STRATHMORE UNIVERSITY

E-Commerce System
Project
Tuskys Bakery & Confectionaries

Victor William Odhiambo : 046725

4/11/2011

www.tuskysbakery.co.ke
Contents
1 Introduction .......................................................................................................................................... 3
1.1 Tuskys Bakery and Confectionaries Company Profile ................................................................... 3
1.2 Products ........................................................................................................................................ 3
1.3 Business Objectives ....................................................................................................................... 3
1.4 E-Commerce Model & Customers ................................................................................................ 3
1.4.1 Revenue Stream .................................................................................................................... 4
1.5 E-commerce Rationale .................................................................................................................. 4
2 Requirements ........................................................................................................................................ 5
2.1 Functional Requirements .............................................................................................................. 5
2.2 Information/Data Requirements .................................................................................................. 6
2.2.1 Input Data: ............................................................................................................................ 6
2.2.2 Output Data: ......................................................................................................................... 7
2.2.3 Data for Mining: .................................................................................................................... 7
2.3 Other Requirements ..................................................................................................................... 7
2.4 Task Oriented Requirements ........................................................................................................ 7
2.4.1 The Current tasks .................................................................................................................. 8
2.4.2 Task Descriptions .................................................................................................................. 9
3 Technologies used............................................................................................................................... 17
4 Estimated Number of Website Hits .................................................................................................... 17
5 Website pages ..................................................................................................................................... 17
5.1 Homepage ................................................................................................................................... 17
5.2 Registration Page ........................................................................................................................ 18
5.3 FAQ Page ..................................................................................................................................... 18
5.4 Category Page ............................................................................................................................. 19
5.5 Product Page ............................................................................................................................... 19
6 References .......................................................................................................................................... 21
1 Introduction

1.1 Tuskys Bakery and Confectionaries Company Profile

Tuskys Bakery and Confectionaries is based in Nairobi , Kenya; it supplies baked goods locally and exports to
the neighboring East-African countries. I started Tuskys Bakery and Confectionaries in 2010. I originally
started with just baking bread but later expanded in cakes.

The history of Tuskys Bakery and Confectionaries is filled with continuous advancement in baking technology
and continuous introduction of new products.

1.2 Products
Tuskys Bakery and Confectionaries has a variety of products some of which include

• Various types of breads

• Buns
• Muffins
• Snack cakes
• Dessert cakes
• Decorated cakes and
• Wedding cakes

Bread products account for the majority of sales. The e-commerce I am seeking to build will be mainly
focused on dessert cakes.

1.3 Business Objectives

 Browse through the catalog for various products
 Can perform a search for a specific product
 To provide different modes of payment
 To provide for online reviews

1.4 E-Commerce Model & Customers

The site will go by the url: www.tuskysbakery.co.ke

Tuskys Bakery and Confectionaries provides dessert cakes to anyone who wishes to order them. The main
break down of customers is as follows:

The majority of cakes are bought by mothers, aged 25-45. They are considered the main clientele and the
target market. They are often influenced by their children during various occasions.

Businesses and companies purchase cakes for special occasions.

Retailers purchase cakes for re-selling.

Taking into account the various types of customers described above; the e-commerce site will be adopting a
business-to-business-to-customer model.

1.4.1 Revenue Stream

The revenue stream for the business will be mainly through the sale of cakes to both businesses and
individual customers.

The business is also thinking of venturing into online advertising whereby we allow other business in
different product lines to advertise through the business’s e-commerce site. This will provide Tuskys Bakery
and Confectionaries with an additional form of revenue stream.

1.5 E-commerce Rationale

Many customers are embracing the internet as a medium for purchasing products. The biggest advantage to
customers is the convenience, variety and flexibility.

