Business Proposal Assignment
You work as a communication specialist at one of the following:
Ben and Jerrys
Casper Matresses
Tesla
Go Pro
Nike
Madewell
Clif Bar
Square
Headspace
You are reporting to the CEO of the company, so you must find the name of said person. Using the skills you’ve been practicing in this course, respond to this challenge:
You’re helping prepare a report about the company. The report as a “public business plan,” in that it will discuss the company and its objectives, strategies, and operations without disclosing the sort of confidential international that a typical business plan includes. The target audience includes potential investors, employees, and business partners.
On the job (Internal, Unsolicited Proposal): Write a 2-3 page internal proposal to your boss or supervisor. Remember to include additional headings or sub-headings for each section in the proposal that explain this program- i.e. Background, Solution, Recommendation. Make sure to correctly identify and analyze your audience, as well as any possible secondary audiences. Usually, the person to whom you submit your proposal is in a position to order the implementation of the change recommended.
Think we can we go in the future? What new strategies can we utilize? How can we can our brand narrative? BE CREATIVE.
WARBY PARKER
Memo
To: David Gilboa, Co-CEO
From: Lester Sotolongo, Communications
Date: November 10, 2020
Subject: Proposal for E-Commerce Solutions
During our previous meeting, it was brought to our attention the need to enhance the online shopping
experience due to the sudden rise in e-commerce orders. As more people are staying home, online
shopping is becoming less of an option and more of a necessity. Our company has had major success
since launching our online platform for ordering contact lenses. We are pleased to submit the
following proposal for enhancing the online shopping experience when customers are looking to
purchase new frames and eyewear from our store.
Background:
Warby Parker has had major success with both in store and online shopping. We received positive
feedback and saw an increase in sales when we opened our Frame-Less online platform for customers
to order prescription contact lenses. With the current global pandemic, we have had to adapt and
adjust our store appointments in order to minimize the number of customers inside at the same time.
Naturally we are seeing an increase in online orders for contact lenses as less people are willing to
come in store and try on frames. And although we have a fantastic online platform for ordering
contact lenses, our orders for frames have not received the desired attention we are aiming for.
Shoppers are reluctant to purchase eyewear online for a handful of concerns. By addressing these
concerns first, we have put together a variety of solutions aimed to increase our online orders and
customer satisfaction.
Concerns:
The first and biggest concern our customers reported is purchasing a frame that may not fit correctly
upon arrival. The hassle of having to send back the eyewear and wait for new eyewear that will
hopefully fit, is something most customers do not wish to experience. Since we want to make it an
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easy and painless experience customer can rely on, this was our first area of focus. Second, our
customers are concerned with prices being higher as they are unsure if shipping costs will be included
in the bill, and a concern of liability was also brought into question. Some customer feedback includes,
“What if the frames I am trying out come to my house broken? Will I be responsible for paying for
those broken frames?” As well as, “I’m a naturally clumsy person, if I accidentally brake one of your
frames when trying them on will I have to pay for that broken frame?” The third and final concern is
the return policy for frames that have already been purchased. Customers reported that they would
not want to make an investment in a frame that they are not be able to return/exchange withing a
reasonable time. Styles change and people change their opinions on certain looks as they start
incorporating their frames with their daily routines.
Proposed Solution:
Home-Try On: Our tried and true way to eliminate the risk of buying eyewear online
With the Home-Try On program customers can order up to five pairs of frames and keep them for up
to five days in order to decide which pair they would like to purchase. Five days will give our
customers the necessary time to try on each frame and get different opinions from family or friends.
Shipping is free and a prepaid return label will be included with the trial frames. Once the customer
has made a decision, they will need to return all five frames. A printed list and small sticker will be
included with the frames so that they may mark which frame they would like to purchase once they
send them back.
Solution to concerns over proper fitting of the frame: To ensure our customers are satisfied
with their first purchase, we can include a Virtual Fitting which allows customers to use the
camera on their phone or computer to get the proper measurements. Measurements will be
based on width (narrow, medium, wide) and distance between pupils to help center the
prescription correctly. Once the customer has made a decision from the five frames, they can
make a note of any corrections they feel needed to the frame (tightening around the ear, larger
width, etc.).
Solution to concerns over pricing and liabilities: Just as our shipping for the trial frames are free,
so will the purchase shipping. We have partnered up with USPS and FEDEX to provide fast,
reliable shipping to our customers at a low cost. Our frames are designed in house, cutting out
the large company suppliers who keep prices high and reap in the profits. As far as liability goes
with broken or damaged frames, we understand that accidents happen and we cannot hold our
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customers accountable for that. As long as they return all the frames they agreed to try, they
will not be charged.
Solution to concerns over return policy: Purchased frames come with a 30 day return or
exchange policy. If customers decide they no longer like the style they purchased and wish to
exchange it, perhaps for their second pick from the list of frames, they may do so as long as it is
within the first 30 days of purchase. On top of the free 30 day return or exchange policy, we
will include a one-year scratch free warranty. If the eyewear is scratched within the first year,
we will gladly replace the eyewear at no extra cost.
