As the retail landscape continues to change with shoppers abandoning brick-and-mortar stores for the online shopping experience, it is imperative that brands continue to evolve and go where their customers are. This means diving into the world of e-commerce. Before you begin, it’s important to address four questions:
- What problems are addressed by your product? What solutions does your product provide?
- Who is your competition and why are you better than them?
- How do you make money? Why will people pay for your product?
- Who is your customer? Why will they buy your product?
In this white paper, we’ll take a look at HeadCloud (name changed for privacy reasons) — a cloud-based photo storage platform trying to compete with the likes of Dropbox, iCloud, and Adobe — as a case study demonstrating the importance of all of the above at the end of this workbook. Through their partnership with Hawke Media, HeadCloud was able to pivot their business and begin connecting with their actual customer (not who they perceived to be their customer). They adjusted their site, messaging, public relations, and advertising efforts accordingly and were recently acquired for an eight-figure sum.
Right now, e-commerce is the hottest topic in retail, for obvious reasons. Department stores are closing doors. The mall brands of years past are struggling to nd enough footsteps to justify rising overhead costs. More people are comfortable shopping on their smartphones, etc. All of these reasons and much more have sent hundreds of thousands of ambitious entrepreneurs into the wild west of online retailing over the past ve years. Some have risen to dizzying heights of success — but many have not. We at Hawke Media like to see our clients fit into the former category.
Ready to learn more? Download the white paper now!