SUMMER TRAINING PROJECT REPORT ON

Sales and Marketing Strategies of Avaomme Infotech (P) Ltd

SUBMITTED IN THE PARTIAL FULFILMENT FOR THE REQUIREMENT OF THE AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

(MBA) (2021-2022)

SUBMITTED TO: SUBMITTED BY:

Anuj Khanna Vineet Tiwari

(H.O.D.) MBA 2nd year

Roll No. 2003510700024

1
 Letter of Transmittal

January 20, 2022

Mr. Anuj Khanna Sir,

Krishna Institute of Technology, Mandhana, Kanpur, 209217

Subject: Submission of the Internship report on “Sales & Marketing Strategies of Avaomme Infotech (P) Ltd”

Dear Sir/Ma’am,

I here by submit my internship report titled “Sales & Marketing Strategies of Avaomme Infotech (P) Ltd”. In this report, I

have tried to analyze the sales and marketing Strategies of a new service of Avaomme Infotech (P) Ltd. called ‘‘DIGITAL

MARKETING”. I sincerely hope that this report will meet your expectations. I would like to add here that my internship

period at Avaomme Infotech (P) Ltd was indeed a great learning experience for me.

Thank you for your kind cooperation and support.

Sincerely,

Vineet Tiwari

MBA 3rd Semester

2
 ACKNOWLEDGEMENT

When I embarked this project, it appeared to me as onerous task. Slowly as I progressed I

did realized that I was not alone after all.

I wish to express my gratitude to Director, Dr. Rashmi Dwivedi and H.O.D. Anuj
Khanna, who have extended their kind help, guidance and suggestion without which it
could not have been possible for me to complete his summer training project report.

I am thankful to my classmates, well-wishers who with their magnanimous and generous

help and support made it a relative easier affair.

My heart goes out to my parents who bear with me all the trouble I caused then with smile
during the entire study period and beyond.

Vineet Tiwari
MBA 2nd year

Roll No. 2003510700024

3
 STUDENT DECLARATION

I, Vineet Tiwari here by declare that the work being presented in this report entitled “Sales
and Marketing Strategies of Avaomme Infotech (P) Ltd”is an authentic record of my own
work carried out under the supervision of Ms. Sunanda Pandey.

The matter embodied in this report has not been submitted by me for the award of Master
of Business Administration.

Dated: Signature of student

20/01/2022 Vineet Tiwari

MBA 2nd year

This is to certify that the above statement made by the candidate(s) is correct to the best of my

knowledge.

Signature of HOD Signature of Supervisor

(Name of Department) (Designation)

Date............................ (Name of Department)

3
 Acknowledgement of Organization

This dissertation would not have been possible without the guidance and the help of
several individuals who in one way or another contributed and extended their valuable
assistance in the preparation and completion of this study.

I would like to express my gratitude to Krishna Institute of Technology of and AKTU

University for including internship program as a three credit course which has provided
an opportunity to gain practical working experience in the organization.

I would like to thank Krishna Institute of Technology for giving me the opportunity to
do this internship. I would like to thank Avaomme Infotech (P) Ltd for letting me do the
internship at their MARKETING Division Head office. I’d like to thank Ashish Sir, my
internship supervisor for guiding me with the completion of this report and for keeping
me under their supervision and provide me with all the necessary information which has
helped me in the completion of this report. I would also like to thank all the officials of
Avaomme Infotech (P) Ltd Marketing Department for allowing me to be an internee at
their organization and help with necessary information.

I would also like to extend special thanks to the entire staff for their full co-operation,
guidance and support during my internship.

Sincerely,
Vineet Tiwari

Annexure –V

4
 TABLE OF CONTENT
Serial No. Content Pg. No.
Chapter 1: Company Profile
1.1 Origin of the Report 8

1.2 Objective of the Report 9

1.3 Scope of the report 10

1.4 Methodology 10

1.5 Selection of the topic 10

1.6 Sources of data 10

1.7 Limitation 11

Chapter 2
2.1 vision mission &values of avaomme infotech 12

2.2 Products 13-16

2.3 Features 17-23

Chapter 3
3.1 Authorised partner 24

3.2 CRM Solution 25-27

Chapter 4
4.1 services 28-35

4.2 Major industrial verticle 36-38

4.3 Organizations with us 39

5
4.4 Certificates of participation 40-42
Chapter 5
5.1 Privacy statement 43-47
5.2 Refund and cancellation policy 48-49
5.3 Terms of use 50-57
5.4 FAQ 58-65
Chapter 6
6.1 Market research & analysis 66-70
Chapter 7
7.1 My contribution 71
7.2 Digital marketing 72-79
7.3 Benefits of digital marketing 80-83
7.4 Porter Five forces model 84-90
7.5 Implementing five forces in our company 91
Chapter 8
8.1 SWOT Analysis 92-99
Chapter 9
9.1 Recommendation 100
9.2 Conclusion 100
9.3 References 101

6
 Chapter 1 : Company Profile

About Avaomme ..

Avaomme was founded in the year 2017 and Yes! Avaomme is among one of the few 100% Self-

Boost organizations.

We believe to craft softwares and solve the real world problems with the binaries. We are highly

committed to our goals. We invest our resources to create world class easy to use softwares and

applications for the enterprise business with the top notch, on the edge technology expertise.

We understand the Industries and We create Enterprises.

What does Avaomme means?

The word Avaomme means ” Services according to you” . Avaomme provides the fully customized

services according to the need of customer . Full fill the all requirements of customer to use the most

popular and latest technical skills .

The milestones over 2 years ...

We created more than 270 Extensions for e-Commerce (B2B and B2C), ERP and CRM .

Frameworks in the previous 2 years. We are best known for creating world class Marketplaces, Omni-

Channel Connectors, Point of Sale (POS) Apps and native Mobile App Builders.

7
1.1 Origin of the Report

Internship Program of AKTU University is a Postgraduate requirement for the MBA students.
The main purpose of internship is to fulfill the requirements of the student gets exposed to the
job world. The main challenge as an intern was to translate all the theoretical concepts which I
have learned in my MBA program into real life experience.
 The internship program and the study have following purposes:

 Have the experience of the Corporate World

 To compare the real scenario with the lessons learned in AKTU University

 To provide intensive field experience allowing for hands-on computer work.

 Introduce you to potential future work environments

 To fulfill the requirement of MBA Program.

This report is the result of three months long internship program conducted in Business Solutions
Limited and is prepared as a requirement for the completion of the MBA program of AKTU
University. As a result I need to submit this report based on the “Sales and Marketing
Strategies of Avaomme Infotech (P) Ltd”. This report also includes information on the
other services of company, the overview of the organization. As the students of Business
Administration, I was assigned by my course instructor Ms. Sunanda Ma’am to involve in this
study. My course instructor has advised me to develop a thorough understanding of the “Sales and
Marketing Strategies of Avaomme Infotech (P) Ltd” as I have completed my internship program
from Avaomme Infotech (P) Ltd where my supervisor was Ashish Sir ,Manager –Business
Development, Market Operation Division.

8
1.2 Objective of the Report

The objective of the report can be viewed in two forms:

General Objective

Specific Objective

General objective
This internship report is prepared primarily to fulfill the Master of Business Administration (M.B.A)
degree requirement under the Faculty of Krishna Institute of Technology, AKTU University.

Specific Objective

More specifically, this study entails the following aspects:

 To focus and discuss the Sales and Marketing Strategies of Avaomme Infotech (P) Ltd
 To give an overview of Avaomme Infotech (P) Ltd.
 Business Associations and Networking with Prospects through Online Platforms and
Business Networking and Relationship Building via Key Marketing Initiatives
 To focus on the various services, work environment and facilities provided byAvaomme
Infotech (P) Ltd.
 To focus on the importance, benefits, reasons of Marketing Strategies of Avaomme Infotech
(P) Ltd .

9
1.3 Scope of the Report

The scope of the study is the Sales and Marketing Strategies of Avaomme Infotech (P) Ltd. The
report covers details about the various services, overview and different departments and divisions
in Avaomme Infotech (P) Ltd. The main focus is on the analysis of the Sales and Marketing
Strategies. However the study is only related to the Market Operation Division as I was provided
an opportunity to only work in this division.

1.4 Methodology

The internship has been conducted in a systematic procedures tarting from selection of the topic to
final report preparation. The overall procedure and process of methodology followed in the study is
explained further.

1.5 Selection of the topic

The topic of the report is the Sales and Marketing Strategies of Avaomme Infotech (P) Ltd. The
topic was thoroughly discussed with both of my supervisors from my University as well as from
Avaomme Infotech (P) Ltd also, so that a well-organized internship report can be prepared.

1.6 Sources of Data

i) Primary Sources:

Primary Data was derived from the practical desk work which I had been doing in my three months
long internship program

ii) Secondary Sources:

Internal sources- Different documents provided by my supervisor and other senior employees and
information provided by my supervisor.
External source-Websites, Text books, articles, several other reports, and other sources.

10
1.7 LIMITATION

The report has been prepared from the feedback and information provided by the Market
Operation Division and also the learning‘s throughout these 3 long months of internship program.
Market Operation Division is a very confidential department in terms of its information. The
information‘s are really very much private and confidential. The information about this division
can only be shared among very few other divisions and employees in Avaomme Infotech (P) Ltd
itself. The information‘s cannot be disclosed to the external world. Though the report would be
helpful to Avaomme Infotech (P) Ltd a lot, but the information‘s were confidential enough to
disclose to the external world. Another problem was time constraint. Though it was a 3 months
program, but the activities of this division is so vast that 3 months program would not be enough
to get the full idea about all the activities of this division. This period of time is not enough for a
complete and clear study. Although there were many limitations I tried to give best effort to
furnish the report.

11
 Chapter 2

2.1 Vision, Mission & Values of Avaomme Infotech (P) Ltd

Vi sion

To become a digital environment for employment generation for yourself and other one .

Mission

Quality, Trust, Self-motivation, Innovation, Hands-on, Learning & Teaching, and Equanimity.

