Floramedia Portal. e-ordering webshop Request for Proposal. Date: 25 September 2015 Version: 1.0

Floramedia Portal e-Ordering webshop Request for Proposal Date: Version: Status: 25 September 2015 1.0 Final 1. Introduction Floramedia Floramedia...
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Floramedia Portal e-Ordering webshop Request for Proposal

Date: Version: Status:

25 September 2015 1.0 Final

1. Introduction Floramedia Floramedia is from origin a printing house and is transforming in the last years to a marketing & communication company with the focus on helping its customers in selling plants. This happens through the 9 European Floramedia offices and with 12 worldwide partners. Floramedia offers a wide range of products and solutions to help customers with selling their plants. These solutions consist of online products and offline products or a combination of both. Some examples of offline products are printed labels, stock labels, packaging and promotion materials. Examples of online products are QR codes with related product pages, photography, content videos and images 1.1 Vision and strategy The transformation takes time on both sides, the plants business is preservative and customers are slowly moving towards online concepts. On the other side a company as Floramedia with roots in printed products is not transformed overnight. To have focus on new business and product leadership, Floramedia has introduced a split in strategy. This applies that all commodities are served by an operational excellence program and do not disturb the day-to-day processes. The operational excellence program is called ‘FM Portal’ and is a self-serving channel for customers. The FM portal will consist of multiple elements like e-Ordering, Printing on Demand, and Online Proofing. The first element to be implemented on the FM Portal is eOrdering. For the e-Ordering element Floramedia has decided to use Magento. The choice for Magento is not only because of its market leader position but mainly the possibilities and connectivity to online editing and printing on demand components, which are the future steps. This document describes the functionalities and requirements for the Magento webshop. The implementation and scope needs to be in line with operation excellence and therefore lean and mean. Floramedia defined four general indicators to keep focus on operational excellence: • • • •

Business case: Each project needs to have a commercial business case in which the wins for Floramedia are described. ROI (return on investment): the total cost for building each element is not more than the margin it delivers. TCO (total cost of ownership): the elements are setup lean and mean, so that operational simplicity results in minimal manual effort. Loosely coupled: the Floramedia architectural landscape is rapidly changing and so does the outside world, therefore each element should be loosely coupled and easy to be shutdown or replaced.

2. Webshop introduction Within Europe there are big difference in customers and the products they require. Floramedia has 9 European offices for serving and supporting these different types of customers. Currently the majority of these offices have their own order site or webshop. In line with operational excellence Floramedia wants to have one “standard” Magento webshop, which is used, in all European offices. This means standardization on technology and customization on themes and products. To simplify the complexity of the product landscape the first version of the “standard” webshop contains only stock labels. Stock labels are standard labels with a photo and information about a specific plant. All these labels are produced and stocked (with UK exception) in the Dutch headquarter.

The stock labels are mainly used and bought by growers and gardeners that in the majority of the cases know which products they need. Therefore the functionalities, which are used in retail webshops, like comparing and cross-selling are of less importance. The stock label webshop should convert, generate upsell and create returning customers. The “standard” Magento webshop will have the same functionalities for all countries; additional functionalities or components are applied to all countries. This way the standard stays the standard and there are not 9 different Magento versions.

The first country where the new standard webshop is implemented is the UK. This because Floramedia UK is using Magento for their webshop and has experience. The sequence of the other country implementations is determined at a later stage. 2.1 Floramedia webshop landscape The applications and systems related to the webshop are PIM, Exact Synergy and Exact Globe. • PIM is a custom build application in FileMaker and provides all plant/product information including the product images • Exact Synergy is the CRM application storing all customer information • Exact Globe is the ERP application storing the financing information As with the current webshops, there is also a great diversity in the versions of the application per country. To simplify and keep the webshop loosely coupled the following setup is defined:

All product information comes from PIM. The customer information is added to Synergy, which is connected to Globe. The main challenge for the connections is related to Globe and Magento. Different versions of Globe with different configuration can complicate the connection with Magento. There are several options where to store and maintain the price, stock levels, price list and order flow. Each option contains pro’s and con’s Floramedia is interested in the most optimal and operational excellence focussed connection.

