Ecommerce Business Plan Template
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Business Plan Template - Volusion
1. Company Description
Business Ownership:
Name: Role:
Business Owner 1 Daily Operations
Business Owner 2 Marketing
Business Owner 3 IT & Content
Founders & History:
Name: Role:
Founder 1: Original Founder
Founder 2: Co-Founder
Qualifications:
Type: Qualification:
Experience 50 years combined experience
Innovation We designed and patented a brand-new product
Personal: 3 years as a whitewater rafting guide
Certifications: Nationally-certified cat trainer
2. Products
Product Lines:
Name: Description:
Graphic Print Tees Our graphic-print tee lines, including branded prints.
Jeans Mens and womens jeans
Shoes Light-up cyberpunk shoes
Product Sourcing & Costs
Product Name: Item Number:
Graphic Print Tees ###
Jeans ###
Shoes ###
3. Operations
Physical Locations:
Location: Address
Headquarters 123 headquarters street
Storage Unit 124 Storage Street
Staff
Staff Member: Name:
Staff Member 1 Abe Abelson
Staff Member 2 Bob Bobward
Staff Member 3 Chris Cleburn
Product Suppliers:
Supplier: Products Supplied:
Supplier 1 Left Shoes
Supplier 2 Right Shoes
Supplier 3 Shoe boxes
Shipping Providers:
Shipping Provider Website
FedEx www.fedex.com
Operations Summary:
Operation: Summary:
When an order is placed, what happens? This should be a broad
Fulfillment Summary: overview of yourretrieved
How are orders entire fulfillment process.
from storage, packaged, and shipped to
Shipping Operations Summary: customers?
Payment Operations Summary: How are payments collected and processed?
4. Market Analysis
Audience Segmentation
Demographics Primary Audience:
Gender Female
Race/Ethnicity N/A
Age 20-30
Income 30k+
Education College
Children None
Location Urban Areas, Primarily on the West Coast
Psychographics Primary Audience:
Lifestyle Urban, Active
Hobbies Yoga, running
Values Eco-friendly
Likes: Sustainable products
Dislikes: Artificial chemicals, dyes
Group Affiliations College students, urban runners
Industry Analysis
Questions to Consider:
costs decrease with volume, how steep is this relationship? What costs
Economies of Scale scale with volume, andinfluential
are some of the most which don't?
brands, and why are they influential?
Product Differentiation How
thesemuch
cost?value is created
Is there byamount
a certain brands you
andmust
trademarks?
be able to spend in
Capital Requirements order to be viable?
What channels do you have access to (e.g. Google Shopping feeds,
Channels: your
Whatown
laws, website,
policies,Facebook ads, etc.)
taxes, tarriffs, etc. will affect my operations? Are
Laws and Policies: these likely to change soon?
provider or supplier? If my supplier stops making a particular part, can I
Flexibility: continue to operate?
competitors, or fractured into multiple niches? How much market share
Market Share can I expect to obtain?
Will I rely on many one-time purchases, or a loyal customer base? How
Purchase Models: do my customers
average customermake purchases?
lifetime value? Will I spend more effort on acquisition
Cost of Acquisition: or retention?
How competitive is the market? How do existing businesses respond to
Competitiveness: new
Is thecompetitors?
industry growing, shrinking, or stagnating? At what rate? How are
Industry Growth: companies responding?
spoilage or breakage? What legal requirements must you meet when
Storage Costs: storing your products?
Competitor Analysis
Competitor: Revenue:
Competitor 1 1,000,000
Competitor 2 750,000
Competitor 3 500,000
5. Marketing Strategy
Content Strategy fishing spots, expert advice, and gear recommendations - all based on
Content Messaging: field research done by our fishing pros.
Content Formats: Blog articles, photography, occasional self-produced video
Publication Frequency: One article per week, two articles per week in peak season of may-june
KPI: Social & newsletter engagement
SEO Strategy
Keyword MSV
Fly fishing hats 200
best fly fishing vest 250
fly fishing for redfish 350
Backlink Sources: URL:
In-niche blog www.innicheblog.com
Review
Forums sites
and user-generated www.reviewsite.com
mentions www.forum.com
Paid Search Strategy:
Campaigns: Budget:
Paid Search $300 per month
Social Media $250 per month
Display $100 per month
Organic Social Strategy:
Platform: Goal:
Facebook Increase follower count to 1,000
Instagram Work with influencers to increase brand awareness
PR Strategy
Goal:
Increase social media sentiment Budget:
score
Raise by 20%
awareness of new product $350 per month
line $500 per month
Local SEO Strategy
Goal:
Get reviewed by local restaraunts Budget:
magazine $0
Sponsor local event
Positive reviews in reviews sites $500
and directories $5,000
Promotions
Acquisition Provide 20%tooff
Send email products 3with
customers emailafter
months signup
purchase suggesting that they
Retention re-stock, offer discount valid for 2 weeks
6. Financial Plan
Fixed Expenses Cost per Month
Office or warehouse rent $500
Total product acquisition costs $1,000
Salary and Wages $5,000
Web hosting & platform fees $400
Subscription Costs $270
Travel Expenses $800
Variable Expenses
Shipping fees $200
Payment Processing Fees Varies
Creative Design Work (Logos, we $400
Content Creation $250
Contractor Costs $500
Computers and Hardware $2,000
7. Goals and Milestones
Goal: Target date:
First Sale
First (X) likes on a social platform
First positive review
First
First write-up
sale per in a blog-or
channel press
organic,
social, direct, paid
First employee
Profitable!
