Особливості створення бізнесу у віртуальному просторі
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Date
2018
Authors
Пан, Лілія
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Abstract
У статті розроблено методологічні основи організації онлайн-бізнесу, адже цей тип бізнесу
відрізняється від традиційного. Метою статті було з’ясувати ключові особливості та переваги
онлайн-бізнесу, запропонувати модель покрокового плану створення бізнесу у віртуальному просторі, який можна було б запропонувати до використання у різних нішах.
Розроблений план-шаблон передбачає сім етапів: перший етап - визначення фундаменту бізнесу,
основної ніші; другий - побудова партнерських відносин між учасниками бізнесу; третій - з’ясування канви бізнес-моделі, створення концепції продукту; четвертий - визначення архітектоніки продукту, його унікальності; п’ятий - запуск рекламної кампанії та визначення схеми продажів;
шостий - підтримка рекламної кампанії через соцмережі, чат-боти; сьомий - формування стратегій зворотного купування і запуск нового продукту. Для кожного етапу визначено перелік дій, які має
реалізувати власник онлайн-бізнесу для досягнення ефективного запуску у віртуальному просторі.
Запропоновану методику запуску бізнесу у віртуальному просторі можна використовувати для
визначення правильної ніші, конкурентних переваг онлайн-продукту, розробки та оцінювання ефективності маркетингових впливів на споживача у процесі прийняття ним рішення про перше та
повторне купування, визначення стратегії просування онлайн-продукту та забезпечення лідерських
позицій у віртуальному просторі.
Отже, використання плану-шаблону із запуску бізнесу у віртуальному просторі дасть змогу компаніям ефективніше використовувати як превентивну ринкову орієнтацію, так і ринкову орієнтацію
зі зворотним зв’язком, відстежуючи споживчі переваги, створюючи нові продукти або послуги та
вдосконалюючи внутрішні процеси, спрямовані на підвищення розуміння споживчих потреб під час
розробки нових продуктів і послуг, тим самим досягаючи лідерства в обраній ніші ринку.
This article addresses the development of methodological bases of on-line business organization, as this type of business has distinguishing features from traditional business. The purpose of the researh is to find out the key features and advantages of on-line business, offer a model of a step-by-step plan of business creation in the virtual space, which could be proposed to the use in different niches. The article was written with the application of the methods of critical analysis of scientific literature and Internet sources, practical experience, supervision, abstracting, generalization, deduction and induction, ascent from abstract to concrete, system analysis, structural analysis and synthesis, and simulation. The offered plan template consists of seven stages: the first stage is the determination of business foundation. This stage consists of formation of the general picture of on-line business is foreseen, the choice of the niche on the basis of intellectual maps and concept of Ikigai, determination of the plan of the project development (terms and resources), juridical and organizational infrastructure of the selected niche. The second stage defines the building of partner relationships between the participants of business: search of an expert/producer, framework of co-operation and financial relationships, compatibility verification, conclusion of the agreement. The third stage determines the business-model that contains construction of business-model canvas by Osterwalder and Pigneur, description and creation of the conception of the product of S. E. R. (System, Exclusive, Registered), and development of the financial plan and the team development plan. The fourth stage consists in determination of architectonics of the product and includes research of the target audience and market, creation of the unique selling proposition, definition of liabilities to clients, gamification, group dynamics, formation of sales presentation, templates of page of subscription, and letters-suggestions. The fifth stage - the start of publicity campaign and determination of framework of sales - consists of the preliminarys announcements, presentations, paid traffic, free traffic, lead-magnet, partner sites, analytics, key blocks, work with objections, comments, and guarantees. The sixth stage - support of publicity campaign through social network sites - contains SMM-advancement in social network, context advertising, target advertising in social network sites, chat-bots. The seventh stage includes formation of repeated purchases strategies: Up-sell, Cross-sell, Reccurent, and start of a new product. For every stage, a certain list of actions is defined that the owner of on-line business must realize in order to achieve the effective start in the virtual space. The offered method of business start can be used for determination of the right niche, competitive benefits of the on-line product, development and estimation of the efficiency of marketing influence on the consumer in the process of decision-making about the first and repeated purchases, determination of the on-line advancement strategy of the product and leader positions taking in the virtual space. Thereafter, the use of the plan template of the start of business in the virtual space will allow the companies to use both a preventive market orientation and a market orientation with the reverse connection more effectively, observing consumer preferences, creating new products or services, and perfecting internal processes directed on the increasing of consumer needs understanding in development of new products and services, and as a result achieving the leadership in the selected niche of market.
This article addresses the development of methodological bases of on-line business organization, as this type of business has distinguishing features from traditional business. The purpose of the researh is to find out the key features and advantages of on-line business, offer a model of a step-by-step plan of business creation in the virtual space, which could be proposed to the use in different niches. The article was written with the application of the methods of critical analysis of scientific literature and Internet sources, practical experience, supervision, abstracting, generalization, deduction and induction, ascent from abstract to concrete, system analysis, structural analysis and synthesis, and simulation. The offered plan template consists of seven stages: the first stage is the determination of business foundation. This stage consists of formation of the general picture of on-line business is foreseen, the choice of the niche on the basis of intellectual maps and concept of Ikigai, determination of the plan of the project development (terms and resources), juridical and organizational infrastructure of the selected niche. The second stage defines the building of partner relationships between the participants of business: search of an expert/producer, framework of co-operation and financial relationships, compatibility verification, conclusion of the agreement. The third stage determines the business-model that contains construction of business-model canvas by Osterwalder and Pigneur, description and creation of the conception of the product of S. E. R. (System, Exclusive, Registered), and development of the financial plan and the team development plan. The fourth stage consists in determination of architectonics of the product and includes research of the target audience and market, creation of the unique selling proposition, definition of liabilities to clients, gamification, group dynamics, formation of sales presentation, templates of page of subscription, and letters-suggestions. The fifth stage - the start of publicity campaign and determination of framework of sales - consists of the preliminarys announcements, presentations, paid traffic, free traffic, lead-magnet, partner sites, analytics, key blocks, work with objections, comments, and guarantees. The sixth stage - support of publicity campaign through social network sites - contains SMM-advancement in social network, context advertising, target advertising in social network sites, chat-bots. The seventh stage includes formation of repeated purchases strategies: Up-sell, Cross-sell, Reccurent, and start of a new product. For every stage, a certain list of actions is defined that the owner of on-line business must realize in order to achieve the effective start in the virtual space. The offered method of business start can be used for determination of the right niche, competitive benefits of the on-line product, development and estimation of the efficiency of marketing influence on the consumer in the process of decision-making about the first and repeated purchases, determination of the on-line advancement strategy of the product and leader positions taking in the virtual space. Thereafter, the use of the plan template of the start of business in the virtual space will allow the companies to use both a preventive market orientation and a market orientation with the reverse connection more effectively, observing consumer preferences, creating new products or services, and perfecting internal processes directed on the increasing of consumer needs understanding in development of new products and services, and as a result achieving the leadership in the selected niche of market.
Description
Keywords
онлайн-бізнес, віртуальний простір, план-шаблон, бізнес-модель, концепція продукту, просування, стаття, on-line business, virtual space, plan template, business model, conception of product, advancement
Citation
Пан Л. В. Особливості створення бізнесу у віртуальному просторі / Пан Л. В. // Наукові записки НаУКМА. Економічні науки. - 2018. - Т. 3, вип. 1. - С. 95-100.