1 E-Biz Secrets to Winning on the Web: The right policies, people, processes, infrastructure and...

1

E-Biz Secrets to Winning on the Web: The right policies, people, processes,

infrastructure and technologyThe Direct Marketing Association’s Net.Marketing ‘99

Conference, Los Angeles, March 2, 1999Speaker and Author:

Michele J. BartramE-Business Strategist and E-Commerce Technologist

Tel: 1.202.216.1652 Email: [email protected]

Learn more about e-business resources and best practices at my website, www.WebPractices.com

Note: All materials, other than links and resources mentioned in this presentation that are listed for purely educational and example purposes only, are copyrighted by Michele J. Bartram. To reuse this presentation The author makes no guarantees

or claims as to the individual results to be gained from following this methodology.

Copyright © 1999 Michele J. Bartram, [email protected]

Terms of Use for this Presentation These materials represent in its entirety copyrighted work of Michele J. Bartram.

The author gives you permission to download this one copy of the materials on any single computer for your personal, noncommercial use only, provided you keep intact all copyright and other proprietary notices.

If re-using any or all of this material in a public forum, either copying, reproducing, referencing or distributing this for non-commercial print or electronic, you must reference the author with the following:

Copyright © 1999 Michele J. Bartram, www.webpractices.com

To copy , reproduce, republish, upload, post, transmit, or distribute any of this material in any way for commercial use, you must receive express permission by the author, Michele J. Bartram via email at [email protected] or [email protected]..

Modification of the materials or use of the materials for any other purpose is a violation of Ms. Bartram’s copyright and other proprietary rights.

Ms. Bartram makes no warranty or guarantee, either express or implied, for the accuracy of the quoted information contained within nor to the individual results to be gained from following her methodology.


Why are you here? An on-the-spot customer survey

How many of you in the room have been in working in the Web business for:– less than 1 year? 1-3 years? Over 3 years?

– How many are in the technical side? Marketing or strategy side?

How many of you in the room:– were involved in a Web project that never fully succeeded?

– are currently restructuring their Web site or e-business? or

– are about to start building a Web site?

What are your expectations for this session?


Why attend this session? This is NOT about web design or marketing NOR

about WHY to build a web site

Michele’s 45-Minute E-Biz Building Workshop: This IS about HOW to go about building the

RIGHT E-business for your company– Learn a simple, proven BLUEPRINTING methodology

I’ve used with many clients to reengineer their businesses from the customer up

– Discover the right strategic and technical questions

– See some real-life, best practices examples


BUILDING AN E-BUSINESS IS UNLIKE ANY OTHER

Quotes from Patricia Seybold’s Customers.com® Handbook:

“What is E-Business? It’s the use of customer-facing technologies- the Web, touch-tone telephones, Interactive Voice Response…- and streamlined business processes to improve customer service, reduce cycle time, and transact business electronically with prospects, customers, suppliers and business partners.”

“It takes at least two years to make headway,…a visionary leader,… a lot of perseverance,… a good deal of investment,... [and a] unique partnership between business pragmatists and information technology visionaries. And it requires buy-in and participation from the entire organization.”

6

Act I: Starting Down the Wrong Path

What typically goes wrong in starting up a web business and why


How Most Companies Start Down the Wrong Path

Boss hears about the

Web

1

Staff summoned from all over to hear the vision

2

Web is proclaimed

“Silver Bullet”

3

“Get us on the Net…

fast!”

4

Project Director told to start

contacting Web vendors

5

The IDP/ISP“Demo Wars”

Begin

6

Web Project Team“Narrows the

Field”

7

If you’re lucky, the Team is able to stop by

convincing management of the need for goals;if not, you build a bad

web site

8


How to Start Over

You, the Project Leader, attend web conferences

to understand Web business best practices

1 DatabaseMarketing

Basics & Best Practices

Network with other companies to learn

from their successes & mistakes

2

Attend Web Vendor User Seminars or

Demos

3

Recommend to your Boss that a full Web Requirements Study

be performed

4

5

Select an independent Web Business Consulting Firm, if needed, to create an E-

Business Blueprint,e.g., www.dialogos.com

“Start over at the top” with your customers

6

9

Act II: Doing It Right

A technical solution alone cannot solve business problems.

