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Starting an Online Business For Dummies®, 6th Edition

Name: Starting an Online Business For Dummies®, 6th Edition
Author: Greg Holden
ISBN: 9780470602102

by Greg Holden

July 2010

Beginner

432 pages

11h 33m

English

Wiley

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Copyright
About the Author
Acknowledgments
Publisher's Acknowledgments
Introduction
You Can Do It!The Water's Still FineWhere This Book Is Coming FromHow to Use This BookWhat This Book Assumes about YouWhat's Where in This BookPart I: Launching Your Online BusinessPart II: Establishing and Organizing Your Online BusinessPart III: Building Traffic through Social Networking and MorePart IV: Expanding beyond Your Own Web SitePart V: Keeping Your Business Legal and Fiscally ResponsiblePart VI: The Part of TensConventions Used in This BookIcons Used in This BookWe're in It Together
I. Launching Your Online Business
1. What's New: The Latest Tools and Strategies for Your Online Business
1.1. New Ways to Spread the Word1.1.1. Facebooking your business1.1.2. MySpace for MyCustomers1.1.3. Tweeting for fun and profit1.1.4. Blogging to build your business1.1.5. Search marketing1.2. New Ways to Accept Payments1.2.1. Google Payments1.2.2. Amazon.com Payments1.3. Reaching New Sales Venues1.3.1. Beyond eBay: Expanding to Amazon.com and more1.3.2. Partnering with a service provider1.3.3. Moving to brick and mortar1.3.4. Expanding to auction sales1.3.5. Sharing your work with Flickr1.3.6. Google's world of business resources1.4. Technologies You Need to Exploit1.4.1. Feeding your site with RSS1.4.2. Setting up site feeds1.4.2.1. Atom1.4.2.2. Feedster: A search engine for RSS feeds1.4.2.3. FeedBurner and other RSS syndicators1.4.3. Connecting with new customers: VoIP
2. Opening Your Own Online Business in Ten Easy Steps
2.1. Step 1: Identify a Need2.1.1. Getting to know the marketplace2.1.2. "Cee-ing" what's out there2.1.3. Figuring out how to do it better2.2. Step 2: Determine What You Have to Offer2.3. Step 3: Come Up with a Cyberbusiness Plan2.4. Step 4: Assemble Your Hardware and Software2.4.1. Finding a host for your Web site2.4.2. Assembling the equipment you need2.4.3. Choosing business software2.5. Step 5: Find People to Help You2.5.1. Hiring technical experts2.5.2. Gathering your team members2.6. Step 6: Construct a Web Site2.6.1. Make your site content-rich2.6.2. Establishing a graphic identity2.7. Step 7: Set Up a System for Processing Sales2.7.1. Providing a means for secure transactions2.7.2. Becoming a credit card merchant2.7.3. Keeping your books straight2.8. Step 8: Provide Personal Service2.8.1. Selling by sharing your expertise2.8.2. Making your site a go-to resource2.8.3. Becoming a super e-mailer2.9. Step 9: Alert the Media and Everyone Else2.9.1. Listing your site with Internet search services2.9.2. Reaching the entire Internet2.10. Step 10: Review, Revise, and Improve2.10.1. Taking stock2.10.2. Updating your data
3. Choosing and Equipping Your New E-Business
3.1. Mapping Out Your Online Business3.1.1. Looking around3.1.2. Making your mark3.1.3. Evaluating commercial Web sites3.2. Flavors of Online Businesses You Can Taste Test3.2.1. Selling consumer products3.2.2. Hanging out your professional services3.2.3. Selling your expertise3.2.4. Opportunities with technology or computer resources3.2.5. Being a starving artist without the starving3.3. Easyware (Not Hardware) for Your Business3.3.1. The right computer for your online business3.3.2. Processor speed3.3.3. Hard drive storage3.3.4. CD-RW/DVD±RW drive3.3.5. Monitor3.3.6. Fax equipment3.3.7. Image capture devices3.3.7.1. Digital camera3.3.7.2. Scanners3.4. Getting Online: Connection Options3.4.1. A second phone line3.4.2. Cable modem3.4.3. DSL3.4.4. Smart phone3.5. Software Solutions for Online Business3.5.1. Web browser3.5.2. Web page editor3.5.3. Taking e-mail a step higher3.5.4. Discussion group software3.5.5. FTP software3.5.6. Image editors3.5.7. Instant messaging3.5.8. Internet phone software3.5.9. Backup software
4. Selecting Your E-Commerce Host and Design Tools
4.1. Getting the Most from Your Web Host4.1.1. Domain-name registration4.1.2. Marketing utilities4.1.3. Catalog creators4.1.4. Database connectivity4.2. Finding a Web Server to Call Home4.2.1. Using software to build your Web site4.2.2. Investigating electronic storefront software4.2.2.1. ShopSite4.2.2.2. Miva Merchant4.2.2.3. ecBuilder Pro4.2.3. Easyhosting4.2.4. Moving into an online mall4.2.5. Turning to your ISP for Web hosting4.2.5.1. What to expect from an ISP Web hosting service4.2.5.2. What's the ISP difference?4.2.5.3. Where to find an ISP4.2.6. Going for the works with a Web hosting service4.2.6.1. What to look for in a Web host4.2.6.2. What's it gonna cost?4.3. Fun with Tools: Choosing a Web Page Editor4.3.1. For the novice: Use your existing programs4.3.2. For intermediate needs: User-friendly Web editors4.3.2.1. BBEdit4.3.2.2. Macromedia HomeSite4.3.2.3. CoffeeCup HTML Editor4.3.2.4. Nvu4.3.3. For advanced commerce sites: Programs that do it all4.3.3.1. Dreamweaver4.3.3.2. Microsoft Expression Web

