Key characteristics of a quality website include usability, functionality, reliability and efficiency (Olsina,
Lafuente & Rossi, n.d.). These key characteristics will be focused around, in addition to the increasingly
effective user experience, as outlined in the current market trends within the business plan. Research
indicates major mistakes in building a website include poor search features, promotional advertisements,
pop-up windows and violating design conventions (Nielsen, 2011). The website will be careful, from the
time of its construction to not fall victim to these errors.
Overall, the focus of the website will entail constructing trust and relationships with consumers, but
focusing on building a simple platform to enable consumers to learn, engage and share. Each area of focus
will have its own goals. The scope of the learning will entail an introductory picture that explains the
process of bidding and end with a link for the user to begin engaging. Once purchased bids or browsing
merchandise, the website will keep users engaged through competitive bidding and arouse their emotions
to increase the bid price, have them actively ask questions and write reviews through incentives tied with
levels of engagement. This may include drawings held each month for consumers who bid more
frequently, such as one competition entry for each bid placed and two for each review made.
The final area of focus is most important with the competitive advantage of building trusting relationships
with consumers and the public. This will entail real testimonials of winners, actual areas that the donations
of consumers are being made with stories of people helped and sustainability initiatives within the
company. It will also be transparent in the owners and board.
The marketing budget is assumed to be larger, relative to other players within the retail industry. This is
due to the nature of the company’s product prices increasing directly proportional to the amount bidders
on the platform. The company will focus the marketing budget around marketing communications and
channels. This includes a key cost driver of online advertising, more specifically, Google Adwords and other
pay-per-click and affiliate programs. Internal promotions will be constructed, with the discounts of goods
being absorbed by the marketing budget as to entice new potential customers to switch from their existing
penny bids service platform.
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