Sie sind auf Seite 1von 23

Report

www.E-Charisma.com

Group Members
Qamar Zeb1682-FMS/BBA/S06
Rohan Ahmed Zaidi1683-
FMS/BBA/S06Saeed
Ahmed1684-FMS/BBA/S06Sajid
Ali Arain1685-FMS/BBA/S06
Samiullah Jan1686-
FMS/BBA/S06Samiullah1687-

FMS/BBA/S06 Date: Friday,


May 16, 2008
E-Charisma

Gifts are given in every culture or we can say every part of the world. Hence it is a
matter of everyday that we gift or give a present to our loved ones. In our society,
the act of mutually exchanging gifts, presents etc. contributes to social cohesion,
and it is anything that makes the other happier or less sad, especially as a favor,
including forgiveness and kindness. Now the question arises as to how we can send
gifts or what is the best, easy and a cheaper way to send a gift. The answer to this
question is…

www.echarisma.com

Order Placed

www.e-charisma.com

Custom Deliver
er ed

Figure 1.0

What is E-Charisma?

E-Charisma is all about delivering your feelings and emotions to your


loved ones in terms of gifting them whatever you want. We provide you FACT A 2007
survey of over
a platform to express your love and affection for the people you care
30,000 respondents
about. E-Charisma is the perfect way to communicate your feelings by BabyCenter.com
found that 38% of
without saying anything at all and giving a voice to your feelings and a
new mothers
way of expressing whatever's in your heart. received a push
present, and 55% of
A network that reaches across Pakistan, facilities like on-line gift pregnant mothers
wanted one.
ordering , tracking and much more from the comfort of your home,
workplace or even travelling. We at E-Charisma make sure that we make
every single delivery cherished & remembered for a lifetime.

2
E-Charisma

Be it Eid, Marriage Ceremony, Christmas, Friendship Day, Someone’s birthday or


any event; you just have to think of what you want to gift and we’ll deliver it for
you. Figure 1.0 simply explains how we deliver your gift.

Company’s Information
Company’s Name E-Charisma
Slogan If it’s Legal, We Sell It…
We Deliver…
Type Private
Founded Friday, February 15, 2008
Founders XSR Group
Headquarters Islamabad, Pakistan
No. of Locations Offline Branch Every 300 Km*
Industry Retail
Products Gifts ( Stock + Special Orders )
Website Address www.e-charisma.com.pk

The above table gives a brief information about E-Charisma, as given E-Charisma is
a private limited company that means that it’s shares are not offered to the general
public. Basically E-Charisma is a Strategic Business Unit of XSR Group of
Companies, which owns three SBU’s (see Figure 1.1).

XSR Group

Charisma E-Charisma E-Soft


Industries

3
E-Charisma

Figure 1.1

The Company’s head office is in Islamabad, with over 20 branches covering all
Pakistan. E-Charisma specializes in gift products which are in our stock or by taking
special orders in some cases making us a Retail company.

– Purpose –

“To continually strive to achieve excellence - both on and off the job and to
promote our teenager boys and girls to take up a leadership role in the days
ahead for the promoting our religion and the culture of Pakistan.”

– Mission Statement –

"To direct all our organizational efforts at building upon the existing
organizational strengths and company’s recognition to achieve enhanced levels
of profitable growth in the core business, and penetrate into new areas that
compliment and supplement the core business, with the penetration aimed at
achieving excellence and industry leader status in the new areas. The E-
Charisma People will however be encouraged to be open to unconventional ideas
and services and recognize new trends at very early stages"

– Vision Statement –

"E-Charisma will be recognized and respected as professional, innovative,


profitable information, and knowledge based logistics/services enterprise.
E-Charisma embeds internet based technologies into its internal operating

4
E-Charisma

structures and as business solutions for customers; with customers and


employees the core of its operations; demonstrating a clear concern for ethical
conduct and good corporate citizenship; with the objective of growing into
every inch of Pakistan”

“The gifts
immeasur
almost an

for giving
to accept

able that
injustice

that one
receives
them.”

are so
it is
Opportunity Analysis

Opportunity analysis is the process of defining the exact nature of the


opportunities available in an organization’s operating environment in terms of
external and internal considerations. Figure 1.3 presents an overview of this process
in terms of the steps involved in the analysis.

