Starting an Online Business All-in-One For Dummies

Name: Starting an Online Business All-in-One For Dummies
Brand: Wiley
Price: 25.99 EUR
Availability: OnlineOnly

Shannon Belew Joel Elad(Autor*in)

Wiley (Verlag)

7. Auflage

Erschienen am 20. August 2024

691 Seiten

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978-1-394-27110-8 (ISBN)

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Inhalt

Intro
Title Page
Copyright Page
Table of Contents
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
Creating online businesses for today and tomorrow
Finding a business that's your type
Chapter 2 Turning Ideas into a Viable Internet Business
Thinking Like an Online Entrepreneur
Putting Your Business Idea under the Microscope
Using informal research to verify your idea
Applying a SWOT analysis to your idea
Creating a feasibility study to validate an idea
Identifying Your Market and Target Customer
Classifying your customer
Going to the source
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
Determining when to hire a professional
Knowing what to expect from a business plan consultant
Using a Business Plan Today, Tomorrow, and Always
Chapter 4 Funding Your Online Business
Bootstrapping the Low-Cost, No-Cost Site
Making the leap to the bootstrapping lifestyle
Saving money to make money
Getting resourceful
Looking at the pros and cons of bootstrapping
Finding the Perfect Investor
Turning to your friends and family
Finding angels
Venturing into the world of venture capital
Checking Out Alternative Financing
Taking a Shortcut: Purchasing an Existing Site
Chapter 5 Creating Policies and Managing Compliance to Keep It Real
Taking Care of Customers
I pledge to you
Put it in writing
Delivering on Your Promises
Putting Policies in Place
Privacy policy
User agreement or terms and conditions
Shipping policy
Return policy
Safety for young users
Other online policies
Complying With the Law
Let's talk about GDPR
The importance of ADA
Lesser known policies that could incur fines
Book 2 Legal and Accounting
Chapter 1 Minding the Law
Keeping Your Business Legal
Federal tax identification number
Resale certificate
Business bank account
Employee forms
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
Fictitious name registration
Marriage and the sole proprietorship
Sharing the Load with a Partnership
Limited Liability Company
Making It Official with Incorporation
Different flavors of corporations
The choice to incorporate
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
Getting your trademark
Filing for copyright
Retaining Professional Assistance
Chapter 4 Accounting for Taxes (and Then Some)
The Tax Man Cometh - Again and Again
Income tax
Employment tax
Sales tax
By the Numbers: Accounting Basics
Determining periods and methods
And now, your balance sheet
A quick glimpse: The P&L
Choosing Software to Make Your Tasks Easy
Going online?
What size are you?
How much do you want to pay?
Do you need support?
Hiring a Professional
Recognizing that it takes all types
Knowing what to expect from your tax professional
Finding likely candidates
Choosing the best person for you
Following the Rules of Recordkeeping
Dealing with all the paper
Storing records: How long is long enough?
Book 3 Website Functionality and Aesthetics
Chapter 1 What's in a (Domain) Name?
Basics of URL Structure and Why It Matters
Approaching your domain name carefully
Optimizing your domain name for SEO
Registering the Perfect Name
You have a choice: Domain registration options
Let's make it official
Finding Out What to Do When Somebody Gets There First
Exploring your domain name options
Negotiating what you want - at a price
All the Good Ones Are (Not) Taken
Varying the extension
Getting creative
Chapter 2 Designing for User Experience
Mapping the Customer Experience
Basic functionality
Interactive functionality
Enhanced functionality
Maximizing Performance for Profitability
Establishing Page Goals
Mapping Your Route to a Successful Site
Avoiding common holdups in developing a site plan
Putting Your Best Site Forward
Following design trends and UX principles
Testing Your Design Assumptions
Chapter 3 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 4 Developing Content That Satisfies Visitors and Search Engines
Words Are Words - Right? Wrong!
Words that are "key" to search
Beyond keywords
Getting Ready to Write for the Web
Understanding buyer personas
Tracking the buyer's journey
Getting organized
Mapping content where it counts
Moved to Purchase: Turning Words into Action
Chapter 5 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
Checking it out
Testing on Mac, Windows, or whatever
Keeping people in mind
Taking a Trial Run
Three, Two, One - Takeoff!
Book 4 Online and Operating
Chapter 1 Determining Your Revenue Model
Selling Tangible Products
Projecting how you'll make a profit
Manufacturing and selling your own goods
Buying tangible goods and selling them online
Finding your own merchandise
