E-Biz Secrets to Winning on the Web:
The right policies, people, processes,
infrastructure and technology
The Direct Marketing Association’s Net.Marketing ‘99
Conference, Los Angeles, March 2, 1999
Speaker and Author:
Michele J. Bartram
E-Business Strategist and E-Commerce Technologist
Tel: 1.202.216.1652 Email: mjb@webpractices.com
Learn more about e-business resources and best practices at my
website, www.WebPractices.com
Note: All materials, other than links and resources mentioned in this presentation that are listed for purely educational and
example purposes only, are copyrighted by Michele J. Bartram. To reuse this presentation The author makes no guarantees
1
or claims as to the individual results to be gained from following this methodology.
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 The author gives you permission to download this one copy of the materials on any
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 If re-using any or all of this material in a public forum, either copying, reproducing,
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reference the author with the following:
 Copyright
©
1999
www.webpractices.com
Michele
J.
Bartram,
 To copy , reproduce, republish, upload, post, transmit, or distribute any of this material
in any way for commercial use, you must receive express permission by the author,
Michele J. Bartram via email at mjb@webpractices.com or mjbartram@yahoo.com..
 Modification of the materials or use of the materials for any other purpose is a violation
of Ms. Bartram’s copyright and other proprietary rights.
 Ms. Bartram makes no warranty or guarantee, either express or implied, for the accuracy
of the quoted information contained within nor to the individual results to be gained
from following her methodology.
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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Why are you here?
An on-the-spot customer survey
 How many of you in the room have been in working in
the Web business for:
– less than 1 year? 1-3 years? Over 3 years?
– How many are in the technical side? Marketing or strategy side?
 How many of you in the room:
– were involved in a Web project that never fully succeeded?
– are currently restructuring their Web site or e-business? or
– are about to start building a Web site?
 What are your expectations for this session?
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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Why attend this session?
This is NOT about web design or marketing NOR
about WHY to build a web site
Michele’s 45-Minute E-Biz Building Workshop:
This IS about HOW to go about building the
RIGHT E-business for your company
– Learn a simple, proven BLUEPRINTING methodology
I’ve used with many clients to reengineer their
businesses from the customer up
– Discover the right strategic and technical questions
– See some real-life, best practices examples
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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BUILDING AN E-BUSINESS IS
UNLIKE ANY OTHER
Quotes from Patricia Seybold’s Customers.com® Handbook:
“What is E-Business? It’s the use of customer-facing technologies- the
Web, touch-tone telephones, Interactive Voice Response…- and streamlined
business processes to improve customer service, reduce cycle time, and
transact business electronically with prospects, customers, suppliers and
business partners.”
“It takes at least two years to make headway,…a visionary leader,… a lot
of perseverance,… a good deal of investment,... [and a] unique
partnership between business pragmatists and information technology
visionaries. And it requires buy-in and participation from the entire
organization.”
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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Act I: Starting Down the
Wrong Path
What typically goes wrong in
starting up a web business and why
6
How Most Companies Start
Down the Wrong Path
1
3
Boss hears
about the
Web
Web is
proclaimed
“Silver
Bullet”
2 Staff summoned
from all over to
hear the vision
7
5
4
Project Director
told to start
contacting Web
vendors
“Get us on
the Net…
fast!”
6
The IDP/ISP
“Demo Wars”
Begin
Web Project Team
“Narrows the
Field”
8 If you’re lucky, the Team
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
is able to stop by
convincing management
of the need for goals;
if not, you build a bad
web site
7
How to Start Over
1
Database
Marketing
Basics & Best
Practices
You, the Project Leader,
attend web conferences
to understand Web
business best practices
2
Network with other
companies to learn
from their successes &
mistakes
5
3
Attend Web Vendor
User Seminars or
Demos
4
Select an independent Web
Business Consulting Firm, if
needed, to create an EBusiness Blueprint,
e.g., www.dialogos.com
Recommend to your
Boss that a full Web
Requirements Study
be performed
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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“Start over at the top”
with your customers
8
Act II: Doing It Right
A technical solution alone cannot solve
business problems.
