,
consumers are divided into groups according to their mind set and attitude towards service. It is
actually based on the behavior of the consumer.

 Loyalty Status:

There are two ways to grow a business. First is to acquire new customers and second is to retain
your existing customers. The more loyal your customer is to you, the more your customer base
will increase. In case of our plan, we have some advantage because we are well at our internet
coverage.

 Usage Segment:

In the current era people are busy to making their career and they want to avail quick services so
our organization provide the same benefits and services which our customers demand.

Demographical Segment:

 Age:

Generally, there is no age limit focused. The target and focus is on each and every individual in a
society.

 Income:

Income is the main factor that influences consumer’s purchasing power. Consumers who have
low incomes may not be able to purchase their desired service whereas consumer with higher
incomes may not be satisfied with the existing service. Here income is an important key factor
for us.

 Social Differences:

Class difference plays a vital role in the demographic factor of our organization. Generally, we
target upper class, upper middle class, middle class and lower class.

Targeting:
Our target is small business men, government officials, multination companies, students and
general public also.

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Differentiation:
We will use different differentiation strategies for our online customers to differentiate our
services from our competitors.

Firstly, we will differentiate our services as an agent. Through our expertise we will hire online
experts who are efficient to deal with the problems of the clients and solve their problems in
short time period and make our clients feel easy. We will also differentiate our online services
through price. We will charge lower online price than our competitors.

Positioning:
We promote a “high quality positioning” for our service through high quality service, charge
reasonable price, quick and online distributes and advertises in several search engines with a
high circulation.

3. Objectives:
Earn revenue of Rs. 500,000 in a year.
Increase brand awareness among targeted segmentation.
Increase the traffic on our website through Search Engine Optimization (SEO) and
through online marketing.
Increase the revenue by 15% for the next two years.
Build strong long term relationship with our clients.
Global recognition of Creative Solution Provider within two years of its launching.
Developing good contacts with third party for referring clients to our website with better
payoff.

4. E-Marketing Strategy:

 Services:
We offer a wide range of Designing and Programming services, Maintenance and Support
services, Custom e-commerce solutions, Flash Design, Search Engine Optimization and
Internet Marketing under one umbrella. We have team of Professional Designers and
Engineers having expertise in the following services.

Web Designing:
We offer innovative, and professional website design services implementing the latest
user interface techniques, adhering to the client’s design ideas, and converting the ideas
into reality. We can have built Content Management System, Forums, Blogs or

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Ecommerce shopping cart according to our customer needs. For designing purpose, our
expert team used Adobe Flash, Wordpress, Dreamweaver, HTML, CSS,
Joomla/Mamboo, Drupal, etc.
We would also create mock-up demo to our clients to show them the flow of user
interface, navigation, content layout, color schemes and in the end we perform testing of
those mock-up demo for compatibility in all web browsers.  

Web Development:
In order to accomplish our client’s highly focused business objectives and needs, our
team of professionals develop dynamic and secure websites that reach their target market,
meet company goals and lend a strong support to sales strategies. We offer database
driven websites allowing the administrator to manage the content of the various areas of
the website from a control panel and have friendly Content Management System.
For development purposes we use HTML, PHP, CSS, DHTML, AJAX, JavaScript,
WordPress, XML, Perl etc. For Server and Database Applications Apache,
MYSQL, MS SQL.

Search Engine Optimization:

Search Engine Optimization (SEO) is a process of setting up your website so it achieves
solid, high rankings of Search Engine Results Pages (SERP) for important keywords
and/or key phrases. Our SEO experts uses a mixture of techniques, tools, and technical
skills to get the desired results. Our SEO service plans can help them reach their
following goals;

 SEO results in increased targeted traffic to your website.

 SEO helps create brand identity.
 SEO creates better search engine positioning.
 SEO helps you gain competitive advantage.
 SEO boosts product sales and online visibility.
 SEO can allow you to compete efficiently and effectively against larger competitors.
 SEO is the cheapest marketing tool even on the net.

Internet Marketing:
We make sure that we provide the best available solutions to our clients in anything
related to internet marketing. We want you to try us for all your internet marketing needs
including Search Engine Optimization (SEO), Paid Advertising including PPC, SMS
Marketing, Brand Promotion and Blogging.

