Tom Vassos' Framework

In Tom Vassos' Strategic Internet Marketing book he outlines a 17 stage framework for web site development. This tends to take a technology perspective, with each stage requiring more advanced technology to deliver more sophisticated internet applications and facilities. You can use this framework in conjunction with our own Strategic Interactive Marketing (SIM) framework. In general you will find that the two frameworks tend to progress in parallel, but take care that technology doesn't become the master!

If you already have an Internet site, then within Tom's book you will also find a useful Internet Bullseye Marketing Model^smTV. It's a 30 criteria model for assessing the likely success of your web site in selling products or services. As time progresses you will need to update some of the criteria, for instance to reflect the changing demographics of the Internet community.
 

Tom groups the 17 stages into 4 phases:
   
   

1. The Initial Stages of Web Site Development

   1. The Launch Stage
   2. The Repository Stage
   3. The Link Stage
   4. The Cool Stage
         
        One of the most critical steps in these initial stages is to identify the strategic purpose of your site as well as the stakeholders it will serve. The Launch stage needs to include market research and concept testing. These stages are also to do with learning about the technology and with establishing your infrastructure.
         
         

2. The Interactive and Database Web Site Strategies

   1. The Interactive Stage
   2. The Database Stage
   3. The Advanced Repository Stage
   4. The Advanced Interactive Stage
         
        These stages are now really beginning to realise SIM for they aim to open up communications channels and develop dialogue with your customers, perhaps by providing automated links into your existing applications. These stages are very much to do with learning about your customers and developing their trust.
         
         

3. Advanced Web Site Development Strategies

   1. The Mass Customisation Stage
   2. The Outbound Stage
   3. The Integration Stage
   4. The Commerce Stage
         
        The next stages aim to customise web content for each customer, and then to use Outbound techniques to tell them what you have created. The aim of the developing relationship is to lead to Commercial transactions, perhaps by means of Integration with your partners in the supply chain.
         
         

4. The Final Stages of Web Site Development

   1. The Personality Stage
   2. The Application Stage
   3. The Global Stage
   4. The Strategic Alliance Stage
   5. The Closed Loop Stage
         
        These final stages are about fine-tuning your Internet strategy. Maybe you  will chose a differentiation strategy, choosing to give a distinct Personality to your site, or to provide niche value-added Applications. Or you may choose an expansionist strategy, perhaps going Global or forging Alliances with complementary companies or companies in the supply chain. The Closed Loop stage reminds us that we need to continue to monitor, adapt and develop our Internet site.
         

Get Feedback from Tom Vassos

As you read Tom's book, at different points you are invited to send an e-mail to the author for latest information on what you have just read. Tom Vassos is IBM's Internet Strategies Manager. Based in Canada, he is a regular speaker at their events in the North America, Europe and further afield. His events are recommended.

Internal Resources

1. See our review of Tom's book

External Resources
 

1. Tom Vassos has his own Web Diamonds site that talks about his book and has links to the case studies.
2. Vassos, Tom, Strategic Internet Marketing, Que Corp., Indianapolis, 1996.
3. See the full list of resources for this web site for other related resources.

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