|
Thursday, July 20, 2006
Toral: A million in three weeks
By Janette Toral
Digital Filipino
Did you know that a company that recently launched its e-commerce website last month made P1 million in three months? That is South East Asian Airlines or SEAIR (http://www.flyseair.com).
As a trainer, the greatest fulfillment or satisfaction is seeing those that you’ve trained, or extended consultancy services to, greatly improve their products and services. This is especially true when you accept the fact that what you give is a miniscule factor to their success. The rest relies on their passion and determination to make it happen.
I must admit that I felt frustrated when giving those trainings as the pickup or participation were often very small. Only now did I realize that those who joined were people who possessed extraordinary qualities, as nearly half of them pursued their e-commerce initiatives and launched their respective site from companies selling locally made uninterruptible power supply, batteries, karaoke microphones, gifts, flowers, real estate, airline tickets and wedding registry, among others.
Should I decide to come up with the 3rd edition of my e-commerce book this year, I will have more than the usual number of case studies.
Those who succeeded in their e-commerce endeavors have recognized that building an online store is a learning process. It also needs top level support, buying from different departments of the company or enterprise, and willingness to challenge the current business model to meet the needs of the online market.
In my discussion with students and club members, the common fear of partners and existing channels is that online enterprises will kill existing businesses. I agree, especially if existing businesses don’t evolve. However, offline markets are completely different from the online.
Take airline tickets, for instance, I know people who still like to go through the traditional medium because of the comfort derived from the knowledge that with one phone call, their tickets will be prepared and arranged for delivery. It provides a certain sense of importance in stature. Of course, some enjoy friendlier payment terms too.
Those who buy online tend to be the do-it-yourself person, self-organized, frugal and maybe, even secretive. Perhaps, this is also the reason they tend to be more demanding on the organization’s quality of customer service.
This indicates that traditional markets will still remain but the service provider has to evolve, in terms of providing that customer experience.
This is also the reason online shopping sites are becoming a hit because I don’t think there’s any brick and mortar store that offers a delivery service. Only the online shopping sites provide this now.
As a result, those who intend to surprise a special someone with a well-packaged delivered gift, order online and are even willing to pay a premium for it.
In our hobby shopping site (http://ww.yossn.com/digitalfilipino) last week, a lady just did that for a loved one. I could just imagine the reaction of her fiancé when the gift was delivered.
Like any other traditional business, successful online enterprise requires understanding of the culture of Filipino online shoppers. Once you have it, compete, take advantage of your strength, and build on it.
For Bisaya stories from Cebu. Click here. (July 20, 2006 issue)
Write letter to the editor.Click here.
Join the Sun.Star message board.Click here.
|
|
[return to top]
[home]
[network page]
|
LOCAL NEWS
BUSINESS
OPINION
SPORTS
LIFESTYLE
FEATURE
SUPERBALITA
WEEKEND
|
