BTK

E-COMMERCE WEBSITE FOR IN-HOUSE ENTERTAINMENT AND

CELEBRATION PURCHASES AND PARTY ORGANISING
CONCIERGE

A report submitted as part of course requirements for

INFORMATION SYSTEMS

KHYUNKA DORJAY(389) | HITESH KUMAR(383) | PUJA GOYAL(400)

RISHABH KUMAR(403) | ROHAN YADAV(404) | SIMRAN KERNI(412)

INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE

DEC 2022 | TERM II | PGP 26
Executive Summary

This report includes essential details regarding the development of an e-commerce website
titled BTK. The website development is conducted in partial fulfillment of the Information
Systems course requirements for Term 2 at the Indian Institute of Management - Kozhikode
Group 8 proposes to build ‘BTK’ - an e-commerce website that connects the appropriate
audience with creative decor suppliers and party hosts along with the celebrated campus
artists and aims to disrupt drab in-room celebrations.
This effort to create a personalized e-commerce website acknowledges the importance of
catering and organizing parties in and around IIM Kozhikode. The website aims to meet the
needs of students of the IIM Kozhikode campus in order to help them with their celebrations.

Platform to deliver value to the IIM Kozhikode Community:

The platform is built on the following principles -

a) Target customer base requires custom offerings and hence the website leads with
context and celebration domains
b) The website is designed for commercial usage with user focus and can be scaled with
respect to different customer segments
c) The back end is equipped with appropriate data analytics prowess that is aligned with
decision making and insight generation

BTK allows the buying and selling of the following product lines within the college premise -

a) Party Decorations - this includes general purpose decorations items such as balloon
sets
b) Milestone and Birthday Celebration - The other product line includes decorations
specific to particular milestones such as professional achievements as well as for
birthday celebrations
c) Rent a Performer - This allows customers specific to IIM Kozhikode to rent a singer
as well as a 3 member band based on their availability for a particular duration billed
at a per hour rate.

The website is built and hosted on Wix. Wix is an Israeli software company, that provisions
easy to use cloud-based web development services. For development, the team followed agile
development practices with a phased approach for production deployment.

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Table of Contents

Executive Summary 2
Business Background 4
a) Abstract 4
b) Vision and Motivation 4
c) Business Model 4
d) Value Proposition 4
e) Scope of Work 4
g) Pricing Estimations and Billing 5
h) Terms and Conditions 5

Project Completion Charter 5

a) Project Objectives 5
b) Key Path Scenarios 5
c) Detailed Design and Feature Description 7
i) Information Architecture and Design Principles 7
ii) Requirements 7
iii) Roadmap (Future Plan) 9
1) v1 (Minimum Viable Product) 9
2) vNext - Adjustments and Product Hardening 9
iv) Tools and Applications 9
v) Analytical Capabilities 9
d) Project Schedule, Milestones, and SDLC Details 10
e) Key Metrics 11
f) Projected Cost and Expected Benefits of the Project 11
ii) Marketing and Other Cost 12
g) Operational Needs 12
h) Risks 12
i) Team Members 12

Appendix: User Interface - Screenshots 12

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Business Background

a) Abstract:
A website that aims to disrupt mundane in-room celebrations by connecting the
appropriate audience with creative decor suppliers, party hosts, and celebrated campus
artists.

b) Vision and Motivation:

The vision of BTK is to not only make the occasions jolly but also make the
preparations fun-filled and hassle-free.

c) Business Model:
The business will follow both B2C and D2C models so as to take advantage of both
the organic as well as intermediary options.

d) Value Proposition:
A one-stop hassle-free solution for any in-house entertainment rentals and party
organizing concierges, where even the minute subtleties can be customized and
designed pertaining to certain needs and interests.

e) Scope of Work:
This will be distributed into 2 phases: Phase 1 and Phase 2. The first phase will be
focused on defining the target audience, creating a minimum viable product, creating
a website for all the products and services offered, using appropriate tools to optimize
functionality, and finally putting it out for testing while receiving feedback. The
second phase will be focused on adjusting the product according to the feedback
received and hardening the product for future enhancements.

f) External Environment: PESTLE

Political - Restricts by ANC (Anti-narcotics committee ), Scon initiated by students

Affair office

Environmental - COVID-19 or similar development which restricts gathering

Social - Affinity to party more post-COVID

Technological - Online retailers

Legal - Supply of prohibited goods

Economic - High discretionary income of students

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 g) Pricing Estimations and Billing: For every product or service rendered, there will be
a 30% markup that would serve as profit. The final selling price will be the
amalgamation of this profit markup and the cost of raw materials. Different
promotional discounts will be provided for bulk product and service packages. The
website will support all kinds of online payment methods and e-wallets

h) Terms and Conditions: This Terms of Service Agreement governs your use of the
website, btk.com. BTK offers products for purchase on this Website. Every
transaction on this website will be considered as final agreement and won’t be
refunded. This Agreement includes, and incorporates terms and conditions to protect
the data and integrity of the users of this website.