Recommendation:
Next step would be to start the trial launch as soon as possible in order to make necessary
adjustments and fix any bugs this new program may have before releasing it to our customers.
Customer satisfaction has been our top priority and will continue to be our key focus through-out
this process. We believe that buying eyewear should be easy and fun. Everyone has the right to
see and look good without emptying their pockets.
Please let me know if you have any questions or concerns with this proposal and when it would be
a good time to set up a meeting. We can go over more details and collaborate ideas as needed.
LS
MEMO
TO: David Gilboa
FROM: Alexandra Lazarus
DATE: November 10, 2020
SUBJECT: Internal Proposal – Customer Online Shopping Concerns
As discussed in our last meeting, our company has decreased in sales in the last year due to the
inconveniences shoppers are experiencing. From gathering data and analyzing customer reviews
thourhougly, it has been concluded that our online shoppers find it difficult to purchase eyewear
online. They find it inconvenient not being able to try on different options to be able to pick the
best suited eyewear.
After much investigation and collecting customer responses, I have decided it is best to resolve
these issues to increase customer satisfaction. By gathering data and doing research, I have
acquired a simple solution which will resolve this discomfort our customers are experiencing
once it is implemented.
BACKGROUND:
Addressing our customers concerns is our main priority to reach customer satisfaction and
increase revenue. Below are the three main challenges our customers have been facing:
INCONVENIENCES:
Purchasing Without Trying On –
Shopping online can be difficult as it is, but especially for eyewear. Glasses are a specific thing
that people want to be able to try on and get a feel for them. After discovering the complaints
from the customer service department, it is alarming to see many customers relating to the same
issues. It is inconvenient for them to purchase online because of many reasons. First, how they
fit, the frame and style. Glasses can look a certain way on a website and then have a different
outcome once it is worn physically. This is leaving customers unhappy and leaning them to want
to go in store to purchase eyewear. However, due to the economic crisis and global pandemic
many businesses have been shut down. It is imperative that we make it convenient for online
shoppers to purchase the perfect pair of glasses.
Sales & Returns –
Along with not having the opportunity to try on different frames, styles and fits it is also an
inconvenience for customers having to deal with returns. Customers find dissatisfaction in
purchasing eyewear hoping for the best and then when it doesn’t fit right, or the style does not
appeal to them, they have to deal with the returning and shipping process. This can be extremely
inconvenient especially if they are having to invest more in their purchase just to be able to try
on a few options, and then deal with returning the ones that did not work.
The Experience –
Shopping in stores can be much more convenient for those who want a full experience and get
the most out of their purchase. Shopping in store also offers a personalized service that includes
help from employees, having your eyes checked on the spot to assure the best type of lens or
prescription and being able to try on many different styles and frames. Another reason why
stores make more revenue than E commerce is because of the instant gratification that the
customer receives from walking in and walking out with a new product. This is where we must
change the game. Because of the global pandemic, we must provide our customers with a new
shopping experience online, and make it even more convenient for them to buy eyewear in the
comfort of their own homes.
SOLUTION:
Home Try-On: Making Online Shopping Even Better Than In-Store Shopping
Given that our customers have found much discomfort with their shopping experience,
this Home Try-On solution is a great way to make their experience even easier and
convenient. It would be a simple adjustment to the website to incorporate a Home Try-On
section in which our customers have the chance to order five pairs of frames, keep them
for five days at no costs, then decide which pair they would like to order. This proposal is
highly recommended in order to address customer needs and create a trusted service
which will increase online sales and revenue. Especially in dire times like these, it is
important that we enhance our customers’ experience. By remarketing ourselves to have a
high quality online service and giving our customers a reason to continue their shopping
experience with us, we will be able to generate more revenue from existing customers as
well as advertise our new and improved Home Try-On service to new customers.
PROS:
– Our customers will be able to shop conveniently by choosing up to five different
glasses/sunglasses from our online store. They can keep the frames up to five days
with no cost and experiment with them to pick the one they like the best. They can
choose from any style, fit and color.
– After choosing the five options in their cart, they must provide a credit card on file
for liability purposes, however their card will not be charged until the five day
period is over, if they choose to keep any. If they wish to return all five, within the
five day period, with no damages to the frames they will not be charged. This
gives our customers options!
– An in chat customer service experience is highly recommended for this process to
work effectively. We will have a 24 hour live chat service where they can
communicate with a representative their wants and needs. If an eye examination is
required, there will be an option to receive a redness check and vision test to
determine the best frame for the customer as well as submit their prescription.
– Due to COVID-19, the benefit of shopping online will allow a contactless safer
way of shopping.
CONS:
– There may be issues with customers returning within the five day period causing
our company to charge them for the five frames.
– An online representative service will need to be put in place potentially requiring
more employees to work online.
– Having to fix repairs or adjustments may be a challenge
– Shipping surcharge
RECOMMENDATION:
The Home Try-On solution comes with many benefits that will increase customer
satisfaction and increase in online sales. With the new way of life where everything has
turned virtual, it is important we move with the pace of the world. We must improve our
online service in order to provide an experience that keeps our customers comfortable. If
we attain this goal to improve our customers satisfaction simultaneously generating
revenue and increasing sales, we will create a positive reputation for customers to
continue shopping with us.
