Starting an Online Business All-in-One For Dummies

Introduction 1 Book I: Online Business Basics 5 Chapter 1: Starting from Scratch 7 Chapter 2: Turning Internet Dreams into Reality 15 Chapter 3: Getting Real: Creating a Usable Business Plan 27 Chapter 4: Finding Money to Fund Your Online Start-Up 35 Chapter 5: Creating Policies to Protect Your Website and Your Customers 51 Chapter 6: Setting Up Shop: Everything You Need for Online Efficiency 59 Book II: Legal and Accounting 73 Chapter 1: Minding the Law 75 Chapter 2: Choosing the Right Foundation -- from Partnerships to Corporations 83 Chapter 3: The Trademark-and-Copyright Two-Step 91 Chapter 4: Accounting for Taxes (and Then Some) 99 Book III: Website Design 121 Chapter 1: What's in a (Domain) Name? 123 Chapter 2: Designing Customer-Friendly Sites 135 Chapter 3: Building a Site without Spending a Fortune 151 Chapter 4: Finding the Host with the Most 173 Chapter 5: Writing Content that Search Engines Want to See 181 Chapter 6: Lights, Camera, Action! Taking Your Site Live 193 Book IV: Online and Operating 201 Chapter 1: Determining Your Revenue Model 203 Chapter 2: Making Money with Affi liate Programs 225 Chapter 3: Turning Information into Profi t, from E-Books to Webinars 237 Chapter 4: Paying with the Right Payment Options 249 Chapter 5: Putting the (Shopping) Cart before the Horse 259 Chapter 6: Taking Inventory 273 Chapter 7: Fulfi lling Expectations and Orders 281 Book V: Internet Security 301 Chapter 1: Understanding Security and Your Risks 303 Chapter 2: Developing a Security Plan 313 Chapter 3: Attacked! What to Expect from the Net-Thief 325 Chapter 4: Securing Your Site and Your Business 337 Chapter 5: Overcoming Security Concerns in the Wireless World 345 Book VI: Boosting Sales 353 Chapter 1: Driving Traffic, Driving Sales 355 Chapter 2: Special-Edition Public Relations for the Web 363 Chapter 3: Web Marketing at Work 377 Chapter 4: Converting Browsers to Buyers 403 Chapter 5: Analyzing and Monitoring Your Customers 425 Chapter 6: Mastering Search Engines, Optimization, and Rankings 449 Book VII: Retail to E-Tail 471 Chapter 1: Knowing When to Put Your Store Online 473 Chapter 2: Understanding the Differences between In-Store and Online Customers 489 Chapter 3: Window Dressing for the Online Display 499 Chapter 4: Making In-Store Customers Loyal Online Shoppers 507 Chapter 5: Expanding Close to Home with Localization and Mobile Marketing 515 Chapter 6: Troubleshooting the Transition to Online Retail 527 Book VIII: Storefront Selling 539 Chapter 1: Instant E-Commerce with Storefronts 541 Chapter 2: Mastering the Amazon 551 Chapter 3: Let's Hear It for Yahoo! 563 Chapter 4: Making eBay THE Way 581 Chapter 5: New Storefronts, New Opportunities 599 Book IX: Fundraising Sites 615 Chapter 1: Raining Donations: Online Giving Is Big for Not-for-Profits 617 Chapter 2: Adding Online Moneymakers to an Existing Site 625 Chapter 3: Getting the Donor Base to Come to You 641 Chapter 4: More Online Marketing Strategies for Nonprofi ts 651 Chapter 5: Legal Considerations for Nonprofit Organizations 661 Book X: Niche E-Commerce 669 Chapter 1: Discovering Niche Markets 671 Chapter 2: Identifying Niche Markets That Keep Paying 677 Chapter 3: Blogging for Profit 697 Chapter 4: Learning to Spot and Capitalize on Social E-Commerce Trends 713 Book XI: E-Commerce Advanced 727 Chapter 1: Overhauling Your Business 729 Chapter 2: Redesigning to Win New Customers 739 Chapter 3: Expanding Products to Increase Stagnant Sales 755 Chapter 4: Nurturing (and Bringing Back) Customers 765 Chapter 5: Revisiting Marketing Strategies 777 Chapter 6: Hiring Experts to Get Business Rolling Again 795 Chapter 7: Transitioning a Small Site into Big Business 807 Index 821