Post on 07-Jan-2017
Chapter 16
Launching a Successful
Online Business
Chap 16:Launching Online Business© Prentice Hall, 20042
Table of Content
Learning Objectives
OBODoing Business: Getting StartedDoing Business: Building the Web Site
Web Site HostingContent Creation and Management
Web Site DesignWeb Site Construction
Web Site Promotion
Customer Relationship Management
Managerial Issues
Summary
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Learning Objectives
1. Understand the fundamental requirements for initiating an online business.
2. Describe the funding options available to startup businesses.3. Evaluate the options for hosting Web sites.4. Understand the processes and business decisions associated
with managing Web site development.5. Understand the importance of providing content that meets
the needs and expectations of the intended audience.6. Evaluate Web sites on design criteria such as appearance,
navigation, consistency, and performance.7. Know the techniques of search engine optimization to obtain
high placement in search engines.8. Understand the benefits of customer relationship
management through customer self-service, listening to customers, and increasing trust.
Home
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OBO Sets Its Goals for Success
The ProblemOBO sells protective gear for field hockey goalkeepers OBO’s unique three-dimensional thermo-bonding manufacturing process produces equipment that is shaped to reflect the way the body moves By manufacturing a quality product and listening to the customer, OBO has become the market leader
OBO is based in a small provincial town in New Zealand that is a very long way from its principal markets OBO sells a niche product that is best sold thorough agents or stores to ensure a proper fit How does OBO use its Web site to market an experiential product to a global market from New Zealand?
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The SolutionThe goals of the obo.co.nz Web site are:§ community building§ product sales§ research and development
Community building happens through:§ online discussion forums§ sponsored players§ an image gallery
The principal marketing and sales goal of the Web site is to:§ convince the visitor of the
value of the product§ direct the customer to a
store or agent to make the purchase
OBO Sets Its Goals for Success(cont.)
The Web site is a support mechanism for the brand and the sale of equipment through the agents
Research and development goal is met through:§ online surveys§ solicitation of players’
opinions of the products
§ focus groups
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The Results
The OBO Web site is most successful at community building
The site also builds community by promoting a goalie-friendly approach to OBO’s customers Online product sales are modest because the Web site supports, not competes, with OBO’s agent network
Online sales are expected to grow because OBO has introduced a new line of clothes designed to be sold exclusively through the Web site
The focus groups deliver high-value feedback at almost no cost
The discussion forums contribute to both community building and feedback about OBO’s product
OBO Sets Its Goals for Success(cont.)
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What we can learn…
A small company with a great product is using its Web site to reach its target markets in distant countries OBO is using the site to support business goals, as well as to meet the needs and expectations of its target audience
The Web site is simple and well designed, includes:§ “attractors” that
encourage customer interaction and keep customers coming back
§ content that promotes cross selling
§ effectively promotes sustainable customer relationships
Home OBO Sets Its Goals for Success(cont.)
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Doing Business Online:Getting Started
Identifikasi kebutuhan konsumer dan kebutuhan bisnis.Investigasi PeluangKenali kemampuan yang dimiliki agar sesuai dengan kebutuhan.
Requirements that reflect the online nature of a business:
Kebutuhan untuk mengerti tentang budaya Internet.Pertimbangan produk dan jasa yang cocok.
Business formation process:
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Business plan:Dokumen tertulis yang mengidentifikasi tujuan perusahaan dan menegaskan bagaimana perusahaan mencapai tujuannya.
Doing Business Online: Getting Started (cont.)
Business case:Dokumen yang digunakan untuk membenarkan investasi sumber daya internal serta sumber daya organisasi untuk aplikasi dan project yang lebih spesifik.
E-business planning
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Business case:• Business case template
includes:• Goals• Cost savings• New revenue• Extra benefits• Cost of the solution• Net benefits• Recommendation
Doing Business Online: Getting Started (cont.)
Penjelasan spesifik apa yang ingin dicapai dari bisnis.Perhitungan atas biaya yang dapat dihemat dalam bisnis.
