Business & Economics

The Online Business
The Essential Guide to Starting Your Online Business

“Entrepreneurship is the fuel that powers capitalism and
Guidebook Fall 2009
human progress. The internet and everything “online”
offers opportunity like we have not seen since the industrial
revolution. The early lessons and real life advice you gain
from this guidebook can be used to advance your ideas to START HERE
revenue producing business in real time. Everybody wins...
the entrepreneur...and our capitalist system.”
Dave Calhoun, Chairman and CEO, The Nielsen Company
“The Online Business Guidebook provides you with

powerful, practical, and user-friendly guidance on starting
and growing your online business.”
Ian C. “Mac” MacMillan, Wharton School of Business, a
Fortune Small Business/CNN Money Top Professor for
Entrepreneurship and author of “Discovery Driven Growth”
“A must-read for any prospective entrepreneur who is

contemplating starting up an online business venture.” The essential guide
Bernard W. Taylor, Professor of Management Science, Head
to starting your
of Business Information Technology Department, Virginia
Tech, and author of “Introduction to Management Science” online business
www.BusinessGuidebook.org
Index
Third-Party Information
This guide contains links to third-party websites that are not under the control of The A I R
Online Business Guidebook, and The Online Business Guidebook is not responsible Accounting 72 Interactive Voice Register
for the content on any linked site. If you access a third-party website mentioned in Advertising Response 34 Your Business 8
this guide, then you do so at your own risk. The Online Business Guidebook provides Pay-Per-Click 48 Internet Marketing 56 Your Website 10
these links only as a convenience, and the inclusion of the link does not imply that See also Blogvertising Issue Tracking 60 1-800 Number 12
The Online Business Guidebook endorses or accepts any responsibility for the content Affiliate Marketing 50 Resellers 30
on those third-party sites. Further, readers should be aware that web sites listed in this L
B S
work may have changed or disappeared between when this work was written and when Live Chat Online 34
it is read. Use of third-party logos in the listings in this guidebook is for educational Blogvertising 52 Sales Force
purposes only and does necessarily imply endorsement of or by these third-parties, nor M Automation 28
does it necessarily imply affiliation with the third-party. C Sell Your Product 27
Marketing
Shopping Carts 32
Call Center 34 Affiliate 50
Limit of Liability/Disclaimer of Warranty Stock Photos 20
Competitor Analysis 16 Email 44
See also Graphic
The publisher, authors, and contributors make no representations or warranties with Complete Your Internet 56
Design
respect to the accuracy or completeness of the contents of this work and specifically Administration 71 Mail Promotion
Suppliers 30
disclaim all warranties, including without limitation warranties of fitness for a Create Your Logo 14 See also Direct 46
Survey Tools 62
particular purpose. No warranty may be created or extended by sales or promotional Graphic Design Email 44
materials. The advice and strategies contained herein may not be suitable for every D O T
situation. This work is sold with the understanding that the publisher, authors, and
Taxes 72
contributors, are not engaged in rendering legal, accounting, or other professional Develop Your Online Feedback 62
Track Your
services. If professional assistance is required, the services of a competent professional Product 19 Outsourced
Performance 59
Direct Mail 46 Fulfillment 38
should be sought. Neither the publisher, nor the authors or contributors, shall be liable
Distributing Articles 54 Outsourcing 24 W
to any party for direct, indirect, special, incidental, or consequential damages arising
out of the use of this work, or any derivatives thereof, even if the authors have been E P Website
advised of the possibility of such damage. Analytics 66
Email Marketing 44 Pay-Per-Click
Content
Establish Your Advertising 48
Copyright © 2009 by The Online Business Guidebook. All Rights Reserved. Management 22
Business 7 Payment Processing 36
No part of this publication may be reprinted or distributed without prior written Payroll 72 Development 20
permission by the author. All trademarks printed herein are property of their G Product Reviews 64 Monitoring 68
respective owners. Promote Your
Graphic Design 20 See also
Business 41
Web Development
First Edition: Fall 2009 Purchasing
H Prospects 42
The Online Business Guidebook
Hosting
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Customer Forums 64
Blacksburg, VA 24060 Product Reviews 64
1.888.695.9551 Website 10
www.businessguidebook.org
Table of Contents
1 Establish Your Business 7

