Monday, August 18, 2008

Entrepreneurs and Companies Do The Same Things When Making Perfumes

Entrepreneurs and Companies Do The Same Things When Making Perfumes

Ever heard the line, "good things come in small packages?" It takes time to create the right scent so this can be placed in a bottle and sold to the public. This is the answer anyone in the industry will give when asked about the road to success in this business.

Making your perfume is not that difficult to make. The entrepreneur can try this in the kitchen with a little knowledge of chemistry to distinguish one note from the other so the right amounts can be mixed together to get the right smell.

The process is quite slow. After pouring a few drops of the base, it is time to put in the middle and top notes. Although beginners should distribute the three evenly, the biggest trick in creating a perfume is knowing which note should have a little more than the others.

The person will also have to add a bridge note and a little alcohol to help it blend together. The container should be shaken then smelled until the right mixture has been found then stored in a cool and dry place for the next two days.

Perfume makers have the option to store this for more than 48 hours to create a longer lasting smell. When this is taken out, water should be added and the contents should be filtered so only the liquid will be seen in the colored bottle.

The technique of making homemade perfume is not that different to what large companies are doing. This is because research and development is first done in the lab and it is only when the concoction is approved that these are made in large numbers.

The next phase will be the packaging. Entrepreneurs may not have a lot of capital can use small plastic bottles that comes with a sprayer on the top. Companies on the other hand may have a division to do this or hire a contractor to produce these in different shapes.

When everything is ready, the marketing side of perfumes comes in. This is the make or break part of the business as the person and the company will soon find out if the market will accept it.

The person will give free samples out to friends and hope these people would be interested to buy it. Those who are bold can even present this to some retailers that would like to add this to its inventory.

Companies who have been doing this for years may have a product launching and offer these as giveaways with the hopes of good sales in the coming months. There will also be a flood of advertisements through the use of billboards, magazines and television.

The approaches are different due to budget constraints but the objective is the same. This is to create a perfume that the consumer will appreciate and buy.

There will be times that some of the perfumes will not perform just as well as the others. Obviously, there was something wrong so the entrepreneur and the company will have to go back to the kitchen or the lab and come up with another formula that will do much better than the previous one.

Both should remember that it is with patience and perseverance that anyone can be successful.

Thursday, August 7, 2008

Give Them What They Want - Online Promotion Strategy

By Bill Platt (c) 2008 the Phantom Writers

Some people find great success with article marketing, while others think its proponents are full of bull. The difference between the winners and the losers in article marketing is most frequently defined when the writer sits down and begins to write. That is right.

Success and failure is most often determined by the writers' motivation, and more importantly, by the writers' commitment to the reader.

Flawed Strategies
In 2005, a few of the Internet Marketing gurus took notice of the success people were having with article marketing, and they passed this news to the Internet Marketing newbies of the world. But, there was something missing from the advice given.

In a lot of cases, the people preaching the power of article marketing hadn't used the technique themselves. Even today, few of my article distribution competitors utilize reprint articles to promote their own businesses. Most of my competitors rely upon affiliate marketing to promote their websites.

Unfortunately, the Internet Marketing newbies of the world were given a lot of bad advice. It was said that:

The only purpose of article marketing was to build links, and link popularity for search engine rankings;

The writer only needed to write enough words to meet the minimum word count requirements of publishers;

It wasn't necessary for the content to be well-written, since the publishers do not
read the articles they approve for publication;

Anything that can be done to reduce the time/cost of article writing would benefit the marketer.

The only suggestion that bore any resemblance to the truth was the first item about
"building links for link popularity", but the error in this statement was to assume that there was no other purpose for article marketing.

The Bigger Picture
I have been using article marketing to promote my own websites since 1999, and I have offered article-marketing services professionally since 2000 and under my current domain since 2001. I had been using article marketing and providing services for at least five years,before the gurus started leading the uninitiated Internet Marketers astray in 2005.

As one of the pioneers in this industry, I have always attributed three benefits to article marketing, in this order:

1. Publication in a newsletter ensures that thousands, perhaps hundreds of thousands
of readers, can read ones' article when it is published. (Frequently, publication
day for my articles will generate phone calls from many potential customers and multiple sales, sometimes thousands in sales.)

