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Conflict with Stelios

Like many other UK businesses using the 'Easy' branding concept (see http://www.easyprotest2.com) we are currently being threatened by Easygroup Ltd.

This uncertainty has delayed the launch of the services of the Network. Easygroup Network Ltd. owns approx. 40 'Easy' web names.

This confirms the high potential for developing the global branding of the 'Easy' name. We are looking to secure collective press coverage in conjunction with other strategies (currently not public domain information) to help resolve this matter.

Our current legal advisor has suggested collective legal action by all Network memebers is an option, but we don't wish to frighten support for the concept. Please note our business name easygroup.net was registered on June 12 1999. Stelios registered easygroup.co.uk on June 23 1999 eleven days later.

It would be advantageous to attract a major sponsor to the Network, but with the current law case unresolved it appears an unlikely outcome. If you are aware of a VC or suitable business angel please get them to contact to us.

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Fee Structure

Given the uncertaintly of a possible court injunctions, we are holding back from charging any fees until we have a clearer focus on our future viability. We have been threatened with a court injunction which, if successful, could last several years.

We are also keen to establish a critical mass of members to the Network to ensure that our main purpose - to collectively market the 'Easy' brand on behalf of our members will be substantial and effective.

Our intention is to provide each member, whether substantial or a newcommer, business with an equal footing to the "3 clicks" to your site service.

However, it is anticipated that bigger businesses i.e. those already with established marketing budgets may be interested in stepping up to a higher level of promotion - "2 clicks" to your site and additional fees will be required. These advertisers will appear directly (with banners) on the home page of Easy-Search.

This sharing concept is a key part to our marketing strategy. Our business model dictates that we need as many members added to the database as possible to encourage repeat visits to the site to achive maximum economies of scale. Check out easyUKmortgages on Easy-Search for an example of how we might achieve a increased hit rates onto the Easy-Search site and then extend this idea globally.

One of the team members has been actively involved in developing a web site for his children's school and an international school search web directory is also being considered (see http://www.edu.uk.net). Your ideas on this topic would be appreciated.

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Marketing Issues

It is our intention to enhance the web team and appoint a part-time/full time web marketing specialist to undertake the research work necessary to get the best from the Network's marketing budget. This person will also offer advice to members of how they should devise their own strategic marketing plan (interested in helping? give us a call).

Please review the following comments and determine if your business is currently handling these issues or needs to in the very near future.

Here are some of the key issues

• Does your Web site identify customers profiled by content, behavior and value?
• Can your organization predict the needs of a Web visitor and anticipate his or her actions?

Linking visitor types to their behavior and conversion provides true insights into what areas of your site are most effective. When you use customer segmentation, visitor profiles and data-driven predictions, you uncover which content is most important for key visitors and
customers. As a result, you can focus your efforts on making the site worthwhile - and profitable.

With a user identification strategy in place, you gain an understanding of who uses your site and how their behaviors transpire on a granular level. To develop a site with the content that satisfies your customers, improves visitor loyalty and increases conversion rates, the next step is to use that user data to develop visitor profiles and predict specific
behaviors.

Successfully applied predictive analysis enables you to:

• Develop deep profiles of visitors based on the behaviors that lead to
  value, not just page views
• Segment customers based on value and predict which content will lead to
  more value
• Identify customer type based on browsing behavior, content viewed and
  offline data.
• Predict customer propensities to click on an ad, buy, abandon cart,
  leave site and repeat visit.

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