As this diagram depicts, opportunity analysis is a comprehensive analysis of all


aspects of an alternative before decisions are made to pursue it. The results of such
an analysis put the decision maker in a position of having a strong data base from
which to choose among the various alternatives present in the environment.

Seed Opportunity in an Existing or New Value

Uncover Opportunity Nucleus (Unmet/

Identify Target Customers

Declare the Company’s Resource-Based


Opportunity for Advantage

Assess Competitive, Technological, and Financial


Opportunity

Make a “Go/No Go” Assessment


5
E-Charisma

Fig 1.2

Market Opportunity analysis is an essential tool for both entrepreneurs and senior
managers who are planning to launch a new business. Basically it consists of five
main stages, and we’ll discuss them with reference
to E-Charisma.

happi

“Ever
d is a
ness.

y gift
frien

from
wish
your
for

a

• Seed Opportunity:
The analysis begins with framing the business opportunity and identification
of the new business will participate. This opportunity identification and
analysis is anchored within an existing or new value system.
Now In the Case of E-Charisma, we should look at the value system with a
lens that yields ideas about new business possibilities. Therefore E-Charisma
should look for either Trapped Value to be liberated or New- to- the-
world- value to be introduced.

I. Trapped Value: E-Charisma will create or unlock FACT

trapped value by creating more efficient markets or The song "Happy


Birthday to You"
more efficient value systems, by enabling easier
was composed
access, and by offering much more than the market by two sisters,
can offer. We can say that E-Charisma will create a Mildred and
Patty Hill, in
more efficient market by lowering search and
transaction costs on gift related services/products.

We’ll enable an ease of access by enhancing the number of ways a user


can connect to our website. Considering the case of Pakistan 93% of the
internet using population is relying on dial-up or 56K speed, for this E-
Charisma plans to give Website interfaces supported by these
connections, moreover a user can also connect to E-Charisma’s interface
using a Cell Phone via GPRS interface which E-Charisma plans on
providing to its users.

6
E-Charisma

E-Charisma plans on disrupting current pricing power by providing


price/quality etc information about the Gift/Product, A user is about to
purchase in comparison with the offline prices as well as online prices.

II. New -to- the-World Value: Considering the new economy, E-Charisma
plans on adopting the new-to-the- World Value, so that it can create or
enhance an existing offering.

Customize Offerings: Adopting New-to-the-World Value means adopting


the customization offering but the question is How E-Charisma plans on
offering the customization offer? The Answer is simple; you can
customize the Gift you want to send by adding/removing anything you
want. See Figure 1.3 to better understand the customization feature.

E-Charisma
(Customization
)

White Shirt User


(Stock) Customized

Fig 1.3

The company also plans on extending the boundaries of gifting market by


providing everything the user demands. In order to enable efficient
community building E-Charisma plans on building a community for its
customers by providing them a platform on which they can discuss about
gifting services/products or gifts.

7
E-Charisma

• Uncover Opportunity Nucleus: As having a rough definition of our playing


field, now we’ll define our opportunity as to how we’ll create increased
customer satisfaction or create a new, high valued customer experience. The
Goal at this stage is to identify either we are uncovering unmet needs or
underserved needs. For this we first needs to understand why a customer will
buy a gift or what will drive a customer to buy a gift from our website this
question can be answered with the help of customer decision FACT
process seen in case of gift giving, there are five stages of
In ancient Rome,
customer decision process. gifts were
exchanged during
I. Origination is the first step which explains why a the New Year’s
celebrations. At first
customer buys a gift, the answer when seen in our
these gifts were
culture/society is simple whenever there is an event like simple, such as a
few twigs from a
Eid, Christmas etc or occasion like marriage, mothers day
sacred grove and
etc or without any particular reason people give gifts to food. Many gifts
each other, that’s only because people love each other, a were in the form of
vegetables in honor
father loves his sons hence gifts them something on his of the fertility
birthday etc. So this is where and why the gift giving goddess Strenia.
During the Northern
process originates. European Yule,
fertility was
II. Information Gathering is the steps which tell us how a celebrated with gifts
customer gets information that he’ll
FACT A push have to gift someone. What drives him
present (also known
to go buy a gift, this in E-Charisma’s case is done by
as a "baby mama
gift" or "baby three major reasons First he gathers or gets
bauble") is a present information from his past experiences this means Mr.
a new father gives a
new mother when A for example is living in Pakistan and he takes a look
she gives birth to at his life, he can see a picture of getting gifts on
their child.
birthday, Eidi on Eid Festival and many other events.
Secondly our culture and religion give us more than
enough reasons that we give gifts to each other, and lastly we get the
information from discussion from our peer group, families etc .