II. Establishing and Organizing Your Online Business
5. Organizing Your Business Presence and Attracting Customers
5.1. Feng Shui Your Web Site5.2. Creating Content That Attracts Customers5.2.1. The KISS principle: Keep it simple, sir (or sister)5.2.2. Striking the right tone with your text5.2.3. Making your site easy to navigate5.2.4. Pointing the way with headings5.2.5. Becoming an expert list maker5.2.6. Leading your readers on with links5.2.7. Enhancing your text with well-placed images5.2.8. Making your site searchable5.3. Nip and Tuck: Establishing a Visual Identity5.3.1. Choosing wallpaper that won't make you a wallflower5.3.1.1. Color your Web site effective5.3.1.2. Tiling images in the background5.3.2. Using Web typefaces like a pro5.3.3. Clip art is free and fun5.3.4. A picture is worth a thousand words5.3.5. Creating a logo5.4. Inviting Comments from Customers5.4.1. Getting positive e-mail feedback5.4.2. Web page forms that aren't off-putting5.4.3. Blogs that promote discussion5.4.4. Providing a guestbook5.4.5. Chit-chat that counts5.5. Moving from Web Site to Web Presence5.6. Extreme Web Pages: Advanced Layouts5.6.1. Setting the tables for your customers5.6.2. Breaking the grid with layers5.6.3. Achieving consistency with Cascading Style Sheets
6. Making Shopping Easy on Your E-Commerce Site
6.1. Giving Online Shoppers What They Need6.1.1. Showing what you've got6.1.2. Don't be coy about your prices6.1.3. Earning trust to gain a sale6.1.4. Giving the essentials6.2. Managing Goods and Services6.2.1. Handling returns6.2.2. Adding shipping rates6.2.3. Maintaining inventory6.3. Keeping Your Web Site in Top Shape6.3.1. Using software to keep score6.3.2. When your service goes out to lunch6.3.3. Outsourcing your business needs6.3.3.1. How an ASP can help your company6.3.3.2. Doing your homework before you sign up6.4. Keeping Your Business Safe6.4.1. Separating the personal and the professional6.4.1.1. When the computer is a group sport6.4.1.2. One phone may not be enough6.4.2. Heading off disasters6.4.2.1. Insurance . . . the least you can do6.4.2.2. Think ahead to the unthinkable6.4.2.3. Antivirus protection without a needle6.4.2.4. A visible sign that you're trustworthy6.4.3. Installing firewalls and other safeguards6.4.3.1. Keeping out Trojan horses and other unwanted visitors6.4.3.2. Cleaning out spyware6.4.3.3. Positioning the firewall6.4.3.4. Keeping your firewall up-to-date6.4.4. Providing security with public keys6.4.4.1. The keys to public-key/private-key encryption6.4.4.2. Getting a certificate without going to school6.4.4.2.1. How certificates work6.4.4.2.2. Obtaining a certificate from VeriSign6.4.5. Keeping other noses out of your business6.4.5.1. Encryption software for the rest of us6.4.5.2. Encrypting e-mail messages6.4.5.3. Picking passwords that are hard to guess
7. Accepting Payments
7.1. Sealing the Deal: The Options7.2. Enabling Credit Card Purchases7.2.1. Setting up a merchant account7.2.2. Finding a secure server7.2.3. Verifying credit card data7.2.4. Processing the orders7.2.4.1. Do-it-yourself processing7.2.4.2. Automatic processing7.3. Choosing an Online Payment System7.3.1. Shopping cart software7.3.2. PayPal Merchant Services7.3.3. PayPal's personal payment services7.3.4. Google Checkout7.3.5. Micropayments7.3.6. Other payment options7.4. Fulfilling Your Online Orders7.4.1. Providing links to shipping services7.4.2. Presenting shipping options clearly7.5. Joining the International Trade Brigade7.5.1. Keeping up with international trade issues7.5.2. Researching specific trade laws7.5.3. Exploring free trade zones7.6. Shipping Overseas Goods7.7. Getting Paid in International Trade
