18(a) Describe the mission/purpose of your proposed gTLD
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Q18 - Mission⁄Purpose
1. The Original: pioneering spirit leads to success.
You have to take risks if you want to shape the future. WERKHAUS GmbH as a part of the BAUHAUS Group has always known this. Thatʹs why our corporate values include a willingness to take risks and pioneering spirit. More than 50 years ago, it was us that brought the do-it-yourself idea to Germany. Anyone looking for tools or construction materials at that time would have to traipse from one specialist shop to another. With an innovative concept, BAUHAUS introduced relaxed shopping under a single roof. Eventually, this pioneering spirit asserted itself throughout Europe and has since found many imitators. As the ʺOriginalʺ BAUHAUS is still one of the best in Europe. That means that private customers, craftsmen and small businesses not only in Germany but also in Austria, Bulgaria, Croatia, the Czech Republic, Denmark, Estland, Finland, Hungary, Iceland, Norway, Slowenia, Spain, Sweden, Switzerland and Turkey find a broad range of quality products. And BAUHAUS is still on the look out for new locations.
2. The concept: best selection, top quality, reasonable prices and close at hand.
The basis for a good business idea is a well thought through concept. With its customer-centric specialist range and clearly presented goods BAUHAUS laid the foundation for success. In more than 220 branches in Europe our customers find everything they need for workshop, house and garden in our bright, friendly and easy-to-reach branches. More than 120,000 products in 15 specialist departments and comprehensive services speak a clear language. For us, it is particularly important that the product range is up to date. At BAUHAUS our customers not only find the tried-and-tested BAUHAUS quality products as well as brand products of leading manufacturers, they also find the latest trends.
3. The philosophy: with team spirit for more customer proximity.
A good philosophy needs to be implemented with team spirit, creativity and consistency. But above all it needs employees that understand this and bring it to life. Thatʹs why at BAUHAUS the customers and employees are at the center of everything we do. From the selection of locations, the range of goods and value for money to quality assurance, advice and service offering we always put our customers first. For us, professionally trained staff and satisfied customers are important. And to make sure things stay that way in future, BAUHAUS favors lean management and a high level of employee qualification. All this makes shopping at BAUHAUS to a retail experience away from mass consumption.
To ensure that only environmentally-friendly wooden products are sold, BAUHAUS has for many years voluntarily undertaken to sell neither uncertified tropical woods nor wooden products from illegal tree-felling areas and instead to only sell wooden products from sustainable forests. BAUHAUS suppliers have made the same undertaking. BAUHAUS was and is thus constantly endeavored to do justice to its entrepreneurial responsibility, also in the sense of an environmentally-compatible timber industry.
5. Common future: attractive, flexible and on the cutting edge.
Flexible, open concepts and a rigorous focus on quality are the future. BAUHAUS has clearly recognized this and successfully put it into practice. The more than 250 branches throughout Europe stand for targeted growth that makes both economic and structural sense. The employees in the expansion department are therefore constantly on the look out for suitable locations. Not only in Germany, but with the continuing enlargement of the EU in Europe too. We have our eye not only on land and commercial property, but also on possible takeovers. To the benefit of job seekers, craftsmen and small businesses across Europe.
6. Our mission in the operation of the .bauhaus gTLD
With a nTLD .bauhaus we intend to strengthen our brand and to increase our customerʹs and the Internet Communityʹs loyalty and trust. It is our goal to protect our trademark as well as the reputation of our company. Our own TLD will tie together various elements of our brand architecture and will place us as innovation leaders within our sector. With an own TLD our customers and Internet users will receive a seal of quality that a website with our TLD is secure. Plus Internet users seeking reliable first-hand information about our products or our company will benefit largely from the possibility to restrict the search space to the contents of .bauhaus domains. A great advantage of an own nTLD is that it will allow us to create short and easily memorable domain names. We are expecting an ease of access, for example when people use their mobile phones to connect to the Internet, accessing content online will be much easier thanks to the new domain names. Online marketing will gain many new opportunities, as for example new online marketing campaigns can be created with customized URLS with the .bauhaus brand extension, offering a wide range of eye-catching slogans. Moreover the own TLD will give us the opportunity to have full control over our Internet presence which is very important to us. ʺBAUHAUSʺ will enable the WERKHAUS GmbH to choose whether to restrict the use of the TLD to departments within the company or whether to allow our partners or resellers to use the brand TLD for company-approved purposes. Therefore we will be able to establish our own requirements and policies that ensure the seal of quality is met at any time. In addition to that, operating a new TLD of our own will give us an important competitive advantage. Customers, resellers, and partner companies that are awarded .bauhaus domains are clearly visible for their customers, potential customers, and the Internet Community as a whole as selected and competent enterprises.
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