1. User Guide ©CEFRIO 2018 – PROGRAMME EDNET 1
State your company’s mission and sector of activity.
What are your company’s priority concerns, problems, and challenges?
Also, identify your company’s main weaknesses, that is, the ones that must be corrected or offset to enable it to achieve its strategic objectives.
What are your aspirations with regard to digital development and what means will you implement to achieve them?
Specify your company’s intent with regard to your current strategic digital objectives (sales, conversion, growth, profits, and so on), positioning, and market development.
Discuss target performance indicators:
Financial (overall sales results, online sales, other)
Customer satisfaction
Conversion rate
Internal efficiency
How do you differentiate yourself – physically and digitally – in your markets? How is your value proposition unique as compared with your competitors’ value proposition?
Do your digital assets play a role in supporting your objectives, reducing cost, creating competitive advantage, and differentiating your company from the competition? How do your digital assets support your competitive positioning in the market and how would they add value to your current service offer?
What digital strategy are you currently considering?
Do you plan to enhance your web presence?
Do you plan to use digital marketing tactics to generate sales and increase traffic to your site via search engines, online advertising, and media purchases (Google, Facebook, other)?
Do you plan to implement a content strategy as well as customer- acquisition and retention tactics via and social-media marketing?
Do you plan to use data collected about your customers to gain a better understanding of their profile and interests?
What is your assessment with respect to:
The current state of your digital assets, infrastructure, and applications? Are they up to date or obsolete?
Your current IT systems’ capability to support your digital development projects?
Your current business processes, including operations management and customer service? Do they require improvement?
Your internal and external teams’ skills and ability to manage e-commerce?
In the table below, briefly describe the main digital initiatives you need to implement over the next two years. For example, an initial initiative may be a new business project, business plan or strategic plan. All other major digital initiatives that may have an impact on your development should be included.
Year/quarter
Main initiatives
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2. [Insert your company name]
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Year/quarter
Main initiatives
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3. Example: Implementation Project – Tourism Business
Be the leading family-oriented outdoor centre in our region
Increase revenue from $X to $Y over the next 3 years
Provide online booking for individuals and families
Online booking and sales to groups (corporate, school, other) (30% currently)
Enhance our visibility and brand recognition elsewhere in Quebec
Increase our site traffic and conversion rate
Outdoor Centre in operation for the past 30 years and known in the region of XYZ
Provides winter activities (cross-country skiing, snowshoeing) and summer activities (hiking, trail racing, mountain-biking)
Rents cross-country skis, snowshoes, and mountain bikes
Also provides lodging packages in partnership with regional suppliers
Our weaknesses are our lack of knowledge about digital technology and our lack of experience in using this technology
We rent equipment to individuals, families, and groups
We target young families
Differentiated service offer includes a nursery for children aged 3 to 8 years on weekends from 10 AM to 4 PM
Implementation of an e-commerce solution (online booking) on our web site
Integration with our centralized data-management system
Reliance on a new tool to conduct marketing to communicate with our customers and get to know them better and foster customer loyalty
Also, reliance on stronger web presence, mainly by posting new content regularly on our web site and using targeted online advertising via Google (AdWords)
We also want to be consistently present on social media and advertise on Facebook
In-house software solution for managing bookings and equipment rentals
5 years ago, our customer accounts were digitized and are now held in an online database
Bookings can be made by phone or online form on our web site
Use to confirm bookings made via our site or by phone
Credit card transactions only by phone
IT equipment acquired about 5 years ago and maintained (server updates and so on) by an external supplier
Year/quarter
Main initiatives
2019 / January to April
Optimize web site
Implement online booking system
Implement an marketing tool and train a staff member to use it
2019 / April and May
Digital marketing strategy planning (content marketing, search-engine marketing, social-media strategy)
2019 / June to October
Gradual launch of marketing initiatives and campaigns (Google Adwords, Facebook Ads, remarketing, social media)
2019 / November
Analyze and measure the results of marketing initiatives and adjust and optimize for 2020
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