A Web site must be supported by a customer-driven organization and people with the skills

and authority to carry out the new business reality.


The 7 Habits (or Phases) of Highly Successful Reengineering Projects:

OrganizeThe

Effort

1Inventory of

Current Practices

2Review

BestPractices

3DefineIdeal

Practices

4Business

ImpactAnalysis

5Create

ImplementationPlan

6

Throughout all Phases: Organize/Plan/Report

7 Build, Test, Roll OutTime Box 1

1-3 months

ImplementationTime Box 2

1-3 months

Time Box 3

1-3 months

Phases 2-4: Blueprint Methodology


9-Step E-Biz Blueprint MethodologyRepeat for Phases 2, 3 & 4 to map Current, Best, & then Ideal Practices

CustomerWho are/should be your customers & whatare their requirements and preferences foryour organization in products and services?

1

drives

Strategy2

What are the e-business policies and differentiating set of activities that your organization needs to deliver a unique mix of value to customers? What customer needs should/ not you meet?

ProcessWhat is the series of action steps, tasks &business rules that is required to completethe desired e-biz strategies and polices?

3

drives

Organizational StructureWhat is the most logical grouping of jobs &individuals needed to support the business processes effectively?

4

dictates

is c

ompr

ised

of

PeopleWhat skills,training, roles, authority,

& incentives are needed to do these jobs?Include in-house and outsource jobs, withe-biz/ marketing, content/ design & tech.

5

IntelligenceWhat intelligence (research, reports, information) is needed to allow people to analyze the results, predict the out- come or decide a course of action?

6

who need

AutomationWhat steps of these processes can be completed faster, better, or cheaperby using computers or equipment?

7

supported by

DataWhat numbers, characters, images orother recorded information is needed toprovide intelligence to make decisions?

8

supported by

TechnologyWhat hardware/ software is needed to to best capture, store, process, & distri-bute data & automate the processes?

9supported by

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1- CUSTOMER REQUIREMENTS for Current and Future Customers Who are you serving now? Who should you be serving? What do they

want from you? Where do you find this out? Sources of customer requirements include:

– Surveys, interviews with your sales or telemarketing reps, review of postal or e-mail, focus groups

– Example: The United States Mint’s historic request in December of 1998 for Public Comments on the design of the New Dollar Coin, ended up driving traffic to their online catalog of numismatic collectibles!

What are some typical requirements from customers?

– Self-service; Input into your product design

– Accurate, up-to-date content

– Customized and entertaining content

– Easy navigation; Shopping cart

– Want to buy direct, including overseas


Web Customer Fundamentals

Make it quick! (Give shortcuts and obvious navigation)

Keep it simple! (Use one-click ordering and contacts)

Remember me! (Save customer data to avoid reentering it)

Customize it! (Give personalized offers and views)

Delight me! (Give extras with fun, facts & freebies)


2- STRATEGY Describe needed changes in your business strategies

and policies, even laws & regulations Outline the ideal business strategies that your

organization should follow in the future. Answer which customer segments you plan to serve

in the future and what you will have to do (time, money, effort) to serve them

Identify which needs to meet for whom and how, e.g.– charge for certain info/functions

– restrict access to some information (registered users, extranets with distributors or suppliers)

– choose to serve/ not serve certain customers


STRATEGY Issues What do you need your e-business to do?

– “Gather information about customer demographics and buying preferences

– target new goods and services to customers– reach new markets– expedite the purchase process, delivery,

customer service, and [customer] feedback– personalize pricing [and offers]– manage back-office functions more efficiently”

from “Best Practices in Interactive Marketing” by the Direct Marketing Association


General E-Strategies: “Five Steps to Success in E-Commerce” (from Customers.com®)1. Make it easy for customers to do business with you.

