The E-Business Formula for Success: How to Select the Right E-Business Model, Web Site Design, and Online Promotion Strategy for Your Business

360 Pages·2001·2.95 MB·English

by  Susan Sweeney

The e-Business
Formula for “Shows you how to
apply the proven ‘e-
Success business formula for
success’ to any new
or existing business
How to Select the Right Model, Web Site Design, and
of any size.”
Promotion Strategy forYoure-Business
Susan Sweeney, C.A.
THE E-BUSINESS FORMULA
FOR SUCCESS
Other Titles of Interest From Maximum Press
Marketing on the Internet, Fifth Edition: Zimmerman, 1-885068-49-2
Business-to-Business Internet Marketing, Third Edition: Silverstein,
1-885068-50-6
Marketing With E-Mail, Second Edition: Kinnard, 1-885068-51-4
101 Ways to Promote Your Web Site, Second Edition: Sweeney,
1-885068-45-X
Internet Marketing for Less Than $500/Year: Yudkin, 1-885068-52-2
Internet Marketing for Your Tourism Business: Sweeney, 1-885068-47-6
Internet Marketing for Information Technology Companies: Silverstein,
1-885068-46-8
Exploring IBM ~ iSeries and Personal Computers, Eleventh Edi-
tion: Hoskins, Wilson, 1-885068-39-5
Exploring IBM RS/6000 Computers, Tenth Edition: Hoskins, Davies,
1-885068-42-5
Exploring IBM ~ iSeries and AS/400 Computers, Tenth Edition:
Hoskins, Dimmick, 1-885068-43-3
Exploring IBM S/390 Computers, Sixth Edition: Hoskins, Coleman,
1-885068-28-X
Building Intranets With Lotus Notes and Domino 5.0: Krantz, 1-885068-41-7
For more information, visit our Web site at www.maxpress.com
or e-mail us at [email protected]
THE E-BUSINESS FORMULA
FOR SUCCESS
How to select the right e-Business model, Web site de-
sign, and online promotion strategy for your business
Susan Sweeney
MAXIMUM PRESS
605 Silverthorn Road
Gulf Breeze, FL 32561
[phone]
www.maxpress.com
Acknowledgements
This book was very much a team effort and I would like to extend my
thanks to Ed Dorey, Andy MacLellan, and Matt Bell—part of the dyna-
mite team at Connex Network. It was an extremely busy year, but we did
it! Thank you for your time and dedication on this project.
Special thanks to my mom and dad, Olga and Leonard Dooley.
As always, special thanks to my husband Miles, and our three wonder-
ful children—Kaitlyn, Kara, and Andrew—for their love, encouragement
and ongoing support. Love you more than the last number.
Thanks to Maximum Press. As always, it has been a pleasure to work
with Jim Hoskins and Donna Tryon. Thanks to ReNae Grant of
PageCrafters for all her support and patience. I look forward to working
on future projects with you all.
I would like to end by thanking all those individuals and organizations
that share their information so freely with everyone on the Net. Sites like
WilsonWeb.com (http://www.wilsonweb.com/), E-commerce Times (http://
www.ecommercetimes.com/), Portals like Internet.com (http://
www.internet.com/), About.com’s e-Business section (http://
ebusiness.about.com/industry/ebusiness/mbody.htm) and great newsletters such
as AudetteMedia’s I-Sales and I-Search, as well as WebPromote Weekly (http:/
/www.webpromote.com/), ICONOCAST (http://www.iconocast.com/) and
iEntry’s WebProNews are all truly invaluable resources.
Disclaimer
The purchase of computer software or hardware is an important and costly
business decision. While the author and publisher of this book have made
reasonable efforts to ensure the accuracy and timeliness of the information
contained herein, the author and publisher assume no liability with respect
to loss or damage caused or alleged to be caused by reliance on any infor-
mation contained herein and disclaim any and all warranties, expressed or
implied, as to the accuracy or reliability of said information.
This book is not intended to replace the manufacturer’s product docu-
mentation or personnel in determining the specifications and capabilities of
the products mentioned in this book. The manufacturer’s product documen-
tation should always be consulted, as the specifications and capabilities of
computer hardware and software products are subject to frequent modifica-
tion. The reader is solely responsible for the choice of computer hardware
and software. All configurations and applications of computer hardware
and software should be reviewed with the manufacturer’s representatives
prior to choosing or using any computer hardware and software.
Trademarks
The words contained in this text which are believed to be trademarked,
service marked, or otherwise to hold proprietary rights have been desig-
nated as such by use of initial capitalization. No attempt has been made to
designate as trademarked or service marked any personal computer words
or terms in which proprietary rights might exist. Inclusion, exclusion, or
definition of a word or term is not intended to affect, or to express judg-
ment upon, the validity of legal status of any proprietary right which may
be claimed for a specific word or term.
Your “Members Only” Web Site
The Internet world changes every day. That’s why there is a companion Web
site associated with this book. On this site you will find updates to the book
and other Web site promotion resources. However, you have to be a member
of the “e-Business Formula Insider’s Club” to gain access to this site.
When you purchased this book, you automatically became a member
(in fact, that’s the only way to join), so you now have full privileges. To get
into the “Members Only” section of the companion Web site, go to the
Maximum Press Web site located at www.maxpress.com and follow the
links to the companion Web site for “e-Business Formula for Success.”
When you try to enter, you will be asked for a user ID and password. Type
in the following:
(cid:127) For your user ID enter: formula
(cid:127) For you password enter: cold
You will then be granted full access to the “Members Only” area. Visit
the site often and enjoy the updates and resources with our compliments—
and thanks again for buying the book. We ask that you not share the user
ID and password for this site with anyone else.
Publisher: Jim Hoskins
Manager of Finance/Administration: Donna Tryon
Production Manager: ReNae Grant
Cover Designer: Lauren Smith Designs
Compositor: PageCrafters Inc.
Copyeditor: Andrew Potter
Proofreader: Kim Stefansson
Indexer: Susan Olason
This publication is designed to provide accurate and authoritative information in regard to
the subject matter covered. It is sold with the understanding that the publisher is not en-
gaged in rendering professional services. If legal, accounting, medical, psychological, or
any other expert assistance is required, the services of a competent professional person
should be sought. ADAPTED FROM A DECLARATION OF PRINCIPLES OF A JOINT
COMMITTEE OF THE AMERICAN BAR ASSOCIATION AND PUBLISHERS.
Copyright 2001 by Maximum Press.
All rights reserved. Published simultaneously in Canada.
Reproduction or translation of any part of this work beyond that permitted by Section 107
