SENIOR PROJET 2016
Table Of Contents
Project Overview
2
Summary of Deliverables
2
Final Cost benefit
2
Next Steps
2
Leasons Learned
2
Marketing Plan
3
Executive Summary
3
Corporate Objectives
3
Research and Analysis
3
SWOT Analysis
4
Marketing Audit
tbd
Marketing Objectives
tbd
Proposed Marketing Program
tbd
Implementation
tbd
Integrated Brand Promotion
10
Executive Summary
10
Introduction
10
Situational Analysis
11
Objectives of the IBP
12
Budgeting
12
Website Implementation
16
1
Project Overview
1. Executive Summary of Project14
The objective of this project is to present the business of ClearVue Auto Glass a
product that will help develop his new business endeavor and take it to the next
level. As a new company, many things aren’t in place yet. Some of our deliverables
will help ClearVue Auto Glass save valuable time and money while launching this
business into a more recognizable brand.
2. Summary of Deliverables TBD
a. Project Overview Document
b. Marketing plan
c. Integrated Brand Promotion
d. Website Implementation
3. Final Cost Benefit Analysis for Project TBD
4. Next Steps TBD
5. Lessons Learned TBD
a. What worked well
b. What didn’t work well
c. Suggestions for future projects
6. Appendices TBD
a. Client Communication Agreement
b. Client Disclosure Agreement
c. Student License Document
d. Acknowledgement of Copyrights
e. Other-Based on type of Project
f. Final Poster Board and Presentation slides
2
Marketing Plan
1. Executive Summary
This marketing plan is intended to provide an analysis of what current market
conditions ClearVue Auto Glass is facing. A look into present and future trends will
help realize the markets served and expansion into other markets.
2. Corporate Objectives
The purpose of this marketing plan is to provide ClearVue Auto Glass a concise
action plan to propel them into the targeted market. These objectives contain
advertising goals as well as an estimated time frame to measure the impact and
growth potential. Brand promotion and awareness are the means by which we intend
to target an audience that will contract the services we intend to promote. The
outcome will result in an increase of business transactions that benefits both the
customer and ClearVue Auto Glass.
3. Research and Analysis
ClearVue Auto Glass was founded in 2015 and currently has only one employee to
handle marketing, operations, and accounting. Owned and operated by Renso
Sansricq, the goal within two years should be to expand the company to minimum
two or three employees. The expansion will depend on the rate of growth and the
comfort level with the expansion pace.
ClearVue Auto Glass currently services business as well as consumers for the repair
needs in the market. Businesses such as auto body shops, gas stations, and auto
mechanic shops call ClearVue when auto windshields are chipped or need to be
replaced. This part of the business requires very little marketing or capital outlay for
material because often times the shop itself will purchase the glass, and hire
ClearVue on a labor only basis.
The largest competitor in this space is Safelite Auto Glass, a franchise
company with locations and technicians located all across the state of New Jersey.
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The industry is filled with companies large and small servicing the auto glass needs of
the New Jersey market. Most of these companies offer free quotes, and drive to you
service.
The market for this type of business is somewhat unpredictable. Currently
laws do not require drivers to have a unblemished windshield to pass New Jersey
inspection. However, a cracked windshield could not only obstruct the drivers view,
but it can warrant a summons with fine if stopped by law enforcement. This is what
usually prompts customers to repair their existing cracked auto glass. The market is
not subject to differences of car type, age, location, etc. Clearly, locations with more
automobiles are subject to more market opportunity such as urban areas like Perth
Amboy, New Brunswick, and surrounding areas due to the high density of cars.
The largest competitors in this space, Safelite Auto Glass, Dubin Glass are
the companies at the top of the landing page on a simple internet search. These are
the people paying the most using search engine optimization and clearly have the
largest marketing budgets. Both companies boast same day service on their website,
both will give online quotes as well. This is a distinct advantage over ClearVue Auto
Glass due to the ease of navigation of web searches and fast quoting tools. Even
though ClearVue Auto Glass may be less expensive compared to the competition,
the competition has an advantage on marketing and brand visibility.
4. SWOT Analysis
First Organizational Strength
Flexibility
The reason why this attribute is considered a strength is because the customer who is
looking to have his/her windshield repaired will be able to contact ClearVue and
schedule a convenient date and time to have the service. This means the day will
continue un-interrupted and the vehicle will pass inspection. A ticket for damaged
windshield, which law enforcement calls it failure to make repairs, can amount to
over $400.00 dollars and the aggravation of being put through the system. ClearVue’s
