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YOUR BUSINESS BACKGROUND & COMPONENTS • • • • ARPANET ETHERNET TCP/IP COMPONENTS PERSONAL COMPUTER COMMUNICATIONS SERVER INTERNET COMPONENTS • USER PC • USER’S COMMUNICATION EQUIPMENT • LOCAL LOOP CARRIER • ISP POP • USER SERVICES • ISP BACKBONE • ONLINE CONTENT • ORIGINS OF ONLINE CONTENT WHY HAVE A WEB SITE • BUSINESS GOALS On Line Sales Marketing On Line Service Information Delivery Customer Support Professional Appearance WHAT IS YOUR BUSINESS • BUSINESS PLAN – Road Map – Web site Plan as Key Part • • • • Business class & type Target Market Geographic Area Type of Product/Service WHAT IS YOUR BUSINESS • BUSINESS PLAN – Road Map – Web site Plan as Key Part • • • • Business class & type Target Market Geographic Area Type of Product/Service WHAT IS YOUR BUSINESS • BUSINESS PLAN – Road Map – Web site Plan as Key Part • • • • Business class & type Target Market Geographic Area Type of Product/Service WHAT IS YOUR BUSINESS • BUSINESS PLAN – Road Map – Web site Plan as Key Part • • • • Business class & type Target Market Geographic Area Type of Product/Service WEB SITE ARCHITECTURE BUILD A WEB SITE • MAKE • BUY • CONTRACT BUILD A WEB SITE • MAKE & BUY • D0 IT YOURSELF • HTML UTILITIES • PACKAGE SOLUTIONS • TEMPLATES • INTEGRATED TEMPLATES • MARKET/STORE FRONT HTML CODE <html> <head> <title>BRANNING & HARRISON - SARASOTA</title> <meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"> <meta name="description" content="Branning & Harrison, Sarasota, Florida. Personal Injury, Medical Malpractice, Real Property Law and Corporate Transactions."> <meta name="keywords" content="Branning and Harrison,Sarasota,Florida,attorneys,personal injury,medical malpractice,real property,law firm,law firms,attorney,Sarasota,Florida,West Coast Florida,corporate transactions."> <style type="text/css"> <!-.header1 { font-family: "Times New Roman", Times, serif; font-size: 28pt; font-weight: 700; color: #FFFFFF} .header2 { font-family: "Times New Roman", Times, serif; font-size: 16pt; color: #330000} .body { font-family: Times, "Times New Roman", serif; font-size: 13pt; color: #330000} .address { font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10pt; font-weight: 700; color: #FFFFFF} body { background-color: #FFFFFF; background-image: url(resources/bkgd.gif); backgroundrepeat: no-repeat; background-position: center center} .arial { font-family: Arial, Helvetica, sans-serif; font-size: 8pt} a:active { color: #000000} a:hover { color: #000000} PLUS THREE PAGES!!!!! TEMPLATE/HOST TEMPLATE/HOST TEMPLATE/HOST TEMPLATE/HOST TEMPLATE/HOST PACKAGE SOLUTIONS • BIG NAMES – IBM, Compaq, Dell, HP, Gateway • INTERNET WEB SITES – Verza.com, Vista.com • MARKET/STORE FRONT – Yahoo!, eBay, Amazon.com Online Store Monthly Costs eBay Yahoo Shopping Amazon zShops Basic rent $9.95 $100** $39.99 Listing Fee 5 cents N/A 10 cents after 40,000 items Final Value Fee 5% 2% of sales over $5,000 5% INTERNET STORE INTERNET STORE INTERNET STORE INTERNET STORE HIRE A DEVELOPER • Some Options – – – – Hacker Advertising agencies Professional Designer Internet • Selecting – Where to Look – Items to check WEB DEVELOPER WEB DEVELOPER HIRE A DEVELOPER • Contract/Agreement – “Standard” format – To protect you – Hire a Lawyer??? CRITICAL ITEMS • Domain Name • Search Engine • ISP DOMAIN NAME • Categories – Generic top-level – Country Code • Obtain & Register – Determine Availability – Register at icann approved registrar GOOD DOMAIN NAME Characteristics • • • • • • Short Memorable Not easily confused Hard to mispel Relates to your business Sounds solid Protection • Patent • Trademark • Copyright DOMAIN NAME • Categories – Generic top-level – Country Code • Obtain & Register – Determine Availability – Register at icann approved registrar DOMAIN NAME DOMAIN NAME DOMAIN NAME DOMAIN NAME DOMAIN NAME GOOD DOMAIN NAME Characteristics • • • • • • Short Memorable Not easily confused Hard to mispel Relates to your business Sounds solid Protection • Patent • Trademark • Copyright SEARCH ENGINE Spider/crawler/directory Metatags/Key Words Getting Listed • • • • Register with service Partner with other sites Hire a consultant Include URL in all e-mail Pay for Placement • MSN, Yahoo!, Lycos, AltaVista • Google SEARCH ENGINE HTML CODE <html> <head> <title>BRANNING & HARRISON - SARASOTA</title> <meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"> <meta name="description" content="Branning & Harrison, Sarasota, Florida. Personal Injury, Medical Malpractice, Real Property Law and Corporate Transactions."