Nick Latourette

May 1 2009

Business Plan

Objective

The primary objective of this website is to promote and sell gene testing kits. However, the website will also attempt to educate people about the basic concepts behind DNA analysis, stimulate interest in genetic research, and introduce them to the idea of genetic testing in everyday life.

Market Hook

The DNA testing kits offered on the website allow the user to explore huge amounts of personal information that they would otherwise never have access to. DNA analysis can give scientific explanations for tendencies that individuals may or may not have noticed about themselves. It can tell a user anything from his chances of going bald to his family’s heritage. One could easily spend hours investigating the plethora of information that these gene-testing kits can interpret.

Target Market

Since DNA is an intrinsic part all living things this website will target everyone. Since the primary goal of the website is to promote gene testing kits, it will be geared especially towards people who do not have much background knowledge in the field of genetics or have their own personal issues with the products on the website.

Marketing Plan

Since this is a new technology there is nothing more important than establishing credibility for the products amongst the public. In order to do this, the products offered on this website need an initial group of consumer that can give customer reviews on the products and confirm the legitimacy to the more general market. This initial group of consumers will most likely be made up of people who are already familiar or interested in the field of genetics or emerging technologies in general. Therefore, initially, the bulk of the advertising will be placed on websites that contain articles on genetic research, related key words on search engines, or stores that sell the latest in innovative consumer goods such as Sharper Image. Creating this initial base of consumers will help legitimize the product with the more reluctant individuals and eventually the advertising can be expanded to appeal to a much broader market. Advertisements will also be put on the websites of the products offered on my website.

Competition

One of the types of competition this website will face is from the websites of the manufactures of the products. However, my website will have several advantages. My website will be a less bias source of information than a website trying to promote their own product. Although most of the manufacturer website provide similar objective information as mine, the website I am creating has a slightly different objective in that it is trying to persuade the user of the featured products legitimacy but it focus’s on legitimizing genetics as field applicable in general society. The website that will pose the biggest threat to my own is gene testing page of the government run Human Genome Project Information website. I just recently discovered this website, and it literally offers everything that I said mine would, with the credibility of the federal government. At this point in time, this government run website trumps mine and I will need to think of a new accessory that will give me the edge over this formidable competitor.

Features

The structure of the website will be geared towards different kinds of people who might access the sight. Those who are comfortable with the idea’s behind the gene testing kit as well as the science will be directed straight to the purchasing section of the website. Those who are skeptical about the legitimacy of science behind the product will be sent to the Genetic Research As It Stands Today portion of the website which will give the potential customer a look at the miracles that are already being performed with genetics and try and placate their fears. A person that doesn’t understand how genetics work will be sent to the Genetics 101 page of the sight for a tutorial on genetic blueprints. Finally those who question the moral and ethical issues raised by the product will be sent to the Social and Ethical implications page, which will face the most common of these issues and offer an argument against them.

Implementation Plan

I plan to implement this website with limited outside assistance. This will minimize startup costs as well as keep the maintenance of the website within my technological abilities. This website will requirement a huge investment of time, not only because of the initial research required, but, due to the rapidly developing area of genetics, frequent updates and upkeep.

Projected Startup Costs

As far as I can tell at this point, my website will not require any funds to begin. Using Google sites, or possibly some other free domain space provider, I can get my website up and running without any costs necessary. This project will mostly just take up time and at this point does not need any monetary investment.

Financial Model

In order to implement this website properly I will need to contact the businesses whose products I plan to sell on my website. Because this website has low implementation costs needing to overcome the initial investment will not be a problem. We will most likely take in revenue by getting a percentage of the sales of gene testing kits on the website. We might also be able to get a grant from gene research laboratories for promoting genetic education.

Possible Problems

The largest problem that I can see presently is the government run website. It will be difficult to come up with an aspect that will make my website superior to this already well-established competitor. Another thing my website will have to overcome are peoples stigmas to the idea of genetic testing. Although that is what my website is specifically designed to do it is no easy feet. Finally technical problems could pose a problem to my relatively limited knowledge of website design. However, as time goes on I plan to become more website savvy and will hopefully be able to overcome a problems in my implementation and upkeep.