flexibility reduces the hassle of getting repairs done promptly and properly.
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This attribute can be considered a distinctive competence because it differentiates
ClearVue from the competition and gives our sponsor the edge on making business
more profitable.
Second Organizational Strength
Pricing
Pricing is one of the main reasons why organizations succeed or fail. ClearVue’s take
on pricing is very simple and straight-forward: ClearVue Auto Glass will provide
customers with the best price in the area and best service possible.
2. Pricing is tricky because it is subject to material costs. There are distinctive
differences in
windshield prices for different makes of automobiles.
Without knowing exact glass prices, misquoting could happen when giving an overthe-phone quote which will reduce profit margins or make an uncompetitive offer.
C. Third Organizational Strength
Location
Reason it is considered strength. Central Jersey has a population of over3.4 million
people. In 2010 the NJ Turnpike reported 237 million vehicles went through the toll
booths. During the same year the Garden State Parkway reported 384 million
vehicles counted. Central Jersey has a network of highways that contain at least 10 of
the most traveled roads in the tri-state area. The volume of traffic, on a daily basis, is
outrageous and a constant sight that is projected to increase in the future. It is a
known fact that New Jersey roadway system is, currently, operating at maximum
capacity.
2014 New Jersey State Police Crash Record in only three counties of the Central
Jersey area to near 63,000 crashes. Therefore, as pointed out, this is a prime location
for the type of business targeted.
The location of the industry cannot be considered a distinctive competence because
there are many outfits dedicated to the auto-glass repair business. An internet search
for Autoglass repair in the area produces hundreds of results in seconds with the
leader in the industry Safelite, practically, on every page.
First Organizational Weakness.
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Limited Resources
Limited resources is considered a weakness because there is only one person, at the
present time, attending to the scheduled work. This limitation impairs the ability for
the sponsor to maximize business transactions to only one at a time. All equipment
sits idle as the talent cycles trough jobsites.
Minimization of this weakness can only be achieved as a second talent is hired to
accelerate the process of repair or replacement of the part.
E. Second Organizational Weakness. Poor Management or Mismanagement.
1. The aspect of management can make or break any business. Poor
management is a distinctive possibility when starting new businesses. When
new business owners disregard the process involving the evolution of the
business and forget to allow the time for the business to take on and function
can be damaging and, most of the times, irreversible. Some examples of
mismanagement are: Underestimating the costs involved when performing a
service, and service coverage area. These factors, when disregarded, can
translate into losses incurred by the organization.
2. In order to minimize the effects of mismanagement weakness the
Service coverage area must be properly identified and studied before posting
or accepting jobs. Estimating the time needed to complete the task and
taking into account the time needed to get to and from the job-site as well as
possible traffic encountered can play a huge role when maximizing earnings.
F. Third Organizational Weakness
Organization Size
When looking to participate in a rather competitive business niche it is
important to consider who the competition is and how they reach the public.
Current technology allows these small businesses to go head on with the
bigger corporations such as Safelite or Advance Autoglass, never the less the
disadvantage comes in when trying to satisfy a schedule or beat a price quote
that is already nearing cost.
The effects of this weakness can be minimized by committing to customer
satisfaction and work ethics. Every job must be a story of success for both
the customer and the organization. This will cause positive feedback that can
be utilized to appeal/ attract more business in the form of new business
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interactions. Word of mouth reviews and recommendations can be an
invaluable asset for the new startups.
Opportunities / Threats
A. First Opportunity. Population density of the area.
The statistics generated by the Motor-Vehicle Commission which reports
that as of December 2010 there were more than 3.971 million automobiles
registered to the State of New Jersey. These numbers do not include the
trucks registered which surpassed 2.632 million registered to the State.
By studying the numbers the organization can plan a most likely scenario and
create inventory that will address certain makes and models, as well as target
future markets that may open up. The effects to the organization can be
measured in business transactions and earnings.
B. Second Opportunity. Target Markets
The opportunity to target new markets increases with the region being so
near metropolitan areas such as New York, Philadelphia. The amount of