8. Executive Summary
Mission Statement:
Objectives:
Start Date:
Founders:
Key Players:
Product Overview:
Differentiators:
OPTIONAL: Funding Request Planning
new Tritech product line, and 2)To support recruitment and talent
Purpose: acquisition to support
We're requesting the Tritech
$200,000 project new broad-band spectrometers
to purchase
Statement
Evaluation of
andNeed:
Fund in order to allow
installation us to develop
is complete. our new product
Dr. Verructkopf line. tours of the facility,
will provide
Management: and promises
Finalize not to turn
development anyTritech
of the investors into unstoppable
product lizard-men.
line and stabilize the
Objectives: formula so people stop growing extra limbs by end of Q4 2020.
Metrics for Success: Purchase of broad-band spectrometer, reduction in customer mutations
Responsibilities:
Maintain daily operations of ecommerce store, including
listing/uploading products,
Maintain advertising and ensuring
operations, proper
social media delivery.
profiles,
ROAS
Designreporting
and maintain the website. Copywriting and SEO
optimization.
Story:
grew his business into one of the Windy City's most
iconic
shakerfamily-owned music
to tambourines, stores.which many called
a design
crazy at the time.
Why it matters:
experience helps us focus on what really matters
instead
This product solvesthe
of chasing latest
[this "hip" idea.
customer need] better than the
previous
her cameraversions,
bags tobecause
stand up[ittoworks better].
the most difficult
whitewater rafting conditions.
trainers will have your feline friends performing
complicated tricks in under a week.
Differentiators:
Modern, geometric
American-made print designs
selvedge denim and plant-dyed
will only improvefabrics
with
wear.
Unique, programmable-LED cyberpunk-inspired shoe
designs can't be found anywhere else
Supplier: Stock Location:
Graphic Prints
Jeans are in Dallas,from
whitelabeled TX. Denim Supply Co. in Salt Storage Unit A
Lake City.
Custom-made by Star Manufacturing Co. in Goshan, Storage Unit A
China Headquarters
Purpose:
Business headquarters. Packing and distribution center.
Storage of raw materials and packaging inserts.
Role: Hours per Week
Front desk clerk 40
Warehouse 40
Packaging & Shipping 40
Source/Contact Info:
Website
Phone Number - Carrie
Catalogue
Notes:
Using flat-rate boxes to ship shoes at a cost of $2.15 per
unit
Notes:
List any pain
reviewing newpoints, problems,
packaging concerns:
options and shipping
providers.
profitability on low-value orders. Need to find better
payment processing option for low-value orders.
Secondary Audience:
Secondary Audience:
How to Answer
Get industry These
reports. PlotQuestions:
volume vs. unit costs. Model
profit
why they're different, and considerorder
margins of several different how sizes.
this affects your
own entry
List the strategy.
most important capital requirements in the
"Costs" section
List the channels ofyou
this plan
report.
to be active in within the
"Marketing" section of this report.
Research lawssuppliers,
relationships, within your
etc.industry
Identify the most "fragile"
aspects of your business.
competitors. Research the number of available
alternatives, and the relative market share of each.
Industry
trying as and
hardcompetitor
as they cananalysis,
to retainchannel analysis
customers, it's a sign
that the cost of acquiring a new customer is high.
Compare the size of major competitors in the market.
Calculate size differentials between companies.
Industry reports
Investigate storage costs within your industry
Market Share: Strengths:
engine ads, targeting most relevant keywords
30% and
and competitors' branded
flashy marketing maketerms.
them look like a
20% promising up-and-comer.with UX and UI
room for improvement
10% upgrades.
Difficulty Notes
0 High purchase
Create intent review of 6 most popular
a comparison
0 vests
0 Educational article w/photos
Contact: Notes:
Contact in-niche blog publishers with relevant
Kelly Bloggerson content
Contact pitches
review sites & offer to provide
Rex Reviews information or clarification
naturally. Establish helpful on reviewed
presence in products
existing
N/A forums without selling anything.
Duration: Total:
3 months $900
6 months $1,500
2 months $200
Budget: Notes:
$250 per month Product
engagedgiveaways
followers, have done well
encourage in the
product past
review
$1000 per month videos
KPI: Notes:
Main complaints center around product casing
Social Media Sentiment Score and slowa customer
Include service
20% discount for previous customers
Newsletter engagement with new product line in product release announcement
KPI: Notes:
Positive review with backlink Currently on waiting list
Increase in branded search after event employee training and customer service
Net Yelp score of 4 stars or higher practices
Duration (In Months) Total Cost
12 $6,000
12 $12,000
12 $60,000
12 $4,800
12 $3,240
8 $6,400
TOTAL
12 $2,400
N/A 2.5% of transaction value
1 $400
6 $1,500
12 $6,000
1 $2,000
Expected Order Quantity: Cost per Item:
100 $ 9.80
36 $ 28.00
300 $ 22.50
Wage: Weekly Wages
$12.25 $490.00
$8.50 $340.00
$7.25 $290.00
Weaknesses:
result, they've overextended and made their Overall Reputation:
product
spend allmuch toomoney
of their complicated.
trying to steal
customers
Bad UI andfrom the largestinterface
old-fashioned competitor.
makes it a
difficult product to sell.
Notes:
Target long-tail keywords related to product
durability
emphasize product durability with torture test
video
Test display ads on relevant publications
$92,440
Expected profit Profits Per Product Life
Total Cost: Sales Price: per item: Order: Cycle:
$ 980.00 $ 16.50 $ 6.70 $ 670.00 One Year
$ 1,008.00 $ 56.00 $ 28.00 $ 1,008.00 Unlimited
$ 6,750.00 $ 58.00 $ 35.50 $ 10,650.00 3 Years
Monthly Wages
$1,960.00
$1,360.00
$1,160.00
