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Understanding your online niche
eBiz - Phoenix, AZ

11/12/98

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Table of Contents

Understanding your online niche

Our premise

Agenda

Who is cars.com

Cost to acquire a car buyer

Defining our niche

Our audience niche

Our audience strategy

Our audience channel plan

Defining our niche

Our going-in assumptions

Creative process map

The stats

Initial consumer positionings

The positioning result

The Better Way...

The Smarter Way...

The old way, new way...

The Brighter Way...

We didn’t reinvent...

What we learned so far

Car shopping...simple

Conclusion

Thanks!

Author: Greg Stuart

Email: cars@gregstuart.com

Home Page: www.gregstuart.com

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