traffic created by these regions is monumental for the business niche and
objective.
Businesses in this market base their operations in metropolitan areas to
enable themselves a position near a solid customer base. When vehicles are
damaged and in need of repairs they select from a registered and trusted
database of service providers to accommodate the repair.
Engaging in business activities with similar caliber of organizations can be an
opportunity to grow the business and become a respectable partner in the
industry.
C. Third Opportunity: New Business Ideas trial grounds
Central Jersey can be an excellent environment where new ideas put to the
test and tried. Including new and innovative services and concepts can be an
opportunity that could generate business and distinguish ClearVue Autoglass
from the rest of the competetors
Analyzing markets and concepts could lead to an advantage or a distinctive
competence from the rest of the participants. Introducing new ideas or
bringing back concepts within an environment with such a diverse
population can increase the chances of conducting business transactions and
gaining popularity in the field.
7
D. First Threat
Receding/ recovering Economy
While most of the country has seen, at least, some recovery from the recent
economic recession, New Jersey has felt very little if any of it. Therefore, the
unemployment rate is still very high and there is little money circulating.
Most people resort to using public transportation instead of using their
vehicles for transport. Priorities take precedence as economic times get hard
the last thing on anyone’s mind is repairs unless absolutely needed.
E. Second Threat
Change of standards, if summonses are no longer issued for cracked
windshields, it may reduce the number of customers and urgency for
windshield repair.
During the last few years the standard for inspection changed in New Jersey,
or at least the way the rule was enforced. Years ago, as people put their
vehicles through the New Jersey inspection, most worried that their vehicles
would not make it through without the rejected red sticker being slapped
onto the windshield. To say that the inspection was thorough is an
understatement. Later on and even today, the inspection are quick and
hassle-free. Windshield cracks are not a factor unless they interfere with the
driver’s field of view, therefore not a requirement to fulfill.
F. Third Threat
Creation of new competition-there are relatively low barriers of entry into
this industry
With the expansion of our cities and the creation of more industrial and
business areas, the creation of competition is an inevitable fact that we must
face regardless the current organization situation. Businesses grow and
people work and utilize transportation to get to and from places. The safety
standards we have in place along with the way of life we carry out, ensure a
prosperous future for any well managed business to flourish and grow.
5. Marketing Audit (TBD)
a. Marketing organization (who is responsible)
b. Marketing systems (databases, management information systems)
c. Current Strattegies
i. Product service strategy
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ii. Price Strategy
iii. Place Strategy
iv. Promotion Strategy
6. Marketing Objectives TBD
a. Identifying existing products that will be marketed in existing markets
b. Identifying existing products that will be marketed in new markets
c. Identify new products that will be marketed in existing markets
d. Identify new products that will be marketed in new markets
e. Share goals of sales volume, market share goals, penetration rates
7. Proposed Marketing Program TBD
a. Proposed Product and Service Strategy
b. Proposed Promotion Strategy (overview of IBP)
c. Proposed Pricing Strategy
d. Proposed Place Strategy
8. Implementation TBD
a. Plan for monitoring performance of marketing success
b. Plan for refining or updating marketing strategies and programs
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Integrated Brand Promotion
1. Introduction
IBP is integrated brand promotion and it's a process of using a widespread range of
promotion tools that work together to create a widespread brand coverage and
exposure. Doing promotion using Social and digital media is the way to go.
Promotion can also be through promotion ads, posters, commercials, campaigns and
website.
IBP focuses on the promotion part of the company. It helps put down all the
options to promote a specific business, as well as look at what the competitors are
doing, and what can be done to surpass them. IBP is simply about promoting and
branding the company to reach more people and improve the business.
2. Situational Analysis
a. Historical Context
ClearVue Auto Glass Inc. is a legal structural company that is filed under an S
Corporation. It is privately owned, and the owner is able to communicate through
both English and Spanish. ClearVue Auto Glass is a company that provides fast and
friendly services for people who need the windshield of their cars fixed or replaced.
The current office address is 375 Fayette St. Perth Amboy NJ 08861, however they
have no shop location.
b. Industry Analysis
Services to your vehicle include:
i. Windshield and window repair
ii. Windshield and window chip repairs
