Papa Steve’s No Junk Raw Protein Bars are all natural, handmade, locally sourced, and a lot of the ingredients are organic. “Everything is all manual, so we can only make so many in a given week because we make them every Tuesday, and then we ship them every Wednesday and Thursday,” said CEO/Founder Steven Diebold.
The company is based in Culver City, California, and many of its customers purchase from area Whole Foods Market, Gold’s Gym, Albertsons and other local retailers.
But, thanks to the power of the internet, Diebold also has customers throughout the U.S. and Canada. He launched the company’s website in 2011, and since then has sold to a wide range of customers interested in fresh, wholesome food made without preservatives — from runners to diabetics to stay-at-home moms.
Although the site is working and converting, Diebold knows he is leaving money on the table because the website in not communicating his products’ unique value proposition well. He also knows the website isn’t effectively sequencing communication to the customer, and that the customer order experience is poor.
Because he is making money from the site, he is concerned that if he does something wrong in the redesign, he could inadvertently decrease conversion. He isn’t sure what changes to make, partly because he can’t make sense of the data. “Analysis is what I really need. I am unable to really understand what is happening on the site through Google Analytics or through just looking at all the data. I am not able to understand it in a simple way.”
Diebold is also facing rising costs from selling through Amazon, so selling through his own website becomes even more important to him. “Cost of sales is excruciating,” he said. It skyrocketed from 20% to 70% through Amazon over the course of three months.
For this project you are asked to analyze three different steps that could possibly help Diebold.
Step 1: Based on Data Analysis we know the following:
- It was discovered that 10% of current traffic is coming from Pinterest.
- It was also discovered that traffic coming from Google Product Listing Ads (PLA) underperformed organic and direct traffic.
- A tracking issue was also discovered that caused the clickthrough rate (CTR) for the final steps to be overinflated, likely caused by PayPal users and/or return users who skipped some steps.
Based on the data analysis work out the following:
• Form a strategy based on the analysis results that would increase purchases from Diebold’s website.
Step 2: Build an ROI channel model.
• Explain what an ROI channel model is and how it can help Diebold
Step 3: Discover and communicate a unique value proposition
• Define and explain what a unique value proposition is and what it can do for Diebold.
Prepare a presentation for Diebold where you address the three steps in detail. Use your textbook and the supplemental reading for reference; you can also use the online library LIRN for additional sources (do not use websites such as Wikipedia, Investopedia, or websites without an author). Any sources used must be peer reviewed and credible.
The presentation should contain the following:
Part 1 – PowerPoint Presentation (100 points):
Overview – use this slide as an index as to what you are about to present
Introduce the company (Diebold) briefly
At least one slide per step
Reference slide (make sure everything is properly formatted – it is best to do this in word and then copy it to the slide)
? The minimum number of slides is 7.
? Each slide should contain written information in the “notes” section if you do not record your presentation.
? The slides themselves should only contain key words – no sentences!
Part 2 – Word document with notes for your slides (25 points):
Even if you included your notes in the presentation (if you did not record it), you must compile those notes and submit them as a Word document in the designated area in Moodle. This is worth 25 points, so please make sure you follow instructions.