INSC 20263

Business Information Systems

Ricchezza Casino and Resort

Project Proposal
submitted to

Dr. Beata Jones

By
Andrew Fischer
Jordan Hatch
Kirstie Frydenlund
Thao Nguyen
1. Industry overview, based on library research (include work cited section at the end):

The casino and resort industry in the United States is a mature industry with a total of 296
businesses involved. The industry’s annual revenue is estimated at $43.6 billion; with annual
profits estimated at $3.1 billion. From 2005-2010, the average annual growth for this industry
was calculated at -2.1%. However, it is forecasted to grow in a positive 3.7% in the next 5 years.
With revenue of $43.6 billion as of August 2010, approximately 66% is derived from gaming
tables and slot machines, while 33% is derived from accommodation, food, beverages and other
merchandise sales. Slot machines reportedly generate twice the revenue of gaming tables,
although table games are the most attractive to high stakes gamblers. According to the major
market segmentation from 2010, 70% of gamblers are domestic while 30% are international high
stakes gamblers. Harrah’s conducted a survey in 2007 that revealed typical casinos players were
marked to be middle aged, and more likely to be male than female.

Three major players of the industry in the U.S. are: Harrah’s Entertainment Inc (claiming 15.6%
market share), MGM resorts International (8.1% of the market share), and Las Vegas Sands Corp
(3.6% market share).

Works Cited:
Samadi, Nima. 72112-Casino Hotels in the US. IBISWorld, August 2010. September 25, 2010.

< http://www.ibisworld.com/industryus/default.aspx?indid=1662>

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2. Perform a detailed Porter's Five Forces analysis for your industry. Be sure to discuss entry
barriers and switching costs.

Power HIGH LOW Justify

X
Buyer Power  There is large volume of casinos within Las Vegas, and
they mostly all offer similar products.
 Switching cost is relatively low. Some Casinos offer a
discount on the guest’s room rate if they use up a lot of
money in their casinos, but for non-guests people in the
casino, the switching cost is minimal.

X
Supplier Power  Supplier power is low, since these casinos require a
large volume of everything, from game machines, game
tables, to utensils, chairs, coins, etc. These supplies can
be found at various places, so the casinos are the ones
having power on which supplier to buy from. They also
have the bargaining power against the suppliers.

X
Threat of  The uniqueness of locating in Las Vegas causes the
Substitute threat of substitutes to be minimal.
Products or  Possible threats could be online gambling, sports
Services betting, horse racing, local casinos, and specialized
performances.

X
Threat of New  The capital requirement is high.
Entrants  Brand Identity and recognition is high.
 Many of the casinos have connections with each other
and are owned by the same people. These people have
been in the industry long enough and will have the cost
advantage on the new incomers.
 The rules/regulations/ governmental codes for Nevada
could make it difficult to start a new gambling business.

X  Casinos are in the business to beat out the other

Rivalry Among corporations and make their services more sought after
Existing by customers.
Competitors

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3. Description of the competitive environment that is relevant to the use of the Web by the industry.

Competitive Force … and their Web Usage within the Industry

Buyers can use each website to see what services the hotels and casinos
offer. Many websites allow customers to book hotel reservations and
Customers preorder show tickets. For each casino, the objective for a website is to
reduce buyer power by advertising uniqueness through promotion of
amenities offered. To do this they must have good images and lists of
the amenities that they offer, all presented in an appealing way to
customers.
The bargaining power of suppliers is high because of all the casinos in
Las Vegas and such few suppliers of casino equipment. They can offer
Suppliers to take their business elsewhere, but the supplier can offer for companies
to buy online and have the entire product purchased delivered to the
casino. They must also make their website attractive and appealing to
buyers; by showing their selection of merchandise and making it easy to
buy and pay for.
The threats of new entrants in this industry are generally low, when it
comes to creating and building a casino. But as for websites there is a
New Entrants lot of competition between the websites of actual casinos and online
gambling. The casinos in Vegas must make their casino look attractive
enough to get people to want to travel there. Whereas when new online
sites appear, you can sit in the comfort of your home and gamble online
with the convenience of online transactions and the internet.
The rivalry among competitors is high. In this industry there are a lot of
casinos to choose from, and each website must hold its own so that
Competitors customers are willing to stay at the hotel and spend their money at the
casino. The website must know that they have direct competitors and
that everything from the color scheme to the music they play in the
background and the pictures has an effect on which casino (if any) the
customer will choose.
The threat of substitute products when it comes to web usage is
relatively low. Although there are new methods of online gambling and
Substitute Products poker tournaments with your friends at home, it still is not the same as if
you were to go to an actual casino and handle real chips and be in the
atmosphere of the casino. If the online gambling sites wanted to be a
prominent part of the gambling industry, they would have to make
online gambling way more attractive and appealing than going to a
casino.

