Products & Services that can move online & Platforms Available
Customer Fulfillment
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IN PARTNERSHIP WITH
AND THE DC BUSINESS IMPROVEMENT DISTRICTS
➔ Getting Your Business Online
➔ Creating Online Awareness
➔ Customer Fulfillment
➔ Reinforcement: Analyze and Improve
Strategy - July 9th, 2020
4-Part Webinar series will cover these topics:
TABLE OF CONTENTS
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➔ Attendees will be able to identify key pieces of their business that need to be translated online (e.g. branding, product description, inventory management, pricing strategy, delivery/ shipping methods).
➔ Attendees will become familiar with the different methods and platforms available for selling products or services online (e.g. social media retail vs. digital marketplace/ restaurant delivery apps vs. business-owned website) and develop an understanding of the cost and technical knowledge involved in using these methods.
How can my business fulfill customers’ needs online?
LEARNING OBJECTIVES
➔ Things to Consider When Going Digital
3 Types of E-Commerce - Platform Review
Online Ordering for Restaurants
General Considerations for Taking Your Business Digital
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You may have a system for managing inventory for your brick & mortar store; the same things apply online:
➔ List the quantity of each product you are selling➔ You need to count how many have been sold and update the quantity available➔ List products that are in stock/ out of stock➔ List prices for every item➔ Product Descriptions, Specs, & Disclaimers
How do I manage & describe my inventory?
GENERAL CONSIDERATIONS
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What type of imagery/design assets are needed?
➔ Brand logo(s)➔ “Hero” Image➔ 1 - several pictures of each product you intend to list on your marketplace➔ Product description text and details for product listings
Categorize/ filter your products
➔ Ex: shop by color, price, brand, type of product
What type of images/ design assets do I need?
GENERAL CONSIDERATIONS
Things to Consider When Going Digital
➔ 3 Types of E-Commerce - Platform Review
Online Ordering for Restaurants
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➔ Social Media Retail◆ A business who sells their products through social media only and needs to accept
payment from customers; limited inventory
➔ Marketplace ◆ A way for a business to have a digital “storefront” that is part of a much larger website
controlled by a third-party◆ This includes retail marketplaces and food delivery platforms
➔ Business-owned Website◆ A virtual store owned and operated by a business; can be “powered by” an internet engine
such that the business owner can develop the website using templates and standard tools
Defining Social Media Retail vs. Marketplace vs. Website
E-COMMERCE CATEGORIES
The Key Players
SOCIAL MEDIA RETAIL MARKETPLACE BUSINESS OWNED WEBSITE
Marketplace
TIME NEEDED TO SET UPSUMMARY
Amazon
Etsy
Facebook Marketplace
Squarespace
Wix
CO
ST
TIME NEEDED TO SET UP
Shopify
Social Media Retail
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➔ Establish social media account(s)◆ Facebook◆ Instagram
● Instagram Shopping
Getting Started: How to Started with Social Media Retail
SOCIAL MEDIA RETAIL
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➔ Post a product for sale on your social media account(s)
◆ Including basic pricing/ product details
➔ With Shoppable Post/Stories Customer can Instantly Click to Purchase
➔ Payment are collected through Instagram/Facebook
◆ Options for Quick Checkout Available
➔ Deliver product to customer
Shopping on Instagram Business Guide
Instagram Shopping
Getting Started: How to a Manage Social Media Business
SOCIAL MEDIA RETAIL
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Social Media Platform Overview
SOCIAL MEDIA 101
Users 2.2 billion 1 billion
Audience Gen X and millennials Primarily millennials
Best for
Local Business, Community-Based Businesses, Restaurants
Online Businesses, Clothing Stores
Social Media Retail Pros & Cons
➔ Minimal upkeep
➔ Quick set up
➔ Requires social media account + a way to accept payment
➔ Shipping not included
➔ Need audience/Followers
➔ Could feel illegitimate
CONSPROS
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➔ Visual Representation to Your Product Offering
➔ Mobile Friendly
➔ Pre-Existing Audience
➔ Easy to Start
➔ Customers are Instagrams not Your Business
◆ Customer Information Sharing
➔ Customer Experience is Owned by Instagram
CONSPROS
Instagram one of the leading social media platforms, originally started as a photo sharing app. Today, Instagram has transformed to be used by businesses of all kinds to bring a visual representation of their company and what they represent. Instagram has added a in app checkout feature that allows business to sell on platform using stories and post.