To implement e-commerce requires the acquisition of technological equipment, related software, possibly
new or retraining of management staff and general on-going maintenance or upgrade. The cost of these is
probably the biggest deterrent to local companies embracing e-commerce as a means to increase revenue.
Travel Packages encourages consumers –who now have more spending power – to travel more and thus shop
abroad when local merchant don’t have an e-commerce facility.
Consumers-who are now more computer savvy and confident about online shopping are willing to pay more
for a product to benefit from the convenience of home delivery and brand names.
There is then, no question about the need and practicality of incorporating e-commerce to the services of
Tuskys Bakery and Confectionaries.
This e-commerce service, will demonstrate to customers the company’s readiness and ability to adapt to new
technology. Through an e-commerce portal for business, consumers will be able to relax and conduct
transaction at their own convenience. They will be able to get information about products-(details, reviews,
delivery)and share their own opinions.
They will also have to ability to “shop around” while remaining at one location before making a decision to
buy or feeling unwillingly persuaded into making a purchase.
By use of an e-commerce website, Tuskys Bakery and Confectionaries will be able to reach more customers,
increase brand awareness and increase their profits as well. Being the market initiator for E-commerce in the
Bread and Pastries industry, costs incurred in its implementation will be offset quickly as sales will increase
rapidly.
E-commerce will minimise financial lost due to delivery hold up –rampant in some areas, as orders from
retailers and individuals will be paid for online thus minimising the cash in hold by deliverymen.
2 Requirements

2.1 Functional Requirements

The proposed e-commerce system will be accessible to all internet users, local and foreign.
Users registered or not, will be able to browse designs, place orders and track the order of cakes until it is
delivered.
These will be made possible in the following ways:
1) View/browse cake designs by categories. These categories are designated by Tuskys Bakery and
Confectionaries, according to the theme of the design
 Character Cakes
 Valentines Day
 Easter Mother's Day
 Father's Day
 Sports
 Christmas
 No Sugar Added

Within each category will be the sub categories :

• Standard Designs – Designs available from the Tuskys Team of Designers
• Custom Designs - Designs supplied by customers which they have supplied. This category will be
populated with only designs from Customers who give Tuskys the right to use for promotion
purposes.
Comments from satisfied customers will also be published with their designs.
2) Search for cake designs using keywords/ product code.
3) Place orders for cakes:
 Selecting standard designs
 Combining different features offered by Tuskys to essentially create a custom design
4) Easy entry of credit card information with all security and privacy assured.
5) Order tracking. Users can log on and check whether the cake is in store, in transit, or delivered.
6) User Registration. For regular customers, data can be collected to enable personalization and
increase sales promotion. Allow users to view a history of their purchased cakes. Once the user has
set up an account, all transactions are stored and users are able to view whatever items they have
purchased with the company.
Allow users to register with the website. This account will be used in tracking purchases. Information
gathered will also assist in personalisation of the website. Based on the previous history of purchases,
special cake designs can be offered at certain times of year.
 7) Users are allowed to contact the company to make inquires/ lodge complaints/ send comments.
8) The system includes a Frequently Asked Questions (FAQ) page. This page provides information
about company policies, shipping information, payment information, account information.
9) The system provides a detailed description of each product as well as advertises specials.

2.2 Information/Data Requirements

Understanding and documenting data requirements is a critical component in the system development cycle.
Data is involved in every single process and missing a critical piece of data or data that have been wrongly
defined would create functional problems. Data requirements are necessary to efficiently carry out the
functional requirements which were mentioned in the previous subsection. The data requirements for the
system refer to the required inputs needed by the user and the outputs provided by the system to satisfy the
users’ needs.

2.2.1 Input Data:

Login information Username
Password

User Details Required:

Name
Delivery Address
Telephone
Email
Optional
Gender
Marital Status
Religion
Occupation
Payment Information Credit card type
Credit card number
Credit Card Expiration date
Billing Address
Order Design Code
Flavour
Size
Shape
Icing type
Background Colour
Trim Colour
Greeting
Delivery option and location
Date of delivery
Image

2.2.2 Output Data:

Receipt (Confirmation of purchase)
Tracking information
Purchase History
Product and pricing information

2.2.3 Data for Mining:

Customer:
Registration Data
Order Details
Product:
Product Details

2.3 Other Requirements

Users will be invited to provide some feedback via an online questionnaire after placing an order or to have
its link emailed to them. This will help analyse the efficiency, effectiveness and satisfaction of the website to
the user and help Tuskys Baking improve the site to achieve maximum Usability and attract optimum
revenues.