8. Providing Customer Service with a Virtual Smile
8.1. Keeping Your Customers in the Loop8.1.1. Providing FAQs8.1.2. Writing an online newsletter8.1.3. Mixing bricks and clicks8.1.4. Creating an RSS feed8.2. Helping Customers Reach You8.2.1. Going upscale with your e-mail8.2.1.1. Setting up autoresponders8.2.1.2. Noting by quoting8.2.1.3. Attaching files8.2.1.4. Creating a signature file that sells8.2.2. Creating forms that aren't formidable8.2.2.1. The two components of Web page forms8.2.2.2. How the data gets to you8.2.2.3. Using Expression Web to create a form8.3. Making Customers Feel That They Belong8.3.1. Putting the "person" into personal service8.3.2. Not letting an ocean be a business barrier8.3.3. Enhancing your site with a discussion area8.3.3.1. Starting an alt discussion group8.3.3.2. Starting a Yahoo! Group
9. Sourcing Worldwide for Your Business
9.1. Knowing What Sells Well Online9.2. Finding Products Yourself9.2.1. Cleaning out your closets9.2.2. Outsourcing your sourcing9.2.2.1. Becoming a trading assistant9.2.2.2. Running a drop-off store9.2.3. Garage sales and flea markets9.2.4. Secondhand stores9.3. Working with Wholesale Suppliers9.3.1. Finding wholesalers9.3.2. Approaching wholesalers9.4. Turning to the Far East: Alibaba, Brokers, and More9.5. Working the Trade Shows
III. Building Traffic through Social Networking and More
10. Advertising and Publicity: The Basics
10.1. Coming Up with a Marketing Strategy10.1.1. A brand that speaks for you10.1.2. Being selective about your audience10.2. Publicity Strategies That Are Free10.2.1. A newsletter for next to nothing10.2.1.1. Publish or perish10.2.1.2. Extra! Read all about it!10.2.2. Participating in mailing lists and newsgroups10.2.2.1. Mailing lists10.2.2.2. Discussion groups10.2.3. A contest in which everyone's a winner10.2.4. Waving a banner ad10.2.4.1. Anteing up10.2.4.2. Designing your ad10.3. Guerrilla Marketing and Advertising Strategies10.3.1. Pop-up (and under, and over) ads10.3.2. Adding life to your ads10.4. Minding Your Ps and Qs (Puns and Quips)10.4.1. Speaking their language10.4.2. Using the right salutations10.4.3. Making your site multilingual10.4.4. Using the right terms
11. Search Engine Optimization
11.1. Understanding How Search Engines Find You11.1.1. Keywords are key11.1.2. Links help searchers connect to you11.1.3. Don't forget the human touch11.1.4. Taking the initiative: Paying for ads11.1.5. Knowing who supplies the search results11.2. Going Gaga over Google11.2.1. Googling yourself11.2.2. Playing Google's game to reach #111.2.3. Getting started with Google AdWords11.2.3.1. Getting the big picture11.2.3.2. Signing up for the service11.2.3.3. Writing AdWords ads11.3. Leaving a Trail of Crumbs11.3.1. Adding keywords to your HTML11.3.1.1. Where to put the <meta> tag11.3.1.2. How to create a <meta> tag11.3.2. . . . and don't forget about Bing11.3.3. Registering your site with Google11.3.4. Getting listed on Yahoo!11.3.4.1. Paying for Yahoo! Search Marketing11.3.4.2. Listing in the Yahoo! index11.3.5. Getting listed with other search services11.3.6. Adding keywords to key pages11.3.7. Don't make your pages hard to index11.3.8. Maximizing links11.4. Monitoring Traffic: The Science of Web Analytics11.4.1. Software to improve SEO11.4.2. Do-it-yourself options