Tambahan revenue baru yang akan didapat.Tambahan benefit yang berkaitan dengan project.Cost yang keluar sehubungan dengan projectPerhitungan laba bersih per periodeRangkuman keputusan yang direkomendasikan
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Venture capital (VC):Money invested in a business by an individual or a group of individuals (venture capitalists) in exchange for equity in the business
Funding The Online Business
Doing Business Online: Getting Started (cont.)
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Angel investor:A wealthy individual who contributes personal funds and expertise at the earliest stage of business development
Incubator:A company, university, or not-for-profit organization that supports businesses in their initial stages of development
Doing Business Online: Getting Started (cont.)
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Home
1. Jelaskan tentang formation process.
2. Jelaskan tentang business plan dan business case serta bagaimana kontribusi keduanya terhadap keberhasilan.
3. Jelaskan tiga alternatif sumber dana.
Review Question Getting Started
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Doing Business Online:Building the Web SiteClassifications of Web sites
Informational Web site:A Web site that does little more than provide information about the business and its products and services
Interactive Web site:A Web site that provides opportunities for the customers and the business to communicate and share information
vtwheaterworks.com
www.varas.co.ck
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Attractors:Web site features that attract and interact with visitors in the target stakeholder groups.
Transactional Web Site:A Web site that sells products and services
Doing Business Online:Building the Web Site (cont.)
eat.com
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Building the Web site
1. Select a Web host
2. Register a domain name
3. Create and manage content
4. Design the Web site
5. Construct the Web site and test
6. Market and promote the Web site
Doing Business Online:Building the Web Site (cont.)
Home
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Home
1. Bedakan empat klasifikasi tentang website.
2. Jelaskan enam langkah dalam membangun Web Site.
Review Question Building The Web Site
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Web Site HostingWeb hosting options:
Storebuilder service:A hosting service that provides disk space and services to help small and micro businesses build a Web site quickly and cheaply
ISP hosting service:A hosting service that provides an independent, standalone Web site for small- and medium-sized businesses Tabel
Store.yahoo.com
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Web hosting service:A dedicated Web site hosting company that offers a wide range of hosting services and functionality to businesses of all sizes
Mirror site:An exact duplicate of the original Web site, but it is physically located on a Web server on another continent
Web Site Hosting(cont.)
Tabel
Indohoster.com
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Co-location:A Web server owned and maintained by the business is placed in a Web hosting service that manages the server’s connection to the Internet
Self-hosting:When a business acquires the hardware, software, staff, and dedicated telecommunications services necessary to set up and manage its own Web site Tabel
Web Site Hosting(cont.)
Centrin.net.id
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Contracting the Web host
The search for an ISP host:
contacting local ISPs for informationasking others in the business community for recommendationsconsulting with local telecommunications and computer user groups
Consider:service quality measuresguaranteed uptimenumber of clientscurrent traffic ratessoftware support securitysite traffic analysistechnical support servicescosts
Web Site Hosting(cont.)Back
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Registering a domain nameDomain name:
A name-based address that identifies an Internet-connected server
Domain name registrar:A business that assists prospective Web site owners with finding and registering a domain name of their choice
Top Level Domain Name :
• Commercial business ( .com or .biz)• Not-for-profit business (.org or .info)• Government and Military (.go or .mil)
Web Site Hosting(cont.)
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Selecting a good domain name: Make it memorable
Make it easy to spellAvoid numbers and special charactersKeep it short and sensibleBe flexibleThink about the futureGive products their own nameInvestigate the competitionAvoid trademarked names
Web Site Hosting(cont.)
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Home Review Questions Web site Hosting
1. Jelaskan tentang berbagai macam web hosting.
2. Kriteria yang harus dipertimbangkan untuk memilih web hosting service.
3. Jelaskan tentang domain name.
Back
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Benefit : Limitation :
Store Builder Service • Build website quickly and cheaply.
• Lack of a strong online identity (template).
ISP Hosting Service • Independent stand alone. • Most provider has limited functionality.
Web Hosting Service • All services included • More expensive.
