April, 2010
INTERNET MAKRKETING PLAN
Fruition Day Spa
Capilano University
BMKT 369 – Ivan Surjanovic
Gagan Mahal
Jingyi Niu
Janine Cannon
Raquel Del Nero
Zhang Siwei
Table of Contents
Executive Summary ............................................................................................................ 3
Introduction ....................................................................................................................... 5
About the company ............................................................................................................. 5
Vision................................................................................................................................ 5
Strategic Goals ................................................................................................................... 5
Situation Analyses .............................................................................................................. 6
Industry trends .................................................................................................................. 6
Competition ....................................................................................................................... 8
Opportunity ....................................................................................................................... 9
Company’s Strengths and Weaknesses................................................................................... 9
SWOT Table ..................................................................................................................... 11
Marketing & Internet Marketing Objectives ........................................................................... 12
Target Profit..................................................................................................................... 12
Target Online Sales Profit ................................................................................................... 13
Target Offline Sales Profit .................................................................................................. 13
Target Website Traffic ....................................................................................................... 13
Alternative Evaluation........................................................................................................ 14
Marketing Objectives ......................................................................................................... 14
Our suggestion: ................................................................................................................ 15
Marketing Mix .................................................................................................................. 17
Product ........................................................................................................................... 17
Price ............................................................................................................................... 17
Promotion ........................................................................................................................ 17
Place / Distribution............................................................................................................ 20
Market Space Matrix.......................................................................................................... 20
Target Market Strategy:..................................................................................................... 22
Online target market: ........................................................................................................ 22
Offline target market:........................................................................................................ 22
Positioning strategy: ......................................................................................................... 22
Business and revenue model strategies: ............................................................................... 23
Multi-channel distribution strategy: ..................................................................................... 23
Communication Mix ........................................................................................................... 24
Communication Budget: .................................................................................................... 25
The Control of the Overall Project ........................................................................................ 25
Methodology .................................................................................................................... 25
What You Do .................................................................................................................... 26
What We Monitor .............................................................................................................. 26
Citations .......................................................................................................................... 28
2
Executive Summary
Fruition Day Spa, located in North Vancouver, is an affordable high quality service spa.
Fruition has efficiently succeeded in maintaining their vision. The products they offer are
similar to those available in high end resort spas. The price of their services are very
affordable, so the making the services less expensive will only hurt the image of quality
services. Marketing Co. would like to help promote the spa and increase awareness
through use of keyword popularity tools. We would also like to strengthen the awareness
of Fruition’s ability to sell and distribute gift cards online.
There are many trends occurring in the spa industry, including medical spa treatments in
the spa menu, as well as the new opportunity of targeting men who have become more
interested in spa services. Becoming a branded spa is also an industry trend. One
excellent way of branding your business is to have a company website. Fruition currently
has a website with sufficient content regarding services and products offered, location,
and promotions. However, there is also room for enhancing the website. Fruition’s
strengths include the affordable prices and quality of service in an intimate and less
intimidation environment. Although there are male oriented services available at
Fruition, there is a weakness. The website theme is strictly feminine and would not
appeal to the male market and therefore there are fewer male customers. The website also
has room for improvement. The target market of Fruition includes men and women
between the ages of 16 to 65 with middle to high income. These customers also live in a
close geographic proximity to Fruition.
The members of Marketing Co. have analyzed the spa industry, Fruition’s website, target
market, and strengths and weaknesses. Through our experience with website
optimization and design we have determined three things. First, Fruition’s website
requires more efficient use of imagery. As it stands there is not something eye catching
on the homepage to draw web users into the site. Second is search engine optimization
through the use of Google AdWord campaigns and keyword saturation throughout the
website and page titles.
Third is to increase links to Fruition’s website to improve their traffic and page rank.
3
Through the use of these marketing tactics Marketing Co.’s goal is to increase Fruition
Day Spa’s traffic rank and page relevance and extend the reach through use of AdWord
campaigns. We will be doing ongoing evaluations to determine the effectiveness of these
strategies. In turn, these strategies will generate an increase in revenue to Fruition Day
Spa.
4
Introduction
About the company
