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• Cover
• 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 to Protect Your Website and Customers
• Taking Care of Customers
• Putting Policies in Place
• Delivering on Your Promises
• Chapter 6: Setting Up Shop: What You Need for Online Efficiency
• A Floor Plan for Success
• Must-Have Equipment
• Tools for Your Desktop
• Your Essential Software Toolkit
• Connectivity: Today’s Internet Options and More
• 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?
• Choosing Your Online Identity
• 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
• Putting Your Best Site Forward
• Testing Your Design Assumptions
• Chapter 3: Building a Site Without Spending a Fortune
• Mapping Your Route to a Successful Site
• You Can Do It! Making a Build-It-Yourself Site
• Creating Your Site with the Pros
• Chapter 4: 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 5: 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 6: 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
• Getting Social (Media) for Profit
• 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
• Signing Up for an Affiliate Network
• Avoiding Scams and Questionable Content
• Chapter 3: Turning Information into Profit: From E-Books to Webinars
• Creating Your Own Information Product
• Providing E-Books
• Creating Informational Videos for Profit
• Putting Together a Webinar
• Chapter 4: Paying with the Right Payment Options
• Accepting Credit Card Payments
• Offering Alternative Payment Options
• Managing the Payment Process to Protect Your Income
• Chapter 5: 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 6: Taking Inventory
• Finding Out What’s Popular
• Putting Together All Your Research
• Pricing Your Products
• Building Your Inventory
• Chapter 7: 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 Back End
• Book 5: Managing Security Risks
• Chapter 1: Understanding Security and Your Risks
• Legal Responsibility: The Merchant and the Customer
• Keeping Your Website Secure
• Displaying Seals of Approval
• 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 Hackers and Net-Thieves
• Fending Off Attacks
• Deterring Hackers
• Avoiding Viruses, Malware, and Other Threats
• Keeping Your Domain Name Safe
• Staying Away from Email 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: Your Own Public Relations for the Web
• Writing Reviews
• Becoming an Online Influencer
• Writing Articles
• 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
• Marketing Your Company Offline
• Chapter 4: Converting Browsers to Buyers
• Giving Customers a Reason to Stay on Your Site
• Anticipating Customer Needs
• Organizing a Buyer-Friendly Site
• Keeping Your Shopping Cart Simple
• Avoiding Assumptions about Your Customers
• Encouraging Viewers to Buy
• Chapter 5: Analyzing and Monitoring Your Customers
• Tracking Trends
• Measuring Website Traffic
• Analyzing Your Traffic Analysis Software
• Collecting the Correct Information
• Getting to Know Your Customer
• Using Your Data to Understand Your Business
• Chapter 6: 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
• Submitting Your Site to Search Engines
• Watching Your Rankings
• Moving Up in the Rankings
• Book 7: Retail to E-Tail
• Chapter 1: Expanding Online to Keep and Grow Customers
• Making the Decision to Move Your Store Online
• Finding the Right Time
• Bridging Your Offline Store with Your Online Store
• Making a Flawless Transition
• Building an Inventory
• Chapter 2: Managing the Differences between In-Store and Online Commerce
• Comparing Online and Offline Customers
• What Your Online Customers Expect from You
• Establishing Patterns
• Chapter 3: Window Dressing for the Online Display
• Creating the Right Look for Your Online Store
• Creating the Perfect Shopping Experience
• Beyond Window Shopping: Designs and Functions That Lure Traffic
• Chapter 4: Revving Up with Mobile Marketing, Social Media, and More
• Distinguishing between Different Types of Mobile Commerce
• Localizing with Ads
• Alternative Ways to Boost Localized Spending
• Chapter 5: Troubleshooting the Transition to Online Retail
• Handling Returns in the Store from Online Sales
• Merging Existing Back-End Systems with Online Requirements
• Deciding How to Handle Integration
• Extending Payment Options to Virtual Customers
• Book 8: 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: Mastering the Amazon
• Joining the Marketplace
• Achieving Professional Seller Status
• Taking Advantage of the Fulfillment by Amazon Service
• Chapter 3: 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 4: Making eBay THE Way
• Understanding How eBay Works
• Getting Started on eBay
• Setting Up an Item for Sale
• Opening an eBay Store
• Chapter 5: Posting Pictures for Profit
• Establishing Your Instagram Account
• Enticing Customers to Your Instagram Offering
• Providing Great Content and Community for Your Instagram Feed
• Making Money through Product Sales on Instagram
• Book 9: E-Business for Nonprofits
• Chapter 1: Raining Donations: Fundamentals for Online Giving
• Determining How Your Organization Can Benefit
• Convincing Your Board of Directors
• Chapter 2: Adding Online Moneymakers to an Existing Site
• Determining Which Features Your Site Can Support
• Adding an Auction to Your Site
• Soliciting Donations on Your Site
• Chapter 3: Growing an Active Donor Base: Your Virtual Community
• Building an Online Donor Base from Scratch
• Putting Together a Plan to Reach Donors
• Converting the Faithful
• Reaching Out to People Surfing for Charities
• Chapter 4: Identifying Online Marketing Strategies That Fit the Cause
• Asking for Donations
• Making Donating Easy
• Chapter 5: Legal Considerations for Nonprofit Organizations
• Designating Responsibility
• Creating Online Policies
• Registering Your Charity
• Gaining Seals of Approval
• Book 10: E-Commerce Trends and Market Opportunities
• Chapter 1: Discovering Niche Markets
• Deciding to Sell a Niche Product
• Finding Your Niche
• Chapter 2: Building Business via Social Commerce
• Setting the Virtual Stage for Success
• Using Online Socializing to Build Social Commerce
• 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 Opportunities through the Generations: Millennials, Boomers, and Beyond
• Understanding the Baby Boomer Market
• Figuring Out What Millennials Want and Delivering It
• Getting Online with the Digital Kids: Generation Z
• Book 11: 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: Listening to the Voice of the Customer
• Using VOC to Determine the Customer Experience
• Listening and Taking Action: Time to Redesign
• Increasing Appeal
• Making Your Website Functional
• Chapter 4: Overhauling an Aging Online Business
• Paying Attention to the Signs
• Qualifying for a Makeover from Lagging Sales
• Reengaging Customers to Spend with You, Again
• Knowing Where to Start
• Chapter 5: 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 6: Transitioning a Small Site into Big Business
• Seeking Out the Next Level of Your Business
• Dealing with Accidental Success
• Purposefully Making the Next Move
• Index
• About the Authors
• Connect with Dummies
• End User License Agreement