Buying wholesale
Going inventory-free: Drop-shipping
Selling Your Professional Services
Understanding the pros and cons
Building credibility
Selling Thought Leadership - Your Own Information Product
Finding hot topics
Researching the information
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
Understanding some affiliate terms
Types of affiliate payments
Finding an affiliate program
Avoiding Scams and Questionable Content
Illegal affiliations
Questionable affiliations
Chapter 3 Paying with the Right Payment Options
Accepting Credit Card Payments
Securing a merchant account
Choosing a payment gateway
Reading the fine print: Fees
Offering Alternative Payment Options
Managing the Payment Process to Protect Your Income
Chapter 4 Putting the (Shopping) Cart before the Horse
Not All Carts Are Created Equal
Back-end management
Customer-centric elements
Integration and maintenance
Promotion and marketing
Shopping Around for the Best Hosted Solution
1ShoppingCart
Foxy
Shopify
Finding Stand-Alone Shopping-Cart Software
Designing a Custom Cart
Chapter 5 Taking Inventory
Finding Out What's Popular
Putting Together All Your Research
Pricing Your Products
Building Your Inventory
Stocking up as a low-price leader
Becoming all things to all people with trial-and-error inventory
Specializing with limited inventory
Chapter 6 Fulfilling Expectations and Orders
Figuring Out the Logistics of Shipping
Developing an In-House Fulfillment Model
Deciding to Outsource Fulfillment
Finding an outsourcing partner
Establishing your outsourcing relationship
Operating with an outsourced fulfillment house
Assessing the quality of the fulfillment work
Shaping Up and Shipping Out
Giving your customers shipping options
Creating online postage and labels
Having items picked up for delivery
Shipping international orders
Maintaining the Backend
Deciding on a database
Using handheld scanners and bar codes
Developing a shelving inventory system
Feeding orders into the shipping department
Book 5 Managing Security Risks
Chapter 1 Understanding Security and Your Risks
Legal Responsibility: The Merchant and the Customer
Avoiding chargebacks
Protecting privacy: GDPR and growing compliance concerns
Keeping Your Website Secure
Chapter 2 Developing a Plan: Security and Business Continuity
Making a Plan
Policies and procedures
Inventory and skills assessments
Risk analysis
Existing security measures
Action plan and backup alternatives
People, resources, and follow-up communications
Creating a Budget for Your Plan
Finding Security Resources
Chapter 3 Spotting and Thwarting Bad Actors, Hackers, and More
Fending Off Attacks
Deterring Bad Actors
Avoiding Common Threats
Keeping Your Domain Name Safe
Staying Away from Scams
Social engineering
Phishing
Smishing
Pharming
Vishing
Scareware
Extortion
Insider threats
Mobile Security Risks
Understanding How a Wireless LAN Works
Establishing Barriers
Following your common sense
Setting up a virtual private network
Keeping an eye on your connection
Chapter 4 Locking Down Your Site and Your Business
Protecting against Personal Data Loss and Credit Card Fraud
Minimizing your financial losses
Protecting customers' privacy and financial data
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
Developing buyer personas
Defining buying stages
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
Purchasing right now: The instant customer
Nurturing the indecisive (or not-yet- ready to convert) site visitor
Chapter 2 Influencing for Attention and Customers
Writing Reviews
Finding the best places to post reviews
Writing the review, section by section
Becoming an Online Influencer
Speaking out with video
Defining your specialty
Establish consistent schedule, output, and technology
Setting up your video channel
Interact with your growing audience
Chapter 3 Web Marketing at Work
Developing a Marketing Strategy
Devising your brand
Working the brand
Gaining a Following with Social Media
Using social media properly
Determine who will administer your social media accounts
Create and maintain your social media activity calendar
Reeling in Customers with Newsletters
Decide what content belongs in your newsletter
Decide on a design format for your newsletter
Decide how to distribute your newsletter
Decide the "call to action" of your newsletter
Automating Routine Tasks
Searching for Traffic with Search Engine Advertising
Signing up for Google Ads
Setting up a Google campaign
Deciding when to use pay per click
Chapter 4 Analyzing and Monitoring Your Customers
Tracking Trends
Measuring Website Traffic
Defining the terms of traffic analysis
Referring to your user acquisitions
Examining viewer behavior
Measuring traffic against activity
Analyzing Your Traffic Analysis Software
Basic analysis software
Detailed analysis software
Enterprise or big business
Collecting the Correct Information
Storing data using cookies
Adding information to your links
Studying the path analysis
Getting to Know Your Customer
