Transcript Doing Business Online Aug04

Access eCommerce
Exploring Electronic
Commerce
Jane Nolan Goeken
Community Development Specialist
Iowa State University Extension
Course Objectives and Outline
 Part 1 – Exploring E-Commerce
 Criteria for evaluating sites
 The Internet as a research tool
 Part 2 – Planning Your Website
 Stages of website development
 Website costs and services
 Part 3 – Promoting your Website
 Tell everyone about it
 All about search engines
 Part 4 – Internet Business Plan
 Case Study
Doing Business Online
How small business use the Internet
Bringing your business online
Resources you can use today
Today we’ll look at…
 Small Business Use of the Net
 Examples of How Businesses use the Net
 The Internet as a Research Tool
 Getting a Web Presence
 Web Design and Promotion Tips
Small Business Use of
the Internet
eCommerce is all about…
 Using online resources and tools to do
business better
 Making money and saving money online
 It’s NOT always about SELLING on the
Internet!
Changing Internet Statistics
Online access:
 58% of American households are
connected to the Internet
 16% have a broadband connection
Online shopping:
 43% of Internet users buy online
 29 purchases/year
 Spend $95/month online
Businesses online:
 60% of small businesses have websites
Online Resources that Small
Businesses Rate as Important
Online identity 99.5%
Site interactivity 67%
Online promotions 62%
Online transactions 55%
Source: Interland 2004 E-commerce Survey
Selling Goods and Services
on a Website
 Websites increase sales indirectly.
Stimulates customers to buy by
phone, fax, e-mail or brings
customers into the store
 Only 24% of businesses with a
web site sell directly from their
sites
Source: National Federation of Independent Business
Examples of How Small
Businesses Use the Internet
Businesses Use the Internet to:
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Build an existing business
Add value to product or service
Reach distant markets
Offer innovative products and services
Build credibility
Build brand recognition
Cut operating costs
Build returning customer base
Leverage brick business with clicks
Start a business
Reach Distant Markets
80% of business
is conducted
over the Internet
in a place so
remote they
can’t even buy a
newspaper.
www.sawbill.com
Offer Innovative Products
www.casketfurniture.com
Offer Innovative Service
www.BlackSocks.com
Start a Business
www.islandshirts.com
The most successful online
businesses…
Know which web services meet the needs of
their customers and are creative in using the
web to attract customers.
The Internet as a
Research Tool
Research Doing Business Online
Search for:
 New suppliers
 Product ideas
 Marketing ideas
 Better prices
Searching for Information
 Use a directory
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Example: Yahoo or Google Directory
 Use a search engine
 Use a site that indexes websites on specific
topics
Google.com
 Searches 4,285,199,774 web pages
Tips for Searching
Google search results:
 widget parts
268,000
 “widget parts”
660
 “widget parts” green
56
 “widget parts” green -china
20
Research Your Competition
 Is your competition across the world or next
door?
 Search engines are the key to finding your
online competition
 What can you do better, or different?
Evaluate Your Competition
Visit their websites.
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What are they trying to do online?
What do you like or dislike?
What can your company do better?
Find out how popular these sites are
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Google using: link:www.company.com
Getting a Web Presence
Options for Doing Business Online
Do you really need a website? Consider:
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Auction Websites
Malls or Cooperatives
Online Storefronts
Develop your own website
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Templates
Hire a developer
Do it yourself
Combine several options
Online Auctions
Niche Malls or Coops
Online Storefronts
http://store.yahoo.com
Website Templates
Web Design and
Promotion Tips
Websites Should Be…
 Informative
 Fast
 Easy to navigate
 Tidy
 Accessible
Promoting Your Website
 Tell everyone about it
 Help search engines find you
Tips are at www.searchenginewatch.com
 Use traditional media
Viral Marketing
“Any advertising that propagates itself the way
viruses do.”
 Friends and relatives
 Customers
 Website visitors
Promotion ideas
 GotLogos.com
 Café Press
www.cafepress.com
Summary
 Become comfortable with the Internet
 Decide if you really need a website
 Explore web hosts, online malls, auctions for
features and costs
 Decide which services are right for your
business to meet your customer needs
 Promote to every living being on the planet,
and then promote some more
For more information
www.accessE.info