This is the source file for ECMM 6000 Assignment #2
CASE DESCRIPTION
Scotian Scout is a fictional company based on a true story. Mariam (“Mim” for short), the fictional founder, is a recent business graduate from a university in Nova Scotia. Mim recognized an e-commerce opportunity equipping newcomers to the province with goods and support that make it easier to settle here. Newcomers, whether travelling here for work or for study, often don’t have strong local knowledge. Her idea was to start a blog with local insight, and to offer an e-commerce storefront with goods that make it easier to settle here.
Mim believes that search engine marketing targeted at people who want to immigrate to Nova Scotia can be cheaper and more effective than any other advertising method. For the goods sells through her site, Mim plans to keep no stock, but simply connect the newcomers with the existing channels. Scotian Scout is thus essentially a “dropshipping” operation and has very low operation costs save for Mim’s time. Mim believes that people would be willing to purchase travel guides from her website, but she also believes that her readers could be interested in sourcing novelties.
Mim currently has no e-commerce website and has limited funds. Before investing money, she decides to test her hypothesis by creating a mock website and seeing if she can direct traffic using her marketing techniques. She created a simple HTML website served on CARET, and hopes to drive her blog traffic to this site to test her hypotheses. However, when trying to manage the site, she messed up her server. It is your job to fix it, assess and implement her e-commerce strategy.