Valu e s

To develop skills in hand to youth of India and Overseas.

12
2.2 Products

2.2.1 GST Billing Software & App for Small Businesses

Manage your complete business with Vyapar. Best software for billing, inventory & accounting.
Most simple, secure & easy Software.
Get 03 Months Extra Validity Use Code- M6M0P

2.2.2 Make GST Bills & Share with your Customers

A professional invoice stands for a brand’s identity. By using Vyapar billing software, you can create

GST bills that comply with the goods and service tax law of India. You can quickly create a GST bills

in online and offline modes in a few steps. Using Vyapar billing software with GST, small businesses

can keep their accounts and books update.

13
2.2.3 Check Inventory Instantly

The Vyapar billing & invoicing software comes with a highly effective inventory management system

that helps you track down the items in the tiniest details. By using our inventory tracking software,

you can track complete inventory with parameters like batch number, expiry date, manufacturing date,

slot number, and all other details by listing them as soon as they arrive. It ensures that all the items you

need in the store remain available when required. Using Vyapar free billing software, you can check

the live status of your inventory, set up alerts for new orders and get detailed information about the

same anytime. Our inventory management app allows you to perform all inventory tracking tasks

peacefully.

14
2.2.4 Remind to Recover Payments

Vyapar software helps small businesses maintain cash flow by assisting them in keeping track of

payments. Using the free GST Billing app, you can set up payment reminders to alert your customers

to make payment before the due date. You can send them the payment reminders through

Whatsapp, SMS, email, etc. The free billing software allows you to use the digital payment options

for faster recovery of due payments.

15
2.2.5 GST filing made simpler and faster

GST filing is no longer a long process for Vyapar software users. If GST applies to your business, you

can quickly generate all GST reports using the Vyapar app like GSTR1, GSTR2,GSTR3, GSTR4,

and GSTR9. It will help you avoid penalties by complaining to the relevant goods and service tax law

for your business. Using the GST filing app is beneficial, especially when you are not able to hire an

extra permanent employee to take good care of your accounting requirements.

16
2.3 Features

17
18
19
20
21
22
23
 Chapter 3
3.1 AUTHORISED PARTNER
Avaomme is an Authorised Partner of Vyapar App . If you purchase with Avaomme you get 03
Months extra validity on any plan.
For Extra Validity use code : " M6M0P "
on place of " Referral Code " at the time of purchase .

24
 3.2 CRM Solution

Avaomme is one of the leading Software Development

Company in India, having vast experience of

developing customized Software Applications, Desktop

Applications, Web Applications, E-commerce

development, Mobile Applications and Website

Designing. Over the years, we are successfully

providing our best effective services throughout India

and have built a good and satisfactory client base in

India as well as in foreign countries like UK, Singapore,

Switzerland, and Netherlands.

Being in Software Development over the years, we

have gained a good knowledge and experience of

developing Customized Software for various

businesses, and maintain a strong team of highly

qualified and skilled Software Developers.

25
At Avaomme, our expert team of CRM Developers has

developed Customized CRM Software to help you in

managing all customer’s related tasks & activities

through one single software application.

With our CRM Software you can build a good customer

relationship and manage all customer related business

tasks, such as, marketing, sales, billing, invoices,

customer’s feedback, and customer support. Our CRM

Software Application also allows you to track and

manage all customer communication through easy

messaging, and emailing facility.

Modules coved in our CRM Software Application.

Modules as per General Functions of CRM Software

Companies Management

Contacts Management

History actions

Shared Calendar

Sending and Receiving emails

Sending SMS

Templates and mailing

Opportunities follow up and sales force automation .

26
At Avaomme, we provide total solution for Website

Promotion, Internet Marketing and SEO needs. You can

choose any suitable SEO package from our various pre-

designed packages or customize a special SEO package

as per your need and requirement.

Modules as per Sales Functions of CRM

Application

 Products Management

 Quotes management

 Orders management

 Invoices management

 Subscription management: easily Managerecurring billing Subscriptionmanagement,

manage recurring billing

 Payment management

 Reminder Management

27
 Chapter 4
4.1 Services

4.1.1 Website Designing

28
29
30
4.1.2 Android Application Development

Android application development is the process by which applications are created for devices running

the Android operating system. Google states that “Android apps can be written using Kotlin, Java, and

31
C++ languages” using the Android software development kit, while using other languages is also

possible.

Avaomme Develop three types of mobile apps if we categorize them by the technology used to code

them: Native apps are created for one specific platform or operating system.

 Native Apps. Native apps are built specifically for a mobile device’s operating system (OS).

 Web Apps.

 Hybrid Apps.

We also provides e-commerce Android Application, Learning Management System Android

Application, MLM Android Application, BULK SMS Android Application, Gaming Android

Application, Astro Android Application etc.

Android – which is a fast-growing operating system for smartphone devices has been famous for its

every update. Its many-sided, user affable applications & flexibility has made it more favorable.

Android applications are the best thing in the current market and are growing over the usual public like

wildfire. No wonder, there is a booming demand for Android app development in the world. In this

growing market, to find a suitable partner who can provide expertise on Android app solution has

become crucial for startups, large and small organizations across a wide range of business.

As a leading Android app development company and with an experienced team of Android app

developers; they solve business problems and help startups& enterprises’ problems with Android

technologies. Our team comprises of experienced Android developers with great proficiency in the

platform as well as all its versions. Our extensive platform-expertise makes us capable to provide a full

32
range of Android app development services that are a perfect match for the client’s demands. We live

up to mark for the clients’ particular project demands that help them to accomplish their desired

business aims.

Avaomme has a team of technically sound and expert team of Android apps experts that have the

required skills and knowledge of Android app platform. Our Android app developers are dedicatedly

engaged in developing strong and scalable Android apps. To make use of the latest tools and Android

SDK, they can capable to develop best Android app development solutions.

4.1.3 Know The Benefits of Android Application Development

33
34
Hire Android Developers for customized Android app development services.

35
4.2 Avaomme Have a Presence on Every Major Industry Vertical

Having developed applications for various industries, our professionals are efficient in utilizing the

vast scope of android. We have built applications for multiple domains like:

 Social Networking Apps

 Healthcare Apps

 Educational Apps

 E-Commerce Apps

 Geo Location-enabled Apps

 Banking Apps

 On-demand Apps

 Real Estate Apps

 Entertainment Apps

Annual Maintenence Contract

Avaomme Provide AMC for Desktop,Laptop,Servers, Printer , Network and all Pheriperals

Customize Website Solution

Avaomme Provide Static and Dynamices Website for Schools,Colleges,Hospitals,Restaurants etc.

Domain & Hosting Solutions

Avaomme Provide domains for website and hosting also multiple type for various languages .

36
Customize Software Solution

Avaomme Provide Billing & Billing +inventory Software , Hospital Management , OPD Management

, ERP etc Solutions for Business Integration .

Digital Marketing

Digital marketing is the marketing of products or services using digital technologies, mainly on the

Internet, but also including mobile phones, display advertising

Search Engine Optimisation

The process of maximizing the number of visitors to a particular website by ensuring that the site

appears high on the list of results returned by a search engine.

Bulk SMS

Whatever your business SMS needs, we assure only the best returns with our incredibly powerful,

easy-to-use

Smart Classroom Solutions

Quality education is an essential requisite in todays competitive environment.

E-Commerce Solutions

E-commerce is the activity of buying or selling of products on online services or over the Internet.
37
Video Surveillance Solutions

The video surveillance market is booming, driven by increased public and private security concerns, as

well as a technology shift

Biometric Attendance Management

Time attendance is a basic HR process affecting everyone and critical as a basic input to payroll

processing.

End Point Computing, Imaging & Printing

Every organization has a requirement of Desktop & Laptop Computers. Some organizations also have

requirements of Workstations

38
4.3 Organisations with us

39
4.4 CERTIFICATE OF PARTICIIPATING IN WEBINAR

40
CERTIFICATE OF SUCCESSFUL COMPLETION OF“FACEBOOK

ADS MASTERCLASS”

41
SOCIAL WORK

42
 Chapter 5

5.1 Privacy Statement

Avaomme Infotech Pvt. Ltd., its subsidiaries and branch operations hereinafter referred as

‘Avaomme’, ‘we’, ‘us’ or ‘our’ is committed to respect your privacy and choices. The statement

highlights our privacy practices regarding Personal Information that we collect and store about you

through this website, www.avaomme.com (the “Site”) and also for those Personal Information that

you provide us while participating in our events and campaigns.

I. Personal Information we collect and process and how we use it

Personal Information that we process

For the purposes of this privacy statement, ‘Personal Information’ is any data which relates to an

individual who may be identified from that data, or from a combination of a set of data, and other

information which is in possession of Avaomme.

We collect the following categories of Personal Information:

 Information that you provide via our website, including information you provide when you
register on our website e.g. name, email address, designation, company, country, name of
your university, your field of academic study/concentration, expected year and month of
your graduation, and telephone number;
 Information about your computer and about your visits to and use of this Site, such as your
Internet Protocol (IP) address, demographics, your computers’ operating system, and
browser type and information collected via cookies


43
Use of your Personal Information

We use your Personal Information for the following purposes:

 to provide better usability, troubleshooting and site maintenance;

 to understand which parts of the website are visited and how frequently;
 to create your user ID;
 to identify you once you register on our website;
 to contact you and respond to your questions or requests; and
 to provide access to desirable content based on your preferences.
 to process job application and alumni related requests, more details about which are
available on corresponding portals of this website.
 To know your interest of participation in ideathons or other competitions
 As a participant of the competition, to publish your name and corresponding details to make
them available to larger audience on the Internet.

Legal basis of the processing

We process your Personal Information when it is necessary for the performance of a contract to which

you are the party or in order to take steps at your request prior to entering into a contract. This applies

in any case where we provide services to you pursuant to a contract, such as when you use our website

or process your registration on the website. If you do not provide the Personal Information that we

need in order to provide our services, we will not be able to provide our services to you. We process

your Personal Information for the performance of a contract in the following circumstances:

 to provide better usability, troubleshooting and site maintenance; and

 to create your user ID.