2.4 Task Oriented Requirements

The following are the tasks to be performed by customers when using the e-commerce site.
 Task Task Input Data Output Data Stored Data
#
1 Logging In Email Address Access to personalized
Password site
2 Browsing Menu options Menu item content
3 Searching for Keyword Product Details for
products Product Code items matching
keyword/Product Code
4 Registering a user Name (First & Last) E- Success Message Customer
account mail address Password Account
Full Address:- Information
Telephone number
Security Question
Security Answer
Optional Data
5 Placing Order for Order Details Thank You Message Order data
a Cake Delivery Info E-mail notification Delivery
Printable Invoice with Information
details & Order Tracking
6 Making Payment Payment Information Payment confirmation Payment Data
Card Type(DD List):
Name of Card Holder:
Card Number:
7 Tracking order Order tracking Status of the order Status of the order
number
8 Check purchase Register Login List of previous
history (Email and password) purchases.
9 Request Help Help Explanation/definition

2.4.1 The Current tasks

2.4.1.1 Mandatory Tasks

i. Browsing by category
ii. Searching by keyword
iii. Purchasing a cake
iv. Registering a user account
v. Tracking orders
vi. View purchase history
 2.4.1.2 Desirable/Future Tasks
i. Data mining of past purchases in order to offer personalised recommendations to registered users, both
on the website, and through emails. Data on the types of designs purchased, e.g. whether more children-
oriented, or sports-oriented, can be used to offer suggestions to customers on other cakes that they might
like, as well as, new cake designs of these types can be shown to these registered customers even before
they are advertised widely.
ii. To encourage children to interact with the website, by having a special children’s area where they can
design their own cake using an online interactive drawing tool. Children are one of the main driving
factors behind the dessert cakes, so by encouraging them, their parents are also encouraged to purchase
the cakes.
iii. Each customer to register the birthdays of their family members and other events on a personal user
calendar, to allow reminders to be emailed about their upcoming events, along with special offers, or
showcasing new designs.
iv. Business to Business model to facilitate local and foreign retailers/caterers to place orders and make
payments in all product Lines of Tuskys Bakery and Confectionaries.
v. System integration. At present after orders are taken by a CSR, multiple copies are produced and sent to
different departments. In the process, there are, though seldom, misinterpretation of order information
resulting in errors leading to customer compensations and company expenses.
vi. To facilitate different modes of payment of orders (eg. MPESA)

2.4.2 Task Descriptions

2.4.2.1 Task 1: Login

Performed by: Previously registered users.
Actual Task Performed: The user enters his User Name (Email Address) and Password
Task Flow:
Preceding Task:
1. Accessing the Website – via Facebook or direct website address
Succeeding Tasks:
1. View purchase history
2. Track order
3. Search
4. Browse
5. Place order
Task Products:
Users will be able to access their member account information.
User Problems:
Users login information not accepted. User cannot remember user name or password.

Task : Log In

Task # Task Frequency Display Input Comments

Requirements Requirements
1.0 Select Log In High Log in hyper- Click
Link link
1.1 Enter User High Label indicating Type user
name field and input name
1.2 Enter High Label indicating Type password
password field and input
1.3 Select Log in High Log in button Click
button

2.4.2.2 Task 2: Browse

Performed by: Any user of the website.
Actual Task Performed: Users browse the web site using the navigation system, to view different cake
designs or get more information
Task Flow:
Preceding Task:
1. Accessing the Website – via Facebook or direct website address
2. Searching

Succeeding Tasks:
1. Search
2. Place Order
3. Register
Task Products:
Users will be familiar with cakes available and options available to them for getting customized designs.
User Problems:
Users may have to wait too long for pages with multiple images to load completely.
Users are unable to find a specific design

Task :Browse
 Task Task Frequency Display Input Requirements Comments
# Requirements
2.0 Select Product High Menu options with Click on links
Category from hyperlinks

2.1 id
View Product High Hyperlink to Click on links
details product page

2.4.2.3 Task 3: Search

Performed by: Any user of the website.
Actual Task Performed: Users enter keywords into a search field. These keywords are compared with those
in a database, and the relevant products are returned.
Task Flow:
Preceding Task:
1. Accessing the Website – via Facebook or direct website address
2. Browsing
3. Register
4. Log in

Succeeding Tasks:
1. Browsing
2. Place Order
3. Register
Task Products:
Users will be given a listing of cakes which match their specified keywords to varying degrees.
User Problems:
Users may be presented with too many cakes due to a broad keyword. User may not enter a keyword which
does not produce any results. User may misspell words.