Fruition Day Spa was founded in 2001 by Laura Gobbo, who is now the President
of Fruition. It is located on Dollarton Highway in North Vancouver, British Columbia.
Fruition has been recognized in popular magazines for their services1.
Vision
“Have a smaller, more intimate and more affordable Spa that appeals to people
who have never visited a spa, or who prefer a less intimidating and more relaxing
experience than achieved through visiting a typical large spa”1.
Strategic Goals
Be profitable but affordable to their target market, which is people with middle to
upper income. They are to do this through franchising. The Day Spa’s will only be open
in one area each so they do not intrude on other franchisers’ territory1.
1
Fruition Day Spa Canada. (n.d.). Retrieved April 5, 2010, from Fruition Day Spa:
http://www.fruitiondayspa.ca/Default.aspx
5
Situation Analyses
Industry trends
There are 7 trends that have been recently occurring in the spa industry.
1.
“Better, Cheaper, Faster”2
With the way the world is going, everything is speeding up. Technology has
made communication faster, has made travelling faster, and even cooking faster.
However, for some reason people still are finding that they never have enough
time. Especially when it comes to enjoying a peaceful spa service every once and
awhile. One of the major competitive advantages for spa’s at the moment are to
provide high quality, reasonable priced, yet quick services to satisfy their
customer needs2.
2.
“Niche Equals Rich”2
It is growing more and more important for spa’s to distinguish their role in the
marketplace. Once a clear identity is established it helps consumers position the
spa to help them fulfill a need they may have. Due to the fast paced environment
and improvements in services, it is important to maintain values, and image to be
profitable in the industry2.
3.
“Medical Spa Mania”2
Combining medical spa treatments with relaxing spa treatments has become a
trend. Many consumers, especially middle aged men and women with middle to
high incomes, have become more and more interested in medical treatments, such
2
7 Trends in the Spa Industry - Massage Magazine. (n.d.). Retrieved April 5, 2010,
from Spa Massage News: http://www.massagemag.com/spa/news/107.php
6
as microdermabrasion, pulse lighting to remove fine lines and redness, and botox
injections2.
4.
“Corporate Connection”2
Corporate clients are helping to bring a significant revenue into day spas. It is a
trend now that spa services are provided at corporate events and many planners
are coming to spas and using the area as a place to have meetings and conferences
while enjoying a service2.
5.
“Branded Spa”2
Spa that are known regionally and nationally. These spas tend to group in certain
areas, and the Branded Spa provides the same management, marketing, and
technology practices to all the spas under the same name2.
6.
“Retail Rallying”2
Customers are increasingly become more interested in the ingredients and the
benefits of the products sold and used in spas. Especially with the Green Trend
that has been occurring.
Many people are interested in the environmental
contributions that the supplier of the products have. This knowledge is now part
of the decision criteria of the buyer. Having home-care protocols part of the
service and selling technique helps to bring in revenue and increase the
importance of homecare products in the consumers mind. This helps to increase
loyalty to the spa, especially when the product does exactly what the customer is
told it will do. It is important to have a strong retail selling strategy2
2
7 Trends in the Spa Industry - Massage Magazine. (n.d.). Retrieved April 5, 2010,
from Spa Massage News: http://www.massagemag.com/spa/news/107.php
7
7.
“Say Goodbye to Stereo Types”2
Now there are no stereo types for the typical sap goer. The services offered are
now considered a part of keeping your self-care balanced. This is happening
more and more because day spas are becoming much more common. Spas are
now considered more of a social outing and meeting place creating as extended
customer profile2.
8.
“More Man!”
There is also an increase in male spa goers in the recent years.
Competition
There is a lot of competition in the surrounding area in North Vancouver. Day spas
are only beginning to establish in North Vancouver, and many of them offer fairly small
facilities. Spa Utopia is a large corporate Spa that is nationally known and has the ability
to offer much more in a larger area. Absolute Spa is another well-known large spa that
targets high income consumers in resorts for the most part. Many celebrities have come
to Absolute Spa and have left testimonials. Fruition Day Spa is in a completely different
level and, with their current market share, could not compete efficiently with such large
spas. The main competition are the smaller salons with spa services like manicures,
pedicures, and waxing, and the smaller Nail Bars. They are much more numerous and
the cost for services are much cheaper. Although the quality of service is by far much
less than what Fruition can offer, many consumers (especially in North Vancouver), are
not used to paying more for similar services even if they are better quality.
8
Opportunity
Many opportunities are arising with new trends becoming more relevant to the
success of a day spa. Fruition is currently offering a franchisee program1. This will
help improve their name and create a Branded Spa, which is one of the trends.
They are providing more affordable services, however, there is an opportunity to
develop even quicker services since most of their services are over an hour with the
option for many add-ons1. They offer only a few services that are 30 minutes1. Also,
with the trend of having medical spa services available in day spas, there is an
opportunity to partner with already existing medical spas, or to make the investment to
bring medical treatments and technologies to the business.
Now that the target market for day spas is much broader, the opportunity to
clearly define and target a certain demographic is much easier as different spas may
appeal to different people.
There are also a lot more people using internet now than ever before. It is now
advantageous to draw people to your spa through online tools as well. The website helps
to define their brand and position the spa in consumers’ minds.
Company’s Strengths and Weaknesses
Strengths:
Fruition offers a variety of services for both men and women of many ages. They
have facials that are for teenagers and for aging , or acne skin. There are body
scrubs and manicures and pedicures offered. Many of the retail products they
offer are popular among consumers1. They have also had articles written about
them in popular magazines, as well as nominations for favourite spa facility and
1
Fruition Day Spa Canada. (n.d.). Retrieved April 5, 2010, from Fruition Day Spa:
http://www.fruitiondayspa.ca/Default.aspx
1
Fruition Day Spa Canada. (n.d.). Retrieved April 5, 2010, from Fruition Day Spa:
http://www.fruitiondayspa.ca/Default.aspx
9
services for 20091. Since Fruition is a much smaller facility it is much less
intimidating for people who are coming to a spa for the first time, or prefer more
personalized services.
Weaknesses:
The website is not targeted towards men, even though there are male services
available. If a man were to search on the internet and click on Fruition Day Spa,
it is less likely they will look into the spa further. Currently there is only one
location with opportunities to grow. The website is also not optimized to its full
potential and the imagery and overall design is not efficient. They do not have
many links to their website and could broaden the medical services that they are
currently lacking.
10
SWOT Table