Mirror Site • Reduce telecommunication cost
• Expensive.
Co-Location • Max control without need specialized staff.
• Expensive.
Self - Hosting • Maximum control and security.
• Most Expensive
Back
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Content Creation and Management
Content:The text, images, sound, and video that make up a Web page
Commodity content:Information that is widely available and generally free to access on the Web
Premium content:Content not available elsewhere on the Web
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Content Creation and Management(cont.)
How Web Visitors Evaluate ContentCriteria (and related ”subcriteria”) Explanation
• Relevance (applicable, related, and clear)
Ø Concerned with issues such as relevancy, clearness, and “goodness” of the Information
• Timeliness (current, continuously update)
Ø Concerned with the currency of the information
• Reliability (Believable, accurate, consistent)
Ø Concerned with the degree of accuracy, dependability, and consistency of the information
• Scope (Sufficient, complete, covers, detailed)
Ø Evaluates the extent of information, range of information, and level of detail provided by the website.
• Perceive (informative, valuable, instrumental)
Ø Visitor’s assessment of the likehood that the information will enhance their purchasing decision.
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Cross selling:Offering similar or related products and services to increase sales
Up selling:Offering an upgraded version of the product in order to boost sales and profit
Content Creation and Acquisition
Promotion:secondary content that can increase sales or improve customer service
Comment:further explanation about the product can be offered after introducing the product
Content Creation and Management(cont.)
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Creating contentcollecting all currently available contentvalue of additional content is assessed for inclusion in the Web siteconsider how content will serve the site’s goals and whether customers expectedcreated by customers through reviews etc.
Buying contentContent can be purchased or licensedOutside sources Content should be supplemental contentIf primary content is purchased and no value is added, visitors will go to the originating site and not return
Content Creation and Management(cont.)
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Personalizing contentPersonalized content:Web content that is prepared to match the needs and expectations of the individual visitor
Delivering content by e-newsletter
E-newsletter: A collection of short, informative articles sent at regular intervals by e-mail to individuals who have an interest in the newsletter’s topic
Content Creation and Management(cont.)
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Writing effective content
5. Consistency in site content can be achieved using a style guide
6. Make the material available in a .pdf file when necessary
7. Create compelling links that encourage a reader to click
8. External links can offer good content for visitors
9. Avoid material that is not highly valued by customers
1. Write scannable text2. Break long sections
into smaller ones with clearly noted headings
3. Grab the reader’s attention at the beginning of every page and section
4. Write in a tone and with language that reflects the purpose of the material
Content Creation and Management(cont.)
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Content managementContent Creation and Management
(cont.)
The process of adding, revising, and removing content from a Web site to keep content fresh, accurate, compelling, and credible
Content removalExpired pages should be deleted or moved to an off-line location that can serve as an archive
Content testing—frequent checks of material for:
AccuracyClarityTypos
poor punctuationmisspelled wordsinconsistencies
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Content Creation and Management(cont.)
Content management software
Allows nontechnical staff to create, edit, and delete content on the company’s Web site
Purchasing a content management software
1. Do a thorough needs analysis
2. Document requirements and discuss with at least two companies that have purchased a CMS
3. Start small with CMS that has a trial version or low entry cost
4. Assess the system after 30 days
5. Repeat the assessment process regularly
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Home Review Questions Content Management
1. Jelaskan apa yang dimaksud dengan content.
2. Hal apa saja yang akan dievaluasi oleh visitor tentang content.
3. Selain memberikan informasi tentang produk, jelaskan tujuan lain yang ingin dicapai
4. Jelaskan mengenai content yang efektif.
Back
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How Web Visitors Evaluate Web Site DesignCriteria (and related ”subcriteria”) Explanation
• Access (responsive, loads quickly)
Ø Refers to the speed of access and the availability of the web site at all time
• Usability (simple layout, easy to use, well organized, visually attractive, fun, clear design)
Ø Concerned with the extent to which the web site is visually appealing, consistent, fun, and easy to use.