Registering Your Business. . . . . . . . . . . . . . . . . . . . . . . . . 8
Registering Your Website . . . . . . . . . . . . . . . . . . . . . . . . 10
Register a 1-800 Number . . . . . . . . . . . . . . . . . . . . . . . . 12
Create Your Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Competitor Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
2 Develop Your Product 19

Graphic Design & Web Development. . . . . . . . . . . . . . . . . . . 20
Web Content Management . . . . . . . . . . . . . . . . . . . . . . . 22
Outsourcing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3 Sell Your Product 27

Sales Force Automation. . . . . . . . . . . . . . . . . . . . . . . . . 28
Buyers & Suppliers . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Shopping Carts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Call Center & IVR Support . . . . . . . . . . . . . . . . . . . . . . . . 34
Payment Processing . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Outsourced Fulfillment: . . . . . . . . . . . . . . . . . . . . . . . . . 38
4 Promote Your Business 41

Purchasing Prospects . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Pay-Per-Click Advertising . . . . . . . . . . . . . . . . . . . . . . . . 48
Affiliate Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Blogvertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Distributing Articles . . . . . . . . . . . . . . . . . . . . . . . . . . 54
Internet Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
Table of Contents | 1
5 Track Your Performance 59
Internal Issue Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Online Feedback/Survey Tools. . . . . . . . . . . . . . . . . . . . . . 62
Public Product Reviews . . . . . . . . . . . . . . . . . . . . . . . . . 64
Web Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Automatic Website Monitoring . . . . . . . . . . . . . . . . . . . . . . 68
6 Complete Your Administration 71

Accounting, Taxes, & Payroll . . . . . . . . . . . . . . . . . . . . . . . 72
2 | The Online Business Guidebook

Acknowledgments
Mike Levisay CEO
Chris VanEvery Executive Director
Alan Abrahams Faculty Advisor
Publishing Team
Tirna Singh Megan Wright Jason Finnell James Milholen
Kyle O’Neal Joe Bonfiglio Philip Kempton Kara Nicole Batt
Andrea Lovett
Sales Team
Lauren Taylor Drew Kahle David Starler Sara DiMantova
Mike Knoth Damon Silva Caryn English Kristin English
Carrick Hines
Finance Team
Anthony Wu Chris Perry Richard Hardy Corey Whisker
David Hudzinski Kenneth Black Roger Akins Andrew Barnes
Website Development Team

William Lindner Sean Elble Bharat Khanna John Flores
Greg Seador Cheerag Patel
Marketing Team
Jeff Barry Shannon Jones Drew Ernest Wesley Jackson
Friedrich Vogel Jr. Jeremy Liu Sarah Smith

Contributors
A.J. DiLorenzo Graham Hudgins Nathan Moon J.J. Gregoric
Chris Dixon Constatine Papanas- Alan Ma R.J. Stanley
tasiou
The Online Business Guidebook thanks the following corporate sponsors for their generous
support of this edition
Progress Printing
Deloitte
Special Thanks to: Mark White, Jon Taillon, Jeanie Darlington
Advisory Committee
James Dubinsky Student Engagement Eva Brumberger Print Writing
Carlos Evia Web Writing Truman Capone Visual Design
Gary Kinder Careers and Recruiting Lynn Nystrom Engineering
Kari Adkins Advisory Philip Martin Financial Advice
Jigar Doshi Advisory Bruce Philips Legal Services
Special Thanks
Phill Stevens Layout Design Pat McCarthy Corporate Relations
Sookhan Ho Publicity Tracy McCoy Administration
Ellen Krupar Information Steven D. Smith Advisory
Bernard Taylor Sponsorship
Preparing students for
global business challenges
InnovatIon
The Pamplin College of Business

■ Our undergraduate program is ranked among
the nation’s 50 best business schools.
■ Pamplin students manage more than $8
million of Virginia Tech’s endowment through
investments in stocks and fixed-income
securities.
■ The college sponsors several study-abroad
programs to Africa, Asia, and Europe each year.
For more information about the Pamplin

College of Business, call 540/231-6601 or visit
www.pamplin.vt.edu.
www.pamplin.vt.edu
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Table of Contents | 5
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1 Establish Your Business
Itching to start your new online business? First, you’ll need to register your
business with the federal and state governments, and register your website. To
make it easier for customers to reach you and enhance your business credibil-
ity, you might want to purchase a 1-800 number. Finally, build your brand by
getting yourself a logo that makes your business more unique and noticeable.
1
Establish Your Business