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4. Using what you have learned about good/bad web design in class and using class notes, please
identify: four web sites in your industry that you believe are ‘good’ and four that you consider
‘poorly designed.’ (Each individual researches two companies.)
Monte Carlo Binion’s
Company Name

http://www.montecarlo.com/ http://www.binions.com/
Web Site’s URL

Male and Female Male and Female

Site’s International—since the site has a The site has an ―Employment‖
Target language navigation bar (English, section, which target Binion’s future
Audience French, Italian, Spanish, Dutch and employees.
Japanese).

Advertisement for services Advertisement for services

Offer information for future
Site’s Purpose employees

Good? (Yes/No) Yes No

1. Effective color scheme: black 1. The Twitter and Facebook

background with dominating
gold colored theme, very
catchy and related to the
casino theme.
2. Monte Carlo’s logo is placed
at the center top of the page
Design elements from with the main navigation at
the lecture the top, across the page.
notes/lecture that 3. The reservation boxes are
contributed to a conveniently placed right
Positive/Negative under the main navigations to
impression attract attention and also be
- provide at least 3 for the first thing customers can
each site & explain; see.
4. Appropriate active white
Attach website space between elements.
screenshots with 5. Language change on the top
discussed features right corner allows
highlighted international guests an ease to
navigate the site.
icon/link is located at the top of
the page and is bigger than the
Binion’s logo. This diverts the
attention and first impression
away from the Binion’s logo.
2. There are too many distracting
animations. The running and
changing images in the central
advertisement and the blinking
phrase at the bottom of the page
detract from the webpage’s
presentation.
3. Too many colors presented: Red
background, green main picture
with yellow blinking stripes’,
and additional pictures with no
consistent color theme. Hard to
read the red font on blue
background.
4. There’s music when the page is
opened that doesn’t relate to the
information presented. This
distracts from the presentation.

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Accessible Online Reservation
Effective Logo Placement

Option to change
language

Active White Space

Consistent Gold and Black Color Scheme

Icons draw attention away from the business logo

Animated
background
detracts from
presentation

Hard-to-read
color scheme

Music plays while page is loaded that is unrelated.

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 Luxor- Las Vegas Hard Rock Hotel
Company Name

www.luxor.com www.hardrockhotel.com
Web Site’s URL

Male and Female Male and Female

Site’s International—since the site has a
Target language navigation bar (English,
Audience French, Italian, Spanish, Dutch and
Japanese).
Younger Generations—since there
are iPhone apps easily downloaded
Advertisement for services Advertisement for services

Site’s Purpose

Good? (Yes/No) Yes No

1. There is only one picture 1. There is no white space—

Design elements from that changes at the top and is active or passive.
the lecture not distracting. The picture 2. Text moves when you click on
notes/lecture that appeals to target audience it, links flip from horizontal to
contributed to a by showing images of vertical every time the page
Positive/Negative people drinking and changes. Hard to ―chase‖.
impression gambling—which services 3. The name of the casino is not
- provide at least 3 for are offered by the casino easily identified on the page.
each site & explain; resort. 4. Events and specials are hidden
2. There is active white space in small text at the bottom, the
Attach website along the sides which reservations circle is hard to
screenshots with attracts the audiences focus navigate, and most of the texts
discussed features to the text at the center. are animated and move on the
highlighted 3. The text to navigate is page.
aligned to one side and
doesn’t move.
4. Consistent color scheme.
5. Shows an iPhone app,
incorporating technology;
each add is related to the
page you are on and gives
specials or shows upcoming
Showtime’s and events.

