Efnisyfirlit

• 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

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