Register your business...............................8
Register your website................................10
Register your 1-800 number......................12
Create your logo.........................................14
7
Registering Your Business: Quicksteps
Follow these easy steps to register your business.
Step 1
Determine which type of legal entity you wish to become - a Sole
Proprietorship, a General Partnership, a Limited Partnership, a Limited
Liability Corporation, a Corporation or an S Corporation. Use information
provided from the vendors below to help determine which is best for your
business.
Step 2
Look to see if the desired name for your legal entity is available and is not
already taken by another corporation.
Step 3
Check quotes from the vendors listed below to determine the best price for
incorporating in legal entity type of your choice in the state of your choosing.
Step 4
Choose the appropriate vendor and then submit the necessary information
about your business to the vendor.
Step 5
Receive the completed documents and submit them to the appropriate offices.
Many of the vendors listed alongside will save you the hassle by submitting
the relevant documents to the appropriate authorities on your behalf.

CAUTION! Want to learn more?
♦♦ Look at state incorporation laws when Search Google using the following search
determining where to incorporate your phrases :
business. Some states have more favor-
able incorporation laws than others;
however, if you do business in states
outside of the state of your incorporation, 1. Register your business
you may have to pay extra fees.
2. Form your LLC
♦♦ Do you have a registered agent for your
business? If you register as a corporation 3. Register business name
or as a Limited Liability Corporation, all
4. Registering a business online
states require your corporation to have a
registered agent. Many of the vendors 5. Incorporating a business
1
which provide services to register as a
business also provide registered agent 6. Registered agent
services.

Registering Your Business: Vendors
Get started with registering your business with the following vendors:
IncFile.com MyNewCompany.com
LegalZoom.com InstaCorp.com
AilCorp.com
Corporate.com om
BizFilings.com ClickAndInc.com
9
Registering Your Website: Quicksteps
Follow these easy steps to register your website.
Step 1
Conduct a WhoIs lookup to determine if the web domain address you wish to
purchase is available. A WhoIs search can be conducted at the vendor websites
below.
Step 2
Register your domain name with one of the vendors listed below.
Step 3
Pay the monthly fee to keep your domain name registered.
Step 4
Pay additional fees if you would like for a vendor to provide additional services
such as an e-mail domain name or web hosting services.
Step 5
Place content on your website by either using tools from the vendor or by us-
ing your own web development tools.

♦♦ Ensure that the name of your business Search Google using the following search
and the name of your web domain are phrases :
consistent.
♦♦ Many of the vendors which provide

domain names additionally provide web 1. Web registration
hosting services. See if you can get the
two together as a package and potentially 2. Domain name comparison
save money.
3. Domain Name Availability
♦♦ Make sure you pick an appropriate
extension for your web domain. 4. Domain Name Lookup
5. Domain Name Affiliates
6. Domain Name Check
1

Registering Your Website: Vendors
Get started with registering your website with the following vendors:
Whois.net steadfast.net
NetworkSolutions.com Verio.com
Register.com 1and1.com
GoDaddy.com americaneagle.com
11
Register a 1-800 Number: Quicksteps
Follow these easy steps to acquire your own 1-800-Number, for your business,
online:
Step 1
Visit one of the sites below, and view their many service options. Most
companies offer a variety of different phone plans.
Step 2
Pick the plan that seems to best fit your needs.
Step 3
Sign up for a free trial if offered. These tend to be the best way to see if a plan is
the right one for your business.
Step 4
Pay whatever monthly or yearly fees apply. Make sure to double check ahead of
time to know what your rates will be.
Step 5
Monitor all your new incoming calls, and reply to them as soon as possible.

♦♦ Shop around, and make sure to compare Search Google using the following search
prices on rates. There are lots of options phrases :
out there.
♦♦ As with all phone plans, read carefully for

hidden fees. 1. 1-800 Numbers
♦♦ If you opt to acquire receptionist services, 2. 1-800 Dialers
check to see where the receptionists are
stationed. Many customers prefer local, 3. Online Phone Service
U.S.-based tech support.
4. Business numbers
♦♦ Always be careful, and monitor your
minute usage, if you get a plan that lacks 5. Receptionists Services
unlimited minutes.
♦♦ Lastly, make sure to purchase these ser-

vices with a business bank account, and
6. Online Business Phone Systems 1
not your personal one.