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 Picture appeals to target audience and relates to gambling theme Active white space

iPhone application available

Site navigation is to one Consistent color scheme appeals to younger audience
side and easy to use

Text moves so user has to ―chase‖ it

Casino name is
Events and specials are hard to identify
hard to identify at bottom
of the page Lack of active
white space
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 Wynn Las Vegas Casino Royale Casino & Hotel
Company Name

http://www.wynnlasvegas.com/ http://www.casinoroyalehotel.com/
Web Site’s URL

High-Class Middle Class

Site’s Middle Age Men
Target Men and Women
Audience

Advertisement for services Advertisement for services

Allowing customers the ease of
Site’s Purpose online room reservations
Full descriptions of services

Good? (Yes/No) Yes No

1. The target audience is 1. There is passive white space

Design elements from
the lecture
notes/lecture that
contributed to a 2. The top of the page, where
Positive/Negative
impression
- provide at least 3 for
each site & explain
Attach website 3. There is a small amount of
screenshots with
discussed features
highlighted
addressed immediately as
the customer is greeted with
a simple, classy background
of a pool next to a golf
course which appeals to
both men and women. A
calm, professional color
scheme is presented with
uniform text.
customers look second, is
where to easily check room
availability. Below room
availability is the menu bar
for ease of website
navigation.
text complimented with no
moving or distracting
objects. There are no ―click
here‖ links and an active
use of white space.
that is dull along the sides
of the text. As you scroll
down, the font looks
unprofessional.
2. There is nowhere on the
homepage to check
availability of rooms. In
fact, it takes 3 ―clicks‖ in
order to find rooms; the
website sends you to
another window after
following a ―click here‖
link that is small and hidden
in text.
3. The slideshow of three
pictures is on repeat, and
each of the photos closely
resembles the others.

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 Room Availability

Active
white space

Professional picture
appeals to target
audience immediately

Passive white space

No place to check room availability

Slideshow features little

variation in pictures

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 The Venetian Golden Nugget Las Vegas
Company Name

http://www.venetian.com/ http://www.goldennugget.com/
Web Site’s URL

Men and Women Men

Site’s Younger Generations—since there Middle Class
Target are iPhone apps easily
Audience downloadable
European taste—the architecture
mimics Venice, Italy.
International—since the site has a
language navigation bar to switch to
Chinese
Advertisement for services Advertisement for services

Site’s Purpose

Good? (Yes/No) Yes No

1. There is an ease of 1. Annoying, irrelevant music

navigation as users are able plays on repeat in the
to access all parts of the site background which is distracting
from the home page. to the customer.
2. The homepage appeals to 2. There are too many animations,
its young target audience with a moving slideshow and
with built in flash to stream moving graphics that both
Design elements from videos and photos on demand the user’s attention.
the lecture multiple pages. There are 3. There is no active white space
notes/lecture that also references to iPhone between text and images.
contributed to a applications which draw a 4. There is a passive white space
Positive/Negative younger audience. running the top of the page
impression 3. Reservations are made
- provide at least 3 for available on the homepage
each site & explain for the consumer’s
convenience.
4. Different languages are
Attach website offered.
screenshots with
discussed features
highlighted

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 Site can be changed to Chinese
iPhone application
available appeals to
younger audience

Reservations
can be made
online

Enter site can be navigated from Lack of active

homepage Passive white space in a place that white space
attracts a lot of attention

Moving
slideshow and
animated
graphic are
fighting for
user’s attention

Music plays while page is loaded that is

unrelated.

