intro2e_ch13.ppt.pdf

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Chapter 13

Launching a Successful Online

Business and EC Projects

Chapter 13

Copyright © 2009 Pearson Education,Inc. Publishing as Prentice Hall 1

Learning Objectives

1. Understand the fundamental requirements for initiating an online business.

2. Describe the process of initiating and funding a start-up e-business or large e-project.

3. Understand the process of adding EC initiatives toan existing business.

4. Describe the issues and methods of transforming anorganization into an e-business.

5. Describe the process of acquiring Web sites andevaluating building versus hosting options.

6. Understand the importance of providing andmanaging content and describe how to accomplishthis.



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Learning Objectives

7. Evaluate Web sites on design criteria, such asappearance, navigation, consistency, andperformance.

8. Understand how search engine optimization canhelp a Web site obtain high placement in searchengines.

9. Understand how to provide some major support e-

services.10. Understand the process of building an online

storefront.

11. Be able to build an online storefront with templates.

Chapter 13


Getting into E-Commerce

Almost any e-commerce initiative will require

support activities and services, as well as

plans for attracting visitors to a Web site

Developing a Web site

Hosting the Web site and selecting and registeringa domain name

Developing, updating, and managing the content of a Web site

Designing a Web site for maximum usability

Providing support services



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Starting a New Online Business

AN E-START-UP IS A START-UP

CREATING A NEW COMPANY OR

ADDING AN ONLINE PROJECT

Step 1: Identify a consumer or business need

in the marketplace

Step 2: Investigate the opportunity

Step 3: Determine the business owner’s

ability to meet the need

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ONLINE BUSINESS PLANNING

business plan

A written document that identifies acompany’s goals and outlines how the

company intends to achieve the goals andat what cost.

business case

A document that justifies the investment of internal, organizational resources in aspecific application or project.



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FUNDING A NEW ONLINE BUSINESS First Round of Initial Funding

angel investor

A wealthy individual who contributes personal funds andpossibly expertise at the earliest stage of businessdevelopment.

Second Round of Financing venture capital (VC)

Money invested in a business by an individual, a group of individuals (venture capitalists), or a funding company inexchange for equity in the business.

Additional Funding: A Large Partner

The IPO

Chapter 13


Adding E-Commerce Initiatives of

Transforming to an E-Business

ADDING EC INITIATIVES TO AN

EXISTING BUSINESS

A storefront

A portal

E-procurement

Auctions and reverse auctions

Other initiatives



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Adding E-Commerce Initiatives of Transforming to an E-Business

TRANSFORMATION TO AN E-

BUSINESS

What Is Organizational Transformation?

How an Organization Can Be

Transformed into an E-Business

Business Process Reengineering

Chapter 13


Adding E-Commerce Initiatives of

Transforming to an E-Business

business process management (BPM)

Method for business restructuring that

combines workflow systems and redesign

methods; covers three process categories—

people-to-people, systems-to-systems, andsystems-to-people interactions.

Software Tools for Facilitating

Transformation into E-Business

Change Management



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Adding E-Commerce Initiatives of Transforming to an E-Business

Chapter 13


Building or Acquiring a Web Site

CLASSIFICATION 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.



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attractors

Web site features that attract and interact

with visitors in the target stakeholder group.

transactional Web site

A Web site that sells products and services.

collaborative Web site A site that allows business partners to

collaborate.

Chapter 13



BUILDING A WEB SITE

Step 1: Select a Web host

Step 2: Register a domain name

Step 3: Create and manage contentStep 4: Design the Web site

Step 5: Construct the Web site and test

Step 6: Market and promote the Web site



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Chapter 13


Web Site Hosting andObtaining a Domain Name

WEB HOSTING OPTIONS

storebuilder service

A hosting service that provides disk spaceand services to help small andmicrobusinesses build a Web site quicklyand cheaply.

Web hosting service

A dedicated Web site hosting company thatoffers a wide range of hosting services andfunctionality to businesses of all sizes.

Chapter 13


Web Site Hosting and

Obtaining a Domain Name

mirror site

An exact duplicate of an original Web site

that is physically located on a Web server

on another continent or in another country.

co-location

A Web server owned and maintained by the

business is given to a Web hosting service

that manages the server’s connection to the

Internet.



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Web Site Hosting andObtaining a Domain Name

ISP hosting service

A hosting service that provides an

independent, stand-alone Web site for small

and medium-sized businesses.

self-hosting

When a business acquires the hardware,software, staff, and dedicated

telecommunications services necessary to

set up and manage its own Web site.

