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E-Commerce: Fundamentals of Building Web-Based Businesses
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Transcript of E-Commerce: Fundamentals of Building Web-Based Businesses
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E-Commerce: Fundamentals of Building Web-Based Businesses
Timothy LeeUALR Arkansas SBTDC
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Categories of Consumers
• Newbies
• Time Sensitive
• Clicks & Mortar
• Hooked Online
• Hunters & Gathers
• Brand Loyalists
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Business to Consumer
• Convenience Goods
• Replenishment Goods
• Research Goods
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Business to Business
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Taxes and the Web
• Internet Tax Freedom Act– interstate moratorium
• Streamlines Sales and Use Tax Acts– Intrastate taxes
– Destination based
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Obstacles Facing Small Businesses
• Costs• Security Concerns• Technical Expertise• Customer Service• Lack of Qualified
Workers
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Phases of Internet Involvement
• Connectivity (Brochureware)
• Customer Connections (Pre-Commerce)
• Commerce (Simple Commerce)
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6-Step Development Process
• Step 1 - Create the online content
• Step 2 - Host the content on the Internet
• Step 3 - Market the website and content
• Step 4 - Collect and record customer orders
• Step 5 - Process payments
• Step 6 - Fulfill customer orders
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Content is King!
• News
• Product Reviews
• Customer Service
• Search Tools
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Elements of Good Online Design
• General Layout• Navigation• Key elements
– Masthead /Logo
– Navigation
– “The Offer”
– Title / Meta Tags
• Download Time
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Registering a Domain Name
• Choose a Domain Name
• Check Name Availability
• Register New Name with hosting service
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Let’s Take a Break !
• 10 minutes
• Stand up and stretch…
• Get a drink of water…
• Swap business cards…
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Locating a Web Host
Unix/Linux &Apache• Apache web server• CGI / PERL scripts
Windows NT & IIS• IIS web server• FrontPage extensions• ASP scripts
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Web Hosting Features
Minimum• Free Domain
Registration• 500 MB storage• Unlimited traffic• 5-10 POP3 boxes• Statistics• FTP access
Desirable• Custom CGI• Unlimited aliases• Autoresponders• Secure server (SSL)• Shopping Cart• Log files access
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Uploading Your Website
• File Transfer Protocol (FTP)– Most common method
– Full control of files
• Frontpage– FTP “shell”
– both NT & Unix
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Marketing Your Website
E-Mail Techniques
• E-mail Address • Signature Files • Mailing Lists • Autoresponders• Bulk E-mail
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Marketing Your Website
WWW Techniques
• Content• Meta Tags • Search Engines • Reciprocal Links • Blogs• Podcasts
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Marketing Your Website
Offline Techniques
• Stationary• Paid Advertising
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Getting Found in the Search Engines
• Indices– Yahoo.com
– Dmoz.org
• Search Engines– Google
– MSN / Live
• How to register
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Collecting and Recording Customer Orders
• Printable Order Forms
• Toll-Free Telephone
• Shopping Carts
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Shopping Cart Features
Minimum• Easily Add, Modify,
Delete Items• Customize Interface• Calculate Taxes /
Shipping• Credit card validation• E-mail Notification
Desirable• Upload Product
Database / Spreadsheet
• Product Images• Real-time Credit Card
Processing• Customer Order
Tracking
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Shopping Cart Software
• ISP / Host Provided– Zen Cart
– OScommerce
• CGI / PERL scriptswww.cgi-resources.com
• 3rd Party Software
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Cart Installation and Testing
• Configuration
• Product Loading– Manual
– File Upload
• Testing
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Payment Systems
• COD(online email form)
• Checks(print & mail web page)
• Credit Cards(script & secure server)
• Virtual Cash / Wallets(script & secure server)
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Processing Credit Card Payments
• Using Existing Systems
• Automating Payments– PayPal
– Authorize.net
• Alternatives
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Credit Cards
• Secure server (SSL)
• HTML Form to database
• Merchant Account
• Don’t Factor!!
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Fulfilling Customer Orders
• In-house Fulfillment
• Outsourcing Fulfillment Services– iFulfill.com
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Fulfillment Problems
• Overselling
• Slow Response Time
• Returns
• Charge Backs