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5. Industry ‘key competitors’ (Select four of the well designed websites from the previous section and
have each individual research their company in more depth. Include your perceptions/opinions in
this section.)
Competitor’s name and URL of the
web site
Luxor- Las Vegas
www.luxor.com
Monte Carlo
http://www.montecarlo.com/
Wynn Las Vegas
http://www.wynnlasvegas.com/
Venetian Hotel and Casino
http://www.venetian.com
How (what features?) are
they using on the web?
They have the ―make
reservations‖ tab on the
home page, the
photographs don’t cover
the entire page and there is
enough active white space.
The color scheme tends to
go towards the warmer
colors representing power.
There is a good use of
graphic in the central area,
drop down advertisement at
the Room Availability bar
and scrolling advertisement
bar at the bottom with very
moderate speed. There is
an option to watch a virtual
video and a language
changing button. There are
advertisements with
animations at the top right
corner with an option to
look at them or not.
The Wynn offers picture
slideshows, optional video
tours and online reservation
to better accommodate
customers.
The Venetian uses creative
page design and large
diverse photos to make the
hotel and casino stylish and
trendy. It also offers
translating the website into
Chinese.
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What are their most
effective or unique ways
of using the web?
They have a button to
change the language to 4
others than English, which
makes this website
internationally available.
They also included the
technology aspect with the
Iphone app that’s available.
The buttons are easy to find
and information is easily
located.
Good choice of graphic
supports the advertising of
the hotel/casino. Scrolling
animation bar at the bottom
is at moderate speed and
has pause time for viewers
to read. Navigation arrows
allow viewers to go back
and forth to find the ads
they’re looking for. Clear
layout with attractive
golden theme make
information clear for
viewers.
Audio and video tours
provide more interaction;
Online reservations are also
available for the ease of
customers.
The mobile application link
makes the website unique
from its competitors. The
website is fully loaded with
plug ins, flash, etc. It
makes it very easy to share
with others with the built in
Facebook and twitter links;
and although these links are
on the home page, they
take up a small part of the
pages display.
What are their most
ineffective ways of using
the web?
Although the buttons are
easy to locate, they could
also be bigger and in a
color that stands out
more, there could also be
more pictures related to
each of the events, and
the Iphone app could also
have a direct link to
iTunes instead of the
apple store.
Advertisement with
animation at the top right
corner could pop out if
viewers accidentally
move their mouse over
the corner. This
advertisement promotes
another casino and could
hurt the business of
Monte Carlo.
Might be too high-tech
for the older audiences.
There are multiple tool
bars on the website which
could lead to viewer
confusion. Some viewers
might find the copious
amounts of links and the
small lettering of the
icons difficult to deal
with.
6. Industry Key Competitors - Web Site Ratings
(Be sure to come up with three more criteria on your own.)

Company Website Ease of Site Reservation Services Different Overall

Name Content Navigation Appearance on home offered? languages?
page?

Luxor 2 2 3 1 1 1 10
Las Vegas
Monte Carlo 2 1 1 2 2 1 9
Las Vegas
Wynn 1 3 1 1 1 5 12
Las Vegas
Venetian 1 2 2 1 2 4 12
Las Vegas

Legend: 1-5: 1- Terrific, 2- Good, 3- Average, 4-Poor, 5- Terrible

Company#1 Luxor- Las Vegas

Rating Explanation of Rating

Website Content The website content shows all the amenities offered, it shows all the amenities
offered and all the shows and deals going on in the casino and restaurant. There
are explanations, but they should be more thorough in order to properly
advertise.
Ease of Navigation Navigation is fairly easy. However, buttons and icons should contrast in color
more in order to be more readable compared to the background of the website.

Site Appearance The colors are all warm colors and appeal to the power and active site, there are
no obnoxious colors to deter you away from the site and all the pictures are of
professional quality, but there could also be more pictures from all of the events
shown and activities listed.
Reservation on There is a reservations button on the home page, which lets you check
home page? availability and see prices compared to which room you would want and how
many nights. They also offer an air/hotel packaged rates available for
convenience.
Services offered? The services offered are of wide extent and give you option to satisfy everyone’s
taste. There is an entertainment page which lets you see what is currently going
on and a button to buy tickets right on the page. There is also an amenities and
nightlife tab which gives offers and shows what the hotel offers for its guests.
Different languages The Luxor offers a button on the home page to enable its users to change the
offered? language from English to French, Spanish, Japanese, Dutch, and Italian. This
opens up the line of communication, making this website not only available to
Americans but enticing people internationally to come and gamble in Las Vegas.

