E commerce Programming

FINAL REPORT ON: PITZ BAKEWARE
COURSE: MSC 452 (SEC 1) – E-COMMERECE PROGRAMMING
PURPOSE: PROJECT REPROT
Submitted To:
SYED MAHMUDUR RAHMAN
LECTURER, BRAC Business School
syed.mahmud@bracu.ac.bd
Submitted By:
GROUP NUMBER: 05
Group Name: Girl’s power
Group Members BU ID Email
AfsaryAdibaPriyanka 12204079 afsary.adiba@gmail.com
Ishita Das 12204094 das_ishita@ymail.com
SyedaJannatusSalwa 12104199 zehan099@yahoo.com
TasnimTarannum 12204046 tasnimtarannum21@yahoo.com
Submission date: 29th
July, 2015

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Letter of Transmittal
29th
July 2015
Syed MahmudurRahman
Lecturer
BRAC Business School (BBS)
BRAC University
Subject: Submission of Project Report
Dear Sir,
We would like to take this opportunity to thank you for the support and help you have
provided us during the course of this Final Report on PITZ Bakeware. Without your
guidance, this paper would have been impossible to complete.
For this term paper, we provided most relevant information regarding our website to make
this report as analytical and reliable as possible. We have given our best effort to achieve the
objectives of the term paper and hope that our endeavor will serve the purpose. The practical
knowledge gathered during this term paper preparation will immeasurably help us in our
future professional life. We request you to excuse us for any mistake that may occur in the
report despite of our best effort.
We would really appreciate if you enlighten us with your thoughts and views regarding the
term paper. Also, if you wish to enquire about an aspect of our report, we would gladly
answer your queries.
Thank you again for your support and patience.
Team members
Tasnim Tarannum
Syeda Jannatus Salwa
Afsary Adiba Priyanka
Ishita Das

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Executive Summary
PITZ Bakeware is a commercial website, developed during our course E-Commerce
Programming. Through this website we are selling baking tools and accessories of different
types to bakers and to people who love to bake living in Dhaka, Bangladesh.
In this report we have discussed in details about how we have developed ‘PITZ Bakeware’
using various tools and techniques of e-commerce programming. We have identified in the
first section the industry in which we are operating and its stage of lifecycle along with a
thorough analysis of Porter’s five forces model. Recent trend in this baking equipment
industry has also been explored and a brief overview of our business has been given here.
In second part of the first section we have studied the strengths and weaknesses of our key
competitors and justified the business and revenue model using flow diagrams and figures.
The third part of the term paper focuses on the complete content management system of our
web page and the themes, plugins we have used to make it a complete commercial website.
Limitations of different types such as time, scope, resource integration that our business will
face have been narrated in section 4 while the steps to make the budget work and to protect
the brand value have been described in particular under section 5. The analysis of E-
environment and our human resource requirements have also been shown in this paper.

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Table of Content
1. Introduction:.................................................................................................................................. 6
2. E-Business Overview..................................................................................................................... 7
Business Description ..................................................................................................................... 7
Organization and Management ...................................................................................................... 7
Company goals and objectives....................................................................................................... 7
Products and service...................................................................................................................... 7
Potential Customers....................................................................................................................... 7
Stage of life cycle.......................................................................................................................... 8
Recent trend in the industry ........................................................................................................... 9
Porters Five forces model .............................................................................................................. 9
Identify Key Competitor.............................................................................................................. 10
SWOT Analysis........................................................................................................................... 11
Business Model ........................................................................................................................... 12
Process Flow ............................................................................................................................... 14
Revenue model............................................................................................................................ 15
3. Website Development.................................................................................................................. 16
3.1: CMS and Plugin integration.................................................................................................. 16
CMS........................................................................................................................................ 16
Plugins .................................................................................................................................... 17
Theme Used ............................................................................................................................ 23
3.2. Content Management................................................................................................................ 26
Importance of content.................................................................................................................. 26
SEO ............................................................................................................................................ 26
Meta Title and Description....................................................................................................... 27
4. Future Plan.................................................................................................................................. 35
1. Making Business Plan.......................................................................................................... 35
2. Preparing Project Charter..................................................................................................... 36
3. Product selection, sourcing and pricing ................................................................................ 36
4. Web Development and Budgeting........................................................................................ 37
5. HR Recruitment................................................................................................................... 39
6. e-Environment ..................................................................................................................... 39