Chapter 5 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
Keywords that are invisible
Creating META tags
Adding ALT attributes
Keywords that are visible
Arranging Your Pages Strategically
Watching Your Rankings
Moving Up in the Rankings
Knowing where you stand
Seeing what your competition is doing
Creating your own referrals
Book 7 E-Commerce Fundamentals
Chapter 1 Starting Up with E-Commerce Functionality
Performance
Product merchandizing and marketing
Administration features
Chapter 2 Web-ify Your Store with Shopify
Why Open a Shopify Store?
Setting Up Shop
Managing Your Shopify Store
Constructing your catalog
Opening the doors
Selecting a Plan
Basic Shopify package: Starting out
Shopify package: Moving up
Advanced Shopify package: Building on solid ground
Breaking Down the Fees
Growing with Your New Business Partner
Marketing programs
Customer relationship management
Sales reports
Chapter 3 Making eBay THE Way
Understanding How eBay Works
Getting Started on eBay
Setting Up an Item for Sale
Maintaining your item listings
Leaving feedback for your buyer
Opening an eBay Store
Setting up shop
Managing your store
Chapter 4 Posting Pictures for Profit
Establishing Your Instagram Account
Enticing Customers to Your Instagram Offering
Publicizing your Instagram presence
Displaying your online goods in your Instagram feed
Providing Great Content and Community for Your Instagram Feed
Focusing on pictures first
Adding comments and hashtags
Following the right people
Harnessing the power of video
Creating Instagram stories for your business
Book 8 E-Commerce Trends and Market Opportunities
Chapter 1 Discovering Niche Markets
Deciding to Sell a Niche Product
Finding Your Niche
Chapter 2 Becoming a Social Influencer for Real Dollars
Setting the Virtual Stage for Success
Understanding How to Profit
Revenue sources
Legal obligations
Developing Your Fan Base
Choosing the Right Platform
Instagram
Facebook
Pinterest
Creating Your Own Video Channel
Vloggers and video gamers
Instructional and premium content videos
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
Budgeting and building apps
Uploading apps for sale
Chapter 4 Generating Efficiencies and Opportunities with AI, ChatGPT, and More
Understanding the Basics of the Technology
Creating with Artificial Intelligence
Using AI to simplify or advance your business
Opportunities to earn with AI
Legal considerations
Using ChatGPT to Your Advantage
Shortcuts enabled by ChatGPT
Building apps and service opportunities
Identifying What's Coming Next
Chapter 5 Building a POD (Print-on- Demand) Business
Avoiding the Inventory Trap (the Basics of POD)
Choosing Customized Products
Typical product offerings
Product categories
Design trends
Sourcing design ideas
Selecting a POD Partner
Printify
Printful
Zazzle
Gelato
Amazon Merch
Know Your (Cost) Margins
Building a Customer Base
Chapter 6 Growing Beyond Borders: The International Marketplace
Understanding the Scope of a Global Opportunity
Focusing on Target Countries
Making Operational Decisions
Translations
Local payment options
Shipping and handling
Global partnerships
Supply chains
Resellers
Social influencers
Developing Cultural Awareness
Book 9 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
Modeling buyer behavior
Mapping critical conversion points
Triggering the social influencer
Chapter 2 Getting Personal with Content Marketing
Delivering the Goods with the Right Content Approach
Developing Buyer Personas
Creating Content for Storytelling and Consumption
Content framework
Content segments
Content types
Aligning content to intent
Launching the Personalization Effort Online
Integrating systems
Categorization: One thing is not like the others
Choosing personalization tools
Chapter 3 Overhauling an Aging Online Business
Paying Attention to the Signs
Using VOC to Understand What Your Customer Really Thinks
Types of customer feedback that matter
Tools for collecting and analyzing VOC data
Listening and Taking Action: Time to Redesign
Qualifying for a Makeover from Lagging Sales
Increasing the number of visitors to your site
Converting more visitors to (repeat) buyers
Reengaging Customers to Spend with You, Again
A tailor-made offer
A targeted offer
Chapter 4 Expanding Products to Increase Stagnant Sales
Figuring Out When to Expand Your Product Line
Limited appeal products
Limited-use products
Technology-based products
Product marketing
Product positioning
Price points
Conversion rates
Replacement or Expansion: The Art of Culling Your Inventory
Replacing one product with another
Expanding your product line
Finding Alternatives to Spur Growth
Chapter 5 Transitioning a Small Site into Big Business
Seeking Out the Next Level of Your Business
Expanding the business
Acquiring other sites
Going global
Bringing in financial partners
Create a succession plan and retire
Selling your site
Purposefully Making the Next Move
Index
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