A Web site must be supported by a customerdriven organization and people with the skills
and authority to carry out the new business
reality.
9
The 7 Habits (or Phases) of Highly
Successful Reengineering Projects:
Phases 2-4: Blueprint Methodology
1
Organize
The
Effort
2
Inventory of
Current
Practices
3
Review
Best
Practices
4
5
Define
Ideal
Practices
Business
Impact
Analysis
6
Create
Implementation
Plan
Throughout all Phases: Organize/Plan/Report
Implementation
7
Build, Test, Roll Out
Time Box 1
Time Box 2
Time Box 3
1-3 months
1-3 months
1-3 months
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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9-Step E-Biz Blueprint Methodology
5
1
Customer
Who are/should be your customers & what
are their requirements and preferences for
your organization in products and services?
People
What skills,training, roles, authority,
& incentives are needed to do these jobs?
Include in-house and outsource jobs, with
e-biz/ marketing, content/ design & tech.
who need
6
drives
2
Strategy
What are the e-business policies and
differentiating set of activities that your
organization needs to deliver a unique
mix of value to customers? What
customer needs should/ not you meet?
drives
3
supported by
7
Automation
What steps of these processes can be
completed faster, better, or cheaper
by using computers or equipment?
Process
What is the series of action steps, tasks &
business rules that is required to complete
the desired e-biz strategies and polices?
supported by
8
Organizational Structure
What is the most logical grouping of jobs &
individuals needed to support the business
processes effectively?
Data
What numbers, characters, images or
other recorded information is needed to
provide intelligence to make decisions?
dictates
4
Intelligence
What intelligence (research, reports,
information) is needed to allow people
to analyze the results, predict the outcome or decide a course of action?
is comprised of
( DiaLogos, Inc., www.DiaLogos.com, is a consulting firm that uses this method.)
Repeat for Phases 2, 3 & 4 to map Current, Best, & then Ideal Practices
supported by
9
Technology
What hardware/ software is needed to
to best capture, store, process, & distribute data & automate the processes?
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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1- CUSTOMER REQUIREMENTS
for Current and Future Customers
 Who are you serving now? Who should you be serving? What do they
want from you?
 Where do you find this out? Sources of customer requirements include:
– Surveys, interviews with your sales or telemarketing reps, review
of postal or e-mail, focus groups
– Example: The United States Mint’s historic request in December of
1998 for Public Comments on the design of the New Dollar Coin,
ended up driving traffic to their online catalog of numismatic
collectibles!
 What are some typical requirements from customers?
– Self-service; Input into your product design
– Accurate, up-to-date content
– Customized and entertaining content
– Easy navigation; Shopping cart
– Want to buy direct, including overseas
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Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
Web Customer Fundamentals
Make it quick! (Give shortcuts and obvious navigation)
Keep it simple! (Use one-click ordering and contacts)
Remember me! (Save customer data to avoid reentering it)
Customize it! (Give personalized offers and views)
Delight me! (Give extras with fun, facts & freebies)
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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2- STRATEGY
 Describe needed changes in your business strategies
and policies, even laws & regulations
 Outline the ideal business strategies that your
organization should follow in the future.
 Answer which customer segments you plan to serve
in the future and what you will have to do (time,
money, effort) to serve them
 Identify which needs to meet for whom and how, e.g.
– charge for certain info/functions
– restrict access to some information (registered users,
extranets with distributors or suppliers)
– choose to serve/ not serve certain customers
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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STRATEGY Issues
 What do you need your e-business to do?
– “Gather information about customer
demographics and buying preferences
– target new goods and services to customers
– reach new markets
– expedite the purchase process, delivery,
customer service, and [customer] feedback
– personalize pricing [and offers]
– manage back-office functions more efficiently”
from “Best Practices in Interactive Marketing”
by the Direct Marketing Association
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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General E-Strategies: “Five Steps to Success
in E-Commerce” (from Customers.com®)
1. Make it easy for customers to do business with you.
2. Focus on the end customer for your products and
services.
3. Redesign your customer-facing business processes from
the end customer’s point of view.