iii. Windshield and window replacements
iv. Free mobile service
ClearVue Auto glass began their business in New Jersey and they cover nine counties
in central Jersey. They cover the following counties, Middlesex, Union, Somerset,
Hunterdon, Morris, Essex, Hudson, Ocean, and Monmouth County. The
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Business is available all year round, seven days a week from 8 am to 5 pm. They
accept all payment types including cash, check, POs and all major credit cards.
c. Market Analysis
ClearVue Auto glass targets all car owners who need windshield repairs and
replacements. They target their local communities in most counties of New Jersey. A
large problem for ClearVue Auto Glass faces is their strong competitors. They are
competing with companies established much longer in the market, many of them
corporately owned with much larger marketing and advertising budgets.
d. Competitor Analysis
In this section, we will compare some of the competitors that ClearVue auto glass
face in the state of New Jersey.
First Class Auto Glass
First class auto Glass Company has a 25-year experience in the Auto glass industry.
They began serving vehicle owners throughout the Old Bridge community since
1986. They are located in 208 Texas Rd in Old Bridge, NJ 08857. The offer repairs
to people around the area as well as own a location in Freehold NJ.
2-Arrow Auto Glass
Arrow Auto glass is one of the largest independently owned auto glass repair
companies in the great northeast and mid-Atlantic. They serve many states, serving
six locations in New Jersey alone. They prefer quality over volume and they work
fast to get their customers back on the road safely.
3-Safelite Auto glass
Safelite auto Glass Company has over 65 years of experience, which was originally
found 1947 at a single location in Wichita, Kansas. They grew and now they offer
their services in 550 locations around the nation. They offer their services in five
locations in New Jersey.
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Factors
Location’s
Services
Experience
Hours
ClearVue
One
Mobile Service
NA
Sun-Sat
8am – 5pm
First Class
Two
Shop Service
25 years
Mon – Fri
8am to 5 pm
Sat-Sun - closed
Arrow
Safelite
Six
Mobile Service
NA
By Appointments
Five
Mobile & Shop service
65+ years
8 am – 4 pm
Other locations
8am - 5pm
Insurance
Payment
No
Cash, check, POs
all credit cards
accepted.
Yes
Accept Credit Card
Yes
NA
Yes
Accept Credit Cards
Discounts
Website
NA
None
Yes
http://www.jerseyau
toglassrepair.com
No
http://www.arrowautog
lass.com/index.html
Yes
https://www.safelite.com/
3. Objectives and Measurement of Success
In this section we will present the goals that ClearVue Auto Glass can focus on through its promotional
programs. These goals will be met by improving customer information, community awareness, and making
ClearVue Auto Glass the best in the market.
Main Objectives of IBP
o
o
o
o
o
o
o
Provide information for potential customers, to inform them of the company and its
services.
Increasing the number customers for the business
Making the business stand out from the rest of its competitors
Updating current Logo
Providing promotion materials like business cards, banner, as well as t-shirts.
Helping with social media material
Using advertisement to attract new customers
4. Budgeting
In this part we discuss ClearVue Auto Glass’ current budget and some of the costs associated with
the promotion campaign will be studied. All charges associated with the services proposed in the
promotion campaign and website are based on a 5 years cost projection.
ClearVue Auto glass has a small budget towards a promotion campaign. It’s crucial that the company
establishes itself as a powerful brand as it grows. In order to help ClearVue Auto Glass become more
notable and recognizable is to update their graphical materials.
Methods:
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Building a website for the business will allow ClearVue Auto Glass to become accessible to
customers searching online and on social media, therefore reaching more people. Improving the
graphic materials such as the logo will promote the brand online as well as on their business cards,
banners and business t-shirts.
Projected Costs:
Website
Business
Cards
Banners
Total
Year 1
$850
Year 2
$250
Year 3
$250
Year 4
$250
Year 5
$250
$150
$250
$1250
$100
$200
$550
$100
$200
$550
$100
$200
$550
$100
$200
$550
Advertising Campaign proposal
Logo
Each company has to have a great logo that fits their theme of work, because the logo is a
brand for the business. The logo has to clear for the customers and easily recognized and
understood.
Business Cards
Business cards are really important, and having a good design matters. The business card
should have the logo, business information, and sometime social media, so people can reach
out any way they prefer.
Banners
Banners or flyers are papers that promote the business wherever it is. They are either handed
to people or hung on walls on the street and stores. People will see them and contact the
business when needed. Flyers can be sent by mail in the local community that can include
promotional material such as coupons to drive in business.
Pros:
Having a stand out logo promotes the brand and the more consumers see the logo on flyers