or 108 of the 1976 United States Copyright Act without the permission of the copyright
owner is unlawful. Requests for permission or further information should be addressed to
the Permissions Department, Maximum Press.
Recognizing the importance of preserving what has been written, it is a policy of Maximum
Press to have books of enduring value published in the United States printed on acid-free
paper, and we exert our best efforts to that end.
Library of Congress Cataloging-in-Publication Data
Sweeney, Susan, 1956-
The e-business formula for success : how to select the right
e-business model, web site design, and online promotion strategy for
your business / By Susan Sweeney.
p. cm.
Includes index.
ISBN 1-885068-77-8 (alk. paper)
1. Electronic commerce. 2. Internet marketing. 3. Internet
advertising. I. Title.
HF5548.32 .S94 2001
658.8’4—dc21
2001000317
Table of Contents vii
Table of Contents
Part 1: Understanding e-Business
Chapter 1:
e-Business Overview 3
What Is e-Business? ........................................................................... 4
Industry Overview............................................................................. 5
Chapter 2:
Demystifying e-Business Myths 8
Myth #1 “Anyone Can Build a Web Site.” ........................................ 8
Myth #2 “If You Build It, They Will Come.” .................................. 10
Myth #3 “My Online Store Will Offer the Same Products and
Services as My Offline Store.” ..................................................... 11
Myth #4 “My Web Developer Takes Care of That.”....................... 11
Myth #5 “My Web Site is the Same As My Corporate Brochure.”.. 12
Myth #6 “E-business is e-Business is e-Business.” ........................... 13
Chapter 3:
The e-Business Formula 14
Understanding the Formula ............................................................. 14
Everyone is Different ....................................................................... 15
Applying the Formula...................................................................... 16
vii
viii THE E-BUSINESS FORMULA FOR SUCCESS
Chapter 4:
Laying the Foundation 18
Some Things to Consider................................................................. 18
Taking Payment............................................................................... 20
The Advantages of Taking Online Payments ................................... 20
Acquire an Internet Merchant Account ........................................... 21
Protecting Your Customers.............................................................. 23
Locate a Payment Processing Company........................................... 25
Storefront Solutions......................................................................... 27
Select Storefront Features That Meet Your Objectives..................... 28
Shopping Cart.......................................................................... 28
Backend Integration ................................................................ 29
Thumbnail Image Capability................................................... 30
Searchable Product Database .................................................. 30
Tax Calculations...................................................................... 31
Shipping and Delivery Options................................................ 31
Automatic Purchase Notification............................................. 34
Customer Email Notification................................................... 34
Order Tracking........................................................................ 35
Customer Information............................................................. 35
Ship-to Addresses..................................................................... 36
Technical Support.................................................................... 36
Tracking and Report Generation............................................. 37
Payment Platforms .................................................................. 37
Promotions and Discounts ...................................................... 38
Third-Party Support ................................................................ 39
Domain Name Support and Storefront Hosting ...................... 40
Maximum Product Limit......................................................... 40
Digital Content Sales............................................................... 40
Template Customization.......................................................... 41
International Options.............................................................. 41
Flexibility and Value-Add Components ................................... 41
Use a Storefront Template Service.................................................... 43
Using an ASP................................................................................... 46
Purchase Storefront Development Software..................................... 46
Program and Develop Your Own Storefront ................................... 48
Table of Contents ix
Use a Hybrid Storefront System....................................................... 50
Customer Service............................................................................. 50
Internet Resources for This Chapter................................................ 51
Part 2: The Right e-Business Model
Chapter 5:
e-Business Model 1—Electronic Order Taking 55
Is Model 1 for You?......................................................................... 55
Exploring e-Business Model 1.......................................................... 56
Ordering Alternatives ...................................................................... 57
Behind the Scenes ............................................................................ 59
Chapter 6:
e-Business Model 2—Accepting Electronic Payment 60
Is Model 2 for You?......................................................................... 60
Exploring e-Business Model 2.......................................................... 62
Chapter 7:
e-Business Model 3—Storefront Selection
and Payment Automation 67
Exploring e-Business Model 3.......................................................... 67
Who Uses e-Business Model 3?........................................................ 68
Before You Get Started.................................................................... 69
Storefront Solutions Recap .............................................................. 71
Storefront Template Service..................................................... 71
Using ASP Services .................................................................. 79
Storefront Development Software............................................ 82
Developing Your Own Storefront and Hybrid Solutions ......... 88
Other Considerations ...................................................................... 88