Every successful business has a strategy - the 'big idea' that sits at the heart of its operations defining what it wants to achieve and how it intends to do this. An e-strategy is a company's business plan for using the Internet to add £££'s to its bottom line.

A documented and clearly articulated e-strategy is a crucial component of online success

Whether you want a simple brochure website with some background information on your company and your contact details or a comprehensive e-commerce site with 100+ product pages, you need to have a clear and explicit e-strategy in place from the outset. Knowing what you want from your website will help you work out how much time and money you're likely to have to invest in it.    

Ask yourself the following questions: 

What are your goals for your website? 
Why do you want a website? Is it to provide information, sell your products or services, build your company's credibility? Do you want to reach a wider audience, generate sales leads? Establishing what it is you want your website to achieve for your business is crucial.

Who is your target audience?   
Identifying who your customers are will help you build a website that caters for their likes and needs. If you can get into their mindset and identify what they like, what do they want to see and what information they want, you're more likely to succeed in being their website of choice. You could, perhaps, seek the feedback of a small group of your existing customers to help you with this.     

Do you have a clear Mission Statement?    
A mission statement sets out your company's goals and lets your customers (and your employees) know exactly what your company stands for and what it hopes to achieve. Keep it clear and concise, realistic and, above all, achievable. Don't rush your mission statement. It might be a good idea to involve your employees in the process. After all, they should fully understand your goals too. However you choose to do it, remember:           

A well crafted mission statement will provide your e-business with its strategic direction    

for more information on how to develop your e-strategy