Nature's Candy's strategy is based on capturing a small percentage of the growing homeopathic and naturopathic supplement market share through Web sales.
Also, Nature's Candy intends to create a premier brand, so that they can eventually capture market share across broad geographic lines.
Nature's Candy's competitive edge will be their easy-to-use website and superior customer service. The website design will be a competitive advantage because research indicates that an easy-to-use website significantly increases sales. The design of Nature's site will encourage purchases because it is so easy and quick to make the purchase. Too often sales are lost because of complex websites that are far from intuitive.
Nature's Candy's other competitive edge is superior customer service. The mantra of the customer service department is to serve the customer in any way required. Customers that call in with problem/issues will be amazed at the amount of personal attention they receive and how quickly issues are not only resolved, but significantly improved. This will be a powerful asset.
Nature's Candy is focused on the merging/redefined Internet marketplace. The users will be Baby Boomers, which represent approximately 50% of the discretionary income currently in the United States. They are looking for proactive, non-invasive, and non-pharmaceutical ways to stay healthy as they age. Nature's Candy can bring these people cutting-edge products coupled with convenience and service.
The long range goal of Nature's Candy is not only to dominate the naturopathic and homeopathic supplement market, but to create an icon brand. Initially the company will:
Nature's Candy will process 90% of it's sales online through a secure socket layer (SSL), an secure Internet connection. All orders will be charged to Visa, Mastercard, or American Express.
By ensuring that the website is easy to navigate as well as simple to order from, Nature's Candy will be ensuring that people who make it to the website will end up purchasing something. This last point is key. Research indicates that too many sites that are not easy or intuitive lose customers who migrate through the site, often putting products in their basket, yet leave without purchasing anything.
The first month and a half will be used to develop and ready the site. There will be no sales. From month two on, Nature's Candy expects a gradual rise in sales.
Nature's Candy will have several milestones early on: