| The
Site Need Index |
| Here's an
interesting formula, developed by Forrester Research, that can help your
company decide how elaborate a site you need to build and support for
your brand (product and/or service]. The Forrester SNI doesn't distinguish
between a simple informational brand site and a full-blown brand portal,
but it's a useful guideline for making some choices. Forrester developed
the index with consumer products in mind but it could be adapted for
vertical business markets. |
 |
| PRICE
|
PURCHASE
FREQUENCY |
SERVICE
LEVEL |
RESEARCH
INTENSITY |
CONFIGURA-
BILITY |
SALE
VIABILITY |
| How expensive is the product
compared to other household purchases? |
How often does an
average household purchase this product? |
How much customer
service does this product need online? |
How research
intensive is the purchase decision? |
How customizable
is the product? |
How viable is
online sales of this product? |
| |
|
|
|
|
|
|
Scoring
1=Low
5=High |
Examples |
|
SNI
Score |
SNI |
|
Potato chips |
1/5 x (1+1+1+1) |
=.8 |
Below 25: minimal need for a
site |
|
Women's apparel |
4/2 x (4+4+5+5) |
=36 |
25-49: Brand will benefit from
a site |
|
Vacation trip |
4/1 x (4+4+4+5) |
=68 |
50 or above: Definite need for
a mass-appeal site |
|
PC |
5/1 x (5+5+5+5) |
=100 |
|
