| Acknowledgments |
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xiii | |
| Introduction |
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xv | |
| Part I. Strategic Planning |
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Comprehending the Opportunities for Doing Business on the Web |
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3 | (8) |
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4 | (1) |
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5 | (1) |
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6 | (1) |
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7 | (1) |
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8 | (1) |
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8 | (1) |
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Smarts + Sweat + Swiftness = Opportunity |
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9 | (2) |
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Making Your Web Site Purposes Crystal Clear |
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11 | (10) |
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12 | (1) |
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13 | (2) |
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15 | (1) |
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16 | (2) |
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18 | (3) |
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Devising an Adequate Revenue Plan |
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21 | (12) |
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Traditional Versus E-Businesses |
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22 | (1) |
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23 | (3) |
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Referral Revenue-Affiliate Program |
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26 | (3) |
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Sales Transaction Revenue |
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29 | (2) |
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Multiple Sources of Revenue |
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31 | (2) |
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Defining a Unique E-Business Niche |
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33 | (12) |
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34 | (2) |
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Differentiating Niches from Blocks |
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36 | (1) |
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The Elusive Holy Grail of the ``Ideal'' Product |
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36 | (1) |
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37 | (1) |
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37 | (3) |
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40 | (1) |
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41 | (1) |
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Brick-and-Mortar versus Internet Niches |
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42 | (2) |
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Finding and Filling Your Niche |
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44 | (1) |
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Assessing Your Core Competencies |
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45 | (4) |
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Identify Your Interests, Abilities, and Strengths |
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46 | (1) |
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46 | (1) |
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Identify Your Competitive Advantage |
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47 | (1) |
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Decide How to Sustain Your Competitive Advantage |
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47 | (2) |
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Developing a Unique Sales Proposition (USP) |
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49 | (6) |
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What Is a Unique Selling Proposition? |
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50 | (1) |
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51 | (4) |
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Setting Goals for Your E-Business |
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55 | (6) |
| Part II. Situation Analysis |
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Performing a SWOT Analysis |
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61 | (6) |
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62 | (1) |
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62 | (1) |
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62 | (1) |
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63 | (2) |
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Blank SWOT Analysis Chart |
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65 | (2) |
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Conducting an Industry Analysis |
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67 | (3) |
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67 | (1) |
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68 | (1) |
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68 | (2) |
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Analyzing the Competition |
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70 | (1) |
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70 | (1) |
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70 | (1) |
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Highlight Strengths, Vulnerabilities, and Gaps |
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70 | (1) |
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Understanding Your Customers |
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71 | (20) |
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Preparing a Customer Profile |
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77 | (1) |
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Learning about Your Site Visitors |
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77 | (3) |
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Elements of a Customer Profile |
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80 | (3) |
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Online Demographic Resources |
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83 | (1) |
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Determining Customer Lifetime Value |
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84 | (4) |
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88 | (3) |
| Part III. Market and Product Focus |
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Segmenting Your Internet Market |
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91 | (6) |
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91 | (2) |
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Segmenting Newsletter Subscribers |
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93 | (1) |
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Segmenting Types of Site Visitors |
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93 | (3) |
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96 | (1) |
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Differentiating Your Company's Products and Services |
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97 | (10) |
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98 | (1) |
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98 | (1) |
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98 | (1) |
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99 | (1) |
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100 | (1) |
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100 | (2) |
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102 | (1) |
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102 | (1) |
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Recommended Reading: Differentiate or Die |
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103 | (4) |
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Naming Your Online Business |
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107 | (14) |
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Develop a Clear, Simple Statement Describing Your Business |
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107 | (1) |
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List All the Words That Relate to Your Business Idea |
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108 | (1) |
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Brainstorm Business Name Word Combinations |
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108 | (8) |
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Check Domain Name Availability |
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116 | (1) |
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Check Trademark Availability |
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116 | (1) |
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Purchase Relevant Domain Name(s) |
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117 | (1) |
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118 | (3) |
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Building Trust in an Unknown Web Business |
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121 | (10) |
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Designing a Site That Builds Trust |
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122 | (2) |
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A Personal Feel That Builds Trust |
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124 | (5) |
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An Ordering Policy That Builds Trust |
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129 | (1) |
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Associations That Build Trust |
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130 | (1) |
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Positioning Your Company in the Consumer's Mind |
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131 | (10) |
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131 | (2) |
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Positioning Your Business |
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133 | (1) |
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You've Got to Take a Stand |
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134 | (2) |
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136 | (5) |
| Part IV. The 4 Ps of Marketing |
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141 | (6) |
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141 | (1) |
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142 | (1) |
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The Product You Market Is Often the Web Site |
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142 | (1) |
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Kinds of Internet Products or Compaines |
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143 | (2) |
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145 | (1) |
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146 | (1) |
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P2---Place (Distribution) |
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147 | (22) |
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148 | (1) |
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148 | (3) |
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151 | (1) |
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151 | (2) |
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153 | (1) |
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Crucial Differences Between Retailing and E-Tailing |
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154 | (2) |
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156 | (6) |
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How Realistic Is an Online Store as an Add-on to a Retail Store? |
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162 | (3) |
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Decision: Distribution Chain Strategies in the Internet Age |
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165 | (2) |
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Decision: Selecting Shipping Services |
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167 | (2) |
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169 | (22) |
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The Five Mutable Laws of Web Marketing |
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169 | (6) |
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The Eight Essential Types of Internet Promotion |
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175 | (10) |
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Developing an Effective Internet Promotional Mix |
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185 | (2) |
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Outsourcing Web Site Promotion |
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187 | (4) |
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P4---Price: Pricing Strategy |
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191 | (20) |
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192 | (1) |
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193 | (1) |
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194 | (2) |
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196 | (3) |
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199 | (1) |
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200 | (1) |
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Decision: Web Examples of Deliberate Pricing Strategies |
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201 | (3) |
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Review: Make Your Price Sell! |
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204 | (7) |
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Budgeting for and Implementing Your Internet Marketing Plan |
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211 | (14) |
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How Much to Budget for Marketing |
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211 | (1) |
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Determining an Online Widget Marketing Budget |
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212 | (3) |
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What to Include in Your Budget |
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215 | (1) |
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Three Sample Internet Marketing Budgets |
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216 | (4) |
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220 | (5) |
| Part V. Putting It All Together |
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Writing Your Internet Marketing Plan |
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225 | (14) |
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Separate or Integrated Marketing Plans? |
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226 | (1) |
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Differences between a Business Plan and Marketing Plan |
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227 | (1) |
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227 | (1) |
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228 | (1) |
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Overview of the Marketing Plan |
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228 | (11) |
| Appendix The Internet Marketing Checklist: 27 Ways to Promote Your Web Site |
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239 | (10) |
| Index |
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249 | |
Other versions by this Author