(The)complete idiot's guide to starting an online business

목차 (Table of Contents)

• CONTENTS
• Part 1 Staking Your Claim = 5
• 1 Putting the "e" in eCommerce = 7
• What's Happening Here? = 8
• What Is the Big Deal? = 9
• The "Dot-Com" Craze = 11
• Just the Stats, Ma'am, Just the Stats = 12
• Today's eShopper = 13
• Keep Your Eye on the eCommerce Puck = 14
• 2 What's the Big Idea? Identifying a Need = 17
• Should I Sell a Product or Service? = 19
• The Main Types of Online Businesses = 20
• Dr. Maslow I Presume! - Meeting Basic Human Needs = 22
• Meeting Physical Needs = 22
• Meeting Safety Needs = 23
• Belonging Needs = 25
• Esteem Needs = 26
• Selling Your Creative Work = 26
• 3 WWW - The Wild and Wooly Web = 29
• Selling Off the Web - Let Me Count the Ways = 29
• Selling Off a Web Site = 30
• Selling Off a Network = 30
• Selling Off Auctions = 34
• Selling Off Email Lists = 36
• Selling Off Classifieds = 37
• Selling Off Online Malls = 38
• 4 Creating a Unique Selling Position = 41
• Commerce Turned on Its Head - The Shopper in Control = 42
• There's More Than One Way to Skin a Price Tag = 44
• Fixed Pricing = 44
• Online Haggling = 44
• Online Auctions = 44
• Group Buying = 46
• USP - Your Unique Selling Position = 46
• Creating Your USP = 48
• 5 The Business Plan - Planning Your Online Business = 51
• Get a Plan, Man! = 51
• Business Plan Tips = 52
• Where to Find Sample Business Plans = 53
• Great Idea! But Is It a Business? = 55
• Get to the Point! - The Executive Summary = 56
• Who and What Are You? = 58
• What Is the Market and How Big Is It? = 59
• How Will You Promote Your Product? = 59
• Do You Have the Team to Do It? = 60
• Running Through the Numbers = 60
• 6 Getting the Dough = 63
• Bringing Home the Bacon = 63
• How Much Do You Need? = 64
• What Type of Financing Is Right for You? = 65
• Ante Up, Fella! = 67
• How Much Do You Love Me? Let Me Count the Money = 68
• Venture Capitalists = 69
• Funding Stages = 70
• Hunting the Big Game = 70
• Getting the Venture Capitalist's Attention = 71
• Matchmaker, Matchmaker, Find Me Some Bucks! = 73
• Part 2 Setting Up Shop = 75
• 7 Getting Started - First Steps = 77
• Registering a Domain Name = 78
• Where to Start = 79
• Here's the Process to Follow = 79
• Finding a Home = 81
• eCommerce Host Essentials = 82
• Cost = 82
• Bandwidth = 84
• Tech Support = 84
• Your Shopping List = 85
• 8 Hosting Your Store for Free = 89
• Selling from a Personal Web Page = 90
• America Online = 91
• GeoCities = 92
• Angelfire／Tripod = 93
• Xoom = 94
• Quick and Easy Online Store Builders = 94
• BigStep = 95
• eCongo = 96
• FreeMerchant = 97
• eCommerce Enables Your Existing Web Site for Free = 98
• Vstore = 99
• Nexchange = 100
• One Minute Shopper = 101
• 9 Hosting with an ISP = 103
• All-In-One Hosting Services = 104
• Yahoo! Store = 104
• iCat Web Store = 106
• eBiz Builder = 107
• Shop Builder = 109
• Choosing an ISP Hosting Service = 110
• The Nature of the Beast = 111
• Essential Services = 113
• Connection Speed = 113
• Space and Site Requirements = 114
• Unlimited Email Addresses and Auto-Responders = 114
• cgi -bin Access = 115
• Mailing List Programs = 116
• Other Considerations = 117
• What Should You Expect to Pay = 117
• 10 Be Your Own Host = 119
• Moving Your Web Site = 120
• In-House, Co-Located, or Dedicated Host Service? = 122
• Co-Location Host Services = 123
• Dedicated Host Services = 124
• Hosting Requirements = 125
• Should You Hire a Pro2 = 125
• What's It Cost? = 126
• Time Is Money = 127
• 11 Building Your Web Store = 129
• Web Site Essentials = 130
• Fast Loading Pages = 131
• The Right Look and Feel = 131
• Photos and Graphics = 132
• Basic Page Elements = 133
• Web Site Tool Kit = 136
• HTML Editors = 137
• Graphics Tools = 138
• FTP Software = 140
• The Six Most Important Things You Need to Have on Your Site = 141
• One Shop Now! - Start Them Shopping Right Away = 141
• Two About Page - Let Them Know Who You Are = 142
• Three FAQs - The First Place Your Customer Turns To = 142
• Four Full Contact Information - Address, Phone, Fax, Email = 144
• Five Privacy Policy - Get on the Right Side of the FTC = 144
• Six Shipping Policies - Tell Them the Full Cost of Shipping and Handling = 146
• Part 3 eCommerce Basics = 147
