BigTree Office Products Business and Marketing Plan

Transcription

1 BigTree Office Products Business and Marketing Plan

2 TABLE OF CONTENTS TABLE OF CONTENTS 2 EXECUTIVE SUMMARY 3 THE ONLINE WOMAN 8 A PROFILE OF ADMINISTRATIVE PROFESSIONALS 17 MEDIA HABITS 24 ACQUISITION, CONVERSION, AND RETENTION COSTS 27 BOISE CASCADE 33 CORPORATE EXPRESS 35 BTOP 38 USOP 42 ONLINE OFFICE SUPPLIES 45 WORKS.COM 46 A TYOUROFFICE.COM 48 ONVIA.COM 49 OFFICE DEPOT 51 STAPLES 52 OFFICE MAX 53 2

3 EXECUTIVE SUMMARY Women Online: Who Are They? As women, on average, spend more time in the workplace, they also are becoming regular Web surfers. In fact, 64% of online women are working full time, 82% are college educated, and their average household income is $53,000 to $63,000. The majority, 56% are moms with children under 18. The 1998 Georgia Tech's Graphic, Visualization & Usability Center (GVU) survey shows women are more likely than men to use the Web for personal information, and education. GVU surveys also indicated women web users spend less time on the computer at work, and are inclined towards browser based applications (e.g. Netscape Messenger, AOL.). Further, women are less likely to use all the technology features on their software. Administrative Professionals Online According to the GVU, Administrative Professionals, Support, and Temporary staff comprise 13% of all online users, with females being more likely to hold these positions than males. The International Association of Administrative Professionals (IAAP) confirms this with statistics that show their members expressing high demand for computer and Internet training. Training sought by administrative professionals:. Computer-Specific Software 74.3%. Supervisory/Management Skills 32.7%. General Computer 22.0% Other areas in which the administrative professionals say their skills could be utilized more fully include:. Internet research, 50.0%;. advanced computer software applications, 43.6%; Sourcing Office Supplies A recent Study of over 800 IAAP members demonstrated that 78% of respondents make purchasing decisions. More than 60% of those decision makers have the authority to request products by brand name, and more than 50% of members are fully responsible for office supplies purchasing, meaning that they can choose the supplier. 3

4 Average 1999 US Salary Ranges, Administrative/Secretarial (Office Team 1999 Salary Guide) Administrative Assistant : $ 20,000 - $25,500 Senior Administrative Assistant : $23,500-$36,000 Executive Assistant : $26,000-$34,000 Senior Executive Assistant : $32,000-$45,500 Office Manager (up to 5 years exp.) : $25,000-$32,000 Senior Office Manager (5+ years exp.) : $32,500-$43,000 Specialized Medical Secretary : $26,000-$36,000 Desktop Publishing Specialist : $27,000-$38,000 Number of Executives Supported: One 40.0% % % % 11 or more 2.6% Job titles reflect changing responsibilities (Reported in a recent survey of PSI members) Administrative Assistant : % Secretary : % Executive Secretary : - 4.3% Executive Assistant : - 8.6% Administrative Secretary : - 8.6% Office Manager : - 4.8% Other: Coordinator, Technician, Associate, Administrator, Supervisor : % Job opportunities: 262,000 positions as clerical supervisors/managers predicted to be added between 1996 and (US Dept. of Labor) Shorthand required for position: No % Yes % No Response 3.4%. 4

5 MEDIA HABITS MAJORITY OF MARKET USES SEARCH ENGINES AND HOT LINKS FOR NEW SITES Print newspapers and magazines aren't the primary vehicles viewers explore to find new sites, but 63% of male respondents and 61% of females do check traditional publications, according to a 1998 survey by the GVU. Figure 6 shows that although hot links and search engines were the most popular way to find WWW pages for both men and women, female Web users were more likely to find out about Web sites from friends, while their male counterparts proportionately made more use of usenets. 88% percent of respondents said other web pages were a main source for new sites, according to the Atlanta-based research center's Tenth WWW User Survey. Source : GVU's 10 th WWW User Survey (October 1998) Figure 6: How Users Find WWW Pages 5