DIGITAL MARKETING

the internet and other forms of digital

communication. Lead Generation

generate leads (brand awareness and Lead Nurture

The role lead gens)
To manage marketing campaigns and Sales Conversion
promote brand and service/products
To measure rates and optimise for Benefits:
development
brand awareness, and acquire new
customers.
therefore is vital that any business has
The importance online presence
interior designers, writers, party planners,
Who needs Digital Marketer graphic designers, and coaches.
guidelines set by the Small Business
Administration. Those limits vary by industry.
Enterprises: Large corporations with hundreds
or even thousands of employees.
operations, founded by one or more
entrepreneurs developing a product or service.
Companies that sell goods or services through
the internet.

Digital Marketing Business It's recurring in nature; which means

Model continuous business.
comparatively more affordable than one
time will
This or annual payment
strengthen models.
you agency's
positioning.
Scope for Cross
of the time selling and
it is presented upselling.
and perceived
as a package of offerings.
TYPES OF DIGITAL
MARKETING
WEB DESIGN AND BRIEF DESCRIPTIONS
DEVELOPMENT The process of creating a website
CONTENT To generate interest in the brand/services
SEO (ORGANIC) To rank websites in search engine
SEM
PPC (PAID SEARCH) To generate traffic through paid methods
SOCIAL MEDIA To reachqualfied
To keep and engage brands audience
prospect
EMAIL engage/interested
AFFLIATE To reach 3rd party audience
entrepreneurs developing a
product or service.
sell goods or services
through
need forthe internet.
sucessful
campaigns
1. SEO, PPC & analytics

improve their SEO

rankings.

approximately 90 percent of
companies.

highly sought after skill in a

Digital Marketing Manager.

innovative PPC campaign

and help bring in visitors.

essential skill. There are

lots of SEO.

you to optimize your

strategies more effectively.

that increased functionality

is want to see.

2. Social media:

popular for advertising both

goods and solutions.

forward a picture of the

company.

3. CMS:

consistently updates its list

of plugins.

a skill that can set you apart

from the contest.
4.Content creation and
writing skills;

different strategies, is
something that's desirable.

people and expand its

reach.

5. CRM / Retention
marketing:

depending on the
information that you have.

success for your marketing

18, CRM is crucial.

6. UX / Customer
experience:

simpler to use and

navigate.

organization's client
personas.

definitely make you

standout from the masses.

from us!"
https://www.quora.com/What-digital-marketing-agency-business-model-is-the-most-profitable
https://hennessey.com/digital-marketing-services/who-needs-digital-marketing-services/
Lead Generation is the process of attracting
prospects to your business and increasing their
The process of turning the lead into a sales
opportunity

The process when lead becomes sales

Reach is maximum
Versatile
Instant communication
Instant real time results
Cost-efficient
Easy to reahc target audience
Easy to measure and optimize campaigns
 DIGITAL MARKETING AND E-
COMMERCE
DIGITAL
of turningMARKETING
them into ECOMMERCE
customers E-commerce is a broad term that
refers to the buying and selling of
DIGITAL MARKETING
digital channels with the aim of
turning them into customers
COMPONTENTS

Any communication method or

platform a business can use to
Digital channel reach their target audience online
TYPES OF DIGITAL
MARKETING
WEB DESIGN AND BRIEF DESCRIPTIONS
DEVELOPMENT The process of creating a website
CONTENT To generate interest in the
SEO (ORGANIC) brand/services
To
To rank websites
generate trafficinthrough
search paid
engine
SEM
PPC (PAID SEARCH) methods
To reach and engage brands
SOCIAL MEDIA audience
To keep qualfied prospect
EMAIL engage/interested
AFFLIATE To reach 3rd party audience

ADVANTAGES CHALLENGES
create digital content, much more
Reduces wasteful spending content
more heavily ontoanalytics
needs be created overall.
tools to
Adapts totarget
Reaches new technologies
audiences help them do that.
with more precision

MARKETING
impact how people view themselves
Inclusive marketing and
brand how they viewbut
or product, other people
to experience
Experential marketing itinfluencer to market one of its
Influencer marketing products or services.

DIGITAL MARKETING STRATEGY

Business Objective
Customer persona
Target Market
Total Spending Budget
Tools
KPIs
Metrics to observe
Desired outcome

ELEMENTS OF A DM STRATEGY
online channels to support and
Digital Marketing Strategy advance business objectives. among them in consideration with
(i) Media Mix and Content Mix marketing funnel.
(ii) Plan
Research audience
Set goals business and marketing
Review existing media for gaps
Select marketing channels
Plan content
Measure and analyse results

REACH CUSTOMER ONLINE

MEDIA Paid media is advertising you pay

(i) Paid for
Banner ads, video ads, Social
media ads, Shopping ads, Pop up

Owned media is content a brand

(ii) Owned creates and controls
social media content, whitepapers,
case studies

CHOOSING THE RIGHT PLATFORM

DIGITAL
Goal 1: Build connections WEB DESIGN CHANNEL
AND
with your audience
Goal 2: Target new DEVELOPMENT
to your CONTENT
customers
Goal 3: Drive traffic
website SEO (ORGANIC)
PPC (PAID SEARCH)
SOCIAL MEDIA
EMAIL
AFFLIATE

THE VALUE OF BRANDS FOR DM

COMPONTENTS
Brand
Products and Services
Brand equity
 keeping a brand's reputation safe
Brand safety when they advertise online.

BRAND SAFETY STRATEGY

placed where you don’t
want
deemthem.
content unsafe for
your brand.
when you submit your
content.
relevant to all your
customers.

CUSTOMER JOURNEY
problems customers and potential
1. Adressing
2. Pain pointsthe pain customers want to solve
questions answered to making a
through customer journey purchase is your customer journey.

Each interaction with the brand

during this purchase journey is
3. Touchpoint called a touchpoint.

A customer journey map is a

visualization of the touch points a
typical customer encounters along
4. Customer journey map their purchase journey.

MARKETING FUNNEL MARKETING FUNNEL

DIGITAL MARKETING

This is when a potential customer

encounters a brand for the first time,
maybe from an ad or a
Awareness recommendation
This is when some potential
customers from the awareness
stage start to think about doing
Consideration business with a company.

The customer who didn’t convert is

re-engaged to consider your brand,
Remarketing product, or service again.
 Conversion is when someone
decides to make a purchase and
Conversion become a customer.

Once a customer completes a

purchase, you want to give them
Loyalty reasons to return

STRATEGIES AND DRIVING TRAFFIC

CONSIDERATION TO YOUR STORE
STRATEGIES (MARKETING
CONVERSION FUNNEL)
STRATEGIES
TACTICS AND TACTICS AND TACTICS
SEO USP Optomize checkout process
SEM Testomonials Add beter design
Display Ads Case studies Strengthen the copy
Social Media Marketing Remarketing ads Add live chat
Social Media Advertising Webinars Pursue abandoned carts
Video Marketing E-mail Marketing Increase website speed
Influencer Marketing Social Media Marketing Offer trial or money back guarante
Content Marketing Experiment with A/B Test

ATTRACT AND ENGAGE POTENTIAL CUSTOMER (TOFU)

channels that have the best chance AWARENESS TACTICS

optimizing website content
1. Research of reaching them. around
websites, social media,terms
specific search email, or
video platforms
with other brands or influencers
can also help raise awareness.

During this stage, the goal is to

increase the chances that a
potential customer will eventually
2. Differentiation make a purchase. CONSIDERATION TACTICS
 Serving them ads based on the
products
samples, and pages
tools, they visited.
or trial
membership

MEASURE PERFORMANCE
COMPONTENTS behaviors DESCRIPTIONS
to plan and refine METRICS
and refine their strategies over
Performance Marketing marketing and sales strategies time.

WORKING WITH DATA

Monitoring and evaluating data to

Data analytics gain actionable
database, makinginsights
it easy to access
and work
Pulling track with
performance across marketing
Reporting and sales efforts.
conclusions, make predictions, and
Analyzing drive informed decision-making.
ETHICS
Follow regulations
Protect
Use customer
data fairly anddata
without
bias

USE DATA INSIGHT TO IMPROVE STRATEGY

generating the leads, conversion or
Attribution sign ups
to understand what's motivating
(i) Data driven them to take action
credit to the first touchpoint that
(ii) First click eventually
credit to theleads to a conversion.
last known touchpoint
(iii) Last click before conversion
credit to each touchpoint along the
(v) Linear customer journey.
audience using a clear and
Data Storytelling compelling
comparisons narrative.
to explain the meaning
(i) Narative of the data in detail.graphs,
the form of charts,
(ii) Visualizations infographics, or other illustrations.

(iii) Data A collection of facts or information

Story Structure
 without context, you have no answer it: CPC, conversion rate,
(i) Context starting pointoffor
explanation howyour
thestory.
situation has and average order
complication: value. have a
rain jackets
(ii) Complication changed based on your data. or
action taken to solve a problem lower average
raise the order
overall value.
ROAS. Then he
(iii) Resolution leverage an opportunity takes audience questions.
 MARKETING FUNNEL MARKETING FUNNEL
Social Media Content Marketing

Attract potential customers

unaware of your brand,
Awareness product,
Stand outoramong
service.
your Awareness
competitors so potential
customers have a good
impression of your brand,
Consideration product, or service. Evaluation

Convince potential customers

Action to act and make a purchase. Conversion
 Keep customers engaged after
they make a purchase so your
brand, product, or service
remains top-of-mind and in the
Engagement spotlight.

Build trust with customers so

they recommend your brand,
Advocacy product, or service to others.