4. Wire your company for profit: design a comprehensive,
evolving electronic business architecture.
5. Foster customer loyalty -- the key to profitability in
electronic commerce.
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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E-Business Strategy Examples
 Create online collector and educational communities to build






interest in collecting and attract young people to coins (US
Mint)
Allow customers worldwide to place/ track an order via web
(FedEx; UPS)
Create an Extranet for distributors for orders & marketing
materials/ info (Heineken)
Provide information-only web site with list of distributors to
avoid channel conflicts (Sauder.com)
Reduce distributor dependence by selling direct to consumers
(COMPAQ; Dell)
Use online forms to solicit free market research on products
(Photodisc; US Mint)
Develop online applications to allow customers to self-configure
products (Cisco, Lands End)
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Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
POLICY Issues
 Web Policies: Create, change, eliminate
– External: Privacy, file upload, external links, direct sales,
international, customer email*
• AOL: *75% online buyers would email retailer; 53% expect 2-day
response! (Mint is creating formal process using Mustang’s IMC SW)
• Internal: Internet use, security, personal site
Good Policy Links: (See www.webpractices.com)
www.financenet.gov
www.fwmi.org/courselinks.htm
www.treas.gov/internetpolicy/guidance.html;
www.epic.org
www.itpolicy.gsa.gov
www.the-dma.org
www.privacyrights.org
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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E.g., External Link Disclaimer from FinanceNet.gov
• The
appearance of external hyperlinks does not constitute
endorsement by FinanceNet, its employees, contractors or sponsors
of such external web sites or the information, products or services
contained therein.
•Neither the U.S. Government, FinanceNet nor any of its employees,
sponsors or contractors exercise any editorial control over the
information at such external locations.
•External links on these pages are provided consistent with the stated
mission(s) of FinanceNet which is not responsible for the contents of
any linked "off-site" web pages referenced from its servers.
•Links may be accompanied by small images, icon, or "thumbnails"
intended to illustrate the link but not advertise products or services.
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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3PROCESS
 What tasks need doing & how should info flow?
 Tasks and Procedures: CREATE CHECKLISTS!!
– E-Business Project Planning Process: (web sites, etc.)
• current vs. best practices then plan your ideal
– Content Gathering & Review Process
• Legal Issues: Sign-off; Web rights (all media in perpetuity),
Copyright assignments, even for kids and discussion groups!,
Freedom of speech; External links research
• Content: Accuracy check; Brand consistency across marcom
– Technical Web Implementation Process
• Development: Formal process like TD-84-1’s Information System
LifeCycle
• Technical Review: www.cast.org/Bobby, www.WebSiteGarage.com
• Usability Testing: ADA; navigation; multi-browser; utility
• Implications: online forms vs. email before big campaigns, capacity
planning (e.g., Victoria’s Secret server collapse)
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Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
4- ORGANIZATION
Q:
What organizational “boxes” or job functions
A1:
are needed to support your e-business?
3 Primary E-Business Roles
– Primary Role: E-Business Strategy/ Marketing/ Sales
– Secondary Role: Editorial Content/ Creative Development
– Tertiary Role: Technical Development/ Support
A2:
Supporting Roles throughout Organization
– Web Liaisons vs. Content Providers (minimum of 2)
• Skills: Writers, technophiles and opinion leaders
• All Areas: Brand/ Channel, Customer Care, IT, Legal, Public
Affairs, Corporate Comm., HR, Operations, Engineering, etc.
