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Starting an Online Business for Dummies, with CDROM, 2nd Edition
by Holden, Greg
 

 
Cover Price: $24.99
Online Price: $13.49
You save $11.50 (46%)

 

ISBN-10: 0764506889
ISBN-13: 9780764506888
Publisher: IDG Books
Published January 2000; Paperback; 381 pages
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Related categories:
All Sections > Internet > eCommerce/eBusiness

Our Comments:
Please see ISBN 0470107391 for 5th Edition.

Summary:

Do you have what it takes to become the next dot-com millionaire? You probably have a great idea for an online business. But how do you translate your idea into reality? That's where this friendly guide comes in. From building a great Web site to following through with great customer service, Internet business expert Greg Holden shows you step-by-step how to succeed in the new e-commerce economy. You'll discover how to develop a business model; select an online host; understand Web server and software basics; build a secure, effective e-tail site; market your site aggressively; and find business tips and services online. Includes a bonus CD-ROM.

About the Author:

Greg Holden is founder and president of a small business called Stylus Media, which is a group of editorial, design, and computer professionals who produce both print and electronic publications. The company gets its name from a recording stylus that reads into electronic data that can be amplified and enjoyed by many. He also wrote Internet Auctions For Dummies.

Table of Contents:
Introduction1
You Can Do It!1
Where This Book Is Coming From2
How to Use This Book3
What This Book Assumes3
What's Where in This Book4
Conventions Used in This Book6
Icons Used in This Book6
We're in It Together7
Part IStarting Your Own Online Business9
Chapter 1Opening Your Own Online Business in Ten Easy Steps11
Step 1Identify a Need11
Seeing what's out there12
Figuring out what's missing13
Step 2Determine What You Have to Offer15
Step 3Set Your Cyberbusiness Goals15
Creating a business plan15
Working without a storefront16
Step 4Assemble Your Equipment17
Finding a Web host17
Getting the hardware you need17
Choosing your software18
Step 5Find the Support You Need19
Hiring technical consultants19
Gathering your team members20
Step 6Build a Web Site21
Creating compelling content21
Establishing a graphic identity22
Step 7Set Up Systems for Handling Sales23
Providing a means for secure transactions24
Keeping your books straight26
Step 8Provide Customer Service26
Sharing your expertise27
Becoming a resource for customers27
Becoming an e-mail expert28
Step 9Advertise Your Business29
Registering with Internet search services29
Reaching the entire Internet29
Step 10Evaluate Your Success and Move On30
Taking stock30
Updating your data31
Chapter 2Setting Your Sights on Success33
Envisioning Your Online Business34
Finding inspiration35
Standing out from the crowd35
Sizing up commercial Web sites36
Types of Online Businesses You Can Start37
Selling consumer products38
Selling your professional services38
Selling information39
Selling technology or computer resources41
Selling your creative work41
One-to-One Marketing Strategies43
Get to know your audience43
Catch a wave: Grab Web surfers' attention46
Promote your expertise46
Encourage potential customers to interact48
Be a joiner48
Find more than one way to sell51
Chapter 3Your Online Business Equipment List55
Hardware and Software Rules to Live By56
Easyware (Not Hardware) for Your Business56
The right computer for your online business57
Safety devices63
Multimedia add-ons63
Keyboard65
Monitor65
Modem67
Fax equipment68
Image capture devices69
Internet Connection Options71
A second phone line72
Beyond modems72
Internet and Other Software75
Web browser75
Web page editor76
Taking e-mail a step higher76
Discussion group software77
FTP software77
Image editors78
Internet Relay Chat79
Internet Phone79
Other business Software79
Voice recognition software81
Antivirus and troubleshooting software82
Backup software83
Internet storefront software83
Part IIPutting Your Web Site to Work85
Chapter 4Choosing Your Web Host and Design Tools87
Finding a Host with the Most88
Shopping for a Web Server to Call Home89
Using online Web site creation kits91
Setting up shop with America Online94
Investigating electronic storefront software97
Moving into an online mall100
Turning to your ISP for Web hosting102
Going for the works with a Web hosting service106
Choosing a Web Page Editor109
For the novice: Use your existing programs109
For intermediate needs: User-friendly Web editor110
For advanced commerce sites: Programs that do it all112
Chapter 5Organizing and Designing Your Business Site115
Organizing Your Web Site115
Establishing Your Store's Identity -- Visually117
Choosing your Web page wallpaper118
Using special Web typefaces120
Copying and using clip art121
Adding scanned images122
Creating a logo126
Using Advanced Web Page Layouts127
Setting the tables for your customers127
Framing your subject129
Turning to a Professional Web Designer131
Chapter 6Adding Content and Interactivity to Your Site133