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Graphic Designing:
We will plan, develop, and deliver any size project from logo design, business cards, and
brochures to comprehensive business branding & identity packages and informational or
e-commerce websites.
Web Hosting and Maintenance:

We provide web hosting services that are simple to use. Regardless of whether you run a
small-size personal site, a web store or even a corporate website, we have the necessary
tools, which will allow our clients to manage their web site with ease. The website
maintenance includes updating content, repairing web pages and creation of additional
pages. And if ever they face any difficulty we offer an outstanding 24x7 tech support
service with an average response time of less than twenty minutes.

 Prices:
To attract and sustain our very new customers for the company, we offer very dynamic prices to
our valuable customers as compare to our competitors.

Service's Charges

Web Designing We will charged Rs. 11000/- for 10 pages of the website
and will charge extra Rs.1000 per web page.
Web Development For Static Websites we charged Rs.6000/- while for
Dynamic Websites like e-commerce, social bloggers we
charged Rs.9000/-
Search Engine Optimization Rs.3000/- is charged for providing best SEO services in
the entire region.
Graphic Designing We offer Premium Package to our clients including
business cards, brochure, flex and sign boards etc in just
Rs.6000/- only.
Web Hosting Rs.2000/- per year for .com, .edu, .info, .org, .net, .gov
Rs. 3000/- per year for.com.pk,.edu.pk,.gov.pk, org.pk.,
co.uk
Rs. 4000/- per year for .name
Rs.5000/- per year for .tv (Entertainment Website)
Web Maintenance Rs.3000/- per month for 5 pages’ website.
Rs.4000/- per month for 10 pages’ website
Rs.6000/- per month for 15 pages website

Internet Marketing Rs.7000/- per month

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Economy Package:
We also offer special economy package to our valuable clients which include the following
benefits in just Rs. 12,000/-
Unique Responsive Design
Up to 10 Web Pages
Contact Form/Sign Up Form
Photo Gallery
Flash Banner
Web Hosting & Domain Registration

 Place:

Place includes organization activities that make the services available to target consumers.
Efficient and quality assured service, attractive pricing, huge promotional activities are
meaningless if a service is not available to the consumer on the desired time.

 Promotion:

Promotion means activities that communicate the merits of the services and persuade consumers
to buy it. It is the method used to inform and educate the chosen target audience about the
organization and its products/services. Using all the resources of promotion:
Advertising on different websites.
Sales Promotion through direct mail of flyer.
Public Relations via society links on internet.
Events and Experiences
Coupons, Discounts and Bundled packages offered to our customers.
An organization finds most of its meanings and survival through promotion.

5. Implementation Plan:
We now implement our plan within the organization by building relationships with our
customer’s side by side and will see and evaluate the results after this implementation.

 Relationship Building Methods:

We also want to build a good relation with the various clients from various locations by
obtaining appropriate publicity, building up a good corporate image, and handling or heading off
unfavorable gossips, stories, and events.
Public Relations Tools Are:
Internet
Print Media

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Social Page on Facebook, Twitter

Profile on LinkedIn

 Building Professional Team:

Getting the right people for our new business is very important for us. To operate over all online
operations, we build a team of 5 members to provide excellent services to our clients and retain
them for a long period of time. Number of our employee increases as our projects increases.
A graduate student from the University of Punjab, Computer Science Department will be
used for the development of the websites as well as the periodic maintenance of the site.  A
graduate student will be used because of their expertise and typical below market rate.
M. Usman Danish (CEO) will handle the Graphic and Web designing of client’s websites.
This will reduce the cost of a person whose services are taken in this regard.
SEO is key to success in online business. We should hire an expert in this regard to promote
client’s website through Internet marketing and SEO. Our SEO also help us to bring more
and more traffic on our website.
Two of our members, Miss Maria Hassan and Mr. Muhammad Usman will handle all the
record of revenue and expenditures of the company.

Beside of building a team of professional experts, we also strive to build good strategic alliances
with third party for referring clients to our website with better payoff. This will help us in
making new clients for us.