in the community the more apt they will be to call when needed.
Flyers have multiple uses as stated above. Purchasing them in bulk allows for multiple uses
and lower cost per unit.
Flyers and banners can be hung and given away in local gas stations and car washes to
promote to people who need their windshields repaired or replaced.
Cons:
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Paper materials have an upfront cost.
Paper materials are not eco-friendly.
Flyers often get thrown away if services are not needed when received.
T-shirt
Working on the road, it is important to have a business t-shit that has the company logo on
it. It is a symbol of the company for the business worker and its can promote the business
when others see it around. Company t-shirts also project a level of professionalism that
customers expect.
Coupons
Coupons are a great way to attract customers since most of the people are trying to save
money and find the cheapest services, with great quality. When a business provides coupons
and discounts, people will prefer them over another business with high prices. Having a flyer
that includes a promotion or coupon also has a higher level that the consumer will save the
flyer for future needs.
5. Proposed Strategy TBD
6. Advertising Campaign Proposal TBD
a. Specific Objectives
b. Media Strategy
7. Web Campaign Proposal TBD
a. Specific Objectives
b. Media Strategy and Plan
8. Sales Promotion and Campaign Proposal TBD
a. Specific Objectives
b. Media Strategy
9. Direct Marketing Campaign Proposal TBD
a. Specific Objectives
b. Media Strategy and Plan
10. Public Relations Campaign Proposal TBD
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a. Specific Objectives
b. Media Strategy and Plan:
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Website Implementation
1. Analysis Phase
The following report presents information highlights regarding the ClearVue Auto
Glass Inc., web design and development process and methodology, as well as results
of our research, discussion and recommendations.
This report consists of the four main sections, namely: the background, the analysis,
the design, and the implementation, followed by a future recommendations section.
In the background section, the team provides the brief overview of ClearVue
background. The following three chapters detail the three phases of its methodology.
The analysis chapter discusses an overview of the data acquisition process, as well as
target and competitors analysis. The design and implementation chapters provide the
results of the project, as well as a detailed explanation of the sponsor and focus
group feedback on the mock up and final result. In the future recommendation
section of this chapter, the team provides a discussion on the future work that can be
continued on this web design project to optimize the website’s effectiveness in
achieving the goals of ClearVue Auto Glass Inc.
Company Background:
ClearVue Auto Glass Inc. is a New Jersey based mobile auto glass repair service
provider. ClearVue Auto Glass Inc. specializes in all types of auto glass services from front and rear windshields to side glass and all types of damages to business
and individuals. ClearVue concentrates on every single customer personally by
offering safe and rapid mobile service. Mission of the ClearVue Auto Glass Inc. is to
provide safe, affordable services tailored to suit the needs every household and
business.
Analysis:
In the analysis phase, the team used different sources and methods for gathering and
analyzing information, such as questionnaire for sponsor, observation and
brainstorming.
Questionnaire for sponsor
During first two weeks, the team prepared several questionnaires that were sent
directly to the owner of ClearVue Auto Glass Inc., Mr. Renso Sansaricq. His
informative responses helped the team to define objectives for the project, to
identify the main competitors and to define the scope of the project.
Observation
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In the early stages of the project, the team came together to review the
similar websites, to look for trends and to succinctly present what the team observed
and why. After analyzing competitors' websites, the team had identified their
strengths and weaknesses and had defined what might be effective for the project.
Comments and suggestions were written down. All proposed ideas and discovered
features were built on next stages.
Brainstorming
The requirements were not so much set up by sponsor, as a team discovered them.
Creative brainstorming at the team meetings had finally resulted in the clear idea of
what the solution might look like. The generated ideas were prioritized and the ones
thought best for this project were selected for the initial requirements.
Project Objectives
The analysis of gathered information has begun from the very definition of
project objectives. The purpose of this project is to create a market leading website
that demonstrates ClearVue Auto Glass Inc. as a professional, reliable installer of
quality auto glass and related services in NJ, and remains to be a key means for users
to find the information about the services that ClearVue Auto Glass offers.
The website is aimed at helping ClearVue Auto Class to:

