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cms market segments and organisation types

Almost all businesses who need a website (and we mean really need a website) should have a Content Management System. In the highly competitive world in which we live, constantly seeking the edge on our competitors and the next way to improve our operations, it is not unreasonable to say that all serious businesses that will survive will have some form of Content Management Solution in their future. The following seven organisational categorisations whilst far from perfect, may help you consider your own organisations place in the CMS universe and give you a starting point for analysing the available solutions …

Type 1 - Internal Knowledge Giants
Think Boeing. These companies need to manage huge stores of technical, manufacturing, safety, design, transactional and other forms of content. This content is developed internally, collaborated on, exchanged, shared, stored and carefully protected. Significant amounts of this content are published on IP networks (the Internet, Extranets, Intranets, Protected Networks and other distributive environments). These organisations usually have an IT operation that will design and manage all information technology components including CMS. CMS solutions will either be built internally or purchased from hi-end vendors and significantly customised. If you fall into this class of organisation, Komodo CMS is probably not the right fit unless your specific project needs follow one of the categories below. Nevertheless, we hope you find this resource useful.

Type 2 - External Knowledge Giants
Think CNN. These organisation exist largely to ‘push’ information from within to their external constituency. Other examples may include Government Agencies and Educational Institutions. These organisations have a lesser need to manage non-web material but still require highly devolved, high volume and high speed web publishing with rigid workflow, access, archival and support tools. These organisations may build their own systems to match specific unique internal needs or they may look to partner with CMS vendors to enhance available tools. Most CMS packages in their generic form will fail to fulfil all organisational needs, however custom integration, content syndication and open application access will usually help expand functionality. For this form of business, Komodo CMS offers Product Development Agreements to enable organisations open access to the product to allow internal or third-party IT specialists to enhance and customise the core product to suit required needs.

Type 3 - Serious Web Businesses
Think Amazon and eBay. All right, if you must, feel free to think smaller, but we needed a household name to get you thinking. In this segment, we are talking about businesses that have been built almost entirely upon the internet. For most of the other categories, we are discussing businesses that operate successful non-digital business channels and whose core value is delivered through their product line-up, service or other unique selling proposition. In this category, a large share of the consumer’s value is delivered via the channel itself. Perhaps more than anywhere else, the efficiency of communication and the transactional power of the website is paramount. These businesses either internalise development and make it part of their intellectual property or they once again partner with a CMS or similar product vendor. Once again options such as Product Development Agreements may be suitable.

Type 4 - Serious Web Channels
To be honest, it is unlikely that your organisation matched any of the three categories so far as there are only 500, Fortune 500 companies and only so many large Governments, Amazon’s and eBays. There are however hundreds of thousands of serious web channels offering online services, products, and other forms of access to the value that they create. A serious web channel needs to generate awareness and consideration, it needs to turn this attention to intention and then facilitate the transaction and necessary follow-up. This is the largest segment for transactional CMS solutions. Superior web management allows search engine optimisation and other tools for generating customer consideration. The content management componentry allows for the provision of information to create a buying intention and the transactional elements (eCommerce functionality, SSL and Payment Gateway) allow for the sale to be made. Products such a Komodo CMS offer all of this functionality. Integration with back-end fulfilment and other internal management systems can also be handled under a Product Development Agreement or through custom enhancement.

Type 5 - Established Businesses
Businesses with solid fundamentals may not need a web channel and should carefully consider whether the advantages are worth the investment of money, time and staff resources. The benefits can be new or enhanced channels for capturing customers and converting sales, reduced cost of information distribution to stakeholders (both internal and external), the opportunity to expand geographically without bricks and mortar investment and a cost effective marketing channel that sends a strong brand message to the market. Only you can make this assessment, however as internet penetration of your customer base increases and their expectations on how they can transact with you changes, it is likely that at some point the investment will be necessary. When it is, this information may help avoid some pitfalls in choosing the right partner to take your business to the internet in a serious way, at least if you don’t choose Komodo CMS as your partner you can make sure your selected vendor is suitable equiped to meet your organisations needs.

Type 6 - New Businesses
As a new business, you will ultimately fall into one of the categories above. In the meantime, a well executed web strategy is a cost effective way to go ‘head-to-head’ with established businesses. Size, longevity and other traditional business measures are less apparent online. Instead, your online audience will measure impressions, strength of brand, credibility of message, speed of response and seamlessness of transaction. A powerful Content Management System such as Komodo CMS can give a new business a head start on all of these internet success measures.

Type 7 - We need a website …
If you didn’t fit into any of the categories above, try to finish the sentence above in your own words. If you couldn’t finish it, you may not really need a website. If you did finish it, and the answer didn’t involve attracting more customers, communicating better with someone, transacting online or making your business more efficient, then you still may not need a website. To put this another way, your website needs to either help generate revenue, help reduce costs or indirectly assist your brand or key stakeholders. If your website cannot do at least one of these (and better yet, all of them), then save your money and put it into something that can achieve these aims. Not every organisation needs a website, although we may be able to help you find a way to benefit from one. If you need an assessment of the potential benefit, please email info@komodocms.com

Examining the business categorisation and product classifications above will help you to determine the right product features and vendor for your organisation.



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