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Running head: ONLINE BUSINESS VENTURE 1 Online Business Venture ITS 325 – Technology, Ethics, and Global Community Colorado State University – Global Campus Amy Laughlin November 1, 2019
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ONLINE BUSINESS VENTURE 2 Online Business Venture Sunshine Kids is a medium sized chain of children’s boutiques, with over 50 brick and mortar locations throughout North America. The long-time family owned business specializes in making eco-friendly children’s clothing, is now looking to establish and online presence, further the brand awareness and increase their current market share. Sunshine Kids has consistently exceeded anticipated sales goals, even though a struggling economy. The company has been successful by creating and producing quality products and building a loyal following, in a highly competitive industry. The brand’s loyal follower has raved about Sunshine Kids in reviews and on social media posts, sparking a global interest in the brand. This momentum and increased orders has inspired the company to look into expanding the business to the European market, in order to capitalize on this popularity. This plan will outline the proposed expansion and online venture. In this outline we will evaluate the risks associated with this expansion, taking into account the proposed business model, the European business practices and privacy requirements, before making a final decision to move forward. Hybrid Model The company’s continued success can be contributed in part to staying focused on its mission statement to provide quality eco-friendly children’s clothing at an affordable price. The founders have worked hard to build their brand on quality and customer service, this approach has helped build the strong following of loyal Sunshine Kids customers. Creating an online presence is well overdue and we feels now is the time to capitalize on the good reputation that they have worked so to build. This expansion will transforms Sunshine Kids clothing line into what the industry calls a “Brick-and-Click” store. The Brick-and-Click approach allows customers the opportunity to visit the physical store for a traditional shopping experience but
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ONLINE BUSINESS VENTURE 3 also give them the option to purchase online, as well. Many customers prefer to visit the actual store for face to face customer service and to ensure proper fit. It’s also convenient when a customer’s needs to return or exchange an item. Studies have shown that when customers have a positive shopping experience in a store, they tend to build a bond with the brand or store, which increases their loyalty and the likelihood they will purchase from the company’s website in the future. (Big Commerce, 2019). Physical stores also help with brand awareness, as well act as advertising opportunities to promote the website. The website provides access to a larger customer base, far more than with the traditional boutique approach.
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