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7. Brand Protection.................................................................................................................. 40
5. Limitations .................................................................................................................................. 41
6. Conclusion .................................................................................................................................. 42
7. References................................................................................................................................... 43
8. Appendix..................................................................................................................................... 45
Table of Figures
Figure 1 Stages of Business Lifecycle ................................................................................... 8
Figure 2Porter’s Five Forces Model ...................................................................................... 9
Figure 3 SWOT Analysis .................................................................................................... 11
Figure 4 Business Model..................................................................................................... 12
Figure 5 Process Flow......................................................................................................... 14
Figure 6 Revenue Formula .................................................................................................. 15
Figure 7:WooCommerce Compare Products LITE .............................................................. 18
Figure 8: WooCommerce Dynamic Gallery......................................................................... 18
Figure 9: WooCommerce Email Inquiry & Cart Options LITE............................................ 19
Figure 10 WooCommerce Product Slider ............................................................................ 19
Figure 11: WP Customer Reviews....................................................................................... 20
Figure 12: Meta Slider in PITZ Bakeware Site .................................................................... 21
Figure 13: Contact Form 7 in PITZ Bakeware Site.............................................................. 21
Figure 14: Social Media Widget.......................................................................................... 22
Figure 15: Header Section PITZ Bakeware.......................................................................... 23
Figure 16: Footer Section of PITZ Bakeware ...................................................................... 24
Figure 17: Siderbar of PITZ Bakeware................................................................................ 24
Figure 18: Top bar Menu Section........................................................................................ 25
Figure 19: screenshot of meta title and description for Home page ...................................... 28
Figure 20: screenshot of meta title and description for About us Page ................................. 28
Figure 21: screenshot of meta title and description for Contact Us page .............................. 29
Figure 22: screenshot of the meta title and description for Silicon Baking mould rose......... 30
Figure 23: screenshot of meta title and description for Baking moulds with six cavities....... 31
Figure 24: screenshot of meta title and description for Parchment paper.............................. 32
Figure 25: screenshot of meta title and description for Silicone Pastry Brush....................... 32
Figure 26: screenshot of meta title and description for Stand Mixer..................................... 33
Figure 27 Domain Available in GoDaddy Figure 28 Domain Available in Dhaka Web Host
LTD.................................................................................................................................... 37
Figure 29 Domain Registration Fee for two years in Dhaka Web Host LTD........................ 37
Figure 30 Domain Registration Fee for two years in GoDaddy............................................ 37
Figure 31 Packages of Dhaka Web Host.............................................................................. 38
Figure 32 Packages of GoDaddy ......................................................................................... 38

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1. Introduction:
Making a proper e-commerce website is not a piece of cake. For any business, opening up an
E-commerce store is an important aspect. Everything from buying the domain name to
creating, launching and maintaining the website should be done carefully since the whole
business depends on it. In case of pure play organizations, the website is heart of the entire
business where all transactions and interactions with customers are taking place. Continuous
improvement and monitoring is needed to make it efficient and effective enough for
attracting customers and retaining them while expanding the business and reaping sufficient
profits
As we gained experience and practical knowledge while learning different e-commerce
programming techniques, step by step we progressed in initiating and improving it by adding
necessary tools to make it wonderful commercial website. Since this type of business is not
often conducted and we initiators have a soft corner for baking, we came up with such idea.
We believe that this report will be extremely helpful in guiding new entrepreneurs to build
and properly maintain their E-commerce website to conduct their business successfully.

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2. E-Business Overview
Business Description
PITZ Bakeware is an online store for selling baking tools. Through the website people can
order product and get home delivery. By creating a site, the owners have ensured that people
all over Dhaka, Bangladesh can buy the materials necessary for baking through online at an
affordable price and continue their culinary journey smoothly.
Organization and Management
Owner of the business will manage and organize the business. In the first stage, they will do
most of the work needed for the business by them. Employees will be appointed for product
delivery.
Company goals and objectives
Our goal is to become a popular online store in Bangladesh and achieving customers trust.
For reaching this goal our objective will be to give quality product and service to the
customers.
Products and service
PITZ Bakeware will sell baking tools. Our product categories are:
o Baking essentials
o Cake decorating tools and accessories
o Cake tins and moulds
o Electronics for baking
Potential Customers
We will market the product to our target market i.e, Professional Bakers, Housewives,
Customers who bake and mostly importantly culinary students who need baking tools.

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Stage of life cycle
Figure 1 Stages of Business Lifecycle
PITZ Bakeware is in its startup stage of its business cycle. Startup stage is the stage where a
business decides that the business idea is worth and it is done with developing the products or
service that the business will offer and will begin, marketing and selling. This is the birth of
the business where profit is negative. In this stage, both external and internal factors can
have a great effect on the future of the business. The idea is to get the business onto a stable
foundation of profitable sales and a consistent cash flow. Detailed planning during this stage
can greatly increase the chance of success and PITZ Bakeware if focusing on that. PITZ is
adjusting its business model to ensure profitability; if it can adjust its business model then it
will be able to set the business in right track.
Challenges the business will face in this stage –
o Managing cash reserve
o Managing sales expectation
o Accounting management
o Establishing customer base
o Establishing market presence

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Recent trend in the industry
One dominant trend in retail industry is of course majority of the brands are clothing focused.
Retail has a good future in Bangladesh. However, it is proved now that retail business will
remain dominant. Besides online retail, business is also in a good position.
Porters Five forces model
Figure 2Porter’s Five Forces Model
Supplier power
PITZ Bakeware will supply their products from offline store, which sell baking tools, for
example-New market, chowkbazar. Here we assess how easy it is for suppliers to drive up
prices. This is driven by the number of suppliers of each key input, the uniqueness of
product. Supplier power is low in this business as there are suppliers available in the market,
As a result if any suppliers ask for higher price there will be chance for changing suppliers.
Buyer power
This is driven by the importance of each individual buyer to one’s business the cost to them
of switching from one’s product and service to those of someone else and so on. As there is
less online store selling baking tools so buyers have less chance for switching. They might go
to offline stores in the market but it will be time consuming for them.
Competitive rivalry
What is important here is the number and capability of the competitors. If there is many
competitors and they offer equal products and services then there will less power in the
business. PITZ Bakeware is an online store selling only baking tools and no other online