SOCIAL MEDIA RETAIL
Free Subscription/Cost per Listed Item
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Social Media Platform - Payout and Acceptable Payments
SOCIAL MEDIA 101
Business Payout Twice Monthly
Account Minimum $100
Acceptable Payments
- Credit/Debit Card - Paypal
Marketplace (Community) Retail
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Marketplace Platform Overview
MARKETPLACE 101
Users 47 million 150 million (Prime) 2.2 billion
AudienceBaby boomers, Generation
X, and millennials, Generation Z
Millennials, closely followed by Generation Z
Gen X and millennials
Best for
Homemade Gifts, Vintage and Trendy Clothing,
Unique Jewelry, Crafts
Clothing, Electronic, Crafts, Small Business, Niche
Businesses
Local Business, Community-Based
Businesses, Restaurants
Marketplace Pros & Cons
➔ Minimal upkeep
➔ Simple and Easy Set Up
➔ Pre-existing Audience
➔ Good Pre-existing User Experience
➔ Competition
➔ Marketplace Platform - Customer Service
➔ Control Over Decisions
CONSPROS
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Etsy 101
➔ Setting Up Your Etsy Shop is Easy (Mobile App!)
➔ Built in Audience! Ideal customers are already on Etsy!
➔ Be Yourself, Sell Unique Things
➔ Pricing Competition
➔ Etsy Shares in Profits
➔ Cannot Capture Customer Emails, Future Marketing Potential is Low
CONSPROS
Etsy is the global marketplace for creative goods! Do you make speciality jewelry, or handcrafted wooden furniture? Maybe you sell vintage items, Etsy may be the best platform for your business!
This platform is perfect is you fall within one of the following three categories:
➔ Handmade Items ➔ Vintage Items ➔ Craft Supplies
MARKETPLACE
Free Subscription/Cost per Listed Item
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Amazon 101
➔ Large and Diverse Existing Audience Base
➔ Easy to Set Up w/ access to Amazon warehouse shipping fulfillment
➔ Unique Products Sell Well!
➔ Low to No Marketing Cost
➔ High Competition
➔ Amazon Owns Customer Relationship
➔ Keeping Inventory in Sync w/ Other platforms
CONSPROS
Amazon is a world renowned business, this well known company offers a platform for companies to sell their products to their existing customer base. They offer a fixed-price structure that places you on the site alongside other business of all sizes.
Today 300,000 small and medium Sized businesses are selling on Amazon.
MARKETPLACE
Monthly/Annual Subscription Model
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Facebook Marketplace
➔ Large Audience Base
➔ Easy to Set Up & Free to Use
➔ Local Community Sales (31 Mile Radius)
➔ No Ads - Focus is On Products for Sale
➔
➔ Restrict Retailers from Selling on Marketplace
➔ Buyers Can Retract Offers & Delayed Payment from Facebook
➔ Self Storage of Product
➔ Less Protection for Your Business
➔
CONSPROS
Facebook is the world’s largest social media platform with over 2.4 billion users. The platform allows user to buy and sell to each other, this is perfect for businesses who already have a Facebook page and followers, you can compare this platform to others like Craigslist, Ebay, and OfferUp.
Facebook Marketplace is perfect for selling and building your brand within your local community.
MARKETPLACE
Free Subscription
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Marketplace Platform - Payout and Acceptable Payments
MARKETPLACE 101
Business Payout 3-5 Days Following
Settlement3-5 Days Following
Settlement2 Times a Month from Last
30 Days of Sales
Account Minimum $25 $1 $100
Acceptable Payment
- Credit/Debit Cards - Etsy Gift Cards - Apple Pay/Google
Pay - Paypal
- Credit/Debit Card - Checking Account - Gift Card (Amazon)
Amazon Pay
- Credit/Debit Card - Paypal
Business Owned Website
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➔ WIX ➔ Shopify ➔ SquareSpace
Types of Ecommerce Marketing: Business Owned Website
BUSINESS OWNED WEBSITE
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Business Owned Website Platform Overview
BUSINESS OWNED WEBSITE
Users 180 million 2.1 million 180 million
Business on Platform
500,000 100,000 228,000
Industry Impact B2C B2C B2C
Best forProduct Services, Event Services, Creative Services, Food and Beverage, Non-Profits,
Professional Services
Business-owned Website
➔ Business owner needs a domain name
➔ Only your business is on the site
➔ You can customize to your brand
➔ More flexibility to make product listings, filtering, section of online store match what you sell
➔ High up-keep involved and knowledge of technology
➔ Lack of support
➔ Initial cost are high compared to other options
➔ Less organic traffic
CONSPROS
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WIX
➔ Massive Template Library
➔ Easy to Use (Drag and Drop Interface)
➔ Easy Email Marketing and Social Media Posting
➔ Business Customer Support
➔
➔ Free Plan Forces WIX Branding
➔ Site in Not Transferable
➔ App Integration is Pricey
➔ Data Export - Manual Process
➔
➔
CONSPROS
Wix provides all industries with a great platform for website and sales, ranging from restaurants, retails stores, and even construction companies. The platform offers a fairly easy tool to build websites even for those who don’t think they are tech savvy. Business looking for a great user friendly tool should look no further, Wix will allow you to go digital and gain the customers you are looking for.
