1) Situation Analysis

a) Legal/political environment
The music industry is under heavy inspection dealing with mp3 audio.  While this format is breaking open new doors for independent bands, it is also redefining what goes on the Internet.  Copyrighted material in both music and paraphernalia from art used on t-shirts and CD covers to paying royalties to the writers is playing a role in what bands can and cannot do these days.

b) Technological changes
Again, mp3 audio comes into focus.  Bands wishing to distribute their material can do so globally by using this format.  Increasing speed through bandwidth and technology will make the large mp3 files more convenient and sought after.  The increasing awareness of ecommerce provides a global platform for distribution of paraphernalia.

c) User trends
More and more users are getting connected to the Internet due to music and band related activities.  Online concerts and free music samples or entire tracks are available.  Music television is becoming web interactive, causing children of all ages to use the Internet.  Concert tickets and band paraphernalia rarities are being sold via the Internet at an alarming rate.

d) Economic trends
Inexpensive or even free Internet access is available, and computer prices are falling dramatically.  This allows more people to get connected to the Internet every single day.

e) Competitive analysis
Athens is known for its local business strength.  Currently, there are no Athens local music vendors.  A few stores sell CDs on consignment, and individual bands will sell their merchandise at shows, but as of now there is no one-stop-shop for Athens band merchandise.  Also, there is a strong online music scene, but this scene is mainly nonprofit and they do not sell merchandise.

f) SWOT Analysis

Strengths
Aria will develop a sense of community for both artists and their fans.  Artists will be given web space and control over what is sold and for how much.  The opportunity to develop a fan community will be tremendous through mailings and promotions.

Weaknesses
Athens is technologically lacking in parts due to the Appalachian location.

Opportunities
There are no local online sites that sell local music paraphernalia.  Ohio University’s presence in the city provides an excellent client base.

Threats
Bands can sell directly from their website; however, most do not of the means necessary to handle online ordering, such as credit card validation.

2) Identify target stakeholders: Anyone who enjoys live and local music.  This ranges from college fraternities supporting their favorite bands, to locals supporting their favorites.

3) Set Objectives

a) Increase awareness of the site by: listing the site with search engines, linking to related site, posting flyers throughout town, advertising in local paper, advertising and developing a presence at local music venues.

b) Increase interest in checking out the site by: passing out free stickers, with site basics and web address, on the street and at local music venues.

c) Providing added value to the experience of going to the site by: offering more than just merchandise, such as the artist communities, information on bands, and a listing of upcoming show dates.

d) Increase advertising on site and specialize advertisements based on what band/area of the site the user is viewing.

e) Increase number and variety of artists selling via Aria.

4) Design Marketing-Mix Strategies

a) Cognitive and attitude objectives:
Links on Related Sites: Registering the site with search engines as well as using page titles and Meta tags will ensure the site is noted on the Internet.  Linking to the Athens Musician Network and to the bands listed on Aria will provide an inflow of interested prospective customers.

Relationship Building: By creating the artist communities, strong relationships can be built with both the artists and the artist’s fans.  By providing the means necessary to the artists to create an environment to sell their merchandise, the artists themselves will be responsible for a majority of the advertising and construction of a client base, which will only spread more through word of mouth.

Listed on the site will be the information artists aspiring to sell their merchandise through Aria.  Since this is a consignment deal, a submitting form will be made available online for the future Aria artists to complete.

Sales promotions, Incentives: The majority of the promotions will be decided by the individual artists.  However, suggestions will be made such as including a free sticker with a t-shirt purchase.  Free shipping may be given if the price totals up to a certain amount.

Branding and Image Building: The site is rather simplistic while containing a bit of catchy flash.  Pleasing color combinations mixed with intriguing graphics give the site a fresh look that will set it apart from other sites.  Ease of navigation is achieved by a bar running across every screen letting the user see where they have come from.  Consistency is achieved throughout the site by having a similar page layout and by showing the Aria logo at the top right of every screen; this logo links back to the main page.

Advertising Sales: Right now advertisements are displayed on the main page to a few different businesses.  Future advertisements will be placed on other pages; these advertisements will be specialized based on page content.

b) Transactive behavior goals:
When an artist submits their merchandise for sales over they set a price for each item to be sold.  Then the artist delivers the merchandise to Aria for inventory.  Aria then adds on a consignment fee to the items, and gives the items 90 days to clear inventory.  At the end of the 90 days, the artist will be re-evaluated based on certain criteria and the merchandise will be dealt with accordingly.

Other services offered will be the artist communities, the artist information, and the upcoming show listings.

c) Internal efficiencies:
Since there is no brick and mortar store for Aria, there are no internal efficiencies to be improved upon.  However, the entire ordering and distribution process will be more efficient and less costly than the traditional sales method.

5) Action Plan:

a) Project Scope: Since the site will grow as more artists sign up for the service and contribute the part of the site via the artist community, the initial scope is small consisting of a few artists and services.

b) Site Development: The site will be developed by both the Aria staff and by the artists themselves.  Since what Aria is selling the opportunity, then the artists will generate the main substance of the site.  The Aria staff development responsibilities will be tech support and creating the tools to empower the artists to create their share.

c) Site Maintenance: Once again, the artists themselves will maintain the site content.  However, the actual display and generation of all site material will be placed on the maintenance of the Aria staff.

6) Budget:

a) Revenue Streams: The main source of revenue will be through the consignment fee of online sales of the artist merchandise.  The bigger the site grows both in more artist merchandise and more artists, then the more revenue inflow.  Advertisements will bring in additional revenue.

b) Costs: Current costs are only that of the web space and the designer’s time and effort.

7) Evaluation:
Evaluation of the site will be done a number of ways.  First, when an order is completed, the customer will be prompted to fill out an evaluation survey on the site and the ordering experience.  This survey will include questions about site design, individual artist pages, and future recommendations of features.  Second, the artists themselves will have the opportunity to make suggestions for changes in the site.  Third, the developer(s) will continuously update and maintain the site based on the feedback and individual suggestions.