2. Publication on a website increases the likelihood that your article will be found
and read on websites that have targeted and loyal visitors.

3. Building links for link popularity and improved search rankings.

I haven't ever denied the ability to use articles to build ones' link popularity and
to improve ones' ranking in the search engines. In fact, my website ranks in the top 20 results in Google for hundreds of keywords.

About The Author
Bill Platt has been helping online marketers with article ghostwriting and article distribution services since 2001, through his website: . If your small business finances are being pinched during this era of high gasoline prices, get your copy of the ebook, "How to íncrease the Fuel Mileage Of Any Vehicle" to learn how to improve your gas mileage by 30% or better:

Wednesday, August 6, 2008

The Myth Of Being Successfully Solo In Business

By Mark Silver (c) 2008 Heart Of Business

There's a breakneck pace that many new solo business owners assume. With an infinite number of things to do, and about a dozen hats to wear, it gets overwhelming, fast.

And, that's nothing compared to what happens once the business actually has some momentum under it. That's why one of my clients with a brand-new business was asking me: "Mark, how do you get it all done? Your business has about 100 times more going on in it than mine does, and I'm overwhelmed just with what I'm trying to get done."

Here's my answer: "I don't get it all done."

Which strikes at the heart of the most dangerous myth in business: the bootstrap myth, known in this particular instance as the myth of the successful solopreneur.

Why This Myth is so Dangerous

The myth says that you can do it on your own, you can bootstrap your way to success, and that when you go solo, you don't need anyone else. That's the whole point of being self-employed, or running a personal-sized business, right?

This rugged homage to individualism isn't just in the U.S., as some have claimed. I have seen this myth in action across the globe: Canada, the UK, mainland Europe, Asia, Australia and Africa.

It seems as if it's just hard to get it: we can't do it ourselves.

The Physical Reality

When you're an employee at a company, you get to do your job. And, unless you think upon it, you might not realize how much other people do just so you can do your job.

Who prints and signs your check? Who makes sure the office building gets cleaned?
Who stocks the office supplies closet, or goes out and sells to clients so there is revenue to pay you?

It's humbling, but when you become self-employed, all of those functions fall into your lap. And it is impossible, literally impossible, to do them all. If you're overwhelmed trying to make your business work yourself, there is good reason for it.

Frustrating - but don't despair. It may help to understand why it is this way.

The Spiritual Reality

As my Sufi teacher tells me, "Be the earth for your brothers and sisters. If you don't carry them, who will?... When you look into another's eyes, see the reflection of God looking at you."

The depth of this teaching really struck home when I realized that he wasn't talking to me personally - this teaching was for everyone. We're all asked to carry each other.

Which means that we also need to allow ourselves to be carried.

When someone offers help, do you say: "Yes!" or do you say: "Nah, I can get it."
If the bootstrap myth is operating in your business, there may be a hundred subtle and not-so-subtle ways that you avoid or turn away from help."

Lord knows I do.

And yet we are meant to both help and be helped by each other. This is one of the ways that we experience the Divine in our lives, through the actions, support and love of others.

Yes, I mean you. :-) You are supposed to receive the Divine through the actions, support and love of others. You can't do everything yourself. And that's as it was designed to be.

Watch the wing-stretching and contortions you go through as you learn to receive more help. It will do much more than help your business, it will be a real experience of healing and growth for you as well.

Who can afford to hire an entire company of help?

Of course, not all of the help you get will be free, and there's so much of it to get. And you can't hire it all, especially early in your business. So what do you do?

After going through some big transitions ourselves, having grown up in a small retail business, and having worked with hundreds of clients, let me share some insights into how to prioritize.

Keys to Being a Successful Pseudo-Solo

First, Invest in Information and Learning.

I know, I know - it seems like a lot needs to get done, right now. Remember -millions of people have already done what you've tried to do. So, the best thing to do is to learn from some of them.
Get books from the library, or buy them. Take classes, free or otherwise. Find people you admire who have successfully navigated what you're trying to do and take them to tea or lunch and ask them questions. I've done about a dozen interviews with folks I admire and have them up in our online community for just that reason: The Business Oasis.

