In our e-commerce Business Case Development service package, the following components are developed, based on a spreadsheet e-commerce Business Case template:
- Management Summary
- Definition and Scope of the Business Case
- Costs, such as marketing, human resources, IT
- Sales forecasts based on eCommerce Business KPIs, Channels and Conversion
- Break-even assessment and monetary benefits
- Rating and recommendation
When assessing the business case, relevant impacts are first identified, categorized and quantified. The evaluation of the impacts takes place separately from the quantification. As part of the calculation of cash flows, a comparison of costs and income (see impact assessment) is executed.
eCommerce-specific costs are e.g. marketing channel costs for SEA, SEO, Affiliate, Display, Youtube, Social, Website, etc. Earnings are calculated from respective conversion rates, average baskets, distribution of purchases to customer segments, etc. As a result, there is an overview of the cash inflows and outflows of the periods under consideration. In a recommendation, all information obtained is summarized in the decision memo.