Don’t spend a dime to put your business online, or to remodel your existing web site, UNLESS it’s a strategic move that is critical to the success of your business plan!

Our 6-Point Busness Scan is designed to help you think through some basic issues regarding your business that will help you reach your own conclusions about what place the Internet should play in your business plan.

Directions: This tool is pretty straight-forward, but not simplistic. [This tool is based one work we have done for years to help companies large and small in over 60 different industries to develop laser-focused, strategic business plans.] Work your way through this discovery process section by section; one part leads logically to the next.

This is not a pass-fail test! If you can't answer every part, that's OK. Just be as complete and thorough as you can; this is for YOUR BENEFIT. When you finish you will have a fairly comprehensive view of your product and services mix, their position in the marketplace AND the proper role for the Internet in your core business plan. If the web is strategic to your business, then it's best to do it as well as you can! If its not critical to your business, then you've probably got better things to do with your time and money.

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1 Your business definition.

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2 Your primary competition.

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3 Your products and services.

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4 Your primary customers.

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5 Your relative position in the marketplace.

OK, this one will take a little bit of thought, but don't let it throw you! When you have completed this exercise you will have an amazing overview of your business and of your relative position in your market. PLUS, you will have identified which of your products or services really are the highest priority for you so you can see where you might best focus your energies. For example, if you have a product or service that represents relatively small sales volume or profit margin, that is in a declining market, you might want to focus more of your attention on one that has a much higher profit margin and is in a growing market!

Product/Service	Total Sales Volume	% of Gross Sales	Profit Margin	Captial Needs	Quality Position	Price Position	Market Attrac- tiveness	Power in the Market	Total Score	Rank [Final Step]
	Estimated total sales for product or service. Estimate total annual $ amount.	Estimated % of total sales for this product or service. Estimate %.	Price for produt or service minus costs = profit margin. Estimate %.	Capital expense required for this product or service. 0= High cost, 10= Low cost.	Quality compared to main competitors. 0= Low quality, 10= High quality.	Pricing you can command compared to main competitors. 0= Lowest, 10= Highest.	The condition of the market in which you compete. 0= Declining, 10= Growing.	Your presence and power to influence your market. 0= No power, 10= Great power.	The total score for this product or service	When you are finished, rank each product or service in order of importance to you given its total score and its total sales, % of gross sales, and profit margin.
Prod/Service #1

Prod/Service #2

Prod/Service #3

Prod/Service #4

Prod/Service #5

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6 The place for the Internet in your business plan.

Now, we come to the final step in this discovery process. Below, you will make a few judgement calls about the place and priority of the Internet in your business plan. In light of what you can see here in the above assessment about your highest priority products or services, what you know about your market—particularly about what your competitors are doing, and how your customers are being reached and served by your competitors now, what role should the Internet play in your business plan going forward? You will examine three primary business process that are typically integrated into a company's web site. Do they make sense for your business? If so, to what degree? If not, its good to know that and not worry about it any more!

Internet Marketing (Presentation of your company's products or services,Search engine rankings, adWords, Pay per Click, banner ads, etc.)	Primary Channel	Secondary Channel	Equal with other more traditional channels	Specifics:

Internet Sales (online store, eBay, integration with distribution, etc.)	Primary Channel	Secondary Channel	Equal with other more traditional channels	Specifics:

Customer Support (help desk, FAQs, trouble ticket system, downloads, etc.)	Primary Channel	Secondary Channel	Equal with other more traditional channels	Specifics:

Your Email Address Where you want the report to be sent.

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1

Your business definition.

2

Your primary competition.

3

Your products and services.

4

Your primary customers.

5

Your relative position in the marketplace.

6

The place for the Internet in your business plan.

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