Task : Search

Task # Task Frequency Display Input Comments

Requirements Requirements
3.0 Enter search Moderate An input text Type search Products will
keywords box and label key words only be
to identify it as returned if they
the search box are associated
 3.1 Submit search Moderate Submit button Click
keywords
3.2 Select from Moderate Hyperlinks click User will be
the search taken to the
results appropriate
product page

2.4.2.4 Task 4: Register

Performed by: Any user of the website.
Actual Task Performed: Users enter their personal data in order to create a user account. All their
information is stored in a database. An email message is sent to the user’s email account containing their user
name and password.
Task Flow:
Preceding Task:
1. Accessing the Website – via Facebook or direct website address
2. Browsing
3. Searching
4. Place Order

Succeeding Tasks:
1. Log in
2. Place Order
3. Browsing
4. searching
Task Products:
Users will become an official member of the site, and will be allowed to access member-only information by
logging in.
User Problems:
User may not have an email address. User may enter information in the wrong text fields. Instructions may be
unclear to the user. Email confirmation may not be sent to the user.

Task : Register

Task # Task Frequency Display Input Comments

Requirements Requirements
 4.0 Select Register High Hyperlink Click
option
4.1 Enter High Label indicating Type surname Required
Surname field and input
4.2 Enter First High Label indicating Type first name Required
Name field and input
4.3 Enter Other Moderate Label indicating Type other
Names field and input names
4.4 Enter Address High Label indicating Type address Required
Line 1 field and input
4.5 Enter Address High Label indicating Type address
Line 2 field and input
4.6 Enter Address Moderate Label indicating Type address
Line 3 field and input
4.7 Enter Email High Label indicating Type email Required
address field and input address
4.8 Enter home High Label indicating Type 7-digit Required
phone number field and input phone number
4.9 Enter cell High Label indicating Type 7-digit Required
number field and input phone number
4.10 Enter Date of High Drop down Select a
Birth options for the number from 1-
4.11 Enter Gender High Radio button Select a radio
for Male and button
4.12 Enter reason for High Drop down Select a choice
usually buying listing the from the drop
cakes options to down
4.13 Select whether Moderate Radio button Select a radio
to sign up for the for yes and no button

4.14.1 ili li t
Submit High Button Click If any of the
information required fields
4.14.2 Clear Moderate Button Click Clears all the
information fields of user

2.4.2.5 Task 5: Purchase Cake

Performed by: Any user of the website
Actual Task Performed: User decides on the design of Cake required and places and order for it making
minor changes like background colour or border style and making payment in full.
Task Flow:
Preceding Task:
1. View Purchase History (Registered Users)
2. Browsing the catalogue of cakes making a final decision on the one to be purchased
Succeeding Tasks:
1. View Product Detail
2. Place order for Cake.
3. View details of purchase/order
4. Confirm details/ Edit Order
5. Make payment
Task Products:
Users will place an order for a cake and be informed of the details as they have selected.
User Problems:
Users unclear about some requirements in placing order
Users discover that there are errors in the details of the order
Users are unable to order multiple cakes at the same time.

Task :Purchase Standard Cake

Task Task Frequency Display Requirements Input Requirements Comments

#
5.1 View Very High Product Details: Click Order Now Button
Product Description; Dimension click the Return button
Details Minimum Req. Time; Cost
5.2 Order High Order Form: Enter data as required Register
(Text fields, d’down lists) Users’ data
Product Details Select from drop down list will be the
(according to where necessary default
Flavour Calendar Data
Size Shape Icing type Section
Background Colour Trim
Colour Greeting
5.3 View Order High Purchase Order Document
Details (PDF format)
 5.4.1 Confirm High Confirm Button Click Confirm Button
Order
5.4.2 Edit Order High Edit Button Click Edit Button
Order data (see 5.2 above)

5.5 Make High Payment Form: Type in data where Reg Users
Payment Card Type(DD List): Name of necessary Data will be
Card Holder: Card Number: Select from DD List defaulted
Expiry Date:

2.4.2.6 Task 6: Make Payment

Performed By: Users who are ordering cakes
Actual Task Performed: User supplies Data to authorise payment for order placed.
Task Flow:
Preceding Task:
1. Place order
2. View Privacy/Security Policy
Succeeding Tasks:
1. Confirm Order
2. Enter payment details
3. Browse
Task Products:
Knowledge of Order Status.
User Problems:
First time users may be unclear as to how to find the status of their order.

