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YOUR BUSINESS
BACKGROUND &
COMPONENTS
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ARPANET
ETHERNET
TCP/IP
COMPONENTS
PERSONAL 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 GOALS
On 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
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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
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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
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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
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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 CODE
<html>
<head>
<title>BRANNING &amp; 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); backgroundrepeat: no-repeat; background-position: center center}
.arial { font-family: Arial, Helvetica, sans-serif; font-size: 8pt}
a:active { color: #000000}
a:hover { color: #000000}
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
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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
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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
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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
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Register with service
Partner with other sites
Hire a consultant
Include URL in all e-mail
Pay for Placement
• MSN, Yahoo!, Lycos, AltaVista
• Google
SEARCH ENGINE
HTML CODE
<html>
<head>
<title>BRANNING &amp; 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); backgroundrepeat: no-repeat; background-position: center center}
.arial { font-family: Arial, Helvetica, sans-serif; font-size: 8pt}
a:active { color: #000000}
a:hover { color: #000000}
SEARCH ENGINE
Spider/crawler/directory
Metatags/Key Words
Getting Listed
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Register with service
Partner with other sites
Hire a consultant
Include URL in all e-mail
Pay for Placement
• MSN, Yahoo!, Lycos, AltaVista
• Google
SEARCH ENGINE
SEARCH ENGINE
SEARCH ENGINE LISTING
SEARCH ENGINE LISTING
INTERNET SERVICE
1
PROVIDER
• Define Requirements
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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
PROMOTING YOUR SITE
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Public Relations
Affiliate Marketing
Online Advertising
Traditional Advertising
E-Mail Marketing
PUBLIC RELATIONS
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Press Releases
Publish
Guest Speaker
Join Associations
Buzz
AFFILIATE MARKETING
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3.
4.
Find Affiliates
Pay for Results
Get Help
Monitor Performance
ADVERTISING
• Online
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Banner Ads
Skyscrapers
Interstitials
Rich Media
Gizmos
• Traditional
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Local/Cable TV
Radio
Publications
Direct Mail
E-Mail Marketing
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Bulk email
List Servers
Autoresponders
Newsgroups
Discussion Groups
Viral Marketing
E-Mail Marketing
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Bulk email
List Servers
Autoresponders
Newsgroups
Discussion Groups
Viral Marketing
SELLING ON THE WEB
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Trust
Pricing
Secure Ordering
Shopping Cart
Payment Acceptance
Fulfillment
TRUST
• Fundamental Forms
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Brand Identity
Navigation
Fulfillment
Presentation
Seal of Approval
Technology
• Essentials
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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
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Searchable product catalog
Shopping Cart
Secure Checkout
Credit Card Handling
Order Management
SHOPPING CART
Designed to prevent abandonment
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4.
Can’t find what I’m looking for.
Cart is hard to find
Time to close the deal
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
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Visit Related
Measurable
May translate into sales/profits
Should tie to plan objectives
GOOD LUCK
TITLE