> <meta name="keywords" content="Branning and Harrison,Sarasota,Florida,attorneys,personal injury,medical malpractice,real property,law firm,law firms,attorney,Sarasota,Florida,West Coast Florida,corporate transactions."> <style type="text/css"> <!-.header1 { font-family: "Times New Roman", Times, serif; font-size: 28pt; font-weight: 700; color: #FFFFFF} .header2 { font-family: "Times New Roman", Times, serif; font-size: 16pt; color: #330000} .body { font-family: Times, "Times New Roman", serif; font-size: 13pt; color: #330000} .address { font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10pt; font-weight: 700; color: #FFFFFF} body { background-color: #FFFFFF; background-image: url(resources/bkgd.gif); backgroundrepeat: no-repeat; background-position: center center} .arial { font-family: Arial, Helvetica, sans-serif; font-size: 8pt} a:active { color: #000000} a:hover { color: #000000} SEARCH ENGINE Spider/crawler/directory Metatags/Key Words Getting Listed • • • • Register with service Partner with other sites Hire a consultant Include URL in all e-mail Pay for Placement • MSN, Yahoo!, Lycos, AltaVista • Google SEARCH ENGINE SEARCH ENGINE SEARCH ENGINE LISTING SEARCH ENGINE LISTING INTERNET SERVICE 1 PROVIDER • Define Requirements – – – – Define store parameters/features Page download time Site space requirements POP 3 e-mail accounts Search/Select Host – Send outline to 10 candidates • Send e-mail to help desk • Analyze response & timeliness • Compare pricing, access & fees PROMOTING YOUR SITE • • • • • Public Relations Affiliate Marketing Online Advertising Traditional Advertising E-Mail Marketing PUBLIC RELATIONS • • • • • Press Releases Publish Guest Speaker Join Associations Buzz AFFILIATE MARKETING 1. 2. 3. 4. Find Affiliates Pay for Results Get Help Monitor Performance ADVERTISING • Online – – – – – Banner Ads Skyscrapers Interstitials Rich Media Gizmos • Traditional – – – – Local/Cable TV Radio Publications Direct Mail E-Mail Marketing • • • • • • Bulk email List Servers Autoresponders Newsgroups Discussion Groups Viral Marketing E-Mail Marketing • • • • • • Bulk email List Servers Autoresponders Newsgroups Discussion Groups Viral Marketing SELLING ON THE WEB • • • • • • Trust Pricing Secure Ordering Shopping Cart Payment Acceptance Fulfillment TRUST • Fundamental Forms – – – – – – Brand Identity Navigation Fulfillment Presentation Seal of Approval Technology • Essentials – – – – – Delivery Loads Contact Info Updates User interaction TRUST • Fundamental Forms – Brand Identity – Navigation – Fulfillment – Presentation – Seal of Approval – Technology • Essentials – Delivery – Loads – Contact Info – Updates – User interaction PRICING • Expectation – Less due to investment – Ability to raise/lower prices – Ability for unique pricing • Actual – Shipping costs – Comparison shopping – Can’t price by customer SECURE ORDERING Must Include – – – – – Searchable product catalog Shopping Cart Secure Checkout Credit Card Handling Order Management SHOPPING CART Designed to prevent abandonment 1. 2. 3. 4. Can’t find what I’m looking for. Cart is hard to find Time to close the deal Don’t feel safe in your store PAYMENT 95% use Credit Cards – Transaction differences – Protection from risk Other Forms of Payment – Stored credit – Balance options FULFILLMENT Order processing and shipping. Options include – Outsource – Under promise/Over deliver – Return processing – More options MEASURING EFFECTIVENESS Key Reports ROI Metrics – – – – Visit Related Measurable May translate into sales/profits Should tie to plan objectives GOOD LUCK TITLE