Make sure the information resonates with you. As just one example, marketing professionals out there are all saying more or less the same thing, so you can find one that your heart really resonates with and is speaking your language.

Second, Get Help With the Numbers.

I'll say this once: if you're running a business, you shouldn't be doing your taxes yourself. There are too many deductions and pitfalls and details. You want to hire it out,even if you think you can't afford it.

Related to that, as soon as you can, hire a bookkeeper to keep your accounting clean from month to month. Not only will it help you at tax time (imagine filing your taxes in the beginning of February!), but it will also help you understand your business better, simply knowing how money flows in and out.

Third, Experiment With a Virtual Assistant.

You may not be able or ready to hire out help. You also may have no idea how or where to start. I suggest finding a virtual assistant you like, who has strengths in areas that you get overwhelmed by easily, and hiring them for a very small project, maybe an hour or two. Then repeat in a month or so.

Over some months, as you both get to know each other, you'll get more comfortable with asking for help, and receiving it. Your business may need to develop before you hire a significant amount of help, but if you start small, it will be a much easier transition. And you'll get there much more quickly.

Getting help in your business is a huge topic. The trick is to face the simple truth that you can't do it all yourself, and that spiritually it's enormously beneficial to receive help.

Then, first get help by learning through books, classes, and other resources, second get help with the numbers with an accountant then a bookkeeper, and finally practice outsourcing to a virtual assistant in small, do-able, bites.

And watch how much more successful you can be as a 'pseudo' solo business owner.

The best to you and your business.

About The Author

Mark Silver is the author of Unveiling the Heart of Your Business: How Money,
Marketing and Sales can Deepen
Your Heart, Heal the World, and Still Add to Your Bottom Line. He has helped
hundreds of small business owners
around the globe succeed in business without losing their hearts. Get three free
chapters of the book online:

Thursday, July 31, 2008

Web Site Promotion Strategy to Sell your Product

The internet is a large and busy place, and if you do not have a proper web site promotion strategy to sell your product to those seeking it, then you are liable to fail. Promotion simply means to advertise, and there are many ways to do that online.

If you have an online business you have potentially the largest audience the world has known for any specific product. It doesn’t matter if your products are tangible goods such as DVD players or information on the health of our children. The internet provides a platform for the most ingenious means of advertising to the largest imaginable group of potential customers. So let’s look at the possibilities for your promotion strategy.

First, you can advertise directly on the internet. Just as offline advertisers use magazines and newspapers, you can use ezines and articles to advertise your product. You can either pay for advertising of your product on ezines, or you can provide a link to your website within articles that you allow others to publish on their website. This is done by submitting your articles for publication on article directories. Such directories allow you to provide a link to your website that anybody using your article as content on their site must retain.

Many ezines use article directories for content that is relevant to their main subject, or niche, since ezines tend to be targeted to groups of people with specific interests. Ezines are the online equivalent of offline magazines, and just as you can find magazines on just about every topic in a news shop, then you also find online ezines on the same topics. You can pay for adverts to be shown on these ezines, for which you generally pay a specific price per thousand impressions. In internet terms this means per thousand ezines sent out to specific email addresses.

Do you want to learn more about how I do it? I have just completed my brand new guide to article marketing success, ‘Your Article Writing and Promotion Guide‘

Download it free here: Internet Article Marketing

Do you want to learn how to build a massive list fast? Click here: Email List Building

Article Source:

Sunday, July 13, 2008

Be a Magnet for More Orders-Online Promotion Strategies

by: I-key Benney, CEO, Mscsrrr, New York City

Do you have a website and sell something on the internet?
If yes, this is several ways to get more orders at your website!

1.Generate a free e-book directory on a specific topic at your website. People will visit your website to read the free e-books and may observe your product ad.

2.Turn part of your website into a members only website. As an alternative of charging for access, utilize it as a free bonus for one of your products.

3.Put in a free classified ad section to your website. You could then buy and sell banner ads with other web sites that have free classified ad sections.

4.Generate two versions of your e-zine so people can choose if they want ads included with it or not. This'll attract the people who hate ads to subscribe.

