Design and Launch Your eCommerce Business in a Week
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WWW.(Your Online Store).COMHave you fantasized about your own retail store-selling your own specialty items, showcasing unique products or better promoting existing products? Or have you dreamed of working from home, setting your own hours and still making great money? Today's technology makes it easier than ever to take your retail dreams to the world's largest marketplace-the Internet. In just days, you can build your own eCommerce website, reach potential customers by the millions, process orders 24/7 and accept payments from all over the world-with no technical background or graphic design skills! Design a professional eCommerce site using inexpensive, turnkey solutions from established companies like Google, Yahoo! and Go Daddy that require no programming or graphic design knowledge Create content and online deals that capture shoppers and keep them coming back Use surefire online tools that work 24/7 to handle payments and accept orders Drive traffic using Search Engine Optimization and other marketing and advertising techniques Skillfully handle inventory, order fulfillment, customer service and all other operationsThe world's largest marketplace is at your fingertips…take advantage of it!Jason R. Rich is a bestselling author of more than 35 books, including several e-commerce guides; a frequent contributor to several national magazines and daily newspapers; and a consultant to individuals and businesses looking to launch a successful e-commerce website.
Acknowledgments xiPreface xiiiThe Lingo You'll Need to Know xvRunning a Successful Online Business xviAlmost Anything Can Be Sold Online xviiGetting Started Is Relatively Easy xixTurnkey E-Commerce Solutions xixE-Commerce vs. Traditional Retail xxiPlan on Making an Ongoing Investment in Time and Money xxiiWhat's Covered Here xxivLet's Get Started! xxvChoosing a Product to Sell 1Consider Your Existing Competition in Cyberspace 2Seek Out Your Existing Real-World Competition 3Determine Your Inventory Requirements 3Calculate Your Costs 4Set Your Pricing 5The Demographics of Your Target Audience 6Figure Out How You'll Reach Your Audience 7Forecast the Current and Future Demand for Your Product 8Finding Potential Products to Sell 9What's Next 11Getting to Know Your Target Audience 13Establish Your Niche 14Defining Your Audience 15Doing Your Market Research 21Addressing the Wants and Needs of Your Customers 21Reaching Your Customers and Driving Them to Your Website 24What's Next 25The Tools You'll Need to Get Started Selling Online 27Gathering the Equipment You'll Need 28Setting Up Your Business 31Establishing Your Own Shipping Department 32Your Business's Infrastructure 33What's Next 34Preparing the Website: Assets and Elements You'll Need 35Creating Your Site's Text 37Creating Professional Quality Product Photos 38Your Company's Logo 40Your Online Business's URL 41Putting the Pieces Together 44What's Next 45An Introduction to E-Commerce Turnkey Solutions 47The Pros and Cons of Using This Solution 48Initial Startup Costs 51Understanding Online Payment Options 52Security Considerations 56Selecting the Right E-Commerce Turnkey Solution 57What's Next 59E-Commerce Turnkey Solution Round-Up 61Shopping for Your E-Commerce Turnkey Solution 62eBay Stores 63eBay ProStores 65FatCow.com 67GoDaddy.com's WebSite Tonight and Quick Shopping Cart 691&1 eShops 71OSCommerce 72Yahoo! Stores (Yahoo! Small Business Solutions) 74Growing Beyond Your Turnkey Solution 76Understanding E-Commerce Web Site Design Fundamentals 77What's Next 77Website Design Fundamentals 79Individual Web Pages that Comprise a Quality E-Commerce Website 80Other Individual Web Pages to Incorporate within Your Site 83Top Ten Website Design Tips 87Know Your Customer's Surfing Capabilities 92Seek Out Website Testers Before Launching Your Site 93What's Next 95Alternative Online Payment Options 97The Benefits of Google Checkout and PayPal 99What's Next 105Advertising, Promoting, and Marketing Your Online Business 107Preparing Your Advertising, Public Relations, and Marketing Campaign 111Advertising Your Site 113Public Relations 101 116Marketing Strategies 124What's Next 126Search Engine Optimization and Marketing 127Help Surfers Find Your Biz Using Search Engine Optimization (SEO) 129Incorporating Meta Tags into Your Website's HTML Programming 130Search Engine Optimization Tools and Resources 134Drive Targeted Traffic to Your Site Using Search Engine Marketing 135Launch Your Search Engine Marketing Ad Campaign 136The Anatomy of a Search Engine Marketing Ad 139Setting Your Budget 140Online Display Advertising 141Developing an Affiliate Program 142Price Comparison Websites: Drive Price-Conscious Consumers to Your Site 143Final Thoughts about Advertising Your Online Business 144What's Next 145Managing Order Fulfillment and Everyday Business Operations 147Fulfilling Your Orders 148Managing Your Inventory 151Providing Top-Notch Customer Service 152Growing Your Business 153Keep Track of Your Startup 154Learn from Other E-Commerce Business Operators 159Eric Mindel 160Brian Seed 165Nancy Kerrigan 169Michael Alahverdian 171Clay Baker 179Kiel James Patrick 184Glossary 195Index 201