2. Focus on the end customer for your products and services.

3. Redesign your customer-facing business processes from the end customer’s point of view.

4. Wire your company for profit: design a comprehensive, evolving electronic business architecture.

5. Foster customer loyalty -- the key to profitability in electronic commerce.


E-Business Strategy Examples Create online collector and educational communities to build

interest in collecting and attract young people to coins (US Mint)

Allow customers worldwide to place/ track an order via web (FedEx; UPS)

Create an Extranet for distributors for orders & marketing materials/ info (Heineken)

Provide information-only web site with list of distributors to avoid channel conflicts (Sauder.com)

Reduce distributor dependence by selling direct to consumers (COMPAQ; Dell)

Use online forms to solicit free market research on products (Photodisc; US Mint)

Develop online applications to allow customers to self-configure products (Cisco, Lands End)


POLICY Issues Web Policies: Create, change, eliminate

– External: Privacy, file upload, external links, direct sales, international, customer email*

• AOL: *75% online buyers would email retailer; 53% expect 2-day response! (Mint is creating formal process using Mustang’s IMC SW)

• Internal: Internet use, security, personal site

Good Policy Links: (See www.webpractices.com)www.financenet.gov www.fwmi.org/courselinks.htmwww.treas.gov/internetpolicy/guidance.html;www.epic.orgwww.itpolicy.gsa.govwww.the-dma.orgwww.privacyrights.org


E.g., External Link Disclaimer from FinanceNet.gov

• The appearance of external hyperlinks does not constitute endorsement by FinanceNet, its employees, contractors or sponsors of such external web sites or the information, products or services contained therein.

•Neither the U.S. Government, FinanceNet nor any of its employees, sponsors or contractors exercise any editorial control over the information at such external locations.

•External links on these pages are provided consistent with the stated mission(s) of FinanceNet which is not responsible for the contents of any linked "off-site" web pages referenced from its servers.

•Links may be accompanied by small images, icon, or "thumbnails" intended to illustrate the link but not advertise products or services.


3- PROCESS What tasks need doing & how should info flow? Tasks and Procedures: CREATE CHECKLISTS!!

– E-Business Project Planning Process: (web sites, etc.)• current vs. best practices then plan your ideal

– Content Gathering & Review Process• Legal Issues: Sign-off; Web rights (all media in perpetuity),

Copyright assignments, even for kids and discussion groups!, Freedom of speech; External links research

• Content: Accuracy check; Brand consistency across marcom – Technical Web Implementation Process

• Development: Formal process like TD-84-1’s Information System LifeCycle

• Technical Review: www.cast.org/Bobby, www.WebSiteGarage.com• Usability Testing: ADA; navigation; multi-browser; utility • Implications: online forms vs. email before big campaigns, capacity

planning (e.g., Victoria’s Secret server collapse)


4- ORGANIZATIONQ: What organizational “boxes” or job functions

are needed to support your e-business? A1: 3 Primary E-Business Roles

– Primary Role: E-Business Strategy/ Marketing/ Sales– Secondary Role: Editorial Content/ Creative Development– Tertiary Role: Technical Development/ Support

A2: Supporting Roles throughout Organization– Web Liaisons vs. Content Providers (minimum of 2)

• Skills: Writers, technophiles and opinion leaders• All Areas: Brand/ Channel, Customer Care, IT, Legal, Public Affairs, Corporate

Comm., HR, Operations, Engineering, etc.– Web Working Group (tactical decisions by cross-functional teams)– Web Steering Committee (strategic decisions by senior management)


Sample E-Business Organization ChartE X A M P L E O F A N E -B U S IN E S S D IV IS IO N 'S O R G A N IZ A TIO N C H A R T

B lu e= B u s in ess /M arke tin g ; Y e llow= C on ten t D es ig n an d E d ito ria l; G reen = Tech n ica l S u p p ort an d P rog ram m in g

E xecut ive S ecre ta ry

E -B us iness R esource S pec ia lis t(Hand les budge t, s ta f f ing , contrac t ing , scheduling )

New M ed ia R esearch S pec ia lis t(P erfo rm s m arke t resea rch, ana lyzes w eb s ta ts ,

m anages a ll w eb-based da ta co llec t ion)

Inte rac t ive A genc ies(D eve lop new m ed ia ad cam pa igns)