We process your Personal Information when it is necessary for the purposes of a legitimate interest

pursued by us or a third party (when these interests are not overridden by your data protection rights).

This applies in the following circumstances:

 to identify you once you register on our website; and

 to contact you and respond to your questions or requests;
 to understand which parts of the website are visited and how frequently; and
 to provide access to desirable content based on your preferences.
44
We process your Personal Information with your consent for the below purpose(s). Where we process

Personal Data based on consent, your consent is revocable at any time.

 To know your interest of participation in ideathons or other competitions

 To contact you in furtherance to your participation in the ideathons or other competitions
 As a participant of the competition, to publish your name and corresponding details to make
them available to larger audience on the Internet

II. Consequences of not providing Personal Information

If you choose not to provide your Personal Information that is mandatory to process your request, we

may not be able to provide the corresponding service.

III. Data recipients, transfer, and disclosure of Personal Information:

Avaomme does not share your Personal Information with third parties for their direct marketing

purposes.

We share your Personal Information within

 Avaomme or with any of its subsidiaries;

 Business partners;
 Service vendors;
 Authorized third-party agents; or
 Contractors.

IV. Do Not Track

Do Not Track (DNT) is a privacy preference that users can set in some web browsers, allowing users

to opt out of tracking by websites and online services. At the present time, the World Wide Web
45
Consortium (W3C) has not yet established universal standards for recognizable DNT signals and

therefore, Avaomme Infotech Private Limited and the Site do not recognize DNT.

VI. Your Rights:

Subject to the laws of your country, You have the right to access, correct, delete or transfer your

Personal Information that we hold, including your profile and preferences. You also have the right to

object to certain processing and, where we have asked for your consent to process your Personal

Information, to withdraw this consent. Where we process your Personal Information because we have

a legitimate interest in doing so (as explained above), you also have a right to object to this. These

rights may be limited in some situations – for example, where we can demonstrate that we have a legal

requirement to process your Personal Information.

If you are Brazilian user, you have additional rights to take confirmation on existence of your personal

information, portability of your personal information to another service provider if applicable,

anonymization or blocking of unnecessary information, information about public and private entities

with which we have shared your data.

VII. Data security

Avaomme adopts reasonable and appropriate security practices and procedures including

administrative, physical security, and technical controls in order to safeguard your Personal

Information.

46
VIII. Data retention

Personal Information will not be retained for a period more than necessary to fulfill the purposes

outlined in this privacy statement, unless a longer retention period is required by law or for directly

related legitimate business purposes.

IX. Linked websites

Our privacy practices regarding Personal Information that we collect and store about you through our

portals such as Recruitment and Global Alumni will be as per the privacy policy of those portals.

Avaomme provides links to third-party websites and services. However, Avaomme is not responsible

for the privacy statements, practices, or the contents of such third-party websites.

X. Children’s Privacy

The Site does not knowingly solicit or collect personally identifiable information online from children

under the age of 13 without prior verifiable parental consent. If Avaomme learns that a child under the

age of 13 has submitted personally identifiable information online without parental consent, it will

take all reasonable measures to delete such information from its databases and to not use such

information for any purpose (except where necessary to protect the safety of the child or others as

required or allowed by law). If you become aware of any personally identifiable information we have

collected from children under 13, please call us at +91 8112345904 or email us

at info@avaomme.com.

Minors under 18 years of age may have the personal information that they provide to us deleted by

sending an email to info@avaomme.com requesting deletion. Please note that, while we make

47
reasonable efforts to comply with such requests, deletion of your personal information does not ensure

complete and comprehensive removal of that data from all systems.

XI. How to contact us

If you have any questions regarding our privacy practices or this privacy statement, or to request this

privacy statement in an other format , please contact us at: Contact person: Ekta N Contact address:

333 Ashok Nagar Kalyanpur Kanpur Nagar– 208017 Phone: +918112345906

Email: info@avaomme.com

XII. Updates to this privacy statement

Avaomme may change the data privacy practices and update this privacy statement as and when the

need arises, and the same will be made available on the website. But our commitment to protect the

privacy of website users will continue to remain.

5.2 Refund and Cancellation Policy

Avaomme Infotech Private Limited undertakes all projects under the scope of objectives that

determine the direction / route followed by the project.

All Web Design / Web Development / Mobile Application Development / SofwareDevelopemnt /

Search Engine Optimization / Digital Marketing/Hosting Services/ Maintenance of a website are

carried out and accepted after total analysis and creation of a complete scope document, in order to

ensure that our teams have full understanding of the work needed to be done, eliminating possibilities

of any project cancellation / reversal / dispute.

48
Since Avaomme Infotech Private Limited and the client understand that there is work involved to

achieve every milestone of the project and completion of every module, a refund would not be

possible for the work once assigned to us.

Payments for custom design projects / above services are made to us in increments by client is non-

refundable. If a project is canclled or postponed, all charges paid are retained by Avaomme Infotech

Private Limited and if applicable, a fee for all work completed beyond what was already paid for shall

be paid by the client.

If we receive a chargeback or payment dispute from a credit card company or bank, your service

and/or project will be suspended without notice. A Rs. 1050 chargeback fee (issued to recover fees

passed on to us by the credit company), plus any outstanding balances accrued as a result of the

chargeback(s) must be paid in full before service is restored, files delivered, or any further work is

done. Instead of issuing a chargeback, contact us to address any billing issues. Requesting a

chargeback or opening a dispute for a valid charge from us is fraud, and is never an appropriate or

legal means of obtaining a refund. Please read and make sure you fully understand our refund policy

prior to making a payment.

We are willing to work with you and after getting confirmation from your side, we immediately take

action on it and send your work in progress. Therefore, if you take your steps back after confirmation,

so, the amount you have already paid is non-refundable. We interact with our clients and do our best to

solve all their queries and start work after their approval, therefore, there is no provision for any kind

of refund. We clearly mentioned that the paid amount is non-refundable in any circumstance.

Please read and make sure you fully understand our refund and cancellation policy prior to making a

payment. Should you have other questions about our policies, feel free to cal
49
5.3 Terms of Use

Terms of Use for www.avaomme.com,

The use of any product, service or feature (the “Materials”) available through the internet websites

accessible at avaomme.com (collectively, the “Website”) by any user of the Website (“You” or

“Your” hereafter) shall be governed by the following terms of use:

 This Website is provided by Avaomme Infotech Pvt. Ltd. (hereinafter referred to as

“Avaomme” ), a company incorporated under the Companies Act, 2013 of India, having its
registered office at 2A/400, LallanPurwa Kanpur Nagar, Uttar Pradesh, India – 208002 and
shall be used for informational purposes only. By using the Website or downloading
Materials from the Website, You hereby agree to abide by the terms and conditions set forth
in this Terms of Use. In the event of You not agreeing to these terms and conditions, You
are requested by Infosys not to use the Website or download Materials from the Website.
 This Website, including all Materials present (excluding any applicable third party
materials), is the property of Avaomme and is copyrighted and protected by worldwide
copyright laws and treaty provisions. You hereby agree to comply with all copyright laws
worldwide in Your use of this Website and to prevent any unauthorized copying of the
Materials. Avaomme does not grant any express or implied rights under any patents,
trademarks, copyrights or trade secret information.

This is to inform and clarify that individuals (including but not limited to employees of Avaomme and

referred to as “Individuals” hereafter) may contribute articles and opinions on this Website entirely at

the sole discretion of Avaomme, in the form of “blogs”, as such term is generally understood. You

hereby acknowledge and agree that these blogs constitute the opinion of the Individuals in their

personal capacity, and may not represent official positions of Avaomme in any manner. Avaomme

retains all copyright to these blogs.

You may be permitted to post comments and feedback to these blogs. By doing so, You expressly

agree and acknowledge to abide by the following:

50
You shall not defame, abuse, harass or threaten Avaomme or any third party, or otherwise violate the
legal rights of Avaomme or any third party.

You shall not contribute any content or take any action that may in any manner adversely affect the
reputation of Avaomme, or that is otherwise detrimental to Avaomme.

You shall not in any manner publish or post any inappropriate, defamatory, infringing, obscene, racist,
terrorist, politically slanted, indecent or unlawful topic, name, material or information.

You shall not use profane and objectionable language or abbreviations. You shall not use any
character(s) as a substitute for objectionable language.

You shall not in any manner reveal confidential or proprietary information of any third party.
Specifically, You shall not post any material for which You do not have requisite and applicable
right(s) under law.

You shall not conduct any contests or publish or propagate any forwards.

You shall not defame, abuse, harass, stalk, threaten or otherwise violate the legal rights (such as rights
of privacy and publicity but not limited to the foregoing) of any other party including Avaomme.

You shall not publish, post, upload, distribute or disseminate any inappropriate, profane, defamatory,
obscene, indecent or unlawful topic, name, material or information.

You shall not upload or otherwise make available, files that contain images, photographs, software or
other material protected by intellectual property laws, including, by way of example, and not as
limitation, copyright or trademark laws (or by rights of privacy or publicity) unless You own or
control the rights thereto or have received all necessary consent to do the same.

You shall not upload files that contain viruses, trojan horses, worms, time bombs, cancelbots,
corrupted files, or any other similar software or programs that may damage the operation of another’s
computer or property of another.

You shall not advertise or offer to sell or buy any goods or services for any business purpose

You shall not download any file posted that You know, or reasonably should know, cannot be legally
reproduced, displayed, performed, and/or distributed in such manner.

You shall not falsify or delete any copyright management information, such as author attributions,
legal or other proper notices or proprietary designations or labels of the origin or source of software or
other material contained in a file that is uploaded.

You shall not create a false identity for the purpose of misleading others.

