Kick-start your web strategy: Defining and implementing an effective online strategy.

Why do you need this course?

A website without a clear strategy is like a ship without a rudder: directionless and prone to going around in circles. The web is becoming a critical channel for many organisations. And yet, many organisations are still unable to answer fundamental questions, such as: 

• what and who is our website for?
• how do we measure online success?
• how can our website help us become more efficient and more profitable?
• how do we differentiate ourselves from our competitors?
• what should we doing online, (and what shouldn't we?)

This workshop is designed to give you the knowledge and skills needed to develop an effective web strategy, and to provide you with concrete advice and guidance for implementing and evolving your strategy over time - helping you ensure that your organisation can exploit the full potential of the internet

What we'll cover?

You'll learn how to apply some of the world's most effective strategy formulation techniques (including Porter's core competencies model and SWOT analysis) to create a winning web strategy for your organisation. We'll also provide you with great tools and techniques for documenting (hint: massive Word documents don't work), communicating and implementing your strategy.

As well as high-level thinking, this workshop will help you dive into the nitty-gritty of getting things done. You'll learn how to bridge the gap between strategy formulation to implementation. And we provide a number of detailed case studies from organisations who've got it right (and wrong!), to help you learn from others, gain insight and avoid common pitfalls.

Detailed workshop breakdown:

Part 1: Developing a strategy for your website

• developing a vision for your website
• understanding your core strengths and weaknesses
• what can your website do for your company & what can’t it do: mapping your offline and online objectives
• conducting a SWOT and competitive analysis
• sustainable competitive advantage: positioning, differentiation, and playing to your strengths
• tools and techniques for documenting and communicating your strategy

Part 2: Implementing and evolving your strategy

• implementation: planning, resources, and development methodologies
• establishing key performance indicators for your website
• measuring the effectiveness of your strategy, and tweaking as required
• kaizen: putting your website on a footing for continuous improvement

What you'll get out of it?

After attending this course, you will be able to:

• analyse your current strengths and weaknesses
• define your online objectives and map them to your overall business strategy
• develop a coherent vision for the future of your website
• create, document and communicate a web strategy for your organisation
• know how best to go about implementing your strategy
• understand how to put your website on a cycle of continuous improvement
• avoid common pitfalls and mistakes in strategy formulation