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TRUMP UNIVERSITY ENTREPRENEURSHIP 101
Permission marketing, where visitors opt in to receive communica-
tions from your company
Current content and information (world news reports, stock market
Products or services that are consumable and needed or wanted con-
tinuously (clothing, beauty products, food)
The most successful sites are those that enjoy frequent repeat visitors:
Google (information), eBay (auctions), Yahoo! (e-mail), Craigslist (connec-
The least successful sites have one-time buyers. Even if the buyer is satisﬁed,
there is no continuing reason for him or her to return. Note that you can have
a smaller successful web business with no repeat customers simply because the
size of the total world market is so large. But repeat trafﬁc certainly makes the
magnitude of success greater.
Making Money over the Web
I’ve now explained how you can create trafﬁc on your site and what you must
do to encourage customers to return. This section examines some business
design options for your Money Machine to make money. There is a range of
web revenue models; the major ones are discussed next.
As we saw with www.bocajava.com, product e-tailers use their web sites as
shopping carts for their products. There is an operational infrastructure be-
hind the scenes to fulﬁll the purchase order. The operational infrastructure
would encompass inventory control, manufacturing or outsourcing, shipping,
customer service, and most functions of non-Web businesses. Typical ex-
amples of product e-tailers are www.chocolate.com, www.ﬂowers.com, and
www.hats.com, to name but three from millions.
Membership revenue models permit access to valuable sections of a web site
for a fee. By way of example, www.AngelDeals.com provides members with
access to databases for global venture capital ﬁrms and angel investor networks,
the ability to create and post executive summaries online, access to contacts
around the world, and business planning content.