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Company #2 Monte Carlo

Rating Explanation of Rating

Website Content The website provides a very rich content. It mostly focuses on entertaining and
the services the casino has to provide. In addition, it also has advertisement for
neighboring casino, like Aria. The website offers very detailed information
about each type of room, restaurant, different shows and show times, and other
types of entertaining.
Ease of Navigation Very easy to read and understand navigation bars. Menus are well laid out with
sufficient white spaces. Page loads very quickly after each navigation.

Site Appearance Unifying theme of black and gold throughout the whole site. Center aligned with
excellent graphics. Content well lay out with enough white spaces in between.

Reservation on Room reservation bar is right under the main navigation menu. Very easy to
home page? navigate and understand. Updated information on room rates and reservations.

Services offered? Broad range of services offered such as rooms, restaurants and lounges, casinos,
entertainment, spa and salon, shopping, pool and amenities, and meetings.

Different languages Yes. The web page offers language changing on the top right corner. Languages
offered? offered include: English, Spanish, French, Dutch, Italian, and Japanese.

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Company #3 Wynn Las Vegas

Rating Explanation of Rating

Website Content The content on this website is extremely inclusive by offering pictures,
information, and guided video tours about every service offered by this casino
resort.
Ease of Navigation Ease of navigation is average because while the content is thorough, it is
presented in a manner that is hard to obtain. The moving navigation bars makes
the user ―chase‖ desired information around the page.
Site Appearance The site appearance is excellent, with a consistent and appropriate color scheme,
easy-to-read text, active white space, and pictures that appeal to the target
audience.
Reservation on This website allows the user to check room availability easily as the reservation
home page? information is running along the top of the screen.

Services offered? This website includes easy access to every service offered by Wynn:
Rooms, dining, entertainment, clubs, specials, spas, salons, casinos, weddings,
shopping, golf, meetings, and job opportunities.
Different languages This site does not present the information in any language other than English.
offered?

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Company #4 Venetian Las Vegas

Rating Explanation of Rating

Website Content The website offers information about hotel and casino. This includes reservation,
shows, casino information, and other amenities.

Ease of Navigation It is very easy to access all of the links on the website. (i.e. if a user wants to
make a reservation, they simply have to click reservation on the home screen and
they will be directed to the dates and fares.
Site Appearance It uses many colors and hardly takes up any blank space. It may be slightly
clustered, but the layout is very organized for the amount of information on a
single page.
Reservation on The room reservation link is one of the first links listed on the home page. It
home page? takes one click to get from the homepage to the dates and price calculations.

Services offered? Of all of the websites that were studied the Venetian has the largest amount of
services offers. Virtual tours, dinning, entertainment, room availability, and
gaming are each available in depth with their own link.
Different languages There are only two languages offered, however they are two of the top used
offered? languages in the world (English and Chinese).

5. The industry’s strengths and weaknesses in regard to the effective use of the web?(at least 3
each)

Strengths
1. Offers a variety of languages to promote
international visitors.
2. Online reservations make it easier for
customers to book in advance, and save
them time and money while not having to
use a travel agent.
3. List services offers; room types, shows,
discounts/specials, upcoming
entertainment, restaurants.
4. They target their audience very well using
images and applications to attract potential
customers.
Weaknesses
1. Small and unattractive buttons make it
harder for the customer to find what they
are looking for on the website.
2. Too high-tech for aged customers with
built in flash applications, moving graphics
and slide shows and links to social
networking websites
3. Unrelated and distracting music that plays
in the background, which detracts from the
overall presentation.

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 6. Proposed website enhancements for the industry(at least 3 each):

i. What type of information would you recommend they add to their websites?

Show times and show reservations should be placed on the website. We noticed some of the
websites have advertisings for show on it, only a few have show times posted and none of the
website has show reservations online. This won’t be the necessity of the website, but it would
make the hotel/casino much more attractive to visitors if they do not have to call to reserve
shows.

We would also recommend placing more promotions on the websites. Promotions and
special prices stay packages, or game prices etc. would be the most attractive factor for
customers when choosing a place to stay and play. Some of the promotions and advertisings
make customers to sign up to be able to receive the discount; this discourages the customers
more from wanting to stay at the hotel.

ii. What modifications would you recommend to their web design?