III. Evaluation comes when a customer wants to evaluate the alternatives


meaning that how many ways a customer got to send a gift to someone.

8
E-Charisma

In this case there are two ways a customer can send a gift that is by
purchasing a offline or by purchasing a gift online (E-Charisma.com)

IV. Purchase Decision is the fourth step in the CBP, now after evaluation of
alternatives, now a customer will check
out what is more easier, cheaper and

found in a

“Rememb
gift is not
store nor
hearts of
friends.”

tree, but

greatest
under a
fastest way to send a gift to someone.

er, the
in the
true
Offline: This can better be explained
with the help of an example, suppose
Mr. Haris Inam Khan living in Islamabad
wants to send flowers to Miss. Kokab Khawja living in Lahore, and uses
the offline way of sending gifts in which he first goes to a flower shop to
buy a bouquet and after one hour he is able to select a bouquet for his
love, then he goes to the card shop, then the wrapping paper shop and
so on… Mr. Haris Inam wasted 8 -10 precious hour of his life just by using
the offline way of sending flowers and which he knows wont be delivered
on time.

Online: Where as Mr. Sohaib Qadir living in Islamabad opts for online
method (www.e-charisma.com) to send flowers for the love of his life
Salma Khan living in Karachi. With only a single click he’s able to select
flower, attach a card, wrap it using a wrapping paper of his own choice
and E-Charisma assures that fresh flowers will be delivered to Salma
Khan in a matter of hours.

V. Post Purchase Evaluation and Behavior: The final step in this


process is how E-Charisma plans on satisfying the customer so that
he/she will again visit or send a gift using E-Charisma’s services. The
answer is simple as explained in the IV step Salma Khan will be Satisfied
and Kokab Khawja wont be. Hence Sohaib Qadir being a customer will be
loyal to E-Charisma and will also tell Haris Inam to send gifts using E-
Charisma’s Portal.

I. Revealing Underserved Needs : Using the Customer buying process


we come to the conclusion that when it comes to the gift giving market

9
E-Charisma

the needs of customer were underserved meaning that he had to waste a


lot of time, money etc by using offline modes of Gift sending. With the
help of E-Charisma we’ll meet the underserved needs of the customer.

• Identify Target Segment/ Customers: In this stage a company identifies


and chooses priority customers and preliminary understanding of the
potential audience the company seeks to serve.

Seeing this in case of E-Charisma we are planning to target all the internet
users in Pakistan which are about 3-5 million users and growing at the rate of
1393% as calculated by Statistics Division of Pakistan (2004). An Unofficial
source also tells us that by the end of 2008 the internet using population in
Pakistan will reach up to 30 Million users. So E-Charisma plans on targeting
these customers but this target is categorized in terms of ages, gender, and
internet connectivity or to be more precise in terms of Demographics.

• Declare the Company’s Resource Based Opportunity: FACT in Pakistan


teacher’s day is
The Fourth step is examining the distinct capabilities and celebrated on
activities of the company would bring to the offering to October 5th every
year
achieve advantage, either through its own resources or
those of potential partner companies.

I. Company Resources: What are the resources that E-Charisma will bring
to the market that’ll help it to excel and generate profits. This’ll include
the services of the Sister firms of E-Charisma or 2 other SBU’s.
-Raw Material for the Gifts will be provided by Charisma Industries
- An Offline Software to be provided by E-Soft
- Establishment of a Manufacturing Unit every 300 KM in Pakistan
- A Fleet of 500 Delivery Vehicles Covering all Pakistan and 3 Cargo
Planes for places where there are no roads.
- Experienced Employees
- Software Developers for managing and updating the E-Charisma
Software and Website
- Quality Control Department to assure Quality of the Products.

