Better Business Bureau ®Start With Trust®

A Business Plan Prepared by:

Vanja Dekic

Christian Jugo

Camila Montenegro Bergamo

Karla Kim Young

Company Overview

Mission: BBB’s mission is to be the leader in advancing marketplace trust.

• Need for Company: Independent resource offering

customers/consumers unbiased information, dispute

resolution, company reviews in the Greater Los

Angeles, Silicon Valley and San Jose Area

• Promotes ethical business behavior

• Aggregates company reviews/complaints

• Educates public on scams

• Dispute resolution

• Improves business/consumer relations and promotes trust

• Evaluates charities and advertisements

What BBB does

• Businesses, customers/consumers, government within the Greater Los Angeles, San Jose and Silicon Valley areas

Target Audience

• 100 year brand recognition as a proponent of ethical business standards and practices Uniqueness

Facilities, People Power and

Organization

• A 501c6 nonprofit organization with 2 offices

located at San Jose CA and Los Angeles CA

• Has 37 employees

BoD

CEO

Department Heads

Staff

• “flatter organization”. Organization works because the low level positions are independent and specialized with low complexity tasks

Span of Control

• “line position” – everyone reports to a boss. Minimal to none vertical information flow problemUnity of

Command

• Must establish a Marketing department/staff

• Staff replacement during absence Stability

• the “line position” helps the efficiency of the organization because everyone knows to whom they need to report and from whom they get the directions from.

Efficiency

GOALS

Increase claims settlement to 90%110% Revenue growth by increasing new business membership to BBB located in the Los Angeles, Silicon Valley and San Jose regions.2

Marketing Strategies

Corporate Image

Positioning Pricing Product Distribution Promotion

Marketing Information

System Strategy

• Protect reputation ALWAYS.

• Create promotion of the BBB logo and seal of approval

• Enhance customer feedback

Corporate Image

Strategy

• Market leader - a source of ethical and trustworthy advice, assistance since 1912

Positioning Strategy

It is true that integrity alone won't make you a leader, but without integrity you will never be one.

Zig Ziglar

• Reasonable Profit Strategy – make the price of the membership affordable and non-discriminatory to small and big businesses. $425 (currently)

Pricing

• Core: Business Reviews, customer dispute resolution, Accreditation, Seals & Memberships/partnerships

• Peripheral: Customer education, Advertising review

• Revenue Strategy: Free to consumers, supported by memberships/partnerships, fundraising

Product

• Create ads that directs to a unique landing page or gathers data on “hits” generated. Provide a hotline for consumers to call that also gathers data where high frequency callers using area code recognition. Use Google analytics on BBB website as well as keyword search to determine competitor’s keywords.

• Conduct surveys or performance reviews for feedback

• Monitor as well as encourage consumers and businesses to include the #proudBBBmember in their social media campaigns

Marketing Information

System

Website Data BBB Should Be

Tracking

• Landing Pages that lead to the most conversions

Landing Page – The first page a website visitor lands on when visiting your website.

Conversion – A successful completion of a website goal (such as making a donation, membership sign-up)

• Traffic Sources that lead to the most conversions

• Pages with the highest Exit Rate

Exit rate - The percentage of website visitors that leave from a given page instead of clicking to view another one

Traffic Sources

Search Traffic

Direct Traffic

Referral Traffic

Campaign Traffic

• Add more value and services to the membership package

• Buying lists of new corporations and sending out mailers

• Social networking to make it more relevant to gen x, millennials, gen z.

• Personal selling - develop personal relationships

Promotion

Mobile App Improvements

Revenue Components

Dispute resolution - BBB Auto Line

rent virtual space on website

rent customer database

advertisement through website & mobile app

company seminars on better business practices & arbitration fees (CRM Solutions, Customer Service Trainings)

Donate button (website)/pledge a program

Membership Fees

Create a Business Ethics book

QUESTIONS?