3. Scope webshop The first version of the webshop focuses on stock label products and is after implementation in the UK, rolled out in all other countries. During the roll out additional standard stock products are added to the assortment. An important commercial aspect of the webshop is to: • Attract new customers, • Convert visitors in ordering, • Generate upsell, • Create returning customers This is partially done by selling mechanisms and SEO, for this Floramedia relies on expertise of the supplier. 3.1 Design The complete webshop needs to be responsive for the majority of tablets and mobile phones. The look and feel needs to be in line with the Floramedia brand book and have a professional design. The arrangement of the screens is defined during the sprints. The screens have a basic setup of header, footer, main part and a sidebar. 3.2 Functionalities To keep the Cost of Ownership low Floramedia wants to use as much standard functionality as possible and minimize customization on functionality Product detail page Breadcrumb Product name Product sub-name (botanical name) Product images (multiple images) Image zoom (pop up full size) Item code (sku) Product description Product details (series, size, format, amount per type, colour) Stock level Price (per type = multiple prices) Price type (per each, per bundle or per box) Discount Price (when applicable) Amount to order Add to basket (with confirmation) Add to favourites (with confirmation) Label/stamp (icon for discount product or theme product) (optional) Related product (based on low stock level + botanical name) Category page Breadcrumb A-Z listing (filtering) Filter on Product details (series, size, format, colour) Sort as list or grid Sort by (botanical name, sku, price, size) Per product item: Product image Product name Product size Item code (sku) Stock level Amount to order Price type (per each, per bundle or per box) Price (per type = multiple prices) Discount Price (when applicable)

Add to Basket (with confirmation) Add to favourites (with confirmation) Pagination (Item per page, page numbers, show per page) Basket page Per product item: Product image (small) Product name Item code (sku) Stock level Amount to order Price type (per each, per bundle or per box) Price (per type) Sub total (amount * price) Add to favourites Remove Add to favourites Delivery costs Coupon code field Check out Payment method (below 500 euro direct payment, above on account, no credit check needed) Continue shopping Quick Order page Field for Item code (sku) (optional auto fill) Select price type (per each, per bundle or per box) Amount to order Sub total (amount * price) Button add to Basket (all together with confirmation) Icon to preview product image (optional) My Favourites page Per product item: Product image Product name Product size Product sku Products on stock Amount to order Price type (per each, per bundle or per box) Price (multiple prices) Discount Price (optional) Add to Basket (with confirmation) Remove My Account page Account information Address book My favourites Order status Order history Invoice overview Other functionalities Search field (on each page all the time, full search options) Create new account (including flow of email confirmation) Email reminders (e.g. filled basket not checked out) Contact form

Creating/managing the coupon codes Automatically creating coupon codes reaching level of turnover or period of inactive (optional) Info pages (delivery, cookies, disclaimer)

3.3 Non-functional Performance • Each webshop should allow for at least 500 visitors per hour • My favourites should allow for at least 100 products stored Comply ability • Each webshop must abide 100% by European cookie law Security • The websites should be secure enough to withstand penetration attacks from knowledgeable hackers. Even if an unauthorized visitor gains access, customer data should not be reachable (i.e. customer data should be protected in such a way that no unauthorized one should be able to gain access to it). • The website source code should not be changeable by any visitor. Maintainability • Magento updates must be installable without any development or change budget • Short time to market for additions and changes to the product portfolio. • Real time changes to all content should be possible by authorized users • High customizability. The websites should use components (pages, forms, …) which can dynamically be turned on/off by authorized users Browser • Each webshop must work under the operational supported browsers (Chrome, Firefox, Internet Explorer and Safari). If any browser is not supported, mention which and why in the proposal. 3.4 Connectivity The webshop requires 3 connections with other applications and systems. • Connection Magento – Synergy: The current UK Magento webshop has a good working connection with Synergy that most probably can be reused. • Connection Magento – Globe: please elaborate how this connection needs to look like • Connection PIM – Magento: This connection provides daily or half daily an update to Magento for all product information