10
E-Charisma

II. Partners: E-Charisma plans to go for a complementary partnership with


three major companies
-Microsoft: E-Charisma plans on being a partner of Microsoft in such a
way that whenever Windows Operating System is installed by a user, the
Setup asks the user to install the Offline E-Charisma software.
-Unilever: Using the products of
Unilever E-Charisma plans to market

small, is

which is
great, if

is being
affectio

though

“Every
reality

given,
given

even
with
its brand name and website.

it is

gift
n”

in
-Banks: E-Charisma plans on offering
an easier way of payment, so banks FACT
like HBL, UBL, MCB, Standard Charted
Women give
and Citibank will be the complementary partners. Christmas gifts to
more people than
do men. The
average
• Access Opportunity Attractiveness: The Final Step is difference is 12.5

accessing opportunity attractiveness the company must


access the market’s financial, technological, and competitive situations.

E-Charisma plans on determining the character and magnitude of the


opportunity by using Customer dynamics by segment interaction and growing
into the market, simply by using its website and offline software. Every
customer will be able to interact and share problems, ideas with customers as
well as E-Charisma’s representatives who’ll be online 24 hours a day.
Technology Vulnerability is a major flaw in most of the business, in order to
tackle with this problem E-Charisma plans to Adopt new technology using the
help from its Sister firm E-Soft which will help it in understanding the
changing technological environment.
Moreover Microeconomics side of the opportunity attractiveness is planned to
be achieved by accessing the change in Market Size i.e. the number of new
market created in the gift industry, and discussing the last but not the least
point of Opportunity Attractiveness E-Charisma’s Profitability attractiveness
by the collection of data/survey done in the offline markets to see the number
of users who’ll buy online a hence generate profit for our Company

11
E-Charisma

Business Model
Basically there are four components of a Business Model and we will apply
this framework to E-Charisma. These Components are shown in Figure 1.5

Value Cluster

Market Space Offering

Resource System

Financial Model

Fig 1.5

• Value Cluster : The first step in articulation of the business model is to


clearly specify the value proposition or value cluster for E-Charisma which
includes E-Charisma’s

I. Customization: Customization of gifts will totally be at customers end.


A Customer can simply do anything he/she wants, the color of the gift,
shape, size, wrapping paper, time of delivery etc. There will be two ways
a customer will be able to customize the gifts
A) E-Charisma Software (Dial-Up Users) : Keeping in mind the Pakistan’s
population the customer wont be able to fully
customize the gift using low internet speed, To solve FACT
this problem a software will help the customer to
easily and effectively customize the gift and then Eid al-Adha is
celebrated on 10th
send it.
of Zil-Huj, in 2008
B) High Bandwidth Customization: Online
it’ll be celebrated
Customization using Web based customization for on December 08.
High Speed Internet Users.

12
E-Charisma

II. Target Segment: In this stage E-Charisma will identify and chooses
priority customers and preliminary understanding of the potential
audience the company seeks to serve.

At E-Charisma we are planning to target all the internet users in Pakistan


which are about 3-5 million users and growing at the rate of 1393% as
calculated by Statistics Division of Pakistan (2004). An Unofficial source
also tells us that by the end of 2008 the internet using population in
Pakistan will reach up to 30 Million users. So E-Charisma plans on
targeting these customers but this target is categorized in terms of ages,
gender, and internet connectivity or to be more precise in terms of
Demographics.