Register a 1-800 Number: Vendors
Get started with registering your 1-800 number with the following vendors:
Ringcentral.com
VoiceNation.com
Dial800.com
ReceptionHQ.com
Phonepeople.com
Kall8.com
FreedomVoice.com
13
Create Your Logo: Quicksteps
Follow these easy steps to create a customized logo for your company.
Step 1
Choose among the many logo creation providers listed below.
Step 2
Search for the package that looks right for you. This will be based on how
many logo concepts, stationary logo designs, revisions, and other services
requested such as brochures or business cards.
Step 3
Sign-up at their website with your personal and company information.
Step 4
Give input. You will be asked preferences or ideas about the logo concept you
would like created for your company. Logo designers will incorporate your
ideas in a customized solution.
Step 5
Buy the logo! The logo creators will work with you to create your custom
design, but you’ll have to give them the money to do it. Prices can often range
from $100 to over $1,000.

♦♦ Be sure you know exactly what you are Search Google using the following search
getting for the money you are giving. phrases :
♦♦ Create consistency throughout your com-
pany to create a brand (your logo, web
design, promotional material). 1. Logo Design
♦♦ Colors have meaning - be sure you have 2. Custom Logos
colors that instill the correct emotion or
concept. 3. Logo Creation
4. Custom Logo Branding
5. Create Logo Designs
6. Design Your Logo
1

Create Your Logo: Vendors
Get started with creating your logo with the following vendors:
Logoyes.com
Gladhandle.com
Logoworks.com Logobee.com
Logocare.com
Volusion.com
Businesslogo.net Networksolutions.com
15
Competitor Analysis: Quicksteps
Follow these easy steps to automatically track your competitors.
Step 1
Try a demo of one of the products designed to automatically track informa-
tion about your competitors, provided by the vendors listed alongside.
Step 2
Choose the software that best fits the needs of your business from one of the
vendors.
Step 3
Purchase the software and the appropriate amount of licenses needed.
Step 4
Install the software on a computer where information about competitors will
be monitored, or use the software online.
Step 5
Analyze the reports and digital dashboards created by the software to help de-
termine how your brand is performing against the brands of your competitors.

♦♦ The cost per license to use the software Search Google using the following search
may decrease based on the amount of phrases :
licenses you purchase.
♦♦ Ensure that you have enough licenses of

the software to legally cover all employ- 1. Consumer trends
ees who will use the software.
2. Brand marketing solution
3. Media monitoring industry
4. Competitive Intelligence Software
5. Media monitoring and analysis
6. Real time business intelligence
1

Competitor Analysis: Vendors
Get started with competitor analysis with the following vendors:
Google.com/alerts BuzzLogic.com
IslandData.com Umbria.com
AndiamoSystems.com QL2.com
BrandIntel.com RelevantNoise.com
17
2 Develop Your Product
One of the most important steps you must take in the beginning phase of
starting your online business is to develop the product or service you wish to
market and sell. A fair amount of research and planning should be done to
ensure you have a clear vision for your product and reason to believe you can
market it successfully. Once you have decided on the ingredients or materials
needed for your product, a well-made prototype will help you acquire the
resources you will need to grow your business. After you have developed a
basic prototype you can begin focusing on the visuals you feel will establish a
strong online presence for your business and product. This chapter highlights
the many different areas in which portraying a professional image will enhance
the likelihood that consumers will trust your brand. Every visual element
associated with your business must be relevant to the message you wish to
2
send out to others about your company. From customizing your product to
Develop Your Product

designing your website, remaining consistent amongst colors, fonts, styles, and
other visual elements involved leaves an influential impression on potential
customers. As this chapter will discuss, there are various options available
for generating the aesthetics involved with your business. While acquiring
software and learning new tools may be convenient for some, others may
wish to outsource any or all pertinent design work to a professional company.
Deciding exactly what your design needs will be and researching all options
available will allow you to move forward in creating a professional image for
your company.
Graphic Design and Web Development.....20

Web Content Management.......................22
Outsourcing..............................................24