BUSINESS OWNED WEBSITES
Monthly/Annual Subscription
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SquareSpace
➔ Comprehensive Customer Support
➔ Free Custom Domain (w/ Annual Purchase)
➔ Modern Template Designs & Built in Mobile Capabilities
➔ Square (POS) Integration
➔
➔ Set Up is not Intuitive (Training)
➔ Hidden Fees (Typical Fee Structure)
➔ No 3rd Party Applications or Extensions
➔ Glitchy at Time
➔
CONSPROS
Squarespace provides a platform for business owners to build a website for with no coding with a user friendly content management system. The use of easy to use template allow for users to customize the website to their liking.
This is ideal for businesses of all kinds including but not limited to:
1. Service Based Companies (ex:Health and Wellness Businesses)2. Professional Service Companies (ex: Interior Designers/Decorators, Freelancers,
Photography) 3. Product Based Companies (ex: Clothing, Accessories, Food & Beverage) 4. Online Communities (ex: Events, Non-Profits)
BUSINESS OWNED WEBSITES
Monthly/Annual Subscription
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Shopify
➔ Sell Your Product on Multiple Channels (Physical Products & Digital)
➔ Customization of Page based on Theme Selection
➔ User Friendly - Easy to Get Started (Helpful Community)
➔ Supports over 100 Payment Processors
➔
➔ Only 10 Free Templates Options
➔ No Email Hosting
➔ App Integration Disrupt Theme & Come at Additional Cost
➔ Advanced Plans Are Pricey
➔
➔
CONSPROS
Shopify provides a platform for people and businesses to sell products of all kinds, paintings, antiques, and even handbags.
This platform is ideal for business looking for a inventory management system with the ability to sell on other sources like Pinterest and Facebook.
Shopify can handle large inventory with ease allowing you to sell as much as you wish to. Most importantly is easy to use and very tech friendly.
BUSINESS OWNED WEBSITES
Monthly/Annual Subscription
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Business Owned Websites - Payout and Acceptable Payments
BUSINESS OWNED WEBSITES
Business Payout Weekly Weekly Weekly
Acceptable Payment
- Credit Cards - Debit Cards - Paypal & Square - Direct Payment
- Credit Cards - Debit Cards - Amazon Pay- Apple Pay- Google Pay
- Credit Card/Debit Cards
- PayPal- Apple Pay - Square - Direct Payments
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➔ Discuss how to get products to customers ➔ Pickup ➔ Delivery
◆ Shipment ◆ Carriers for Local Stores
➔ Returns
Customer Service in Digital Transformation
GETTING CUSTOMERS THE PRODUCT/SERVICE!
How can my business fulfill customers’ needs online?
Customer Fulfillment
Learning Objectives
• Attendees will examine why different methods and platforms available for selling products or services online (e.g. social media retail vs. digital marketplace/ restaurant delivery apps vs. business-owned website) might be a good fit for their particular business or industry
• Attendees will understand how live-streaming can be used as a digital replacement for or supplement to existing product/ service offerings.
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➔ Attendees will understand the basics about online payment processing methods most typically
associated with different types of e-commerce.
➔ Attendees will develop a baseline understanding of the service-fee structures involved in online
marketplace platforms/ food delivery apps vs. website-creation tools.
Learning Objectives
PAYMENT COLLECTION & PROCESSING
Things to Consider When Going Digital
3 Types of E-Commerce - Platform Review
➔ Online Ordering for Restaurants
Your business either already has a payment processing process in place or you are handling cash! Here are options available to move away from cash only or adding an option for your customers. These platform not only allow you to accept payment but allow you to manage your customers and communicate with them through the information they share when making payment!
Payment Processing Platforms
Payment options + customer base building
Payments & Customer Engagement
Benefits: 1. Consistent rates2. Clear pricing3. Simple, Easy, Safe to set up
and accept payments.