Medical Treatments

Franchise
More internet users

Broad Target Market
Website Brand Image 
Lots of competition

from smaller nail spas
Large corporate spas
Trend towards fast
spa services
Offer a variety of

affordable services
Recognized in

Fashion Magazine

Website not
optimized
Don’t offer many
medical services
One location only
Offer affordable
medical treatments
Recognized
Franchiser
Optimize website


Optimize website
Partner with
medical spa
Open more
locations in area
Offer quick and
affordable services
that have similar
quality to high end
spas


Target specific
customers through
use of online tools
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Marketing & Internet Marketing Objectives
Target Profit
Our total profit is determined by our prices. In our prices we need to allocate
money for labour and supplies, overhead, and profit. When these things are added into
our prices we will be able to determine how much of a profit will be made. Certain
expenses that will be added into labour will be benefits and salary costs for all of the
staff. This cost can also vary depending on how much time is spent on certain services.
Overhead expenses will include all of the costs that are required to run the day spa not
including labour. This would include rent and utilities. This will amount to be about 40%
of the labour and supplies. Our target profit is $318,208 per year.
Income Statement
Ending Dec.31st 2009
Fruition Day Spa
Sales
Fixed Expenses:
Rent
Salaries Expenses
(Managers)
Wages Expenses
Appreciation
Total Fixed Expenses
Variable Expenses:
Commission
Expenses
Product Expenses
Total Variable
Expenses
$1,000,000
$ 312,000
$ 110,000
$ 14,400
$ 6,000
$ 442,400
$ 160,000
$ 36,000
$ 196,000
Total Taxes
$ 43,392
Total Profit
$318,208
12
Target Online Sales Profit
Since most of the money is made in the store, it is hard to say how much profit
would be adequate from the website. The only product that we sell online is a gift card to
our spa. A target profit of 10% of total sales per year would be an awesome target.
Making $31,820.80 ($318,208 x 10%) off of the website would be nice and achievable.
Target Offline Sales Profit
To achieve this is a simple mathematical equation that needs to be done.
$318,208/52weeks =$6,119.38
$6119.38/77(hours a week- 10am-9pm (11hr days)
=$79.47/hr >> $80/hr
Staff will need to provide an $80 service to customers per hour so we can make
this profit. We will also need to add profit margin of 10 % the total will come to $ 88 per
hour.
Target Website Traffic
Our current web site traffic rank is 12,872,539. Our main competitors (Spa
utopia) traffic rank is 1,167,489. We would want to be a lot closer to Spa Utopias traffic
rank. A target for us would be somewhere near the 2,000,000 mark.
13
Alternative Evaluation
We have evaluated each alternative based on Potential, Return on Investment,
Cost, Timeline, and Ease of Implementation. Each alternative is scored from 1 – 5 in
terms of desirability, and then tallied to see which the preferred alternative is.
 Potential of Growth
 Return on Investment
 Cost of Implementation
 Timeline
 Ease of Implementation
Turns out we found the optimum choice for Fruition Day Spa is to implement
entire strategic plan in order to achieve a systematic change throughout the company. All
the criteria weighted the same at this point due to the urgency of improvement.
Marketing Objectives
Marketing Co. has determined three required strategies to achieve the target profit and
increase web traffic and revenue to the company.
1)
Fruition’s website requires more efficient use of imagery. As it stands there is not
something eye catching on the homepage to draw web users into the site. We suggest
changing the menu style of the website to something more easily navigated. Right now
the menu is small and hard to read. When web users scroll over the menu items they tend
to get hidden by other menu items. We also feel that we could make the homepage more
interactive through use of YouTube videos related to the business. One suggestion to
appeal to the male market would be to change the colour theme of the website as well.
2)
Second is search engine optimization through the use of Google AdWord
campaigns and keyword saturation throughout the website and page titles. We
suggestion adding a little more text content to the homepage with keywords we will be
highlighting later in the report. Fruition currently is using viral marketing tactics such as
14
Facebook and Twitter. Marketing Co. would like to see the use of YouTube as well. We
would also like to optimize the use of blogging and RSS Feeds.
3)
Third is to increase links to Fruition’s website to improve their traffic and page
rank. An excellent site to link to us would be spasincanada.ca. They are a website that
indexes spas throughout Canada and helps consumers locate spas near them. A blog will
also improve link popularity to Fruition.
Our suggestion:
Initially our suggestion for the website would be as the image shown below:
However, we highly recommend changing the theme color. As mentioned before,
this website is not target towardsman, and changing the theme color to a more neutral
color would definitely be more visual appealing to both men and women. The image
below shows another theme color suggestion:
15
16
Marketing Mix
Product
Founded by Laura Gobbo in 2001, Fruition Day Spa has been recognized over the
years in popular magazines for their services. It offers beauty services that goes form
facial therapy to Hands and Feet care. Five different beauty packages are accessible for
the clients: For Men; Lavender Luxury; Spa Escape; A Touch of Heaven and The Diva.
However clients can also choose services outside the packages. Their main competitive
advantage is the quality of services that they provide.
Price
In terms of pricing, Fruition Day Spa’s services have traditionally been sold at a
premium price. As they are known for providing a high quality service we will continue
