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Trump University Entrepreneurship 101: How to Turn Your Idea into a Money Machine, Second Edition
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Trump University Entrepreneurship 101: How to Turn Your Idea into a Money Machine, Second Edition

by Michael E. Gordon
September 2009
Beginner content levelBeginner
299 pages
8h 16m
English
Wiley
Content preview from Trump University Entrepreneurship 101: How to Turn Your Idea into a Money Machine, Second Edition
P1: OTA/XYZ P2: ABC
c12 JWBT144/Gordon September 16, 2009 12:54 Printer Name: Courier Westford, Westford, MA
Virtualize and Globalize
When he asked me, “By all the rules of business strategy, shouldn’t I
have expected better?” My answer to him was that the rules of conventional
competitive advantage (Chapter 15) do apply on the Web, and those rules are
subsumed under one obvious, fundamental, immutable principle:
Sustainable traffic is THE source of competitive
advantage on the Web.
Traffic determines success and nonsuccess for Web-based companies. My
suggestion to the aspiring coffee king was to become an expert on this key to
his success: Traffic!
Fixate on Traffic: Your One Source
of Competitive Advantage
How can you build sustainable traffic? According to Myron Waldman, pres-
ident of the Web-traffic-building company www.neededhere.net, three self-
evident rules must be followed:
1. First-time visitors must be able to find your site easily.
2. Visitors must be completely satisfied with their first experience.
3. Visitors must have strong reasons to return for more, based on your
business design.
1
Let’s examine each of these important rules.
First-Time Visitors Must Be Able to Find Your Site Easily
Using the coffee bag example, try this exercise. Assume you are a potential
customer for gourmet coffees, and you prefer to buy online because the se-
lection is so broad. You search Google.com, Yahoo.com, and
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Publisher Resources

ISBN: 9780470467183Purchase book