Please let me know when is the best time for you to set up a meeting where we can
discuss further implementations and recommendations, and any questions or concerns for
the Home Try-On service.
AL
Executive office
To: David Gilboa
From: Johanna Carbajal
Date: November 7th, 2020
Subject: Idea for enhancing our customers’ online shopping experience
Upon reviewing our customers’ responses discussed in last week’s monthly meeting. I
have reviewed our quarterly surveys sent out to customers regarding their experience on
their first purchase with us. About 40% of them were satisfactory; the other 60% was
unsatisfactory regarding our Home Try-on service. I have been contemplating about
potential solutions regarding the concerns that our customers expressed and their fear of
product exchange/return. My goal is to propose a solution as a response to our
customers’ concerns by standing by our mission in providing them with higher quality
and better looking prescription eyewear at a fraction of a price without having to worry
about returns or an unsatisfactory experience because the process will be as seamless as
possible and will not compromise their pockets.
Customer Concerns
Exactly 60% of our customer database have expressed their concerns on the process of
getting the right fit and the right price for what they are looking for. Their concern
about making a big investment and having their card on file and not being able to get
their money back is an issue that must be addressed by all means. Since we offer
prescription glasses, they want to make sure that every frame returned will not be a
charge to them, even though these are customized.
Relating to the process: Most of the concerns lies in the number of days they
get after the first 5 days once they have returned the frames. In addition to that,
customers fear of not getting their money back from frames they don’t want.
Relating to fit and prescription: Even though customers were given 5 frames
and 5 days to come to a decision on the fit of the frames, most of them complain
on the fit, arguing that they feel more comfortable making the purchase in store
in the presence of a store member. It is completely understandable that some
customers want to get one on one recommendations in store rather than doing it
themselves.
Relating prescription glasses and returns: Since prescription glasses are often
expensive, customers expressed concern on returning the glasses once they have
received them and made a decision. Even though they know that return labels
are prepaid, our customer service representatives are often asked for an
immediate return of money.
Solution
Home Try-On: Making online shopping even better than in store shopping
Now more than ever before, all of our clientele is taking advantage of our Home
Try-On service. In each package we will further explain how easy the process of
choosing a frame has become at the comfort of their home. Gaining the
customers’ trust is crucial when it comes to the safe delivery of the products and
the protocol which should follow CDC guidelines during this time. Customers
need to rest assured that all products have been previously sanitized and are safe
to try on.
Virtually trying on eyewear
Virtually trying on glasses will allow customers to use facial software with 3D
features. This is a great tool which lets every customer see how big certain
frames look in reference facial symmetry. This will also reduce the time
customers usually spend shopping in store.
Returns and exchanges
Prescription glasses are thought to not be eligible for a return, however Warby
Parker’s mission guarantees their customers a positive experience in finding the
frames they feel comfortable in. All returns and exchanges will be processed
immediately. Customers will have as long as 14 days upon receiving their
receipt to decide whether or not they are satisfied with their prescription glasses.
Customers need to be informed multiple times before and on the day they
receive their frames that in case they are not satisfied with the eyewear, we will
not hold any commitment for the purchase which means the money shall be
returned in the form of a full refund or optional store credit.
Social Media Awareness
An important aspect of trusting a brand and expanding our reputation is through
the number of people who leave a comment/review on social media. Our
marketing team should emphasize social media awareness of our products by
including young children as well as elderly who think that our Home Try-On
service work better at home than in store. By having this difference of age, we
will create a gap and emphasis on the people who can potentially attract more
customers.
Further Recommendations
During the pandemic, Warby Parker has received numerous emails regarding concern of
returns and product exchange times. Many of our retail stores were closed down and our
innovation had to come in handy in order to keep our customers happy. During these
times, it is crucial that we keep boosting our online sales by making the process of
obtaining eyewear simple and the least expensive to retain our customers and attract
new ones. By doing this, we will be able to alleviate the loss of revenue from the last 3
quarters as the result of the pandemic. Customers are starting to understand that buying
glasses online is the new norm and that there is nothing to fear as we stand for their
absolute benefit throughout the process. Our promise and way to give back to society in
these difficult times is reflected in Buy a Pair, Give a Pair which is needed to come
back. In conclusion, customers can be encouraged to buy online for their benefit as well
as other visually impaired people’s benefit. With our new features as discussed
previously we will not only attract undecisive customers, but create social awareness
via social media platforms.
Launching process
Marketing plan is crucial when it comes to launching a new product. Having a
marketing team dedicated to posting our promotions and encouraging customers to
share how easy shopping online has become is a determinant factor for our company.
Our goal is to make sure online shopping becomes even easier than in store shopping.
As we are entering the fourth quarter of the year, when most of the sales are made, it is
crucial to implement all of our resources in social media platforms as soon as possible.
The next wave of surveys will be sent to us for review in 6 weeks as we approach the
end of the yar.
Can we discuss this launching process as soon as next week? I would also love to hear
from our web design team on their thoughts about this year’s holiday season.
JCH