Starting an online business for dummies / by Greg Holden.

Format:

Book

Author/Creator:

Holden, Greg.

Series:

--For dummies

Language:

English

Subjects (All):

Business enterprises--Computer networks.

Business enterprises.

Internet marketing.

Electronic commerce.

Web sites--Design.

Web sites.

Physical Description:

xvi, 391 pages : illustrations ; 24 cm.

Edition:

Fourth edition.

Place of Publication:

Hoboken, NJ : Wiley Pub., [2005]

Summary:

Delivers all the know-how would-be online entrepreneurs need to get their business off the ground, from identifying a market need and choosing a Web hosting service to securing transactions and attracting customers The book has been fully revamped with new coverage of setting up Amazon, Yahoo!, and other storefronts; running an eBay business; building profits via affiliate programs and middlemen; improving rankings on Google and other search engines; securing sites with firewalls; monitoring site traffic; and blogging Completely updated throughout, with new profiles of successful online businesses, a revised directory of Internet business resources (now available on the book's companion Web site), and the latest on advertising techniques and legal and tax requirements Contains helpful examples of businesses that survived the dot-com bust and continue to thrive, plus examples of strategies to avoid

Contents:

You Can Do It! 1

The Water's Still Fine 2

What This Book Assumes 4

What's Where in This Book 5

We're in It Together 8

Part I Strategies and Tools for Your Online Business 9

Chapter 1 Opening Your Own Online Business in Ten Easy Steps 11

Step 1 Identify a Need 11

Step 2 Determine What You Have to Offer 16

Step 3 Come Up with a Cyberbusiness Plan 17

Step 4 Assemble Your Equipment and Set Up Shop 18

Step 5 Find People to Help You 21

Step 6 Construct a Web Site 23

Step 7 Set Up a System for Processing Sales 26

Step 8 Provide Personal Service 28

Step 9 Alert the Media and Everyone Else 31

Step 10 Review, Revise, and Improve 33

Chapter 2 Choosing and Equipping Your New E-Business 35

Mapping Out Your Online Business 36

Flavors of Online Businesses You Can Taste Test 39

Marketing One-to-One to Your Customers 44

Easyware (Not Hardware) for Your Business 53

Getting Online: Connection Options 60

Software Solutions for Online Business 62

Chapter 3 Selecting the Right Web Host and Design Tools 67

Getting the Most from Your Web Host 68

Finding a Web Server to Call Home 70

Fun with Tools: Choosing a Web Page Editor 91

Chapter 4 Exploiting New Ways to Build Business 97

Advantages of Doing Business Online 98

Exploring New Products and Services You Can Sell 104

Online Content and Commentary 107

Building Community 112

Part II Establishing Your Online Presence 115

Chapter 5 Giving Your Business Site Structure and Style 117

Feng Shui Your Web Site 118

Nip and Tuck: Establishing a Visual Identity 120

Extreme Web Pages: Advanced Layouts 130

Hiring a Professional Web Designer 134

Chapter 6 Attracting and Keeping Customers 135

Features that Attract Customers 136

Writing Unforgettable Text 149

Inviting Comments from Customers 152

Chapter 7 Building in Security Up Front 161

Practicing Safe Business 162

Installing Firewalls and Other Safeguards 167

Public Keys That Provide Security 170

Keeping Other Noses Out of Your Business 174

Chapter 8 Monitoring and Improving Your Business 181

Strengthening Your Infrastructure 181

Performing Basic Web Housekeeping 187

Managing Goods and Services 194

Part III Successful Online Business Models 197

Chapter 9 Setting Up Amazon.com, Yahoo!, and Other Storefronts 199

Becoming an Amazon.com Seller 199

Creating a Yahoo! Small Business 206

Creating Other Storefronts 208

Chapter 10 Running a Business on eBay 211

Understanding eBay Auctions 212

Building a Good Reputation 213

Preparing Sales Descriptions That Sell 217

Providing Good Customer Service 222

Moving from Auctioneer to eBay Businessperson 223

Part IV Running and Promoting Your Online Business 227

Chapter 11 Easing the Shopping Experience 229

Attracting and Keeping Online Customers 230

Looking for a Good Web Host: The 411 233

Boosting Business through Efficient Communication 236

Making Sure Your Web Site Is Up to Snuff 239

Outsourcing Your Business Needs 241

Chapter 12 Accepting Payments 247

Sealing the Deal: The Options 248

Enabling Credit Card Purchases 249

Online Payment Systems 255

Fulfilling Your Online Orders 262

Chapter 13 Service with a Virtual Smile 265

The Best Customer Is an Informed Customer 266

Helping Customers Reach You 269

Making Customers Feel That They Belong 279

Chapter 14 Search Engine Placement 287

Understanding How Search Engines Find You 287

Going Gaga over Google 292

Leaving a Trail of Crumbs 293

Monitoring Traffic: The Science of Webanalytics 303

Chapter 15 Advertising and Publicity 305

Coming Up with a Marketing Strategy 306

Publicity Strategies That Are Free 308

Guerrilla Marketing and Advertising Strategies 324

Minding Your Ps and Qs (Puns and Quips) 326

Joining the International Trade Brigade 329

Shipping Overseas Goods 331

Getting Paid in International Trade 333

Part V The Necessary Evils: Law and Accounting 335

Chapter 16 Making It All Legal 337

Trade Names and Trademarks 338

Practicing Safe Copyright 344

Restrictions Such as Licensing 347

Your Business in the Eyes of the Law 349

Keeping Out of Legal Trouble 352

Chapter 17 Online Business Accounting Tools 355

ABCs: Accounting Basics for Commerce 356

Accounting Software for Your Business 360

The Tax Man Cometh: Concerns for Small Business 364

Chapter 18 Ten Must-Have Features for Your Web Site 371

Chapter 19 Ten Hot New Ways to Be an Ontrepreneur 377.

Notes:

Companion Web site (www.dummies.com/go/onlinebusinessfd) includes an online directory.

Includes index.

ISBN:

0764583344

9780764583346

OCLC:

57485842

Online:

Contributor biographical information

Publisher description