5.Publish your e-zine only on your website. Have people subscribe to a "new issue"
e-mail reminder. This could really increase your traffic and sales.

6.Sell advertising space in your product package. You could sell inserts, flyers, brochures, booklets, and digital ads for electronic products.

7.Offer daily or weekly visitor bonuses. This will increase your repeat traffic and sales because your visitors will visit regularly to get the visitor bonuses.

8.Let people to download software or e-books from your website at no cost. Just ask your visitors in return if they'll refer their friends to your website.

9.Build up the number of people that join your free affiliate program quickly by temporally offering your product for free to the people that sign up.

10.Reach a deal with e-zine publishers to get free or discounted ads by letting them join your affiliate program and earn commissions on the ad you run on online promotion strategy.

Websites are quickly becoming one of the most popular ways of online promotion strategy. Whether it be a business, its product or service or something completely different, everyone of all ages is turning to the web as a method of online promotion strategy. With the popularity of his marketing medium increasing and the number of websites always growing, it is obvious that everyone wants to appear at the top of Google's search engine rankings.

I-key Benney, CEO

Monday, July 7, 2008

Top 20 Contributing Factors For Google SEO

By Jon Bergan (c) 2008

Websites are quickly becoming one of the most popular ways of advertising. Whether it be a business, its product or service or something completely different, everyone of all ages is turning to the web as a method of getting their message out there. With the popularity of his marketing medium increasing and the number of websites always growing, it is obvious that everyone wants to appear at the top of Google's search engine rankings. Achieving such a task is not an easy feat, however with a bit of perseverance, one can definitely improve their chances of reaching that glorious first page result.

Given that there is a heap of websites out there who are on the first page, what is their secret? It is a little industry term called "SEO" and it stands for Search engine Optimization.

SEO basically consists of the customization of your website, its content and its internal and external links to assist in the overall indexing and ranking of your website in popular search engines. There are many contributing factors that are used in determining a website's ranking and every search engine is different. This makes trying to optimize your site for Google, Yahoo, Live and the many others quite a painstaking task.

As most of us are aware, Google is currently the most popular search engine for the majority of Internet users. As such, it is only normal that we'd want to focus our sights on achieving a higher ranking within Google first with the hope that the rest will follow. To do this, we must start a journey that could potentially take months before we start seeing any real change, however we have to start somewhere.

Our journey begins by defining some of the key contributing factors that Google uses to determine a website's and webpage's ranking within its results. These factors range from keyword use to manipulating internal and external links and the l & i a cute;st goes on.

To get you started, we have listed the top twenty factors that you should focus on in order to help get your website that little bit closer to the top of the search engine results listings.

Sunday, July 6, 2008

Give Your Support to Your Local Restricted Business Online Using Free Blog

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A blog is an brilliant way to keep in touch with your clients. There are many small, offline businesses that could use a blog as a means of free promotion.

The first step is to get your blog set up. I advise using, principally for beginners, because it is very simple to use. Take time to create your user name because this will also be the name of your blog. For example, if your business is Murphy's Plumbing and you're in Seattle, a grand user name would be murphysseattleplumbing or something similar. This would give you a blog url (web address) of

Once you have your blogger account, you can start to use your blog as a way to be in contact with your local area by posting announcements, such as new products, services, particular sales, etc. While blogging may sound complex, it's really not. Just think of it as a message board for your business, like an online version of the old arrow signs that let you modify your message.

After you have posted your first message, is to get the word out that you have a blog. This can be accomplished in many different ways. The easiest way is to start adding the blog address on all of your companies printed products, such as business cards, flyers, and any free print advertising. This will get done direct, local promotion of your blog.

Another very significant reflection is making sure your blog can appear in online search results. This is done by submitting your blog to the search engines (article on this below, under resources heading) and also with other techniques, called search engine optimization (article below).

It is also essential to keep your blog up-to-date to keep visitors coming back. An outdated blog will not likely be revisited by your customers. Providing new information is a grand way to obtain replicate visitor's to see what's new.

There are many ways to use a blog for your local business. By doing a bit of study online, you can get many great ideas. Start by doing a search on 'business blogging' or 'business blogs' to get extra information.

