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Electronic Retailing. Selling on the Internet. Source: www.clickz.com. Source: Virginia Microenterprise Network Regional Conference. Small Businesses: Using the Internet. Source: Virginia Microenterprise Network Regional Conference. Small Businesses Conducting e-Commerce.

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Small businesses using the internet

Electronic Retailing

Selling on the Internet


Small businesses using the internet

Source: www.clickz.com




Small business e commerce revenues

Source: Virginia Microenterprise Network Regional Conference

Small Business:e-Commerce Revenues

$ billions


Small businesses using the internet

.com

E-Commerce Roadmap

While developing an E-Commerce presence, it is important to know where you are now as well as the appropriate destination for your business.

Level 5

  • End-to-end

  • Fulfillment

  • Workflow

  • Seamless connectivity to back-end system(s)

  • Minimize/eliminate manual input on transactions.

  • B2B automated processes

Level 4

Integrated

  • Online orders, payments

  • Order tracking, queries

  • Funds transfer

Transactional

Level 3

  • Registration

  • Forms

  • E-mail

  • Secure transaction processing

  • Online payment authorization

  • Authentication and validation

Level 2

Interactive

  • Advertising

  • Marketing

  • Information

  • Web site connectivity to database application(s) and email accounts

Static

Level 1

  • No company web site

  • Can access other sites

  • Web site

  • Content development & updates

Access

  • Legend

  • - Functions at Level

  • - Requirements to achieve next level

No

Capability

  • Internet access through ISP

  • Email accounts

Adapted from:www.mepcenters.nist.gov/public/ecommerce-summit.nsf



Small businesses using the internet

To make money!!!

Web design is not about art, it's about making money!!!



Small businesses using the internet

What people are buying on the Web . . .

  • Airline tickets

  • Hotel reservations

  • Computer hardware

  • Apparel

  • Consumer electronics

  • Car rental

  • Health/Beauty

  • Books

  • Music

  • Computer software

  • Jewelry

  • Toys/Video games

  • Food/Beverages

  • Office supplies

  • Flowers

  • Linens/Home decorations

  • Sporting goods

  • Videos

  • Appliances

  • Furniture

  • Tools/Hardware

  • Footwear

  • Small appliances

  • Garden supplies

Reference: Forrester


Small businesses using the internet

Mississippi Sites

Examples of Mississippi E-Tailers ...
















Small businesses using the internet

Outsourcing . . .

Know who you are hiring!

. . . and get it in writing!!!


Building a web store options
Building a Web Store: Options

  • E-business Template Site

    • Yahoo Web Store

  • Contracting / Outsourcing

    • Individuals or companies

  • Do it Yourself

    • From scratch, combination of the above


Template site
Template Site

  • Advantages

    • Easy to use: browser based interface

    • All-in-one solution: domain registration, website design, administration, and hosting

    • Relatively fast setup, do not need extensive technical knowledge

    • Browse before buying (can look at other sites and available templates)

    • May list in online categories and directories


Template site1
Template Site

  • Disadvantages

    • Limited flexibility in store design and layout

    • Your store looks very much like other stores developed with the template service

    • Additional features, bandwidth, or support may be extra

    • Costs usually increase as additional items are added

    • Limited support (may be web only)


Contracting websites
Contracting Websites

  • Advantages

    • Increased complexity and customization available

    • Experienced individuals can guide your online business and goals

    • Technical translation and increased support


Contracting websites1
Contracting Websites

  • Disadvantages

    • May take hours or days to make changes

    • Requires time for meetings and reviews

    • Contractors differ with services, support, professionalism and assistance

    • Pricing system may quickly escalate costs


Contracting websites2
Contracting Websites

  • Considerations

    • Always have a contract signed by both parties with complete disclosure

    • Contractors will often retain the code, design, features, images, or even content until payment is received