FUNNEL) LOYALTIES STRATEGIES

AND TACTICS
Reward programs
E-mail marketing `
Social shares
Remarketing customers
Encourage reviews
Special occasion offers
Freebies confirmation
Amusing
messages

AL CUSTOMER (TOFU) DRIVE SALES AN

including Google Ads and 3. Deliver Value

Facebook Ads.
types of products, such as Impressions
“kimono sweater.”
potential customers from Reach
lifestyle-based targeting. Frequency

4. Customer experience
uses social media marketing
and
who email marketing.
previously visited their Search
Numberand Sign upsvisitors
of first-time
website.
introduces potential customers and
and Nmber of visitors
how long pages per visitor
spend on
to the brand. a page
elements and a three-part story
structure, Juan crafted a
compelling presentation that
was clear, relevant to his
audience, and action-oriented.
ARKETING FUNNEL MARKETING FUNNEL
Content Marketing E-Commerce

Build web pages, blogs,

social media posts, Build awareness of
infographics, and your e-commerce
podcasts. Awareness business.

Focus on surveys,
email, webinars, and
educational events. Consideration Build the brand
Provide customer
success stories,
webinars, specifications, Stand out in the
and demos. Differentiation business category.
 Reach shoppers
most likely to
Purchase purchase

Increase the
potential for
shoppers to make
Brand readiness return purchases

DRIVE SALES AND BUILD BRAND LOYALTY MERSEA

automatically sends
follow up emails
reminding the
The goal of the customer about the
conversion stage is product in their cart.
simple: It's to turn This follow-up leads
potential customers into to an increase in the
buyers. CONVERSION TACTI After
conversion rate.
making a Number of
purchase,
Accurate product descriptions the conversion
and Cost per
customer receives
Smooth checkout process conversion
and Avg.
emails about
Clear returns policy additional and newly order size
released products
they may be
interested in. These
Building loyalty is about emails are typically
creating a great sent twice a week:
customer experience one during the week
during and after and another during
purchase LOYALY TACTICS the weekend.
 time between
Follow-up emails purchases
activation
Reward programs after sign up
with rewards
Social media engagement program
 SALES TACTIC SALES CHANNEL POP WEBSITES
UPS DISCOUNT
CODES EXC.SURVEY
FEEDBACK EMAILS
AFTER PURCHASE
POP UP SURVEY
QUESTIONS

SALES STRATEGY
closer to close. It is a unifying guide
that informs a sales team’s actions.
TYPES OF STRATEGIESthrough marketing
Inbound sales strategy channels.
done through trade
Outbound sales strategy shows or social media.
DEVELOP SALES STRATEGY
 outbound sales tactics
1. Lead generation such
serviceassolves,
cold outreach.
and how
2. Messaging it solves them.
3. Process
Qualification
Demonstrating value
Closing
4. Goal setting generating revenue
sales reps’ commissions

4 Ps OF SALES
Product
Price
Place
Promotion

CHANNEL
Sales Channel
Ecommerce
Traditional marketplaces
Modern marketplaces
Retail
Wholesale
Resellers
White label
Mobile apps
Direct to consumer
B2B sales
Partnerships

SALES
customers to buy your PROMOTION
product or
engage with your brand.
Types Giveaways
Bundling
Free trials and products
BOGO
Free shipping
Charitable donations
Flash sales
Subscriptions
Upsells
Coupons
 First-time purchasers

Strategies customers, for example,

Push strategy at a point of
discounts to purchase.
make your
Pull strategy brand more visible.
at each stage of the
Hybrid strategy marketing funnel.

Ideas Free samples

Referral bonuses
Social media giveaways
Cashback promotions
Loyalty reward points
Seasonal promotions

MULTIPLE
1. Prioritize SALES
your channels CHANNEL
based on STRATEGY
profitability
2. Create a different strategy for
each sales channel
3. Ensure
4. Managequality
inventory and fulfillment
customer service
across sales channels
5. Keep an eye on your sales and
analytics

https://www.shopify.com/uk/blog/sales-funnel
Tools:
Shopify Blueprint: https://www.shopify.com/uk/blog/ecommerce-business-blueprint
Product Analysis: https://www.helium10.com/?utm_medium=cpc&utm_source=google&utm_campaign=16503142051
Product Analysis: https://www.junglescout.com/
Amazon, Ebay, Shein, Etsy
Alibaba, Lazada, Shopee, Ali Express
Keyword tool: https://ahrefs.com/
Product type: https://www.shopify.com/uk/blog/13640265-the-16-step-guide-to-evaluating-the-viability-of-any-prod
Places to find product: https://www.shopify.com/uk/blog/product-ideas
Product validation: https://www.shopify.com/uk/blog/validate-product-ideas

Sales Strategy: https://www.shopify.com/uk/blog/sales-strategy

Sales Promotion: https://www.shopify.com/retail/sales-promotion
Sales Channel: https://www.shopify.com/blog/sales-channel
 EMAIL SOCIAL MEDIA PRODUCT PRICING
ORIGINAL PRICE AND
VALUE BASED SCHEDULE POSTING
USER GENERATED QUALITY DICSOUNTED PRICE
FEEDBACK CONTENT PERSONALISATION
MEMES PLANET FRIENDLY
HOW TO POST
SUCCESS STORY POST
=google&utm_campaign=16503142051&utm_term=helium%2010&_gl=1*z7qlap*_up*MQ..*_ga*MTg1NjkxNjUyOC4xNjg5MjY2MDM

-to-evaluating-the-viability-of-any-product-idea
 TURNRETURNS
RETURNS INTO
EXCHANGES
OFFER
SELLSTORE CREDIT
PRODUCT
WARRANTIES
SELL ON EXCHANGE
REQUEST
NjUyOC4xNjg5MjY2MDMy*_ga_XEHBKN0W7N*MTY4OTI2NjAzMS4xLjAuMTY4OTI2NjAzMS4wLjAuMA..&gclid=CjwKCAjwwb6lBhB
gclid=CjwKCAjwwb6lBhBJEiwAbuVUSvnO9UksrkRupnjTApk4zIq38iNuXRgFk2pnTTXg9rTnx9lZJbT8CBoCVi4QAvD_BwE
Vi4QAvD_BwE
Comment
 the buying andE-COMMERCE
selling of goods and services
online
DISTINCT MODELS OF E-COMMERCE
Business-to-consumer online processDESCRIPTIONS
of businesses selling
(B2C) products or services directly to
Consumer-to-consumer services to other individuals. In consumers.
other words,
(C2C) e-commerce consumers buy items from each
Business-to-business enables businesses to sell products other.
and
(B2B) e-commerce services to other businesses.
Consumer-to-business consumers sell their products or services to
(C2B) e-commerce businesses.

DISTINCT MODELS OF E-COMMERCE

Product Re-selling
Product Creation
Print on Demand
Business Extension
Private Labeling
Retail Arbitrage

DISTINCT MODELS OF E-COMMERCE

General
Niche
One Product

DISTINCT MODELS OF E-COMMERCE (SUPPLIERS) PROS

product from your store) as well as B2B Low cost to start
commerce (the amount you pay for the
Dropshipping dropshipper to provide the product and Low risk and shipping
packing
fulfillment services on your behalf). product)

process prototyping, sampling, refining, and Lowest cost per unit (better
Manufacturing production.
including what goes in the product, how it’s margin)
(i) Private label packaged, and what
generic products thatthe
youlabels looktolike.
can sell wider More control
(ii) White label customer segments. Agility

Purchasing products wholesale is a good

option if you want to get up and running
quickly or if you want to sell a variety of
Wholesale Selling established products
products and brands. The purchase of the
goods is a B2B transaction, while you can
then sell them to consumers in a B2C
business model. Brand familiarity
 Good margin

a third-party printing service creates, packs,

Print on demand and ships the order. Create products quickly

Automated shipping

Lower cost upfront.

transferrable digital files, such as MP3s,
Digital products PDFs, videos, plug-ins, and templates. Lower overhead costs.
Scalability
Extensive product offerings
essentially a fancy name for B2C Own the customer
Direct to consumer businesses. relationship
Collect customer data
Higher profits
Get feedback faster
value in your offer, they’ll continue to pay
Subscription your fee. Predictable revenue
More cash on hand
Loyal customers
Easier cross-selling and
upselling opportunities
driveway), or C2B (that same kid shoveling
Fee-for-service for an office building). Get paid for your time
Low startup costs
service (SaaS) businesses use this
Freemium approach. Easiercross-selling
More customer acquisition
and
upselling opportunities
other consumers. However, C2B may also
Affiliate apply. Potential for passive income

Opportunity for
collaborations.

Razor blade (and while the initial product may have been sold
reverse) at a lower markup. Drives repeat purchases

Collect customer data

start their own business under the same Built-in brand awareness
Franchise brand umbrella. and support.
 Spread the word about your
business

UNDERSTANDING E-COMMERCE
DESCRIPTIONS
TYPES
1. Physical goods
2. Digital goods
3. Services
4. Software

Online-only
Click-and-mortar

Challenges
Higher rate of returns
Costofofin-person
Lack shipping
customer service

BASICS OF E-COMMERCE
Basics
E-commerce store:
E-commerce platform
Responsive website
Domain
Landing page
Call-to-action
Conversion
Digital shopping
Payment cart
service
provider

Tools
E-commerce platforms Magento Open Source

Customer relationship
management (CRM) HubSpot

Team collaboration Slack

Digital advertising and
PPC AdRoll
 Digital marketing Sprout Social

Analytics Tableau

E-COMMERCE
appears onSTRATEGIES
Google Search and Google
Business profile Maps
from their personal network, while 32% of
Organic social media online customers do so from word of mouth.
social media, and of organic and paid content yields the best
shopping ads results.
customers find new brands from the
Influencer marketing influencers they follow.
convenience, and cost-savings of online
In-store ads ordering can be quite effective.

E-commerce innovation Diversification of payment methods

E-COMMERCE MARKETING FUNNEL

out in the business
category.

MARKET RESEARCH

Market reseaarch
Primary
Secondary

Areas

Total no. of potential customer within a

Market size specific industry

Group of people most likely to purchase a

Target audience companys
attempting products
to establish one's supremacy or
Competition superiority; the opposition.

