It is the American Dream: ain your ain concern. and do tonss of money. Well. that’s the dream portion. so world sets in: concern licences. put-up money. revenue enhancements. etc. In the instance survey of the Cliptomania Web Store. in 1999. John and Candy Santo discovered a selling niche that they could tap into ; selling clip-on earrings. over the cyberspace. throughout the United States. Canada. Ireland. Australia. and New Zealand ( Brown. DeHayes. Hoffer. Martin. & A ; Perkins. 2012 ) . This type of selling is called Business to Commerce or ( B2C ) e-commerce. which is manner of buying. or selling goods and services over the cyberspace. As with any new concern venture. it started out of the place with a low-level of operating expense.
In 1999. John and Christy Santo started an online web shop. Cliptomania. com. out of their place. utilizing $ 10. 000 of their nest eggs as start-up capital. At the clip. selling merely clip-on earrings was a market that non many had tapped into. since most people who wear earrings have pierced ears. Cliptomania. com sells nil but clip-on earrings. and offered its clients 100s of different manners. With research done by John Santo. he decided to contract with the seller Yokel! Shop in 1999. The Yokel! Shop uses a evaluations system for clients to rate their service. and by 2003. due to their evaluation by clients. they became one of the top 5 selling jewellery shops on Yokel! . in gross gross revenues because of holding a quality merchandise and first-class client service.
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One of the challenges the Santo’s faced was the engineering facet of the concern. or the how to get down up the web shop. No 1 in the household was familiar with web design and they did non hold the money to pay a service supplier for the site design. By making their ain research They found that by engaging a seller to host their web site. the computing machine resources. every bit good as the package and templets. for a monetary value. would let a company to orient the web pages to accommodate their demands.
The 2nd challenge was direction of their web shop. In 2006. for whatever ground. clients started holding jobs with the Yokel! Store web site. Customers were holding problem puting orders. and the Santo’s were being charged for some minutess that weren’t valid. So. when they tried to repair the issue. and could non. they decided to alter web waiters. and went from a. com to a. net web site. They ran both sites. but it confused the hunt engines. The ground for the confusion. could hold been due to the issue of the difference between sphere names extensions. The difference of the sphere name extensions could be defined as: “ . COM is for commercial web sites. and. NET was hosting webs. ( Gil. n. d. ) The Santo’s tried to work out the bugs. but finally had to travel back to a. com sphere reference.
The 3rd strategic challenge was marketing on the web. Selling on the web is chiefly acquiring clients to see your web shop. The best manner to be found was by being picked up by one of the major hunt engines. Yokel! Search. Google. or Microsoft’s Bing. At the clip Cliptomania™ was utilizing the hunt engines on the cyberspace were still naming sites by significance or how close the words being used matched in the hunt box. If you are non listed on the first page of the hunt consequences. than you likely would non be found by clients. So. it was of import for them to larn about how search engines determine their rankings. so a company can be found the first clip about. ( Martin. 2010 )
Using the SWOT Analysis to analyse the hereafter of John and Candy Santo’s web shop. a strength is their offering of a quality merchandise and first-class client service. They will hold a trueness base of clients who appreciate covering with a company that treats them good. and can obtain new concern from viva-voce recommendations. A failing is the ever-changing engineering and the economic system. Equally long as the Santo’s remain current with new developments in web retailing. and adjust to a downswing in the economic system. they will remain afloat. An chance for the web shop is to of all time better on the relevancy rankings on the web hunt engines. Trying techniques. such as holding other companies advertise on their site. and possibly publicize on societal media web logs and sites. can assist hike exposure of the web shop. A menace can be competition from others selling on other sites such as EBay. that sell their personal points or shop points. and Etsy which sells homemade points ; maintaining an oculus on the competition and looking at the tendencies of how clients are buying can assist them remain in concern for the long-haul.
The Cliptomania web shop. all in all. is in good form to remain successful. When John and Candy Santo began their concern. it was out of their place. with a low startup cost. and barely any competition in the clip-on earring market. They have had their tests and trials with the roar and flop of the dot-com industry. how to larn about their market. and their rivals. and how retailing on the cyberspace is done. Although nil is certain in today’s economic system. the Santo’s will be able to endure the storm by still offering ace merchandises. and one of a sort client service. After all. clients maintain traveling back to whom they receive a good trade and good service.
