Type of Business Model
Business to consumer, frequently referred to as B2C, is a form of business model that can be deployed at the Broadway Café. B2C is a business model that describes the transactions between a business that sells its products and services to individual consumers (Hu, 2012) . Traditionally, this can be achieved through the Broadway Café selling its products and services directly to consumers, including eating at the restaurant or shopping in-store (Sanaei & Sobhani, 2018) . To promote and sell its products, the Broadway Café will deploy a B2C e-commerce business model that supports the selling of products and services online directly to consumers (Hu, 2012) . This can be achieved through an e-commerce website with the services and products that the Broadway Café offers to its consumers (Sanaei & Sobhani, 2018) . Another option will be through the use of a mobile application developed specifically for the Broadway Café so that customers can order directly from the application and have food items delivered at their convenience. This increases customer loyalty, experience, and repurchase.
By having a website and a mobile application, the Broadway Café will overcome the geographic limitations of having a physical store in their area of service (Hu, 2012) . With a website and a mobile application, the Broadway café will gain new customers due to increased visibility (Sanaei & Sobhani, 2018) . This additional source of traffic will boost the sales of the company.
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A website and mobile application will help the organization lower its costs. Automated checkout, inventor management, billing, and payments reduce the number of staff required to run the café (Sanaei & Sobhani, 2018) . Some of these costs can be transferred to the customer in the form of discounted prices and loyalty programs (Hu, 2012) .
E-Business Strategy
An e-business strategy defines an organization’s short-term and long-term e-business objectives by implementing the appropriate digital technologies to manage its electronic communications both internally and externally to its customers, suppliers, and partners. In modern society, the internet plays an integral role in the way people conduct themselves and businesses (Sanaei & Sobhani, 2018) .
An e-business strategy offers an advantage to the Broadway Café consumers who are not located in urban centers. Irrespective of their location, an e-business strategy will open up new markets for the organization by developing products that are focused on expanding the organization’s consumer base. This can be done through activities such as search engine optimization (SEO) and content marketing to drive more traffic to the website (Sanaei & Sobhani, 2018) .
An e-business allows the Broadway Café to expand quickly. As the business grows in brick-and-mortar, some considerations such as more employees and logistics must be considered. However, with an e-business strategy, the Broadway Café can effectively manage its growth without having to be concerned about the aspects of its physical store (Sanaei & Sobhani, 2018) . E-business promotes a cashless system as consumers do not have to deal with cash, wait in long queues, and not be concerned about schedules (Baltzan, 2020) . This leads to cheaper and easier transactions with fewer opportunities for the business to make accounting errors.
Metrics to Measure the Broadway’s Café e-Business Website
Website traffic is the top-level metric that Broadway Café should consider in order to measure the success of their website (Sanaei & Sobhani, 2018) . Website traffic will provide valuable information to the management of the website is growing, declining, or stagnating (Baltzan, 2020) . The Broadway Café can use Google Analytics to measure website traffic once they have known the source of their traffic – organic, direct, and referral traffic (Sanaei & Sobhani, 2018) . The metric that should be looked at is the increase in traffic over time and the amount of time that new users have spent on the website.
The Broadway Café should also pay attention to the bounce rate of the website. According to Google, a bounce rate is the proportion of single-page visitors that go to one page before leaving the website (Sanaei & Sobhani, 2018) . The Broadway Café must know whether the visitors being driven on the website are staying, or they are leaving. The measure of the quality of content on a website is determined by the time people stay on the website. The longer visitors stay, the more content about the organization they are consuming (Baltzan, 2020) .
E-business Strategy to Partner with Suppliers
The trend towards globalization has forced manufacturers to adopt effective strategies to connect with suppliers and customers who are dispersed geographicall (Baltzan, 2020) y. According to research, effective supply chain management can improve an organization’s performance and competitiveness. The use of information and communication technology to encourage the flow and integration of information at various stages of the supply chain results in effective supply chain practices (Baltzan, 2020) . The use of an e-business strategy in supply chain management facilities the buying and selling of goods and services, providing superior customer service, delivering products and services to consumers on time and based on their preferences, and allows inter-organizational integration and collaboration in the production and flow of goods (Baltzan, 2020) . An e-business strategy supports the integration and collaboration between suppliers and consumers to interact by providing a richer and more personalized experience in the delivery of goods and services (Baltzan, 2020) .
Importance of a Portal to Employees
According to research and human resource professionals, good communication is vital to any relationship (Hu, 2012) . An employee portal is a tool that organizations use to improve employee experience, productivity, and retention. According to research, happier and more productive employees help drive sales and repeat business and provide superior customer service in an organization (Hu, 2012) . An employee portal provides relevant information to employees such as organizational policies, pay and benefits, career advice, and act as a tool where employees can find answers to their most pressing questions (Sanaei & Sobhani, 2018) . An employee portal also results in efficient HR operations by eliminating inbound inquires, questions, and requests by 50 percent (Sanaei & Sobhani, 2018) . The reduction of time spent at HR activities can be used for value-added pursuits that can deliver excellence to HR operations (Hu, 2012) .
An employee portal can be used by an organization to increase employee engagement. According to research, organizations with highly engaged workforces are 24 percent more profitable than those with low engagement (Sanaei & Sobhani, 2018) . The integration of modern communication technologies such as live chat in employee portals meets their changing needs and behaviors as they allow communication with HR, thus raising their engagement levels (Hu, 2012) .
The Use of Kiosks in the Café
To reduce wait times and increase customer throughput, the Broadway Café will incorporate as a self-service kiosk. An advantage of having a self-service kiosk is to improve order accuracy (Hu, 2012) . This eliminates the go-between between the kiosk and the kitchen. In the morning, when the customers are headed to work, self-service kiosks reduce the wait time during rush hours as they are trying to get to work on time (Sanaei & Sobhani, 2018) . The kiosk will ensure less waiting time, shorter lines, and result in result in a pleasant customer experience for both consumers and employees (Sanaei & Sobhani, 2018) .
Conclusion
With increased competition, small and medium enterprises must adopt e-business strategies and platforms in order to realize supply chain and customer management, and online trading that gives them a competitive edge in both local and global markets.
References
Baltzan, P. (2020). Business driven information systems (7th ed.). New York: McGraw-Hill Education.
Hu, Q. (2012). Strategy Research on E-Business for Small and Medium Sized Enterprises. 2012 International Conference On Industrial Control And Electronics Engineering . doi: 10.1109/icicee.2012.513
Sanaei, M., & Sobhani, F. (2018). Information technology and e-business marketing strategy. Information Technology And Management , 19 (3), 185-196. doi: 10.1007/s10799-018-0289-0