    • Make sure you have agreements on the length, limits, and rates or total price


Build it yourself
Build it Yourself

  • Advantages

    • Customization limited only by your time and financial resources

    • Unlimited and free updates (instantly)

    • Wealth of software and design support available on the Internet

    • Easy to incorporate site and business for continuity


Build it yourself1
Build it Yourself

  • Disadvantages

    • Time investment: learning software

    • Time investment: designing site

    • Time investment: troubleshooting, updating

    • May require initial upfront costs (often used as business investments)

    • Must learn Internet marketing and search engine techniques


Building a web store costs
Building a Web Store: Costs

  • E-business Template Site

    • $40 - $200 (monthly)

  • Contracting / Outsourcing

    • $500 - $15,000

  • Build it Yourself

    • $0 - $3000 (depends on current situation)

  • Other Needs:

    • Domains ($15-$35 annually)

    • Hosting ($15 - $200 monthly)

    • Secure Connection ($200-$400 annually)


Small businesses using the internet

Common Mistakes . . .

  • Bad domain names

  • Somebody’s cousin built it

  • Somebody’s cousin hosts it

  • Only webmaster can make changes

  • Hokey unprofessional design

  • Too slow to download

  • Not organized properly

  • Stale content



Small businesses using the internet

Building Blocks of a Web Store

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


Small businesses using the internet

Building Blocks of a Web Store

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


Domain names www yourname com
Domain Nameswww.yourname.com

  • Domain Names

    • Should be your website name (ex. acme.com = ACME, Inc.)

    • Shorter names are usually easier to remember

    • Avoid hyphenated names

    • Avoid plurals, “the”, and “my” if possible

    • Easy to remember, type and promote

    • Remember! You can have more than one domain for your website: amazon.com, amazonbooks.com, amazonvideos.com, amazonndvds,com, amazonkids.com


Small businesses using the internet

Building Blocks of a Web Store

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


Small businesses using the internet

Building Blocks of a Web Store

  • Web site/store

    • Online product catalog

    • Shopping model/Ordering system

    • Merchant account/Payment processing

    • Customer communication system

    • Tracking system


Shopping cart ssl online payment methods
Shopping Cart, SSL, & Online Payment Methods

  • Shopping Carts/Bags

    • Must be easy (intuitive) to use

    • Support common functions (add, remove, modify, clear, save, checkout)

  • Secure Socket Layer (SSL)

    • Provides a secure transaction link

    • Gives buyer and sellers confidence

  • Online payment processing system

    • Standard: credit cards

    • Alternatives: PayPal




Small businesses using the internet

Methods . . .

  • Snail Mail

  • Telephone

  • Fax

  • Online


Small businesses using the internet

With . . .

  • Check

  • Money Order

  • Purchase Order

  • Credit Card

  • Intermediary




Small businesses using the internet

What do you need for an e-commerce site . . .

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


Hosting and support
Hosting and Support

  • Hosting Company - MUST HAVE!

    • Easy to use interface, navigation, support

    • Telephone support number (try it out!)

    • Reliable hosting (99.999% uptime guaranteed)

    • Support for the features of your website (ASP/PHP, FrontPage extensions, SSL, database support)

    • Clear pricing structure, quick turn-a-round


Small businesses using the internet

Setup fee

Monthly fee

Domain name

Storage space

Website builder

Operating system

Provider History

Technical support

Site traffic report

Technical support

E-mail addresses

E-Commerce capable

Business management tools

Portfolio

Hosting Service Criteria



Small businesses using the internet

  • Merchant Starter

    $50 start-up; $39.95/month; 1.5% transaction fee

  • Merchant Standard

    $50 start-up; $99.95/month; 1% transaction fee

  • Merchant Professional

    $50 start-up; $299.95/month; .75% transaction fee


Small businesses using the internet

What do you need for an e-commerce site . . .

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing



Small businesses using the internet

Reasons Why People Shop the Web . . .