to recommend this pricing strategy. Premium or prestige pricing is effective because the
target market has higher disposable incomes than that of the general population. It would
not be in the best interest to decrease the prices of products or services. Within the eyes
of consumers there is an association with premium pricing and premium quality.
Promotion
a) Domain name
Fruition Day Spa currently owns and operates the domain www.fruitiondayspa.ca
b) SEO (brief description- suggest SEO for the home page)
Due to Fruition Day Spa’s luxury services, initially we investigated the possibility
of optimizing the site for the keywords beauty spa, and luxury spa (see graph below form
google trends).
17
However, due to the large amount of sites already appearing in this search and a
lack of geographic segmentation we wish to additionally optimize the site for the term
“North Vancouver Spa”. This allows for greater ability to segment potential clients based
on geographic location. Also, this geographical area has a higher average income than
anywhere else in the GVRD and therefore has the ability to afford the high-end product
offerings from Fruition Day Spa.
This SEO will be achieved through the use of page titles, content and Meta Tags.
These tactics when utilized are very effective in improving a site indexing on search
engines. These tactics will be combined with additional links created through social
media sites like Twitter and BlogSpot. This will increase the pages relevance on search
engines increasing the site rank due to link popularity.
The “home” page Fruition Day Spa will be optimized in accordance with the
following table:
Keywords to stress
Day Spa, North Vancouver Spa
Title Tag
Day Spa – North Vancouver Beauty Spa
Desc. Meta Tag
Fruition Day Spa provides luxury services since 2001.
Kw. Meta Tag
North Vancouver Spa, Spa in North Vancouver, Beauty Spa in
North Vancouver
18
URL
www.fruitiondayspa.ca
Text Title
Fruition Day Spa – North Vancouver Beauty Spa
First Paragraph
Fruition Day Spa has been serving North Vancouver since
2001. Services we offer include: Relaxation massages, Body
bliss …
Alt Tags
Day Spa – North Vancouver Beauty Spa
Bold
Spa (whenever they appear)
Text Changes
Include “North Vancouver Spa” and “Fruition Day Spa” in page
content
c) Advertising
Keyword advertising will be used to promote the existence of the Fruition Day
Spa site while increasing traffic. This will be based on a pay per click method via Google
adwords. Again we will focus our keywords on geographic locations by buying ad space
for the keywords “North Vancouver Spa”, and “North Shore Spa”. This will allow for
geographic segmentation of web users and, as is evident in the image below, high rank
can be achieved for low cost due to the lack of current advertising for the selected
keywords.
19
d) Other promotion tactics
Fruition Day Spa is currently implementing additional promotional tactics in the
forms of print advertising, direct mail, discount vouchers and brochures. These tactics all
drive traffic to the website with the hope of generating leads.
Additionally, an EDM will be sent to the client database with the aim of
increasing traffic and generating leads. The database will be drawn from site user activity
data as well as current clients of Fruition Day Spa.
Finally, Fruition Day Spa will contribute to a blog about beauty tips and advices, to
create awareness for their brand.
Place / Distribution
The key-differentiating factor of Fruition Day Spa is their high quality of service.
Therefore, we wish to create a mixed mode buying process in which the final purchase is
made on a person-to-person level. This means that no purchasing will exist via the
Fruition Day Spa site. However, e-mails and queries can be conducted between clients
and Fruition Day Spa via either the site or personal e-mails. These interactions will
include beauty information, quotes and general packages inquiries
.
Market Space Matrix
Awareness
Product
Price
Communication
Dynamic
Pricing
Direct Mail
Print
Advertising
Gift Cards
Keyword
Advertising
SEO
EDM
Exploration
Commitment
Complimentary
information
packages
Different
pricing
packages
Website
E-mail
Telephone
Direct Mail
EDM
Dissolution
Customer
Care
Customer
Compensation
Personal
interaction
E-mail
Telephone
Loyalty
programs
Customer
assistance
20
Community
Distribution
Yellow
Pages
Social
Media
C2C
(Beauty
advisor
etc.)
Individual
Attention (emails phone
calls etc.)
E-mail
Telephone
Number of
channels
E-mail
Telephone
Mail
21
Target Market Strategy:
Online target market:
Fruition Day Spa has an entire new market segment that is virtually untapped.
One of the fastest growing trends in the spa industry is men’s spa services and products
created specifically for men. Fruition should start by creating a separate menu of men’s
spa services and products that are catering specifically to men in their website. The best
way to gain male interest is to set up advertisements in a visible position on the website.
Use images detailing men’s facials and massages.
Offline target market:
Fruition needs to expand their location. Fruition needs to develop a marketing
image and message promoting their skincare as the best local resource for customized
facial treatments, massage, and body care therapies.
Age
Location
Offline
20-50+
North and West Vancouver
Gender
Income (per year)
Generation
Benefits sought
M/F
$70,000 +
Baby Boomer, G x, G y
Service, Reliability
Social class
High level, Middle level
Online
16-50
North and West Vancouver
plus Lower Mainland
M/F
$50,000 +
G x, G y
Price, Online purchase,
Quality, Service
High level, Middle level
Positioning strategy:
Fruition Day Spa must position their brand as a high-end and high quality in
comparison to their direct competition. This will differentiate the brand and allow them to
occupy an empty segment of the local marketplace.
In order to build the best positioning strategy, optimizing the website is a
widespread way to promote the spa business.
22
Highly productive strategies to use:

