Thinking It Through
Thinking It Through A practical guide for planning a successful Web site, for publishing, marketing, and new media professionals By Informing Arts For Apple Computer, Inc. Publishing & New Media Markets Group Thinking It Through 1 Copyright © 1996 Apple Computer, Inc. and Informing Arts. Apple, AppleTalk, HyperCard, Macintosh, Newton, OpenDoc, PlainTalk, and QuickTime are registered trademarks, and AppleScript, Cyberdog, Live Objects, Mac OS, QuickDraw, and Pippin are trademarks of Apple Computer, Inc. All other brand names mentioned are registered trademarks or trademarks of their respective holders, and are hereby acknowledged. 2 Thinking It Through SiteContents Map What is the Internet? What is the Web? How will a Web site -7- serve your business? Define your business objectives. How will you pay for it? Develop budget and cost justification. How much will it cost? Identify resource requirements and Why do it? Who will do what? assign accountability. Business analysis and planning What’s the worst that can happen, Assess and minimize risk. -17- and how can you prevent it? Whom do you want to reach? Profile your target audience/market Why might they come? segments. Based on your business objectives, what action do you For whom? State your desired outcome. want your visitors to take? Audience/market analysis How will you serve and inspire Profile your assumptions about their -29- your audience most effectively? communication and learning preferences. Within what technical constraints must you implement your Web site? Profile their viewing environment. Thinking It Through A practical guide for planning What content will you provide Develop a content inventory. a successful Web site, for on your Web site? publishing, marketing, and new media professionals What should your How will your Web site be Web site be and do? structured? How will people find Draw a site map.
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