P orta ls / S ea rch E ng ines / C om m ec ia l W eb S ites(S e ll ad /s sponsorship / keyw ords / p lacem ent)

Inte rac t ive M ed ia A dvert is ing / P rom otion S pec ia lis t(B uys , ana lyzes & tracks e -b iz advert is ing )

New M ed ia Jo int V enture S pec ia lis ts / M anagers

E -P roduc ts M anager(s )(C D -R O M s, K iosks , Info rm a t ion-based p roduc ts )

M anagerE -B us iness D eve lopm ent D ivis ion

Inte rna l C ontent C oord ina to r(G athe rs and tracks inte rna l content

from com pany lia isons)

E xte rna l C ontent C oord ina to r(G athe rs and m anages exte rna l content

from outs ide autho rs , m ed ia , and cus tom ers )

C ontent W rite r(s ) / E d ito r(s )

W eb C ontent P ro jec t S pec ia lis t(s )(P lans and m anages spec if ic content p ro jec ts )

C orpo ra te L ib ra r ian(E lec tronic L ib ra ry D a tabase)

R esearch A ss is tant

C orpo ra te His to r ian

T ext C ontent G roup

Inte r face D es igne r(s )(D es ign ove ra ll look and fee l tem p la tes )

W eb G raphics D es igner(s )(P uts toge the r spec if ic w eb pages)

Lead Inte rac t ive M ed ia D es igne r

G raphics D es igne r/ I llus tra to r(s )(S cans , deve lops f la t g raphics and illus tra t ions )

G raphic C ontent G roup

C ontent M anager/ E xecut ive P roduce rE lec tronic C ontent D ivis ion

T ech S upport S pec ia lis ts

D a tabase M anager

Intrane t HW /S W T ech S upport

W eb B ackend D eve lope rs( Inte r faces to legacy sys tem s like o rde r m anagem ent,ca ll cente rs , f iulf illm ent houses , m arke t ing da tabases)

W eb F ront-end D eve lope r(P rog ram s w eb-s ide app lica t ions : secur ity , shopp ing

baske t, fo rm s , online da tabases , e tc .)

W eb D eve lopm ent

V ideoconfe renc ing / W ebcas t ing

M ult im ed ia D eve lopm ent G roup

Intrane t P ro jec t M anagerIntrane t Technica l S e rvices B ranch

T ech S upport S pec ia lis t

D a tabase M anager

Inte rne t HW /S W T ech S upport

W eb B ackend D eve lope rs

W eb F ront-end D eve lope r

W eb D eve lopm ent

W ebcas t ing

G am es, C D -R O M , e tc .Inte rac t ive E lem ents D eve lopm ent

(C ontrac t F irm )

M ult im ed ia D eve lopm ent G roup

Inte rne t P ro jec t M anagerInte rne t/ E xtrane t T echnica l S e rvices B ranch

M anagerT echnica l W eb S ervices D ivis ion

A ss is tant V iceP res identD irec to r , E -B us iness O pera t ions

(M anages day- to -day e -com m erce ope ra t ions )

G enera l M anager o r V iceP res identE lec tronic C om m erce D ivis ion

(O vera ll E -C om m erce P & L R espons ib ility )


5- PEOPLE What are their roles & responsibilities?

– Job descriptions

– Skills: Perform ARTS (Authority, Responsibilities, Tasks, Skills) Analysis

What training will they need?:

– OJT, Seminars, Certifications; CHANGE MGMT!! Q: How do you find the right people?

A1: Aggressive e-Recruiting

– Outside: Monsterboard, CareerPath, Headhunters, Conference Bulletin Boards, Industry Associations

– Your own site: Job Postings, “WorldHire” software

A2: Outsourcing vs. In-house

– Availability; criticality; core competency; permanency


Some Possible Web Jobs SENIOR MANAGEMENT

CHAMPION

Q: Separate division or cross-functional teams?

A: Must have P&L responsibility and one boss but need Web Liaisons from all areas!