– Web Working Group (tactical decisions by cross-functional teams)
– Web Steering Committee (strategic decisions by senior management)
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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Sample E-Business Organization Chart
E X A M P L E O F A N E -B U S IN E S S D IV IS IO N 'S O R G A N IZA TIO N C H A R T
B lu e= B u sin ess/M arketin g ; Yellow= C on ten t D esig n an d E d itorial; G reen = Tech n ical S u p p ort an d P rog ram m in g
G eneral M anager or VicePresident
Electronic Commerce Division
(O verall E-Commerce P&L Responsibility)
Executive Secretary
Assistant VicePresident
Director, E-Business O perations
(M anages day-to-day e-commerce operations)
M anager
E-Business Development Division
E-Business Resource Specialist
(Handles budget, staffing, contracting, scheduling)
New M edia Research Specialist
(Perform s m arket research, analyzes w eb stats,
m anages all w eb-based data collection)
Interactive M edia Advertising/ Prom otion Specialist
(Buys, analyzes & tracks e-biz advertising)
Content M anager/ Executive Producer
Electronic Content Division
Text Content G roup
Internal Content Coordinator
(G athers and tracks internal content
from com pany liaisons)
External Content Coordinator
(G athers and m anages external content
from outside authors, m edia, and custom ers)
Interactive Agencies
(Develop new media ad campaigns)
Content W riter(s) / Editor(s)
Portals/ Search Engines/ Com m ecial W eb Sites
(Sell ad/s sponsorship/ keyw ords/ placem ent)
W eb Content Project Specialist(s)
(Plans and m anages specific content projects)
New M edia Joint Venture Specialists/ M anagers
Corporate Librarian
(Electronic Library Database)
E-Products M anager(s)
(CD-RO M s, Kiosks, Inform ation-based products)
Corporate Historian
M anager
Technical W eb Services Division
Intranet Project M anager
Intranet Technical Services Branch
Intranet HW /SW Tech Support
Internet Project M anager
Internet/ Extranet Technical Services Branch
Internet HW /SW Tech Support
Tech Support Specialists
Tech Support Specialist
Database M anager
Database M anager
W eb Development
W eb Development
W eb Backend Developers
(Interfaces to legacy systems like order management,
call centers, fiulfillment houses, marketing databases)
W eb Backend Developers
W eb Front-end Developer
(Programs w eb-side applications: security, shopping
basket, forms, online databases, etc.)
W eb Front-end Developer
Research Assistant
M ultimedia Development G roup
M ultimedia Development G roup
G raphic Content G roup
Videoconferencing/ W ebcasting
Interface Designer(s)
(Design overall look and feel tem plates)
W ebcasting
G ames, CD-RO M , etc.
Interactive Elements Development
(Contract Firm)
Lead Interactive M edia Designer
W eb G raphics Designer(s)
(Puts together specific w eb pages)
G raphics Designer/ Illustrator(s)
(Scans, develops flat graphics and illustrations)
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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5- PEOPLE
 What are their roles & responsibilities?
– Job descriptions
– Skills: Perform ARTS (Authority, Responsibilities,
Tasks, Skills) Analysis
 What training will they need?:
– OJT, Seminars, Certifications; CHANGE MGMT!!
 Q: How do you find the right people?
A1: Aggressive e-Recruiting
– Outside: Monsterboard, CareerPath, Headhunters,
Conference Bulletin Boards, Industry Associations
– Your own site: Job Postings, “WorldHire” software
A2: Outsourcing vs. In-house
– Availability; criticality; core competency; permanency
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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Some Possible Web Jobs
 SENIOR MANAGEMENT
 CONTENT & EDITORIAL (Can use a
combination of in-house/ outsource):
CHAMPION
*Executive Web Producer
Q: Separate division or cross– Content Manager/ Editor
functional teams?
• Web Writers/ Researchers
A: Must have P&L responsibility and
one boss but need Web Liaisons
– Graphic Design Manager
from all areas!
• Graphics Designers
 MARKETING/ BUSINESS
 TECHNICAL SUPPORT
(Use in-house talent only):
*Webmaster (In-house)
*Director of Electronic
(Remainder, outsource)
Commerce or Interactive
– Web Programmers:
Marketing* (=overall manager)
• HTML and Javascript
– E-Biz/Web Channel Manager
• Web database and forms
– Online Advertising Manager
• Back-office integration
– Customer Profile Manager
– Multimedia Developers
– Visitor/ Log/ Ad Analyst
• Webcasting, video, CD-ROMs,
– Online Customer Service Mgr
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• Games, screensavers
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
6- INTELLIGENCE
 Research: Identify needed mechanisms
– Ability to do market research thru customer
advance surveys, online/ offline focus groups
– Formal capture of customer communications like
e-mail, phone calls, postal mail
– Info capture from chat rooms/ discussion groups
 Reports
– Site Log Analysis Software (e.g., WebTrends)
– Site “Tune Ups”(e.g., www.WebSiteGarage.com,
www.cast.org/bobby)
– Ad response analysis software (e.g., NetGravity)
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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7- AUTOMATION
 Which of these steps can be automated?