Demographics
Personal Occupation
What type of media do they consume
characteristics regularly? customer’s behavior
hobbies, lifestyle, and
What is important to them? values, or what’s important
 How would your product or service make it customer’s goals and
easier for them to reach their goals? barriers
Analyze existing
customers
Identify
Describe patterns
your target
audience
Reaching your target
audience

PRODUCT RESEARCH
to buy a certain product over a given period
Demand of time.
Find the interest level for products overtime
Google trends Product
for specific region
brainstorming considering target
Target audience audience

Profitability
Net profit

Total revenue No. of unit sold x Avg. selling price

Total expenses Cost of good sold
Packaging
Shipping and fulfillment
Advertising
Cost of returns
Additional expenses

Profit margin Net profit / Total Revenue x 100

ROAS (No. of unit sold x Cost per unit) / Ad spend

PRODUCT SOURCING

Customer One way to source products is to create

manufacturing your products in house.

Quality control: How

important is overall product
quality to your store and
brand reputation?

Profit margins: How

important is overall profit to
you? How does each
product sourcing option
affect your profit?
 Quality control: How
important is overall product
quality to your store and
If you source products from a wholesaler, brand reputation?
you will purchase products directly from
them at a lower price and sell them at Profit margins: How
Wholesale supplier whatever cost you feel comfortable with important is overall profit to
you? How does each
product sourcing option
affect your profit?

If you go this route, you will have less Shipping and fulfillment: Will
control over the quality of your products and you be able to fill orders
Manufacturer supplier your profit may be lower yourself, or will you need to
have a warehouse and
employees?

Time spent: How important

is time to your business?
Dropshipping is a fulfillment method in which Will making products
products are shipped from the supplier yourself take too much
Dropshipping directly to the customer. time?

you to know how much of each product

Forecasting demand you’ll need in stock.
Add accessories to complementary accessories that align with
increase revenue those products

BRANDING IN-ECOMMERCE
how customer feel about a company and the
Branding product it sells
Websites
Quality
Experience
Confidence
Storytelling
Values

E-COMMERCE STORE

Elements
Homepage
Navigation Bar
ShoppingPDP
cart Responsive Design
 Responsive Design

Checkout
Help and support

E-commerce Platforms They typically do not offer customer support

Open-source if you have trouble with your website.
SaaS platforms include built-in analytics for
SaaS metrics like traffic, clicks, and more.
or SaaS platform for an e-commerce store,
Domains you’ll need to register a domain.

SHOPIFY

Features
Built-in features and
tools
Online store
capabilities builder
for existing
websites
Secure checkout
Payment processing
Shipping platform
party shopping
channels
Marketing tools
Blog
Analytics and reporting
tools
24/7 customer service
Adding products to a
Shopify store Writing a product description
Writing a product title
Writing
Writing alternative
a web pagetexttitle element and meta
description
Finish setting up your Stock keeping unit (SKU)
store
Shipping and Payments
delivery
methods
Policies
Contact informations
FAQ
Blog
Built in tools Analytics
Marketing
Discounts
Apps
 Theme
Domain

LinkingGoogle
Channels
Merchant
Center
Sales channels

ADS IN E-COMMERCE

Online Advertising
Platforms for e- and Display ads have
commerce ads Google Ads tremendous
Shopping ads reach potential.
can help drive
Google Shopping ads traffic and
about conversions.
a business’s products
Google Discovery campaigns and services.
demonstrations, product
YouTube Ads reviews, or explainer
sponsored display ads, videos.
Amazon Ads video
trackingads, andperformance
their audio ads.
Facebook and Instagram Ads on these platforms.
appearing as pins in the
Pinterest Ads organic
find influencers results.
search to partner
TikTok For Business with.
are only billed for actions
Twitter advertising aligned with that goal.

DESIGNING E-COMMERCE
Personalized
experience
questions and
feedback
Optimizeproducts
Getting checkout
to
customers

PERSONALIZED EXPERIENCE
Customer engagement
Brand evangeslists
Personalization
Rewards programs Discount code for signing up
Free birthday gift
Allowing customers to choose their reward
Reward for referrals
mobile-first design for
e-commerce stores
Responsive design
pros Ideal for content-heavy
Cost-effective websites
development and
maintenance
One site for all devices
 One URL for all devices
Responsive design Redirects are unnecessary
cons Loss of features
Slow loading
Aligns with current shopping and internet
Mobile-first design pros browsing trends
Better user experience
Improved accessibility
Streamlined, well-organized content
Fewer bugs

Mobile-first design cons Cost

Different content
Tips for increasing
customer engagement
Tip #1: Enable product
ratings and reviews
Tip #2: Ensure a good
Tip #3: user experience
Personalize the
customer experience

CHECKOUT PROCESS
The check out process
Common cart Reason #1: Just browsing or not ready to
abandonment buy
Solution: Recapture the customer’s attention
Reason #2: Extra costs for shipping, taxes,
or fees
Solution: Offer free shipping

Reason #3: Requires an account

Solution: Enable guest checkout

Reason #4: Long or complicated checkout

Solution: Simplify the checkout process
Reason #5: Difficult to navigate on a mobile
device
Solution: Design a responsive website

Reason #6: Security concerns

Solution: Secure your website
Reason #7: Preferred payment method not
available
 Solution: Offer flexible payment options

Reason #8: Slow delivery times

Solution: Enable faster shipping

Reason #9: Errors during checkout

Solution: Test for errors

Reason #10: Unsatisfactory return policy

Solution: Adopt a generous return policy

GETTING PRODUCTS TO CUSTOMERS

receiving an order and delivering the order
Order fulfillment
Handle shipping by to the customer
yourself
Dropshipping
Fulfiment service

Fulfimemt steps can also partner with vendors, suppliers, or

Source products manufacturers.
dropshippers handle the whole process:
Store inventory sourcing,
regardlessstorage, and shipment.
of the business' fulfillment
Process orders online protocols.
Pick, package, and fulfillment service, or a dropshipper carefully
label orders picks, packages,
fulfillment serviceand labelsthe
transfers thepackage
order. to a
Send out for shipping delivery service
processing, this for
stepshipping.
is identical regardless
Deliver to customers of the fulfillment type.

Point of contact system something through a business, the

(POS) transaction goes through a POS

DEVELOP CUSTOMER LOYALTY ONLINE

Customer loyalty and
retention
E-commerce analytic
tools
CUSTOMER LOYALTY AND RETENTION
Customer loyalty
Building trust Quality products
Generous return policy
Free shipping and returns
Qualirt customer service
Protect customer private information
 Create community Social media
User generated content
Sharing the story
Demonstrate howbehind
values your
alignbrand
with
customers values

Stay connected Subscription for products

Dynamic remarketing
Email marketing
Rewards program

Rewards program Free products

Free shipping Points program, spend
Discount based program,tier based
Coupon program and subscriptions
Cashbacks

Consideration 1. How can we personalize loyalty program?

2.
3. How
How can
can itwebecreate
desirable and attainable?
community within our
customer base?

Allows you to show previous visitor ads that

contain products or services they viewed on
Dynamic remarketing a website

CLIENT
Post purchase MANAGEMENT
Any SKILLS
direct interaction customers have with a
communication brand after they make a purchase
Thank you, Review request, Customer
Emails satisfication, Replesnishment
Social Media Hashtags, mentions, comments
Direct mail Letters, flyers

Surveys Avoid asking leading questions

Avoid providing answer options that overlap
Be respectful and inclusive
Use your brand voice
 CUSTOMER SERVICE
Channels
Email
Livechat
Chatbots Multi-channel
Social media
FAQ

Aspect 1. Get the issue

resolveditquickly
2. Resolve in one
interaction
cutomer service
throughout
4. Follow up

Measure customer
satisfication Follow up with customers afterwards to
1. Define goals
2. Choose a customer ensure they’re satisfied.
satisfaction survey type Customer Satisfaction (CSAT) Survey
Net Promoter ScoreⓇ (NPS) Survey
3. Select a survey Usability Survey
medium Long email surveys

E-COMMERCE ANALYTICS

Data sources
Google Analytics
Built-in anayltics
Customer surveys
A/B testing
Heat maps

Process
Smart Goals
Personalised
Time Metrics
frame to compare Macro + Micro
data Quarterly, montly, yearly

AWARENESS Which channels attract the most visitors and

CONSIDERATION sales, Demographics
CONVERSION Sales and lifetime
Customer shopping cart(CLV),
value metricsBrand
LOYALTY advocacy- Net Promoter Score (NPS)
 SHOPIFY ANALYTICS AND REPORT
Benefits
Review stores recent
Get informationactivity
about
customers
Test site speeds
Analyze transactions
Basic features in
Shopify analytics
Overview dashboard
Reports
Live
Integration with view
Google
Analytics
Analytics tools used in
e-commerce
Google Analytics The total number of conversions and sales
Shopify analytics Analysis of the store’s transactions
Email marketing complaints recipients send to mailbox
analytics providers about
Conversion: Thereceiving your
completion of email
an activity
Social media analytics that contributes to the success of a business
Paid advertising
analytics The conversion
become popularvalue peranalysis.
for data cost It can
Big data also be used for data visualization.

Comparing metrics GROWTH measure AND REVENUE

whether the results are improving
over time over time.
Traffic and revenue
Total traffic
Total revenue
Qualified
Revenue traffic
by traffic
source Social, organic, paid search and referral
Trends
Conversion rate
CartCart abandon
abandon raterate
by
device
CostAvg.
perorder value
acquisition
(CPA)
acquisition
Customer cost (CAC)
lifetime value
(CLV)
Customer retention rate
Net Promoter (CRR)
Score
(NPS)
 Upselling
Cross selling

IMPROVE
Conversion rate E-COMMERCE STORE PERFORMANCE
optimization
Using data to increase Where customers get stuck during the
conversion rates checkout process
Tools for conversion
rate optimization Heat maps
Session recordings
A/B testing

Ways to increase Improve the speed of your website and/or

conversion rates app, especially on mobile.
Add a product recommendation engine to
Product pages your website.