Chapter 13


Web Site Hosting and

Obtaining a Domain Name

REGISTERING A DOMAIN NAME

domain name

A Web address that identifies a user (organization) via its Internet-connection

server. It creates the Uniform ResourcesLocator (URL).

domain name registrar

A business that assists prospective Website owners with finding and registering thedomain name of their choice.



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Content Creation,Delivery, and Management

CATEGORIES AND TYPES OF

CONTENT

dynamic Web content

Content that must be kept up-to-date.

commodity content

Information that is widely available and

generally free to access on the Web.

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Content Creation,

Delivery, and Management



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Primary and Secondary Content

cross-selling

Offering similar or complementary products and

services to increase sales.

up-selling

Offering an upgraded version of the product in

order to boost sales and profit.

Chapter 13


Content Creation,


CREATION OR ACQUISITION?

Buying Content

Buying from a Syndicator syndication

The sale of the same good (e.g., digital content)to many customers, who then integrate it withother offerings and resell it or give it away free.

Web syndication

A form of syndication in which a section of aWeb site is made available for other sites to use.



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Chapter 13


Content Creation,


Representative Content-Related Vendors

Content Delivery Networks

personalized content

Web content that matches the needs and

expectations of the individual visitor. e-newsletter

A collection of short, informative articles sent atregular intervals by e-mail to individuals who have

an interest in the newsletter’s topic.

Writing Effective Content



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content management

The process of adding, revising, and removing

content from a Web site to keep content fresh,

accurate, compelling, and credible.

Content Testing and Updating

Measuring Content Quality

Pitfalls of Content Management

Content Removal

Content Management Software

Chapter 13


Content Creation,


CATALOG CONTENT AND ITS

MANAGEMENT

CONTENT MAXIMIZATION AND

STREAMING SERVICES



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Web Site Design

Navigation

Consistency

Response time

Appearance

Quality assurance

Availability

Interactivity

Content

Usability

Security

Scalability

Web Site Design Criteria

Chapter 13


Web Site Design

information architecture

How the site and its Web pages are

organized, labeled, and navigated to

support browsing and searchingthroughout the Web site.



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Web Site Design

Chapter 13


Web Site Design



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Web Site Design

site navigation

Aids that help visitors find the

information they need quickly and easily.

Chapter 13


Web Site Design

Site Map and Navigation



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Web Site Design

PERFORMANCE

COLORS AND GRAPHICS

usability (of Web site)

The quality of the user’s experience

when interacting with the Web site.

Chapter 13


Providing E-Commerce

Support Services

WHO BUILDS THE WEB SITE?

PAYMENTS: ACCEPTING CREDIT

CARDS

card-not-present (CNP) transaction A credit card transaction in which the

merchant does not verify the customer’s

signature.



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Providing E-CommerceSupport Services

WEB SITE PROMOTION

Internal Web Site Promotion

signature file

A simple text message an e-mail program

automatically adds to outgoing messages.

search engine optimization (SEO)The application of strategies intended to

position a Web site at the top of Web search

engines.

Chapter 13


Providing E-Commerce

Support Services

CUSTOMER RELATIONSHIP

MANAGEMENT

Using Content to Build Customer

Relationships



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Opening a Web Storefront

OPTIONS FOR ACQUIRING STOREFRONTS Build them from scratch

Build them from components Build with templates (storebuilders)

Selecting a Development Option Customers

Merchandising

Sales service Promotion

Transaction processing

Marketing data and analysis

Branding

Chapter 13


Opening a Web Storefront

YAHOO! SMALL BUSINESS

Take a Tour

Using the Templates



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Managerial Issues

1. What does it take to create a successfulonline business?

2. Is creating a Web site a technical task or amanagement task?

3. How do we attract visitors to the Web site?

4. How do we turn visitors into buyers?

5. Are best practices useful?6. How much of my new business should wegive to funders?

7. How do we save on Web hosting expenses?

Chapter 13


Summary

1. Fundamental requirements for initiating an

online business.

2. Funding options for a start-up online

business.

3. Adding e-initiatives.4. Transformation into e-business.

5. Web site hosting options for an online

business.



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Summary

6. Provide content that attracts and keeps Web

site visitors.

7. Design a visitor-friendly site.

8. High placement in search engines is key.

9. Almost all EC sites need support services.

10. The process of building a storefront dependson the option of who builds it.

11. Building an online storefront with templates.

Chapter 13


All rights reserved. No part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written

permission of the publisher. Printed in the United States of America.

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