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Chapter 15; E-Commerce 1Copyright 2002 Prentice Hall Publishing Company
E-Commerce and the Entrepreneur
E-Commerce and the Entrepreneur
Chapter 15; E-Commerce 2Copyright 2002 Prentice Hall Publishing Company
The Internet: Changing the Face The Internet: Changing the Face of Business of Business
The most successful companies embrace the The most successful companies embrace the Internet as a mechanism for transforming their Internet as a mechanism for transforming their companies and for changing everything about companies and for changing everything about the way they do business.the way they do business.
In the world of e-commerce, size matters less In the world of e-commerce, size matters less than speed and flexibility.than speed and flexibility.
High-volume, low-margin commodity products High-volume, low-margin commodity products are best suited for selling on the Web. are best suited for selling on the Web.
Chapter 15; E-Commerce 3Copyright 2002 Prentice Hall Publishing Company
Benefits of Selling on the WebBenefits of Selling on the Web
Opportunity to increase revenuesOpportunity to increase revenues Ability to expand into global marketsAbility to expand into global markets Ability to remain open 24 hours a day, Ability to remain open 24 hours a day,
seven days a weekseven days a week Capacity to use the Web’s interactive Capacity to use the Web’s interactive
nature to enhance customer servicenature to enhance customer service
Chapter 15; E-Commerce 4Copyright 2002 Prentice Hall Publishing Company
Benefits of Selling on the WebBenefits of Selling on the Web
Power to educate and informPower to educate and inform Ability to lower the cost of doing businessAbility to lower the cost of doing business Ability to spot new business opportunities Ability to spot new business opportunities
and capitalize on themand capitalize on them Power to track sales resultsPower to track sales results
Chapter 15; E-Commerce 5Copyright 2002 Prentice Hall Publishing Company
E-CommerceE-Commerce
Survey: 3 out of 4 small businesses do not yet Survey: 3 out of 4 small businesses do not yet have a Web site.have a Web site.
Small companies account for more than 50% of Small companies account for more than 50% of all retail sales in the U.S., but they generate all retail sales in the U.S., but they generate only 9% of online retail sales. only 9% of online retail sales.
By 2003, small companies will generate just 6% By 2003, small companies will generate just 6% of online retail sales. of online retail sales.
Why?Why?
Chapter 15; E-Commerce 6Copyright 2002 Prentice Hall Publishing Company
Factors to Consider Before Factors to Consider Before Launching into E-CommerceLaunching into E-Commerce
How a company exploits the Web’s How a company exploits the Web’s interconnectivity and the opportunities it interconnectivity and the opportunities it creates to transform relationships with creates to transform relationships with suppliers, customers, and others is crucial to its suppliers, customers, and others is crucial to its success.success.
Web success requires a company to develop a Web success requires a company to develop a plan for integrating the Web into its overall plan for integrating the Web into its overall strategy.strategy.
Chapter 15; E-Commerce 7Copyright 2002 Prentice Hall Publishing Company
Factors to Consider Before Factors to Consider Before Launching into E-CommerceLaunching into E-Commerce
Developing a deep, lasting relationship with Developing a deep, lasting relationship with customers takes on even greater importance on customers takes on even greater importance on the Web.the Web.
Creating a meaningful presence on the Web Creating a meaningful presence on the Web requires an ongoing investment of resources – requires an ongoing investment of resources – time, money, energy, and talent.time, money, energy, and talent.
Measuring the success of a Web-based sales Measuring the success of a Web-based sales effort is essential to remaining relevant to effort is essential to remaining relevant to customers whose tastes, needs, and preferences customers whose tastes, needs, and preferences constantly change. constantly change.
Chapter 15; E-Commerce 8Copyright 2002 Prentice Hall Publishing Company
12 Myths of E-Commerce12 Myths of E-Commerce
Myth 1: Setting up a business on the Web is Myth 1: Setting up a business on the Web is easy and inexpensive.easy and inexpensive.
Chapter 15; E-Commerce 9Copyright 2002 Prentice Hall Publishing Company
12 Myths of E-Commerce12 Myths of E-Commerce
Myth 1: Setting up a business on the Web is Myth 1: Setting up a business on the Web is easy and inexpensive.easy and inexpensive.
Myth 2: If I launch a site, customers will Myth 2: If I launch a site, customers will flock to it.flock to it.
Myth 3: Making money on the Web is easy.Myth 3: Making money on the Web is easy.
Myth 4: Privacy is not an important issue Myth 4: Privacy is not an important issue on the Web. on the Web.
