The Business Plan 191The chart below summarizes the discussion.Marketing
Concept and Orientation. Babyyourway.com’s Core Purpose is to increase family bonding
through the creation of personalized keepsakes. We will do this by making the selling and cre-
ation of customized merchandise fun for us and our customers. Customers will log onto our site
and be pleasantly surprised by the choices available to create and purchase a truly unique gift for
the special children in their lives. While our products will be unique, they will also be affordable
since the physical materials (bibs, onesies, and tees) are readily available and inexpensive. What
will truly differentiate Babyyourway.com’s products is the bottomless inventory of digital images,
logos, pictures, etc., that customers can use because of our unique digital printing technology.
Our superior offerings and our dedication to service combined with our relentless marketing
efforts will make Babyyourway.com the destination of choice for online shoppers who want to
purchase a truly special gift for their special little ones.
Market-Driven Approach. As stated in our Core Values, we will be flexible at all times in meet-
ing consumers’ unique and changing needs and desires. The principals of this company have vast
experience in implementing a market-driven marketing approach. Key to this approach is an
“outside-in” angle that relies on input and feedback from customers and abandoned site visitors
(those that shop but don’t purchase) to continuously improve any and all of our offerings. This
market-driven approach applies to all of our internal processes as well, since only by sharpening
all skills that touch the customer experience will we truly be capable of delivering the world-class
service that will differentiate us from our competitors. We will rely on focus groups, online sur-
veys, and various other market research methods to ensure that the voice of the customer is the
guiding force in all that we do. We strongly believe that a market-driven approach will best posi-
R&D Effort
0%
10%
20%
30%
40%
50%
60%
70%
12 345
Year% of Effort% Process
Improvement
% Ink , E ffec t s , and
Raw Materials
% New Technology