Website business plan. A Template by.

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Alban Sharp
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1 Website business plan A Template by

2 Purpose of this Document This document provides an outline of a website business plan covering the essential areas that should be addressed when developing such a plan. Whether creating a new website or re-developing an existing one, it is important to address the business case underpinning the online presence. Developing the business case is vital in ensuring that the online presence matches the organisation s mission and objectives and can be managed and resourced appropriately. 1 Rationale Description Benefits of the online presence Management Marketing strategy Resourcing Challenges Evaluation... 6 How to use this Document It is intended that organisations will work through each section of the outline considering the issues listed and whether there are other aspects that require planning. The response to each issue should be recorded. Organisations are encouraged to add additional sections to their plan and/or alter aspects of this outline as appropriate to their organisation and circumstances. It is recommended that the key stakeholders in the organisation be involved in developing the website business plan as this will improve the quality of the plan and its acceptance by everyone. This document is available from Conditions of use This document is free and may be copied, re-purposed and altered as required. This document may not be sold. An acknowledgement of United Focus Pty Ltd as the author and source of the template should be made in an appropriate location in the document. The information contained in this manual has been assembled in good faith. United Focus Pty Ltd accepts no responsibility for the accuracy or completeness of the information contained in this document or for loss arising from decisions based on this document. 2005, United Focus Pty Ltd Page 2

Developing the business case is vital in ensuring that the online presence matches the organisation s mission and objectives and can be managed and resourced appropriately. 1 Rationale.

3 The Website Business Plan 1 Rationale Statement of the vision and goals of the organisation s online presence eg increase revenue, cut costs, save time, increase audiences/customers, meet business requirements. How the online presence relates to, or enhances, your organisation s overall mission statement, goals and aspirations. 2 Description Description of the type of online presence being proposed eg any one or combination of: information dissemination, entertainment, awareness, promotion, access to services and products If re-developing an existing website, outline of the extent of the re-development how much of the old site will remain, how much will be new. Who the target audience is (these may or not be stakeholders) ie who you want to reach and what you think (or the result of research) they want to see and do on your site. Brief description of the scope and depth of its content. Brief description of what users will be able to do on the site eg download documents, order and/or pay for tickets or products, access the members database and update their details. 3 Benefits of the online presence Who will benefit from the online presence and in what way(s)? What, if any, are the likely benefits of the online presence over the next 2-3 years? What features of the online presence will help to generate these benefits eg online forms, e- commerce, sms 2005, United Focus Pty Ltd Page 3

2 Description Description of the type of online presence being proposed eg any one or combination of: information dissemination, entertainment, awareness, promotion, access to services and products

4 4 Management Statement as to who is ultimately responsible for the online presence and what committee, group or team is overseeing the website etc. Who will manage the online presence and to whom do they report? Outline of the project management methodology/strategy to be adopted meetings, communication. What are the risks and how do you intend dealing with them eg. intellectual property, cost blowout, only one person in the organisation knowing how to update the site, a signed agreement with the web developer Develop the management schedule for the next 24 months showing the timeframe for such things as: business plan approved, redevelopment of a website, online promotional campaign, content review, first review. What are the legal issues relevant to your online presence eg IP, copyright, contracts with thirdparty suppliers eg web developers, trade practices act, disclaimers How are legal issues to be managed overall and on a day-to-day basis? 5 Marketing strategy Who are the external stakeholders and audiences and what are their respective needs? How will the online presence meet those needs/demands/expectations? How will the site be promoted eg via search engines, registration with portals? What features will be included in the website to support its promotion eg subscriptions, virtual postcards? How does its look and feel and content complement and add value to the branding of your organisation? What are the likely costs and required time allocations for implementing and monitoring the promotional strategies? 2005, United Focus Pty Ltd Page 4

What are the risks and how do you intend dealing with them eg.

5 6 Resourcing People The names of the organisation s personnel who will be involved in developing and maintaining the online presence and their respective roles updating, technical, promotion etc. The approximate time commitment required of each during the development and in the on-going maintenance of the site. Training required especially for the maintenance of the site. Equipment The hardware and/or software that may be required by organisation s staff in the development and maintenance of the site eg a computer and Internet connection for all in the office Funding The estimated amount required to fund the online presence eg establishment of a new website (or re-development) and its on-going maintenance and promotion. The source(s) of the funds. Outsourcing What, if any, part of the developing and maintaining the online presence is to be outsourced eg web hosting, graphic design? How is the outsourcing is to be conducted and managed eg tendering, contracts? 7 Challenges In what ways might the culture of the organisation need to change in order for it to embrace the online world and benefit fully from its online presence. What are the difficulties and challenges changing the culture if required? Technical and procedural challenges with integrating the online presence with office systems (eg databases, financial systems), the office intranet and office procedures (eg induction of new staff) likely to change as a result of the online presence. What security of data/information on the website is required and how might this restrict what can be done/afforded online? Securing the appropriate fixed and re-current resources (time and money) required to plan, develop, maintain and evaluate the online presence. Can the content be collated, edited and cleared in time to meet milestones will some contents be impossible to gather/use? One-off events or outside forces that may adversely affect management and effectiveness of the online presence eg key staff on leave, changes in Internet (3G) technology and use 2005, United Focus Pty Ltd Page 5

Equipment The hardware and/or software that may be required by organisation s staff in the development and maintenance of the site eg a computer and Internet connection for all in the office Funding

6 8 Evaluation The criteria by which to judge the degree of success of the site - these will largely relate to the stated goals eg 30% cost savings or reduction in staff time allocated to a particular area or task, level of site traffic equivalent to similar sites or the old one. Measurement methodology eg who will conduct the evaluation and via what method - collection of statistics, surveys, focus groups. Reporting on the evaluation: who, when and format. 2005, United Focus Pty Ltd Page 6

Website business plan outline

Website business plan outline www.unitedfocus.com.au Purpose of this Document Whether creating a new website or re-developing an existing one it is important to have addressed the business case underpinning