YOUR BUSINESS
YOUR BUSINESS. BACKGROUND & COMPONENTS ARPANET ETHERNET TCP/IP COMPONENTS PERSONAL COMPUTER COMMUNICATIONS SERVER.
Dec 23, 2015
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YOUR BUSINESS
BACKGROUND & COMPONENTS
• ARPANET
• ETHERNET
• TCP/IP
• COMPONENTSPERSONAL COMPUTER
COMMUNICATIONS
SERVER
INTERNET COMPONENTS
• USER PC
• USER’S COMMUNICATION EQUIPMENT
• LOCAL LOOP CARRIER
• ISP POP
• USER SERVICES
• ISP BACKBONE
• ONLINE CONTENT
• ORIGINS OF ONLINE CONTENT
WHY HAVE A WEB SITE
• BUSINESS GOALSOn Line Sales
Marketing
On Line Service
Information Delivery
Customer Support
Professional Appearance
WHAT IS YOUR BUSINESS
• BUSINESS PLAN– Road Map– Web site Plan as Key Part
• Business class & type
• Target Market
• Geographic Area
• Type of Product/Service
WHAT IS YOUR BUSINESS
• BUSINESS PLAN– Road Map– Web site Plan as Key Part
• Business class & type
• Target Market
• Geographic Area
• Type of Product/Service
WHAT IS YOUR BUSINESS
• BUSINESS PLAN– Road Map– Web site Plan as Key Part
• Business class & type
• Target Market
• Geographic Area
• Type of Product/Service
WHAT IS YOUR BUSINESS
• BUSINESS PLAN– Road Map– Web site Plan as Key Part
• Business class & type
• Target Market
• Geographic Area
• Type of Product/Service
WEB SITE ARCHITECTURE
BUILD A WEB SITE
• MAKE
• BUY
• CONTRACT
BUILD A WEB SITE
• MAKE & BUY• D0 IT YOURSELF
• HTML UTILITIES• PACKAGE SOLUTIONS• TEMPLATES• INTEGRATED TEMPLATES
• MARKET/STORE FRONT
<html><head><title>BRANNING & HARRISON - SARASOTA</title><meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"><meta name="description" content="Branning & Harrison, Sarasota, Florida. Personal Injury, Medical Malpractice, Real Property Law and Corporate Transactions."><meta name="keywords" content="Branning and Harrison,Sarasota,Florida,attorneys,personal injury,medical malpractice,real property,law firm,law firms,attorney,Sarasota,Florida,West Coast Florida,corporate transactions."><style type="text/css"><!--.header1 { font-family: "Times New Roman", Times, serif; font-size: 28pt; font-weight: 700; color: #FFFFFF}.header2 { font-family: "Times New Roman", Times, serif; font-size: 16pt; color: #330000}.body { font-family: Times, "Times New Roman", serif; font-size: 13pt; color: #330000}.address { font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10pt; font-weight: 700; color: #FFFFFF}body { background-color: #FFFFFF; background-image: url(resources/bkgd.gif); background-repeat: no-repeat; background-position: center center}.arial { font-family: Arial, Helvetica, sans-serif; font-size: 8pt}a:active { color: #000000}a:hover { color: #000000}
HTML CODE
PLUS THREE PAGES!!!!!
TEMPLATE/HOST
TEMPLATE/HOST
TEMPLATE/HOST
TEMPLATE/HOST
TEMPLATE/HOST
PACKAGE SOLUTIONS
• BIG NAMES– IBM, Compaq, Dell, HP,
Gateway
• INTERNET WEB SITES– Verza.com, Vista.com
• MARKET/STORE FRONT– Yahoo!, eBay, Amazon.com
Online Store Monthly Costs
eBay Yahoo Shopping Amazon zShops
Basic rent $9.95 $100** $39.99
Listing Fee 5 cents N/A 10 cents after 40,000 items
Final Value Fee 5% 2% of sales over $5,000
5%
INTERNET STORE
INTERNET STORE
INTERNET STORE
INTERNET STORE
HIRE A DEVELOPER
• Some Options– Hacker– Advertising agencies– Professional Designer– Internet
• Selecting– Where to Look– Items to check
WEB DEVELOPER
WEB DEVELOPER
HIRE A DEVELOPER
• Contract/Agreement– “Standard” format– To protect you– Hire a Lawyer???
