Marketing Plan, E- Business

A1: I have chosen for my business a local frozen yogurt shop, Let’s Top It. This store is located in a geographically desirable area (on a main road in a residential area near several K-12 schools, and a community college) with a potential large and varied customer base. The store provides a decent variety of frozen yogurt flavor and topping offerings in a clean and friendly environment. The cost of the product is comparable to that of similar businesses’ costs and the way the store operates is similar. The main issue with this company is that they have almost no online presence. There is no webpage, no social media pages, they have a fairly poor search engine presence, and do not appear to be linked with any online advertising presences such as urbanspoon.com or yelp.com. This store also offers no customer loyalty programs that may encourage return visits. As this store has a lot of local competition that does provide all of the above, this business is handicapped as far as generating new business. Since this is a single, privately owned store, there is not a large budget for marketing but increasing the store’s online presence will provide a low- cost way to advertise and encourage more business and repeat business and will help this business be competitive with the other stores in the area. The target demographic is well versed in using the Internet on a daily basis not only for looking at potential sites at which to spend money but also for general socialization purposes. Due to this, having an online presence would not only make this business more attractive to today’s consumers but would also increase the possibility that the store’s name will reach a wider audience than would normally just drive by the brick and mortar location. Even without adding an e-commerce option to the website, increasing online presence could