Develop and grow strong online presence and increase online visibility

Create brand awareness in NJ

Provide a clear online message and easy navigation.

Offer information on ClearVue services specific to its market and
stakeholders.

Keep ClearVue potential leads and business partners better informed.

Create informative interactive elements.

Increase customer convenience.

Broaden exposure with increased Internet marketing.
Analysis of Target Audience
ClearVue focuses on meeting the demand of a regular local customer base, as well as
the owners of towed damaged vehicle from the local and freeway road traffic. Thus,
the prospective website target audience is middle to upper-middle income customers
of both sexes between the ages of 25 to 75. Since a vast majority of adults in this
country owns a vehicle, it is difficult to discern the “average” customer of the
ClearVue. However, common characteristics among clients will include:
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
Internet users

Annual household income exceeding $50,000.

Live, work, or travel no longer distance than 50 miles from the Company’s
location.

Willing to spend $300 to $500 for windshield replacement or repair services.
Analysis of competitors’ website
For analysis, the team chose first three websites that were displayed by Google
Search engine using the key words: “windshield replacement NJ”. According to
those websites, all three companies present small business segment in car window
repair market that matches with ClearVue field of business. We defined five criteria
for analysis, namely: general review, navigation, site organization, responsiveness,
and search engine optimization. General review gives analysis of color scheme,
readability of font selection and advanced features proposed on the websites.
Navigation provides a sight of the global navigation consistency from page to page.
Site organization describes how the whole website is made consistent, the hierarchy
and the efficiency of content. Responsiveness shows how website is mobile
optimized. Search engine performance describes how SEO is presented and how it is
effective.
GLASSDOCTOR
General Review
(Glassdoctor, 2016)
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The Home page of GLASSDOCTOR is presented in every effective color pallet –
white, blue and red. White color gives a feel of cleanliness, provides a good contrast
and perfectly matches with other two colors. Blue color provides a feel of reliability
and serious attitude to a business while bringing in the freshness and a modern look.
Red color is an attention grabber; that is why, it is mostly used in call-to-action
elements. The tint of red color does not irritate or distract. However, web designer
chose pure blue as a background and white for main informational text that makes it
less readable and more irritating. The font used is easy to read, provides professional
look and relates to the overall theme.
Navigation
Navigation is placed in the upper right corner, which is both, usual and expected.
But, is unfortunately not functional what so ever. In our opinion, the malfunctioning
navigation completely ruins the first impression, and if anyone of us were the
customer, this person would immediately leave this website and continue with search
onto the next one.
Site organization
Because of nonfunctioning navigation, it is hard to analyze the organization and full
performance of this website.
Thus, only the Home Page is left to be analyzed. With a very first glimpse of a Home
page, the eye catches a very appealing image of the broken auto glass, which provides
the main idea of the goods and services provided by the business. Next, you see a
discount offer, which should increase a potential client’s interest in this company’s
services. Scrolling down, one will find an overview of business and a map that
displays all geographical areas served by GLASSDOCTOR. In conclusion, visual
hierarchy of Home page appears strong and logical and the content has sufficient
depth and breadth.
Responsiveness
The website is mobile optimized, but some elements look cut on a mobile device.
The phone number and logo function as a button, thus simplifying the process of
making a call.
Search Engine Performance
Website has a great content, which helps it to get a higher position in search ranking,
but is missing the related title and meta tags. However, it does show up at the top
position of Google Ads, which means that this website has a paid search. In any case,
the online tools do not provide any information for this website.
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DUBIN GLASS
(Dubin Glass, 2016)
General Review
