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Well Read Books Website Proposal

Well Read Books is a small family owned and operated new and used bookstore. Established in 1995, Well Read is located in a small close-knit community. It has a small loyal customer base that appreciates older books no longer in print along with the more contemporary books. With a huge variety of genres, Well Read caters to all readers young and old alike.

Well Read realizes an online storefront is an excellent opportunity to grow the business, increase the customer base, and to expand its ability to meet the customers need for accessibility to excellent reading material. By expanding online, there are larger competitors to consider, however, by keeping the inventory to used books, and older out of print material, Well Read is certain to have success in the online market.

Well Read recognizes the larger online sellers, such as Amazon and Barnes & Noble have more access to publishing companies. These Big Name stores are not the true competition. Three similar stores offer similar shopping experiences as Well Read. Lots O’Books, Read It Again, and Read More are all small community based brick and mortar stores that have an online sales outlet. All three sellers have similar stock and customer base size.

Lots O’Books has been in business 10 years with an online store for 2 years. They specialize in Historical Romance and children’s books. Their pricing structure is 75% of publisher price with a flat shipping fee that increases incrementally based on total purchased. Their customer satisfaction rating is 89% for ease of site use, and quality of merchandise. The 11% dissatisfaction rating is due to a lack of genre variety.

Read It Again has been in business for 8 years with an online store for 3 years. They specialize in nonfiction history, science fiction, and children’s books. Their pricing structure is 88% of publisher price and offer to ship via USPS or UPS with no markup for shipping. They have an 85% customer satisfaction rating for ease of site use and quality of merchandise. The 15% dissatisfaction based on lack of selection, cost of merchandise, and slow shipping and delivery.

Read More offers limited selection across all genres, they list what they have, and it is hit or miss if the customer finds what they are looking for. Read More sells its books at 95% of publisher price. Their shipping rates are a percentage of order total plus a minimum shipping charge of $5.95. Read More has a low 70% satisfaction rating from their customers due to a lack of selection, higher cost of merchandise, and lack of site support.
Well Read is located in a small desert community. The main employer is a Naval Base. The next largest employer is the Public School District, followed by the Community Hospital as the third largest employer. Well Read Books Stores customer base consists of highly educated individuals. Well Read attempts to keep all genres of reading material available for these individuals, everything from engineering texts, to educational material, medical journals, to material for pleasure and fun. With such a plethora of professionals in the community, Well Read enjoys meeting the sometimes-challenging needs of such individuals.

Well Read has three large customer bases that they intend to target. First, the Engineers, Physicists, and Scientists employed by the Naval Base are an excellent target market. By stocking material related to the sciences, as well as intellectual magazines in the same genre, this customer base is kept satisfied, and coming back for more.

Next, the Educational Professionals, with eleven public schools and one community college, there is no lack of Educators in this community. Well Read caters to this target market by keeping in stock the latest journals, texts, and suggested reading material for the Educators and their students.

Finally, the Medical Professionals enjoy being able to purchase medical journals, textbooks, and magazines that provide doctors with the latest information to practice medicine.

Well Read is equally targeting is the reading material all individuals want to read. The books read for pleasure, to relax with, to escape from the daily grind. Well Read provides a wide variety of books for the professional, but it also provides a huge selection of the fiction, romance, science fiction, fantasy, and easy reading for youngsters.

Marketing Well Read to the target customers will include launching an interactive website. This website will be set up using a host server. Well Read will use prefabricated design that allows for customization. The website will allow customers to browse the inventory on hand and request special orders. The shopping cart will allow for dream lists. Dream Listing allows a customer to select merchandise for later purchase. Dream Listing will also allow the customer to send the list to themselves or another person or persons to allow for gift giving. The typical shopping cart service will allow for online payment by credit card. Well Read’s current bank will process the online credit card payment at no additional charge since credit card purchases are a part of the in store process as well.

To announce the website launch to the current customers as well as potential new customers, Well Read will use in store flyers, mass email notification, and post cards. In addition, Well Read will setup a Facebook page, a Twitter account, and a blog.

Facebook is the social site for keeping in touch with friends, family, acquaintances, and celebrities. By setting up a Facebook page, Well Read will be able to post about new merchandise received, announce sales, and practice customer appreciation by drawing the customer of the week.

Twitter will allow customers to follow Well Read’s latest quote of the day, receive sales information, as well as the latest book signing.

Setting up a blog will enable customers to read about some of the zany experiences of the business; for example, the latest book to arrive, or the author that came in for a book-signing event. Customers will be able to see pictures of the store, staff, and community in which Well Read is located.

With the highly educated population where Well Read is located, the use of the latest technology and social media sites is an excellent match. The customer benefits by getting the latest information about their favorite store that carries their favorite reading material and Well Read benefits by the increase in sales, both off and online.

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