You shall not in any way deface or vandalize this Website, or prevent or restrict others from using this
Website.
You shall indemnify and hold harmless Avaomme from any claims and loss incurred by Infosys as a
result of Your violation of these Terms of Use.
51
You acknowledge that Avaomme may, at its sole discretion, monitor, remove or edit any content that
You contribute. Avaomme may also pursue remedies available to it under law for any violation of
these terms and conditions.

THIRD PARTY CONTENT:

The Website makes information of third parties available, including articles, analyst reports, news

reports, tools to facilitate calculation, company information and data about financial markets,

including any regulatory authority and other financial markets and other data from external sources

(the “Third Party Content”). You acknowledge and agree that the Third Party Content is not created or

endorsed by Avaomme. The provision of Third Party Content is for general informational purposes

only and does not constitute a recommendation or solicitation to purchase or sell any securities or

shares or to make any other type of investment or investment decision. In addition, the Third Party

Content is not intended to provide tax, legal or investment advice.

You acknowledge that the Third Party Content provided to You is obtained from sources believed to

be reliable, but that no guarantees are made by Avaomme or the providers of the Third Party Content

as to its accuracy, completeness, timeliness. You agree not to hold Avaomme, any business offering

products or services through the Website or any provider of Third Party Content liable for any

investment decision or other transaction You may make based on Your reliance on or use of such data,

or any liability that may arise due to delays or interruptions in the delivery of the Third Party Content

for any reason

By using any Third Party Content, You may leave this Website and be directed to an external website,

or to a website maintained by an entity other than Avaomme. If You decide to visit any such site, You

do so at Your own risk and it is Your responsibility to take all protective measures to guard against

viruses or any other destructive elements. Avaomme makes no warranty or representation regarding,

52
and does not endorse, any linked Websites or the information appearing thereon or any of the products

or services described thereon. Links do not imply that In Avaomme or this Website sponsors,

endorses, is affiliated or associated with, or is legally authorized to use any trademark, trade name,

logo or copyright symbol displayed in or accessible through the links, or that any linked site is

authorized to use any trademark, trade name, logo or copyright symbol of Avaomme or any of its

affiliates or subsidiaries. You hereby expressly acknowledge and agree that the linked sites are not

under the control of Avaomme and Avaomme is not responsible for the contents of any linked site or

any link contained in a linked site, or any changes or updates to such sites. Avaomme is not

responsible for webcasting or any other form of transmission received from any linked site. Avaomme

is providing these links to You only as a convenience, and the inclusion of any link shall not be

construed to imply endorsement by Avaomme in any manner of the website.

NO WARRANTIES:

This website, the information and materials on the site, and any software made available on the

Website, are provided “as is” without any representation or warranty, express or implied, of any kind,

including, but not limited to, warranties of merchantability, non-infringement, or fitness for any

particular purpose. There is no warranty of any kind, express or implied, regarding third party content.

In spite of Avaomme’ best endeavors, there is no warranty on behalf of Avaomme that this Website

will be free of any computer viruses. Some jurisdictions do not allow for the exclusion of implied

warranties, so the above exclusions may not apply to you.

53
LIMITATION OF DAMAGES:

In no event shall Avaomme or any of its subsidiaries or affiliates be liable to any entity for any direct,

indirect, special, consequential or other damages (including, without limitation, any lost profits,

business interruption, loss of information or programs or other data on your information handling

system) that are related to the use of, or the inability to use, the content, materials, and functions of this

Website or any linked Website, even if Avaomme is expressly advised of the possibility of such

damages.

DISCLAIMER:

The website may contain inaccuracies and typographical and clerical errors. Avaomme expressly

disclaims any obligation(s) to update this website or any of the materials on this website. Avaomme

does not warrant the accuracy or completeness of the materials or the reliability of any advice,

opinion, statement or other information displayed or distributed through the Website. You

acknowledge that any reliance on any such opinion, advice, statement, memorandum, or information

shall be at your sole risk. Avaomme reserves the right, in its sole discretion, to correct any errors or

omissions in any portion of the Website. Infosys may make any other changes to the Website, the

materials and the products, programs, services or prices (if any) described in the Website at any time

without notice. This Website is for informational purposes only and should not be construed as

technical advice of any manner.

POSTING ON THE AVAOMME WEBSITE:

Avaomme does not claim ownership of the materials You provide to Avaomme (including feedback

and suggestions) or post, upload, input or submit to any section of the Website, (each a “Submission”

and collectively “Submissions”). However, by posting, uploading, inputting, providing or submitting

(“Posting”) Your Submission You are granting Avaomme, its affiliated companies and necessary sub-

54
licensees permission to use Your Submission in connection with the operation of their Internet

businesses (including, without limitation, all services offered by Avaomme), including, without

limitation, the license rights to: copy, distribute, transmit, publicly display, publicly perform,

reproduce, edit, translate and reformat Your Submission; to publish Your name in connection with

Your Submission; and the right to sublicense such rights to any other party.

You hereby acknowledge and agree that no compensation shall be paid or no future commercial

consideration has accrued with respect to the use of Your Submission by Avaomme, as provided

herein. Avaomme shall be under no obligation to post or use any Submission You may provide and

Avaomme shall remove any Submission at any time at its own sole discretion.

By Posting a Submission You hereby warrant and represent that You own or otherwise control all of

the rights required under worldwide law for Your Submission as described in these Terms of Use

including, without limitation, all the rights necessary for You to provide, post, upload, input or submit

the Submissions.

LAWFUL AND / OR PROHIBITED USE OF THE WEBSITE:

As a condition of Your use of the Website, You shall not use the Website for any purpose(s) that is

unlawful or prohibited by the Terms of Use. You shall not use the Website in any manner that could

damage, disable, overburden, or impair any Avaommes server, or the network(s) connected to any

Avaomme server, or interfere with any other party’s use and enjoyment of any services associated

with the Website. You shall not attempt to gain unauthorized access to any section of the Website,

other accounts, computer systems or networks connected to any Avaomme server or to any of the

services associated with the Website, through hacking, password mining or any other means. You shall

55
not obtain or attempt to obtain any Materials or information through any means not intentionally made

available through the Website.

INDEMNITY:

You agree to indemnify and hold harmless Avaomme, its subsidiaries and affiliates from any claim,

cost, expense, judgment or other loss relating to Your use of this Website in any manner, including

without limitation of the foregoing, any action You take which is in violation of the terms and

conditions of these Terms of Use and against any applicable law.

CHANGES:

Avaomme reserves the rights, at its sole discretion, to change, modify, add or remove any portion of

these Terms of Use in whole or in part, at any time. Changes in these Terms of Use will be effective

when notice of such change is posted. Your continued use of the Website after any changes to these

Terms of Use are posted will be considered acceptance of those changes. Avaomme may terminate,

change, suspend or discontinue any aspect of the Website, including the availability of any feature(s)

of the Website, at any time. Avaomme may also impose limits on certain features and services or

restrict Your access to certain sections or all of the Website without notice or liability. You hereby

acknowledge and agree that Avaomme may terminate the authorization, rights and license given above

at any point of time at its own sole discretion and upon such termination; You shall immediately

destroy all Materials.

INTERNATIONAL USERS AND CHOICE OF LAW:

This Site is controlled, operated and administered by Avaomme from its offices within India.

Avaomme makes no representation that Materials on this Website are appropriate or available for use

at any other location(s) outside India. Any access to this Website from territories where their contents

56
are illegal is prohibited. You may not use the Website or export the Materials in violation of any

applicable export laws and regulations. If You access this Website from a location outside India, You

are responsible for compliance with all local laws.

These Terms of Use shall be governed by the laws of India, without giving effect to its conflict of laws

provisions. You agree that the appropriate court(s) in Kanpur, India, will have the exclusive

jurisdiction to resolve all disputes arising under these Terms of Use and You hereby consent to

personal jurisdiction in such forum.

These Terms of Use constitutes the entire agreement between Avaomme and You with respect to Your

use of the Website. Any claim You may have with respect to Your use of the Website must be

commenced within one (1) year of the cause of action. If any provision(s) of this Terms of Use is held

by a court of competent jurisdiction to be contrary to law then such provision(s) shall be severed from

this Terms of Use and the other remaining provisions of this Terms of Use shall remain in full force

and effect.

57
5.4 Frequently Asked Questions

Based on over 04 years of experience and questions we receive from our clients, we wrote down a list

of Frequently Asked Questions (FAQ). We hope that it will help you better understand the issues

related to software development. For your convenience, we have divided the questions into three

categories: process, costs and experience.

Process

1. What can you help me with?

With whatever we can. Preparing cost analysis, establishing team roles, creating roadmaps. Defining

business goals, key business values, target users, main features, prioritising. We can find you similar

projects that are already active on the market to benchmark against. We can assist you with creating

user personas, mock-ups, user stories, time frame, establishing project status and preparing project

estimation. We’ll be happy to outline project specification, prepare wireframes, details concerning

integrations with external services, API documentation, required features list.

In terms of project development we prepare server-side architecture, front end, back end, graphic and

UX design, and create back-office consoles.

We are also happy to advise our customers in terms of budgeting, scheduling, risk management, and

business model creation.

2. How do I create a product with you?

If you have an idea contact us by our online form, e-mail or phone. We’ll meet and talk it over. Just be

sure to prepare as much info about your idea as possible, it will smoothen the meeting and benefit

58
further cooperation. If you don’t know how to get around to it, go ahead and read our blog entry on

how to write a project brief.

3. Should I create a mobile or a web app?

Both have their benefits and flaws. Mobile apps are surely more expensive but can provide you with

many more data collecting, monetisation capabilities than web applications. Progressive Web Apps are

a good compromise between a mobile and web app — you can learn more about PWA on our blog.

But remember that sooner or later you may need both mobile and web app and when that moment

comes we are here for you 🙂

4. What do I need to know before contacting you?

Well, the most important thing to know is what do you want to accomplish. Why do I need this

software? What for? What should it do? Having a clear vision in mind is crucial when ordering a

software application. You don’t want to spend many months developing it with us without being sure

what you need. If you have no experience in app development feel free to read our blog entry on that

topic. We’ll also be glad to help you get started, building projects from scratch is nothing new for us.