Chapter 15; E-Commerce 10Copyright 2002 Prentice Hall Publishing Company
12 Myths of E-Commerce12 Myths of E-Commerce
Myth 5: The most important part of any Myth 5: The most important part of any e-commerce effort is technology. e-commerce effort is technology. Myth 6: Strategy? I don’t need a strategy Myth 6: Strategy? I don’t need a strategy to sell on the Web! Just give me a Web to sell on the Web! Just give me a Web site and the rest will take care of itself. site and the rest will take care of itself. Myth 7: On the Web, customer service is Myth 7: On the Web, customer service is not as important as it is in a traditional not as important as it is in a traditional retail store. retail store.
Chapter 15; E-Commerce 11Copyright 2002 Prentice Hall Publishing Company
The Importance of ServiceThe Importance of Serviceon the Webon the Web
Study: 75% of Web shoppers who fill their on-Study: 75% of Web shoppers who fill their on-line shopping carts become frustrated and leave line shopping carts become frustrated and leave the site before checking out.the site before checking out.
Reasons:Reasons: Site too slowSite too slow Site looks unprofessionalSite looks unprofessional Site does not take credit cardsSite does not take credit cards Checkout area too hard to findCheckout area too hard to find No return policy postedNo return policy posted
What Web Shoppers WantWhat Web Shoppers Want
Retail Customers Business Customers
1. Competitive prices1. Competitive prices 1. On-time delivery1. On-time delivery
2. Well-designed presentation2. Well-designed presentation 2. Competitive prices2. Competitive prices
3. Good selection3. Good selection 3. Well-designed presentation3. Well-designed presentation
4. Reliable shipping4. Reliable shipping 4. Good selection4. Good selection
5. On-time delivery5. On-time delivery 5. Easy ordering5. Easy ordering
6. Easy ordering6. Easy ordering 6. Valuable product info6. Valuable product info
7. Customer support7. Customer support 7. Customer support7. Customer support
8. Valuable product info8. Valuable product info 8. Reliable shipping8. Reliable shipping
9. Posted privacy policy9. Posted privacy policy 9. Posted privacy policy9. Posted privacy policy
10. User-friendly navigation10. User-friendly navigation 10. User-friendly navigation10. User-friendly navigation
Chapter 15; E-Commerce 13Copyright 2002 Prentice Hall Publishing Company
12 Myths of E-Commerce12 Myths of E-Commerce
Myth 8: Flash makes a Web site better.Myth 8: Flash makes a Web site better.
Myth 9: It’s what’s up front that counts. Myth 9: It’s what’s up front that counts.
Myth 10: E-commerce will cause brick-Myth 10: E-commerce will cause brick-and-mortar retail stores to disappear. and-mortar retail stores to disappear.
Myth 11: The greatest opportunity for e-Myth 11: The greatest opportunity for e-commerce lies in the retail sector. commerce lies in the retail sector.
Myth 12: It’s too late to get on the Web. Myth 12: It’s too late to get on the Web.
Chapter 15; E-Commerce 14Copyright 2002 Prentice Hall Publishing Company
Approaches to E-CommerceApproaches to E-Commerce
Online shopping mallsOnline shopping malls Storefront building servicesStorefront building services Internet service providers (ISPs)Internet service providers (ISPs) Hiring professionals to design a custom Hiring professionals to design a custom
sitesite Building a site in-houseBuilding a site in-house
Chapter 15; E-Commerce 15Copyright 2002 Prentice Hall Publishing Company
Online Shopping MallsOnline Shopping Malls
Advantages:Advantages: SimplicitySimplicity Low costLow cost
Disadvantages:Disadvantages: Lack of prominenceLack of prominence Lack of control over siteLack of control over site
Chapter 15; E-Commerce 16Copyright 2002 Prentice Hall Publishing Company
Storefront-Building ServicesStorefront-Building Services
Advantages:Advantages: SimplicitySimplicity Low cost – as little as $100 to $500 per Low cost – as little as $100 to $500 per
monthmonth DisadvantagesDisadvantages
Cookie-cutter approachCookie-cutter approach Handle only a limited number of productsHandle only a limited number of products
Chapter 15; E-Commerce 17Copyright 2002 Prentice Hall Publishing Company
Internet Service ProvidersInternet Service Providers
Provide many of the same features as store-Provide many of the same features as store-front design services but offer more flexibility front design services but offer more flexibility and customized designs. and customized designs.
Can grow with a company as its online sales Can grow with a company as its online sales volume grows. volume grows.
