Strategic Audit

Summary
1.Success Criteria

2.Audit

3.Recommendation

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 Summary
1. Success Criteria

2. Audit

3. Recommendation

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Definition

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 Summary
1. Success Criteria

2. Audit

3. Recommendation

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2.1 Audit Perimeter

Company

Web
site

Environment

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2.2 Environment
a) Who are the customers?
 Segmentation? Number? Trends?
Demand?…
b) Who are the prescribers and
influencers?
 Social Networks? Blogs ? Web Sites?
Forums?…
c) Who are the suppliers?
d) Who are the distributors?
e) Who are the competitors? 7
2.2 Environment
Opportunities Threats

? ?

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2.3 Company
a) What is the strategy?

b) What is the equity structure?

c) What is the financial situation?

 Turnover? Gross Margin? Bottom-line?
Working Capital? Cash flow? Burn rate ?
…

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2.3 Company
a) Who are the people?
 Organization? Number? Profile?
Culture? Background?…
b) What is the infrastructure?
 Offices? Equipment?…
c) What is the communication
strategy?
 Blog? PR ? Product placement ?…
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2.3 Company
Strengths Weaknesses

? ?

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2.4 Web Site
a) E-commerce
 Sales? Average spending? Items per order?
Conversion rate?…
 Animation scheme?
b) Products
 Best sales? Most popular categories? Number
of references? 80/20?…
 Largest suppliers? Exclusivity?…
c) Logistics
 Breakdowns? Lead time? Rotation? …
d) Customers
 Order processing? E-mail database ? Loyalty
card? Weight vs total turnover?…
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2.4 Web site
a) User Interface
 Critical pages performance?
b) Partnerships?
c) Traffic
 Unique Visitors? New vs. old visits?
Bounce rate? Traffic sources?
 Acquisition strategy (shop bots, PPC,
SEO, affiliate marketing…) ?

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2.4 Web Site
Strengths Weaknesses

? ?

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 Summary
1. Success Criteria

2. Audit

3. Recommendation

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3.1 Summary

Strengths Weaknesses

Opportunities Threats

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3.2 Strategy
Definition
?
Strategic axis
1.?
2.?
3.?
4.?

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Thanks !

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