• Navigation Ø Evaluates the links to needed information
• Interactivity (customized product, search engine, and find related items)
Ø Evaluates the search engine and the personal features (e.g. shopping cart) of the web site.
Web Site Design
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Web Site DesignThe goal of any Web site is to deliver quality content to its intended audience and to do so with an elegant design 1. Navigation
2. Consistency3. Performance4. Appearance5. Quality assurance6. Interactivity7. Security8. Scalability
Web site design criteria:
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Web Site Design (cont.)
Information architecture
How the site and its Web pages are organized, labeled, and navigated to support browsing and searching throughout the Web site
Site structure is:hierarchicalcircular linear
Getting the homepage right is criticalAll pages within the site should link back to the homepage
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Web Site Design (cont.)
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Web Site Design (cont.)
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Organizing and labeling the site support browsing and searching:
Web Site Design (cont.)
Obey the three-click rulePlace the most important content at the top of the pageKeep pages shortKeep page layouts simpleFollow commonsense publishing rulesMake the primary content easy to findShow the products in many ways
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Site navigationWeb Site Design (cont.)
Aids that help visitors find the information they need quickly and easily
§ The simplest navigation aid is a navigation bar at the top and bottom of each page
§ Frame: An HTML element that divides the browser window into two or more separate windows
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Other suggestions for designing successful Web site navigation:
Web Site Design (cont.)
Use small lists and menusDo not rely entirely on graphical images for navigationMake the homepage easy to findIntegrate navigation into contentAvoid framesFollow accessibility guidelines
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Web Site Design (cont.)
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ConsistencyWeb Site Design (cont.)
Look and feel:The elements that visually distinguish a site from any other, including layout, typeface, colors, graphics, and navigation aids
Elements of page content also should be consistent:
company logocontact informationshort, descriptive title
Design a Web site for all of these browsers, but to use designated World Wide Web Consortium standards
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PerformanceWeb Site Design (cont.)
Speed ranks at or near the top of every list of essential design considerations
The most widely recognized cause of long download times is a large graphic or a large number of small graphics on a single page
12-second rule: Every page on the Web site should appear within 12 seconds
4-second rule: something should appear in the visitor’s browser in 4 seconds or less
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Colors and graphics rules:Web Site Design (cont.)
Match the expectations of the target audienceUse standard colorsFollow color standardsUse complementary colorsSpecify the background color
Use bandwidth-intensive features selectivelyDesign for visually or hearing-impaired visitorsUse the ALT tagAvoid distracting features
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Quality assuranceWeb Site Design (cont.)
make sure the Web site design is properly tested before it is launchedensure that it continues to perform up to expectations after launch
design the site for easy maintenanceresponsible owners frequently test all features of the site personallyquality Web sites are tested regularlyWeb site performance is also an ongoing concern
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Home Review Questions web site design
1. Hal apa saja yang akan dievaluasi oleh visitor tentang design sebuah website.
2. Jelaskan delapan kriteria yang digunakan untuk menilai sebuah website.
3. Jelaskan tentang site struktur
4. Jelaskan tentang site navigation
Back
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Web Site ConstructionWho builds the Web site?Companies build their own site because:
Use of existing in-house expertiseDesire to build in-house expertiseProtection of proprietary technologiesTighter control and responsiveness
External Web site development:When the business hires another firm to build and/or maintain the Web site
Speed to marketNot a core competencyAccess to special expertise
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Web Site Construction (cont.)
Web site construction:The initial content creation, design, programming, and installation phases of a Web site’s development
Web Site Construction and Maintenance
Web site maintenance:The on-going process of keeping the Web site open for business, managing content, fixing problems, and making incremental additions to the site
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Managing Web site construction:
Web Site Construction (cont.)
Start with a planSet goals early and stick to themUse a fixed-price contractJustify graphics and features
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Accepting credit cards
Web Site Construction (cont.)
