Professional Documents
Culture Documents
WEBSITES:
POTENTIAL ADVANTAGES FOR FLORAL FINDS
Prepared for
Ms. Kristy McCluskey
Manager
Floral Finds
Prepared by
Mr. Ethan Johnson
Publicity Manager
Floral Finds
Transmittal Memorandum
On November 20, 2009, Ms. Kristy McCluskey requested that the publicity committee submit a
recommendation regarding the development of a website for Floral Finds. That report is now
ready for submission.
The committee’s major recommendation is that Floral Finds establishes a website as a means of
advertising and attracting new customers.
That conclusion was reached after four weeks of investigative research and surveys. Local small
businesses who had reached out to an internet audience were contacted and questioned about the
effects of their websites, as were small flower shops in other areas of the country whose
companies also had websites. Surveys were issued to floral designers within the company and
customers to better predict the community’s reaction. Literature on creating a profitable space on
the internet was consulted.
The research has shown that developing a Floral Finds website would be beneficial to the
company. Designers and customers expressed an interest in the concept. The small businesses,
including local businesses and cross-country competition, agreed that the websites increased
interest in their businesses. The committee is grateful to all who contributed in the investigative
process.
If any Management members have any additional questions, a member of the publicity
committee will be available to help and can be reached at extension 5892.
The committee members appreciate the opportunity to contribute to the development of the
company.
3
CONTENTS
Page
I. Introduction ……………………………………………………..... 5
Websites:
Potential Advantages for Floral Finds
Executive Summary
Title Websites:
Potential Advantages for Floral Finds
Authorization This report is in reply to the request of the Manager, Ms. Kristy
recommendation McCluskey, that the publicity committee investigate the potential
effects of developing a website for Floral Finds. The committee
recommends the development of a company website.
Websites:
Potential Advantages for Floral Finds
I. Introduction
Floral Finds has been an asset to the community for many years. The company has a
reputation for respecting and taking pride in the work of its designers and for valuing
the employees. This is evident in the traditions and programs that have been
established over the years as a result of employee suggestions. Traditions include the
annual design conference and Designer of the Month program, which encourage the
expression of unique and creative designs, as well as the annual holiday party, which
invites the development of relationships among employees and their families. Floral
Finds is constantly striving to meet the needs and desires of employees and customers
alike. Research indicates that “today’s customers value their time above all,” (Don
Phin). The Floral Finds mission statement asserts that the company strives to offer the
most reliable customer service, and investigates the development of a website to show
its respect for the customers’ time.
This report, authorized by Ms. Kristy McCluskey on November 20, 2009, is intended
to analyze if the development of a website would be beneficial to Floral Finds. The
publicity committee recognizes the importance of transitioning the small business into
the 21st century, which places an emphasis on availability through the internet. The
committee has gone to great lengths to analyze the potential responses of the
company’s valued designers and customers, as they stand to be most impacted by he
development of a website.
Floral Finds must consider the decision regarding the development of a website from
two points of view: the feelings of and potential effects on the designer, and the
feelings of and potential effects on the customer.
6
Websites:
Potential Advantages for Floral Finds
Methods of Investigation
1. Local small business owners and cross-country small-scale flower shops who
expanded their businesses to include a website. These sources were questioned
about the effects of their websites on their businesses. The committee sought to
discover if the websites were a positive addition to the companies or a negative
expense.
Plan of Presentation
With the above sources as background, the committee’s report will proceed to lay out
specific recommendations for the development of the website and will conclude with
the benefits of developing the website.
Websites:
Potential Advantages for Floral Finds
Before describing the program, the committee wishes to address the most important
results discovered in our literary research.
Websites:
Potential Advantages for Floral Finds
The website will contain photographs of the designers’ best and most creative works.
The selection of photographs will display a wide array of arrangements to showcase the
designers flexibility and ability to design unique arrangements. The photographs will be
divided into sections; we suggest categories such as wedding, romantic holiday,general
holiday and designer spotlight but are open to suggestions from the designers, as it is
their work on display. Customers will have the ability to create fully customizable
accounts which will permit them to select what content appears on their homepage.
Inspiration arrangements will be suggested in a sidebar based on the content the customer
chooses to appear on their homepage. A Frequently Asked Questions section will be
established.
Websites:
Potential Advantages for Floral Finds
Estimates from the web develop companies indicated that based on this criteria, the initial
development of the Floral Finds website would cost approximately $3,500. Annual costs
would amount to $1,760, broken down as follows:
As stated previously, the site manager, who is hired as an external contractor, will handle
any updates necessary for the website. The committee recognizes the importance of
bringing in this outside expert and does not wish to burden designers with learning to
manage their own content. Furthrmore, enlisting a site manager will ensure that the site’s
design is streamlined and universally appealing.
The Frequently Asked Questions section will feature a submission forms should the
customer feel unsatisfied with the FAQ’s answers. The customer will have the option to
direct his or her question to Floral Finds in general (for example, policy and pricing
questions) or to a specific designer, referencing one of the designer’s arrangements.
General inquiries will be handled by the manager, while designers will respond to
questions directed at them. The committee expects that responses will be prompt and
timely; to ensure customer satisfaction there will be a mandatory policy under which
responses must be delivered within 24 hours of receipt of the question.
10
Websites:
Potential Advantages for Floral Finds
The designers’ work will be showcased on website. Each designer will have a
Designer Spotlight page, where photographs of the designers work will be displayed
side by side. The designers take great pride in their arrangements and will want each
arrangement to demonstrate their talents. If in seeing the designs side by side the
designer recognizes that his or her arrangements are often very similar, the designer
will be inspired to create more varied arrangements.
The committee anticipates that the website will be utilized by three categories of
customers: the regulars who wish to gain ideas of what they’d like by viewing
photographs of the designers’ arrangements, those who have an interest in basic
arrangements but don’t have the time or desire to enter the flower shop in person, and
those who stumble upon the website as a result of keywords, advertisements and
recommendations and are thus inspired to do business with the shop. The latter is a
currently untapped market; the website will help Floral Finds forge a connection with
such customers and thus increase its customer base.
11
Websites:
Potential Advantages for Floral Finds
Appendix A
Survey Responses
A survey of 20 Floral Finds Designers was conducted to gauge employee feelings toward the
prospect of a company website. A survey of 20 Floral Finds customers was also conducted. The
results are presented in the following charts. Chart A represents the results of the designer
survey; Chart B represents the results of the customer survey.
Chart A
Designer/Employee Survey:
What are your feelings on expanding the business to include a website?
Interested with
some
hesitations, 65
12
Websites:
Potential Advantages for Floral Finds
Chart B
Customer Survey:
Would you be interested in a Floral Finds website?
Interested to
Interested to place some
view designs orders, 25
for inspiration,
60
13
Websites:
Potential Advantages for Floral Finds
Sources
“How Much Should a Website Cost?” Webpage FX. 2008. 16 December 2009.
< http://www.webpagefx.com/How-much-should-web-site-cost.html>.
Phin, Don. “Don Phin Book Summary.” Summary of Customers.com: How to Create aProfitable
Business Strategy for the Internet and Beyond, by Patricia B. Seybold. 2009.
16 December 2009 < http://www.donphin.com/Booksummary.asp>.
Salhman, William et al. The Entrepreneurial Venture. 2nd ed. Boston: Harvard Business School
Press, 1999.