MARKETING/ BUSINESS

(Use in-house talent only): *Director of Electronic Commerce or Interactive Marketing* (=overall manager)

– E-Biz/Web Channel Manager

– Online Advertising Manager

– Customer Profile Manager

– Visitor/ Log/ Ad Analyst

– Online Customer Service Mgr

CONTENT & EDITORIAL (Can use a combination of in-house/ outsource):

*Executive Web Producer

– Content Manager/ Editor

• Web Writers/ Researchers

– Graphic Design Manager

• Graphics Designers TECHNICAL SUPPORT

*Webmaster (In-house)

(Remainder, outsource)

– Web Programmers:

• HTML and Javascript

• Web database and forms

• Back-office integration

– Multimedia Developers

• Webcasting, video, CD-ROMs,

• Games, screensavers


6- INTELLIGENCE Research: Identify needed mechanisms

– Ability to do market research thru customer advance surveys, online/ offline focus groups

– Formal capture of customer communications like e-mail, phone calls, postal mail

– Info capture from chat rooms/ discussion groups Reports

– Site Log Analysis Software (e.g., WebTrends)

– Site “Tune Ups”(e.g., www.WebSiteGarage.com, www.cast.org/bobby)

– Ad response analysis software (e.g., NetGravity)


7- AUTOMATION Which of these steps can be automated?

– Marketing offers (cookies and push technology with links to marketing database)

– Email replies (use templates, FAQ look-up, and auto-lists)

– Updating catalog (sell-outs link to back-end product database)

– Standard updating (Admin screens for Web liaisons of press releases, statistics, job listings, etc.)

NOTE: See E-tail Mall Chart in January 1999 issue of Business 2.0 for “ideal e-tail vision”


8- DATA Content: Compatibility and Quality

– Document Formats (.pdf, .rtf, .html )– Photography and graphics - (*.tiff, *.gif,

*.jpeg, *.jpg, *.eps, vector graphics)– Audio (.wav, RealAudio,.au, midi)– Video (VHS tape, *.avi, *.mov, or *.mpg; all to be provided on CD-Rom, DVD, Zip disk

Customer Profile Data- collected from:– Cookies; Server Statistics– Email/Comment forms/Surveys– User self-registration/User profile– Legacy systems; Marketing Database


9- TECHNOLOGY Front-end Applications: (Customer & Web)

– Browsers (Netscape, Explorer, WebTV); Plug-ins (RealPlayer, Shockwave, Flash, Acrobat Reader)

– Web server (MS, Netscape), firewall, commerce server

– Mgmt Tools: CM (Starbase); Analysis (WebTrends)

– E-mail Mgmt: Mustang IMC; Listservers; Brightware; etc.

– Programming: database (Oracle, SQL Server); interactive (ColdFusion, Broadvision; Macromedia); Javascript

– Content Mgmt (StoryServer); Copyrights (Digimark)

– Ad Mgmt: (NetGravity); Campaign Mgmt (Anuncio)

– Web and multimedia design tools: • Macromedia: Dreamweaver, Flash, and Homesite

• Adobe: Pagemill, Photoshop, Illustrator, Premier

Integration with or Replacement of Back-end Systems – Order management and fulfillment, financial, human resources,

manufacturing systems may need integration and/or replacement.


There are 3 Methods to “Selling on the Web” Stage 1 (Minimum): Front-end Shopping Cart Only

– Customer fills online shopping cart and • calls telemarketing center to place order, or• prints out order form to mail or fax in

Stage 2 (Interim): Batched Credit card Orders– SSL with 1-way transmission and batch upload– No real-time inventory or credit card validation

Stage 3 (Ideal): Real-time Online Credit Card Orders

– Real-time interface to inventory and validation– Customer given option to backorder, change

credit card, and gets live order confirmation #

30

Review the 7 Project Phases

Now that we have the details, let’s review the overall steps to follow


The 7 E-Business Planning Phases

OrganizeThe

Effort

1Inventory of

Current Practices

2Review

BestPractices

3DefineIdeal

Practices

4Business

ImpactAnalysis

5Create

ImplementationPlan

6

Throughout all Phases: Organize/Plan/Report

7 Build, Test, Roll OutTime Box 1

1-3 months

ImplementationTime Box 2

1-3 months

Time Box 3

1-3 months

Phases 2-4: Blueprint Methodology


Phase 1- Organize The Effort“The Journey Begins…”

OrganizeThe

Effort

1

Get an “Executive Visionary” Champion Select a Project Director and Cross-functional

Task Force (10-15)– Marketing, Sales, Customer Service, Fulfillment,

Public Affairs, Legal, etc. and especially IT!