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store is doing that. Therefore, competition level is low. Because if no one else can do what
the business do then the business can have tremendous strength in the market.
Threat of substitute
This is affected by the ability of customers to find a different way of doing what a business
do. There is less chance of substitute products. Baking tools are necessary for baking.
Threat of new entry
Power is also affected by the ability of people to enter the markst. There is a chance of new
entry as starting online business become easy. Even with open a Facebook page people can
sale products and rum business.
Identify Key Competitor
The key competitors for our industry are:
 Kaymu.com: Kaymu sells all products they do not have any categorized product so it
is an advantage for us. Moreover, they do not offer necessary baking equipments
which we offer in our website.
Research for competitor’s data on product or service details:
For purchasing products at first we need to find our desired product and then step two; new
customers need to open an account. If they are existing customer they need to confirm their
purchase and then select the payment method, delivery method and then validate and
confirm.
Preparing competitive conclusions:
Our competitive advantage is we have categorized products. To work out our business better
than the competition we can be precise and accurate regarding information and technology
and would be very sincere about the delivery of products. Moreover, Kaymu.com is not
efficient about delivering products to their customers many times their orders miss out and
excuses are like out of stock.

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SWOT Analysis
Figure 3 SWOT Analysis
Strengths:
Our strength is we are the one and only online store which provides categorized baking
equipments. We sell almost all types of necessary baking equipments.
Weakness:
Our main weakness is we do not have any experience in any of type of industry. Moreover,
we do not have sufficient amount of capital to run
Opportunities:
The opportunities we have are we do not charge overprice to our customers. However, we
charge lower price than our competitors.
Threats:
New entrants are a threat for any business, if any new potential competitors start their
operation it will be a big threat for our business.
Strengths Weakness
Oppurtunities Threats

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Business Model
Figure 4 Business Model
(Business model generation, 2010)
The business model has seven major stepswhich are really very influential because it
describes the rationale of how an organization delivers, creates and capture value.
Furthermore, business model constructions are part of creating business strategy:
Key Partners:
Initially we would be purchasing baking tools from New market and Chowk bazar and other
items which are not available in Bangladesh we would import from different countries as per
demand and necessity.
Key activities:
The activities we are involved in are; we sell products in retail price to our customers and we
deliver products to the doorstep of our valued customer and we also offer cash on delivery of
products.

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Key Resources:
Our resources which we initially belong is our delivery transport and our electronic
equipment’s to operate our e-business as like; laptops, modem etc.
Value Proposition:
The values we offer to our customers are nothing but very categorized baking tools which
other competitors do not offer they have many items but not categorized and which are only
few in numbers and necessary baking equipment’s are not available.
Customer Relationship:
We do maintain long-term relationship with our valued customers and we will also contact to
our valued customers if they do not make any transaction for a long time. Besides, we
maintain trustworthiness with our customer either be it payment issue or even customer
details regarding their card details, contact number etc.
Channels:
As our business is not well established we would be using various media or channels to
deliver the products to our customers. We will be using public transport, motorcycle and in
necessity for big orders we will be using rented delivery van.
Customer segment:
Segmenting customers are necessary to determine our average sales in a year. Our customer
segments are: Professional Bakers, Housewives, Customers who bake and mostly importantly
culinary students.

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Process Flow
The processing flow of our business is mentioned below through a flow diagram:
Figure 5 Process Flow
We need to buy the products from the wholesalers and then we need to identify the
purchasing cost and then we need to determine the selling price of the product including all
operating expenses and the percentage of profit we want earn from the sales. After that we
need to merchandise the order, we also need to look after the quality of products. If any
products are not up to the mark we will prepare Return Merchandise Authorization and return
the faulty products. Then we would store the products in our warehouse. After that we would
take pictures of the products and then post them on our website. When we receive order we
would deliver the products according to our customer’s reference and receive payments. Then
we would update the website and will be engaged in customer’s requirement fulfillment in
case of changing the product. However, the process flow will again follow the same
procedure.

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Revenue model
The revenue model is one of the important models necessary to generate revenue from our
online venture. The revenue model is a form through which money comes into the company
as like; risk and return.
However, revenue model do have a formula:
Suppose,
 The price of the product which is purchased from the suppliers/ wholesalers = X
 Delivery Charge = 5%
 Stock Price= 2%
 Operating expense= 8%
 Provision for Marketing= 5%
Therefore, the price which would be charged from our customers is as follows:
Figure 6 Revenue Formula
Suppose if the price of a particular product is 150 Taka which means X=150 then the amount
which would be charged on that particular product is 180 Tk.
By using sales techniques we would collect our initial revenue. Moreover, our annual growth
would be 25% every year.

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3. Website Development
3.1: CMS and Plugin integration
CMS
By mainly using wordpress.com we have been working in the back end of the site. The
reason behind using wordpress for CMS of our site was that it is user friendly, most used and
most popular than any other CMS sites (Usage of content management systems for websites,
2015).
We used two more plug-ins for our site as it is a commercial site to manage the content.
Woocommerce plugin is used to transform word press website into an online store. This
plugin comes with multiple widgets for the site. The list following widgets came by installing
the plug-in into our site-
 Woocommerce Product
 Woocommerce Product Category
 Woocommerce Cart
 Woo Compare Product
 Woocommerce Recent Reviews
 Woocommerce Layered Navigation
 Woocommerce Product Search
 Woocommerce Product Slider
 Woocommerce Product Tags
 Woocommerce Top Rated Products
 Woocommerce Price Filter
These widgets enable us to maintain the front end of the site. Being a commercial site PITZ
Bakeware needs to highlight its products categories and products. Woocommerce plugin
enables the site to maintain its commercial aspect though we did need to add more plugin
based on necessity which will be discussed in the later segment of this report.
Another plug-in used for managing the site is Storefront WooTheme. Being compatible with
the Woocommerce theme and suitable for a commercial website Storefront WooTheme is
used in our site. This plugin is used as the theme for our site.