Thursday, June 5, 2008

Targeting Niche Audiences

AOL's New Branding Strategy

By Scott Buresh (c) 2008 Medium Blue

AOL, once considered a pioneer in internet technology, has fallen on hard times over the years, unable to devise an effective branding strategy. A failed merger with Time-Warner, a non-focus on search while Google built an empire (the AOL search engine eventually began serving up Google results on its portal site), and declining dial-up business are all contributing factors to the ongoing difficulties of AOL and its search engine.

However, AOL seems to have a new branding strategy in mind for the AOL search engine, which would revamp its services and target specific niches. And while many "analysts" claim that it is already a failure before the results are in, it is too soon to tell how this will affect AOL and the search engine that bears its name. Personally, I think it's a smart play for the company - and something that bears watching. If the branding strategy is successful,another huge company may want to follow AOL's example.

You see, AOL understands that the AOL search engine and its other services are not a
brand beloved by many. The AOL search engine and AOL itself are seen as somewhat ancient,old school, 56k, etc. Nightmare stories about its online services are not in short supply. I haven't done any specific studies on this, but in my circle of friends and business acquaintances, people consider an AOL subscriber a little behind the times.

The point is (in my opinion) that the "AOL brand" itself has decreasing value and may actually have negative value if the specific sites that it owns or has recently purchased are brought in under an umbrella branding strategy. These sites include those catering toward everything from country music fans to moms sharing photos to guys trying to pick up women. In some cases, the niche sites do not even display their affiliation with AOL or its search engine (or if they do, it is not featured very prominently).

The logic behind this branding strategy is clear. First of all, the AOL search engine and portal weren't attracting new visitors. Secondly, the AOL search engine and brand itself are not particularly hip or fresh. Third, and probably most importantly, specific portal sites attract specific types of users, which are usually highly targeted, prompting a potential for more ad revenue(in theory).

Basically, the AOL portal has stopped trying to be all things to all people. Google is able to pull off the "all things to all people" approach primarily because it doesn't have issues with a branding strategy yet - in fact, the new vertical searches that it adds under the Google "branding umbrella" are augmented by implied hipness and coolness. However, as AOL has discovered, hipness usually has a shelf life. If people began to see Google as the huge corporation that it is now, rather than the uber-cool underdog, the company may not be able to keep this record up.
There have already been some cracks in its veneer, although by and large, the Google brand is still very positive and powerful.

There is another company much bigger than AOL that suffers from much of the same
problems (and in some cases, worse problems) than AOL does but still wants to take on Google head to head. I refer, of course, to Microsoft.

In terms of a brand, Microsoft is almost universally disliked. The monopoly issue
may be one thing. The fact that it is seen as 'old school' may be another. Gates and Ballmer don't exactly have reputations as "nice guys," like Sergei and Larry do (the fact that it seems natural to refer to the former two by their last names and the latter two by the first may help illustrate this point). And the list goes on.

The bottom line is that I have a hard time seeing gaining the kind of
traction that Google has, simply because the brand is less than sexy. This means, of course, that any additional vertical search options that MSN adds to its site are bound to be appreciated only by the dwindling few who already swear by the portal.

AOL has decided that its branding strategy for the AOL search engine and niche sites
is not nearly as important as the amount of traffic and ad revenue that the site commands. This is not uncommon in the publishing industry, where many different publications on many different topics may be owned by one large (but largely silent) entity. Many of these offline publications have moved online and are beginning to monetize their diverse base of websites. AOL seems to have a similar model and branding strategy in mind for the AOL search engine and other niche sites.

If it works for AOL and its search engine, it could be the best possible branding
strategy for Microsoft to follow. Lord knows Microsoft has the money. The company has already bought the ad networks that can service sites under its own new branding strategy. But if pride dictates that it keep everything under the MSN name or add a huge "brought to you by Microsoft" banner across the top of any popular online property that it decides to buy, MSN is, in my opinion, shooting itself in the foot.

I never said it was fair, but your brand and branding strategy can either be an asset, neutral, or a detriment. Microsoft has to realize that most people consider its brand to be in the neutral to detrimental range and that most people consider Google to be in the neutral to asset range (and that's probably being charitable). Microsoft should not try to compete with Google head to head without considering the disparities in the conceptions of their respective brands.