Give 'Em What They Want!134
Get it all out in the open135
Make your content scannable139
Give something away for free143
Make your site searchable145
Writing for an Online Business Site146
Striking the right tone146
Letting others speak for you147
Sharing your expertise147
Getting Your Customers to Talk Back148
Inviting e-mail feedback148
Using Web page forms150
Providing a guestbook151
Gathering 'round the water cooler155
Chapter 7Marketing to a Worldwide Audience157
Speaking Their Language158
Minding your Ps and Qs (puns and quips)158
Using the right salutations158
Making your site multilingual159
Using the right terms162
Joining the International Trade Brigade162
Keeping up with international trade issues163
Researching specific trade laws164
Exploring free trade zones165
Shipping Overseas Goods166
Getting Paid in International Trade167
Part IIIPromoting Your Online Business169
Chapter 8Conducting E-Commerce on Your Site171
What Online Customers Want172
Tell me how much it costs, now172
Show me that I can trust you!172
Give me all the information I need!173
Enabling Credit Card Purchases174
Setting up a merchant account175
Finding a secure server176
Verifying credit card data176
Processing the orders177
Online Payment Systems179
Shopping cart software180
CyberCash181
MilliCent182
Other payment options183
Fulfilling Your Online Orders184
Provide links to shipping services184
Present shipping options clearly186
Chapter 9Service with a Virtual Smile189
Customer Service = Information190
Sticking to the FAQs190
Starting an online newsletter191
Helping Customers Talk Back to You192
Using advanced e-mail techniques193
Creating simple Web page forms197
Turning Customers into Members201
Putting the "person" into personal service201
Creating a discussion area on your site202
Starting an alt discussion group203
Creating a Web discussion area with FrontPage204
Chapter 10Market, Technical, and Business Research207
Finding Out What Your Customers Want208
"Online" Means More Than "On the Web"209
Mining for FTP treasures209
Using Telnet to search library card catalogs211
Gopher: No-frills information on the Internet211
Proprietary online database services213
Becoming an Online Power Searcher213
Web search engines214
Internet subject catalogs218
Virtual reference resources218
Keeping up with the news219
Finding Statistics and Business Resources220
Show me the money220
Who's shopping online?220
General Internet and Web statistics221
Researching Computer and Tech Topics221
Finding help with hardware glitches221
Overcoming networking dilemmas222
Chapter 11Advertising and Publicity223
Developing a Marketing Strategy224
Building a brand224
Blanketing versus targeting225
Using Free Publicity Strategies225
Getting listed in the Yahoo! index226
Getting listed with search services227
Embedding keywords in your pages228
Starting a newsletter232
Joining newsgroups and mailing lists236
Keeping an online "little black book"238
Pssst ... can we link?238
Striking up a business partnership238
Holding a contest239
Placing banner ads240
LinkExchange243
Part IVLaw, Security, and Accounting245
Chapter 12Security for Your Commerce Site247
Basic Business Safety Strategies247
Protecting your home-office privacy248
Watching out for icebergs249
Providing Public-Key Security for Your Business252
How public-key/private-key encryption works252
Obtaining your own certificate253
Keeping Your Sensitive Content Secure256
Using personal encryption software256
Encrypting your e-mail messages257
Picking a good password260
Protecting content with authentication260
Chapter 13Keeping It All Legal263
Trade Names and Trademarks264
Researching a trademark264
Protecting your trade name266
Copyright Management268
What's protected by copyright268
How to protect your copyright269
Licensing and Other Restrictions272
Knowing about local fees or restrictions272
Keeping up with trade restrictions273
Determining the Legal Form of Your Business274
Sole proprietorship274
Partnership274
Incorporation275
Steering Clear of Legal Trouble276
Be wary of multilevel marketing276
Be aware of risks with adult content277
Know about acceptable use policies277
Pay your state sales taxes277
Chapter 14Online Business Accounting Tools279
Basic Accounting Practices280
Choosing an accounting method280
Knowing what records to keep281
Understanding the Ps and Qs of P&Ls284
Accounting Software for Your Business284
The big commercial programs285
Shareware programs for the budget-conscious287
Finding accounting help online291
Small Business Tax Concerns293
Federal and state taxes293
Deducing your business deductions294
Using online tax resources296
The Starting an Online Business For Dummies Internet Directory, 2nd Edition297
Accounting Software300
Advertising Your Site on the Web301
Auctions302
Business Resources on the Web302
Classifieds304
Developing Compelling Content304
Domain Names305
E-Commerce Service Providers306
Fax Services307
Finance308
Free Business Web Sites308
Free E-Mail Accounts310
Free Forms Online311
Free Internet Access312
Free Phone Service
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