DUBIN GLASS’ site is designed in similar color pallet as a previous website – white,
blue and red. The difference is in the tints of these colors, which follow through the
different pages of the website. The overall look is less impressive than previous
website and more outdated. The Home page provides really poor overview of
company and services offered, which makes this page less efficient. Also it provides
the link to Press Release, which does not fully match overall design and breaks all
visual hierarchy. The font-face is the simplest and while it is easily read, it does looks
pretty boring.
Navigation
Navigation is presented by horizontal bar at the top of the website and horizontal
net of links in the footer. The font size is small, which decreases usability. All links
appear to be working and intuitively logical.
Site organization
The website consists of seventeen pages, but could easily be organized on seven. The
Home page, Instant Quote and Contact Us page contain small chunks of
information that could be combined on one page. Information hierarchy could be
reached by headings and correct placement. Moreover, Instant Quote page contains
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broken format and inconsistency: supplier’s logo that should place under main
content area went aside; listed links has a different color.
(Dubin Glass, 2016)
Responsiveness
Website is mobile responsive, but mobile version is limited in information. It
provides only a short company overview and an Instant Quote. Mobile users
definitely won’t be able to browse full version of the website on a mobile device and
that might turn some potential customers away.
Search Engine Performance
Dubin Glass website takes up a second position in the Google browser under the
heading AD. According to Search Engine Performance Tool, Dubin Glass has only
sixty-nine organic keyword and more than 1000 paid keywords, which is quite a lot.
(Search metrics) Dublin Glass could decrease expenses for paid SEO, simply by
increasing the organic SEO.
Quality Auto Glass
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(Quality Auto Glass)
General Review
Quality Auto Glass’ site features ,a perhaps, more pleasant design, as compared to
the two previous websites. This website was designed in calm and monochromatic
color palette (dark and light blue in combination with white). Overall website appears
very clean, neat and professional looking. A huge plus is FAQ page that provides xamount of useful information. Each page offers a free quote, so a customer can use
the function at any time without having to search for it. The discount offers and
links to the appointment scheduling are conveniently displayed on every page of this
site.
Navigation
Navigation is presented by main menu - horizontal bar at the top of the website, and
two additional partial sub-menus: vertical and list of links in the footer. Navigation is
easy understandable and intuitively logical. All links appear to be working.
Site organization
Site has a rather good structure. Visual and informational organization is quite clear.
The content is separated into several sections. Each section includes a heading.
Images help to break up the content for easy scanning of text and support the
general theme.
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Responsiveness
Website is mobile optimized. The mobile version provides the full amount of
information, but looks a bit wordy for small devices. The content is not fully
optimized for viewport.
Search Engine Performance
Quality Auto Glass uses more organic SEO than the paid ones. That is probably the
reason it was not found in the Google Ads section. Despite the lower position
placement, this website still shows up on the first page and places at the beginning of
the list. Such high ranking by this website was achieved because of great, relative
content, title, several meta tags, good performance, etc. However, according to
Search Engine Performance Tool, this website still uses paid SEO that significantly
increases its search visibility. (Search metrics)
A System Requirements Document
In order to accomplish the above formulated objectives, the website for ClearVue
should include the following functionality:

The website must be mobile friendly;

The website is fully compatible with all modern web browsers;

Website must have a contact page with business address, email, customer
service number;

Website must include a “Quote” form, which the visitors can use to send a
request for a free estimate;

Menu System as the primary navigation method of the site that is always
displayed on each page;

Clicking on the logo on subordinate pages will navigate back to the home
page;

Consistent color scheme;

