An E-Marketing Plan by Owen Hendershot

What is Pandamboo.com?  Pandamboo.com is a place where consumers can find a variety of quality and environmentally friendly bamboo products.  Products available include: Dinnerware, Foods, Clothing, Furniture, and more.

What’s so great about Bamboo?  Bamboo grows at a rate of 1 meter per day.  Bamboo has a higher tensile strength than steel, and can withstand more compression than concrete.  Bamboo fabric is very soft.

SWOT Analysis Strengths -Pandamboo.com will be a pioneer in online sales of non-bulk bamboo foods. -Pandamboo.com has the potential to be a portal for many bamboo sellers to sell their products. Opportunities -Many competitors may be willing to work with Pandamboo.com in order to increase sales. -Consumers are becoming increasingly environmentally conscious. Weaknesses -Pandamboo.com currently has no registration with the FDA. -There is currently no start up cash. Threats -There is existing, more experienced competition for bamboo products on the internet. -USD is dropping in value, foreign bamboo goods may in turn be more expensive to obtain.

MOA Analysis  Demand Analysis Since the early 1990s there has been an icreasing demand for organic products. Organic foods have increased form 0.9% of the total food market in 1997 to 2.5% ($13 billion) in  Segment Analysis Consumers are beginning to take whether a product is “green” into consideration when making a purchase. A 2007 Cone Consumer Environmental study showed that there has been an increase in environmental interest by 32% since The “Green” consumer market is not clearly defined by Age, Gender, or even income.

MOA Analysis (continued)  Supply Analysis There are several sites that offer goods such as Bamboo plywood, fence or clothing, but there are few sites that offer furniture and even fewer that sell foods or dinnerware. There is potential for a high demand, but there is a relatively low supply.

Objectives  Establish relationships with other businesses.  Improve brand awareness to 20% of all U.S. Internet users.  Establish strong CRM to the point of a 60% retention rate.  Increase variety of inventory to double that of the opening inventory.  Minimize distribution costs.

E-Marketing Strategy  Offer- Environmentally friendly, durable, and quality products will be sold through Pandamboo.com in a simple and secure manner  Value- Products will be sold using value added pricing. The bamboo products may be roughly the same as similar products but the added value of saving the environment makes it worth that much more.

E-Marketing Strategy (continued)  Distribution- Pandamboo.com will use direct marketing, though an intermediary for shipping will be required.  Communication- Once consumers are aware of Pandamboo.com, it will sell itself. As the CCE study has shown, if you go green consumers will follow. To reach this awareness, Pandamboo.com will utilize keyword advertising.

Implementation Plan  Offer- A combination of the products sold on the site and the design of the site itself will help build the understanding among consumers that Pandamboo.com is the place to go for quality eco-friendly bamboo products.  Value- The site will offer a section of history of bamboo that will be very informative yet short and to the point, so customers can build an understanding of what the site offers.

Implementation Plan (continued)  Distribution- Pandamboo.com will make an arrangement with UPS to make for a faster shipping process. PayPal will be used to make purchases far easier for consumers.  Communication- Through means of continuous market research and questionnaires, Pandamboo.com will strive to build an inventory of products than customers want to buy.

Budget Revenue Forecast- In the first year, it is expected that the business will earn $150k, but should steadily grow as more people become aware of Pandamboo.com. E-Marketing Costs- Including startup costs, personnel, and other fees, the e- marketing costs for the first year total about $135k.

Evaluation Plan  The success of Pandamboo.com rests on how well it communicates with those who sell through the site, and how well it communicates with its customers.  All communications with customers will be used to make sure that everything people want is sold through Pandamboo.com, either by the business itself, or by another seller through the site  The more communications that take place, either B2B or B2C, the faster and more effective Pandamboo.com will be.

The End Thank you for your time