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E-Business

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Submitted By tbartley21
Words 3549
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Task 1:

A. Develop a proposal for an online business expansion in which you do the following:

1. Discuss how the business or service that the business offers will be viable in an online environment.

The business is a residential care group home for seniors. The Fisher House provides lodging, meals, medications, assistance with daily living, 24 hour staff supervision, and medical services. They are currently listed on the internet under the Family Services Association incorrectly as a United Methodist Home and as a licensed facility with a Place for Mom.

The demand for residential care facilities for senior has increased because of the strict requirements that a senior must meet the standards so they can get approval from Medicaid. Medicaid will pay for residential health care facility which is also called a nursing home. They will not pay for residential care group homes, also known as a Class “C” boarding home. Seniors are living longer and is segment of the population is called “baby boomers” and they are starting to enter the senior housing market. The baby boomers are a large population and will be receiving social security and pensions in large numbers. This group will need caregivers. Because of the strict Medicaid regulations and the cost of other living arrangements for seniors the boomers will be looking for affordable high quality supervised housing. The Fisher House is an excellent alternative for affordable living with great services.

The business will do very well by advertising on the internet. They will be able to reach across states lines to seek out potential clients. At the same time, the internet will be able give potential clients a tour without them leaving their home.
They will be able to apply online for housing, obtain information about fees and services. Based on the application, they will know if they pre-approved within minutes.

2. Assess the current online competition for the business product or service.

Assisted living facilities, low income housing for seniors (apartments) and other class “C” boarding homes are competitors. These facilities are numerous on the internet. Some show pictures of their facilities.

The Fisher House provides housing for seniors 55 and over. All meals, air conditioned rooms, cable T.V, safety (pull down fire alarm system, fire sprinkler system) 24 hour camera surveillance system, medication supervision, medical services, and local transportation, laundry/ cleaning service and 24 hour staff supervision. Clients can rent a shared room or a private room. The Fisher House is priced to fit all incomes. ($900.00 - $2,500 per month) If a client needs extra help for more than two weeks they will be transferred to their long term care division. (Nursing home)

Assisted living facilities – Assisted living facilities are required to provide all meals, 24 hour supervision, daily activities, but can charge extra for cable T.V. service, medication supervision, telephone service, and rental fees are expensive. Most charge a one - time community fee of $1,500. This fee is nonrefundable and is not applied to the monthly rental fees ($3,600 - $6,000 per month) All rental fees are private pay.

Current Online Competitors:

(1) Bright View’s has an inviting website which has a broad range of activities, services, and care which make this business a very competitive one. As we look at this website and examine its current online competitors would be very favorable to any visitor that comes across their website. The current online competitors they use are as follows:

The first, current online competitor is International consideration that is language which will make it more inviting the foreign customers. On their website they have a language button they can choose to look at the webpage in the language of their choice. Also this website thinks about the culture and doesn’t have anything offensive on its website. This website also has business climate that is made accessible to visitors who visit the website.

The second, current online competitor is CRM (customer relationship management) is great when it comes to accessing live chat sessions that are available on this site. Bright View’s website features an Click Desk Live Support option so the visitors decides he or she wants to find out more about it they can click on that option and chat with a live representative. Talking to a live representative is a vital part of customer relationship management software for their business.

The third, current online competitor is E-commerce is another important feature that Bright View has to offer on its site. They have various options so customers can make a payment online. These payment methods are PayPal and credit card payment methods so that their clients can pay online. These buttons allow you to either pay by PayPal or Credit Card. The site also has a shopping cart and checkout buttons that make paying online an easier way of doing business with Bright View.

Bright View’s positive and negative aspects which are:

One positive aspect of this company are that they have international consideration for the international market which allows foreign countries to access this website in the language of their choosing. CRM they have Click Desk which is a live chat session option which allows visitors who are interested in this company to find out more by talking to a live customer service representative. And they have exceptional E-Commerce which allows the customer to pay online for rent and any other services or fees that the resident has to pay monthly for.

One negative aspect of this business is that sometimes the international consideration doesn’t always work and not accessible without a fee. There CRM is down most of the time and it can only be accessed at certain times. They don’t provide live 24/7 online chat support like some other assistant living facility websites have. Also, the E-commerce that they have requires you to pay an extra fees for paying for any rent or services provided by Bright View.

(2) Masonic Home of NJ is a website that has a lot information about the various care options and services that they have to offer. They have a unique set of activities and classes that residents can take that makes them different than any other assistant living facility. Having all of these different activities, classes, care, and services makes Masonic Home of NJ a fierce online competitor. When we take a look at this website and the current online competitors it has makes this website stand out from the other assistant living facilities. Current online competitors are:

The first, current online competitor is International consideration language will draw visitors that speak a variety of languages to this website. Masonic Home Of NJ has a language option so visitors can select the language that they speak so they can understand what they are reading on the website. Also this website considers culture because they do not have offensive content, images, or language on the website. This website’s business climate can be visited and view for customer wanting for find out the financial information of Masonic Home of NJ.