Emails Send abandoned cart emails.

Make sure the return policy is clear, easy to
Checkout flow understand, and easy for customers to find.
behavior with heat scale to demonstrate patterns of user
maps behavior across different parts of a page.
Types of heat maps Optimize pages for both
Scroll heat maps Scroll maps track what percentage of web and mobile experiences
visitors scroll down to specific points on a
behavior, which can help you increase future Clarify page content or
Click heat maps click rates. structure
attention, but it does provide a sense of
Hover heat maps where visitors are focusing. Struggling with page content

EVALUTEinto PRODUCT PERFORMANCE

how users interact with a product or
Product analytic
Evaluate wether a service
product is product
sucessful
is
underperforming
Identify opportunities
foror
business improvement
could harm
brand reputation

Key metrics Number of product views

Number of add-to-carts
Number of units purchased
Product revenue
Product conversion rate
Unique vs. recurring purchases
 Net profit margin
Return on ad spend (ROAS)
Average order value (AOV)
Return rate
Quarter over quarter performance
Optimize product
offerings based
Increasing the on data
number
of sales the
Increasing for anumber
product that has strong sales—for example, a
of product views bicycle and helmet package.
Include a photo of the product in use.
Include instructional videos, if applicable.
Increasing the product Use a comparison chart to explain the
conversion rate difference
sending anbetween similarafter
email request products.
the customer
receives
more their
than product.are willing to spend on
customers
this type of product.
Discovering new
Decidingproduct ideas
which SKUs
to retire

Stats: https://wpforms.com/ecommerce-statistics/
 Product Evaluate Obtain Brand

CONS
High competition.
Low margins
Inventory syncing
(back orders)

quantities and
Upfront investment
The perils of
outsourcing

Product
differentiation

Price control
Inventory
management
Dealing with supply
partners
Less control over
shipping
Limited
customization

High competition
Piracy and theft
Selling restrictions
Costs of direct
distribution
No built-in audience

High risk of churn

Variedissues,
Small products.
big
problems

Limited scalability
Justifying your time
and rate

Difficulty to convert
Higher risk of churn

Small profits

Requires a network
Potential for brand
dilution
Susceptible to
competition and
disruption

Limited flexibility
Startup costs can be
high
 Business Name Logo

METHOD EVALUATION
Total Cost
Cost per unit
Fees
Lead Times
Custom
Payyment Packaging
Terms (Pay per sold
or pay per bulk)
Receving
Storaging
Packaging
Shipping
Returns
Bundling
Customer Service
 Discount
Gift services
Special offers
Integration
Dashboard/Analytics
Tracking Device
Industry Experience
Data and Analytics

Inventory loss %

PLATFORM
with easy-to-use themes
Shopify and templates.
converting checkout on
the web.
Sell internationally in just
a few clicks. retail
marketplaces,
stores, and more.
like in-store pickup at
checkout.
combine online and in-
store purchase
warehouse history.
inventory in
the same place.
 data from your website
and POS system.

https://www.shopify.com/uk/blog/business-model
rm: https://www.shopify.com/blog/best-ecommerce-platforms
Description Method Domain Platform
Shopify
https://www.shopify.com/uk/blog/sh
Theme Add Product Product Description Images
Gift cards/Discounts Shopping Cart Shipping Payment
Plug Ins Analytics Costs Home Page
 ESSENTIAL PAGES
Product Page Blog FAQ Shipping FAQ
Return and Exchange INVENTORY ORDER MANAGEMENT
Contact Us
Policy MANAGEMENT (PoS)
Email confirmation
 SHIPPING RETURN
MANGAMENT MANAGEMENT
Comment
 BUILD STORE

Examples https://www.shopify.com/uk/blog/shopify-stores

Steps: Choose a platform

Target audience
Choos a product
Design
Connectyour site
a payment
gateway
Choose a business
structture
Store ready to
launch
Launch store
Market store

1. Add your
Design your site products
shopping key pages
for your store
completely
customized
4.
5. Set up shipping
Connect a
payment
6. Choose agateway
business
7. Get yourstructure
store
ready for launch
8. Launch your
store 🚀
9. Market your store
https://www.shopify.com/uk/blog/start-online-store
https://www.shopify.com/uk/blog/business-types
 PRODUCT Wow Factor Dimension

CRITERIA:
Wow Factor
Passion or Solve a problem
Profit Margin: 4x
Price £45+ (Premium Product)
Seasonality Proof
High perceived value
Specfic Community
Light Weight
Not Fragile
Everyday use
Room for upsell
Low Brand Dominance
Giftable
High Price Discripacy
Consumable or Dsposable (Recurring buy)
Scalable/Brandable

Attribute Minimum Optimum

 Size (Longest Side) < 18-inches < 15-inches
Weight < 5 lbs. < 3 lbs.
Sell Price $15 - $100 $20 - 75
Profit per Unit > $5 > $8
Profit Margin > 20% > 35%
ROI > 100% > 150%

PLACES TO FIND PRODUCT:

Own passion/problems
Local community
Online consumer trend
publications
Industry leaders
Product/trend
B2B wholesalediscovery sites
marketplaces
(Ali express,
Lazada, alibaba
Shopee, andEtsy,
Temu, DSers.
Ali Express)
(Reddit, Quora, Discord, Niche
+Forums)
Social media
On-site networks
and third party customer
reviews
planner, analytics, Google
search)
Competitors
Customer survey and feedback
Crowdsourcing
Indirect voice of customers

PRODUCT VALIDATION
1. Define what people need
2. Learn who your audience is
3. Run a market analysis
4. Figure out if people want the product
5. Start a crowdfunding campaign
6. Gauge interest on social media
7. Create a landing page
8. Meet customers in person

PRODUCT CLASSIFICATION
Consumer products Convenience goods
Shopping goods
 Specialty goods
Unsought goods
industrial products Raw materials
Processed materials
Capital goods
Intermediate goods
Component parts
Accessory equipment
Operating supplies and services

MANUFACTURING PROCESS
Prototyping
Sampling
Refining
Production

PROFITABILITY
Net profit
No. of unit sold x Avg.
Total revenue selling price
Total expenses Cost of good sold
Packaging
Shipping and fulfillment
Advertising
Cost of returns
Additional expenses
Net profit / Total
Profit margin Revenue x 100
(No. of unit sold x Cost
ROAS per unit) / Ad spend
Tools:
Shopify Blueprint: https://www.shopify.com/uk/blog/ecommerce-business-blueprint
Product Analysis: https://www.helium10.com/?utm_medium=cpc&utm_source=google&utm_campaign=16503142051
Product Analysis: https://www.junglescout.com/
Amazon, Ebay, Shein, Etsy
Alibaba, Lazada, Shopee, Ali Express
Keyword tool: https://ahrefs.com/
Product type: https://www.shopify.com/uk/blog/13640265-the-16-step-guide-to-evaluating-the-viability-of-any-prod
Places to find product: https://www.shopify.com/uk/blog/product-ideas
Product validation: https://www.shopify.com/uk/blog/validate-product-ideas
Type Niche Competition Ads Channel
urce=google&utm_campaign=16503142051&utm_term=helium%2010&_gl=1*z7qlap*_up*MQ..*_ga*MTg1NjkxNjUyOC4xNjg5MjY2M

uide-to-evaluating-the-viability-of-any-product-idea
Trends Community Product Gap Branded
Private Label
NjkxNjUyOC4xNjg5MjY2MDMy*_ga_XEHBKN0W7N*MTY4OTI2NjAzMS4xLjAuMTY4OTI2NjAzMS4wLjAuMA..&gclid=CjwKCAjwwb6l
Restriction/Patent Keywords Search Volume Avg. Reviews
A..&gclid=CjwKCAjwwb6lBhBJEiwAbuVUSvnO9UksrkRupnjTApk4zIq38iNuXRgFk2pnTTXg9rTnx9lZJbT8CBoCVi4QAvD_BwE
 PRODUCT VI
Avg. Unit Sales Avg. Unit Retail Price Avg. Unit Revenue Avg. Unit CoS
BoCVi4QAvD_BwE
PRODUCT VIABILITY
Avg. Unit Gross Avg. Unit Marketing
Avg. Unit Shipping Cost Avg. Operating Cost
Profit Costs
 RESULTS
Avg. Unit Net Profit Sales per review Revenue per review
 RESULTS
Sales Conversion Profit Margin % Mark Up %
Operating Margin % Est. Monthly Units Sold Est. Monthly Cost
Est. Monthly Profit Est. Monthly Revenue Est. Monthly PM %
 GOAL
Desire: Monthly Profit Desired: Gross Margin Desired Monthly Unit Sold
Comment
 NICHES SUB-NICHES
AI art
1. Art, Craft and Sewing Art collections
Mental Health
2. Health, Fitness and
Sports
Wellness NFL
3. Sports Football
How to lose belly fat fast
4. Diet and Weight Loss Weight Loss success stories
Travel deals
5. Travel Travel
XBOX hacks
games
6. Gaming RPGs
Bottom Fishing
7. Fishing Droplining
Product reviews
8. Beauty and Personal Care Healthy
Artificial hair tips
Intelligence
9. Technology Drones
Cat Health
10. Pets and Animal Care Exotic
Flippingpets
homes
11. Real Estate Investment
Heart healthstrategies
12. Healthcare Hospice
First datecare
ideas
13. Dating and Relationships Best dating
How to break sites
bad habits
14. Self-Motivation Meditation
SBA loans
15. Entrepreneurship Startup
Healthy marketing
eating
16. Food and Dining Baby andCulture
Arts and toddler food ideas
17. Entertainment Celebrity
Handmade interviews
soap
18. DIY Crafts Origami
Life after becoming a mom
19. Post-Pregnancy Romance after pregnancy
NFTs
20. Finances Financial
Gucci independence
21. Fashion Prada
Anniversary ideas
22. Marriage Divorce
Social workers
23. Mental Health Clinical trialswith loss
How to deal
24. Veterans Patriotism
How to learn Spanish
25. Foreign Languages Best books for learning
Work-from-home a new
jobs for language
moms
26. Working from Home Best work-from-home
Box braid tutorials jobs
27. Natural Hair Care How to moisturize
Pay-per-click natural hair
advertising
28. Marketing Search enginedesign
optimization
Scandinavian
29. Interior Design Minimalism
Ayurvedic medicine
30. Holistic Healing Reflexology
Bug out bags
31. Prepper DIY weapons
Newborn essentials
32. Family and Parenting Blended
Racing families
33. Hobbies Sewing
Wedding photography
34. Photography Photojournalism
Centralized control of air assets
35. Military Computerization
Emergency shelterof warfare
36. Hunting Hunting accessories and gear
Permaculture
37. Gardening, Patio, Lawn Vertical
Pollutiongardening
38. Environment Environmentalism
Song and artist reviews
39. Music and Instruments DJ equipment
Chicken coop designs
40. Farming Worm farming
 Find a job
41. Job and Resume Leadership development
App development
42. Design and Development Website security
Cocktail recipes
43. Wine, Beer, and Liquor Home brewery
Sustainable living
44. Lifestyle and Luxury RV life
Audiobooks
45. Books and Literature Famous writers
Best hiking destinations around the world
46. Outdoors and Hiking Bird watching
DIY auto repair
47. Automotive Vintage cars
College admission process
48. College Student Resources
49. Electronics and
Accessories
50. Tools and Home
Improvement
51. Kitchen and Dining
52. Households
53. Office
54. Toys and Games
55. Product
56. E-commerce