Establish partnerships with website owners and individuals who are targeting
your same market. These people often have a large list of subscribers and
customers can cross promote to Fruition’s spa services and products.

Exchange links to the website with other spa industry related websites. For
example, they can link the website address to www.spasincanada.ca. This is
another effective strategy for generating the website for free. It involves
contacting other website owners for a possible link exchange partnership.

Submit the website address to blog search sites. And submit the website URL
to websites such as Digg, etc.

Having a blog is another way to build daily commentary about Fruition spa
treatments and services. It also helps in building a relationship with their
readers and clients. Such as, Facebook, Twitter, etc.

Create RSS feeds for fruition website and submit the feed URLs to the major
RSS feed directories online.

Also make the website more user friendly by making the format of the site
different,
including
more
images
and
content.
Business and revenue model strategies:
Fruition Day Spa operates as a standard day spa has instituted that cost of
products and services sold is 10% of sales on the basis of the projections provided in the
case. The sales and marketing is projected to the major expense. In the following years it
has been projected at a lower level. The advertising and promotion would continue but
the initial costs would be higher.
Multi-channel distribution strategy:
Fruition Day Spa can begin to offer affordable medical treatments to keep up with
the trends and advertise this by utilizing both online and offline sources. This will begin
attracting future customers. Also, Fruition can offer online promotions to draw more
people to their business.
23
Strategies:

Set a link on the website that customers can use to redeem their direct mail
coupons

Offer bundle package deals. They could use this kind of deal to get more
people to purchase spa products and try out new services.