The second, current online competitor is CRM (customer relationship management) is great when it comes to accessing live chat sessions that are available on this site. Masonic Home of NJ’s website features a Click Desk Live Support option if the customers wants to know more about this company they can click on the live chat support button and start a chat session so they can talk to an agent. Having a live chat session with a live agent will help the visitor find out more information about the company. Live support services play a big role in customer relationship management software for this assistant living facility website.

The third, current online competitor is E-commerce that is a great option that the Masonic Home of NJ offers on the website. There are different online payment methods which are very convent. These payment methods are PayPal and credit card payment options so that residents can pay for care and services online. The shopping cart and checkout buttons allow them to pay online by using PayPal or by Credit Card. These buttons allow you to either pay by PayPal or Credit Card. By doing this paying online is a good way that the Masonic Home of NJ can generate traffic on the website.

Masonic Home Of NJ’s positive and negative aspects are:

One positive aspect of this company are that they have international consideration for the foreign customers that want to visit the site can choose the language feature in order to choose the language that they speak. For the CRM Click Desk is the live software that enables live chat sessions to start so that visitors can get more information about the business. The E-Commerce services that are provided are very convent way for resident paying their bills online.

One negative aspect of this business is that sometimes the international consideration of language is not supported by all internet browsers. The CRM has limited connectivity and download problems on various computer systems. When chat sessions begin questions are not answered accurately and quickly and can sometimes become a waste a time. Also, the E-commerce is not available for online payments it is only available if donations are received by visitors who want to make an online donation. They are able to access E-Commerce payment methods so that they can make a donation to Masonic Home of NJ which is a non-profit organization.

3 Develop three to five online strategies directed at your target audience.

Provide a video tour by using the internet web camera or Skype and show all available rooms for rent

A. The target audience is limited. The video internet tour would be available for potential clients that are 55 years old and up. No matter where they currently live, they would be able to tour The Fisher House from the comfort of their homes. The tour would show the size of the available rooms. By video internet touring The Fisher House, they would be able to decide if they wanted to receive more information.

The average age of the target audience is 68 years old (male or female) and they have many problems that make it impossible for the seniors to live by themselves. The total income of the target audience is $1200.00 to $2,800 per month. The income falls within the range of fees charged by The Fisher House. (Shared room starting at $900.00, private starting at $2,000.00 per month) Target audience problems consist of help with bathing, diabetic management, medication supervision, and memory issues. In almost all cases, the senior will have a family member working the internet, looking for affordable residential care group homes, like The Fisher House, for their loved ones.

This group does not qualify for any government housing programs because their incomes are too high and the lack of the need for skilled nursing care. (Nursing home) Therefore, the Fisher House was created to provide alternative living arrangements for this target audience who need the Fisher House services. Using the internet to tour and inform the target audience family members who are searching the internet for senior housing, will give the Fisher House greater access across state lines and foreign counties. The Fisher House enhancement of its internet presence will allow the business to be extremely aggressive and reach a greater number of its target audience, in this loaded market of competitors.

The Fisher House provides services that are allowed by state guidelines that fits the needs of the target audience. This business satisfies all their needs at affordable prices. What really sets the Fisher House apart from competitors is that it is a small facility of only fifteen clients. It is a home that the seniors can call home. It has all the characteristic of living in your own home without being alone. The residents of the Fisher House all become good friends which is hard to find as seniors get older. Many of the competitor’s facilities are large, in some cases over 250 residents. In the competitor’s facilities, the residents are just a number, instead of living in a home where the residents become your friends. The internet will allow the Fisher House to convey this message to the family researcher who is searching the internet for the best housing arrangements for their love ones.

By enhancing the Fisher House presence on the internet the target audience will be able to cut down on the amount of time it takes to tour a facility. The family researcher who is doing the internet searching can take a video internet tour of the Fisher House and see all available rooms for rent without leaving their home. This video tour will save the family researcher valuable time. The family researcher will find the Fisher House web site family friendly and easy to use. It will provide all information needed to make a decision. Information, such as, what is included in the lease, cost of leasing, and an application that provides for a discount if you apply on line. The Fisher House web site will make the family researcher experience worthwhile because they will feel good about what they discovered by clicking onto this web site. The web site is easy to use and the information is targeted to this special group without any surprises like cost of leasing.

B. Provide a list of all benefits and features

The target audience would be given a listing of what the lease would include. It would also separate the cost of a shared room and private room. The benefits and features would be tailored to the needs of the target audience. A benefit that would be listed on the internet would be the Fisher House is a home that can be called home. Another benefit that separates the Fisher House from other competitors is that is a small facility with a capacity of 15 residents. A feature would be that you could lease a shared room or private room. Another feature would be the price is affordable and the services are targeted to fit the resident. Also, if adjustments in services are needed for the potential client, they could be made with little or no cost to the client. Next, because it is small facility and most of the competitors are larger facilities with over 250 residents, it is the perfect home for a client who wants to receive good personal care and services. On the other hand, in a large facility you are just a number and personal care and services are poor.