III. Key Benefits: Now what are the key benefits that we’ll offer to our
customer that’ll drive them to send gifts using our website? These
Benefits are
- Customization: A Customer can customize the Gift he/she wants to
send by adding/removing anything he/she wants.
- E-Charisma Software : Providing ease to the customer by making he
feel like he/she can do anything he/she wants regarding his orders, gifts,
complaints etc
- Online Tracking : A Customer can track his or her
order using the E-Charisma software or High
Bandwidth interface of E-Charisma’s website.
- Complementary Gifts: A complementary gift is
sent to the sender on behalf of E-Charisma,
- Widest Assortment: E-Charisma offers variety to its customer, nearly
all the main brands in Pakistan industry will be on E-Charisma’s website.
-Minimum Delivery Time: Having an offline branch
every 300 KM in Pakistan, we will be able to provide
a minimum delivery time to our customer i.e. 1.5 to
2 hours for delivery time on normal basis.
- Post Paid System: Yet another benefit which E-charisma brings is the
Post-Post System i.e. the customer will be charged after the transaction.
- Credit Cards/ Bank Account Payment: A survey
13
E-Charisma

shows that in Pakistan more people have bank accounts but they don’t
have credit cards. On E-charisma you can pay through you Credit Card or
bank account just by simply providing your Account Information and Pin-
Code.

IV. Quality Assurance : A team of 3 quality assurance


FACT
inspector’s will check the orders for defects etc when
it is manufactured and before being shipped. Women are more
successful in
finding desired
V. Market-Space Offering: E-Charisma is a cross-
gifts. 10 per cent
category dominance business; it will offer gifts for of women's gifts
were returned to
many categories i.e. Birthday Gifts, Eid Gifts, Adult
the shop, as
Gifts, Childeren’s Gift etc. opposed to 16 per
cent for gifts given
• Customer Decision Process: The Second step in the
construction of an online offering is articulating the
consumer decision process for various product categories.

I. Origination/Need Recognition: The first step which explains why a


customer buys a gift, the answer when seen in our culture/society is
simple whenever there is an event like Eid, Christmas etc or occasion like
marriage, mothers day etc or without any particular reason people give
gifts to each other, that’s only because people
love each other, a father loves his sons hence
found in a

“Rememb
gift is not
store nor
hearts of
friends.”

tree, but

greatest
under a

er, the

gifts them something on his birthday etc. So this


in the
true

is where and why the gift giving process


originates.

II. Information Search: The step which tell us


how a customer gets information that he’ll have to gift someone. What
drives him to go buy a gift, this in E-Charisma’s case is done by three
major reasons First he gathers or gets information from his past
experiences this means Mr. A for example is living in Pakistan and he
takes a look at his life, he can see a picture of getting gifts on birthday,
Eidi on Eid Festival and many other events. Secondly our culture and
religion give us more than enough reasons that we give gifts to each
14
E-Charisma

other, and lastly we get the information from discussion from our peer
group, families etc .

III. Evaluation of Alternatives: When a customer wants to evaluate the


alternatives meaning that how many ways a customer got to send a gift
to someone. In this case there are two ways a customer can send a gift
that is by purchasing a offline or by purchasing a gift online (E-
Charisma.com)

VI. Satisfaction/Loyalty: The Final step in the customer decision process,


now after evaluation of alternatives, our customer will check out what is
more easier, cheaper and fastest way to send a gift to someone, at by
using E-Charisma’s platform he’ll get many benefits as discussed
ultimately building customer loyalty to E-Charisma.com and the sender
as well as the receiver are satisfied.

In order to understand this concept more clearly take a look at Figure 1.6

Customer Decision Process

Occasion/Events/Randomly
(Marriages, Eids, Valentine etc)

Love for Loved Ones (Family,


Friends, Colleagues)

Past Culture/Reli Discussions


Experience gion

www.e- 15
Offline
charisma.com.pk
Satisfaction Dissatisfac
E-Charisma

Fig 1.6
• Resource System: The Resource system consists of value proposition and
offering specification, this system shows how a company must align its
internal systems (partners) to deliver the benefits of the Value Cluster. The
Resource system is divided into five stages in order to better understand it.

I. Core – Benefits in the Value Cluster: This step involves with


understanding the core benefits in the value cluster. In Case of E-
charisma these core benefits which a customer will get are

-Offering Design Option :A Customer can customize the gift anyway


he/she likes

-Offering E-Charisma Software: Providing the customer with the E-


Charisma software is one of the Core Benefits in the Value Cluster
through E-Charisma’s software the customer will be able
to select a gift, customize it, place an order, track his/her
order and discuss experiences with other users and
interact or give/receive feed back to/from E-Charisma’s
Representatives.