Project Completion Charter:

a) Project Objectives:
For the student community who are often worried about the limited access to
celebration materials, ‘BTK’ is a new e-commerce platform that provides end-to-end
in-house celebration products and entertainment artist rentals with an aim to become a
one-stop party organizing concierge

b) Key Path Scenarios

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c) Detailed Design and Feature Description
i) Information Architecture and Design Principles

The user facing website is designed by keeping the Essential UX Design

Principles. The following constitutes the design elements employed for the
development of the website:
a) Accessibility and User Centered - The elements are categorized and
prioritized using the design thinking approach
b) Visual Aspects - Colors and Spacing is defined by keeping the overall
motivation and vision of the project in mind
c) Consistency - The entire website and all associated pages are designed
by keeping a consistent visual and elemental consistency
d) Hierarchy - The website follows a three layered structure to establish
hierarchy. The first layer on top defines the types of products
(celebration based), the middle layer defined the product cluster and
the final layer is constituted by individual products
e) Textual Aspects - The texts defining the information present in the
website are purposefully kept jargon-less in order to cater to the mass
audience
f) User Comfort - The design ensures that the user is able to navigate to
desired products and consequent paths with minimum clicks

ii) Requirements
Functional Requirements: A Functional Requirement is a description of the
service that the software must offer. Broadly, functional requirements define
what a system is supposed to do.

The initial functional requirements for this project are -

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 1. A secure location for customers to register and manage their profiles
2. Examining the site's various product categories and seeing what is
available
3. The capacity to quickly and easily locate the desired goods and
services using an effective search engine.
4. Developing a shopping cart in which customers can place any number
of items prior to completing a purchase.
5. On a regular basis, registered users will be notified of product updates.
6. Adding the "Best Sellers" of the store to specific product categories.
7. Keeping tabs on returning customers with diverse needs.
8. Members of the Operations and Logistics team process orders, ensure
home delivery, obtain customer feedback on delivery times, update
order statuses, and respond to website-based customer inquiries.
9. A secure and convenient method for submitting payments using a
variety of methods, including the most common credit card types,
checks, and any other acceptable payment methods that may become
available in the future. Until a planned upgrade to payU is
implemented, the only accepted payment method is cash.

Non-Functional Requirements: A Non-Functional Requirement is a

requirement that specifies criteria that can be used to judge the operation of a
system, rather than specific behaviors. Broadly, non-functional requirements
define how a system is supposed to be. Following are the Non-Functional

Requirements:
1. Robustness: The website not only performs well for specific orders or
services but for anything.
2. Platform compatibility: Anyone with a device that has internet access
can use this website.
3. Scalability: This website right now focuses on local implementation
but has the potential of going nationwide and worldwide.
4. Security: All the personal details of the users opting for our services
will be used securely.
5. Operability: Since the website is very interactive and intuitive, so it is
easily operable.
6. Convenience: Various products and services can be purchased
depending on the user.
7. Response Time: Quick response time for registering and opting for the
service.

Hardware Requirements: Since this is e-commerce website, the hardware

requirements are minimal.

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 ● Processor: The website can run perfectly on any normal CPU
● RAM: This website requires only 256 MB of RAM to function
properly.
● Hard disk: This website requires less than one gigabyte of storage
space on your computer.
● Monitor: A simple monitor (coloured) and a keyboard suffices

iii) Roadmap (Future Plan)

1) v1 (Minimum Viable Product)
(a) Market research for user need assessment and deep-dive
sessions with stakeholders for MVP feature finalization
(b) Data sources finalization that serve as an input to the proposed
website. The sources should include dimensions of proposed
decoration items and rental entertainment packages
(c) Development of a working website using Wix which is made
available to the student community of IIMK
(d) Conduct E2E testing including but not limited to functional
testing and UAT

2) vNext - Adjustments and Product Hardening

(a) Based on user feedback, plan for feature enhancements for
scaling and finalization on downstream integration with third
party trip advisors and planners
(b) Build a mobile application as a prototype to enable the services
on mobile phones
(c) Integrate with open source calendar management softwares e.g.
Calendly to optimize artist appointment scheduling

iv) Tools and Applications

Online Website Makers (Wix has been shortlisted on the basis of ease of
usage), Figma, MS PowerPoint and Excel

v) Analytical Capabilities
Search Engine Optimization: The website uses both keywords and location
to address the SEO's needs. Keywords include company name, targeted
product keywords and the location is targeted at Kozhikode.

