Web Systems 2 Assignment: Detailed Report on XYZ Startup Website

This report provides a comprehensive analysis of the need for a website for XYZ, a two-month-old IT startup based in Melbourne. It emphasizes the importance of an online presence in today's digital landscape. The report details the objectives and goals of building a website, including professionalism, accessibility, and reduced marketing costs. It analyzes the target audience, focusing on the older working middle class, and conducts a competitive analysis, identifying key competitors like Intelligent Pathways and Pixc. The report explores various marketing strategies, highlighting the advantages of online advertising and the potential for global reach. It also includes raw data/information gathering with website mockups and concludes with the benefits of having an online presence for business growth and brand protection.

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Summary
XYZ is a startup company based in Melbourne. The business setting of the company is solely
based on IT products and services. The company is two months old and is planning to implement
online presence through developing a website [1]. The current business environment has changed
and is dependent more on internet due to evolution in technology and has now become a
necessity to show online presence so as to be able to compete.
Introduction
It is not a myth when someone says in today’s world that when one has a company website it is
as crucial as having a telephone number, a shop , or even an office. A good percentage of
customers nowadays are expecting companies and brands, in general, to have all the contents of
their productions online. Therefore, you will concur with me in one way or the other when I state
that in this modern era, almost everyone who has a dream of starting a business, leave alone
those who have a business are prioritizing getting online as part of their business plan. It is
estimated that by the year 2010 September, there were more than 227 million websites that were
running online. However, websites come with several advantages and disadvantages for your
company or business.
Need Analysis
Doing business in the digital world is tough but you have to come up with strategies that will
help the business to prosper and compete. XYZ can use the website to accomplish many
marketing techniques to aid the company to expand. Internet enables the business to reach a
broader audience as compared to the traditional marketing strategies [2]. However, it is
important to note that it may take a while to be able to generate enough traffic to the website to

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make worthwhile impact to the marketing techniques of the company. The objectives and goals
of building the website include the following:
Professionalism: The current market environments have necessitated the need of a website. If
you don’t have one then the chances of the business being considered in the market are lowered.
According to researches that have been carried out approximately 80% of people write off or
have negative opinions on companies without websites [3].
Accessibility: it will be a lot easier for people to find XYZ, learn about the company and the
services and products offered. When people search XYZ Tech Firm on the search engines such
as google, they will be able to find the company [4].
Reduce Marketing Cost: building and hosting a website is very cheap. Also the cost depends on
the quality of the web designer. Having a customized, attractive, and easy to use website will
attract potential customers and other businesses to the company. Compared to the traditional
marketing methods such as road shows, billboards, use of newspapers, and magazines, using the
website to market the company is way cheaper [4]. There is low cost per impression marketing
vehicle.
Opportunities: having a website in place makes it easy of people around the world to locate your
business. XYZ wants to go global in future and thus having products and services that can be
easily sold online which will increase the customer base dramatically.
Target Audience Analysis
XYZ Tech Firm is targeting the older working middle class because they possess credit cards
and can be able to order and pay for the products online. Our target audience is not gender biased
as such it targets both male and female consumers who are 35 years and older. The company is

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targeting this group because they are working and get home late thus is a challenge for them to
visit the stores and get the products. The audience was chosen because they are the most active
within the society and majority of them are breadwinners in their families thus they mostly work
late. Also not often do they visit the stores to get the IT services and products but they would
rather order online for home deliveries. The website will be designed in a manner that is user
friendly and easy to use and interact with it [6]. Consequently, this particular customer segment
prefers their products being delivered to them.
Competitive Analysis
The company will be facing stiff competition from several companies but Intelligent Pathways
and Pixc are the major competitors of XYZ. Pixc and Intelligent Pathways have established their
online presence and have websites already in place. They have unique brands that have built their
customer base over the years [7]. As such, it will be a challenge for XYZ to immediately win
customer loyalty and increase its customer base because the products and services it offers is
diversified. However, diversification of the products and services is one thing that will ensure the
company remains in the market because customer will have a one-stop shop for all the IT
services and products [8]. To try and dominate the market, XYZ will use its online presence to
market itself. Use social medial by posting links so as to generate traffic on its website.
Considering one of the advantages that may be as a result of going online is the ability to reach
out to a wider audience. This is true since the internet is nowadays used millions of people
ranging from old to young. Since all the people on the internet are always looking for something,
you may be surprised to find out that some of them might be looking for you. The potential to
reach out to unreachable customers is real when you built a website. You have high chances to
sell your local products to a broader market like customers in a different town, nation, or even

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you may find yourself doing business internationally. Research indicates that online shopping is
on the increase, meaning that when you take your business online you subsequently benefit from
the growth and your business definitely expands.
There is a benefit of having your products and services in terms of information being accessed by
anyone, regardless of where they are and the time they wish to do so. Since the internet is open
24 hours a day and 7 days of a week, this makes your business to run even if in reality it may be
locked. All those interested in your products and services will have to get your contacts, may it
be an email or a phone number from your contact form. A website also makes it easy for
customers to get to know information about your corporate or business. The services being
offered, the products, price, and location of your business can be accessed just by a few clicks by
the customer.
There are some few disadvantages that you have to put in mind while taking your business
online. For instance, the reliability of your information will be determined by how often your
website is updated. There might also be a great disadvantage when your website is always
crushing. This lowers the search engine optimization hence your business image will be in doubt.
A website may also in a way result in bad publicity whereby an unhappy customer who intends
to unleash his anger can get into the internet and reference your blog. This can result negatively
in your search engine optimization and your business at large.
Therefore, it is obvious that the goodness of a website as far as any business is concerned
overshadows the drawbacks. The ability to promote a business, marketing it, securing it and
bringing up the sales are vital for any business to grow. This is to say, it is worth risking going
online for the good of any business.

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Raw Data/ Information Gathering
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Mockup (Service Page)
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Conclusion
By blogging and updating your websites, there are high chances that you will get more and more
traffic hence marketing your trade. This is also a way of advertising and publicizing your
company and products. Online advertising is less expensive that the other forms since all you
need is an appropriate domain name and a good hosting. Furthermore, you will benefit from
what I can term as viral marketing when you have your business online. Through the links that
you may share on social media, a word will probably spread even to people you don’t know
making an upcoming business rise to a level of international recognition. No one can resist from
talking about a good business, it will be linked and shared all over and this will result to the
growth of your business.
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One of the greatest importance of taking your business online is that by so doing, your business
brand will be protected. By not staking your business online, you may be risking it since you will
with no time get on the internet and find that someone else has done it for you. Getting a website
is the only way to protect and secure your brand online.