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Deliverable A
Business Case Statement Document
Project Overview
Magenta will be developing an e-commerce website found at www.CubParking.com.
Wrigley Field is the only Major League Baseball stadium with no dedicated
parking structure. As a result, residents and local businesses in the Wrigleyville
area sell the parking in their lots, garages and carports to Cubs fans for
$20-40, depending on how close the spots are to Wrigley Field and how well
the Cubs are playing in a given season. Our site will provide a product
(parking). Seeing as how we handle all parking operations on behalf of the
residents, we also provide a service (daily parking operations).
Value
proposition for the Web and mobile site
Customers have many reasons to purchase parking from us over the competition.
The price alone typically beats the competition by around 20%. Customers
may also stay later after the game at no additional price. Our website is
much easier/faster to use. By implementing a “quick to checkout”
e-business model, a customer gets from the landing page (home page) to checkout
in less than 7 clicks. Upon Checkout, they also have the option to type
in their address and receive turn-by-turn directions directly to their parking
spot from wherever they are.
The residents of the neighborhood will use our service over the competition
because we handle all parking operations! They let us use the spot, and
we pay them cash every month. The other sites basically send an email to
the resident letting them know the spot sold and to be home to greet the
customer when they arrive. At CubParking.com, we do that for them. We are
there when the customers arrive until they leave after the game, handling
all parking operations. They will also use us over the competition because
the competition relies entirely on internet traffic to sell their parking
spots. Along with internet traffic, we employ a street team to get out into
Cubs traffic with parking signs and get the spots sold EVERY GAME. So between
their spots selling more often and also them doing less work, residents
will gladly choose us over the competition.
Category of E-Commerce
This website serves as a B2C. Some
sites that are like ours can be found at:
www.ParkForWrigley.com
www.SpotHero.com
www.ParkWhiz.com
These sites depend entirely on web traffic and involve the resident taking an active roll in parking operations.
Intended Customers for this site
Our site aims to serve any ages from 16-75. We will target any Chicago Cubs fan driving to a Cubs game or concert at Wrigley Field. Though many of our competing parking websites offer parking at various locations all over the city and country, we will focus entirely on Wrigley Field.
How will we attract different
types of customers?
We will use many different strategies when acquiring new customers (cubs
fans) and clients (residents). To contract the parking spots out from the
residents we will leave fliers out on doors, garages, and parked cars in
the alleys. We will also use door-to-door marketing to get face time with
residents. After explaining the benefits of using our service, financial
and otherwise, residents will begin signing up left and right. We will also
spend money on print advertising around the neighborhood (banners etc) to
get people in the area familiar with our product. To attract new customers,
we will use many digital marketing strategies SEO, SEM, Social Media etc
to increase web traffic. We will also use WGN Radio for radio ads.
How will our site implement
the e-commerce value chain?
A value chain is a way of organizing the activities that each strategic
business undertakes to design, produce, promote, market, deliver, and support
the products or services it sells. Our website is set up to be customer
friendly. When they come to the website to purchase tickets the design is
not too overwhelming. The two best qualities of the website is the calendar
of events, and the 1-2-3 picture diagram of how easy and effortless buying
tickets is. Attraction is the best way to get customers to the website.
Cub Fans are very loyal to their team, and on game days they need a reliable
source to get their parking tickets for the event. Sometimes the location
of the parking is crucial, so by being readily available customers have
a good reaction to the websites accessibility and reliability.
Revenue Model
The Revenue Model used for this website is Fee-for-Transaction. Cub Parking
is an online business service that allows customers to buy parking spots
for premiere events at Wrigley Field. The business charges a fee for their
services in order to provide the service that allows customers to get the
parking spaces. The specific type of fee-for-transaction is the event ticket.
This website gives the business vendor opportunities the ability to sell
parking spaces according to the location and spaces available.
Technical and Design Overview
Our site uses PHP as its programming language. We log into a cpanel and
use MySQL Databases to store all of our files. CubParking.com is hosted
by InMotion Hosting and uses a SSL Certificate to securely accept and store
customer credit cards. We use a shopping cart module and also a link to
a paypal checkout.
Brief Bio of Team Member
Nick Napoli- Nick is in charge of developing/coding/programming of the website.
He studies Psychology at DePaul University and this will be his first time
coding a website of this type. He has lived just a few blocks from Wrigley
Field since he was 3 years old and is very excited to be apart of this project.
Michael Baez- Michael is the business analyst of the website. He studies E-Commerce Technology at DePaul University and is interested in getting in the business field of the technology and computer industry. He is an RA on the Lincoln Park Campus and is a senior. He is looking forward to working on a team project that will reflect what his job career will look like.
Zakiyyah A. Claybron- Zakiyyah is the
Creative Director for Magenta. She has had over 10 years of experience in
web development. Her work has included over 4 years of graphic design, site
maintenance, e-blasts creation, and online promotions at Crawford Broadcasting.
In 2005 Zakiyyah graduated with her Bachelor of Science Degree in Business
Administration with a concentration on Information Systems and she is currently
completing her Masters Degree in Information Systems with a concentration
in Managing E-Business. Zakiyyah loves working with clients and helping
them put their ideas into a marketing format that works best for them. When
Zakiyyah is not focused on marketing solutions for her clients, she is enjoying
spending time with her children and wonderful husband.
Contribution of Members
Everybody contributed to this document
evenly. We implemented a conference call and spent time answering all of
the questions together. Though we all have our own roles within the group,
all were able to provide insight into fellow team members roles, and were
able answer each other’s questions to the fullest.