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Plugins
For various purposes of the site plugins are installed for example security, backup or theme
enhancement etc. Every plugin serves the site with special features and uniqueness than other
sites. All the plugins used for developing the site were free. Below the plugins have been
described based on the categories of their features:
a) Security Plugin:
For preventing unwanted and unauthorized login’s we have installed a plugin for
security of the site called iThemes Security. Its protectsthe site by hiding vital areas of
the site, protecting access to important files, preventing brute-force login attempts,
detecting attack attempts and more.
b) Backup Plugin:
For backing up of the development of the site we used BackWPup plugin. This plugin
enables us to save our work in dropbox. This plugin enables saving one’s work in the
site in mail, dropbox, goggle drive, FTP server, S3 services, Microsoft Azure,
RackSpaceCloud and Amazon Glacier. Initially we saved backup using both mail and
dropbox. But soon as we expanded our development for the site the size of the backup
files expanded and mail backup started showing error as the files were too large for
mail. So current everyday in dropbox our development in the site is being backed up.
c) Commercial Site Plugin:
For developing a commercial site we needed to install a plugin that would give us
widgets and menus of a commercial site. We installed Woocommerce plugin for
making the site into a commercial website. With this plugin we got a lot of widgets
which is mentioned above in the CMS segment of the paper. For enhancing the site
even more we had install more plugin compatible with woocommerce. The list of
extension plugins with their additional features that boosted our site is specified
below:
i) Homepage Control:
This particular plugin helps us to edit the widgets for the front end home page of the
site. This was initially installed as it is compatible with the theme and woocommerce
plugin. The main work is in the back end of the site.

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ii) WooCommerce Compare Products LITE:
This enables the customer to compare the existing products available in the site. This
plugin also uses exiting product categories and product attributes to create compare
categories and compare features that can be assigned to each and every product to
create a feature comparison table.
Figure 7:WooCommerce Compare Products LITE
iii) WooCommerce Dynamic Gallery LITE
As the purpose of our site is to highlight our product and grab customer attention this
plugin really helpful to serve this purpose. It gave us more option to display the
product pictures by beautifully stylish sliding image gallery on every product page.
Figure 8: WooCommerce Dynamic Gallery

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iv) WooCommerce Email Inquiry & Cart Options LITE
WooCommerce Email Inquiry & Cart Options gave options to fine tune the e-
commerce accessibility on our site by setting 'Rules' that apply to all site visitors. It
adds a space saving and impressive pop-up email inquiry form to our product
offering.
Figure 9: WooCommerce Email Inquiry & Cart Options LITE
v) WooCommerce Product Slider
WooCommerce product slider permits us to showcase our products in a nice sliding
manner.
Figure 10 WooCommerce Product Slider

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d) Customer Review:
For capturing customer review and displaying them in the front end we used WP
Customer Reviews plugin. It allows us to setup a specific page on our site to receive
customer testimonials for our business or to write reviews about multiple products (using
multiple pages).
Figure 11: WP Customer Reviews
e) SEO (Search Engine Optimization) or Meta Plugin:
Yoast SEO plugin has the best reviews online which led us to install this plugin in our
site. This plugin enables us to optimize searching for multiple search engines like
Bing, Yahoo, Google and Ask. Not only in the search engines it enables optimizing
searching in the social networking site like facebook, pinterest, twitter etc. Initially we
are just working on Google search engine. In a later part of this report SEO is
discussed in detail.

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f) Meta Slider:
For a slider in the header of the web page we installed this plugin. This plugin facilitates
us with slide showing the products images by creating a link with the product location in
the site. It gives a very modern and tasteful look to the site. Also this plugin helps us
provide Meta image title and alternate image title.
Figure 12: Meta Slider in PITZ Bakeware Site
g) Contact Form Plugin:
For letting our customer to contact with us and receive their valuable messages we had to
install another plugin named Contact Form 7. It is a very simple plugin with simplest
options for the customer or visitors of the site to fulfill. It can be customized but we went
with the default options.
Figure 13: Contact Form 7 in PITZ Bakeware Site

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h) Social Media Plugin:
We installed a social media plugin called Social Media Widget. This gives an extra
widget through which we can link our social media page on our site. We gave our
facebook page link to our site using this plugin.
Figure 14: Social Media Widget
i) Other Plugin:
There are two plugin that we installed for assisting us in the backend of the store like
Akismet and Hello Dolly.

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Theme Used
For theme we used Storefront by Woocommerce as it seemed most suitable as a commercial
site. We did not pay any additional charges for the theme. The theme was compatible with
Woocommerce plugin and widgets. All the widgets that we got by plugging in
Woocommerce plugin are usable through this theme. This theme has one header section, four
footer sections and one side bar section for adding widgets. Multiple widgets are added to
each section which is discussed below:
a. Header Section:
In the header section we added the Meta slider so that we can display our current
products and upcoming product. After a web visitor comes to our site that is the first
thing he/she will notice. This gives a great platform to promote our upcoming
products and pursue them to come to the site again.
Figure 15: Header Section PITZ Bakeware
b. Footer Section:
This theme enables the site to have four footer regions. Using to our advantage we
used one widget in each footer region.
Footer 1 – In this region we added the Woocommerce cart widget.
Footer 2 - In this region we added the Social Media Widget.
Footer 3 - In this region we added the WOO Compare Products.
Footer 4 - In this region we added the Woocommerce Recent Products.