-Offering Widest Product Assortment: E-Charisma offers


variety to its customer, nearly all the main brands in Pakistan industry
will be on E-Charisma’s website.

II. Identification of Capabilities: The second stage of resource system is


identification of the capabilities of E-Charisma, simply knowing what we
are or will be capable of doing and how?

- Quality Assurance Team: A team of 3 quality assurance


inspector’s will check the orders for defects etc when it is
16
E-Charisma

manufactured and before being shipped. This is one of our key


capabilities.

-Partnership: E-Charisma is made capable of doing many tasks quickly


and effectively because of its partnership with Microsoft, Unilever and
Banks.

-Delivery Vehicles and Planes: A fleet of over 500 Delivery Vehicles and 3
cargo planes E-Charisma is capable of delivering the gifts all over
Pakistan with minimum delivery time.

- Customization Machinery: There will be a customization machinery


every 300 KM at our every branch which will make us capable to achieve
perfection in the Gift Giving field.

III. Activities and Resources: Discussing our activities, we can say that
- Paid Documentary: A paid documentary is telecasted 3 times in a month
on Major TV Channels including GEO TV, AJJ TV and ATV. It is
a 30 Minute documentary explanting the importance of
gifts and history of gifts.
-Advertisements: E-Charisma plans on using every
mode of marketing its message to the user by using
mediums such as Radio, TV, Internet, Print Media, and Bill
Boards. FACT The custom
Now coming to our resources of gift giving goes
back to the Roman
-SBU’s: The SBU”s of XSR group are a major resource of E- festival of the
Charisma. Kalends and took
place on the first of
-Partners: Our Partners are our main resource of
January during the
marketing and creating value for our customers. Winter Solstice. The
-Delivery Vehicles and Planes: A fleet of over 500 Roman Emperor
received gifts from
Delivery Vehicles and 3 cargo planes is the main his administration
resource when it comes to delivery process.
- Customization Machinery: The Customization machinery
at every offline branch enables us to do tasks that others cannot achieve.

17
E-Charisma

- E-Charisma Software: One of the greatest resources of E-Charisma is its


offline software which will allow millions of users ease of access and
many such options.

IV. Supportive Rational: In this step we analyze as to how we are going to


support what we say this can be explained by first starting from Raw
material of the gifts being provided by charisma industries, customized at
our plant, tracked by using E-charisma’s software developed and
managed by E-Soft and lastly the delivery is secured and quality is kept in
mind by the quality control department of E-Charisma.

V. Partners: Now the question is how our partner’s gets FACT Ellen J.
Langer, a Harvard
benefit from us? psychology
- Microsoft: In this case E-Soft the sister firm develops professor. “If I don’t
let you give me a
different software for Microsoft and hence pays by gift, then I’m not
adding the E-Charisma’s Software in every window’s encouraging you to
think about me and
copy
think about things I
- Unilever: Suppose you’re eating Walls ice cream and like. I am preventing
on the wrapper you find E-Charisma’s website address you from
experiencing the joy
and a 10 Digit code. You enter that information on our of engaging in all
website and win a Neck Tie, after paying the shipping those activities. You
do people a
prices and the tie delivered Unilever will get fully paid
disservice by not
in terms of the price of that product
- Banks: Transaction charges are paid to banks every
time someone uses bank account payment method.

• Financial Model : A Financial model is divided into two parts

I. Revenue Model: This means as to how E-Charisma plans on generating


revenue, we plan on doing this by
1. Advertisements: E-Charisma plans on generating revenue by placing
banners/advertisements of its partners as well as other companies.
2. Subscription: Suppose your father loves Antiques and you want to gift
him an antique every time you see one. In this case you can subscribe on
E-Charisma website and updates about different products will be mailed

18
E-Charisma

etc to you everyday


3. Product Selling: The main focus is to generate revenue by selling gift
products to our customers.

II. Value Model: There are two main aspects of Value model

1. Company and User Derived Value Creation: E-Charisma plans on


providing the user content and value added services, for example a
customer can rate the delivery system, product quality etc.