Less animation would be the modification that many websites need to make. The industry is
about entertainment and having fun. That is why many of the websites has music and many
animations on it. These music and animations not only distract the audience from the main
central point the webpage wants to deliver, they will annoy some audience, mainly the elder
portion of audience.

Limiting the number of advertisements for other casino on the home page would help the
individual casinos business. Also, the average age of gamblers is around 46 and while the
websites might be appealing to the younger audiences, not capturing the average age could
actually be hurting their business.

7. Name of the company that you propose to create and its geographic location:

Our team would like to create Ricchezza Casino and Resort, located in Las Vegas Nevada,
which is in the gambling resorts and casinos segment of the leisure industry.

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 Detailed description of the proposed new business, including mission/goals, services and
products it will offer, size, etc.

Ricchezza Casino & Resort will reside on the luxurious Las Vegas Strip. Ricchezza will
cater to men and women all over the world of gambling age in the middle and upper income
brackets. Ricchezza will focus on providing customers with a cultured experience as they gamble
on 5 different floors—each with a separate and distinct theme. Each themed floor will inhabit its
own restaurant, night clubs, entertainment shows and hotel suites that fit that theme. Because
two-thirds of casino and resort profits come from gaming tables and slot machines, a greater
emphasis and larger floor space will be set aside for the casino business rather than hotel
accommodations and secondary attractions. The first floor of the building will be mainly slot
machines and low-budget rooms. Each level progressively gets ritzier and more expensive—with
table games catered to the specific audience targeted. The fifth, and highest floor, will contain
mainly poker tables for high-stakes gamblers. This floor will feature a restaurant with
unsurpassed quality, 5-star hotel accommodations and high-ticket entertainment and VIP night
clubs for our most exclusive and wealthy customers—no detail will be left unattended.

The goal of Ricchezza Casino & Resort is to bring innovation and freshness into the
leisure industry. There are services and products made available to a broad market of customers
as Ricchezza is committed to customer service and satisfaction. It is felt that middle-class
citizens are under-served on the Las Vegas Strip, which drives Ricchezza to capture a large
market share in this sector through the first two levels of the building being marketed to price-
sensitive consumers. Through world-class customer care, outstanding products, and unsurpassed
attention to detail, Ricchezza is committed to capturing the largest section of market share in the
Las Vegas Strip resort and casino industry.

8. Determine which of Porter's Three Generic Strategies you will use as you build your company
for the 21st century. Explain your answer.

Ricchezza will be built using Porter’s Differentiation Strategy. This is because Ricchezza
is aimed at a broad market that involves creating a unique service to the industry. There is no
other casino and resort on the Las Vegas Strip that accommodates such a variety of consumer
based on income levels and taste preferences. This allows Ricchezza to earn a brand image that
will inspire customer loyalty as consumers receive customized experiences at their stay in Las
Vegas. Typically, gamblers in Las Vegas are not price-sensitive and this market is very
competitive and well-saturated. Lower-income customers are underserved with the over-
production of expensive casino resorts while higher-income customers are known to try a new
state-of-the-art facility. Ricchezza is a firm that can satisfy these very diverse needs in an
innovative way that is hard to copy.

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 9. Discuss the many eBusiness strategies that your company could use to increase revenue and
decrease cost.

A. Company web site’s target audience – who will use the website (internally and externally), for
what purpose and where are they located geographically?

Externally, Ricchezza’s website is targeting a global audience (the website is available in

multiple languages to facilitate international customers), men and women, of gambling age to
advertise services, make online hotel reservations, and contact customer service for help. Future
employees will also be able to apply for career opportunities by uploading resumes and
completing an appropriate questionnaire.

Internally, Ricchezza’s website will need to allow employees to process hotel

reservations, contact customers with answers to questions and review job applications.

B. Company’s website purpose:

Ricchezza’s website will be focused on advertising services to our audience. The website
will thoroughly describe the amenities and features offered on each level of the building to
inform the global customer base with text, pictures, virtual tours and interactive interfaces. The
website will also offer easy access to check room availability and reserve rooms. The website
will also offer easy access to live customer service care, where customer care representatives can
help the customer create an entirely specialized package including hotel rooms, entertainment,
night clubs admittance, dining reservations, and more. Lastly, the website will allow potential
employees to apply for careers and current managers to review the applications and
questionnaires filled out.