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Figure 16: Footer Section of PITZ Bakeware
c. Sidebar Section:
In the sidebar widget section we added two very important widgets those are-
 Search Widget
 Woocommerce product categories widget
By analyzing many commercial sites we noticed that product categories are usually
displayed in the sidebar section. The reason behind putting the search widget right
above product categories widget is that in case any visitor who might be looking for
products can search for what he/she is looking for. Though we wanted to have our
product categories widget in the top menu section of the site but our theme
unfortunately didn’t allow us to do that.
Figure 17: Siderbar of PITZ Bakeware

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Apart from widgets regions and section this theme many other options which helped us
design and customize the site. The following are the options using which we customized the
site:
Storefront Jetpack Plugin
This plugin helped us put logo in the top section of the site, add top bar above the header
section, helps to remove search bar and align menu right of logo.
Figure 18: Top bar Menu Section
In the top bar we added a menu which links the site to the pages of about us and contact us. It
also shows the customer what is his/her cart and the amount of money he/she needs to pay.
Adding the logo in top section of the site gives the site recognition of the brand of the
company. This logo symbolizes the site so it is important for the site have it on the top. By
looking at different sites and analyzing we tried to edit and customize the theme but because
many limitation of free plugins, theme and limited options in them didn’t allow us to make it
more elegant.

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3.2. Content Management
Importance of content
People are regularly using internet to get information about products, services, places and
other things. Web is a potent information source that displays facts about millions of websites
around the world. Therefore, content is important for any webpage. Well written content has
multiple benefits. It attracts search engines, increases site traffic and provides useful
information to existing and potential customers. (Why content is important for your website,
2015).For any commercial website like our one, content needs to be managed carefully to
draw customer’s attention and generate profit.
In our website, there are following pages:
 Home Page
 Contact Us Page
 About Us Page
All together we have products display in our website. So we have created following product
categories to help customers easily find the products they require.
 Baking Essentials
 Cake tins and moulds
 Electronics for baking
 Cake decorating tools and accessories.
SEO
SEO (Search Engine Optimization) is the process to improve visibility of a website/webpage
in a search engine to ensure better web usability for human visitors. Popular search engines
such as Google, Bing looks for keywords, phrases, titles and descriptions to rank any website
in search results.
For our website, we have installed Yoast SEO plugin. It is the most complete seo plugin
available for Wordpress and can be found in different languages. The built in content analysis
function greatly helps to optimize the page’s contents, image titles and meta descriptions for
Google. It contains a number of exclusive features to support the users.
For all types of pages, templates can be set for meta titles and descriptions using this plugin.
The snippet preview functionality allows seeing how it would look like in Google and

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therefore modify the post title and description accordingly. The focus keyword entered shows
how the title would bold in the search results, providing the chance to control every element
an admin wants about the website’s listing in Google. The XML sitemap uses XSLT style
sheet so that humans can read it and also keeps certain taxonomies out of the sitemap, which
other plugins does not allow. (YOAST)
Meta Title and Description
Every page of the website should contain a meta title that is usually no longer than 60
characters (varies in search engines). It describes the unique features and identity of the
website, so is an important factor in page ranking. The meta description, usually ranging from
156-160 characters depicts the function of the business and gives an introduction of the
website which determines whether a person will visit the page. Therefore, a clear, concise
and meaningful meta description will attract more viewers to click the site. Below we have
provided meta title and description of different pages which we developed for our website.
Homepage: In this page, we have invited all our existing and potential customers to purchase
any baking accessories from our website at an affordable price which will be definitely
helpful in expanding our business. Since our business is to provide home delivery of baking
tools and accessories, the meta description indicates our special characteristic that all types of
equipments required for baking are available in our store. The meta description indicates our
main activity i.e. we are providing these tools in Dhaka, Bangladesh to assist all bakers and
baking lovers in their culinary journey. The reason of using such phrases is to attract
customers to buy accessories of baking they need which will help increase our sales and thus
revenue. The meta title contains words ‘bakers’, ‘baker lovers’ which is to draw their
attention in this website and ultimately help us grow long term relationship with them and
expand our business.

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Figure 19: screenshot of meta title and description for Home page
URL Link - http://www.s15g5.msc452.com/
About us Page: This page is about when and by whom the business was started. It also states
clearly our purpose (people who are in need of the essential baking tools can buy them from
the website) and to whom we are providing such service. Therefore, the meta description also
illustrates in short the starting of the business, our area of operation (Dhaka) and our effort of
drop-shipping the preferred equipments to the customers. Since the meta title, description,
content and the url contains the phrase ‘about us’ we decided to put it as our focus keyword
to help viewers to visit the website and find more about it.
Figure 20: screenshot of meta title and description for About us Page

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URL Link - http://www.s15g5.msc452.com/index.php/about-us/
Contact us page: This page contains the email address through which customers can
communicate with the website andarea of head office has been provided too for customer’s
convenience. For this reason, the meta description depicts the detailed address and the same
e-mail id through which to contact and the meta title indicates web visitors that the page is for
contacting with PITZ bakeware. The reason behind posting the head office location and e-
mail address in meta description is that customers can easily send their queries through the e-
mail id given. The focus keyword ‘Contact us’ is similar to the page link and meta title that is
going to help visitors to find this page and navigate through it.
Figure 21: screenshot of meta title and description for Contact Us page
URL Link - http://www.s15g5.msc452.com/index.php/contact-us/