4. Planning As described in the previous chapters Floramedia has a high level view on the webshop requirements. Therefore to bring the webshop to a success a supplier, which can advice and support Floramedia, is preferred. The advice is needed on multiple areas from Connectivity, SEO, analytics, selling mechanisms to design and screen arrangements. In December/January the peak season for stock labels starts, which is the deadline to be live with the new webshop. Week 39

Request for Proposal document is provided

Week 40

Any questions need be send before Friday 2 October (by email to [email protected])

Week 41

Deadline delivering answer RfP is Friday 9 October 18.00h (by email to [email protected])

Week 42/43

Decision Floramedia supplier selection

Week 43/44

Fine-tuning and contract finalisation

Week 45

Start development webshop

5. Request for Proposal questions Organization 1.1 Provide an overview of your office locations, specified for the Europe and the rest of the world. 1.2 What is the location of the office(s) that would manage our relationship? 1.3 What is the total number of developers in your firm, subdivided by technology, programming language and geography? 1.4 What is the growth rate of your organisation, how many people did you hire in the last 5 years? Experience and client base 2.1 What is the total number of clients serviced by your firm, subdivided by types of clients, services provided, and geography? Please provide the names of your clients who are classified as similar to Floramedia’s business model. 2.2 Please provide reference cases, with the name and asset size, of three existing clients. 2.3 Please outline your long-term commitment to the Magento business, for instance by summarizing your business plans for the next 3 years. 2.4 Why should we choose your company as our Magento implementation partner? 2.5 Do you have experience with connections between Magento, PIM (FileMaker) and Globe (Exact)? Please elaborate the approach, your experience, custom build or standard. 2.6 Do you have experience with Search Engine Optimisation in combination with Magento? Please provide examples and a client example, which can be used to verify.

2.7 Do you have experience with selling mechanisms in combination with Magento? Please provide examples and a client example, what was the result in order improvement? 2.8 Do you have experience with concepts like ‘Printing on Demand’ and ‘Online Proofing’? Please elaborate. Project approach 3.1 Please describe in detail your project approach and methodology 3.2 What is in your opinion the perfect team layout; which roles, seniority, etc. 3.3 How long do you think that it takes to assemble a team and when the team start? 3.4 What are the estimated timelines you expect to implement the first webshop? 3.5 What are the timelines for implementing the subsequent webshops? 3.6 What do you expect from Floramedia regarding resource commitment? 3.7 What do you expect from Floramedia from a technical point of view; e.g. physical connections, systems, etc.? 3.8 What Magento Edition/Version (Enterprise, Community, Magento 2.0) do you advice Floramedia to use for the implementations? Please elaborate. Financial information 4.1 Please provide a complete overview of your fee structure. 4.2 What is the price estimation for the first webshop (with the scope as currently defined, if assumptions are needed please add them) Please specify in three categories: • Online marketing (Design, Responsive, SEO, sell mechanisms) • Magento implementation • Connectivity (Globe, PIM and Synergy) 4.3 What is your preferred offering for the first webshop, for instance fixed, function points, Time&Material? 4.4 What is the price estimation for the subsequent webshops? Please specify in three categories: • Online marketing (Design, Responsive, SEO, sell mechanisms) • Magento implementation • Connectivity (Globe, PIM and Synergy) Support & Maintenance 5.1 Do you expect to work with a Service Level Agreement? If so, could you send us a copy? 5.2 What is your normal procedure on maintenance and support? 5.3 What are the costs for maintenance and support? 5.4 Are you working with code versioning for future updates and extension of the webshop? Please elaborate.