ORGANISING BUSINESS PLANNING AND ITS ROLE IN INTERNET STORES FUNCTIONING EFFICIENCY IMPROVING

Abstract

In recent years the growth rate of e-commerce (especially its retail sector represented by online stores) has significantly accelerated in Ukraine, as in the rest of the world. However, due to the absence of knowledge about business specifics in the global environment and lack of strategic vision of the directions of their activity, a large part of the newly created business entities will quickly suffer defeat. It is possible to determine development prospects, consider potential threats for effective market positioning and increase the competitiveness level of an online store through business planning. In its essence, a business plan is a program that provides a detailed description of certain operations implementation and justifies the strategy of functioning of a certain project as a whole. In most cases, business plans for commercial chain projects are traditionally developed according to the UNIDO standard, which is suitable for small business entities that are starting their work and looking for potential investors, but in terms of content, they differ significantly from similar documents created for offline trade enterprises. The main differences relate to the marketing aspects of the activity: methods of market analysis and selection of a market niche; target audience formation; creation and analysis of content; processes of search optimization, promotion, advertising and information support of the site; organization of interaction with customers regarding payment and delivery of goods; selection of directions are specific receiving additional income. The language of the site content is considerable (especially in the last few months). The main feature of the online store business plan organizational part is the reduction in the personnel number, the need for employees who ensure the site functioning and interaction with customers, as well as changes in the business entity infrastructure. Due to this, commercial network structures usually require smaller funding and investments, and the emphasis when developing a financial plan shifts towards planning and distribution of potential revenues and costs of the enterprise accordingly. Online store profitability depends not only on the balance of income and expenses but also on specific site visit indicators and the efficiency of converting visitors into customers (conversion). At the same time, the online store business plan analyzes initial risks for all trade structures and specific risks determined by the peculiarities of the organizational and technical support of activities on the Internet.