1. Type of E-Tail Business and Name*

Please think about the type of on-line retailer you want to create.  Are there hobbies you have that
might translate into viable businesses?  Does your family already own and run a small business?
Is there something you’ve always wanted to try?  Try to come up with at least three ideas now.
Do not worry that you’ll be locked in to one of the three at this time.  Before actual design begins,
you will have a chance to change your mind (who knows what creative inspirations you might have by then?!).
However, I have found that many students have an idea very early on and end up using it.  The earlier
you decide, the better, because as we cover additional e-commerce-related marketing concepts
(e.g., promotion, distribution, service), you will find yourself relating the material to your business idea.
Cool and educational!  So, please come up with a brief mission statement (i.e., what the business entails
and why), including your target market(s).  For example, you might have something like the following:

This e-tail business, Grill of My Dreams, will provide its customers, suburban and small town
homeowners, with a variety of gas and charcoal grills and accessories.
 
 

*Having a name early on is great, but you don’t have to name the business yet.
 

E-Tail Business Idea #1 _________________________________________________________
 
 

E-Tail Business Idea #2 _________________________________________________________
 
 

E-Tail Business Idea #3 _________________________________________________________
 
 

2. Your E-Business Differential Advantage

Next, consider the material we’ve covered thus far.  Soon we’ll cover sustainable attractiveness and
web site attractor types, then many others.  You have seen some web sites and thought about their
objectives, content, and target market(s).  Again, we’ll talk about how sites appeal to different
markets in different ways (attractor types).  Taking all this into consideration, explain the value your
business would bring to your target market(s).  In other words, briefly state your intended differential
advantage (e.g., Grill of My Dreams will offer more variety and depth than current grill retailers, plus
delivery, setup, and continuing advice.).
 

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