Tuesday, June 3, 2008

“Can Web Developer Take Care of Everything” ?

It is amazing how people assume that just because a person or company develops a Web site, that company will take care of everything related to the site and its marketing online. Not only do they expect the Web developers to build the site without much direction, but they also expect the Web development company to:

Get it placed high in the search engines

Monitor the positioning and resubmit when needed

Let the world know the site exists

Attract a lot of traffic to the site

Update the site’s content and graphics when it is needed

And here is the real kicker—the average client expects ALL this for the price of the initial Web development.

Reality: “Many assume that their web developer is responsible for getting their site placed in the search engines and generating traffic to their site.”
When you hire a print advertising company to develop your corporate brochure, you don’t expect them to research your target market and then distribute the brochure and then follow up with the potential clients. For some reason, people expect Web development companies to “do it all.”

In some instances a full-service Internet marketing and Web development company may be able to provide additional services other than site development. Tasks such as search engine submission and generating links to your site can be provided, but generally it is your responsibility to handle these tasks. It is important that your company have an Internet marketing strategy in place to generate significant traffic to your site. You should also have a site maintenance strategy and implementation schedule. You may choose to outsource some of the elements in your Internet marketing strategy, but it is your responsibility to make sure that you have control over what is being done and who is doing it.

"Can Online Store Offer the Same Products and Services as Offline Store.”?

Business owners who have a bricks-and-mortar location sometimes assume that their online storefront is an extension of their offline storefront and that they will provide exactly the same products and services online as offline.

Reality: “Consumers have higher expectations online than offline, and the consumer rules!”
In some cases fewer products are offered online than in the physical store. This is often the case where you are test-marketing, but also where some of the products you sell in your physical location are not appropriate for online sales due to competitive pricing or shipping logistics.

In other cases your online store will offer more products or services than the bricks-and-mortar location. For example, your offline bookstore may not offer shipping or gift-wrapping. If your online bookstore does not offer these services, you will lose a lot of business to your online competition. When a site’s product offerings include items that are appropriate for gift giving, it is essential to also offer wrapping, customized cards, shipping to multiple addresses, and shipping options. The consumer is king and is very demanding. You have to meet and beat your consumers’ expectations online to garner market share. People shopping for gifts online are looking for convenience, and the site that provides the greatest convenience and the greatest products at the greatest price will be the winner.

“The world will automatically know it exists .”?

Since the Internet emerged as a part of our lives and conversations, the belief has been that once you create a Web site, the world will automatically know it exists and will beat a path to your door to do business with you. The idea is that once you have taken the time and effort to publish a Web site, the job is done and all you have to do is make sure the site is live and wait for the e-mails to come in.

Reality: “Building a web site is just the first step.”
Getting business from your Web site is a lot like getting business from a great brochure. You can have the best brochure in the world, but it isn’t going to bring you any business if it sits in the bottom drawer of your salesperson’s desk. The same is true with your Web site. You can have the greatest Web site in the world, but it will not bring you any business if you do nothing to let your target market know the site exists and encourage them to visit.

You need a strategy to reach your target market online and offline that encourages them to visit your site. Search engine registration is one element, and there are many more. Your strategy could include the following marketing techniques:

-Mail list marketing

-Newsgroup or forum participation

-Electronic press release distribution

-E-zine article submissions

-Cybermall participation

-Listings in meta indexes and industry-specific directories

-Banner advertising

-Links from sites frequented by your target market

It is critically important that you spend as much time planning and implementing the marketing of your site as you did in the planning and development of the site, if not more.

People believe that literally anyone can build a Web site?

Many people believe that literally anyone can build a Web site. There are many software programs, wizards, and templates to make it easy. There’s nothing to it. Web design is often viewed just like word processing or creating a flyer using a basic graphics and text software program. We get our brothers, uncles, and kids to design our professional Web sites. We hear it all the time: “His nephew is getting paid $50 per page and he does it in the evenings… there can’t be that much to it.”

