Matthieu

I would believe that following strategy would be perfect: Web2.0 strategy, make sure since your business is rather mainstream that you come up with a killer new idea

Link to the prezi: []

My business idea is a ski manufacturer, based somewhere near Grenoble, in France The name of the company would be Avicii. The company differentiates itself from other competitors as the design of the skis will be customizable by the customer. If he wants, he will be able to choose among several designs.

Here is the website i have created for my company: [|http://avicii.yolasite.com]

=Section 1. Webmarketing=

__SEO__
There are some very strong competitors that manufacture skis and snowboards, and that the company would have to compete with. Here are some information about their website: Salomon, one of the most famous French brand, created in 1947. Its products are distributed in 160 countries.
 * They don't use metatags
 * Title: "SALOMON SPORTS - Découvrez les produits phares du site de Salomon Ski, mais aussi toutes les gammes de matériel ski freestyle, ski racing, skier-x ou ceux destinés au ski toute montagne X-Wing."

Head, an American company created in 1950 that is becoming more and more famous thanks to its partnerships with important athletes such as Andre Agassi, Novak Djokovic (tennis) or Bode Miller (skiing).
 * Metatags: "Ski, HEAD Skis, Ski boots, head.com, Binding, sport bags, Hermann Maier, Bode Miller, Jon Olsson, HEAD Supershape, HEAD Monster, Didier Cuche, HEAD Tyrolia, HEAD Intelligence, HEAD Raptor, HEAD Mojo, HEAD"
 * Title: "Ski - HEAD.com"

K2 Sports, an American company created in 1957:
 * Metatags: "k2, skis, ski, skiing, k2ski, k2skis, skier, skiers, apache, tnine, t:nine, t9, backside, factory, all-mountain, all mountain"
 * Title: "2 Skis | 2010-11 Skis, Helmets, Poles"

Dynastar, a French company created in 1963 is part of the Rossignol company, which also makes skis.
 * They don't use metatags
 * Title: "Home page, DYNASTAR"

Suggested metatags for my business for the English mainpage: Avicii, ski, skis, design, customize, Grenoble, skier, skiers, mountain, Alps, snow, performance, alpine, race, backcountry,

__Linking:__
__**Find possible portals and websites or blogs which would make sense to ask for a link**__
 * Possibly athletes' official webpages, as i want the company to sponsor some professional skiers
 * Mountain guides of Grenoble
 * City hall website
 * Ski stations websites

__**Create an entry to wikipedia on facts**__ The concept of the company is rather mainstream, so an entry on wikipedia will be useful when it has something to differentiate from the competitors. The fact that people can customize their skis is a point that should be highlighted. And maybe after some time, when sponsorships will be decided, the wikipedia page will put this forward to attract customers (like Head is doing now, they are late compared to Rossignol or Salomon, but their sponsorships with Bode Miller or Didier Cuche help them a lot)

=Section 2.=

__Long tail:__
The idea of the long tail strategy would be to also create skis for disabled people. Handiskiing has evolved a lot, nowadays, in France, almost all the ski lifts are made to get disabled people. If you lookat then number of athletes competing at the Paralympic Games, it has more than doubled in 30 years. So creating those customizable products for disabled people could be a good long tail strategy for the company.

The landing page would show a disabled person skiing, with the name of the company at the bottom of it. Skiing would seem to be very pleasant and exciting while seeing this page I would like this person to be an athlete, why not a Paralympic champion, in order to attract people to click on his picture that would lead the customer to the handiskiing part of the website.

Google ad for the landing page:

Customizable handiskis Performance and reliablility!
 * Alpine skis for disabled **

Facebook ad: Alpine skis that link performance, security and entertainment for disabled persons
 * Disabled alpine skis **

=Section 3. Web 2.0=

__**Web2.0 marketing**__
My competitors don't really use internet to promote and sale their products, you don't buy skis on the internet, but in a shop. But they promote their brands through the internet. It is important to develop a web 2.0 strategy to show to people what makes Avicii different from our competitors and also to build a community of followers. The competitors only use facebook as a marketing tool. They don't use the other tools (youtube, flickr,...) but people post videos/pictures about them through these other ways.