12. Selling on Craigslist, Amazon.com, and CafePress
12.1. Selling the Smart Way on Craigslist12.1.1. Gather details12.1.2. Take photos12.1.3. List the item12.2. Becoming an Amazon.com Seller12.2.1. Become an Amazon.com Associate12.2.1.1. Becoming an affiliate12.2.1.2. Becoming a search marketer12.2.2. Creating an aStore12.2.3. Join the marketplace12.2.4. Professional Subscription12.2.5. WebStores12.3. Letting CafePress Sell Your Creative Work
IV. Expanding beyond Your Own Web Site
13. Running a Business with Online Auctions
13.1. Understanding eBay Auctions13.2. Building a Good Reputation13.2.1. Feedback, feedback, feedback!13.2.2. Developing a schedule13.2.3. Creating an About Me page13.3. Preparing Sales Descriptions That Sell13.3.1. Details, details13.3.1.1. Choosing a second category13.3.1.2. Focusing on your auction heading13.3.1.3. Choosing a good ending time for your sale13.3.1.4. Adding keywords13.3.1.5. Upgrading your listings13.3.2. Including clear images13.3.3. Being flexible with payment options13.4. Providing Good Customer Service13.4.1. Setting terms of sale13.4.2. Packing and shipping safely13.5. Moving from Auctioneer to eBay Businessperson13.5.1. Opening an eBay Store13.5.2. Striving for PowerSeller status13.6. Branching Out to Other Marketplaces
14. Taking Advantage of Google's Tools
14.1. Spreading the Word with Google14.1.1. Getting yourself listed in the Google Directory14.1.1.1. Submitting your site for inclusion14.1.1.2. Exchanging links with other Web sites14.1.2. Optimizing your site for better search results14.1.2.1. Keeping it fresh14.1.2.2. Building in keywords14.2. Adding Google Apps to Your Business14.2.1. Becoming master of a domain14.2.2. Verifying ownership14.2.3. Creating user accounts14.2.4. Delivering the goods with Gmail14.2.5. Staying in touch with Google Talk14.2.6. Keeping track with Google Calendar14.2.7. Creating pages with Google Sites14.2.8. Adding news headlines and other gadgets14.3. Googling Business News and Trends14.3.1. Looking up newspaper and magazine articles14.3.2. Searching through blogs14.3.3. Working smarter with Google Analytics14.4. Selling Your Wares with Google
15. Spreading the Word on Facebook, Twitter, and Blogs
15.1. Developing a Business Presence on Facebook15.1.1. Attracting "likers" to your Facebook page15.1.2. Letting your customers comment15.1.3. Creating a Facebook "kiosk"15.2. Building a Fan Base with Twitter15.2.1. Setting up a Twitter presence15.2.2. Signing up and posting15.3. Using Your Blog for Profit . . . and Fun15.3.1. Choosing a host with the most for your posts15.3.2. Adding ads to your blog15.3.3. Asking for donations15.3.4. Achieving other business benefits15.3.4.1. Marketing yourself15.3.4.2. Selling your products instead of yourself
V. Keeping Your Business Legal and Fiscally Responsible
16. Keeping It All Legal
16.1. Trade Names and Trademarks16.1.1. Determining whether a trademark is up for grabs16.1.2. Protecting your trade name16.1.3. Making sure your domain name stays yours16.1.4. Copyright you can count on16.1.5. Making copyright work for you16.1.5.1. Creating a good copyright notice16.1.5.2. Protection with digital watermarks16.1.5.3. Doing the paperwork on your copyright16.2. Licensing and Other Restrictions16.2.1. Local regulations you should heed16.2.2. Restrictions that may restrict your trade16.3. Avoiding Conflicts with Your Customers16.4. Deciding on a Legal Form for Your Business16.4.1. Sole proprietorship16.4.2. Partnership16.4.3. Advantages of a statutory business entity16.4.3.1. Subchapter S corporations16.4.3.2. C corporations16.4.3.3. Limited liability corporations