– Marketing offers (cookies and push technology with
links to marketing database)
– Email replies (use templates, FAQ look-up, and autolists)
– Updating catalog (sell-outs link to back-end product
database)
– Standard updating (Admin screens for Web liaisons of
press releases, statistics, job listings, etc.)
 NOTE: See E-tail Mall Chart in January 1999
issue of Business 2.0 for “ideal e-tail vision”
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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8- DATA
 Content: Compatibility and Quality
– Document Formats (.pdf, .rtf, .html )
– Photography and graphics - (*.tiff, *.gif,
*.jpeg, *.jpg, *.eps, vector graphics)
– Audio (.wav, RealAudio,.au, midi)
– Video (VHS tape, *.avi, *.mov, or *.mpg;
all to be provided on CD-Rom, DVD, Zip disk
 Customer Profile Data- collected from:
– Cookies; Server Statistics
– Email/Comment forms/Surveys
– User self-registration/User profile
– Legacy systems; Marketing Database
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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9TECHNOLOGY
 Front-end Applications: (Customer & Web)
– Browsers (Netscape, Explorer, WebTV); Plug-ins (RealPlayer,
Shockwave, Flash, Acrobat Reader)
– Web server (MS, Netscape), firewall, commerce server
– Mgmt Tools: CM (Starbase); Analysis (WebTrends)
– E-mail Mgmt: Mustang IMC; Listservers; Brightware; etc.
– Programming: database (Oracle, SQL Server); interactive
(ColdFusion, Broadvision; Macromedia); Javascript
– Content Mgmt (StoryServer); Copyrights (Digimark)
– Ad Mgmt: (NetGravity); Campaign Mgmt (Anuncio)
– Web and multimedia design tools:
• Macromedia: Dreamweaver, Flash, and Homesite
• Adobe: Pagemill, Photoshop, Illustrator, Premier
 Integration with or Replacement of Back-end Systems
– Order management and fulfillment, financial, human resources,
manufacturing systems may need integration and/or replacement.
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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There are 3 Methods to “Selling on the Web”
 Stage 1 (Minimum): Front-end Shopping Cart Only
– Customer fills online shopping cart and
• calls telemarketing center to place order, or
• prints out order form to mail or fax in
 Stage 2 (Interim): Batched Credit card Orders
– SSL with 1-way transmission and batch upload
– No real-time inventory or credit card validation
 Stage 3 (Ideal): Real-time Online Credit Card Orders
– Real-time interface to inventory and validation
– Customer given option to backorder, change
credit card, and gets live order confirmation # 29
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
Review the 7 Project Phases
Now that we have the details, let’s
review the overall steps to follow
30
The 7 E-Business Planning Phases
Phases 2-4: Blueprint Methodology
1
2
Organize
The
Effort
Inventory of
Current
Practices
3
Review
Best
Practices
4
5
Define
Ideal
Practices
6
Business
Impact
Analysis
Create
Implementation
Plan
Throughout all Phases: Organize/Plan/Report
Implementation
7
Build, Test, Roll Out
Time Box 1
Time Box 2
Time Box 3
1-3 months
1-3 months
1-3 months
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
31
Phase 1- Organize The Effort
“The Journey Begins…”
 Get an “Executive Visionary” Champion
1
Organize
The
Effort
 Select a Project Director and Cross-
functional Task Force (10-15)
– Marketing, Sales, Customer Service, Fulfillment,
Public Affairs, Legal, etc. and especially IT!