The competitors all use facebook, implementing this tool on the main page of their websites. It is almost the basis tool the company has to use first of all. It's a very good way to be known first in the region, then at a national level and finally at an international level. The customers would become fan/friend and will be able to show the design they chose for their skis. An important point is to allow people to leave comments (good or BAD) about their experience with Avicii, and to answer them as quickly as possible. The good feelings will allow us to attract new customers, the bad feelings will allow us to find a solution and show that we are reactive.
 * Facebook:**

I also want to use facebook to create a buzz, which is, of course, difficult. One idea would be to promote a few months ahead that a very famous person will design his skis, and this event will be broadcast live on the website. The athlete would then choose among the people watching the video 5 people who will receive the skis as a gift. It could be the most appreciated athlete in France in 2010: Sébastien Loeb (who likes skiing).

Here is the Youtube advertising that I made for this event (sorry, no subtitles at the beginning): []

Facebook would be used to create that buzz

The company will create a channel to present its new designs and to present some other things that people would be interested in (why not how to create a ski, how a ski is made, videos of the athletes the company sponsors,...) It will also be the support for the buzz i want to create on facebook, the video is indeed on youtube.
 * Youtube:**

**Flickr :**
I would definitely use Flickr to upload a gallery of pictures to show what people have designed and what is currently made by the company, or also pictures of some events the company would be part of, and pictures of the athletes the company sponsors. People would be able to leave comments about which designs they like or dislike.

The other competitors also use Twitter, and i think it's a good idea if you spend time giving news about your company. People would be able to follow Avicii. It's also a good idea to use Twitter to "get rid of" several skis that you can't sell in shops any more because too old. We can use something like: "the first 10 persons to answer this message can get those skis for XXX €"
 * Twitter:**

=Section 4. Crowdsourcing=

I would organize a kind of competition for people to design new designs of skis, in order to make the company more "famous" among skiers. The best 5 people will get a prize, and their design would be used for creating new ski models. Thus, the company will have hundreds of samples to use or to modificate in order to create new designs. It is beneficial for everyone: the designers will have a chance to get prizes (skis) or even a job if we think that this or that designer is really good and willing to join us; teh company will get several samples of designs.

As I explained, i would use crowdsourcing to get really close to the customer, to understand his needs through the Facebook and the Flickr page. They will leave comments and people in the company will answer them, or just take their comments into account for the future (advice for new designs, advice for quality of the skis,...)

=Section 5. Networking=

Personnaly I am on Facebook. I also have an account on Viadeo. All the social networks that exist nowadays, "professional" or not, are a good way to promote a company. I think that Avicii should be on the most common networks like Facebook, because people spend a lot of time on such networks. It is a way to be closer to them, to understand them better and to show the company. Especially because the target of the company is the people between 16 and 40, and those people are more likely than the others to use such networks. Viadeo could allow us to hire people, but also to keep contact with suppliers/buyers in the long term.

However, i don't think that a mobile marketing strategy would be very relevant. People don't buy skis every week, and i think that there are other cheaper ways to communicate, like Youtube or Facebook.

=Section 6. NetGen=

Basically, Avicii is made for NetGen people. Except from a few shops in Grenoble and its region, implemented because the skis will be produced there, customers will only be able to order skis on the website. As you can see from the "catalogue" part of teh website, you can order and pay your skis online, if you want to choose pre-designed skis. If you want to design your own skis, you can do it online too and an Avicii employee will contact you and propose you some final designs. If you want one of them, you will be able to order and pay it online too.

Plus, advertising will be mainly internet-based, except the promotion made by the athletes through television and other ways of advertising. Facebook, Youtube, Flickr,... will mainly be used for now.

=Section 7. Tribes=

The fact that people can design their own skis make them a bit unique. So this would create a kind of tribe, made of many people with unique skis. In the long term, i hope that the company will become like a "ski Apple". People would buy Avicii skis in order to become "unique", part of the Avicii tribe, with their customizable skis. Those people would be of course from all around the world, after some time. They would first be from France, and then we hope to attract foreign customers. They would exchange on forums, but also on Facebook, Youtube, Flickr, Twitter, or other social networks.

Link to the Prezi: []