17. Online Business Accounting Tools
17.1. ABCs: Accounting Basics for Commerce17.1.1. Choosing an accounting method17.1.1.1. Cash-basis versus accrual-basis accounting17.1.1.2. Choosing an accounting period17.1.2. Knowing what records to keep17.1.2.1. Tracking income17.1.2.2. Assessing your assets17.1.2.3. Recording payments17.1.2.4. Listing expenses17.1.3. Understanding the Ps and Qs of P&Ls17.2. Accounting Software for Your Business17.2.1. Full-featured software: OWL Simple Business Accounting17.2.2. Keeping It Simple: QuickBooks Simple Start17.3. The Taxman Cometh: Concerns for Small Business17.3.1. Should you charge sales tax?17.3.2. Federal and state taxes17.3.3. Deducing your business deductions17.3.3.1. Your home office17.3.3.2. Your computer equipment17.3.3.3. Other common business deductions
VI. The Part of Tens
18. Ten Must-Have Features for Your Web Site
18.1. Secure Some Easy-to-Remember URLs18.2. Provide a Convenient Payment Method18.3. Promote Security, Privacy, and Trust18.4. Choose Goods and Services That Buyers Want18.5. Have a Regular Influx of New Products18.6. Optimize Your Site for Search Engines18.7. Be Current with Upkeep and Improvements18.8. Personally Interact with Your Customers18.9. Help Your Customers Get to Know You18.10. Provide Lots of Navigation Options
19. Ten E-Commerce Marketplaces Worth Exploring
19.1. Making Your Own Product Line: Etsy.com19.2. OnlineAuction.com19.3. eCrater19.4. iOffer19.5. WorthPoint/GoAntiques19.6. Chatting It Up on Bonanzle19.7. HighWire19.8. ArtFire19.9. Webstore.com19.10. Taking a Personal Approach: Wensy.com

Overview

The nuts-and-bolts for building your own online business and making it succeed

Is there a fortune in your future? Start your own online business and see what happens. Whether you're adding an online component to your current bricks-and-mortar or hoping to strike it rich with your own online startup, the sixth edition of this popular and practical guide can help.

Find out how to identify a market need, handle promotion, choose Web hosting services, set up strong security, pop up prominently in search engine rankings, and more. The book explores the hottest business phenomenon today—social media marketing—with full coverage of Twitter, Facebook, blogs, and other technologies that are now firmly part of the online business landscape.

Dives into all aspects of starting and establishing an online business, including the very latest big trends
Highlights business issues that are of particular concern to online businesses
Reveals how to identify a market need, handle promotion, choose Web hosting services, set up strong security, pop up prominently in search engine rankings, and more
Covers the hottest social media marketing opportunities, including Twitter, Facebook, YouTube, and blogs
Shows you specific types and examples of successful online businesses
Provides the latest on B2B Web site suppliers, such as AliBaba.com

Build a better online business from the ground up, starting with Starting an Online Business For Dummies, 6th Edition!

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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