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Creating stores on the web Book

Creating stores on the web
Creating stores on the web, How many Web site propietors can say they've been making money since 1993? Joe Cataudella, founder of Tronix Multimedia, can. No matter what you want to sell in your online store, Joe Cataudella has some valuable advice for you. He started Tronix, a 100 p, Creating stores on the web has a rating of 2.5 stars
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Creating stores on the web, How many Web site propietors can say they've been making money since 1993? Joe Cataudella, founder of Tronix Multimedia, can. No matter what you want to sell in your online store, Joe Cataudella has some valuable advice for you. He started Tronix, a 100 p, Creating stores on the web
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  • Creating stores on the web
  • Written by author Ben Sawyer,Dave Greely,Joe Cataudella
  • Published by Berkeley, Calif. : Peachpit Press, 2000., 1999/12/28
  • How many Web site propietors can say they've been making money since 1993? Joe Cataudella, founder of Tronix Multimedia, can. No matter what you want to sell in your online store, Joe Cataudella has some valuable advice for you. He started Tronix, a 100 p
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Part I Introduction 1
1 Frequently Asked Questions 3
What kind of person does it take to run an online store? 4
How much will it cost to get my store up and running? 4
What equipment and software do I need? 5
Can I run my store out of my house or apartment or should I find an office? 5
How many employees do I need? Can I do it myself? 7
How much money can I make? 7
What are some advantages and disadvantages to running an online store? 8
How much content do I need to generate? 9
Are there any specific laws and regulations covering online stores? 9
How do I find a good lawyer? 10
What sells best on the Web? What should I sell? 10
Once I've started selling things, how do I get the products to the customers? 11
Can I make my store virtual? 12
Is there anyting I can sell and distribute directly over the Web? 12
Should I consider combining my traditional store with an online store? 13
What are some of the most successful online stores? 14
What are online auctions? 15
What's the difference between simply selling something online and running an online store? 16
Isn't online retailing really competitive? Will I be able to succeed? 16
Can I just open my store and let the orders roll in? 17
What is spam? Is it a good thing? 17
I don't know much about computers, let alone HTML code. What should I learn before opening my online store? 18
Should I hire someone to develop my site or should I do it myself? 19
Are there any "Shop In A Box" products available? 19
What are Net. Commerce, Open Market Transact, and Microsoft Site Server? 19
What are online malls and how do they work? 20
I hear there is a risk involved in accepting credit card orders. Should I accept them? 21
What other kinds of security risks do I have to worry about? 21
What are SET, SSL, e-cash, and TRUSTe? 21
I've heard a lot about VeriSign. Who are they? 22
Are there any good references to help online store proprietors? 23
All right, I'm going to start an online store. Where do I start? 23
2 The Story of Tronix 25
A Beginning in Retail 26
The Birth of Tronix 27
Keys to Success 30
Why Many Web Stores Fail 34
Becoming a Workaholic out of Necessity 35
Looking Ahead 37
3 Lessons From Other Online Retailers 39
Fogdog Sports 40
Eddie Bauer 44
Surf Warehouse 50
Learn from Others 54
4 Understanding the Online Store Market Opportunity 55
Starting with the Fundamentals 56
Web-User Demographics: From Hardware and Software to Users 60
How Are People Shopping Online? 68
Understanding the Nature of Online Shoppers 70
Understanding the Detriments 72
In the End, Information Is Key 73
What Does This All Mean? 74
What's a Web Merchant to Do? 75
Numbers Can't Make Your Idea Work 77
Further Reading and Resources 77
5 Web Store Business Models 81
One-to-One Relationships 82
Narrow Interest Aggregation 82
Low Cost of Entry 83
Leveraging Technology 84
The Sea Is Changing 84
Choosing a Business Model 85
Which Model Works for You 100
Part II Building Your Store 103
6 Launching Your Online Store 105
Selecting a Name 107
Choosing a Legal Entity 109
A Tax ID and Resale Certificate 112
Working Out of an Office 114
Acquiring a Merchant Account to Accept Credit Cards 120
Setting Up with Distributors and Vendors 121
Choosing Your Web-Hosting Situation 123
Hiring a Developer vs. Doing It Yourself 126
Choosing the Right Software 127
Wrap Up 134
7 Joe's Template for Store Design 137
