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ASM3-DBD-Structure

The document outlines a project for a team of students to simulate creating an online startup business, focusing on defining a business concept, building an e-commerce website, tracking performance with Google Analytics, and developing marketing strategies. Key phases include business planning, website design, data analysis, and strategy optimization, with a final presentation of findings. The goal is to demonstrate understanding of digital marketing integration, SEO/SEM principles, and effective online tools usage.

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10 views5 pages

ASM3-DBD-Structure

The document outlines a project for a team of students to simulate creating an online startup business, focusing on defining a business concept, building an e-commerce website, tracking performance with Google Analytics, and developing marketing strategies. Key phases include business planning, website design, data analysis, and strategy optimization, with a final presentation of findings. The goal is to demonstrate understanding of digital marketing integration, SEO/SEM principles, and effective online tools usage.

Uploaded by

My Kieu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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*Summary of the Problem:

You (as part of a team of 5-6 students) need to simulate creating an online startup business. The
core tasks are:

1. Conceptualize: Define an online business idea, its products/services, target audience,


and competitive landscape.
2. Build: Create a multi-page e-commerce website for this business using Google Sites,
focusing on good User Experience (UX) design, even though full e-commerce functions
aren't available. You must map the customer journey across the site pages.
3. Track & Analyze: Integrate Google Analytics (GA) with your website and track its
performance for at least two weeks. Analyze key GA data dimensions (acquisition,
engagement, retention, user, tech) to gain insights, even without actual sales data.
4. Strategize & Optimize: Based on your GA analysis, propose specific, actionable
recommendations for:
o Website Optimization: Improving SEO (on-page, off-page, technical) and
UX/navigation.
o Marketing Strategy: Designing targeted campaigns using two specific digital
marketing techniques (chosen from search marketing, social media, digital PR,
digital partnerships, digital messaging), complete with mockups/visual examples.
5. Report: Present your findings and strategy following the recommended structure.

The overall goal is to demonstrate your understanding of using online tools strategically (CLO2),
integrating digital marketing into a business framework (CLO3), applying SEO/SEM and web
design principles (CLO4), and designing/planning an internet marketing strategy (CLO5).

*Method and Structure to Complete the Assignment:

Here's a step-by-step approach following the recommended presentation structure:

Phase 1: Business Conception & Planning (Corresponds to Section 1)

1. Team Brainstorm: Decide on a viable online business idea. What gap can you fill?
What problem can you solve?
2. Define Business Concept: Clearly articulate the core idea, mission, and vision.
3. Set Goals: Define specific, measurable, achievable, relevant, and time-bound (SMART)
goals for the business (e.g., target website traffic, engagement metrics within the
semester).
4. Detail Products/Services: Describe what you offer and highlight unique selling
propositions (USPs).
5. Identify Target Market: Create detailed personas of your ideal customers
(demographics, psychographics, needs, online behavior).
6. Analyze Competition: Identify key competitors, analyze their strengths/weaknesses, and
define your competitive positioning.

Phase 2: Website Design, Build & Initial Promotion (Corresponds to Section 2)


1. Plan Website Structure: Map out the necessary pages (e.g., Homepage, About Us,
Product/Service Categories, Product/Service Details, Contact, Blog - if applicable).
Define the purpose of each page.
2. Map User Journey: Determine how users will navigate the site through different stages
(Awareness, Consideration, potential "Purchase" simulation/lead gen,
Post-Purchase/Loyalty engagement). Assign specific pages to these stages.
3. Design & Build (Google Sites):
o Create the website using Google Sites, focusing on clear navigation, intuitive
layout, relevant content, and visual appeal (good UX principles).
o Ensure the design reflects an e-commerce structure even without full
functionality.
o Crucially: Add the required disclaimer ("This e-commerce website is for
educational purposes only. It is not a real e-commerce site.") to every page.
4. Integrate Google Analytics: Set up a GA property and correctly install the tracking code
onto your Google Site. Verify it's working.
5. Initial Promotion: Implement basic strategies to get initial traffic (required for GA data).
This could involve:
o Sharing the link within your network (e-WOM).
o Posting on relevant (personal or mock) social media channels.
o Sending out emails (if applicable to your simulation).
o Document these initial efforts.
6. Provide Website Overview: Note the final URL and list the pages created with their
purposes.

Phase 3: Data Collection & Analysis (Corresponds to Section 2 - Back-end)

1. Monitor GA: Regularly check Google Analytics over at least a two-week period after
the tracking code is active and you've had some initial traffic.
2. Analyze Key Reports:
o Acquisition: How are users finding your site (e.g., direct, referral, organic search
simulation)?
o Engagement: What are users doing? (e.g., pages per session, average engagement
time, specific page views, events if set up).
o Retention: Are users coming back? (e.g., new vs. returning users).
o User Demographics & Tech: Who are your users (location, language)? What
devices/browsers are they using?
3. Visualize & Interpret: Use various GA charts/graphs. Compare data over time, across
segments, or geographic locations. Extract meaningful insights – what do the trends tell
you about user behavior and website performance relative to your goals? What's working
well? What isn't?