Market Research
1. Interviews
2. Focus Groups
3. Product/ Service Use
Research
4. Observation-Based Research
5. Buyer Persona Research
6. Market Segmentation
Research
7. Pricing Research
8. Competitive Analysis
Research
9. Customer Satisfaction and
Loyalty Research
10. Brand Awareness Research
11. Campaign Research
Tools:
Market Analysis: https://www.semrush.com/blog/market-analysis-done-in-under-60-minutes/?kw=&cmp=UK
Market Tool: https://www.semrush.com/market-explorer/?utm_source=blog&utm_medium=banner&utm_cam
Paranomic view of market: https://www.semrush.com/trending-websites/us/music?utm_source=blog&utm_m
Growing Industry: https://explodingtopics.com/
Revenue: https://app.shophunter.io/dashboard
Competition: https://www.facebook.com/ads/library
Seasonality: https://trends.google.com/trends?geo=&hl=en-US
Trends: https://trends.co/
Demand: https://www.semrush.com/seo/
Men’s Health
Keyword planner: https://ads.google.com/aw/keywordplanner/home?ocid=1186223954&euid=460255863&
Self-care
Source of traffic: https://www.similarweb.com/
Health Care
Nichehacks: https://nichehacks.com/topics/
Mental Health
Nichehacks: https://nichehacks.com/2531-niches-for-affiliates-gwv8zl/
Amazon Best Sellers: https://www.amazon.co.uk/Best-Sellers/zgbs
Alkaline diet
Engagment: Social media platof Keto diet
Niche Research: https://keyword.com/blog/how-to-do-niche-research-and-find-profitable-niches/
Vegan diet
SEO Tools: https://ahrefs.com/ Expats
Market Evaluation: https://www.shopify.com/uk/blog/13444793-how-to-evaluate-market-demand-for-your-n
Living abroad
Statistics: https://www.statista Local travel tips
Market Research: https://www.shopify.com/uk/blog/market-demand
Game reviews
Market Analysis: https://www.shopify.com/uk/blog/market-analysis
Gaming tips, tutorials, and walkthroughs
Market Demand: https://www.shopify.com/uk/blog/market-demand
Makeup tutorials
Skincare tips
Acne management
Dog training
Aquarium supplies and maintenance
Cat Care
Flipping real estate
Buy and hold
How To flip houses
Online dating
Relationship Advice
Blind dates
Self-help books
Enhancing mental skills
Time management tips
How to start a business
How to find investors
Competitor Analysis: https://www.shopify.com/uk/blog/competitive-analysis
Startup marketing
Cryptocurrency
Investing
Budgeting
What to wear when…
Sportswear
Purses
Digital Marketing
Offline Marketing
Advertising
Web design
UX design
Web development
App development
Website security
Copywriter
Digital Marketer
 MARKET Market Traffic Market Competition

STARVING MARKET:

SUB MARKET

NICHE MARKET

PROBLEM:

SOLUTIONS:

MARKET STAGES

MARKET SOPHISTICATION

guage

CRITERIA:
PROBLEM(SEARCH
DEMAND OR A PASSION
VOLUME +
TRAFFIC VISIT)
DEMAND (UNIT SOLD)
GROWTH
REVENUE
SEASONALITY
CHANNELS (TRENDS)
(SOURCE OF
TRAFFIC)
SOURCE OF INCOME
COMPETITION
ENGAGEMENT
AFFLIATE
Difficulty PROGRAMS
(KD) and Traffic
Potential (TP)
t-analysis-done-in-under-60-minutes/?kw=&cmp=UK_SRCH_DSA_Blog_EN&label=dsa_pagefeed&Network=g&Device=c&ut
r/?utm_source=blog&utm_medium=banner&utm_campaign=en-market-analysis-under-60-19042022
ending-websites/us/music?utm_source=blog&utm_medium=banner&utm_campaign=en-market-analysis-under-60-19042

liates-gwv8zl/
Market Growth Market Size Seasonality
 sa_pagefeed&Network=g&Device=c&utm_content=622084503744&kwid=dsa-1754979173165&cmpid=18352326857&ag
nder-60-19042022
gn=en-market-analysis-under-60-19042022
Gaps Keywords Keyword Seach Volume Demographics
=dsa-1754979173165&cmpid=18352326857&agpid=144926343961&BU=Core&extid=60113906333&adpos=&gclid=Cj0
Revenue Traffic + Income Source Communities
06333&adpos=&gclid=Cj0KCQjwnrmlBhDHARIsADJ5b_nwx6R01nw-V0hvXlhlTq9J4wAZJZSS0Shy4-77BNfzwPycXdXhyrcaA
Unit Sold
q9J4wAZJZSS0Shy4-77BNfzwPycXdXhyrcaAqxuEALw_wcB
 Name Age Gender Marital Status

1 Tom 20 Male
2
3
4
5
6
7
8
9
10

FIND AUDIENCE

Understanding message, offer, or

customer products.
income, education, and
Asking thepersonas
right
questions job type.
TARGET AUDIENCE
CUSTOMER
PERSONA (i) Who- represents an actual
characteristics customer.
customer’s life and your
(ii) Goal products or services.
Identify a pain point
that prevents the
person from achieving
(iii) Baririer their goals.

COLLECTING DATA
(i) Review customer
data
(ii) Conduct customer
interviews
(iii) Analyze web data
(v) Send out surveys
(vi) IVOC

Demographics

CREATE CUSTOMER PERSONAS

WHO What are your goals?

Location Occupation Household Income Education
Information
Pain Goal Beliefs
Source
Values Common Thoughts Emotions Motive
 Common
Roles
Words/Phrases
Personas
Categories Persona 1 - Budget Buyer

Personas Description
Buyer
Personas
Persona 2 - Variety Shopper

nas Description
SUPPLIER Product Revenue

FIND SUPPLIER
produces your own
Supplier: product
existing idea
brands and
products
already-existing brands
and products

Advantages
manufacturing and labor HigherDisadvantages
manufacturing
Domestic standards
Easier communication costs
with no language barrier Less product choice
 Marketing appeal of
being
Easiermade in Europe
to verify reputable
manufacturers
Faster shipping time
High intellectual property
right protection
Greater payment
security and recourse
Lower manufacturing Lower perceived quality
Overseas sourcing costs
manufacturers to choose from customersand labor
manufacturing
from
easy to navigate standards
Little intellectual property
suppliers protection
time-zone barriers can
be difficult to navigate
manufacturer and visit
on-site
Longer shipping
Cultural timein
differences
businessimportation
Product practices and
customs clearance
Less payment security
and recourse

CRITERIA:

High revenue

Experience in field

3-5 Supplier contact

Good communication skills

Reliable

Track Record

Gold supllier

Verified

Trade assurance

3 quotes
MANUFACTURING A
PRODUCT PROCESS
Research
Outreach and collect information
Communicate your
communication designs
channel,
communicate wants)
Order samples
Place your order

FULFILMENT PROCESS

TOOLS:
12 apps for sourcing products
Shapeways
Modalyst
Supplier:
https://www.shopify.com/uk/blog/business-model
https://www.shopify.com/uk/blog/13975985-how-to-find-a-manufacturer-or-supplier-for-your-product-idea
https://www.shopify.com/uk/blog/product-sourcing-apps
Platform Establish (yrs) Location Avg. Lead Times
Domestic/Overseas
or-supplier-for-your-product-idea
 COLLECT INFORMATION
Custom orders Shipping Costs Set Up Fees Exclusivity
OLLECT INFORMATION
Reviews Security Defect policy Sustainable and Ethical
Verified, insurance
MCQ Retail price Manu. Price per unit Manu. Cost per unit
Comment
 SHIPPING Goals Product Dimension
Fast and reliable
Efficient
Clear andfulfillment
transparent
communication

FULFILLMENT PROCESS
warehouse or other facility
Receiving for shipping
Selecting to the customer’s address,
Shipping using a shipping carrier
 orders
Providing support

SHIPPING PRODUCTS TO CUSTOMERS

Branded promotional materials
1. Design your packaging materialCustomized
and securelynotes
placing the

YOURSELF
products in the
your package and box.
get it ready

DO IT
2. Package your order
to ship.
including name and mailing
3. Print your shipping label
4. Drop off orders at your address.
it’s time to take them to the
preferred shipping facility shipping store