Payment Option: 1. Chip Readers 2. Mobile Wallets
a. Apple Pay b. Android Pay c. Samsung Pay
3. Digital Invoices
Cost for Business: 1. Debit Card Payment & App
Marketplace- Free 2. Credit Card/Online Payments -
2.75% - 3.75% of transaction
Benefits: 1. Front of House Management 2. Back House Management3. Guest Engagement 4. Digital Ordering
Payment Option: 1. Chip Readers 2. Mobile 3. Tap to Pay 4. Kiosk
Cost for Business: 1. Software - $75/Terminal 2. Installation - $499
a. Self Install Discount (50%)
3. Flat Rate Processing Cost
Benefits: 1. Phone Payment 2. Great for Restaurants/Food
Services Businesses
Payment Option: 1. Phone Payment
Cost for Business: 1. One Time Hardware Cost
a. Scanner - $50 b. Tablet - $100 c. Flat Rate Cost - 1.95%
Square Level UpToast
Payment Processing Platforms
PayPal, Venmo - Add this info in
Payments & Customer Engagement
● Accept Payments ○ Online ○ In Person ○ Phone/Email
● Make Payments ○ Immediate Access ○ Pay Promptly ○ Simplify Payouts
● Manage Risk ○ Fraud Protection○ Seller Protection
● Accelerate Growth ○ Working Capital ○ Easy to Implement Promotions ○ Sell Internationally
● Streamline Operations ○ Control Cash Flow ○ Speedy, Simple Resolutions ○ Gain Business Insights
● Connected to PayPal ● Accept Payments
○ In Person ○ Online ○ Apps
●● Fees:
○ 3% Credit Card Processing Fee ○ Free for all other payments
●
PayPal - Business Venmo
Online Ordering for Restaurants
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Online Food Ordering Platform Overview
ONLINE ORDERING - RESTAURANTS
Users 19.3 million Diners 15 million Diners 22.62 million Diners
Business Users 300,000 + Restaurants 300,00 + Restaurants 300,000 + Restaurants
Payments Accepted Debit/Credit Card Debit/Credit Card Debit/Credit Card
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While we have focused on a few of the players in the food delivery & instant ordering apps that are available, below is a full list of other companies who do the same things but may work better for your business model! Also take a look at Digital Trends Food Delivery Apps of 2020
➔ UberEats ➔ GrubHub ➔ DoorDash ➔ Postmates ➔ Instacart ➔ ChowNow
ALL THE PLAYERS
ONLINE ORDERING - RESTAURANTS
➔ GoPuff ➔ Caviar ➔ EatStreet ➔ Seamless ➔ Delivery.com
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The hardest part when deciding to start a e-commerce site is selecting the platform that will work best for your business. In the current age of technology you have many options, however, knowing what platform is best for your Vintage clothing store or your gift shop will make or break your experience! Think about what you are selling, who your audience is and which platform will you best for the time and cost your business has!
➔ Social Media Retail ◆ Instagram ◆ Facebook
Picking the Right Platform
CUSTOMER FULFILLMENT
➔ Business Owned Websites ◆ WIX ◆ Shopify ◆ SquareSpace
➔ Community Marketplace ◆ Amazon ◆ Etsy ◆ Facebook
Marketplace
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➔ General Guidelines for Moving Online
➔ E-Commerce Type/Platform Review
◆ Pros/Cons
◆ Audience
◆ Payout
➔ Online Ordering
➔ Selecting the Right Platform
Recap
CUSTOMER FULFILLMENT
46
➔ Shopify Introduction Guide
◆ Shopify COVID Response
➔ WIX Beginners Guide
◆ WIX COVID Response
➔ Amazon Beginners Guide
➔ Instagram Shopping Guide - Facebook
➔ Instagram Shopping - Set Up Guide & Tips - Hootsuite
➔ Etsy - Beginners Guide
➔ Facebook for Business
Free Resources for Small Businesses
CUSTOMER FULFILLMENT
➔ Selling for Facebook
➔ Instagram COVID Response Directory
➔ DoorDash COVID Updates
➔ DoorDash Getting Started
➔ UberEats Getting Started
➔ UberEats COVID Blog
➔ Grubhub Getting Started
➔ Grubhub COVID Blog
➔ DC Phase 2 Reopening
➔ Shopping on Facebook
➔ Paypal Helping Your Small Business
➔ Venmo Business
Join our Facebook Group!
➔ Connect with us and other small business owners
➔ Access tools and resources
➔ Participate in group conversations
➔ Share experiences that will help you make your business digital
DC SMALL BIZ DIGITAL PLAYBOOK
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➔ Discussion and Tip on how to improve your online presence based on what we have discussed during this series!
➔ Improving your online strategy
What’s Next: Reinforcement - Analyze and Improve
ONLINE PRESENCE
AwarenessOnline
PresenceCustomer Fulfillment
Reinforcement:Analyze & Improve
+ + +
IN PARTNERSHIP WITH
AND THE DC BUSINESS IMPROVEMENT DISTRICTS