This strategy benefits the business by showing how being a small facility provides better service at affordable cost. On the other hand, customer can feel with confidence that they have received honest and good information about the Fisher House without spending time visiting the facility to understand what they would receive for their leasing fee.

C. Provide an application with pricing options listed

The application would include questions that would provide information that would be used in order for The Fisher House to provide exceptional services to target audience without invading their private life. The application would list two pricing options with no hidden extra cost. (Shared or private room) This application could be completed no matter where the clients lives. Even if the target audience lived outside of the United States they would not be at a disadvantage because of distance.

This strategy would benefit the Fisher House because it would cut down on paper work and cost. Mailing out an application is time consuming and the cost of postage can become expensive for the Fisher House if a researcher is just looking. Even if the family researcher is just looking, filling out an application on line will provide the business with a mailing list for future solicitations and information. This mailing list could be used for such things as the open house events.

This strategy would benefit the family researcher because after taking a video web internet tour of the Fisher House the family researcher would know if they wanted to proceed on for other available information that was on the web site. If the family researcher is pleased with the tour, without a long drawn out process, they could complete the application. Completing application on line would also save them time and money because they would be able to complete everything from their home without spending any money. Even if they are just looking they would be able to save all the information and put in their tab called “favorites” for future reference.

D. The discount on the application fee is applied on line

The application fee of $150.00 which would be reduced to $75.00 or 50% discount if family researcher applies on line. If applied on line, this fee would be deducted from the clients first month rent the fee is nonrefundable if they do not sign a lease.
By offering an application discount, vacancies can be filled quicker. The turnaround time without the discount is 6 to 8 weeks. With the discount the Fisher House is hoping the turnaround time will be cut in half. The fee can be submitted by sending a check through their bank’s online bank system, Pay Pal, credit card / debit card, or sending a check through the mail. Whatever way the discounted fee is paid, the incoming funds would help offset other daily expenses of the Fisher House. Mainly, because is a nonrefundable fee.

Taking advantage of the application discount fee, everyone wins. In this situation, the family researcher can feel confident that they got a good deal and the room is reserved for their family member. The money saved can be used for other expense since the first month rent is being reduced by the discounted application fee. If the application is not submitted by internet, then the full amount of $150.00 is due when the application is mailed. By allowing the discount, the target audiences like most groups are always looking for a bargain that would save them money.

4. Discuss two or three ways that you will use social media tools to expand your Business’ web presence

1. Face book – the target audience family researcher will be able to view: (Target audience 55 and up)

Create an advertisement of The Fisher House that discusses the benefits and features of the services that are offered at The Fisher House with pricing options. All ages are using face book, it is a very easy way to stay in touch with family and friends. It has become very important for all business to use social media outlets to gain access to their target audience faster, with real time information, and cheaper.

With face book the location of the target audience is not an issue or a problem. Being located out of state or in a foreign county does not interrupt the use of face book. The family researcher and the potential client can view the advertisement together and decide if they want to explore the web site for additional information.

Making an advertisement about the Fisher House on face book will show the family researcher that we are serious about our commitment of affordable housing for seniors who need our services. At the same time, we are aggressively seeking their business.

On the other hand the target audience will be able view comments, download the web site, and save valuable information for future references.

2. Skype – the target audience 55 years old and up

Skype has become very popular among, all ages, especially the older segment. They can see their grandchildren and talk with them with leaving home. The cost is free. This is one of the reasons that Skype is a good pick of social media for the Fisher House.

The target audience can take a video internet tour of the Fisher House and see all the vacancies available with measurement sizes of each room. This will allow them to understand how much furniture and clothing they can bring with them. At the same time, they can talk with the intake person face to face and get real time feedback information about the Fisher House.
The target audience can ask for references from seniors that are currently living at The Fisher House and talk to them through Skype. If the target audience is currently living out of state or in another country they will be able to be interviewed and tour The Fisher House with the use of this social media.

A decision to move into The Fisher House can be made quickly and without complicated paper work which is always a plus to the consumer. Skype will enhance The Fisher House web presence and show the commitment that is being made by the Fisher House management: to provide exceptional service and affordable housing for senior.

References

Bright View. (2013). Seniors For Living Retrieved from http:www.seniorforliving.com[->0]

Masonic Home of NJ. (2013) Masonic Home of NJ Retrieved from http://www.njmasonic.org. [->1]Home

[->0] - http://www.seniorforliving.com/%22%20%5Ct%20%22_blank
[->1] - http://www.njmasonic.org/%22%20%5Ct%20%22_blank

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