Project proposal

for e-commerce development for

Fausto Santini
Written by: Raffaella Orlandi, Malin Carlberg, Jameel Golding

1. The characteristics of online selling

2. Why the online selling improves profit
3. How the online selling applies to fashion and luxury market
4. Examples
5. Your market position
6. Financial layout: time requested to develop the system, a rough cost estimation,
principal deadlines
7. Risks
8. Who we are
The characteristics of online selling
They search for your products, your brand
or any other specific word you have
chosen
GLOBAL market of internet
users

They search for your website YOUR WEBSITE

Product/Info based Your Online List of People

Your Online Shop
membership Wanting Info from You

Special offers/campaigns/Joint
Monthly regualar sales Direct sales
ventures

COUNT YOUR ADDITIONAL MONEY

 Why the online selling improves profit
What you acheive by adding
e-commerce to your sale
channels:
1. GLOBAL exposure of label
2. Greater selling power
3. Increased reveue
generator
4. Market penetration
5. Customer satis faction
6. Constant market research
Basic principles of building an online business
(standing alone or as compliment to existing
business):
Chose them – decide your targeted market
Find them – identify where they ”hang out”
Catch them – get them to your website
Keep them – build a relationship with them by
regualar communication
Sell them - sell your products or services through
direct sale, up sell, cross sell, joint ventures,
continious programs etc.
COUNT YOUR MONEY!
Why a company should have a global market
 The E-Fashion
Shops with their walls vanish in favour of a virtual website and local customers typical of
traditional fashion shops have been substituted by global internet web surfers.

Selling on-line fashion items, space constraints (traditional shops) and time constraints
(opening hours) have been overcome. More - over, it is possible to access and purchase
fashion products wherever and whenever the demand arises. This enables the fashion
seasons to be prolonged which improves income

 Exponential grow of sales without the opening of new boutiques

 Reduces managing costs
 New markets penetration
 No personnel and structure cost
 Examples:
• Yoox.com: It is fashion pioneer where is possible to buy Armani, Diesel,
Dolce Gabbana, Valentino, Prada with a discount till 75%. Even if is Italian,
Yoox sells in a 55 countries being a leader in this field. This market
strategy allowed Yoox turnover to grow from zero to 50 millions of Euros
in 6 years.

• Emporioarmani.com: last year he opened his virtual store to sell his prêt-a-
porter catalogue all over the world.

• Store.dolcegabbana.com
 And for the shoes…
• Multi-brand on line shopping: www.rabanser.com for medium level shoes,
www.styledrops.com and www.fashiondrops.com for high level products
• Mono-brand: www.gucci.com

Where are Sergio Rossi, Rossetti, Guzzini, Prada and all the top level brands?
 Why the E-Fashion will be an opportunity in
your case/1

The highest number of on line buyers

and the biggest markets are where your
brand is not present

Source: Studio Ambrosetti, 2008

 Why the E-Fashion will be an opportunity in
your case/2

The biggest on line market abroad for

Italian Companies is fashion

Source: Studio Ambrosetti, 2008

 Your Market Position
• Internationally recognised talent, but only one boutique abroad because costs
and crisis

It’s time to use technology to build a worldwide business

Financial layout: time requested to develop the system,
a rough cost estimation, principal deadlines

PLANNING – IMPLIMENTING – MANAGE - REVIEW

PHASE 1 – PLANNING Create the blueprint for all steps mentioned on page 3.
Set up deadlines KRAs for all involved parts.

PHASE 2 – IMPLIMENTING Doing the technical changes required.

Set up fullfillment of orders and payment systems.

PHASE 3 – MANAGE Teach/train how it all should be run on a daily basis incl
marketing, fullfillment and technology or have it outsourced to us.

PHASE 4 – REVIEW Analyses of outcome to have a foundation for flexible

future development and decision making.
 Who we are
• Malin Carlberg CEO Master Mind Group, Founder TurnAroundAid, Co-founder “The
EUROPA Growth Initiative” Vice President Professional Women Association, Milano.
Senior consultant and coach in international business strategy, sales and performance
management. Independent Associate to The Academy of Business Strategy. Global
speaker, writer & social entrepreneur.
• Raffaella Orlandi
• Jameel Golding