PACKAGING OPTIONS

Materials Boxes
Poly mailers
Package tissues
Tape
Stickers

Padded

Suppliers ValueMailers
Fast-Pack
eSupplyStore

METHOD
1. In-house fulfillment to customers. BENEFITS
Greater control over the
Outsourcing the fulfillment of ability
Accesstotocustomize and
specialized
your orders to a provider is expertise and
known as third-party logistics. infrastructure; the
This provider manages the potential for cost savings
storage, packing, and shipping and increased efficiency.
of products on behalf of your
company, allowing you to
2. Third-party logistics (3PL) focus on other aspects of your
business.
 Dropshipping is an order
fulfillment method where your
business doesn’t keep the
products you sell in stock. You can offer a wide
Instead, you purchase range of products
inventory as needed from a without having to invest
third party—usually a in inventory and test new
wholesaler or manufacturer— products without
and they fulfill your orders. significant upfront costs,
The biggest difference and the potential for
between dropshipping and the lower overhead costs.
standard retail model is the
selling merchant doesn’t stock
or own inventory—they act as
the middleman.
3. Dropshipping*

CREATING A SHIPPING STRATEGY

FACTORS

The frequency with which your

Shipping volume business ships
The distance is its products
typically
impacts the cost of shipping
broken down into shipping
zones, which are numbered
geographical areas carriers
ship to. In the US, there are
eight shipping zones for
domestic shipments, ranging
Shipping distance from Zone 1 to Zone 8.
Standard transit time, which is
usually included in the base
shipping cost, is typically
between one and five
Shipping speed business days.

SHIPPING RATES AND METHODS

Increase product prices to

cover costs for shipping
(customer covers this cost).
Pay the full price of shipping
out of your margins (you cover
the cost).
Free shipping
 Offer free shipping on a
Free shipping minimum order amount,
increasing your average order
size
(you cover the cost).
Increase prices of products to
cover partial costs of shipping
(you and your customer share
the cost).

This allows your customers to

choose and pay for the exact
Charging real-time carrier rates service
Flat ratethey want.works best
shipping
when you have a fairly
standard product line of items
that have similar sizes and
weights. Flat rate shipping
tends to become complicated
and less effective if you sell a
wide variety of products with
Charging a flat rate different sizes is
Local delivery and weights.
great for
small businesses looking to
offer a simple and reliable
next-day delivery method to
local customers. When you set
up local delivery, you can
customize your delivery area
Offering local delivery using a radius or a list of
ZIP/postal codes

CALCULATING SHIPPING RATES

Package size and weight

Factors
Origin address

Destination address

USPS
Canada Post
Shipping calculator UK Royal Mail
Australia Post
UPS
FedEx

MARGINS

Shipping expenses 15-20% of total net sales

Cost of product $10.00

Packaging $0.50

Shipping costs $7.50

Customs & duties $0.00

Insurance and tracking $0.00

Subtotal $20.50

Profit margin 0.5

Total price (Desired
SP) $30.75
INSURANCE
Consider purchasing insuranceAND TRACKING
on big-ticket items like jewelry
and high-end electronics, so that
in the rare cases when a
package does get lost, you’ll be
covered.
Shipping insurance is sold by
postal services, courier
companies, and third-party
shipping-insurance companies
like Shipsurance.

INTERNATIONAL SHIPPING AND CUSTOMS

Check with your country’s postal
service to find out which forms
you’ll need to attach to your
package. These forms should be
completed honestly and clearly
to prevent your package from
getting held up in Customs.

How to build an international

shipping strategy

Where and what you’ll ship Start small and close

Track current demand

Consider the languages of any
market for expansion
Ensure there’s product-market
fit for your target country.
 Check and see if your
products are eligible to be
Get familiar with country rules imported into a given
and regulations destination country.
Check and see if any of your
products—or components of
your products—are listed as
“dangerous goods” while
being shipped.

Be as transparent and
communicative as possible
with your customers about
Be transparent about fees delivery costs

What to charge for international

shipping Packaging

Cost of shipping

Structure your pricing

Handling charges

Duties and taxes

Export packing list

TARIFFS, TAXES AND DUTIES

If there are any additional
customs fees due when a
package reaches its destination,
your customer will be
responsible for them at the time
of delivery. It’s always a good
idea to make sure to include this
information in your shipping
policy page so customers aren’t
surprised by unexpected fees.
 PACKAGING

BASICSYou can use packing materials

like bubble wrap, packing
peanuts, or air cushions to
protect your products and
prevent them from shifting or
getting damaged during
1. Get your products to your shipping.
customer damage-free
According to Shipwire, a
popular fulfillment warehouse,
your products and packaging
should be able to pass a four-
(I) Conduct a package protection foot drop test without
test breakage

Each carrier also has specific

requirements for packaging.
Although these are mostly
standard and common, you
should review your chosen
(ii) Best practices from various carrier’s specific requirements
carriers and best practices.

2. Keep packages as small as best to keep your packaging

possible as small as possible.
3. Ways to upsell through
packaging discount codes.
(i) Branded packaging of transportation.

(ii) Sustainable packaging win-win.

Packaging.
(iii) The elements of custom-
branded packaging
The shipping box
Tissue paper
Protective cushioning
Stickers:
Receipt
Tape
$5 to $25 per box.
(v) The cost of branded
packaging
 (v) The cost of branded Boxery or Paper Mart.
packaging size) and free shipping to most
countries.
growth.
(vi) Adding marketing collateral Small gift
to packages
PRINTING
print directly on self-stick labels. LABELS

OTHER TACTIC
Offer short-term free shipping
promotions
Use free shipping to increase
your average
Offer order on
free shipping value
some FREE SHIPPING
products, not all products

Charge exact shipping costs

Calculator shipment

RETURNS
1. You can offer exact cost
pricing for return
2. You can shipping
offer free return
shipping
3.You can offer flat-rate return
shipping

SHIPPING POLICY

Include Essential shipping details are

easy to
Clear find.
and concise
presentation
Order processing
Domestic times
and international
shipping options
Shipping costsand buy online,
Local delivery
pickup in-storearound returns,
Transparency
changes and cancellations
Potential service interruptions

Placement Website announcement bar

A link in your website footer
Product page
FAQ page
Delivery option labels
 Returns
Bundling
Customer Service
Discount
Gift services
Special offers
Integration
Dashboard/Analytics
Tracking Device
Industry Experience
Data and Analytics
Inventory loss %
 Tools:
Shipping 101: https://www.shopify.com/uk/blog/shipping-and-fulfillment
Return policy: https://www.shopify.com/uk/blog/return-policy
Fulfillment: https://www.shopify.com/uk/blog/fulfillment-services
pping-terminology#customs-declaration-form
 Shipping Costs per
Preferred packaging Shipping rates Method
unit
Free/Branded
Private/White label
Inserts
 CHALLENGES
Time consuming and
overwhelming
Loss of controlasover
order
the
fulfillment process; the
potential for additional
costs if the provider’s
services do not meet the
company’s needs.
The potential for longer
shipping times and less
control over the quality
of the product and the
fulfillment process.
Dropshipping can be
difficult to manage
effectively, and it can be
challenging to find
reliable suppliers and
maintain good
relationships with them.
 Customs declaration Shipping Business
Insurance and tracking Return Policy
and forms Accounts
Inventory Storage
Comment
 PRODUCT PRICE CALCULATOR
Fixed Costs Amount Variable Cost Per Unit Amount
Storage 0 Materials
Insurance 0 Labour 0
Operation 0 Packaging
Rent
Equiptment and 0 Delivery 7
supplies 19 Payment processing 1
Marketing 10 Affiliate commissions

Total 29 Total 8

Fixed Costs Variable Cost Mark up Retail Price (per unit) Contributio
$29.00 $8.00 3 $24.00

PRICING STRATEGY
and business goals
into account.

Factors production costs

market demand
competition
perceived value
profit margins

Balance attracting customers

maximizing revenue
profitability
1. Calculate
2. Calculate profit
cost
margin
3. Compare price to
market

Cost of goodsUNDERSTAND
sold COST
(COGS)
Production time
Packaging
Promotional materials
Shipping costs like
Short-term
loan repayments
you determine your OBJECTIVE
pricing.
AUDIENCE
target market is willing
to pay for the product.
VALUE PROPISITION
value you’re bringing
to the market.

MODELS
brands aim for a 30 - 50%
Cost-plus pricing profit margin. Industry
Elastic demand
With value-based pricing, A solid brand
customer opinion, rather High-quality in-
than the product’s cost, demand
determines a product's products
price. Value-based pricing Creative
works best for companies marketing
that sell unique, high- strategies
value products, rather Good rapport
than commodities like with customers
Value-based pricing groceries. Stellar track
for increased customer
record
Penetration pricing awareness.
implement and creates a
Keystone pricing healthy profit
costs, and margin.
promote your
Competitive pricing special pricing.
 The MSRP is what a
manufacturer
Manufacturer recommends retailers
suggested retail price charge when selling a
(MSRP) product.
A price skimming strategy
refers to when an
ecommerce business
charges the highest initial
price that customers will
pay, then pricing
Dynamic lowers is
it over
when
Price skimming time.
a company continuously
adjusts its prices based
on different factors, such
as competitor pricing,
supply, and consumer
demand. The goal is to
increase profit margins
Dynamic pricing for the business.
alternatively known as
Multiple pricing product
in place to help pricing.
bundle nudge
Loss-leader pricing more sales.
odd number, like 5, 7, or
Psychological pricing 9.
seem more luxurious,
Premium pricing prestigious,could
consumer or exclusive.
gain from
Anchor pricing making the purchase.
doesn’t have a big brand
Economy pricing to support its marketing.

TERMS

is expressed as a MARGINS
percentage and the costs of goods
Gross
Operating profit sold
profit margin (COGS)
supplies, and other
margin administrative
your business costs.
in a single
Net profit margin figure.