 Identify Subject Area End-User Experts
Select The
Core Team
Establish The
Rules, Standards
&
“What You Get”
– Front-line staff, customers, stakeholders
 Create a Project Charter:
–
–
–
–
–
Mission & Vision Statement
Identify Business Objectives
Define Constraints/Guidelines
Define Project Scope
Define Project Deliverables
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
32
Phase 2 - Workshop #1: Current Practices
“Take Stock of Current Situation”
 Worksheets:
2
Current
Inventory
Understanding
What’s Going
On
Today
Making Use of
All Prior
Efforts
– Problems & Opportunities
– 25 Questions / 10 Metrics
 9-Step Current Blueprint:
–
–
–
–
–
–
–
–
–
Customer Segmentation
Business Strategies
Network Diagrams/Processes
Organizational Structure
People/Job Descriptions
Intelligence
Automation
Data
Technology
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
33
Phase 3- Workshop #2: Best Practices
“Keeping up with the [DOW] Jones
How the Fortune 500 are or should be doing e-business”
3
Review
Best
Practices
Best Practices Review
– Do prior web site surfing
and article clipping
“Tools Lab” Demos
Start Thinking
“Outside of the
Box”
Web and IT Standards and
Methodologies
– Web Tools and Standards
– Drop-In Architectures
– Portability/ Scalability
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
34
Example Best Practices:
The Eight Critical Success Factors in Electronic
Commerce and E-Business (from Customers.com®)
1. Target the right customers.
2. Own the customer’s total experience.
3. Streamline business processes that impact the customer.
4. Provide a 360-degree view of the customer relationship.
5. Let customers help themselves.
6. Help customers do their jobs.
7. Deliver personalized service.
8. Foster community.
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
35
Best Practices: Provide self-service options
Federal Express www.fedex.com
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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Best Practices: Provide personalized shopping Aids
www.LandsEnd.com “Personal Model”™
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
37
Best Practices: Organize Content by Customer Type
U.S. Mint: www.usmint.gov/catalog for “Gift-givers”
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
38
Best Practices: Deliver customized offers and content
Amazon Books at www.amazon.com
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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Phase 4- Workshop #3: Ideal Practices
“Breaking out of the Box”

Answer
this
question:
4
Define
Ideal
Practices
Understanding
the Gap between
how it currently
works
and
Defining How it
“Should Work”
What should be the ideal
web and e-business
strategies, policies,
processes, personnel, and
technology solutions for
your organization?
Encourage all “blue
sky” thinking
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
40
Phase 5- Business Impact Analysis
 Team must define the quantifiable results that
5
Business
Impact
Analysis
should be gained by executing your e-biz plan:
– Customer Acquisition or Retention
– Profit: Increase Revenues, Reduced Costs
– Productivity (Time & $)
– Improved customer satisfaction
Measuring,
Quantifying, and  Identify industry benchmarks for comparison
Comparing the
– See Forrester, Jupiter, DMA, Gartner Group,
Difference
CIO.com, your contacts, etc.
OBTAIN A FIRM
COMMITMENT
FROM THE TEAM
TO DELIVER!
– Ex. U.S. Mint site went from 15K hits in 12/97
to 21M in 12/98 (1400% increase) due to Dollar
Coin comments; added 5000 to e-newsletter;
more self-added to mailing list
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
41
Phase 6- Implementation Plan
6
Create
Implementation
Plan
 Overall Implementation Plan
– Transition to Build Stage
– Change Management/ Training
 Detailed Project Management
Plans, including:
Prioritizing what’s next
Not just a Systems
Plan… The Solution
includes changing
People & Technology
– Costs, Resources, Milestones and
Timelines
 Technical Plans including:
– Site mapping, hosting, content/
graphics/ database development,
testing, launch, and monitoring
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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7
Phase 7- Build/ Test/ Roll-out
Web Site Development Process
1. Hold blueprint planning workshops
2. Develop your site’s mission statement.
3. Design and organize your content (develop site map).
4. Determine technical requirements.
5. Gather and write content (ensure copyright use)
6. Develop a site style sheet -- color scheme, font style, etc.
7. Create your graphics.
8. Produce site (build final pages).
9. Test site.
10. Launch and market the site.
11. Maintain and update the site.
12. Monitor customer acceptance, use and feedback.
13. When needed, redesign the site.
14. Return to step 1.
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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Moral of my Story:
If you fail to plan, plan to fail!
