Besides this strategy map that we have created, we also came up with critical key success factors that will eventually determine whether our website will become populair or not.
When writing reviews about restaurants, we have to keep in mind that our target audience will be much more likely to visit our website when we involve them in the process of choosing a restaurant. That is also a goal for us by week 4/5, when we already have developed some content.
The desired end result will be that we create awareness, a wide reach within our target group and that the number of retention is at least 25%.
The critical factors for succes for us are:
– A clear structure of our website with the focus on easy navigation between pages.
– Nice images (high clearance) with both photos of the food as well as the entourage.
– Creating content that will create value for our target audience.
– Give our target audience reason to come back (retention).
– Get customer insights with the help of Google Analytics.
– Do research on keywords (do people look for reviews or for recensies).
– Try to have a similar tone-of-voice in every post.
– Compare our website with relating sites.
– Test with different amount of words for every post.
Furthermore, next week we will launch our first review (TEDS Utrecht) and we go out to Metro City Kitchen for our second review.
In order to establish the 4 C’s of our project we asked the people around us what they would like to see and expect to see from us.
Clients: The main thing visitors expect to get from our website is our very own and honest experience. On top of that, it is important to them to be able to get in touch with us in an easy and fast way if they have certain questions about a restaurant they have seen on our website. Also, we want our customers to be very involved in our website that is why it is of very high importance that getting in touch with us must be easy and fast.
Costs: In order to satisfy our visitors we will have to eat at restaurants, which is going to cost us money. However, we have already made agreements about visiting restaurants which means we already know that we will have to put some money aside on a weekly basis. This will help us to write more reviews within the short amount of time we have. At the moment we do not want to make our customers pay for the reviews, this might an option in the future when we are well-known. Anyway, for now our website will be entirely free.
Communications: We will communicate with our customers on a regular basis this can be done through our social media accounts; Facebook, twitter and instagram. Nonetheless, the website will remain the main communication method as we will be posting everything on here. Making people aware that we have posted a new review will be done through social media. For now, we aim to post a review at least once a week and hope to expand this in a couple of weeks to a few times more.
Covenience: Our website is accessible everywhere, when you are on the go or only have 5 minutes left to pick a restaurant. That is exactly what makes us handy and convenient for our visitors. Our website has a desktop, mobile and tablet version and we will make sure that each one looks appealing and easy to get through. Besides, as mentioned in the deliverables of week 1, when we gain more attention we aim to add discount codes on our website and to start competitions for visitors with the reward of a free dinner at a restaurant. Thus, visitors might end up visiting the website for discount codes and the competitions as well.
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