CRITICAL ITEMS
• Domain Name
• Search Engine
• ISP
DOMAIN NAME
• Categories– Generic top-level– Country Code
• Obtain & Register– Determine Availability– Register at icann approved
registrar
GOOD DOMAIN NAME
Characteristics• Short
• Memorable
• Not easily confused
• Hard to mispel
• Relates to your business
• Sounds solid
Protection• Patent
• Trademark
• Copyright
DOMAIN NAME
• Categories– Generic top-level– Country Code
• Obtain & Register– Determine Availability– Register at icann approved
registrar
DOMAIN NAME
DOMAIN NAME
DOMAIN NAME
DOMAIN NAME
DOMAIN NAME
GOOD DOMAIN NAME
Characteristics• Short
• Memorable
• Not easily confused
• Hard to mispel
• Relates to your business
• Sounds solid
Protection• Patent
• Trademark
• Copyright
SEARCH ENGINE
Spider/crawler/directory
Metatags/Key Words
Getting Listed• Register with service
• Partner with other sites
• Hire a consultant
• Include URL in all e-mail
Pay for Placement• MSN, Yahoo!, Lycos, AltaVista
SEARCH ENGINE
<html><head><title>BRANNING & HARRISON - SARASOTA</title><meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"><meta name="description" content="Branning & Harrison, Sarasota, Florida. Personal Injury, Medical Malpractice, Real Property Law and Corporate Transactions."><meta name="keywords" content="Branning and Harrison,Sarasota,Florida,attorneys,personal injury,medical malpractice,real property,law firm,law firms,attorney,Sarasota,Florida,West Coast Florida,corporate transactions."><style type="text/css"><!--.header1 { font-family: "Times New Roman", Times, serif; font-size: 28pt; font-weight: 700; color: #FFFFFF}.header2 { font-family: "Times New Roman", Times, serif; font-size: 16pt; color: #330000}.body { font-family: Times, "Times New Roman", serif; font-size: 13pt; color: #330000}.address { font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10pt; font-weight: 700; color: #FFFFFF}body { background-color: #FFFFFF; background-image: url(resources/bkgd.gif); background-repeat: no-repeat; background-position: center center}.arial { font-family: Arial, Helvetica, sans-serif; font-size: 8pt}a:active { color: #000000}a:hover { color: #000000}
HTML CODE
SEARCH ENGINE
Spider/crawler/directory
Metatags/Key Words
Getting Listed• Register with service
• Partner with other sites
• Hire a consultant
• Include URL in all e-mail
Pay for Placement• MSN, Yahoo!, Lycos, AltaVista
SEARCH ENGINE
SEARCH ENGINE
SEARCH ENGINE LISTING
SEARCH ENGINE LISTING
INTERNET SERVICE PROVIDER
• Define Requirements– Define store parameters/features– Page download time– Site space requirements– POP 3 e-mail accounts
Search/Select Host– Send outline to 10 candidates
• Send e-mail to help desk
• Analyze response & timeliness
• Compare pricing, access & fees
1
PROMOTING YOUR SITE
• Public Relations
• Affiliate Marketing
• Online Advertising
• Traditional Advertising
• E-Mail Marketing
PUBLIC RELATIONS
• Press Releases
• Publish
• Guest Speaker
• Join Associations
• Buzz
AFFILIATE MARKETING
1. Find Affiliates
2. Pay for Results
3. Get Help
4. Monitor Performance
ADVERTISING
• Online– Banner Ads– Skyscrapers– Interstitials– Rich Media– Gizmos
• Traditional– Local/Cable TV– Radio– Publications– Direct Mail
E-Mail Marketing
• Bulk email
• List Servers
• Autoresponders
• Newsgroups
• Discussion Groups
• Viral Marketing
E-Mail Marketing
• Bulk email
• List Servers
• Autoresponders
• Newsgroups
• Discussion Groups
• Viral Marketing
SELLING ON THE WEB
• Trust
• Pricing
• Secure Ordering
• Shopping Cart
• Payment Acceptance
• Fulfillment
TRUST
• Fundamental Forms– Brand Identity
– Navigation
– Fulfillment
– Presentation
– Seal of Approval
– Technology
• Essentials– Delivery
– Loads
– Contact Info
– Updates
– User interaction
TRUST
• Fundamental Forms
– Brand Identity
– Navigation
– Fulfillment
– Presentation
– Seal of Approval
– Technology
• Essentials
– Delivery
– Loads
– Contact Info
– Updates
– User interaction
PRICING
• Expectation– Less due to investment– Ability to raise/lower prices– Ability for unique pricing
• Actual– Shipping costs – Comparison shopping– Can’t price by customer
SECURE ORDERING
Must Include– Searchable product catalog– Shopping Cart– Secure Checkout– Credit Card Handling– Order Management
SHOPPING CART
Designed to prevent abandonment1. Can’t find what I’m looking for.
2. Cart is hard to find
3. Time to close the deal
4. Don’t feel safe in your store
PAYMENT
95% use Credit Cards– Transaction differences– Protection from risk
Other Forms of Payment– Stored credit– Balance options
FULFILLMENT
Order processing and shipping. Options include
– Outsource– Under promise/Over deliver– Return processing– More options
MEASURING EFFECTIVENESS
Key Reports
ROI Metrics– Visit Related– Measurable– May translate into sales/profits– Should tie to plan objectives
GOOD LUCK
TITLE
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