AICRM再行銷簡訊系統商業計畫書

Abstract

電子商務蓬勃發展後，廣告費節節上升，品牌電商將重心轉移至促成已購名單再購買，在人工智慧、大數據等理論與技術愈趨成熟的市場氛圍下，CRM成為電子商務創造舊客回購的首選方法，而CRM最重要就是能精準分類名單，因此，本論文期能透過EiMBA授課核心的商業模式架構，擬定新創公司的商業計畫，並命名為「AICRM-撈出最有價值的名單」。 AICRM以購買名單大於5萬筆，且回購周期小於六個月的品牌電商為主要目標客戶，並提供手動篩選名單、AI篩選名單等兩種篩選名單方式。手動篩選名單提供多樣的篩選條件，並透過雲端伺服器運算後篩選出目標名單，而AI篩選名單則是透過最近購買日期、購買次數、購買金額等三個重要的客戶回購判斷因子，運算出當日最高機率購買的名單，並以SMS為主要驗證、獲取訂單的工具，AICRM開發的SMS追蹤系統，可讓AI篩選機制透過每日追蹤發送後的名單是否購買，並優化下次的篩選名單，藉此打造簡易且自動化的CRM方式。 透過為期6個月的市場驗證顯示，AICRM可有效獲取訂單，然其成效仍因商品類別、購買周期、購買金額等而影響，但相較於以往的工具、市場的競爭對手，AICRM已是輕巧、快速、方便且價格低廉的CRM工具，可作為電商已購客戶維繫、企業數位轉型的入門磚。 AICRM的獲利方式來自於收取簡訊及名單撈取服務費，並透過客戶發送簡訊的累積，達到降低SMS費用的目標，透過開源與節流兩種方式支撐公司的營運發展，本計畫同時預估五年後的留存客戶數將達2,009個，年營收規模為1.65億，估值為新台幣4億元。

Customer relationship management (CRM) is one of re-marketing tools and a practical option of increasing advertising cost. In order to classify precise customer through CRM, 「AICRM-Filter out the Valuable Customers」is developed and based on the 「Business Model Canvas」, which is the core value of EiMBA program. AICRM offers two customer filtering models,「Manual filtering」 and 「AI filtering」,both focusing on more than 50,000 orders ecommerce brands with repurchase cycle under 6 months. Various filter conditions is available through Manual filtering, and the target customer list will be filtered out by clouding calculation. AI filtering is a more convenient way to reach the most target customers by arithmetic method base on purchase date, purchase frequency and purchase price. The SMS tracking system and「AICRM tracking system」are the major tools of customer verification to monitor purchase rate. AICRM aims at developing an easier, faster and more automatic CRM tool. The result of market validation though 6 months, AICRM is an easier solution and gets re-orders faster and cheaper. Although AICRM might be effected by product category, purchase period, and pricing, it is still a good start of CRM on Ecommerce brands. The profit of AICRM comes from SMS and filer list, and the cost will be decreased with increased SMS sending out. In the future, 2009 customers, 5.3 million USD revenue and 13 million USD valuation will be reached in 5 years. The plan is customer will be increase to 2009 after 5 years, revenue reach to 5.3 million, and valuation will be 13 million US dollars.