5. Do I need to be tech-savvy to cooperate with you and order a software application?

You certainly do not have to be a software development expert, that’s what we’re here for 🙂 We

welcome your experience in that matter if you happen to have any, but are prepared to guide you

through the whole process and explain everything. Focus on your needs and we’ll deliver what you

require.

6. How much time will it take for you to make my app?

To give you a precise answer we must prepare a project scope and create a budget. We shall tell you

how much of that scope can be completed within the budget and we’ll be able to estimate how long
59
will it take after at least a month of work. Don’t worry, if you’re not happy with our work after two

weeks you can retract from the project with no penalties, this is our trial period and we believe that

any reliable software house should give you one. Read our blog entry to learn more about our

methods.

7. How do you guarantee product quality?

We evaluate the result after every two weeks, we test our work (we conduct both development and

acceptance tests), we present it to you, we apply your feedback so you know you get what you are

paying for.

8. How can I be sure you work at my project as much as you declare?

We thoroughly monitor our developers and control how much time they spend on each task down to

the exact minute. We use Harvest software and Redmine to track time spent on your project.

9. I want to be involved in the app development process, do you have a problem with that?

Not at all! We want you to be sure you’ll receive the product you desire. From the planning stage to

each finished version, we invite you to evaluate and improve our work. Our philosophy is to work with

the client, not merely finish given tasks. We are always ready to listen and communicate.

10. Why should I choose you and not hire my own software development team?

Hiring your own software developers can be a really smart choice, however, recruitment process is

time-consuming and the costs of keeping an in-house programming team are very high. You’ll

probably need to employ your own software engineers sooner or later but hiring us can help you save

a lot of money and time (which is basically the same in a business project). Read our blog entry on that

topic to learn more.

60
11. What happens after you finish my app?

Hopefully the app is exactly what you dreamed of 🙂But apart from delivering a finished product, we

are happy to provide you with technical support and app maintenance should you need it. After all, we

know our work inside out. Of course if you want to maintain the app by yourself the source code and

all technical data is at your disposal, but even in that case, feel free to contact us if you need any help.

12. Are you able to double the size of the team involved in the project if the need arises?

Whether you want to expand your product or create a completely new one simultaneously, and then
again focus only on one of your projects, we are always ready to adapt to your requirements. If the
work is less intense team size can be reduced. When improvements need to be implemented fast, we
can quickly assign additional team members to speed up each phase of the development process.

13. Will development include the creation of prototypes and demo versions that I can try out?

We would not call it exactly a demo version but using Agile Methodolgy compels us to create
operating software as soon as possible and later just add next features along the process. Therefore,
you’ll be able to examine and test your software very early.

14. Will my observations concerning the prototypes be factored into the final version?

Of course. Thanks to the Agile Methodology we are able to iterate the project during its development
and include your feedback to improve the product as it is being created.

15. Can the software be upgraded in the future as new technology becomes available?

Of course! We are always happy to improve, upgrade and further develop our work.

16. What if I come to you with a product that I want to improve?

We’ll be more than happy to help you with that. Beginning with a UX Audit (if applicable) through

improving your system architecture and adding new features.

61
17. Will a project manager be assigned to me as a contact person? Will this contact person be
available throughout the time the software is being developed?

Yes. All our customers are assigned a liaison that serves as their guide and information source
throughout our whole cooperation.

18. Will my liaison send me a progress report on a daily basis detailing the work that has been
completed? What other pieces of information will they update me on? Will the progress report
include a plan for the next sprint?

We send you a report every two weeks (i.e. after each sprint, when the next version of the software is
completed) or every month if you prefer. The report includes info on what we plan to achieve in the
next sprint. Apart from that you are welcome to contact us any time either in person, via Skype, phone,
e-mail or live chat. During work hours we usually answer after no more than few minutes.

19. My product is very complex and innovative, I’m dealing with many legacy systems and
complicated tech structure in my company. Will the app be compatible with our technology and
perform despite those difficulties?

When it comes to preparing an IT project there is no place for half measures. We prepare a Proof of

Concept. It is a product development technique that helps us examine if the concept is feasible to

realise from tech and business perspective and gives us an idea on how the product should be

developed.

Costs

20. How much do you charge?

It depends on many things: project scope, time spent on the project and technological issues. We know

it sounds vague but its simply honest. Remember that each software project is different, especially if

you had a particularly original idea. We do not want to give you an unrealistic estimate, instead we

want to provide you with the best quality possible within your budget. To learn more about our pricing

method read our blog entry.

62
 Experience

21. What is your experience?

We have more than 10 years of business experience. We’ve worked with and completed projects for

leading retailers, international food and drink companies, start-ups, real estate,

telecommunications, fashion companies, and many, many more.

We are experienced in creating Android, iOS Mobile apps, Web and IoT apps, augmented reality, e-

learning, CRM systems and constantly improving our skills! Check out our portfolio to learn more.

22. What technology do you use?

For back-end we use Python, Django and Node.js. For front-end we use Angular.js, and React.js. For

mobile we use Kotlin and Swift.

23. Are there any reasons why you chose those particular technologies?
Back-end

We use Python because it works well when it comes to Rapid Application Development, which gives

the developers a lot of possibilities when it comes to prototyping, allows them to take advantage of

ready-to-use components, and speeds up the development process. Indeed – the first results are visible

almost immediately.

Django is a powerful web framework supported by a large and active community, not to mention

substantial documentation. It makes it fast and easy to build advanced web apps with less code.

Node.js is suitable for building fast and scalable apps that use the same code for both server- and

client-side.

63
Front-end

React.js is a library. We use it because it is perfect for a wide range of projects, fast iterations,

implementations, prototyping and creating a proof of concept. It’s simple and scalable.

We choose Angular.js when it comes to enterprise projects. It’s a framework best suited for CRMs,

CMS’ and other sophisticated apps and systems.

24. Do you have any testimonials from satisfied customers?

Absolutely! Take a look at what our clients have to share about our cooperation.

25. Could you please send me some CVs of your team to have a look at their skills and working
experience?

Of course! Please contact us by our contact form or e-mail and we’ll send you complete info regarding
our team members’ experience.

26. Do you provide any services apart from Software Development?

Yes, we can also help you with Product Design and Digital Transformation Strategy.

Product Design

During product design phase we focus on understanding your idea and how it can be effectively

realised. We begin with workshops that help us find out what are your needs and expectations. We

also prepare market and competition analysis as well as point you towards the best solutions.

All this allows us to create prototypes that will enable collecting feedback from potential users and

perfect our mock-ups throughout the entire process.

64
Digital Transformation

Digital transformation is an organisational change of approach, which leads to more agile and data-

driven decision making, as well as optimising and digitising core business processes. The purpose is to

work better and more effectively while providing more value to customers at the same time. To help

you achieve this we combine our tech, product development and business skills. Our customers

receive market analysis regarding latest technological trends occurring in their line of business as well

as innovative digital product conceptualisations and prototypes that will help validate those concepts

and evaluate risk.

65
 Chapter 6

6.1 Market Research & Analysis

Marketing research can give a business a picture of what kind of new products and services may
bring a good sum of profit. For products and services already available, marketing research can
tell companies whether they are meeting their customers' needs and expectations. By researching
the answers to specific questions, small-business owners can learn whether they need to change
their package design or tweak their delivery methods--and even whether they should consider
offering additional services. A good market research plan indicates where and who your
customers are. It will also tell you when they are most likely and willing to purchase your goods
or use your services. Business Solutions believe to be an expert in Market research & analysis.
As they are connected with various group of companies their work is to recognize the link
between customer relationships and business outcome which allows companies to optimize and
execute their customer strategies.

Branding

Branding is an important aspect of any business; large or small, retail or B2B. Marketing may
contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is
what remains after the marketing has swept through the room. It’s what sticks in your mind about
a product, service, or organization—whether at that particular moment; you bought or not.The
brand is ultimately what determines if you will become a loyal customer or not. The marketing
may convince you to buy a particular Toyota, and maybe it’s the first foreign car you ever owned,
but it is the brand that will determine if you will only buy Toyot as for the rest of your life.
Business Solutions is confident to establish the branding reputation in this competitive Market.
66
Business solution create, plan and manage branding strategies for clients, but can also involve
support for advertising and other forms of promotion.

67
Product Catalog

The product catalog is a set of information about individual models. Models are specific versions
or various configurations of an asset. Models published to the product catalog are automatically
published to the service catalog. Business Solutions limited can efficiently do this service catalog
that includes information about goods (models) and services.

Advertisement plan

An advertising plan is a basic part of a marketing strategy. It helps a business to establish smaller
goals as part of a larger marketing strategy. For example, an advertising plan may be created for a
few months to a year, where a complete marketing strategy may aim to corner a part of the market
in 5 years. An advertising plan lays out exactly how and when a business will reach out to
potential customers through various types of media. This includes setting advertising goals,
identify ingatar get audience, defining a message to the ataudience, and clarifying a plan of action
to achieve those goals. Business Solutions do this planning program through our highest
professional expertise.

Outlet Promotion

Promotional outlets are things like advertising, sampling, sales prices, gift with purchase, display ideas
etc. Business Solutions limited do this service to the client through their internal & external
professional expertise.

Social Media Marketing

Social media itself is a catch-all term for sites that may provide radically different social actions.
For instance, Twitter is a social site designed to let people share short messages or “updates” with
others. Facebook, in contrast is a full-blown social networking site that allows sharing updates,
photos, joining events and a variety of other activities. Social allow individuals and businesses to
interact with one another and build relationships and communities online. When companies join
these social channels, consumers can interact with them directly. The professional expertise team
engages all the time on this service through some rules and regulations.

68
Project Plan

A project plan is a formal document designed to guide the control and execution of a project. A
project plan is the key to a successful project and is the most important document that needs to be
created when starting any business project. The professional expertise of project planner can do
this kind of activities more efficiently for our honorable client.

