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• Cover
• Title Page
• Copyright
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Book 1: Start-Up Essentials
• Chapter 1: Starting from Scratch
• What Are You Waiting For? Start Your Business Now!
• Choosing Just the Right Business
• Getting Started
• Chapter 2: Turning Ideas into a Viable Internet Business
• Thinking Like an Online Entrepreneur
• Putting Your Business Idea under the Microscope
• Identifying Your Market and Target Customer
• Competing to Win: Analyzing Your Competition
• Chapter 3: Getting Real: Creating a Usable Business Plan
• Understanding the Value of a Plan
• Recognizing That the Parts of the Plan Make a Whole
• Getting Help to Write the Plan
• Using a Business Plan Today, Tomorrow, and Always
• Chapter 4: Funding Your Online Business
• Bootstrapping the Low-Cost, No-Cost Site
• Finding the Perfect Investor
• Checking Out Alternative Financing
• Taking a Shortcut: Purchasing an Existing Site
• Chapter 5: Creating Policies and Managing Compliance to Keep It Real
• Taking Care of Customers
• Delivering on Your Promises
• Putting Policies in Place
• Complying With the Law
• Book 2: Legal and Accounting
• Chapter 1: Minding the Law
• Keeping Your Business Legal
• Zoning for Business (at Home)
• Obtaining Business Licenses
• Chapter 2: Choosing the Right Foundation: From Partnerships to Corporations
• Strategizing for the Best Organization
• Operating Alone as a Sole Proprietor
• Sharing the Load with a Partnership
• Limited Liability Company
• Making It Official with Incorporation
• Changing Your Organization as It Grows
• Chapter 3: The Trademark-and-Copyright Two-Step
• Understanding Why Trademarks and Copyrights Matter
• Making Your (Trade)Mark
• Protecting Your Investment with Copyrights
• Establishing Registration Yourself
• Retaining Professional Assistance
• Chapter 4: Accounting for Taxes (and Then Some)
• The Tax Man Cometh — Again and Again
• By the Numbers: Accounting Basics
• Choosing Software to Make Your Tasks Easy
• Hiring a Professional
• Following the Rules of Recordkeeping
• Book 3: Website Functionality and Aesthetics
• Chapter 1: What’s in a (Domain) Name?
• Basics of URL Structure and Why It Matters
• Registering the Perfect Name
• Finding Out What to Do When Somebody Gets There First
• All the Good Ones Are (Not) Taken
• Chapter 2: Designing for User Experience
• Mapping the Customer Experience
• Maximizing Performance for Profitability
• Establishing Page Goals
• Mapping Your Route to a Successful Site
• Putting Your Best Site Forward
• Testing Your Design Assumptions
• Chapter 3: Serving Up Your Site
• Determining What Makes the Difference for High-Performance Hosting
• Putting Your Site in the Cloud
• Serving Yourself: Don’t Overlook Other Server Options
• Keeping Your Customers and Your Site Secure
• Chapter 4: Developing Content That Satisfies Visitors and Search Engines
• Words Are Words — Right? Wrong!
• Getting Ready to Write for the Web
• Moved to Purchase: Turning Words into Action
• Chapter 5: Going Beyond Beta and Launching Your Site
• Some Things to Know Before You Start Uploading
• Taking the Compatibility Test: Testing Screen Resolutions, Browsers, and Platforms
• Taking a Trial Run
• Three, Two, One — Takeoff!
• Book 4: Online and Operating
• Chapter 1: Determining Your Revenue Model
• Selling Tangible Products
• Selling Your Professional Services
• Selling Thought Leadership — Your Own Information Product
• Analyzing Opportunities
• Choosing an Affiliate Advertising Program
• Putting It All Together: Multiple Revenue Streams
• Chapter 2: Making Money with Affiliate Programs
• Looking at How Affiliate Programs Work
• Avoiding Scams and Questionable Content
• Chapter 3: Paying with the Right Payment Options
• Accepting Credit Card Payments
• Offering Alternative Payment Options
• Managing the Payment Process to Protect Your Income
• Chapter 4: Putting the (Shopping) Cart before the Horse
• Not All Carts Are Created Equal
• Shopping Around for the Best Hosted Solution
• Finding Stand-Alone Shopping-Cart Software
• Designing a Custom Cart
• Chapter 5: Taking Inventory
• Finding Out What’s Popular
• Putting Together All Your Research
• Pricing Your Products
• Building Your Inventory
• Chapter 6: Fulfilling Expectations and Orders
• Figuring Out the Logistics of Shipping
• Developing an In-House Fulfillment Model
• Deciding to Outsource Fulfillment
• Shaping Up and Shipping Out
• Maintaining the Backend
• Book 5: Managing Security Risks
• Chapter 1: Understanding Security and Your Risks
• Legal Responsibility: The Merchant and the Customer
• Keeping Your Website Secure
• Chapter 2: Developing a Plan: Security and Business Continuity
• Making a Plan
• Creating a Budget for Your Plan
• Finding Security Resources
• Chapter 3: Spotting and Thwarting Bad Actors, Hackers, and More
