" Running head: CASE#10 EASY LUNCHEBOXES 1CASE#10 EASY LUNCHBOXESMGT 662, Entrepreneurship and Small Business Management CASE#10 2CASE#10 EASY LUNCHBOXES2Introduction, Findings and Conclusion e-Commerce has changes the way entrepreneurs to business . . . Social Media and thensome has propelled home based businesses to the forefront of the global marketplace. The key issynchronizing content with the message and striking a balance between reputation and business.This week’s case study shares the journey of Easylunch boxes/www.easylunchboxes.com/. . . .The originals. Since 2009. Kelly Lester, mother, wife, singer, an entrepreneur, starting herst 1 business in 1996, selling decorative light switches . . . www.switchplates.com . She sold thebusiness in 2006 (Hollebeck, Glynn & Brodie, 2014).EasyLunchboxes.com is born . . .This Case Study#10 asked questions and seeks explanations:? Kelly Lester’s business is a candidate for re-shoring? Develop a social media marketing plan for EasyLunchboxes. On which social mediashould Lester focus her efforts? Why? What specific tactics should she employ in eachone of the social media that you recommend?? What steps should she take to transform EasyLunchboxes into a recognizable brandname?? What bootstrap marketing techniques should Lester use to promote her company? CASE#10 3Re-shoring? Reshoring is the process of returning the production and manufacturing of goods back toone's own country. Reshoring is also known as on-shoring, in-shoring or back-shoring. It is theCASE#10 EASY LUNCHBOXES 3opposite of offshoring, which is the process of manufacturing goods overseas to try to reduce thecost of labor and manufacturing(Kumar & Mirchandani, 2012). Kelly, like most new businessstartups in manufacturing shopped high and low to get the best deal in processing, etc. andkeeping lost to the minimum, so in 2009 off-shore she went with the assistance of aninternational broker and manufacturing started in China for easylunchboxes.com.During her early start-up, Lester began calling plastics manufacturers, where she didattract sparse attention and some for the development of a single lid plastic bento style foodcarrying container.However, the transactions with the overseas supplier for Lester did not go that well. However,finally countering to several problems starting from the samples to inventory, Lester decided thatshe would use the www.com/world wide web as the primary marketing vehicle, and she came tothe realization that e-commerce has changed significantly since 1996and that she would have to create a new marketing delivery plan for easy lunch boxes to be a top e-commerce choice when abrowser clicked on easylunchboxes.com (De Vries, Gensler &Leeflang, 2012). CASE#10 4 Faced with consistent challenges of quality control, delivery timing issues and FDA/Foodand Drug Administration compliance requirements, she is faced with the possible reality that itshe desires and wants her business to be “future-proof” and it may be better to bring the productCASE#10 EASY LUNCHBOXES4design and manufacturing of her lunchboxes to the United States, the home of her company.Considering the opinions of Zeng &Gerritsen (2014), for re-shoring, the decision must be futureproof and not be made in haste. Since the early 2000’s when many manufactures decided tomove their operations overseas in the quest to reduce labor and manufacturing costs, many havebeen plagued with quality control, production and labor related business decision issues (Hays,Page, Buhalis, 2013). Despite the fact that offshoring often has financial benefits, including cheaper labor andcost to produce goods, reshoring is a great way to strengthen the economy. Reshoring createsmanufacturing jobs, which strengthens the workforce and reduces unemployment, and helps bal- ance trade deficits. In many cases, companies even find that the extra cost to manufacture inAmerica is so slim that the benefits would outweigh the labor costs, especially considering thefees involved with customs and shipping from overseas ((Whiting & Williams, 2013).Reshoring does not always have positive results for the companies involved, however. Ifthe effort is poorly managed or thought out, or if the circumstances aren't conducive to the transi- tion, reshoring efforts can fail. Often, a company underestimates the costs and the logisticalplanning involved.To avoid failure, companies often call in consultants that specialize in re- shoring.While reshoring is a great way to stimulate the economy at home, it's important for com-CASE#10 5panies to remember that some products are best left offshore, particularly those native to othercountries(Whiting & Williams, 2013). Yes, Kelly’s business is a candidate for re-shoring.SMMP/Social Media Marketing Plan? CASE#10 EASY LUNCHBOXES5 Marketing Goals: Product, Price, Placement and Production . . . develop the website inst the online market, to an extent that the product shows on the 1 page of the search engine. Objec- tives must fit into and support your overall business goals. Deliverables should be measurableandgoals must be specific and realistic. Objectives: To increase the traffic and boost the sales ad revenue through integration ofSEO (Search Engine Optimization). SMS/Social Media Strategy ? PPC search Ad would be based on Category text ads ? Displaying the product offers based on the Ad images ? Gmail Content would be preferable? Keyword targeted – EASYLUNCHBOXES? Paid Ad ranks- 4 or 5? Overall paid search Performance – AverageBrand Campaigns ? Portraying the mothers in the ads about the speciality of the lunchbox? Build the brand as the verb for shopping (Ashley &Tuten, 2015). "