Chapter Four – Plan Your Work, Work Your Plan

 Now that Ken has identified his overall budget for building his business web site, he is ready to start developing the Project Plan. Actually, Ken would just as soon skip the planning and jump into building the web pages. That is the fun part where you get to see results. But, Ken also knows that you can’t make up for lack of planning.

The first step in the planning phase is to define a clear purpose for the web site – something that is simple, realistic, and achievable. Ken starts with the simple purpose statement – To drive more sales. He thought that was pretty simple, realistic, and achievable. But in talking with Dan, he realized that it was way to general, he needed to be more specific. He worked on the definition some more and finally came up with the following purpose statement.

Using this web site, the user can:

• Learn about the benefits of custom golf clubs, such as possibly shaving ten strokes off of your 18 hole score and getting quality golf clubs at 40% less than the cost at retail prices.

• Establishing a sense of trust in Ken’s business by seeing what others have to say about Ken’s products and his passion for golf and helping other improve their game.

• Learn about the various products that Ken’s Custom Golf Clubs has to offer.

• Find out how to contact Ken with orders or questions.

The next step is to describe his target audience – that is the wants and needs of people that will be using his web site and ordering his products.