69
Web Development

Web development is a broad term for the work involved in developing a web site for the
Internet (World Wide Web). Web development can range from developing the simplest
static single page of plain text to the most complex web-based internet applications,
electronic businesses, and social network services. A more comprehensive list of tasks to
which web development commonly refers, may include web design, web content
development, client liaison, client-side/side scripting, web server and network security
configuration, and e-commerce development. Business Solutions are confident to
develop any kind of Web related work successfully.

Payroll

Payroll is essential to a company’s financial accounting for many reasons. In accounting,

payroll is important because payrolls (and payroll taxes) greatly affect the net income of
most companies. Payroll is also often subject to numerous laws and regulations that
companies need to cooperate with. Of course, pay roll is also incredibly important to its
recipients: the employees of a company. Employee morale can be negatively affected by
errors and irregularities in payroll, so an organization must distribute payroll in an
appropriate and precise manner. It is critical that every employee receives their pay
accurately and with the correct with holdings and deductions, and for an organization to
guarantee that all of these withholdings and deductions are submitted in an appropriate
manner to the correct entities. This may include salary payments, pay check deductions
and tax with holdings.

Event Management

Event management is the application of project management to the creation and

development of large scale events such as festivals, conferences, ceremonies, formal
parties, concerts, or conventions. It involves studying the brand, identifying the target
audience, devising the event concept, planning the logistics and coordinating the
technical aspects before actually launching the event. The process of planning and
coordinating the event is usually referred to as event planning and can include budgeting,
scheduling, site selection, acquiring necessary permits, co-ordinating transportation and
parking, arranging for speakers or entertainers, arranging decor, event security, catering
and emergency plans. Business Solutions can do to arrange any kind of event for their
clients in country through expertise.

70
 Chapter 7

7.1 My Contribution:

I joined as an intern in the Avaomme Infotech (P) Ltd. In the Avaomme Infotech (P)

Ltd mostly workon web services and provides marketing facilities to other businesses.

Avaomme Infotech (P) Ltd launched a new product called Digital Marketing, in later

chapters I will discuss more about the marketing strategy of this product. Usually I

contributed in this particular project. My main task was to communicate with clients

through phone and make the understand about Digital Marketing. The Digital marketing

is a web service which used for online marketing.

71
7.2 Digital Marketing

Any marketing that uses electronic devices and can be used by marketing specialists to

convey promotional messaging and measure its impact through your customer journey. In

practice, digital marketing typically refers to marketing campaigns that appear on a computer,

phone, tablet, or other device. It can take many forms, including online video, display ads,

search engine marketing, paid social ads and social media posts. Digital marketing is often

compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly,

television is usually lumped in with traditional marketing.

Did you know that more than 3 quarters of Americans go online on a daily basis? Not only

that, but 43% go on more than once a day and 26% are online “almost constantly.”

These figures are even higher among mobile internet users. 89% of Americans go online at

least daily, and 31% are online almost constantly. As a marketer, it’s important to take

advantage of the digital world with an online advertising presence, by building a brand,

providing a great customer experience that also brings more potential customers and more,

with a digital strategy.

What is digital marketing?

Digital marketing, also called online marketing, is the promotion of brands to connect with

potential customers using the internet and other forms of digital communication. This

includes not only email, social media, and web-based advertising, but also text and

multimedia messages as a marketing channel.

Essentially, if a marketing campaign involves digital communication, it's digital marketing.

72
Inbound marketing versus digital marketing

Digital marketing and inbound marketing are easily confused, and for good reason. Digital

marketing uses many of the same tools as inbound marketing—email and online content, to

name a few. Both exist to capture the attention of prospects through the buyer’s journey and

turn them into customers. But the 2 approaches take different views of the relationship

between the tool and the goal.

Digital marketing considers how each individual tool can convert prospects. A brand's

digital marketing strategy may use multiple platforms or focus all of its efforts on 1 platform.

Inbound marketing is a holistic concept. It considers the goal first, then looks at the available

tools to determine which will effectively reach target customers, and then at which stage of

the sales funnel that should happen.

The most important thing to remember about digital marketing and inbound marketing is that

as a marketing professional, you don’t have to choose between the 2. In fact, they work best

together. Inbound marketing provides structure and purpose for effective digital marketing to

digital marketing efforts, making sure that each digital marketing channel works toward a

goal.

73
B2B versus B2C digital marketing

Digital marketing works for B2B as well as B2C companies, but best practices differ

significantly between the 2.

 B2B clients tend to have longer decision-making processes, and thus longer sales
funnels. Relationship-building strategies work better for these clients, whereas B2C
customers tend to respond better to short-term offers and messages.
 B2B transactions are usually based on logic and evidence, which is what skilled B2B
digital marketers present. B2C content is more likely to be emotionally-based,
focusing on making the customer feel good about a purchase.
 B2B decisions tend to need more than 1 person's input. The marketing materials that
best drive these decisions tend to be shareable and downloadable. B2C customers, on
the other hand, favor one-on-one connections with a brand.

Of course, there are exceptions to every rule. A B2C company with a high-ticket product,

such as a car or computer, might offer more informative and serious content. Your strategy

always needs to be geared toward your own customer base, whether you're B2B or B2C.

Types of digital marketing

There are as many specializations within digital marketing as there are ways of interacting

using digital media. Here are a few key examples.

Search engine optimization

Search engine optimization, or SEO, is technically a marketing tool rather than a form of

marketing in itself. The Balance defines it as “the art and science of making web pages

attractive to search engines.”

The "art and science" part of SEO is what’s most important. SEO is a science because it

requires you to research and weigh different contributing factors to achieve the highest

possible ranking. Today, the most important elements to consider when optimizing a web

page include:

 Quality of content

74
  Level of user engagement
 Mobile-friendliness
 Number and quality of inbound links

The strategic use of these factors makes SEO a science, but the unpredictability involved

makes it an art.

In SEO, there's no quantifiable rubric or consistent rule for ranking highly. Google changes

its algorithm almost constantly, so it's impossible to make exact predictions. What you can do

is closely monitor your page's performance and make adjustments accordingly.

Content marketing

SEO is a major factor in content marketing, a strategy based on the distribution of relevant

and valuable content to a target audience.

As in any marketing strategy, the goal of content marketing is to attract leads that ultimately

convert into customers. But it does so differently than traditional advertising. Instead of

enticing prospects with potential value from a product or service, it offers value for free in the

form of written material.

Content marketing matters, and there are plenty of stats to prove it:

 84% of consumers expect companies to produce entertaining and helpful content

experiences
 62% of companies that have at least 5,000 employees produce content daily
 92% of marketers believe that their company values content as an important asset

As effective as content marketing is, it can be tricky. Content marketing writers need to be

able to rank highly in search engine results while also engaging people who will read the

material, share it, and interact further with the brand. When the content is relevant, it can

establish strong relationships throughout the pipeline.

75
Social media marketing

Social media marketing means driving traffic and brand awareness by engaging people in

discussion online. The most popular platforms for social media marketing are Facebook,

Twitter, and Instagram, with LinkedIn and YouTube not far behind.

Because social media marketing involves active audience participation, it has become

a popular way of getting attention. It's the most popular content medium for B2C marketers at

96%, and it's gaining ground in the B2B sphere as well. According to the Content Marketing

Institute, 61% of B2B content marketers increased their use of social media this year.

Social media marketing offers built-in engagement metrics, which are extremely useful in

helping you to understand how well you're reaching your audience. You get to decide which

types of interactions mean the most to you, whether that means the number of shares,

comments, or total clicks to your website.

Direct purchase may not even be a goal of your social media marketing strategy. Many

brands use social media marketing to start dialogues with audiences rather than encourage

them to spend money right away. This is especially common in brands that target older

audiences or offer products and services not appropriate for impulse buys. It all depends on

your company's goals.

To learn more about how Mailchimp can help with your social media strategy, check out the

comparison of our free social media management tools versus others.

76
Pay-per-click marketing

Pay-per-click, or PPC, is posting an ad on a platform and paying every time someone clicks

on it.

How and when people see your ad is a bit more complicated. When a spot is available on

a search engine results page, also known as a SERP, the engine fills the spot with what is

essentially an instant auction. An algorithm prioritizes each available ad based on a number

of factors, including:

 Ad quality
 Keyword relevance
 Landing page quality
 Bid amount

Each PPC campaign has 1 or more target actions that viewers are meant to complete after

clicking an ad. These actions are known as conversions, and they can be transactional or non-

transactional. Making a purchase is a conversion, but so is a newsletter signup or a call made

to your home office.

Whatever you choose as your target conversions, you can track them via your chosen

platform to see how your campaign is doing.

Affiliate marketing

Affiliate marketing lets someone make money by promoting another person's business. You

could be either the promoter or the business who works with the promoter, but the process is

the same in either case.

77
It works using a revenue sharing model. If you're the affiliate, you get a commission every

time someone purchases the item that you promote. If you're the merchant, you pay the

affiliate for every sale they help you make.

Some affiliate marketers choose to review the products of just 1 company, perhaps on a blog

or other third-party site. Others have relationships with multiple merchants.

Whether you want to be an affiliate or find one, the first step is to make a connection with the

other party. You can use a platform designed to connect affiliates with retailers, or you can

start or join a single-retailer program.

If you're a retailer and you choose to work directly with affiliates, there are many things you

can do to make your program appealing to potential promoters. You'll need to provide those

affiliates with the tools that they need to succeed. That includes incentives for great results as

well as marketing support and pre-made materials.

Native advertising

Native advertising is marketing in disguise. Its goal is to blend in with its surrounding content

so that it’s less blatantly obvious as advertising.

Native advertising was created in reaction to the cynicism of today's consumers toward ads.

Knowing that the creator of an ad pays to run it, many consumers will conclude that the ad is

biased and consequently ignore it.

A native ad gets around this bias by offering information or entertainment before it gets to

anything promotional, downplaying the "ad" aspect.

