Brilliant Start-Up, 2nd Edition

Reduce your start-up costs 77

Don’t think you can do this just by advertising. Some dotcoms

spent tens of millions on advertising, and still failed to gain

enough visitors.

Brand

It helps if your web address is memorable.

But, as the step on branding points out (page 198), a good

brand is as much about reliability as anything else. Even large

companies muck this up.

Service

Price is still not the number one

factor on the web. I’m not alone in

going back to certain more expen-

sive online stores simply because the

transaction is simple, they have a

transparent returns policy, and they follow up my orders.

brilliant ...