Adventurous Eyewear

下面为大家整理一篇优秀的assignment代写范文- Adventurous Eyewear，供大家参考学习，这篇论文讨论了爱冒险的眼镜。爱冒险的眼镜作为一家为户外探险者提供定制处方眼镜的科技公司，依靠电子商务进行营销、运营和物流。电子商务平台上的多元化工具使他们在造福世界的同时实现长期盈利和可持续发展。

1. Who Are We?

Adventurous Eyewear wants to solve a problem. The going price for eyewear, sport-oriented eyewear in especial, is prohibitively high for the average sport-lover. Coupled that price tag with prescription lenses, the eyewear can leave one’s wallet bare. The frames at LensCrafters and shades at Sunglasses Hut can set one back for $400-500. But industry insiders know that the high price does not necessarily reflect the cost but has a lot to do with monopoly (Swanson 2014). Worse still, they may not fit after a fortune has been spent on them. Ouch! Adventurous Eyewear wants to offer custom-made, high-performance, premium-quality sport eyewear at a price that not only enables but empowers people to enjoy their favorite activities in the great outdoors. Because we believe that outdoor sports such as ocean swimming and diving, cycling and mountaineering, snowboarding and skiing connect us to Mother Nature, keep us fit, and enrich our lives. We also believe that people with challenged vision have equal right to be active in the outdoors without having to pay ridiculously more. Having prescription lenses fitted into a pair of swimming goggles, a diving mask, or a pair of performance sunglasses is costly and time-consuming. But it shouldn’t be. Adventurous eyewear wants to transform the experience of buying prescription sport eyewear into a fun and affordable adventure.

On our team are eyewear material and design experts specialized in four outdoor groups — water sport, mountain sport, snow sport, and outdoor lifestyle. We source premium materials and design our glasses and goggles in house so as to keep prices low and quality high. We engage with customers directly through E-commerce every step of the way in order to keep the shopping experience easy and painless.

In stead of setting up brick-and-mortar stores, we operate on our E-commerce website. Customers can choose from the four outdoor categories and click on the particular eyewear they want. Through our built-in webcam, the shopper take a short video of his or her face, including front and both profiles. Our technology identifies the model that fits the customer best in terms of face shape, head size, and other relevant parameters. Afterwards, the customer either selects “yes” or “no, try another one”, until he or she finds the perfect one. In addition, we have on display a catalog of the most popular styles and materials and the shopper can tweak details like the color of the arms or the tint of the lenses. The customer can select one and its modifications to have it fitted to his or her face on the webcam. The shopper then submits his or her prescription to conclude the designing process of the product. In the final stage, we receive online payment and ship the eyewear to the customer after it’s been made, which usually takes 5-10 days.

Integrating E-commerce into our business model is essential to what we do— providing customized modern prescription eyewear for the outdoors-loving adventurers.

2. Why Do We Choose E-commerce?

In comparison to traditional commerce, E-commerce has multiple advantages that are vital to the success and sustainability of our business.

First of all, we need a platform that reaches the widest consumers with the least cost. As opposed to the heavy overhead cost of setting up real stores and showrooms in various locations, an E-commerce integrated official website can help us reach outdoors sports(wo)men and enthusiasts all over the world. What’s more, over 80 percent of web users have made a purchase online, which means almost all of our potential clients will be at our fingertips (Rheude 2017).

The next reason why we have decided on E-commerce is that it has seen a tremendous growth over the past decade and the future growth of the online shopping space is still very exciting. Thirteen to twenty-five percent is predicted by experts and projections from E-marketers have shown fast growth all through 2018, with a peak at around 1.6 trillion US dollars by the end of 2018 in the US alone (Smale 2017). This is a gravy train that every retailer with the technological capacity should get on.

In addition, by choosing E-commerce over traditional retail, we can minimize our initial investment into building a retail space and hiring retail personnels. Without the brick-and-mortar cost, which can be exorbitantly high in prime locations in big cities, we can allocate more capital and other resources to improve on our technology, our products and customer services, which will set us up for success in the long run.

The last factor that prompts us toward E-commerce in our decision-making process is the highly sophisticated tools and versatility on E-commerce platforms. With tools such as market automation, SEO, customer targeting and retaining tool CartHook, and a multitude of social media platforms excellent for marketing and customer engagement, we can more effectively and efficiently market our products and serve our customers.

3. How Did We Arrive at This Decision?

To arrive at this decision point, we had to evaluate our options between traditional retail, online retail, or a combination of both. This is our decision making approach, where we assess the major factors affecting the likelihood of success of the business idea and compare the three options stated above. There exist three factors that are paramount to our evaluation.

First and foremost, our targeting market segment consists of young, modern, outdoor sports loving people. This demographic is likely to be not only open-minded but also tech-savvy and they spread all around the world. Therefore, E-commerce is much more suitable to serve our targeting market than traditional retail.