78
It’s important to always label your native ads clearly. Use words like “promoted” or

“sponsored.” If those indicators are concealed, readers might end up spending significant

time engaging with the content before they realize that it's advertising.

When your consumers know exactly what they're getting, they'll feel better about your

content and your brand. Native ads are meant to be less obtrusive than traditional ads, but

they’re not meant to be deceptive.

Marketing automation

Marketing automation uses software to power digital marketing campaigns, improving the

efficiency and relevance of advertising.

According to statistics:

 90% of US consumers find personalization either “very” or “somewhat” appealing

 81% of consumers would like the brands they engage with to understand them better
 77% of companies believe in the value of real-time personalization, yet 60% struggle
with it

Marketing automation lets companies keep up with the expectation of personalization. It

allows brands to:

 Collect and analyze consumer information

 Design targeted marketing campaigns
 Send and post marketing messages at the right times to the right audiences

Many marketing automation tools use prospect engagement (or lack thereof) with a particular

message to determine when and how to reach out next. This level of real-time customization

means that you can effectively create an individualized marketing strategy for each customer

without any additional time investment.

79
Email marketing

The concept of email marketing is simple—you send a promotional message and hope that

your prospect clicks on it. However, the execution is much more complex. First of all, you

have to make sure that your emails are wanted. This means having an opt-in list that does the

following:

 Individualizes the content, both in the body and in the subject line
 States clearly what kind of emails the subscriber will get
 Offers a clear unsubscribe option
 Integrates both transactional and promotional emails

You want your prospects to see your campaign as a valued service, not just as a promotional

tool.

Email marketing is a proven, effective technique all on its own: 89% of surveyed

professionals named it as their most effective lead generator.

It can be even better if you incorporate other techniques such as marketing automation, which

lets you segment and schedule your emails so that they meet your customer's needs more

effectively.

7.3 The benefits of digital marketing

Digital marketing has become prominent largely because it reaches such a wide audience of

people, but it offers a number of other advantages as well. These are a few of the benefits.

A broad geographic reach

When you post an ad online, people can see it no matter where they are (provided you

haven’t limited your ad geographically). This makes it easy to grow your business's market

reach.

80
Cost efficiency

Digital marketing not only reaches a broader audience than traditional marketing but also

carries a lower cost. Overhead costs for newspaper ads, television spots, and other traditional

marketing opportunities can be high. They also give you less control over whether your target

audiences will see those messages in the first place.

With digital marketing, you can create just 1 content piece that draws visitors to your blog as

long as it's active. You can create an email marketing campaign that delivers messages to

targeted customer lists on a schedule, and it's easy to change that schedule or the content if

you need to do so.

When you add it all up, digital marketing gives you much more flexibility and customer

contact for your ad spend.

Quantifiable results

To know whether your marketing strategy works, you have to find out how many customers

it attracts and how much revenue it ultimately drives. But how do you do that with a non-

digital marketing strategy?

There's always the traditional option of asking each customer, “How did you find us?"

Unfortunately, that doesn't work in all industries. Many companies don't get to have one-on-

one conversations with their customers, and surveys don't always get complete results.

With digital marketing, results monitoring is simple. Digital marketing software and

platforms automatically track the number of desired conversions that you get, whether that

means email open rates, visits to your home page, or direct purchases.

81
Easier personalization

Digital marketing allows you to gather customer data in a way that offline marketing can't.

Data collected digitally tends to be much more precise and specific.

Imagine you offer financial services and want to send out special offers to people who have

looked at your products. You know you'll get better results if you target the offer to the

person's interest, so you decide to prepare 2 campaigns. One is for young families who have

looked at your life insurance products, and the other is for millennial entrepreneurs who have

considered your retirement plans.

How do you gather all of that data without automated tracking? How many phone records

would you have to go through? How many customer profiles? And how do you know who

has or hasn't read the brochure you sent out?

With digital marketing, all of this information is already at your fingertips.

More connection with customers

Digital marketing lets you communicate with your customers in real-time. More importantly,

it lets them communicate with you.

Think about your social media strategy. It's great when your target audience sees your latest

post, but it's even better when they comment on it or share it. It means more buzz surrounding

your product or service, as well as increased visibility every time someone joins the

conversation.

Interactivity benefits your customers as well. Their level of engagement increases as they

become active participants in your brand's story. That sense of ownership can create a strong

sense of brand loyalty.

82
Easy and convenient conversions

Digital marketing lets your customers take action immediately after viewing your ad or

content. With traditional advertisements, the most immediate result you can hope for is a

phone call shortly after someone views your ad. But how often does someone have the time

to reach out to a company while they're doing the dishes, driving down the highway, or

updating records at work?

With digital marketing, they can click a link or save a blog post and move along the sales

funnel right away. They might not make a purchase immediately, but they’ll stay

connected with you and give you a chance to interact with them further.

Digital marketing creates growth

Digital marketing should be one of the primary focuses of almost any business’s overall

marketing strategy. Never before has there been a way to stay in such consistent contact with

your customers, and nothing else offers the level of personalization that digital data can

provide. The more you embrace the possibilities of digital marketing, the more you'll be able

to realize your company's growth potential.

83
7.4 Defining the Competitive Advantage of Digital marketing Using

Porter's Five Forces model:

Digital marketing agencies and online business can often benefit by doing some strategic

business planning. Using a framework like Porter’s Five Forces can be a straightforward way

to get this competitive analysis done. Although Porter’s concepts may be unfamiliar to you,

they are certainly worth the difficulty required to learn their central concepts.

The most important thing for digital marketers is that they grasp enough of Porter’s key

concepts so that they can start using it as a tool in their digital business.

Porter’s Five Forces is a useful tool to have in your business toolbox to do a competitive

analysis of your particular digital business environment.

Because business conditions can change rapidly, you may need to do these competitive

industry scans every year. Some scans can be time-consuming depending on how deep you

need to go, which will change according to industry. If your analysis requires a deep dive

every year or so, try to pick a few of your most important factors that you can gauge

quarterly. These can be executive level summaries that scan for any significant changes and

emerging threats in your industry.

84
Porter’s Five Forces

Porter’s Five Forces is a process for doing a competitive analysis on any particular

marketplace invented by Professor Michael E. Porter of Harvard University. It is a resource-

focused methodology as it factors industry costs and how businesses deal with them. The

primary purpose of Porter’s method is to determine the competitive intensity of your

particular industry. High competitive intensity (where a marketplace is flooded with a wide

mix of products and services) creates what is called a red ocean. The sea is red because you

have lots of sharks fighting over a finite supply of consumers. The redder the sea, the less

likely your company will be able to make a profit.

It’s important to understand how intensely red the ocean that you’re competing in is colored.

If a marketplace is stuck in a red ocean, then see if there is a nearby blue ocean you can

compete in with fewer competitors. A blue ocean gives you more flexibility to make more

profit. If a company can slightly shift their product or services to cater to this less competitive

space, they can reap proportionally more reward for the same amount of effort.

Porter’s #1 Force – Competitive Intensity

Competitive intensity forms the first of Porter’s Five Forces. Competitive intensity is made

up of all the factors that conspire to create a red ocean type of industry. These factors can

affect profits down as competitors try to jostle for position. To figure out how competitive

your industry is, start with the following eight factors to assess the competitive intensity of

your industry.

The eight factors of Porter’s competitive intensity.

According to Porter, eight factors go into determining the relative competitiveness of a

marketplace.

85
1. Are there lots of competitors? If there are a lot of people opening the same type of

business, then the competition in your space may be too intense for your business to be

viable.

2. Is there real industry growth? If you are in a quickly growing industry such as many

online businesses are these days, this may bode well for you even if the sector is filled with

competitors. Growth rates change over time, so be sure to make regular forecasts to adjust

your future expectations.

3. Are there high fixed costs? Fixed costs such as storage costs create an incentive where

competitors that are in the industry battle to stay in it.

4. Is there a lack of differentiation? When every digital agency spends money on marketing

and branding, it can be hard to differentiate between various online businesses. A good

example is a marketing agency that promises companies more leads. Think about what can

distinguish your business from the hundreds in your state alone that promise the same

benefit?

5. Is capacity added to significant increments? Imagine a scenario where a stadium is

trying to forecast its ideal capacity. To add more seats, it needs to create a multi-million

dollar extension to its existing infrastructure. It’s not like it can create 100 new seats just by

going to the chair factory. Take the example when a hotel needs to add volume for the

holidays. The hotel industry has to add a lot of capacity all at once. These high marginal costs

can act as a deterrent for other competitors to enter the space.

6. Do businesses use their diverse, competitive strategies in a particular market? If

you’re competing against companies that use a range of competitive strategy, it can difficult

to come up with a different plan that helps you stand out.

86
7. Are you in a high stakes industry? Imagine an industry like solar power or cancer

research. Businesses in these industries have significant things at stake for our humanity as a

whole. It’s imperative that you be the best for society to be rewarded as quickly as possible.

High stakes industries are therefore extremely competitive.

8. Is there a high exit barrier? Once you are in industry, is it difficult for businesses to get

out? Firms that are difficult to liquidate tend to stick around longer whether they’re doing

well or not.

An example of competitive intensity in online business is online storage. While some online

storage companies like Dropbox have been able to differentiate themselves, there are so many

competitors that they mostly have to compete on price.

Porter’s #2 Force – Ease of Entry

The second of Porter’s Five Forces is how easy is it for a company to get into your industry.

You have to ask whether it is expensive for an average person to jump into your industry?

Larger, well-established companies may have large economies of scale. There could also be

barriers to entry in the market such as licensure requirements and expensive permits that keep

the less-committed out. There could be a significant capital barrier to entry into a niche.

Some businesses require specialized capital equipment that you would need before you could

compete in that particular industry.

An example in the online business of ease of entry is the web hosting business. It’s relatively

easy for anyone to setup as a host and starts accepting payments. This creates a “red sea”

situation where there is a large pool of competitors.

