E-Business Roadmap for a Prototype Company: Marketing and Strategy

This report outlines an e-business roadmap for a prototype company designed to address the issue of wireless device interference, a common problem with Bluetooth and Wi-Fi devices. The report begins with a company prototype idea, followed by the e-business roadmap, which includes vision, scale, objectives, target market analysis (demographic and psychographic segmentation), and ethical considerations. The rationale for the company's existence is presented, emphasizing the undeniable evidence of interference issues and the proposed innovative device as a solution. The report also details the ideal matrix organizational structure, e-commerce trends incorporating machine learning for customer support, and integration strategies involving both traditional and e-business marketing channels like social media and print ads. Finally, the report concludes with references, highlighting the practical application of e-business principles in a real-world scenario. The company's objectives include social media growth, search engine optimization, and website development to communicate the value proposition of its product.

Running head: E-BUSINESS ROADMAP
E-Business Roadmap
Name of the Student
Name of the University
Author Notes:

1E-BUSINESS ROADMAP
Table of Contents
Company prototype Idea............................................................................................................2
The E-Business Roadmap......................................................................................................3
Vision and Scale.....................................................................................................................3
E-business Objectives............................................................................................................3
Target market and customer segment....................................................................................4
Ethical and security issues.....................................................................................................4
Rationale................................................................................................................................5
Ideal Organisational Structure................................................................................................5
E-Commerce trends................................................................................................................6
Integration..............................................................................................................................6
Summary....................................................................................................................................6
REFERENCES...........................................................................................................................7

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Company prototype Idea
The popularity of wireless devices and wireless connectivity option have given rise to
demand of various forms of wireless devices. Wi-Fi and Bluetooth are two mediums that are
being used extensively (Liu et al., 2016). The Bluetooth devices perform effectively if they
are using cellular data. However, it has been found that when Bluetooth devices such as
Bluetooth speakers and Bluetooth earphones are being coupled with Wi-Fi, there are
hindrances faced in the smooth functionality of the same (Lin, Talty & Tonguz, 2013). It has
been found that the speed of streaming, games, movies, videos or music fall considerably on
numerous occasion when the Bluetooth devices are using Wi-Fi. This issue is known as
“Interference” which is a common in the present day scenario.
Figure: Frequency Interference
Both the Wi-Fi and Bluetooth uses radio frequencies that are of the similar wave
length and thus, the interference (Paschos et al., 2016). Thus, there has been development of
an idea regarding the same which has resulted in the development of a rationale concerned
with the pitching of the idea that communicates the rationale of the development of a device

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that solves the problem. The following section will present the business roadmap that
presents e-marketing tactics to communicate the value proposition of the product.
The E-Business Roadmap
Vision and Scale
The idea regarding the development of the rationale of the company is to help users of
wireless devices to reduce the problems that are associated with the wireless interference.
However, the company or the manufacturer is deemed to be new as the idea behind pitching
the product is new. For the period that the product is pitched, the scale of operations of the
company is small. However, the scope of operations is deemed to be large as a result of
which it is opined that the company has to penetrate into the market in order to achieve
outcomes that are sustainable in nature.
The vision of the company is to capitalise on the current problems scenario and to
cater to the needs of the consumers with the help of the innovative product that will be
pitched in the market. The company aims to use social media marketing to communicate the
value proposition of the product to the masses. Social media has been recognised as an
inexpensive medium with maximum reach. Thus, it is the rationale for realisation of the
vision of the company.
E-business Objectives
The objectives implemented by the company will help in terms of establishment of
measures through which the company can achieve the aims. Planning is a crucial part of
operations of an organisation. Thus, the objectives to be implemented by the company will
justify the rationale of the planning phase of the company. Following are the objectives that
have been implemented for operations of the company in terms of E-Marketing;