Furthermore, we are a technology company and we possess the technological capability to navigate the online space and fully take advantage of its benefits. For instance, our webcam design simulation technology makes it fun and easy to try on our eyewear and customize it to the customer’s preferences. At the core of our value is the belief that buying prescription sport eyewear should be accessible to everyone, and almost everyone has access to the Internet this day and age. Hence, by building an online store, everyone can have their sport eyewear tailored to their prescription and aesthetic at an affordable price.

Apart from the technological aspect, finance is an important concern as well. As a startup, we want to be as lean as possible. Opening up multiple storefronts entails high upfront costs and exposes us to more market and operational risks.  In contrast, an online store is relatively cheaper to build and we can make changes as soon as we discover a problem in our operation. It’s much more flexible and easy to management than multiple brick-and-mortar stores.

After the assessment, we arrived at this decision point where E-commerce is a better approach to the business than the traditional or combined methods.

4. Our Initial Project Plan

We have created our initial project plan based on the order of our workflow. The first phase is the sourcing of materials to make our eyewear products and the designing of our catalog. We work with suppliers to make sure we have the highest-quality materials for frames and lenses at the lowest possible prices. Our in-house designers then work out the catalog of designs that will be displayed in our online stores. We set up our warehouses and work stations. We want to make sure we have an excellent portfolio of products and manufacturing line before we launch our website.

The next phase, which can be carried out simultaneously with the first phase, is building the website. We want to design a simple, elegant, and easy-to-use interface that makes the shopping experience enjoyable. We enhance our facial detection technology to make the measurements as accurate as possible. We integrate online payment into our website and aim to incorporate channels that not only include Visa, MasterCard, and American Express, but also WeChat, Alipay and other popular channels in Asia. The goal is to reach a truly global market.

In the third phase we establish our official social media accounts such as Twitter, Instagram, WeChat, and Facebook. It’s important to interact with our customers, not only in the way of answering questions and providing customer service but also in the way of promoting our products, keeping abreast with social trends, and increasing our social visibility.

Shipping and logistics come in the next phase. As all of our business takes place online, it’s paramount that we offer a fast and reliable shipping service. By choosing a select few of couriers that cover all major parts of the world, we want to build a shipping network that is highly reliable and cost-efficient.

5. Are We Ethical?

All of the four phases in our initial project plan are ethical. In the first phase, we strive to only source eco-friendly materials. Some of the materials include organic bamboo and teakwood and cruelty-free tortoise shell. We only present truthful information on our website and refuse to bombard our prospective clients with false or fortuitous reviews and recommendations. We reject the idea of profiting from information asymmetry at the expense of our customers. In addition, at the heart of our business principle is the belief that everyone has equal right to doing outdoor sports and that it should not be limited to those with high disposable income nor should it exclude those with poor vision. In this manner, we create a kind of equality across different income groups and provide never-before convenience to those with challenged vision. Our business not only promotes healthy and active lifestyle but also helps people live it.

We are planning on launching a charitable program, which adopts a similar model to that of shoe company Tom’s and eyeglasses retailer Warby Parker. For each eyewear a customer purchases, be it swimming goggles, skiing masks, or racing sunglasses, we donate a percentage of our profits to non-profit organizations that seek to promote the athleticism and eco-friendly causes in underrepresented and underserved communities. For example, when a customer spends 200 US dollars on a prescription diving mask, we donate 25 percent of our profit to Blue Mission, which is a charity that provides education on marine life conservation and water crisis;  when a customer buys a pair of performance sunglasses for mountaineering, we donate a similar percentage of our profit to help with reforestation worldwide; with every pair of prescription swimming goggles we sell, 50 percent of that profit goes to offering eye test and swimming lessons to children and adults living in poverty.

In our packaging and shipping, it is important for us to minimize the amount of plastic we use. We aim to only use bio-degradable materials for our packaging and put the word out to encourage our customers to recycle the packaging as well as the products. Reducing our CO2 footprint is a meaningful part of our corporate responsibility.

6. Conclusion

As a technology-based company that offers customized prescription eyewear for outdoors adventurers, we rely on E-commerce for our marketing, operation, and logistics. The multi-faceted tools on E-commerce platforms will enable us achieve long-term profitability and sustainability while doing good to the world.

References

Swanson, A, 2014, “Meet the Four-Eyed, Eight-Tentacled Monopoly That is Making Your Glasses So Expensive”, Forbes, Sep 10, 2014. Retrieved on Dec 17, 2017 from https://www.forbes.com/sites/anaswanson/2014/09/10/meet-the-four-eyed-eight-tentacled-monopoly-that-is-making-your-glasses-so-expensive/#100e47c66b66

Smale, T, 2017, “The Top 5 Reasons You Should Start an ECommerce Business”, Entrepreneur, October 7 2017. Retrieved on December 19, 2017 from https://www.entrepreneur.com/article/251386.

Rheude, J, 2017, “Five Reasons Why E-commerce Has a Home in the Heartland of America”, Forbes, September 15, 2017. Retrieved on December 19, 2017 on https://www.forbes.com/sites/forbescommunicationscouncil/2017/09/15/five-reasons-why-e-commerce-has-a-home-in-the-heartland-of-america/#22fc220d49fb

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