COST OF GOOD SOLD

products sold by your Purchases) – Ending
business Inventory = COGS
Materials
Labor
Operations

and that stays theFIXED COSTS

same
https://www.shopify.com/uk/blog/pricing-strategies
https://www.shopify.com/retail/cost-plus-pricing
https://www.shopify.com/uk/blog/how-to-price-your-product
Price comparison: https://www.shopify.com/uk/blog/7068398-10-best-comparison-shopping-engines-to-increase-eco
https://www.shopify.com/uk/blog/value-proposition
Unit Amount

Contribution MarginBreak-Even Units

$16.00 1.81
 General Information Content Strategy Marketing Strategy Customer Service and Policies Product Comparison for Bath Towels
Types of products sold Background story Website content Bath towel product title Customer reviews
Website Customer service Shipping Organic or eco-friendly Types of product
Competitor name (Productbath
Organic categories
towels in the
and (Visit the
home company's
products About
that are Us or (Blog, articles, buying guides, FAQs, Social media platforms
affordable Current sales promotion Email signup incentive Rewards program Free ground or
shipping all orders in Return policy (Choose one bath towel on the Bath towel product page URL Types of product videos (Options available for customers to Regular price
Example: Sustainable (URL) Instagram, Facebook, Twitter, (Contact methods available) (Promotions optionson
available) Returns accepted within 60 days for site to analyze) materials Multiple
images colors, close-up Ratings, written reviews, images,
www.sustainablehomeinc.com navigation
rugs, menu)bedding,
bathrobes, Oureveryone.
for Story page)
They focus on catalog, etc.)
Blog, FAQs Winter Sale - Up to 60% off Receive 15% off your first order None Phone, email, contact form US. Express shipping available for Textured Organic Cotton Towel www.sustainablehomeinc.com/bathtowels/textured-organic-cotton-towel
100% organic cotton of texture, towels hanging None leave a review) $16
Home, Inc. Pinterest a full refund of the purchase price and videos
blankets, and throws sustainable production and only an additional fee. on a towel bar
 Strengths Weaknesses

Opportunities Threats
 ITEMS DESCRIPTION
supplier, manufacturing, COSTS
Product patents
business insurance, 4,500
Operating accounting
hosting/domain, contract 1500
Online store developer/designer 1500

Shipping Shipping 1500

Offline stall/table fees, rent, gas 0

Team/staff Team/staff
printed materials, 1500
Marketing business cards 5000

Note: 3 month budget 15,500

Fixed Costs Average Price Variable Costs

$3,500.00 $28.99 $9.03

Fixed Costs Amount

Advertising 1,500
Operating 500
Online store 500
Shipping 500
Team 500

Total 3,500
Date Jan 1– Feb 28 , 2023 March 1– April 30,
Opening Bank Balance

Cash In
Sales Source #1
Sales Source #2
Sales Source #3
Sales Source #4
Total Cash In

Cash Out
Google Ads
Shopify Subscription
Freelancer
Product Development
Expense #1
Expense #2
Total Cash Out

Closing Bank Balance

https://www.shopify.com/uk/blog/cost-to-start-business
https://www.shopify.com/uk/blog/break-even-analysis
https://www.shopify.com/blog/what-is-profit-margin
https://wpcalc.com/en/cost-of-goods-sold/
https://www.shopify.com/retail/cost-of-goods-sold
https://www.shopify.com/uk/blog/cash-flow-management
 BUDGET ALLOCATIONS
29.03% COSTS
9.68%
9.68%

9.68%

0.00%

9.68%
32.26%

100.00%

Contribution Margin Break-Even Units Break-Even Per Units

$19.96 175.35 111.70

Variable Costs Per Unit Amount

COGs 25

Total Revenue
$2,899.00

Total 25
May 1– June 30, 2023 July 1– Aug 31, 2Sept 30 - Oct 31, 2 Nov 1– Dec 30, 2023
STS

Product
Operating
Online store
Shipping
Offline
Team/staff
Marketing

Total Amount Sold Revenue Per Units

100 28.99
30, 2023
 METRICS
CUSTOMER LIFETIME Average Length Calculation
of the Customer Market Avg.
VALUE Relationship (in Years)
VALIDATION PHASE

RETURNING VISITORS RV= Returning visits/ Total visits 20%

RETURNING Returning Customer Rate = (# of Return

CUSTOMER RATE Customers / Total # of Customers) x 100 25%

BOUNCE RATE BR= Single page sessions / all sessions 35%

EFFICIENY PHASE

SALES CONVERSION CVR = (# of Purchases / # of Sessions) x

RATE 100 5.20%

PAGE LOAD TIMES 1.5 seconds

CUSTOMER CAC = Amount Spent on Marketing / # of

ACQUISITION COSTS New Customers

NO. OF TRANSACTION

SALES
SALES REVENUE
CONVERSION SR=
CVR #= of
(# unit sold x avg./ #
of Purchases unit
of price
Sessions) x
RATE 100 5.20%
SCALING GROWTH

AVERAGE ORDER AOV = Total Revenue / Total Number of

VALUE
SHOPPING CART Orders
Completed Purchases / # of Shopping
ABANDONMENT RATE Carts Created) x 100 77.70%
NET PROMOTER
SCORE
CLICK THROUGH NPS
CTR ==%(# of
of Promoters
Clicks / # of- % of Detractors 50 + Good
RATE Views/Impressions)
UV= # of page viewsxx100 avg. page views 2%
UNIQUE VISITORS
TOP PRODUCTS BY per person
UNITS SOLD
MONTH END
INVENTORY
AVERAGE INVENTORY
OTHER

SOLD
STORE SESSIONS BY
TRAFFICSESSIONS
STORE SOURCE BY
DEVICE TYPE
STORE SESSIONS BY
LOCATION

DIGITAL MARKETING Calculation Market Avg.

SEARCH VOLUME
AVG RANKING
POSITION
SEO

BOUNCE RATE
SEO CONVERSION RATE
REVENUE

SEARCH VOLUME
COST PER CLICK
(CPC)
AVG RANKING
SEM

POSITION
CLICK-THROUGH
RATE (CTR)
BOUNCE
CUSTOMERRATE
ACQUISITION (CAC)
CONVERSION RATE
SOCIAL MEDIA
FOLLOWERS/FANS
SOCIAL MEDIA ADS

IMPRESSIONS
CLICK-THROUGH
RATE (CTR)
COST PER CLICK
(CPC)

BOUNCE RATE

CONVERSION
CUSTOMER RATE
ACQUISITION
NO. OF EMAIL (CAC)
SUBSCRIBERS
SALES FROM EMAIL
FROM VISITORS TO
EMAIL SUBSCRIBERS
EMAILS

FROM SUBSCRIBERS
TO SALES
OPEN RATE
CLICK-THROUGH
RATE (CTR)
UNSUBSCRIBE RATE

MANAGEMENT
Average inventory sold Calculation Market Avg.
per day
INVENTORY

Percent of inventory sold

ABC analysis by product
Product sell-through rate
remaining
 KPIs
gauge overall business
success
(i) Sales Sales
Average order size
Gross profit
Average margin
Average order value (AOV)
Number of transactions
Conversion rate
Shopping
New customercart abandonment
orders versus rate
returning
customer orders
Cost
Total of goods sold
available (COGS)
market relative to a
retailer’s share of market
Product affinity
Product relationship
Inventory levels
Competitive pricing
Customer lifetime value (CLV)
Revenue per visitor (RPV)
Churn rate
Customer acquisition cost (CAC)

(ii) Marketing Website traffic

 New visitors versus returning visitors
Time on site
Bounce rate
Page views per visit
Average session duration
Traffic source
Mobile site traffic
Day part monitoring
Newsletter subscribers
Texting subscribers
Subscriber growth rate
Email open rate
Email click-through rate (CTR)
Unsubscribes
Chat sessions initiated
Social followers and fans:
Return on ad spend (ROAS)
Blended ROAS
Cost per click (CPC)
Social media engagement
Clicks
Average clickthrough rate (CTR)
Average position
Pay-per-click (PPC) traffic volume
Blog traffic
Number and quality of product reviews
Banner or display advertising CTRs
Affiliate performance rates

(iii) Customer Service Customer satisfaction (CSAT) score

Net promoter score (NPS)
Hit rate
Customer service email count
Customer service phone call count
Customer service chat count
First response time
Average resolution time
Active issues
Backlogs
Concern classification
Service escalation rate
 (v) Manufacturing Cycle time
Overall equipment effectiveness (OEE)
Overall labor effectiveness (OLE)
Yield
First time yield (FTY) and first time through
(FTT)
Number of non-compliance events or
incidents

(vi) Project Management Hours worked

Budget
Return on investment (ROI)
Cost variance
Cost performance index (CPI)
https://www.shopify.com/uk/blog/basic-ecommerce-metrics
https://www.shopify.com/uk/blog/7365564-32-key-performance-indicators-kpis-for-ecommerce
MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 MONTH 7
s-kpis-for-ecommerce
MONTH 8 MONTH 9 MONTH 10 MONTH 11 MONTH 12
Comment
 RETURN MANAGEMENT
of returns between
customers and businesses
manage returns
pinpoint and refunds,
common reasons
customers return products
improve your product
assortment

RETURN the POLICY

timeframe over which
Policy
Customer-centric return returns are rates
conversion accepted.
and online
policy purchases.
RETURN MANAGEMENT SYSTEM
without taking up too much
Efficient
CreateReturn time.
a self service return messenger solution. (Add
process throughout
return reasons)
the return
Send automated notifications process
only charged once they’ve
Send shipping labels been used.
available for sale again on
Restock inventory the online store. with the
payment method
Refund the customer. click of a button.
POLICY
Basics
What items canitems
What be returned
can be
exchanged
(i.e., non-returnable, non-
exchangeable)
from purchase date, with
purchase receipt)
packaging, original condition,
etc.)
refund, a product of equal
address to contact value,
or a etc.)
web
page to
How many business day it visit)
takes
Whotopays
receive a refund
the shipping
charges for returns
A few key places to list yourLOCATION
return policy include:
Your website footer
Website banner
FAQ page
Product page