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Meta title and description of following products: There are four different product categories
in the website. From each three categories (Cake tins and moulds, Electronics for baking
and Baking Essentials) we provided meta title and description for two products.
 Silicone Cake mould rose: This product has been listed under ‘Cake tins and
moulds’ category. This rose shaped cake mould is made of food grade silicone and
available in light pink and blue colors. So both the meta title and description
highlights the phrase ‘Silicone cake mould rose’ which is also similar to the page’s
heading. The focus keyword is same as the article heading so that visitors can see the
web address whenever they will be searching for silicone rose shape cake mould. The
meta description provides information about the colors available in our store and can
be home delivered in Dhaka Bangladesh which is going to influence the customers to
visit the page learn more about the product, and place order.
Figure 22: screenshot of the meta title and description for Silicon Baking mould rose
URL Link - http://www.s15g5.msc452.com/index.php/product/silicon-cake-mould-rose/
 Baking moulds with six cavities: This product has been listed in ‘Cake tins and
moulds’ section for it is used in shaping cakes. The page content is a bit extended,
describing the product features (non-sticky, easy to clean) and colors available in our
store, so the meta description too narrates the same product characteristics shortly
given in content which helps to match their preferences and needs accordingly. The

31
focuskeyword has been matched with meta title, page’s url to draw more visitors to
the website.
Figure 23: screenshot of meta title and description for Baking moulds with six cavities
URL Link - http://www.s15g5.msc452.com/index.php/product/silicone-baking-moulds-
with-6-cavities/
 ParchmentPaper: This product has beencategorizedunderBakingEssentials. Thecontent of
thispage is muchdetailedcontaining allthe necessaryproduct featuresessentialforcustomersto
knowbefore purchasing it. But the metadescriptionis short enoughjust to informcustomersthat it
canbe homedeliveredoncashinDhaka, Bangladesh.Thisshort metadescriptionwillhelpthe
viewersto visit thewebpage andthenlearnmoreabout the product. Sincethepageurlcontainsthe
product name (Parchment paper)the metatitleand focuskeywordhas beenkept sameto matchall
the fields intheseo checklist.

32
Figure 24: screenshot of meta title and description for Parchment paper
URL Link - http://www.s15g5.msc452.com/index.php/product/silicone-pastry-brush/
 Silicone pastry Brush: It is an essential baking item. This page describes the
exclusive features about the brush such as dishwasher safe and other information
which will be useful for customers tounderstand whether the accessory matches with
what they are looking. In order to attract customers, the meta title and description hold
facts similar to the content, in addition highlighting that it can be home delivered in
Dhaka, Bangladesh. The focus keyword has been given after the product’s name
which will help people to find the particular product and the website easily.
Figure 25: screenshot of meta title and description for Silicone Pastry Brush

33
URL Link -http://www.s15g5.msc452.com/index.php/product/silicone-pastry-brush/
 Stand Mixer: Stand mixer is used very frequently in baking cakes and desserts. So it
is in the category of Baking Electronics. The page content has detailed information of
the product such as the power usage, other tools available with it etc. For this reason
we tried to keep the meta description same as the content; it will also assist customers
to identify if the product’s features is similar to their requirements before visiting the
website. In addition, the focus keyword represents the article heading,meta title and
page linkso that customers can more easily visit the webpage.
Figure 26: screenshot of meta title and description for Stand Mixer
URL Link -http://www.s15g5.msc452.com/index.php/product/stand-mixer/
 Kitchen baking electronics luggage scale: This product is not commonly used and
searched but is an essential baking electronic device. The product description is a bit
expanded since it illustrates all the features of the product (size, weight, power usage)
available in our store. However, we have tried to keep the meta description as short as
possible, only which gives hint to the customers about the product’s availability in
Dhaka, Bangladesh. The focus keyword contains only the product name which
matches with the page link and meta title which will assist customers to find our
website whenever they will be searching for such product.

34
Figure 21: screenshot of meta title and description for Kitchen Scale
URL Link -http://www.s15g5.msc452.com/index.php/product/kitchen-baking-electronics-
luggage-scale/

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4. Future Plan
PITZ Bakeware is a pure play company (online existence only). For making this company in
functioning mode we need a lot of things like budget, plans, recruiting staffs etc. The steps
that we need to follow for making into a real company we need to follow the following steps:
1. Making Business Plan
It is easy to start a project, but without careful planning it is like setting off on a journey
to an unknown destination without a roadmap (Topfer, 2011). Our project plan includes
the following parts:
 Setting Goals:
The initial goal of our organization is start an online retail store for bake wares in
Dhaka, Bangladesh. No other website so far in Bangladesh sells only bake wares in
their site. If we could start operating with this goal in mind that we will sell bake
wares in Dhaka and provide home delivery and cash on delivery than we might have a
competitive advantage.
 Scope of the Project:
From the very beginning we narrowed down our business scope. We’ll only be selling
bake wares and other things that are useful during baking. Narrowing down helped us
in a way to concentrate in a particular business idea only. Then again as we have
narrowed it down we won’t be a able to expand the business and go to any other
related field. We won’t be able to sell even cookery products.
 Project Requirement Analysis:
As a retailer it is important for us to conduct a requirement analysis. Every project
needs a business requirements specification document because it is the formal
agreement between the client/end-users, the business owner/stakeholder and the
project manager (Symonds, 2011).
 Functional Requirement:
This project was mainly initiated at the first place to fulfill the needs and demand
of the bakers and people that bake by providing them with all the things they need
to bake. Home delivery of our products makes it easy for our target customers as