Identify Subject Area End-User Experts– Front-line staff, customers, stakeholders

Create a Project Charter:– Mission & Vision Statement– Identify Business Objectives– Define Constraints/Guidelines– Define Project Scope– Define Project Deliverables

Select TheCore Team

Establish TheRules, Standards

& “What You Get”


Phase 2 - Workshop #1: Current Practices“Take Stock of Current Situation”

CurrentInventory

2

Worksheets:– Problems & Opportunities– 25 Questions / 10 Metrics

9-Step Current Blueprint:– Customer Segmentation– Business Strategies– Network Diagrams/Processes– Organizational Structure– People/Job Descriptions– Intelligence– Automation– Data– Technology

UnderstandingWhat’s Going

OnToday

Making Use of All Prior Efforts


Phase 3- Workshop #2: Best Practices“Keeping up with the [DOW] Jones

How the Fortune 500 are or should be doing e-business”

ReviewBest

Practices

3

Best Practices Review– Do prior web site surfing and

article clipping

“Tools Lab” Demos Web and IT Standards and

Methodologies– Web Tools and Standards– Drop-In Architectures– Portability/ Scalability

Start Thinking “Outside of the

Box”


Example Best Practices:The Eight Critical Success Factors in Electronic

Commerce and E-Business (from Customers.com®)

1. Target the right customers.

2. Own the customer’s total experience.

3. Streamline business processes that impact the customer.

4. Provide a 360-degree view of the customer relationship.

5. Let customers help themselves.

6. Help customers do their jobs.

7. Deliver personalized service.

8. Foster community.


Best Practices: Provide self-service options Federal Express www.fedex.com


Best Practices: Provide personalized shopping Aidswww.LandsEnd.com “Personal Model”™


Best Practices: Organize Content by Customer Type U.S. Mint: www.usmint.gov/catalog for “Gift-givers”


Best Practices: Deliver customized offers and contentAmazon Books at www.amazon.com


Phase 4- Workshop #3: Ideal Practices

“Breaking out of the Box”

DefineIdeal

Practices

4 Answer this question:

What should be the ideal web and e-business strategies, policies, processes, personnel, and technology solutions for your organization?

Encourage all “blue sky” thinking

Understanding the Gap between how it currently

works

andDefining How it “Should Work”


Phase 5- Business Impact Analysis

BusinessImpact

Analysis

5 Team must define the quantifiable results that

should be gained by executing your e-biz plan:

– Customer Acquisition or Retention

– Profit: Increase Revenues, Reduced Costs

– Productivity (Time & $)

– Improved customer satisfaction

Identify industry benchmarks for comparison

– See Forrester, Jupiter, DMA, Gartner Group,

CIO.com, your contacts, etc.

– Ex. U.S. Mint site went from 15K hits in 12/97 to 21M in 12/98 (1400% increase) due to Dollar Coin comments; added 5000 to e-newsletter; more self-added to mailing list

Measuring, Quantifying, and Comparing the

Difference

OBTAIN A FIRM COMMITMENT

FROM THE TEAMTO DELIVER!


Phase 6- Implementation Plan

CreateImplementation

Plan

6

Overall Implementation Plan– Transition to Build Stage

– Change Management/ Training

Detailed Project Management Plans, including:– Costs, Resources, Milestones and

Timelines

Technical Plans including:– Site mapping, hosting, content/

graphics/ database development, testing, launch, and monitoring

Prioritizing what’s next

Not just a Systems Plan… The Solution includes changing

People & Technology


Phase 7- Build/ Test/ Roll-outWeb Site Development Process

1. Hold blueprint planning workshops

2. Develop your site’s mission statement.

3. Design and organize your content (develop site map).

4. Determine technical requirements.

5. Gather and write content (ensure copyright use)

6. Develop a site style sheet -- color scheme, font style, etc.

7. Create your graphics.

8. Produce site (build final pages).

9. Test site.

10. Launch and market the site.

11. Maintain and update the site.

12. Monitor customer acceptance, use and feedback.

13. When needed, redesign the site.

14. Return to step 1.

7

44

Moral of my Story:

If you fail to plan, plan to fail!