Card-not-present (CNP) transaction:
When there is no signature and no verification of the credit card signature by the merchant
To accept credit cards online a company must:
Open a merchant accountPurchase credit card processing softwareIntegrate the credit card processing software into the transaction system
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Home Review Questions web site construction
1. Jelaskan pihak mana saja yang memungkinkan untuk mengembangkan website.
2. Jelaskan perbedaan antara site construction dan site maintenance.
Back
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Web Site PromotionInternal Web site promotion
Include content that establishes the site as a useful site for customers to remember so that they return and make a purchase
Signature file: A simple text message an e-mail program automatically adds to outgoing messages
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Web Site Promotion (cont.)
Search engine optimization (SEO):
The application of strategies intended to position a Web site at the top of Web search engines
The key to SEO is understanding the algorithms the search engines use to determine the ranking of the results returned to the searcher
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Strategies for keyword creation and placement:
Web Site Promotion (cont.)
Create keywords the target audience is most likely to useUse specific phrases, not general keywordsOptimize the titleUse meta tags
Meta tag: An HTML element that describes the contents of a Web page
Use keywords early and often in page contentInclude keywords in ALT tagsAvoid spider-hostile featuresDo not spam search engines
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Strategies for maximizing link popularity:
Web Site Promotion (cont.)
Visit competitorsSeek highly placed linksSeek links from well-known sitesDo not use free-for-all (FFA) or link farms
Create content that promotes linkingSeek reciprocal linksDetermine what sites already link to the target site
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Home Review Question web site promotion
1. Apa yang dimaksud dengan internal web site promotion.
Back
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Customer Relationship Management
Customer relationship management (CRM):
A customer service approach that focuses on building long-term and sustainable customer relationships that add value for the customer and the company
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Customer Relationship Management (cont.)Using content to
create customer relationships
Provide membershipPersonalize the user experienceSupport usersCommunicate via the communityReward visitorsMarket effectivelySet up smart affiliate relationships
Tawarkan registrasi untuk akses lebih banyak.Hadirkan content yang menunjukan minat user pada kunjungan sebelumnya.Sediakan kenyaman dan respon cepat untuk user.Biarkan visitor untuk berkomunikasi dgn lainnya.Berikan penghargaan kepada visitor atas kunjungannya.Promosikan content website dan produk dengan tetap menjaga customer yang sudah ada.Kembangkan relationship dgn consumer dan commercial web publisher.
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Customer self-service with FAQ pages:
Customer Relationship Management (cont.)
A Web site page that lists questions that are frequently asked by customers and the answers to those questions
Characteristics of an effective FAQ page:
The FAQ page is easy to findThe FAQ page loads fastThe questions are easy to findThe answers are written from a customer’s perspectiveThe answers do not repeat information offered elsewhereOffer an opportunity to ask a question not on the FAQThe FAQ page is never done
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Listening to customers
Customer Relationship Management (cont.)
Mine e-mail for informationSurvey customers quickly and frequentlyCreate an e-mail list
E-mail discussion list: A group of people who share a common interest and who communicate with each other via e-mail messages managed by e-mail list software
Create a discussion forum
Electronic discussion forum: A portion of the Web site where visitors can post questions, comments, and answers
Create a chat groupChat group: A portion of the Web site where visitors can communicate synchronously
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Increasing trustCustomer Relationship Management
(cont.)
Trust:A psychological state-
of-mind when two or more parties are willing to pursue further interactions to achieve a planned goal
Ways to increase trust:Tell the customer about the companyInclude testimonials from loyal, satisfied customersProvide numerous opportunities for feedbackAnswer customer e-mail promptlyProvide information to the customer about an order
Home
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Managerial Issues
1. What does it take to create a successful online business?
2. Is creating a Web site a technical task or a management task?
3. How do we attract visitors to the Web site?
4. How do we turn visitors into buyers?
Home
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Summary1. Fundamental requirements for initiating an online business.
2. Funding options for a start-up online business.
3. Web site hosting options for an online business.
4. Web site construction options for an online business.
5. Provide content that attracts and keeps Web site visitors.
6. Design a visitor-friendly site.
7. High placement in search engines is key.
8. Customer relationship management can contribute to success.
Go Home
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