Reality: “Not many do it right.”
It may be easy to build a Web site, but it’s a little more difficult to do it right. Our teenage kids may be quick with typing and be able to use graphics programs, but we wouldn’t consider having them develop our corporate brochure or marketing materials. Why, then, do so many people assume that these kids are capable of developing their corporate Web presence just because they can type and use a Web development software program?

When developing your Web site, you ideally start with the clear identification of your Web site objectives, your target market, and your products and services. Without identifying your primary and secondary objectives and articulating them to your Web developer, it is impossible for the developer to design and develop a site that is going to achieve your objectives. The site should be designed for your target market. If you don’t identify your target market to the Web developer, it will be tough for her to develop graphics that appeal to your target demographic.

In an ideal world, your site will be developed with input from several different disciplines. For instance, you will have input from a graphic designer. Your site needs dynamite graphics that “speak” to your target market. You will also have input from an individual with a public relations or advertising background. Your site needs succinct text that grabs the reader’s attention, gets the intended message across, and encourages the reader to take action, all in a screen or less. People in advertising are experts at this. You will have input from an individual who is great at programming. Your Web site should be robust and browser friendly. Most sites today include some Java, and possibly Macromedia Flash. If you have databases, it is very important that they be designed and built by someone who has expertise in this area. You will have input from an individual with expertise in Internet marketing. Your Web site must be search engine friendly. An Internet marketer knows what it takes to optimize each page of your site to achieve high ranking in search results. The Internet marketer also knows which repeat traffic generators, permission marketing techniques, and other elements are appropriate for your target market to help you achieve your online objectives.

So in light of all this, although our kids may be able to use a Web development program, I think we should leave this job to the experts. Your Internet presence provides you with an enormous opportunity. Do it right! You don’t get a second chance to make a first impression.

E-Business Industry

The size and demographics of the online population that makes up the Internet universe is an important component of the industry as every business must have an in-depth understanding of their target audience in order to be successful. In general, the number of Internet users is growing at a staggering rate.

The Computer Industry Almanac has reported that by the year 2002, 490 million people around the world will have Internet access; that is 79.4 per 1,000 people worldwide, and 118 people per 1,000 by year-end 2005. There are currently 374.9 million Internet users worldwide. From a demographics standpoint, Internet users are typically well educated, technically inclined, and financially well off. Popular uses of the Internet are for research purposes, entertainment, e-mail, chat, and for shopping. As the Internet expands so to does the number of opportunities for businesses.

The Internet has been known as a marketplace consisting of predominantly young, professional males. Over the span of 2000 we saw the demographics that make up the online universe expand and diversify. Shifts in Internet demographics are expected to continue in the foreseeable future as the use of the Internet continues to become an accepted part of every day life. The first quarter of 2000 marked the first time the number of women online in the United States surpassed that of men, according to a report by Media Metrix and Jupiter Communications. The number of seniors online is one of the most rapidly growing segments of the Internet. The number of seniors online at the beginning of was estimated at more than 23 million according to several sources. IDC, a leading industry analyst, expects the number of seniors online to grow to 34.1 million by 2004—an estimated 20% of all new Internet users. With the growth in the number of seniors taking to the online world, you will see an increase in the number of opportunities available to businesses who target this segment. Recent surveys by Harris Interactive found that “young people” in the U.S. between the ages of 18 and 24 have a significant amount of buying power, and are spending an estimated of $164 billion per year. This represents an attractive segment for businesses, because a respectable portion of the $164 billion spent is spent online and e-Business spending among this age group is more than four times the rate of e-Business spending among all adults.

e-Business brings forth a number of beneficial opportunities for existing businesses and new start-ups alike. Not only does it open the doors to new markets, but also it can open the door to new market opportunities. Consider the travel industry. Traditionally consumers would consult with their personal travel agent for vacation packages and flight information. The advent of the Internet and e-Business changed the rules for the travel industry, and new companies such as and were able to enter into the already highly competitive market by offering rock bottom pricing and empowering the consumer with the ability to quickly and easily plan their own trips without interacting with a travel agent. These new companies were able to provide their services to an enormous market and at a much lower cost than could traditional travel agents at the time As a result, they have been quite successful. This is only one example of how businesses can be successful through e-Business.