6. Budget:
The viability of a business is measured by its long-term survival, and its ability to have
sustainable profits over a period of time. If a business is viable, it is able to survive for many
years, because it continues to make a profit year after year. The longer a business can stay
profitable, the better its viability.
We have total Rs. 250,000/- to invest in new business and we invest Rs. 2, 00,000/-. We use
remaining amount for betterment of our business whenever we needed.
To compute viability, we compute following things;

Revenue Forecast:

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Revenue Forecast

1000000
900000 Affliate Referrals
800000 Internet Marketing
700000 Web Maintenance
Web Hosting
600000
SEO
500000 Graphic Designing
400000 Web Development
Web Designing
300000
200000
100000
0
6 Month 1 Year 2 Year

Revenue Forecast for 6 Months:

Web Designing: 7 x 11,000 = 77,000

Web Development: 4 static: 4 x 6,000 = 24,000
3 dynamic: 3 x 9,000 = 27,000
Graphic Designing: 2 x 6000 = 12,000
SEO: 5 x 3000 = 15,000
Web Hosting: 10,000
Web Maintenance: 24,000
Internet Marketing: 3 x 7,000 = 21,000

(Total: Rs: 210,000/- )

Expected Affiliate Referrals: 3.5 x 1,000 = 3,500/-

Revenue Forecast for 1st Year:

Web Designing: 12 x 11,000 = 132,000

Web Development: 7 static: 7 x 6,000 = 42,000
10 dynamic: 10 x 9,000 = 90,000
Graphic Designing: 5 x 6,000 = 30,000
SEO: 12 x 3000 = 36,000
Web Hosting: 26,000
Web Maintenance: (8 x 3000 = 24,000, 10 x 5500 = 55,000) = 79,000

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Internet Marketing: 7 x 7,000 = 49,000

(Total: Rs: 484,000/-)

Affiliate Referrals: 3.5 x 4500 = 15,750/-

Revenue Forecast for 2nd Year:

Web Designing: 15 x 11,000 = 155,000

Web Development: 15 static: 15 x 6,000 = 90,000
20 dynamic: 20 x 9,000 = 180,000
Graphic Designing: 12 x 6,000 = 72,000
SEO: 20 x 3000 = 60,000
Web Hosting: (10 x 2000 = 20,000, 15 x 3000 = 45,000, 5 x 4000 = 20,000, 3x 5000 =
15,000) = 1,00,000
Web Maintenance: (12 x 3000 = 36,000, 15 x 5500 = 70,000, 7 x 9000 = 63,000) =
1,69,000
Internet Marketing: 8 x 7,000 = 56,000

(Total: Rs: 882,000/-)

Affiliate Referrals: 5 x 7250 = 36,250
Expected Affiliate referrals to other web sites are our side income which help us to pay our
other miscellaneous expenses.

Expenses:
Online business also bears lot of expenses for smooth their running. Below is the list of our
expected expenses to make our survival possible in competitive market.

1. Salaries:
We actually hire two professional’s experts form market. Their salaries are allocated
according to their work.
Web Developer is initially offer with Rs. 20,000/- per month for his services of web
development, hosting and maintenance.
For SEO and Internet Marketing, we pay Rs. 10,000/- per month to our expert. His
work is mostly part time for us.

So our total expense for salaries is Rs. 30,000/- per month and for 6 months it is Rs.
180,000.

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2. Marketing Expenses:
For online advertising and promotional activities both online and offline, we allocate
Rs. 15,000/- to generate traffic to our website.

3. Technology Cost:
To setup our online business, we need some physical items for our professional use. This
cost is once time cost for us along with normal up-gradation charges.
5 PC's and LED's for professional use with all professional software's.
PTCL Internet for networking and other online use.
Developing and maintaining cost of our web hosting server.
The cost of licensing the software's.

Budget allocated for technology cost is Rs. 150,000/-.

4. Affiliate Expense:
Our affiliate expense is different for different parties. Minimum rate upon which we
bargain will be 25% of the total cost of the project for web site designing, development,
maintenance and hosting while 10% for SEO and Internet Marketing.

7. Evaluation Plan:
After that we will be able to measure the actual performance of our business and team. We must
compare the performance with standards. Appraisal of performance or comparing actual
performance with pre-determined standards is an important step in control process.
Viability:
We initially invest Rs. 2,00,00/- and within half year we earn Rs. 210,000/- and after one year
our revenue increases and became Rs. 4,84,000/- minimum so this business sounds viable
because we are three members and two paid employees and this return is used for personal use
and this business seems viable.

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