Starting an Online Business All-in-One For Dummies

Introduction 1 Book I: Online Business Basics 7 Chapter 1: Starting from Scratch 9 Chapter 2: Turning Internet Dreams into Reality 17 Chapter 3: Getting Real: Creating a Usable Business Plan 31 Chapter 4: Finding Money to Fund Your Online Start-Up 39 Chapter 5: Creating Policies to Protect Your Web Site and Your Customers 57 Chapter 6: Setting Up Shop: Everything You Need for Online Efficiency 67 Book II: Legal and Accounting 83 Chapter 1: Minding the Law 85 Chapter 2: Choosing the Right Foundation -- from Partnerships to Corporations 95 Chapter 3: The Trademark-and-Copyright Two-Step 103 Chapter 4: Accounting for Taxes (and Then Some) 111 Book III: Web Site Design 133 Chapter 1: What's in a (Domain) Name? 135 Chapter 2: Designing Customer-Friendly Sites 149 Chapter 3: Building a Site without Spending a Fortune 165 Chapter 4: Finding the Host with the Most 187 Chapter 5: Writing Content that Search Engines Want to See 195 Chapter 6: Lights, Camera, Action! Taking Your Site Live 205 Book IV: Online and Operating 213 Chapter 1: Determining Your Revenue Model 215 Chapter 2: Making Money with Affi liate Programs 239 Chapter 3: Turning Information into Profit, from e-Books to Webinars 249 Chapter 4: Paying with the Right Payment Options 263 Chapter 5: Putting the (Shopping) Cart before the Horse 273 Chapter 6: Taking Inventory 285 Chapter 7: Fulfilling Expectations and Orders 293 Book V: Internet Security 315 Chapter 1: Understanding Security and Your Risks 317 Chapter 2: Developing a Security Plan 329 Chapter 3: Attacked! What to Expect from the Net-Thief 341 Chapter 4: Securing Your Site and Your Business 355 Chapter 5: Overcoming Security Concerns in the Wireless World 365 Book VI: Boosting Sales 373 Chapter 1: Driving Traffic, Driving Sales 375 Chapter 2: Special-Edition Public Relations for the Web 383 Chapter 3: Web Marketing at Work 397 Chapter 4: Converting Browsers to Buyers 423 Chapter 5: Analyzing and Monitoring Your Customers 445 Chapter 6: Mastering Search Engines, Optimization, and Rankings 469 Book VII: Retail to E-Tail 491 Chapter 1: Knowing When to Put Your Store Online 493 Chapter 2: Understanding the Differences between In-Store and Online Customers 507 Chapter 3: Window Dressing for the Online Display 515 Chapter 4: Making In-Store Customers Loyal Online Shoppers 523 Chapter 5: Expanding Close to Home with Localization and Mobile Marketing 531 Chapter 6: Troubleshooting the Transition to E-Tail 543 Book VIII: Storefront Selling 553 Chapter 1: Instant E-Commerce with Storefronts 555 Chapter 2: Mastering the Amazon 563 Chapter 3: Let's Hear It for Yahoo! 577 Chapter 4: Making eBay THE Way 593 Chapter 5: New Storefronts, New Opportunities 613 Book IX: Fundraising Sites 633 Chapter 1: Raining Donations: Why Not-for-Profit Is Big Business Online 635 Chapter 2: Adding Online Moneymakers to an Existing Site 643 Chapter 3: Getting the Donor Base to Come to You 659 Chapter 4: More Online Marketing Strategies for Nonprofits 669 Chapter 5: Legal Considerations for Nonprofit Organizations 679 Book X: Niche E-Commerce 687 Chapter 1: Discovering Niche Markets 689 Chapter 2: Identifying Niche Markets That Keep Paying: Kids, Boomers, Pets, and More 695 Chapter 3: Blogging for Profit 711 Chapter 4: Learning to Spot and Capitalize on E-commerce Trends 727 Book XI: E-Commerce Advanced 737 Chapter 1: Overhauling Your Business 739 Chapter 2: Redesigning to Win New Customers 749 Chapter 3: Expanding Products to Increase Stagnant Sales 765 Chapter 4: Nurturing (and Bringing Back) Customers 775 Chapter 5: Revisiting Marketing Strategies 785 Chapter 6: Hiring Experts to Get Business Rolling Again 803 Chapter 7: Transitioning a Small Site into Big Business 815 Index 829