The Internet expansion into all business and personal communications is inevitable. What was considered a “trend” is becoming the “norm.” As people are becoming more familiar and trusting of online transactions, the consumer relationship is being improved each month due to new security-based technologies that are being developed. New media support groups are also speeding up the learning curve of the average Internet users.

The future is bright for e-Businesses. Not everything is available on the Internet… yet. Hot items for sale online have always been and continue to be apparel, computer hardware/software, music, books, electronics, toys, and travel, but more and more people are coming up with new business ideas every day to meet consumers needs and changes in the online demographics. A recent survey conducted by Roper Starch found that Internet users are becoming much more open to using the Internet to conduct personal business, such as banking, and to shopping online. According to the study, in 1998 31% of people surveyed shopped online, 16% conducted personal banking online, and 11% traded stocks. In 2000, each of these numbers increased to 56%, 25%, and 16% respectively. Several studies indicate these numbers are going to continue to increase over the next few years, presenting many opportunities to businesses looking to extend their operations online. With respect to the B2B (Business to Business) marketplace, the Yankee Group estimates that 90% of all small to medium sized businesses will make at least one purchase online this year.

Online revenue is expected to increase to $3.2 trillion by 2004, according to Forrester Research. These are encouraging numbers, but for dot com businesses the year 2000 was filled with many difficult challenges. No longer can an e-Business succeed based on a good idea alone—you need the right e-Business model, the right Web site, and the right volume of targeted traffic. This year you will see e-Business move from being an option to a common aspect of many businesses daily operations—it has already begun. Whether you are a dot com or a bricks and mortar, an established business or your business is just a dream, this book will assist you in taking your business online and serve as your guide on the path to e-Business Success.

The term of “E-Business"

The term “e-Business” is used commonly, but e-Business means different things to different people. To some people, e-Business is simply having a Web site with a toll-free number visitors can call to place an order.

Other people think e-Business is having a Web site that enables customers to submit their credit card information online, even though their orders may then be processed manually just like a fax or telephone order. Still others believe that e-Business means being able to place a secure online order, having immediate credit card verification, and having a fully integrated backend database that automatically updates and informs the customer of the latest prices and whether or not an item is in stock. The point is, how you define e-Business and how you implement e-Business on your site will depend upon your business and the type of products or services you are marketing on the Web.

For instance, a software development company that sells a downloadable software application (i.e., has no physical boxed version) has no inventory. Therefore, they would not require a backend inventory database to be integrated with their e-Business system. All they might need is an e-Business system that automatically verifies credit card information and takes payment. On the other hand, if you have an online business that intends to sell books, and you want to become the next, you will require a full-blown, fullfeatured, fully integrated e-Business system to compete with the Amazon.coms of the world. Otherwise, potential customers will shop at because their e-Business system is more convenient and easy to use.

The Right e-Business Model

“We are crossing a technology threshold that will forever change the way we learn, work, socialize and shop. It will affect all of us, and businesses of every type, in ways far more pervasive than most people realize.”

Bill Gates, Comdex 1994

Bill Gates was very prophetic when he made this statement in 1994, eons ago in terms of the Internet. Communicating with customers and other businesses has changed drastically over the past century. It started with print, then radio, television, phone, fax, and now the fastest medium yet—the Internet. The future is bright for businesses that utilize the Net as a primary medium of communication and sales.

The opportunity is there for anyone to create a dynamite business online if it is done right. Unfortunately, it’s not a matter of just developing a Web site, putting it online, and having the world beat a path to your door. To achieve success online, you have to choose the right business, choose the right e-Business model, develop the right Web site directed toward your target market, and then generate substantial traffic to your Web site. The online customer who visits your site is much more demanding than a typical offline buyer in many ways. The online buyer knows what he wants, how he wants it, when he wants it, and at what price. The product and service must be exactly what was ordered and must be delivered immediately to the correct place and for the lowest price he can find. Competition is fierce on the Internet, and you must do a number of things to succeed online. First, you have to create a professional and secure e-Business presence. Second, you have to target the demographic of Internet users who will use your product or service. Finally, you have to work diligently to attract traffic. Serious marketing research is required to successfully target and attract the appropriate customers.