Phase 4: Strategy Development & Optimization (Corresponds to Section 3)

1. Identify Opportunities from Analysis: Based directly on your GA insights (e.g., high
bounce rate on a specific page, low traffic from a certain source, popular content),
pinpoint areas for improvement.
2. Propose Website Optimization:
o SEO: Suggest specific on-page (keywords, content), off-page (simulated backlink
ideas), or technical SEO improvements feasible within Google Sites limitations.
o UX/Navigation: Recommend changes to improve user flow, reduce friction, or
enhance engagement based on observed behavior (e.g., simplifying navigation,
adding clearer calls-to-action).
3. Design Marketing Strategy:
o Select Techniques: Choose two methods from the list (search marketing, social
media, digital PR, digital partnerships, digital messaging). Justify your choices
based on your target audience, business goals, and GA insights (e.g., if GA shows
users engage well with specific content, plan social media promotion around it).
o Develop Campaigns: Outline specific campaigns for your chosen techniques.
What platforms? What messaging/content? What target audience segments?
o Create Mockups: Provide visual examples (e.g., a sample social media post, a
mock Google Ad, an email draft, a PR pitch idea).
4. Prioritize & Plan: Explain why you chose these specific recommendations (impact vs.
feasibility). Outline a basic implementation plan (key steps, timeline if relevant). Ensure
recommendations align with the business goals set in Phase 1.

Final Step: Presentation/Report Compilation

 Organize all the collected information, analyses, designs, and strategies according to the
3-part structure provided in the assignment brief.
 Ensure clear communication, use visuals effectively (screenshots, GA charts, mockups),
and demonstrate critical thinking by linking analysis to strategy.
 Remember to unpublish the Google Site at the end of the semester (Week 15).

 Business Concept and Goals:

 Refine the Concept: What exactly are you selling?


o Is it pre-cooked, ready-to-eat meal prep delivered daily/weekly?
o Is it curated boxes of healthy snacks?
o Is it fresh ingredients portioned for specific healthy recipes?
o Is it supplements alongside food?
o Focus: What makes your offering unique? Convenience? Specific dietary plans
(keto, high-protein, vegan)? Taste? Locally sourced ingredients?
 Niche/Pain Point: You're addressing the difficulty gym-goers and weight-conscious
individuals have in consistently accessing food that meets their specific nutritional needs,
especially if they lack time or knowledge to prepare it themselves.
 Define Goals: What will success look like for your simulated business website within the
timeframe of the assignment? Examples:
o Achieve X website visits per week.
o Get Y number of inquiries through a contact form (simulating leads).
o Maintain an average session duration of Z minutes (showing user engagement
with content).
o Have a certain percentage of returning visitors.

 Products or Services:

 Detail Your Offerings: Be specific.


o List sample meal names (e.g., "Lean Chicken Breast with Quinoa & Steamed
Broccoli," "Vegan Tofu Scramble Breakfast Bowl").
o Provide nutritional information examples (calories, protein, carbs, fat).
o Describe any meal plans or subscription options (e.g., "5-Day Weight Loss Lunch
Plan," "Muscle Gain Dinner Pack").
o Highlight unique features: freshness, ingredient quality, special dietary options,
customizable plans.

 Target Market:

 Profile Your Customers: Go beyond just "gym-goers."


o Demographics: Age range (e.g., 22-45), income level (can they afford regular
meal delivery?), location (initially focus on specific districts in Ho Chi Minh City
for delivery?), profession (busy office workers?).
o Psychographics: Are they highly dedicated athletes or casual fitness enthusiasts?
What are their specific goals (weight loss, muscle gain, general health)? What are
their values (health, convenience, sustainability)? What are their struggles (no
time, don't like cooking, confused by nutrition)?
o Behavior: Which gyms do they attend? What social media platforms or fitness
apps do they use? Where do they currently buy food?

 Competitive Landscape (Crucial for HCMC):

 Identify Competitors: Research businesses in Ho Chi Minh City offering similar


services. This could include:
o Other dedicated healthy meal prep delivery services (e.g., look for names like
Fitfood VN, SmartMeal, LeanFood, Meal Kcal, or similar current services).
o Restaurants/cafes known for healthy options that offer delivery via apps
(GrabFood, ShopeeFood, Baemin).
o Supermarkets or smaller stores selling healthy snacks, drinks, or ready-to-heat
meals (e.g., Annam Gourmet, local health food stores).
o Online stores selling fitness supplements (if you plan to include these).
 Analyze & Position: How do competitors operate? What are their prices? What are their
strengths and weaknesses? How will your business differentiate itself and offer unique
value? (e.g., More authentic Vietnamese healthy options? Better customization? Faster
delivery? Focus on specific diets like Keto/Vegan? Lower price point? Premium quality?)

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