C. Company’s primary usage of the web

a. Is the primary use going to be informational or transactional or both? Justify.

The primary use of Ricchezza’s website will be both informational and transactional. The
main objective is to provide customers information about the services offered. However,
transactions will take place as customers contact representatives through email or live chat,
reserve rooms, and apply for careers.

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 b. What pages will be found on the website? Please list major sections of the site.

The home page of Richezza’s website will offer easy access to live customer care and
hotel reservations. In addition, there will be a page dedicated to each floor of the casino resort
that will include pictures, thorough descriptions of the theme, virtual and video tours, and the
unique services (restaurant, attractions, entertainments, hotel accommodations, gambling, night
clubs, etc) that inhabit that floor. Pages will also be dedicated to company information (―About
Us‖), potential employees (―Careers with Ricchezza‖), and customer service (―Contact Us‖).

c. Is the website primarily for B2B (business to business) or B2C (business to consumer) or
both? Justify.

Ricchezza’s website is primarily business to consumer, because we are tailoring the entire
web experience straight to our customer for their knowledge and convenience.

D. How can an eBusiness strategy help your company attract customers and increase sales?

Ricchezza will display advertisement for discounts to stay, play and eat on the lower levels of
the building. This will help create incentive for lower-income customers to come which will
increase our customer base and revenues.

E. How could eBusiness strategy help customer service?

Our Live Chat feature helps each and every customer with questions they may have. Our 24-
hour online customer care can also conveniently plan an entire trip for the customer at the
comfort of their own home, at any time of the day, for no additional charge.

F. How could you use an eBusiness strategy to partner with suppliers?

Ricchezza’s website could attract new suppliers like entertainers, gambling service providers,
and food services. Potential suppliers would have easy access to contact information.

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 G. How could a portal help your employees?

Because the website is interactive and transactional, managers will have the capabilities to
read resumes and questionnaires completed by potential employees. This will help aid the entire
recruitment process.

H. How could a kiosk help your business?

A kiosk in the entry of the business, as well as on each floor near the hotel accommodations,
could help customers navigate the building, the Strip, the city of Las Vegas, answer FAQ, and
contact customer care.

I. What types of metrics would you want to track on your eBusiness Web site? Be sure to justify
your answers.

The metrics needed in order to track Ricchezza’s eBusiness would include, but may not be
limited to, website traffic, number of reservations made, clickstream data, number of resumes
submitted, number of employees hired from online recruitment, number of trips planned through
customer service, number of customers contacting customer service, and percentage of questions
accurately and thoroughly answered using the Live Chat feature. Website traffic is important to
monitor to know if the website is being used. The number of reservations made online is needed
to make sure that this feature is needed and accessible. Clickstream data can tell the business
how much time is spent on each page, which pages are being viewed the most, and what order
they are being viewed in. The number of resumes submitted is important to know how much
time managers should allot to take time in reviewing the submissions. The number of employees
hired from online recruitment can indicate how effective online recruitment is to the growth of
the company. The number of trips planned through customer service can forecast future sales
predictions and indicate how many customer sales representatives will be needed to help
customers. The number of customers contacting customer service is imperative to know how
many customer care personnel to staff, and what times of the day/week are busiest and require
the most representatives. Lastly the percentage of questions accurately and thoroughly answered
using the Live Chat feature can tell managers which customer care representatives are most
efficient with helping customers solve problems. This is an important metric to know the level of
customer satisfaction.

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 Appendix: Storyboard for your new company’s website homepage

Select a
Language icchezza ROOM
RESERVATION
Casino & Resort

Accommodations Restaurants/Lounges Casinos Entertainment Pool/Amenities

Floor 1 Room Reservation bar Have a

Question?
Chat with
Floor 2 Ricchezza
now!

Virtual tour 
Floor 3

Floor 4

Floor 5
(main content- background picture)

 About Us   Careers with Ricchezza   Contact Us 

 Copyright 2010 All right reserved 

INSC 20263 -- Project Proposal – Page 22