Fundaments of Business Administration and Management
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Transcript of Fundaments of Business Administration and Management
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?