• 12 The 3 Cs of eCommerce = 149
• Content - Turn Your Site into a Learning Fountain = 150
• The Referrer = 150
• The Informer = 151
• The Advisor = 153
• The Context Provider = 153
• Community - Building an Interactive Community = 154
• Discussion Boards or Forums = 155
• Chat Rooms = 156
• Discussion Lists = 157
• Newsletters = 159
• Commerce - Adding Multiple Revenue Streams = 160
• 13 Meeting the Customer's Expectations = 163
• The Big Five of Online Shopping = 164
• Selection - Do You Have What They Want? = 164
• Price - Is Your Price Right? = 167
• Service - How Do You Measure Up? = 169
• Convenience - Are You Easy to Do Business With? = 172
• Security - How Trustworthy Is Your Site? = 173
• 14 The Seven Cardinal Sins of eCommerce = 177
• Vanity - Going It Alone = 177
• Greed - Forcing a Square Peg into a Round Hole = 179
• Envy - Keeping Up with the Nerds = 180
• Gluttony - Is It Bigger than 60K? = 180
• Sloth - Neglecting Security and Customer Convenience = 181
• Lust - You Gotta Love Those Plug-Ins = 183
• Wrath - Do You Hate Your Customer? = 184
• Part 4 Delivering the Goods = 187
• 15 Taking the Order = 189
• The Order Form = 190
• Registration Request = 190
• Customer Contact Information = 191
• Product Information and Order Costs = 192
• Customer Billing and Shipping Information = 193
• Optional Services Request = 194
• How Do I Pay Thee? Let Me Count the Ways = 194
• Payment Methods = 195
• Payment Types = 198
• Online Fraud = 201
• How to Avoid Online Fraud = 202
• Warning Signs of Fraud = 202
• You Suspect Fraud - What Do You Do? = 204
• 16 Fulfillment and Shipping = 205
• The Shopping Cart = 206
• The Cash Register = 207
• Setting Up a Merchant Account - The Rules = 208
• Choosing a Fulfillment Partner = 213
• Using Your Suppliers for Fulfillment = 214
• The Tax Man Cometh = 215
• 17 Customer Service = 217
• Service Elements - It's the Customer, Stupid! = 218
• Customer Service Starts Before the Sale = 218
• Serving the Customer During the Sale = 222
• Service After the Sale - The True Test of Customer Care = 224
• Handling Disgruntled Customers = 225
• Part 5 Promoting Your Online Business = 227
• 18 Marketing Your eBusiness = 229
• Hello! Here I Am! - Letting the Web Shopper Know You Exist = 230
• Search Engine Optimization = 231
• Grass-Roots Marketing = 235
• Creating Consumer Flypaper - Attracting Shoppers to Your Site = 241
• Promotional Announcements = 242
• Loyalty Programs = 244
• 19 Speaking the Language of Net Advertising = 247
• The Language of Net Advertising = 248
• CPM or Cost per Thousand Impressions = 249
• CPC or Cost per Click = 250
• CPA, CPT, and CPS = 251
• Advertising Strategies and Placement = 251
• Banner Ads and Ad Networks = 252
• Opt-in Email Advertising = 254
• Advertising in Newsletters and eZines = 256
• Measuring Your Ad Strategy = 258
• 20 Promoting Your Site for FREE! - From Meatspace to Cyberspace = 261
• Meatspace - Start in the Real World = 262
• Listing Your Site - Getting the Word Out = 263
• Multiple Submission Sites = 263
• What's New Sites = 265
• What's Hot and Cool Sites = 266
• Business Listings and Classified Ads = 266
• Banner Ads = 268
• Web Rings = 269
• Community Participation - Newsgroups and Discussion Boards = 269
• Community Participation - Discussion Lists, Live Chat, and Newsletters = 271
• 21 Contests, Give-Aways, and Shopper Services = 275
• The Luck of the Draw = 276
• Structuring Your Sweepstakes = 277
• Keeping It Legal = 279
• Give-Aways = 280
• Shopper Services = 282
• 22 PR - Getting the Word Out = 285
• Creating the Buzz = 286
• Place a Press Room on Your Site = 288
• Writing the Press Release = 289
• Where to Release = 291
• PR Do's and Don'ts = 294
• 23 10 Ways to Drive Customers Away from Your Site = 297
• Confuse Your Customers = 297
• Stay Anonymous = 298
• Offer at Retail = 298
• Frame Your Page = 299
• Surprise Them with Shipping Costs = 299
• Manual Order Forms = 299
• Make Them Wait = 300
• Neglect to Address Privacy = 300
• Keep Security a Secret = 300
• SPAM Your Customers = 301
• A Important Resources on the Web = 303
• Email Discussion Lists = 303
• eBusiness Publications = 309
• Promotions, Submissions, and Search Engines = 312
• General Resources = 313
• Glossary = 315
• Index = 325