How can you learn more? 1) Receive notification of my presentation via E-mail

– To be e-mailed when this PowerPoint presentation goes live on the web, please leave us your business card, and/or

2) Visit my new E-Business Management web site, called www.webpractices.com

– I plan to post this information as web pages along with links, recommended reading, and actual downloadable documents in the next few weeks

– I hope you will send me your e-biz ideas as well at [email protected] so that I can add to this site and help business take back the web!


Recommended E-Business Reading1. NEW! Visit my new personal web site, www.WebPractices.com, for downloadable, sample e-biz documents, and recommended resources.

2. Customers.com® and particularly the free Customers.com® Handbook by Patricia Seybold, orderable from www.customers.com

3. Best Practices in Interactive Marketing: A Planning Guide, from the Direct Marketing Association

(Note: See pages 118-122 for “A Checklist of New Media Strategy and Implementation” for all the planning questions to ask while preparing an e-business plan)

4. Secrets of Successful Web Sites by David Siegal

5. Web Site Management Excellence by Linda Brigman

6. Business 2.0, Fast Company and Wired magazines


Online Resources to go for further informationHow to Develop a Web BusinessThe United States Mint Web site, www.usmint.gov•Manager’s Roadmap to the Internet, www.cerf.net/cerfnet/about/roadmap/roadmap_NF.html•CIO Online, www.cio.com/WebMaster/strategy•www.electric-pages.com/notes/develop.htm•builder.cnet.com/Business/Strategies/?st.bl.bu.bu1.feat.1530

Web Site Policies (privacy & legal issues )•United States Treasury Department, www.treas.gov/internetpolicy/guidance.html•Electronic Privacy Information Center, http://www.epic.org/privacy/•Privacy Rights Clearinghouse, www.privacyrights.org•TRUSTe, http://www.truste.org/users/•GSA’s Office of Information Technology, www.itpolicy.gsa.gov/•The Direct Marketing Association, www.the-dma.org

Protecting Your Site’s Content•Ziff Davis Developer Site, http://www.zdnet.com/devhead/stories/articles/0,4413,2168565,00.html

Web Site Promotion•WebMarketing presentation covering site promotion for free or almost free, www.netpost.com/speaking/wm98/session1.html

Technology Links •http://www.cio.com; www.informationweek.com, browserwatch, etc.•http://www.cis.temple.edu/~mandviwa/present/ecomm/index.htm


More Online ResourcesWeb Accessibility Guidelines•World Wide Web Consortium, http://www.w3.org/Press/1998/WAI-Guide

Web Site Security: •WWW Consortium Security FAQ, http://www.w3.org/Security/Faq/www-security-faq.html

Recruiting Sites: •Careerpath: www.careerpath.com•The Monster Board: www.monster.com•Headhunter.net: www.headhunter.net

Best Practice Federal Example Sites: •National Partnership for Reinventing Government: www.npr.gov•U.S. Dept. of Justice: www.usdoj.gov•United States Mint: www.usmint.gov•United States Department of Energy: www.pr.doe.gov/pr5.html•Environmental Protection Agency: http://www.epa.gov/epahome/webguide/guide.htm

Meta Resources for Web Site Management and Development•CIO Online: www.cio.com/resources/•C/NET: www.cnet.com•Webmaster Reference Library: http://www.webreference.com/•Developer.com: www.developer.com•Leads Corporation Federal Webmaster Institute: www.fwmi.org/courselinks.htm (includes links to policies, privacy, management, disclaimers, laws and regulations, and more)

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QUESTIONS & ANSWERSThank you for attending!

For more e-business advice, thoughts and resources, visit and contribute to my new web

site at http://www.webpractices.com

Michele J. BartramEmail me at: [email protected]


Date post:	17-Dec-2015
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