36
they would no longer need to visit chowkbazar, kawran bazar or new market for
buying those products.
 Technical Requirement:
The website we’ll be developing in the future needs to have both app and web
based platform. As most people now use smart phone and browse internet through
apps and mobile browsers.
We also need to buy better theme for the site as most of the free theme does not
have much options and also buy the pro version of the plugins for better options.
 Operational Requirement:
The website is mainly developed for reaching the target customers. We would be
buying our own delivery transport and use public transport for lighter delivery.
We need to recruit more employees for delivery, packaging and managing the
inventory. We would also need to rent a warehouse for storing our products.
 Legal Requirement:
Necessary documents like trade license for the project must be prepared in
advance
2. Preparing Project Charter
We would need to prepare a project charter using Gantt chart. Gant chart is one of the
most popular and useful ways of showing activities (tasks or events) displayed against
time. On the left of the chart is a list of the activities and along the top is a suitable time
scale. Each activity is represented by a bar; the position and length of the bar reflects the
start date, duration and end date of the activity.
3. Product selection, sourcing and pricing
As PITZ Bakeware is a retail online store so we would be offering different type of
product. The products will be both branded and non branded and new. We would be
offering convince and price discounts on each order. We would be mainly sourcing our
products from new market, chowkbazar and kawran bazaar. We would be having our own
inventory and maintaining it. We would be going fixed pricing strategies.

37
4. Web Development and Budgeting
For our website to run in the future we need to buy the domain and select a hosting
company that gives a relatively easily navigable control panel. Our website is currently
being operated as a sub domain of a site. So we need to buy the domain as soon as we
start operation of the business. We went through several hosting site to find if our domain
is available or not. Luckily in three website we found that our domain name is available.
We will go for .com in the domain name of our site as it considered as TLD (Top Level
Domain). We will be naming the domain of the site www.pitzbakeware.com. We
compared between two web hosting companies where our domain name is available –
GoDaddy and Dhaka Web Host Limited.
Figure 27 Domain Available in GoDaddy Figure 28 Domain Available in Dhaka Web Host
LTD
As for the domain registration in Dhaka Web Host LTD we would need Tk1800 and in
GoDaddy we would need $9.98+$.36 = $10.34 (Tk803.7282).
Figure 29 Domain Registration Fee for two years in Dhaka Web Host LTD
Figure 30 Domain Registration Fee for two years in GoDaddy

38
Both the website has packages for building business website. Below the features of both the
company is given:
Figure 31 Packages of Dhaka Web Host
Figure 32 Packages of GoDaddy

39
Both the company has packages for business but if we compare the features of GoDaddy’s
packages is more preferable because they have higher bandwidth than any other packages of
Dhaka Web Host LTD. Moreover GoDaddy is also providing free registration of one domain
for the site. Even their disk space in every package is higher than Dhaka Web Host.
If we buy the business package for our site from GoDaddy our estimated cost per month
would be $5.99 (Tk466.022) and annually would be Tk9, 792.682 (For every renewal we
would need to pay $9.99/month which is equal to Tk777.222/month). With this we get free
registration of our domain name.
If we buy the business package of Dhaka Web Host LTD it will cost us Tk3000 annually and
plus we need to pay for our registration fee for two years. Which will total to Tk3000 + Tk
1800 = Tk 4800 in year one of operation.
No doubt that Dhaka Web Host would cost us less but with the speed of GoDaddy our site
could achieve a lot in a year one of operation. GoDaddy also provides us with mobile site
which is very important in the e-business now days.
So finally we have decided that we will be registering our domain name in GoDaddy and buy
their business package from there as it is much better in many aspects than Dhaka Web
Hosting LTD.
5. HR Recruitment
We need to recruit some new officials and workers for the business. We would need at
least three workers for delivery of the goods. Then we need to one person for inventory
management and packaging. On the web development and maintenance our group would
be working.
6. e-Environment
e-Environment is the use and promotion of ICTs as an instrument for environmental
protection and the sustainable use of natural resources (INTERNATIONAL
TELECOMMUNICATION UNION E-ENVIRONMENT TOOLKIT AND READINESS
INDEX (EERI) , 2009). As PITZ Bakeware is a pure play organization our customers
don’t need to visit our store so there will definite saving of fuel. Also we would be
making more than one delivery of the products using one delivery vehicle.

40
7. Brand Protection
After starting the operation we would regularly maintain our website and update all the
product information. Using integrated plugins we will be in touch with our subscribed
customers. We will be sending them newsletters, latest offers, discount coupon etc so that
they can remember our brand and visit the site regularly. We will also be maintaining our
facebook page and try to stay in touch with them through the page. More marketing
techniques will be used to attract our customer. We might even a built a game for the
users and win a contest so that they can win some of our product. We could also conduct
survey on their preferable products. We’ll try to establish the brand as much as we can.

41
5. Limitations
Scope:
As this website was build for the training purpose of our course there were lot constraints that
we had to face. We could not go beyond our allocated resources.
Time:
We only got three months to prepare and develop the site. It was not enough as we were
learning as we went developing. As we were new to wordpress editing it took us a lot of time
learning about each plugin or theme.
Budget:
We only got what we received from our course instructor. We were not able to invest any
money on theme or plugin’s pro versions.