87
Porter’s #3 Force – Buyer’s Bargaining Power

The third of the Five Forces is the bargaining power of buyers, which in this case means

customers. Just like in real estate, you could either be in a buyer’s market or a seller’s market.

If there is lots of supply with relatively slack demand, a buyer can negotiate the price down

until they get a great deal. On the other hand, there might be so much demand that the seller

has more bargaining power to get a price more conducive to making a profit. You obviously

want to stay away from industries where the buyers have all the pricing power. These

industries have a marketplace imbalance such that the businesses have to work harder to

service their customers.

An example of buyer’s bargaining power in online business is the online ad serving industry.

The rates that advertisers pay for display advertising continues to drop, an indication that the

buyers have the leverage in this market place.

Porter’s #4 Force – Threat of Substitutes

The fourth of the Five Forces is the threat of substitutes. This tenet gauges how easy it is for a

consumer to get what they need from another industry. Let’s say you run a concrete business.

People needing to repave their driveways will need to come to you. Now they could

substitute an inferior product like asphalt or a more expensive product like natural stone, but

those products are not exact substitutions. On the other side of the spectrum, let’s look at

food. If you’re hungry, you can eat anywhere to satiate your hunger. Food has a high threat of

substitution, and anyone getting into the restaurant business knows that they will have to fight

hard to get people coming back.

The threat of substitutes is something that digital businesses have to be especially wary of.

You may be thinking about a great digital service or app idea, but what will anchor people to

88
stay with your app? You’ll have to map out a set of features that your competitors are missing

from their service. You’ll always have inertia and brand loyalty on your side if you’re one of

the first to market in your digital niche, but you’ll need more to make your digital service

“sticky” to consumers as they will have plenty of choices.

Porter’s #5 Force – Supplier’s Bargaining Power

The fifth and final of the Five Forces is the bargaining power of vendors. When your

suppliers have lots of bargaining power, you are competing more heavily because for

resources. If the supply of supplies that your company needs can be increased without you

threatening to look elsewhere, then your costs will be higher. The biggest supply cost for

most businesses will be their labor supply. If you need to hire skilled computer technicians

that are in short supply, then you will need to escalate wages to attract suitable candidates. In

the online business world, there’s an unusually high demand for computer programmers and

developers. This causes their wages to rise in proportion to their scarcity.

Another aspect of the bargaining power of suppliers includes the share of their business that

you have for them. If you are one of their most valuable customers, then you’ll have

tremendous bargaining power. However, if you are a small customer for that supplier, you

lose any bargaining power that you have. An example of this is when Apple needed faster

PowerPC chips from Sony for their PowerMac line of computers. As Apple applied pressure

to Sony to increase the clock speeds of their G5 PowerPC processors, Sony was able to brush

Apple off as the Play station dwarfed Apple’s demand in their supply chain. Apple had no

choice but to switch to Intel chips for both their desktop and laptop computer lines.

There’s one final thing to look at when it comes to your supplier’s effect on competitive

intensity. What if the company that is supplying you with your raw materials or services can

89
themselves create a comparable offering? That means by hiring a product team; they could

enter the industry to compete with you. The supplier that had been driving up the competitive

intensity of your supply chain costs now has jumped into your ocean. Their existence now

increases their bargaining power with you, since they can just keep their inputs for

themselves instead of selling them on a wholesale basis to you.

90
7.5 Implementing the Five Forces for our Company

We’ve gone over the Five Forces of Porter’s model that can raise the costs of digital

businesses and make them less competitive. These include

• The competitive intensity of a marketplace.

• The threat of new entrants into a market.

• Bargaining power of buyers, as well as those of-of suppliers.

• The possibility that a consumer will substitute away from your business to a

competitor.

If you’re entering a digital industry, you’ll need to tabulate this information as you’re

assessing the competitiveness of your marketplace. Look at how many competitors are there

in your industry. If it’s a high number, that’s not so promising. But if there’s a small number,

that could open up an opportunity. This doesn’t mean that your analysis is done. You still

have to gauge how many competitors your industry can handle and how quickly the industry

is growing. There may also be cost advantages if it’s easy to enter a particular market. But if

you are already in the industry, a little barrier to entry will pose a threat to you. A higher

const of entry would help form a protective barrier and give you fewer competitors to

compete against.

91
 Chapter 8

8.1 SWOT analysis in Digital Marketing: What, Why and

How!

Digital Marketing is an ever-changing field. The speed at which technology is transforming

calls for a disciplined approach to tackling business challenges.

In order to get your business started and then stay ahead of the competition, conducting

a SWOT analysis is absolutely necessary.

It is a method of structured planning that can be applied to a business, a product, industry,

place or even an individual for that matter.

In the field of Digital Marketing, applying SWOT analysis while starting your business or

assessing a product could help you understand where you stand and how to capitalize on the

vast amount of opportunities within your industry.

SWOT analysis needs to be done even before you consider spending any money on a

marketing campaign.

In fact SWOT analysis can be applied not only for Businesses or Digital Marketing Agencies,

but at an individual level as well.

So let’s find out a little more about what SWOT analysis is and how we can apply it in the

Digital Marketing spectrum.

92
What is SWOT Analysis in Digital Marketing

SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats. It is the

strategic planning of your company, product, business, or industry by listing down these four

characteristics.

These 4 characteristics are divided into two factors – Internal and External.

Internal Factors

Internal factors are the strengths and weaknesses of your business, product or service. It could

be the quality of your product, its unique selling proposition, the strength of your team, your

marketing strategy and so on.

93
You need to list down the strengths and weaknesses in those specific columns. It is up to you

to decide as to what you consider strengths and weaknesses during your analysis.

The internal factors are something that we have direct control over. These are things that can

be improved or changed as it applies internally to us.

External Factors

Opportunities and threats come under the external category of the SWOT analysis. These are

things that you may not have direct control over however by understanding the opportunities

and threats in your market, you could indirectly affect your business by making the necessary

changes in your approach.

Opportunities and threats could be the amount of competition that you have in the industry or

the need for services that no one is currently providing that you possess.

94
How to Conduct SWOT Analysis

While conducting a SWOT Analysis, it is very important that you be honest with yourself and

ask the right questions.

In order to ask the right questions, you need to pick the right people in your team. Your team

should comprise of people who posses diverse expertise in their field in order to get a

complete picture of your objectives.

Don’t just pick a team of people who agree all the time. People with different opinions will

reveal insights that would otherwise go unnoticed.

95
Your questions can then be tailored to follow the four elements of SWOT: Strengths,

Weaknesses, Opportunities, and Threats. Here is an example of how it looks.

Strengths

What is the USP of my business?

In which areas are we better than our competitors?

What have our success stories been so far that has made us stand out from the crowd?

Weaknesses

What are we lacking compared to our competition?

What resources do we require?

What sort of skills do we need to work on?

Opportunities

Is there something that our target audience is looking for that we can provide?

Are there any potential market areas that we haven’t reached yet?

Threats

What are our competitors doing that we are not?

Are there any government regulations that could hamper our business?

Do we have all the technologies in place to keep up with the ever-changing market?

96
Put them together and Prioritize

Once you have answered all of these questions with the help of your team, you need to put

them together and start working on your goals based on their priority. Some aspects of your

SWOT analysis may require more immediate attention compared to others.

For example, if you find out that you need to get certain government regulations in place for

your agency, you might want to start working on that first and then systematically move on to

the next objective that needs your attention.

Once you have completed your SWOT analysis, it is important to start working on them with

the implementation of SMART Goals.

SMART stands for goals that are specific, measurable, assignable, realistic and time-

bound.

In the digital marketing spectrum, let us say after conducting a SWOT analysis, you find out

that your website is lacking in “How To” articles and you wish to create quality content in

order to get more traffic to your site.

97
You might assign your content writing team with a specific target in mind by creating

SMART Goals for the team.

This would also give them a clear framework to work with. If you don’t have a team, you

could create SMART goals at an individual level too.

For example, you could create a plan wherein you are required to write 4 articles a month,

that is 1 article every week, on specific topics such as

i) How to promote your event on Social Media for Free

ii) How to Increase your Facebook Page Likes without Spending Any Money on Advertising

iii) How to start Affiliate Marketing with Amazon in 4 Minutes

iv) How to Think of Content Ideas for your Blog at Lightning Speed

I have given myself a realistic time-frame of 1 week for each article based on my skillet and
other factors. In this manner, I have an action plan with a goal in mind that is achievable.

Similarly, you can conduct SWOT analysis for your Social Media pages by asking yourself
similar questions and then assigning SMART goals to achieve your target.

98
Conclusion

A SWOT Analysis is extremely important if you want to achieve your goals in a structured

systematic manner.

Conducting a SWOT Analysis will give you insight on what works well for you and what you

need to focus on to achieve your marketing goals.

Use SMART Goals after you have finished preparing your SWOT Analysis.

99
 Chapter 9

9.1 Recommendation:

As Avaomme Infotech (P) Ltd is a new company it requires to focus on organizational

structure. Market Operations should conduct a team meeting every week so that the
employees can know each other well, the Head of the department will get an overview
how the every departments are doing, which will increase the level of team work. They
could carry out promotional activities from time to time in corporate offices and
Universities in order to understand what the potential customers want from them.

9.2 Conclusion:

I am happy to complete my internship in Avaomme Infotech (P) Ltd under Marketing

department. To my own experience the working environment of the organization is very
inspiring. The organization is always keen to implement new rules and actions for
improvement. Market Development Department is really working hard and every day
they are coming up with new unique and innovative ideas to wide spread their business.
If this effort goes on than they can able to cover the untapped markets, increase their
distribution reach and which will also ensure future source of business.

100
9.3 References

 https://www.rightlydigital.com/swot-analysis-in-digital-marketing-

what-why-and-how/

 https://hafizmuhammadali.com/blog/digital-marketing-porters-five-

forces-model/

 https://mailchimp.com/marketing-glossary/digital-marketing/

 https://avaomme.in/d/#

 https://avaommeinfotech.com/

101