Consistent font style for content;

Consistent paragraph and numbering scheme;

Display a statement of content ownership on every page;

Provide a user-friendly message for a 404 error page;

Obtain permission for any copyrighted material that may appear on your site;

Include social media links;
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
Use meaningful language for links rather than “click here;”

Set up an analytics program to gather information about the users’ behavior,
review data, and make site improvements;

Consider conducting usability testing to ensure users can easily and
successfully complete their tasks;

The title of each page should be unique to each page and not be longer than
70 characters;

All pages’ URLs, especially dynamically generated ones, must have userfriendly URL alternative address so that they are collected by search engines.

The website must utilize semantic HTML (h1, h2, p, etc.)
Website Information Description
Properly created and maintained website will play a key role in ClearVue Auto Glass’
company’s success by helping the target market locate ClearVue Auto Glass on the
web, guide visitors to pages that are relevant to their needs, inspire them to seek the
company’s expertise, and engage them to become loyal customers and referral
marketing ambassadors. Thus, the content of the website should be easy to read,
intuitive to follow, and relative to the needs of a prospect customer. The following
content should be presented on website:

Logo of the company;

Company overview that provides general information about company;

Services description;

Call-to-action elements, such as “Call Us Now to Schedule an Appointment”
and “Get Free Quote Now”;

FAQ information;

Contact information, such as address, phone and email;

Copyright Statement;

Social Media Icons;

Hours of operation;

Information about payment options, such as debit/credit cards, cash,
personal or bank checks;

Information about insurance claims;

Information about the company’s service area.
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
Slideshow Images of “before and after” auto glass replacement;

High resolution images that represent services offered;

Warranty information: the extents and limitations;

Customers’ testimonials;
Potential Solutions
Three potential solutions are available for ClearVue Auto Glass Inc.: no action,
development by sponsor using website builder and external development.
No Action Solution
This alternative would take no owner’s action to create a company website and
expand existing marketing campaign. Under this alternative ClearVue will continue
to promote itself in social media only, thus losing the opportunity to increase its
online visibility, and consequently to raise brand awareness among potential
customers. In this day and age, customers desire to discover, to shop and to learn
everything about their needs without ever having to leave their home or office and
the prospective customers of ClearVue Auto Glass are not an exception. The proper
website is one of the most effective ways to market a business.
Development by Sponsor
This alternative implies that sponsor will take all responsibilities that relate to the
design and implementation of the website. This option requires a certain level of
knowledge of web design and development, current trends in creation of the
sophisticated website, capable of handling all the tasks that sponsor requires. So, the
cons of this option are that sponsor might not possess this knowledge. The pros
include cost efficiency and the full control of the modifications and the content.
External Development
External development means that website would be designed, developed and further
maintained by group of professionals. The benefit of hiring a professional team is
that their expertise is not only in web design and development, but also in marketing
and communications. They can use this knowledge and skills to create a website
based on the needs of the company. This is especially helpful for the sponsor who
doesn't know much about the web design, development, or marketing. The
drawback is, of course, a higher price. The process requires time to analyze, create
and develop a modern, fully functional site, and the time and professional skills come
at a price.
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Recommendations
The team's recommendation is third solution – external development. Since, the
sponsor does not possess nor the necessary knowledge or the time required for a
website development, the external development seems to be the best option. Online
presence significantly expands company’s marketing efforts. Moreover, a welldeveloped website will become the doorstep to ClearVue Auto Glass and will project
a superior first impression on its visitors. Thus, professionally designed website
would play an important role in converting company’s website visitors into actual
customers. It will allow the sponsor to achieve a competitive benefit in the market.
Well-established companies always choose the latest technologies, as well as newest
trends that they integrate into their customers’ systems. To continue conducting a
successful business in today’s strongly competitive business world, the sponsor
should consider every opportunity to stay ahead of his competition.
2. Design Phase TBD
a. Site Map and Narrative
b. Description of Each Page’s Content
c. Page Layout and Rationale
d. Color Schemes and Rationale
e. Navigation Scheme and Rationale
3. Implementation Phase TBD
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