They could mail their clients or prospects a sample of spa or cosmetic
products. They can send them a free instruction DVD to compliment the
products.
Communication Mix
Communication Type
Strategy
Online PR



Online Partnerships




Search Marketing
Offline Communication
Viral Marketing
Opt-in E-mail
Interactive Ads
Total













$980
SEO
AdWords
Continue relations with Fashion Magazine to keep in
contact with media
Blog
RSS Feeds
Twitter, Facebook, Youtube
Increase links with businesses targeting same
consumers
Affiliate marketing
Direct mail – includes promotions and coupons
Spa shows
WOM
Advertising – billboards and bus stop signs
Sales promotions through staff
E-newsletters
Can sign in for a e-newsletter on website and to send
to a friend
Twitter, Facebook, Youtube
Adwords
Be party to other company’s e-newsletters
Adwords with landing page
Banner Ads
24
Communication Budget:
Item
Cost Per Month
Cost per Year
SEO
$100
$1200
Keyword Advertising
$190
$2160
Website Design
$2084
$25000
Website Programming
$2000
$24000
Website Maintenance
$843
$10000
Blogs
$100
$1200
Affiliate Marketing
$280
$3360
Proposal Design
Total
$420
$6017
$5040
$17640
The Control of the Overall Project
Methodology
We are going to do periodical evaluations and continuous tracking of the new
strategies and actions we’ve implemented and their effectiveness. The major purposes of
follow up evaluation are to ensure the company goals and objectives are met, and keeping
the company’s performance on track. However, the reality is that as a third party, it is
difficult to coordinate closely with Fruition and its partners and clients due to many
obstacles and inconveniences.
At this point, we do need your cooperation by providing
feedbacks, and we will do the rest of the systematic evaluation.
In terms of the control plan, we have four systematic controls:

Premise Control

Implementation Control

Strategic Surveillance
25

Special Alert Control
Our team will mainly monitor the data related to your website and your sales via
implementation control tools. And for other circumstances in the progress, we will
implement other strategic controls if needed.
What You Do
As we can see from the charts above, Option x is the most preferable alternative
for Fruition Day Spa since it has the highest score after considering all the criteria.
The
following evaluation action will be based on this alternative. In order for this plan to
have great results, both of us will have responsibilities to fulfill. Many of the options
require the participation of both parties to ensure the plan is implemented appropriately.
We will be working closely on all the options we have mentioned, however here are
your responsibility to coordinate with us:

Develop and follow up on new joint ventures

Actively be involved in company blog and social media sites

Developing and updating a creative mission and vision statement

Researching companies interested in carbon trading

Researching international business opportunities in Asia and with local Native
bands
What We Monitor
A close monitor of website visitor volume will start through statbrain.com. We
will compare these statistics with Fruition Day Spa’s new revenue, amount of clients, and
as well as the actual visit directed by Fruition Day Spa website.
We will conduct a survey about new website appearance, layout, and online
visibility through surveymonkey.com.
In addition, we will be tightly concerning about Fruition Day Spa website
conversion rate. As you wished, we also want the desire sales increase in the spa with
10-15% after website visit.
We also have below criteria to control the entire plan:
26
1. Search engine rank: The sites rank on search engines will be used to measure
the success of the SEO and to guide future SEO activities.
2. Search engine saturation: We will monitor the obvious increase in each major
search engines such as google and yahoo.
3. Time spent per page and pages visited: This will be monitored via site
analytics. We will use the data to consider about the new version of website
content, layout and information relevance, in order to make immediate
response and adjustment on them.
4. ROI: This will be the ultimate and overall measure of the success of our entire
project.
All the records from controlling phase will be used for future efforts if needed and
help Fruition Day Spa and its website to maximize their value.
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Citations
Fruition Day Spa Canada. (n.d.). Retrieved April 5, 2010, from Fruition
Day Spa: http://www.fruitiondayspa.ca/Default.aspx
7 Trends in the Spa Industry - Massage Magazine. (n.d.). Retrieved April 5,
2010, from Spa Massage News:
http://www.massagemag.com/spa/news/107.php
Entrepreneur- retrieved April 6th 2010,
http://www.entrepreneur.com/startingabusiness/businessid
eas/startupkits/article79550-6.html
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