What to consider when choosing:What to consider when choosing: CostCost DowntimeDowntime Quality of backup systemsQuality of backup systems Capacity for hosting sitesCapacity for hosting sites
Chapter 15; E-Commerce 18Copyright 2002 Prentice Hall Publishing Company
Hiring ProfessionalsHiring Professionals
Key advantage: Ability to customize a Key advantage: Ability to customize a site, making it anything an entrepreneur site, making it anything an entrepreneur wants. wants.
Major disadvantage: CostMajor disadvantage: Cost A custom-designed site can cost between A custom-designed site can cost between
$10,000 and $30,000$10,000 and $30,000 A site with complete front-office and back-A site with complete front-office and back-
office integration can cost more than office integration can cost more than $500,000!$500,000!
Chapter 15; E-Commerce 19Copyright 2002 Prentice Hall Publishing Company
Building a Site in-HouseBuilding a Site in-House
Key advantage: Complete control over Key advantage: Complete control over the site and its design, operation, and the site and its design, operation, and maintenance.maintenance.
Major disadvantage: Cost of hiring staff.Major disadvantage: Cost of hiring staff. Cost can reach $250,000 to $500,000Cost can reach $250,000 to $500,000
Chapter 15; E-Commerce 20Copyright 2002 Prentice Hall Publishing Company
Strategies for E-SuccessStrategies for E-Success
Consider focusing on a market niche.Consider focusing on a market niche. Develop a community.Develop a community. Attract visitors by giving away Attract visitors by giving away
“freebies.” “freebies.” Make creative use of e-mail, but avoid Make creative use of e-mail, but avoid
becoming a “spammer.” becoming a “spammer.”
Chapter 15; E-Commerce 21Copyright 2002 Prentice Hall Publishing Company
Strategies for E-SuccessStrategies for E-Success
Make sure your Web site says Make sure your Web site says “credibility.”“credibility.”
Consider forming strategic alliances.Consider forming strategic alliances. Make the most of the Web’s global reach.Make the most of the Web’s global reach. Promote your site online and offline. Promote your site online and offline.
Chapter 15; E-Commerce 22Copyright 2002 Prentice Hall Publishing Company
Designing a Killer Web SiteDesigning a Killer Web Site
Select a domain name that is consistent Select a domain name that is consistent with the image you want to create for with the image you want to create for your company and register it.your company and register it. ShortShort MemorableMemorable Indicative of a company’s businessIndicative of a company’s business Easy to spellEasy to spell
Chapter 15; E-Commerce 23Copyright 2002 Prentice Hall Publishing Company
Designing a Killer Web SiteDesigning a Killer Web Site
Be easy to find.Be easy to find. Give customers what they want.Give customers what they want. Establish hyperlinks with other Establish hyperlinks with other
businesses, preferably those businesses, preferably those selling complementary products.selling complementary products.
Include an e-mail option and a Include an e-mail option and a telephone number in your site.telephone number in your site.
Chapter 15; E-Commerce 24Copyright 2002 Prentice Hall Publishing Company
Designing a Killer Web SiteDesigning a Killer Web Site
Give shoppers the ability to Give shoppers the ability to track their orders online.track their orders online.
Offer Web shoppers a special all Offer Web shoppers a special all their own.their own.
Follow a simple design.Follow a simple design.
Chapter 15; E-Commerce 25Copyright 2002 Prentice Hall Publishing Company
Designing a Killer Web SiteDesigning a Killer Web Site
Assure customers that their Assure customers that their online transactions are secure. online transactions are secure.
Keep your site updated.Keep your site updated. Consider hiring a professional to Consider hiring a professional to
design your site. design your site.
Chapter 15; E-Commerce 26Copyright 2002 Prentice Hall Publishing Company
Tracking Web ResultsTracking Web Results
CounterCounter Log-analysis softwareLog-analysis software ClusteringClustering Collaborative filteringCollaborative filtering Profiling systemsProfiling systems Artificial intelligenceArtificial intelligence
Chapter 15; E-Commerce 27Copyright 2002 Prentice Hall Publishing Company
Ensuring Web PrivacyEnsuring Web Privacy
Take an inventory of the customer data Take an inventory of the customer data collected.collected.
Develop a company policy for the Develop a company policy for the information you collect.information you collect.
Post your company’s privacy policy Post your company’s privacy policy prominently on your Web site and follow prominently on your Web site and follow it. it.
Chapter 15; E-Commerce 28Copyright 2002 Prentice Hall Publishing Company
Ensuring Web SecurityEnsuring Web Security
Virus detection softwareVirus detection software Intrusion detection softwareIntrusion detection software FirewallFirewall