  • Easy to place an order

  • Large selection of products

  • Cheaper prices

  • Faster service and delivery

  • Detailed and clear product information

  • No sales pressure

  • Easy payment procedure

Reference: www.useit.com


Small businesses using the internet

Factors driving repeat visits to a Web site . . .

  • High quality content

  • Ease of use

  • Minimal download time

  • Updated often

Reference: Forrester Survey; 1999


Small businesses using the internet

The key is consumer confidence . . .

  • Fun and easy to navigate sites

  • Pages that appear professional

  • Clear and accurate product information

    and representation

  • Real time answers through self help

    features, e-mail, and a toll-free telephone

    number


Small businesses using the internet

The key is consumer confidence . . .

  • Good prices and clear representation

    of all charges

  • Payment options

  • Secure transactions

  • Easy to use return or exchange policy

  • Quick processing time and delivery

  • Shopper privacy



Navigation system
Navigation System

  • Always present (located on every page – possibly more than once)

  • Intuitive menu names

  • Interactive effects (highlighting, changing sizes, shapes, or colors)

  • Compatible with audience viewing level (text, images, JAVA, Flash)

  • Minimal searching (approximately 1-3 “clicks” for any location on your site)


Small businesses using the internet


Small businesses using the internet

Don’t make me think!!!


Small businesses using the internet

3 clicks

and you’re out!



Content content content
Content, Content, Content

  • Content should be:

    • Clear, concise and complete

    • Bold, italics, and underlines for quick searching

    • Descriptive and dynamic (changing to the user’s needs)

    • Grammatically correct


Small businesses using the internet

“People want to do business with

people they believe to be professional.”

Reference: Flanders/Willis; Web Usability Specialists




Small businesses using the internet

Contact Us:

  • E-mail

  • Telephone number

  • Fax

  • Snail Mail



Small businesses using the internet

Elements to consider . . .

  • Bandwidth

  • Browser compatibility

  • Color palette

  • Continuity

  • Frames

  • Homepage


Small businesses using the internet

Elements to consider . . .

  • User Interface

  • Screen compatibility

  • Readability

  • Text only default

  • Accessibility



Small businesses using the internet

Download time . . .

  • 1-2 seconds

  • < 13 seconds

  • > 20 GONE!


Small businesses using the internet

Decrease download time by . . .

  • designing for 56k modem

  • keeping page sizes <50k

  • applying the KISS rule


Small businesses using the internet

“Remove graphic; increase traffic.

It’s that simple.”

Reference: Dr. Jakob Nielsen; Web Usability Specialist; www.useit.com



Small businesses using the internet

NETSCAPE

EXPLORER


Small businesses using the internet

NETSCAPE

EXPLORER


Small businesses using the internet

Browser Testing - view your site in

as many browsers as possible:

  • Netscape

  • Explorer

  • AOL

  • Web TV

  • Lynx



Small businesses using the internet

Color Considerations . . .

  • Artistic

  • Cultural

  • Sales

  • Technical


Small businesses using the internet

What color means???

Black – United States & Europe

White– China & Japan

Yellow – Egypt & Burma

Purple– Thailand

Blue – Iran

Red – South Africa






Small businesses using the internet

Recommendations . . .

  • Good background/text contrast

  • Avoid patterned backgrounds

  • Easy to read fonts

  • Make words count

  • Short paragraphs

  • Bulleted lists








Small businesses using the internet

The Bottom Line . . .

  • Getting customers to come to your site,

  • Getting customers to make a purchase

    once they get to your site, and

  • Getting customers to return to your site and

    purchase again, again, and again!


Small businesses using the internet

Resource

Business to Consumer E-Commerce: Selling on the Internet

www.msucares.com/business_assistance/homebusiness/ecommerce.html


Small businesses using the internet

Beth Duncan, Ph.D.

Small Business Specialist

Mississippi State University Extension Service

bethd@ext.msstate.edu


Small businesses using the internet

Electronic Retailing

Selling on the Internet