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i. To develop a social media base on platforms such Facebook, Instagram, Pinterest and
Twitter. The company intends to develop a social media base of 10k plus likes or
followers in the said platforms within the first 2 months of operations.
ii. Through search engine optimisation the company intends to identify the scope to generate
turnover. People are likely to Google solutions to the problem of interference. Thus,
search engine optimisation with help of keywords will help in providing results that lead
the users to the social media page or website of the company.
iii. Development of a website, through which the visitors of the website can be informed
about the value proposition of the product, the problem that the product will help in
coping with and the innovation that will help in coping with the issues that the consumers
are facing.
Target market and customer segment
The segmentation approach of the company is based on Demographic and
Psychographic segmentation. Following is the profile of the target market:
 Uses wireless technology such as Bluetooth and Wi-Fi.
 Age group: 15-35
 Owns Bluetooth speakers or headphones
 Uses online streaming services with residential Wi-Fi network.
Ethical and security issues
The rationale of the organisation is to solve the issues that are associated with
interference. Hence, an innovative solution in the form of an innovative devices is to be
pitched in the market. It would be ensured that there would be no security breaches taking
place. The device will not be connected to the internet which implies that there will be no

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issues of possibilities regarding information theft. The device that is pitched by the company
only monitors the radio frequency inputs and outputs.
Rationale
The evidence of the problem associated to interference is undeniable (Golrezaei et al.,
2013). The company aims to provide a devise that will solve the issues and thus, it is
expected that the consumers will respond favourably to the latter. In the future, the company
aims to partner with Wi-Fi router and Bluetooth devices manufacturers through which the
companies can be subject to higher exposure in the market.
Ideal Organisational Structure
The ideal organisational structure is the matrix organisational structure. All the
functional department with the organisation would be collaborating with each other in order
to gain sustainability in operations. Each project from the company’s part will be realised
through assimilation of efforts from all the functional departments.

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Figure: Matrix organisational Structure example
(Source: González, Wright & Tato 2017)
Furthermore, it can be opined that there would be no need or incidence of unbundling as the
idea of the company is still a prototype.
E-Commerce trends
The E-commerce trends that the prototype idea will be incorporated with is a form of
AI known as machine learning. The latter will be integrated into the customer support
division where AI will be used for initial and primary interactions with the consumers raising
concerns or grievances. Incorporation of machine learning will ensure that the AI bots learn
from previous interaction and will ensure that conversations are improved with every
conversation.
Integration
The traditional mediums of marketing to be used by the company are adverts on TV,
You-Tube and Streaming Platforms such as Zune, Netflix and others. Furthermore, print ads
will be presented in Magazines such as Wired, PCMag, Computer World and others. The
latter are likely to generate interests from the Technology enthusiasts. The links to E-business
platforms will be presented in the form of traditional http links and QR codes which will help
in redirecting the users to the desired E-business platforms. Thus, this will help integration of
E-business platform with the traditional platforms.
Summary
The rationale of operations of the company is based on the problem of Wi-Fi and
Bluetooth interference. Hence, a prototype for the idea of formation of the company with a
rationale for development of a device that solves the said problem. The vision and scale of

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operations of the company has been presented along with the objectives and rational of
operations of the company. Social media marketing has been identified as the medium of e-
business and the modern e-business trends has been identified as AI machine learning.
Hence, favourable outcomes are expected when the company is in actual operations.

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REFERENCES
Golrezaei, N., Molisch, A. F., Dimakis, A. G., & Caire, G. (2013). Femtocaching and device-
to-device collaboration: A new architecture for wireless video distribution. IEEE
Communications Magazine, 51(4), 142-149.
Guisado-González, M., Wright, L. T., & Guisado-Tato, M. (2017). Product–process matrix
and complementarity approach. The Journal of Technology Transfer, 42(3), 441-459.
Lin, J. R., Talty, T., & Tonguz, O. K. (2013, December). An empirical performance study of
intra-vehicular wireless sensor networks under WiFi and Bluetooth interference.
In 2013 IEEE Global Communications Conference (GLOBECOM) (pp. 581-586).
IEEE.
Liu, D., Chen, B., Yang, C., & Molisch, A. F. (2016). Caching at the wireless edge: design
aspects, challenges, and future directions. IEEE Communications Magazine, 54(9),
22-28.
Paschos, G., Bastug, E., Land, I., Caire, G., & Debbah, M. (2016). Wireless caching:
Technical misconceptions and business barriers. IEEE Communications
Magazine, 54(8), 16-22.