42
6. Conclusion
Building just a website is easy nowadays using different platforms and mechanisms available
in web, but to make it win customers’ heart and earn adequate profit is a real challenge. In the
beginning it will be back-breaking to understand the entire system and get abundant
order/sales, but along with time, careful scanning of the business environment, implementing
proper methods to retain the website and taking right decisions at right time will make any
business a lucrative venture. As it was training period for us we learnt a great deal about
developing a site and building it to satisfy customer needs.

43
7. References
BackWPup Free - WordPress Backup Plugin. (n.d.). Retrieved July 24, 2015, from
WordPress: http://www.s15g5.msc452.com/wp-admin/plugin-install.php?tab=plugin-
information&plugin=backwpup&TB_iframe=true&width=772&height=607
Franklin, C. (n.d.). How Internet Search Engines Work. Retrieved from how stuff works :
http://computer.howstuffworks.com/internet/basics/search-engine1.htm
(2009). INTERNATIONAL TELECOMMUNICATION UNION E-ENVIRONMENT TOOLKIT
AND READINESS INDEX (EERI) . Geneva : International Telecommunication Union (ITU).
iThemes Security. (n.d.). Retrieved from WordPress: http://www.s15g5.msc452.com/wp-
admin/plugin-install.php?tab=plugin-information&plugin=better-wp-
security&TB_iframe=true&width=772&height=607
Lincoln, J. E. (2013, March 28). The SEO Guide To Getting Started With Google Webmaster
Tools. Retrieved July 28, 2015, from Search Engine Land: http://searchengineland.com/the-
seo-guide-to-getting-started-with-google-webmaster-tools-150345
Pigneur, O. (2010). Business model generation.
Search Console Help. (n.d.). Retrieved from Google:
https://support.google.com/webmasters/answer/4559176?hl=en
See how your site stacks up with Gliffy site map software. (2015). Retrieved from Gliffy:
https://www.gliffy.com/uses/web-site-map-software/
Symonds, M. (2011, February 4). BUSINESS REQUIREMENTS ANALYSIS AND WHY IT’S
IMPORTANT. Retrieved July 2015, from Parallel:
http://blog.parallelprojecttraining.com/project-management-articles/business-requirements-
analysis-and-why-its-important/
Technology Profile S15G5.MSC452.COM . (2015, July). Retrieved July 24, 2015, from Built
with: http://builtwith.com/
Topfer, S. (2011, February 25). The Importance of Business Planning. Retrieved July 2015,
from Nasdaq: http://www.nasdaq.com/article/the-importance-of-business-planning-cm59436

44
Usage of content management systems for websites. (2015). Retrieved July 24, 2015, from
Web Technology Serveys:
http://w3techs.com/technologies/overview/content_management/all
Website Analysis and Stats. (n.d.). Retrieved July 2015, from Online Web Tool:
http://onlinewebtool.com
What is a Gantt chart? (2012). Retrieved from Gantt.com: http://www.gantt.com/
Why content is important for your website. (2015, July). Retrieved July 16, 2015, from
http://www.entheosweb.com/: http://www.entheosweb.com/content_writing/benefits.asp
YOAST. (n.d.). Retrieved July 23, 2015, from www.yoast.com:
https://yoast.com/wordpress/plugins/seo/

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8. Appendix
Meta descriptions: HTML attributes that provide concise explanations of the contents of web
pages
Google Webmaster Tool: Google Webmaster Tools can be a powerful ally. But, if you make
a mistake or put this power in the wrong hands, it can mean trouble for your search engine
optimization. In this post, I provide a basic SEO Guide to Webmaster Tools to help get you
started if you aren’t taking full advantage of WMT yet. (Lincoln, 2013)
Pure Play: Online Existence Only
RMA: Return Merchandise Authorization
Search Console: Google Search Console is a free service offered by Google that helps you
monitor and maintain your site's presence in Google Search results.
Site Mapping: A site map lets you take a closer look at the pages in your site and how they
lead into each other, whether you want a guide to post on your site or a concept diagram to
present to stakeholders
Sitelinks: Every website owner wants good sitelinks. If you don’t know, sitelinks are the links
that show up under your domain name in Google search results. (Lincoln, 2013)
Web Crawling: Before a search engine can tell you where a file or document is, it must be
found. To find information on the hundreds of millions of Web pages that exist, a search
engine employs special software robots, called spiders, to build lists of the words found on
Web sites. When a spider is building its lists, the process is called Web crawling. (Franklin)

46
Contribution Part
 Cover Page - Ishita Das
 Letter of Transmittal - Syeda Jannatus Salwa
 Executive Summary - Tasnim Tarranum
 Table of Content - Afsary Adiba Priyanka
 Introduction - Tasnim Tarranum
 E-business Overview - Syeda Jannatus Salwa & Ishita Das
 Website Development -
o CMS ,Plugins and Themes – Afsary Adiba Priyanka
o Content Management - Tasnim Tarranum
 Future Plan - Afsary Adiba Priyanka
 Limitations - Ishita Das
 Conclusion - Tasnim Tarranum
 References - Afsary Adiba Priyanka
 Appendix - Syeda Jannatus Salwa
Percentage of Contribution
Name of Contributor Percentage
Afsary Adiba Priyanka 25%
Ishita Das 25%
Syeda Jannatus Salwa 25%
Tasnim Tarranum 25%

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