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 Website Traffic:

Sample Analysis

Other modules leveraged for tracking website performance includes -

a) Sales Overview and Behavior Overview
b) Reports and Insights:
i) Sales Analysis: Sales over time, Sales by items, Items sales
over Time
ii) Traffic Analysis: Traffic over time, traffic by time of day,
traffic by entry page
c) Benchmarks: Wix provided analysis that compares the website against
similar ecommerce sites in terms of user engagement (average session
duration, bounce rate, returning visitors etc.)
d) Site Speed: Wix provided analysis that leverages google rankings
(speed index, time to interactive etc.) to rank website speed against
competition

d) Project Schedule, Milestones, and SDLC Details

Milestones marked by flags

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 SDLC Details:

a) Planning: This phase was utilized for defining the objective of the e-commerce
website, confirming on the scope of the project and development of the project
plan, including the distribution of tasks, resources and timeframes
b) Analysis: This phase was utilized for gathering information for the proposed
B2C website and alignment on the System Requirements Specification (SRS)
c) Design: This phase included designing of the end-to-end website starting from
the homepage navigation, hyperlinks, backend (database of products) and
integration with the payment gateway. Wix was chosen for the design phase
for the ease of usage provided by the website for the users in terms of creating
the website
d) Test and Quality Checks: Two member of the team was entirely dedicated to
for the testing of the website (broken links and speed), database records and
money transactions
e) Publish: The website is hosted on Wix platform
f) Maintenance and Update: Two members of the team is dedicated to regularly
change and update the website (both in terms of proposed features and
content), SEO performance, updation of keywords/ meta tags as per the need
arises
g) ROI is measured using the below mentioned key metrics

e) Key Metrics
i) Business Success: Average revenue per user (ARPU), Customer Lifetime
Value (CLTV) - ARPU * Average Customer Life, Customer Acquisition Cost
(CAC) - Total Sales and Marketing Cost / # of Customers
ii) User Activation and Engagement: Daily Active and Monthly Active User
(target at 20%), Session Duration, Traffic and Bounce Rate
iii) Retention Metrics: Customer Retention Rate (CRR) - (Customer at the End of
Period - New Customers) / (Customers at the start of the period) * 100,
Customer Churn Rate - Customer Lost / Total Customers
iv) Feature Popularity - Number of Sessions / Users and Number of Actions /
Sessions
v) Survey based Satisfaction - Net Promoter Score (NPS) - (Promoter with 9-10
score) - (Detractors with 0-6 score). For the project NPS is aimed at 20-60%.

Additional metrics for Phase 2 implementation include Product Engagement

Score, that uses a combination of adoption, stickiness, and growth.

f) Projected Cost and Expected Benefits of the Project

i) Engineering Cost:

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 For MVP - all the software used in this project are Open Source, so the net
cost will be zero. The website will be developed on the WIX server.
ii) Marketing and Other Cost

g) Operational Needs
i) Inventory Stocking: The project outsources the procurement of products to
local Kozhikode stores and the team members facilitates the delivery of the
products.
ii) Rent an Artist Feature: This is made feasible by the group's collaboration with
the local artists

h) Risks
i) Product Line Consolidation - Missing products and problems with
heterogenous quality standards across different vendors
ii) Information completeness for End User Consumption - Enabling expanded
access for all customers to help them understand the product descriptions,
end-user agreements and other intricate details
iii) Data Governance, Privacy, and Protection: Ensuring strict protection of
customer data and as mandated by regulations. Inadequate management of
data, as well as human errors, may lead to data breaches.

i) Team Members
i) Core Development Team: Khyunka Dorjay and Hitesh Kumar
ii) Product Management: Rishabh Kumar and Rohan Yadav
iii) UX Designer and Testing: Puja Goyal and Simran Kerni

Appendix: User Interface - Screenshots

● Screenshot 1: Home page

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● Screenshot 2 : Product description

● Screenshot 3 : About us page

● Screenshot 4 : Testimonial page

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