Task :Making Payment

Task Task Frequency Display Requirements Input Comments

# Requirements
Confirm High Confirm Button Click Confirm
6.1 Order Button
Enter High Payment Form: Type in data Reg Users Data will be
6.2 Payment Card Type(DD List): where necessary defaulted
Details Name of Card Holder: Select from DD
Card Number: List

2.4.2.7 Task 7: Track Order

Performed by: Registered user
Actual Task Performed: User supplies Order Tracking Number to learn which of the following stage an
order is at :
Order confirmed
In production
In Transit
Awaiting pickup.
Delivered.
Task Flow:
Preceding Task:
1. Place order
Succeeding Tasks:
1. Access Tracking Order Form
2. Track Order
3. Browse
Task Products:
Knowledge of Order Status.
User Problems:
First time users may be unclear as to how to find the status of their order.

Task :Tracking an Order

Task Task Frequency Display Requirements Input Comments

# Requirements
Acess Order High Track Order Link Click Link
7.1 Tracking
Enter High Order Track Form Type in Order Registered Users’ will
7.2 Order Text Field Tracking Number have a dropdown list of
Tracking Order Tracking Number Click Track Order tracking order numbers
Number Button for outstanding orders.

2.4.2.8 Task 8: Check Purchase History

Performed By: Registered Users
Actual Task Performed: User browses past transaction with the Kiss Baking Company since registering with
the site.
Task Flow:
Preceding Task:
 1. Member Registration
2. Log In
Succeeding Tasks:
1. View Purchase History
2. Browse
3. Purchase Cake
Task Products:
Knowledge of All purchases made as a Registered Member.
User Problems:
Unable to access Purchase History

Task :Check Purchase History

Task Task Frequency Display Input Comments

# Requirements Requirements

View Purchase High Past Orders Sort By

8.1 History details Selection
Print Button Click Print

3 Technologies used
In order to develop an e-commerce website, a number of Technologies will be required. These include multi-
tiered architecture, server and client side scripting techniques, implementation technologies such as
ASP.NET, programming language (such as C#, VB.NET), relational databases (such as MySQL, Access).

4 Estimated Number of Website Hits

1st Year 2nd Year 3rd Year 4th Year 5th Year
50,000 hits 100,000 hits 150,000 hits 200,000 hits 200,000 hits

5 Website pages

5.1 Homepage
On this page, users will be presented with any specials which are currently offered. The logo, business name
and tag line appear at the top. On the top right hand corner is a series of links which are standard on all pages,
and allowing users to register, log in, return to the home page, or view the site map. On the left is a menu
which allows users to browse the cakes by different categories. There is also a horizontal menu containing
information about the company. At the bottom gives a link to the Privacy policy, and the date the page was
last updated. There is also a link by which users can visit and join the Facebook site of Tuskys Bakery and
Confectionaries

5.2 Registration Page

This page allows users to enter their personal information. When this information is submitted, an email is
sent to the user with their user name and password, which can be used to later log in to the site to access
their purchase history and other account details.

5.3 FAQ Page

This page contains a list of frequently asked questions relating to Tuskys Bakery and the usage of the website.
The answers to the questions are located in the bottom half of the page. By clicking on the question, the user
is taken directly to the location of the answer. There are also links placed along the page to take the user back
to the question section at the top.

5.4 Category Page

When the user selects a category or cake from the left menu, they will see a page similar to the one below. The
category page contains a grid layout of all the cakes in that category. Only a picture, the name and price are
shown, along with a link to view more details, and a button to go directly to the order page.

5.5 Product Page

In order to place an order for a cake, the user is guided through several pages, each requiring a different set of
data to be inputted. The order page is reached by clicking on the “Order Now” button on any of the cakes.

a) The first page requests the user to enter or select information relating to the cake order.
b) After the user selects this information and clicks on next, they are taken to a page in which they
either log in, if they are already registered users, or they enter their personal details.

c) After signing in or selecting “Next” the final page is presented in which the users enter their payment
information. When the user clicks on “Finish” an email will be sent to them with their order details.
6 References
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SIGecom Exchanges, Volume 2 Issue 1.
 Morrison, M., Morrison, J., and Keys, A. (2002). Integrating Web Sites and Databases.
Communications of the ACM, September, Volume 45, Issue 9.
 Kubilus, N. J. (2000). Designing an e-commerce site for users. September 2000, Crossroads, Volume 7
Issue 1.
 Norman, D.A. The Design of Everyday Things. Doubleday, New York, 1994.
 Tilson, R., Dong, J., Martin, S., Kieke, E. (1998). A comparison of two current ecommerce sites.
September, Proceedings of the 16th annual international conference on Computer documentation.