44
How can you learn more?
 1) Receive notification of my presentation via E-mail
– To be e-mailed when this PowerPoint presentation
goes live on the web, please leave us your business
card, and/or
 2) Visit my new E-Business Management web site,
called www.webpractices.com
– I plan to post this information as web pages along
with links, recommended reading, and actual
downloadable documents in the next few weeks
– I hope you will send me your e-biz ideas as well at
mjb@webpractices.com so that I can add to this site
and help business take back the web!
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
45
Recommended E-Business Reading
1. NEW! Visit my new personal web site, www.WebPractices.com, for
downloadable, sample e-biz documents, and recommended resources.
2. Customers.com® and particularly the free Customers.com®
Handbook by Patricia Seybold, orderable from www.customers.com
3. Best Practices in Interactive Marketing: A Planning Guide, from the
Direct Marketing Association
(Note: See pages 118-122 for “A Checklist of New Media Strategy
and Implementation” for all the planning questions to ask while
preparing an e-business plan)
4. Secrets of Successful Web Sites by David Siegal
5. Web Site Management Excellence by Linda Brigman
6. Business 2.0, Fast Company and Wired magazines
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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Online Resources to go for further information
How to Develop a Web Business
The United States Mint Web site, www.usmint.gov
•Manager’s Roadmap to the Internet, www.cerf.net/cerfnet/about/roadmap/roadmap_NF.html
•CIO Online, www.cio.com/WebMaster/strategy
•www.electric-pages.com/notes/develop.htm
•builder.cnet.com/Business/Strategies/?st.bl.bu.bu1.feat.1530
Web Site Policies (privacy & legal issues )
•United States Treasury Department, www.treas.gov/internetpolicy/guidance.html
•Electronic Privacy Information Center, http://www.epic.org/privacy/
•Privacy Rights Clearinghouse, www.privacyrights.org
•TRUSTe, http://www.truste.org/users/
•GSA’s Office of Information Technology, www.itpolicy.gsa.gov/
•The Direct Marketing Association, www.the-dma.org
Protecting Your Site’s Content
•Ziff Davis Developer Site, http://www.zdnet.com/devhead/stories/articles/0,4413,2168565,00.html
Web Site Promotion
•WebMarketing presentation covering site promotion for free or almost free,
www.netpost.com/speaking/wm98/session1.html
Technology Links
•http://www.cio.com; www.informationweek.com, browserwatch, etc.
•http://www.cis.temple.edu/~mandviwa/present/ecomm/index.htm
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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More Online Resources
Web Accessibility Guidelines
•World Wide Web Consortium, http://www.w3.org/Press/1998/WAI-Guide
Web Site Security:
•WWW Consortium Security FAQ, http://www.w3.org/Security/Faq/www-security-faq.html
Recruiting Sites:
•Careerpath: www.careerpath.com
•The Monster Board: www.monster.com
•Headhunter.net: www.headhunter.net
Best Practice Federal Example Sites:
•National Partnership for Reinventing Government: www.npr.gov
•U.S. Dept. of Justice: www.usdoj.gov
•United States Mint: www.usmint.gov
•United States Department of Energy: www.pr.doe.gov/pr5.html
•Environmental Protection Agency: http://www.epa.gov/epahome/webguide/guide.htm
Meta Resources for Web Site Management and Development
•CIO Online: www.cio.com/resources/
•C/NET: www.cnet.com
•Webmaster Reference Library: http://www.webreference.com/
•Developer.com: www.developer.com
•Leads Corporation Federal Webmaster Institute: www.fwmi.org/courselinks.htm (includes links to
policies, privacy, management, disclaimers, laws and regulations, and more)
Copyright © 1999 Michele J. Bartram, mjb@webpractices.com
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QUESTIONS & ANSWERS
Thank you for attending!
For more e-business advice, thoughts and
resources, visit and contribute to my new web
site at http://www.webpractices.com
Michele J. Bartram
Email me at: mjb@webpractices.com
Copyright © 1999 Michele J. Bartram, mjb@.webpractices.com
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