2. Company Derived Value Creation: We plan on providing the customer


with company derived value creation by providing
-Widest Assortment: E-Charisma offers variety to its customer, nearly all
the main brands in Pakistan industry will be on E-Charisma’s website.
-Most Personalized: Achieving this by personalizing almost everything,
from gifts to customers account.
-Best Experience: All the services provided by E-Charisma when summed
up provide satisfaction to the customer hence creating a best experience
for him/her.
~Thoma

the love
lover as

the gift
Kempis

A wise
values
giver.

not so
of the

of the

much

III. Growth Model: lover E-Charisma


plans on adopting the Market


Development strategy in
the market, keeping in
mind the Pakistan’s context. A monthly forecast of its cost/investment is
given below

Product/Facility Cost/Investment*
Website Registration 1.67$
Staff 10000$
Delivery/Purchase 40000$
Internet Charges 2000$
Electricity Charges 2000$
Advertisement Charges 5000$
Machinery 2000$
Others 6000$
Monthly Grand Total 67000$

19
E-Charisma

Seven C’s
The 7C’s framework is a way of describing/representation for customer interface
design. It discusses 7 design elements that are needed in a customer interface.

Considering the case of E-Charisma when ever user open’s the website he/she can
see two interfaces

Low Bandwidth Version High


Bandwidth Version

Low Bandwidth version is designed to meet the needs of Pakistani Internet Users
with more focus on how a user can benefit form it

I. Context
- Functions: Functions are the Key feature of E-Charisma’s
website. With search option and statistics taken as an

20
E-Charisma

example
- Aesthetics are seen in the high bandwidth version of E-Charisma by
using a Flash based Interface, things really give a beautiful look.

II. Content
- Text Based Interface for Low Bandwidth and GPRS Users
- Videos, Audio and Graphics in High Bandwidth Version

III. Community
- Option on Webpage as well as E-Charisma
Software.

IV. Customization
- Online Customization ( High Bandwidth Version)
- Personalized Account/Interface
- E-Charisma Software ( Offline Customization)

V. Communication
- Two Way Communication (Online + E-Charisma Software)
- Phone a Customer Representative

VI. Connection
- Banners of Complementary Partners (Microsoft, Unilever and Banks)
- E-Charisma’s Banner ( Google, Microsoft, Unilever and Banks )

VII. Commerce
- Shopping Basket
- E-Charisma Software

The Figure 1.7 Shows a screen shot of Low Bandwidth Version.

21
E-Charisma

Fig 1.7

Branding
Clearly Define Brand Audience Every person with the knowledge of
Internet

Understand the Target Customer Person with bank account or Credit card

Identify the Key Leverage Point in Customization


Customer Experience Specialization in Gifts

22
E-Charisma

Continually Monitor Competitors Watch for competitors FACT


Design Compelling and Complete Brand Advertisements At common law,
FACT
Intent Paid
FACT Documentary for a gift to have
FACT
People who stop legal effect, it
Execute
giving giftswith Integrity
lose out Keeping
Women devote in Mind’s Company’s
was required
National
on important social Purpose
more time to that there be
Grandparents Day
cues, researchers Vision
selecting the
is celebrated on (1) Intent by the
say. “Who is on appropriate
the first Sunday Missiongift,
Statement donor to give a
your gift list is 2.4 hours per
after Labor Day gift.
telling you who isOver
Be Consistent Time recipient
Followversus
the Mission Statement
important in your 2.1 hours for male
(2) Acceptance
Establish Feedback
life,” Dr. McGrath System Community of the gift by the
said. “It says who is E-Charisma Softwaredonee.
more important and
FACT Fathers FACT Eid ul-Fitr
Be Opportunistic Quickly Adopting new
(3)opportunities
Delivery to
Day is celebrated is celebrated on 1 the donee of the
Invest and be on Third Sunday of
Patient XSR every
groups of Industries are
Syawal item to befocused
given
June every year year,and
in 2008 it'll for their Investments
known as a gift. and
be celebrated on
FACT in Chinese being patient.
October 2nd.
culture, red
wrapping connotes
luck.

THE END
“The gifts
immeasur
almost an

for giving
to accept

able that
injustice

that one
receives
them.”

are so
it is

23