Developing Your Own Web Site 138
Constructing a User-Friendly Web Site 143
On to Inventory 169
8 Stocking Your Store 171
Getting Product 172
Minimizing Your Inventory Risk 178
Knowing Which Items Are Hot 182
Importing 184
Getting Big by Keeping It Small 188
9 Creating Retail Content Without Spending a Fortune 189
Informational Content 191
Interactive Content 207
Multimedia Content 211
Software Content 216
Tips for Generating Good Content 219
Essential Gravy 223
Part III Promoting Your Store 225
10 Finding Customers Online 227
Forum and Community Types 229
Making Use of the Usenet 229
Using Mailing Lists 235
Using Online Forums and Clubs 236
Other Ways to Spread the Good Word 244
An Easy, Personal Way to Reach Customers 247
11 Promoting Your Store Online and Offline 249
Search Engines 250
Links 261
Bounty Programs 268
Online Malls 271
Working with Online and Offline Media 274
Never Underestimate Promotion 277
12 Advertising 279
Why, When, and What to Advertise? 280
Where Should I Advertise? 282
Where Should I Advertise on the Internet? 286
Banner Ads 295
Calculating a Return on Your Investment 297
Do it, Mix it, and Maintain it 298
Part IV Selling and Shipping 301
13 International Sales 303
Processing an International Order 304
Promoting Your Store Internationally 306
International Telecommunications 308
Credit Card Orders 308
Internationalizing Your Web Store 309
Shipping Page 314
International Email Tips 315
International Access from Your Back Yard 316
14 Payment Acceptance and Processing 317
Setting Up a Merchant Account 318
Before You Enable Transactions 323
Types of Payment and Acceptance 324
Major Credit Cards 331
Processing an Online Credit Card Order 332
Processing a Phone or Fax Order 334
International Orders 335
Secure Electronic Transaction (SET) 336
Accept Credit Cards, But Be Careful 339
15 Identifying and Preventing Crime 341
A Variety of Crime 342
Preventing Electronic Crimes 343
Implementing Encryption 346
Credit Card Fraud 349
Stop, Thief! 357
16 Electronic Software Distribution 359
Benefits of ESD 360
Types of ESD 361
A Closer Look at ESD 368
Stepping Through an ESD Transaction 369
ESD Fraud and Other Concerns 371
Coordination Is Key 372
ESD Is the Future 373
17 Shipping 375
Setting Up a Shipping Account 377
Utilizing Each Courier's Strengths 386
Minimizing Your Shipping Rates 389
Shipping Supplies: Easier to Get Than You Think 390
Linking Shipping with Your Web Site 394
Pros and Cons of COD 396
Mistakes Happen and That Means a Refund 397
Reinforcing the Shipping Link 400
Part V Maintaining and Growing Your Store 401
18 Maintaining Your Store 403
Organizing Your Day 404
Redesigning Your Web Site 412
Invoicing 414
Organizing Your Site's Back End 417
Periodic Maintenance 421
If You Fail To Plan, You Plan To Fail 423
19 Building Loyal Customers Through Online Customer Service 425
Email Accounts and Customer Profiles 426
Creating Email Mailing Lists 431
Top Email Packages 433
How to Handle Phone Calls 434
Privacy 440
Customer Service Is an Investment 445
20 Fighting Off the Competition 447
Unique Aspects of Internet Competition 448
Tracking the Competition 452
Finding a Competitive Niche 458
Keeping in Touch with the Web Community 460
Fight, Fight, Fight! 460
21 Legal Issues 463
Introduction 464
Jurisdiction 464
Tax Issues 468
Intellectual Property 471
International Law 472
Miscellaneous Concerns 474
Conclusion 475
Part VI Store-Building Tips and Details 477
22 All-In-One Store-Building: Yahoo Store and Other Offerings 479
Introduction and Yahoo Store Features 480
Advanced Features 483
Merchant Resources 484
Test Drive 485
Amazon.com zShops 494
Other Options 503
But Wait, There's More 508
Finding the Best Store-Building Service for You 509
You Now Have No Excuse! 511
23 Creating Online Auction Stores 513
What Are Online Auctions and Why Are They So Popular? 514
Auctioning via a Service vs. Running an Auction Store 514
Running Your Own Server 516
OpenSite Auction Server 517
Promoting Your Auction Store 522
More Auction Tips: Getting People to Buy 525
Auctions: from Sideshow to Mainstream 526
24 Home-Brewed Store-Building 531
The Three Approaches 532
Step 1 Get Hosting Service That Supports ShopSite 533
Step 2 Build Out Your Product Information 533
Step 3 Build Your Custom Site 536
Step 4 Build Credit Processing 543
Step 5 Additional Configuration Issues 544
Reports 546
Merchandising Options 546
Step 6 Publish and Manage 548
Do-It-Yourself Affiliate System and Stores 549
The Home-Brewed Affiliate Store 557
Where to Next? 559
25 Advanced Store-Building 561
Choosing a Server and an OS 562
Database Choice and Plan 563
Other Key Decisions 564
Toward the Fully Integrated Store

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