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Chapter 9. Listing Your Distribution Cha... > Describing Your Digital Presence and...

Describing Your Digital Presence and Distribution Channel

In today's business environment, every company should have a digital strategy, and investors and management are expecting to see one in your business plan. A business plan needs to explain how you expect to use online technology in your business. If your business plan calls for selling products or services online, you should describe in your plan whether your business will be a pure play or a clicks and bricks type of Internet business.

A pure play Internet business is one that sells only online. Amazon.com is an example of a pure play online business. It does not sell from a retail storefront, office, or any other physical presence. It is what is called an e-tailer. Wal-Mart, on the other hand, sells both online and through their physical storefronts around the world. They are an example of a clicks and bricks company. Catalog companies, such as L.L. Bean and Victoria's Secret, have a combined distribution strategy. They started as a direct mail cataloger, went to the Internet, and then to storefronts. The Discovery Channel on cable TV has a similar strategy and went from old media to new storefronts.


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