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In all small businesses and Not-For-Profit organisations, there will be as many different strategies as there are organisations venturing online – and many different technologies to support them. In Table 1 below, and in Part 2, are some suggestions of components that may be included in your strategy; watch the video case studies to get further ideas. You may also need to do research using on- and off-line sources to augment the list for your particular organisation. In this instance, we've decided to use the Arts, Recreation and Education sectors as examples, but you can apply this exercise to your own industry. 

Table 1: Example Elements for Your Online Strategy

Strategic Areas Description Technology Arts Sector Recreation Sector Education Sector
General Information Vision & Purpose
What we do
Location & Contact
 Website
Email Newsletters
N/A N/A N/A
Promotion Advertising Campaign        Conferences Media & Publicity Social Media
Google Adwords
Search Engine Optimisation (SEO)
Music Specific:
Sound Cloud
Tune Core
City Baby
Spotify 
Sports-specific:
Photos and Videos promoting the runners, & volunteers 
Skype & Video Conferencing
Revenue Raising  Grants
Members
Crowdfunding
Donations
Sponsors
Online Application
Online Registration
Kickstarter, Pozible, Indiegogo
Direct PayPal
Online Presence 
Music Specific:
Free Album for those who pledge money 
Sports Specific:
Give sponsors their own customisable webpage 
 
Registration  Membership Website form, Email confirmation
Database/CRM*
Permission for Email Newsletters Health Questions e Form Record interest in which course 
Product Sales and/or Services Product Sales and/or Services Descriptions, Prices and Availability
Payment
Shipping
eCommerce Website (cart)
PayPal
Tracked Parcels
Free giveaways on social media  
CDs, Albums, Singles, Autographed Merchandise    T-Shirts, Sporting Equipment, Uniforms  Courses
Tuition
Textbooks 

* Customer Relationship Management


Return to the 'Establish Goals and Objectives'   Continue to 'Execute Your Strategy'