• Fending Off Attacks
• Deterring Bad Actors
• Avoiding Common Threats
• Keeping Your Domain Name Safe
• Staying Away from Scams
• Mobile Security Risks
• Understanding How a Wireless LAN Works
• Establishing Barriers
• Chapter 4: Locking Down Your Site and Your Business
• Protecting against Personal Data Loss and Credit Card Fraud
• Backing Up Your Data
• Adding Firewalls
• Book 6: Online Marketing Basics
• Chapter 1: Jump-Starting Traffic and Driving Sales
• Defining Key Elements for Digital Marketing Success
• Getting to Know Your Buyers — Really Well
• Calculating Your Site’s Conversion Rate
• Figuring Out When You Get the Most Traffic
• Leading Customers to the Right Web Pages
• Enticing Customers to Convert
• Chapter 2: Influencing for Attention and Customers
• Writing Reviews
• Becoming an Online Influencer
• Chapter 3: Web Marketing at Work
• Developing a Marketing Strategy
• Gaining a Following with Social Media
• Reeling in Customers with Newsletters
• Automating Routine Tasks
• Searching for Traffic with Search Engine Advertising
• Chapter 4: Analyzing and Monitoring Your Customers
• Tracking Trends
• Measuring Website Traffic
• Analyzing Your Traffic Analysis Software
• Collecting the Correct Information
• Getting to Know Your Customer
• Chapter 5: Mastering Search Engines, Optimization, and Rankings
• Navigating the Ins and Outs of Major Search Engines
• Getting Your Website Noticed by Search Engines
• Placing Keywords in Key Spots on Your Website
• Arranging Your Pages Strategically
• Watching Your Rankings
• Moving Up in the Rankings
• Book 7: E-Commerce Fundamentals
• Chapter 1: Starting Up with E-Commerce Functionality
• Knowing What You Want: Features
• Realizing What You Can Have: Cost
• Shopping for E-Commerce Solutions
• Chapter 2: Web-ify Your Store with Shopify
• Why Open a Shopify Store?
• Setting Up Shop
• Managing Your Shopify Store
• Selecting a Plan
• Breaking Down the Fees
• Growing with Your New Business Partner
• Chapter 3: Making eBay THE Way
• Understanding How eBay Works
• Getting Started on eBay
• Setting Up an Item for Sale
• Opening an eBay Store
• Chapter 4: Posting Pictures for Profit
• Establishing Your Instagram Account
• Enticing Customers to Your Instagram Offering
• Providing Great Content and Community for Your Instagram Feed
• Book 8: E-Commerce Trends and Market Opportunities
• Chapter 1: Discovering Niche Markets
• Deciding to Sell a Niche Product
• Finding Your Niche
• Chapter 2: Becoming a Social Influencer for Real Dollars
• Setting the Virtual Stage for Success
• Understanding How to Profit
• Developing Your Fan Base
• Choosing the Right Platform
• Creating Your Own Video Channel
• Gathering, Networking, and Promoting: Online Communities
• Chapter 3: Evaluating the SaaS Model: Selling Software and Apps
• Deciding to Deliver Online Services
• Putting the Software in the SaaS
• Understanding the SaaS Model for Making Money
• Creating Apps for the Mobile Customer
• Chapter 4: Generating Efficiencies and Opportunities with AI, ChatGPT, and More
• Understanding the Basics of the Technology
• Creating with Artificial Intelligence
• Using ChatGPT to Your Advantage
• Identifying What’s Coming Next
• Chapter 5: Building a POD (Print-on-Demand) Business
• Avoiding the Inventory Trap (the Basics of POD)
• Choosing Customized Products
• Selecting a POD Partner
• Know Your (Cost) Margins
• Building a Customer Base
• Chapter 6: Growing Beyond Borders: The International Marketplace
• Understanding the Scope of a Global Opportunity
• Focusing on Target Countries
• Making Operational Decisions
• Developing Cultural Awareness
• Book 9: E-Commerce Advanced
• Chapter 1: Mapping the Digital Buyer’s Journey
• Deconstructing the Path of an Online Buyer
• Monitoring the Flipped and Fluid Digital Sales Funnel
• Putting It All Together: The Buyer, the Conversion, the Channel
• Chapter 2: Getting Personal with Content Marketing
• Delivering the Goods with the Right Content Approach
• Developing Buyer Personas
• Creating Content for Storytelling and Consumption
• Launching the Personalization Effort Online
• Chapter 3: Overhauling an Aging Online Business
• Paying Attention to the Signs
• Using VOC to Understand What Your Customer Really Thinks
• Listening and Taking Action: Time to Redesign
• Qualifying for a Makeover from Lagging Sales
• Reengaging Customers to Spend with You, Again
• Chapter 4: Expanding Products to Increase Stagnant Sales
• Figuring Out When to Expand Your Product Line
• Replacement or Expansion: The Art of Culling Your Inventory
• Finding Alternatives to Spur Growth
• Chapter 5: Transitioning a Small Site into Big Business
• Seeking Out the Next Level of Your Business
• Purposefully Making the Next Move
• Index
• About the Authors
• Connect with Dummies
• End User License Agreement