Order notification emails

Website chat
 INVENTORY MANAGEMENT

1. Order
2. Store
3. Organize
4. Move
TYPES
Retail inventory management
Multi-location inventory
management
SYSTEMS
and are usually supported by
Perpetual inventory system powerful software.
done without having to
Periodic inventory system purchase software.
businesses require
Manual inventory system something more robust
TECHNIQUES
1. Implement Six Sigma
2. Follow
3. Set parthe
levels
first in, first out
principle
4. Manage relationships
5. Make contingency plans
6. Conduct regular auditing
7. Practice
8. PrioritizeAccurate
with ABC
forecasting
9. Try the just-in-time (JIT)
approach
10. Outsource your inventory
storage and fulfillment
APPS
Stocky
Thrive by Shopventory
ShipHero
Zoho Inventory
Inventory management on
Shopify
inventory tracking
view your inventory
adjust your inventory levels

TIPS
Update inventory records in
real time
Audit
Go inventory
over supplierregularly
performance
Put one person in change of
inventory management
Invest in inventory
management software

STAGES
predicts future demand to
Demand forecasting optimize stock levels
ensures timely product
Replenishment restocking
Order processing streamlines
maintains anorder fulfillment
efficient
Storage and organization warehouse
informs data-driven
Reporting and analysis inventory decisions

INVENTORY MANAGEMENT IN SHOPIFY

1. Tracking
2. Inventory levels
3. Analyze
GET STARTED WITH INVENTORY
SetExporting
up inventory tracking
or importing
inventory with a CSV file You have products available
Selling products when out of for
andpreorder.
you want to continue
stock selling before it arrives.
You want to sell first and
then
actualorder supplies
inventory later. in
quantity
Shopify.
Hiding out-of-stock products
Multi-managed inventory
MANAGING INVENTORY QUANTITIES
Invetory states On hand
Available
Committed
Unavailable
Incoming
Tracking and adjusting Viewing your product
inventory inventory
Adjusting inventory
quantities

Bulk editing inventory Viewing product inventory

Adjusting inventory quantities
Property Definition
Price The price of the product
variant.
Compare-at price The original price for a
product that is on sale. When
 Cost per item How much it costs you for the
Charge taxes product
Whetheror
a variant.
tax is charged
SKU when the identifier
A unique product variant
for the is
Barcode product variant
The barcode, in the
UPC, store.
or ISBN
Continue selling when out number
Whetherfor the product.
customers are
of stock
Track quantity allowed
Whether Shopify an
to place order
tracks for
the
Stocked at number
All store of items inwhere
locations stock the
for
Weight product
The weightvariant is product
of the stocked.
Requires shipping variant
Whetherinayour store'sneeds to
customer
Harmonized system code provide a shipping
The general address
Harmonized System (HS) code for the inv
Country of origin The country where the
Quantities by location product
All store was manufactured
locations where or
inventory is stocked.
Viewing inventory adjustment
history

INVENTORY TRANSFER
Enable inventory tracking
Create an inventory transfer
Receive an inventory transfer
Calculate inventory
Undo a transfer

PURCHASE
business places with a ORDERS
supplier.
terms, and estimated times
of arrival.
Create a purchase order
Add a supplier
Download a purchase order
as a PDF
Mark inventory as received
Adjust the received inventory
Manage purchase orders
Calculate inventory

ABCthe
your products into INVENTORY ANALYSIS
following grades: account for around 80% of
your
moverevenue.
into the A level or the
C level.
account for 5% of your
revenue.
 ORDER MANAGEMENT (PoS)
payments, and check out
Point-of-sale (POS) customers.
collect customer contact
information, and much more.
POS WORKFLOW
1. A customer chooses to
buy your product
2. Your POS system
calculates the total price
3. Your customer
4. The pays
point-of-sale
transaction is finalized

COMPONENTS
require you to be on location
On-premise POS systems to use it.
device with an internet
Cloud-based POS systems connection.
Hardware components of a
POS system
POS terminal
Cash drawer
Tablet or smartphone 1. traditional barcodes 2.
Barcode scanner read QR codes
Credit and debit card reader
Receipt printer
Label printer
Shipping scale

BENEFITS
Centralizing your inventory returned, or exchanged in-
management store or online.
Collecting and visualizing week, month, year, or
sales data in real time custom)
Online and retail store sales
and
orderinventory dataper order,
value, items
gross and multiple
store and net sales)
store
locations)
areas where online sales
come from)
quantity, and percent of
inventory sold)
unpaid, paid, unfulfilled,
fulfilled)

Building in-depth customer

profiles Create customer profiles
View order history
Launch a loyalty program
Accepting payments
anywhere Cash
Magstripe credit cards
Chip cards
Contactless payments
Gift cards
Card-not-present
transactions
send follow-up emails to
Improving in-store sales indecisive in-store
Offering flexible shoppers
shipping
and fulfillment options
connect your card reader,
Opening new stores faster and start selling.
Adapting to changing you use apps to extend its
business needs capabilities.
marketing
bookkeeping
scheduling
invoicing
data analytics

MUST
Integrated HAVE FEATURES
payment
processing
Mobile inventory
Multichannel checkout
management
Staff reporting
Centralized management and
analytics
Flexible order fulfillment
options
Multi-store
Customermanagement
relationship
management
Apps and add-ons
Reliable support

TYPES OF POS customer

manage
1. Retail POS relationships and staff.
smartphone and a card
2. Mobile POS (mPOS) reader to take payments.
Everything is stored on
3. Cloud-based POS remote servers.
and typically require manual
4. On-premise POS updates and maintenance.
 wholesale, social media, and
5. Multichannel POS more.
your central POS station.
6. Tablet POS This is also called an mPOS.
depending on the hardware
7. Desktop POS you choose.
data and manage business
8. POS apps operations.
internally or with external
9. Open-source POS collaborators.

Process sales and SHOULD

take HAVE
store credits payments
(e.g., buy
online, return
payment, in-store)
purchase, and
delivery options
Help you serve multiple
inventorycustomers
across alleffectively
locations,
updated in real time
everywhere your customers
Provide robust analytics and are
reporting
histories, capabilities
and loyalty
to extend your POSprograms
system’s
capabilities
marketing, accounting
software, etc.)

FACTORS TO CONSIDER
POS software fees
Hardware costs
Payment processing fees
Mobility
Order fulfillment platform
Ecommerce options
integration
POS software features
Apps and add-ons
Customer support

SHOPIFY POS and variants to

products
Product and SKUs your POS
season, promotions, and
more
based on vendor, price, and
inventory quantities
variants like size, color, or
materials
Assign each product its own
price, SKU,
products areand weightor
received
transferred
wherever elsebetween stores
you store
stock
 Staff management scheduling
bookkeeping capabilities
store associate’s transaction, and average
performance transaction value

Customer management records

where and what theythey
when bough
bought
itthe total value of that
transaction
who bought it

1. List your business CHOOSING POS

activities
2. Consider the data you
need
3. Know which payment
types youout
4. Figure want to accept
what POS
hardware
systems you need

CASH FLOW MANAGEMENT

inflow and outflow of cash
within a business.
Inflow sales
interest earned on
investments
credits paid to the company
website maintenance and
Outflow expenses hosting
inventory purchasing
rent
shipping fees
at a glance and dive deeper
Statament where
period needed.
may be a week or a
month.
Cash flow is shown on the
Cash flow cash flow
income statementor profit
statement,
Profitability and loss (P&L) statement.

ssing from Income Statement Debt repayment

Equipment payments
Taxes
Cash received
 4 STEPS
Step 1: Forecast expenses rent
salary
advertisements
software fees
loan repayments

Step 2: Forecast revenue guaranteed revenue

Step 3: Plug in your data

Step 4: Update your
projection spreadsheet

TOOLS
Google Sheets
Tesorio
Kolleno
Jirav
Causal

IMPROVE CASH FLOW

1. Focus on inventory control
2. Send
3. Lease,out
don’t
andbuy
pay invoices
right away
4. Look for alternative
revenue
5. Checkstreams
if suppliers offer
early
6. Usepay discounts
a high-interest
savings account

CASH FLOW PROJECTION

general cost increases, and
Step 1: wage increases.
changes, and economic
Step 2 factors.
loan proceeds, royalties, or
Step 3: equity contributions.
asset purchases, and loan
Step 4 repayments.
give you a better idea of
Step 5 what your cash position is.

BOOKEEPING
Integrate your store with
accounting software
Configure tax
Reconcile yourrules
account
regularly
Manage returns and
chargebacks
Keep track of other expenses
Automate the workflow
Identify where you have
Sales tax nexus
Determine which products
are taxable
Register your business
Collect sales tax
File a return

Inventory First in, first out (FIFO)

Average cost valuation
Purchases) – Ending
COGS inventory = COGS
deductible business
Payment fees expense.
processing fees) = Gross
profit

Financial Statement Cash flow statement

Income statement
Balance sheet
Return Management
https://www.shopify.com/uk/blog/return-policy
https://www.shopify.com/uk/blog/returns-management

Inventory Managament:
https://www.shopify.com/retail/abc-analysis
https://www.shopify.com/retail/ending-inventory
https://www.extensiv.com/blog/inventory-management/shopify
https://help.shopify.com/en/manual/products/inventory/getting-started-with-inventory
https://www.shopify.com/retail/inventory-management

Order Management
https://www.shopify.com/retail/point-of-sale-system
https://www.shopify.com/retail/best-pos-system

Shipping Managaement
https://www.shopify.com/uk/blog/shipping-policy

Cash Flow Managament

https://www.shopify.com/uk/blog/cash-flow-management
https://www.shopify.com/uk/blog/what-is-financial-statement
 RETURN POLICY

https://www.shopify.com/uk/blog/ecommerce-laws

SHIPPING POLICY