19
Graphic Design & Web Development: Quicksteps
Follow these easy steps for designing a website for your company.
Step 1
Decide what your graphic design needs are, and will be for the near future.
Match the graphic design needs you came up with and the capabilities of
the product tools and packages offered by the companies below. In addition
to outsourcing design work, various software applications can be used to aid
in the design of artwork as needed for your website, printed materials, logo
designs, packaging customization, etc.
Step 2
Determine if your company would like to use original artwork or additional
graphic resources for any part of your website or product design. Purchasing
stock photos to display on your website or throughout product demos can
improve the professionalism of your brand.
Step 3
Understand the difference between royalty-free and rights-managed contracts
when purchasing images.
Step 4
Decide whether you would like create a website by your own means or
through outsourcing the work to another company and select a vendor that
offers customized website design or templates.
Step 5
Describe the job you need done if you choose to have a customized website
created. Through a series of calls and emails, both you and the vendor will be
able to come to an agreement on what it is that needs to be done to help you
kick start your company, or improve upon what you’ve already built.
Step 6
Purchase the service, package, or images that fulfill your website and graphic
design needs.

♦♦ When purchasing a graphic design tool, Search Google using the following search
be sure to check usability. phrases :
♦♦ When dealing with stock photos, licens-
ing agreements may have specifications
about when and how the item can be 1. Graphic Design Tools
used, where you may display the image,
and what projects you may use them for. 2. Stock Photos
All of these factors will vary depending
on whether your image is royalty free or 3. Royalty Free Images
rights managed.
4. Rights Managed Images
♦♦ Free web template providers typically
offer limited or no support for their 5. Website Templates
products. Be sure to read the terms of use
6. Web Design Services
before using a template.
Graphic Design & Web Development: Vendors

Get started with your graphic design with the following vendors:
2

Graphic Design and Stock Photos: Custom Web Development:
Quark.com
Sendtec.com
Inkscape.com
Acadaca.com
JupiterImages.com
Usi.com
Gettyimages.com
21
Web Content Management: Quicksteps
Content management systems help you easily manage the content on your
website, without requiring you to have any computer programming skills. Fol-
low these easy steps to easily manage the content of your website.
Step 1
Determine which type of web content management system you need: offline,
online, or hybrid.
Step 2
Decide whether you will use a free (open-source) content management sys-
tem, or pay for a commercial one.
Step 3
Register with your content management system provider.
Step 4
Download the CMS from the vendor’s website, install it, and get started!

♦♦ As with anything in life, you get what Search Google using the following search
you pay for. If you use a free CMS, you phrases :
will not have as much support if you run
into issues. However, the CMS open-
source community is thriving, and many
of the providers offer excellent support. 1. Web CMS
♦♦ Be sure to carefully read the licensing 2. Content management system
agreements for each CMS, as each varies
from the rest. 3. CMS web tools
4. Open source web CMS
5. Web 2.0 CMS
6. Web hosting CMS
Web Content Management: Vendors

Get started with your graphic design with the following vendors:
2

Mamboserver.com
Joomla.org
Plone.org Zope.org
Radiantcms.org Drupal.org
23
Outsourcing: Quicksteps
Follow these easy steps to outsource the work for your website.
Step 1
Register one of the sites listed on the next page and then look for their Em-
ployer Section.
Step 2
Search the site for possible freelancers that meet your needs, or…
Step 3
Post a project or job description. Many sites offer the option to list your spe-
cific needs via their webpage for freelancers registered with their site.
Step 4
Request a quote. It may take a little while for the individuals you request a
price quote from to get back to you, but it shouldn’t take too long.
Step 5
Pay the freelancer via whatever site you have contracted him or her through.

♦♦ Make sure to read the terms of service Search Google using the following search
carefully for unexplained fees. phrases :
♦♦ There is never a 100% guarantee that
the people you contact through a vendor
will do the job you ask. Always check the 1. Outsourcing
references or credentials freelancers post.
2. Freelancer
♦♦ Each freelancer sets his own price as
well as the comission of the host site, so 3. Contract worker
double check rate information..
4. Graphic Designer
♦♦ Look for sites that offer free service
for employers and Safe Pay options to 5. Programmer
ensure that transactions are completed as
securely as possible.
Outsourcing: Vendors
Get started with your outsourcing with the following vendors:
2

RentACoder.com
Guru.com
E-lance.com GetAFreelancer.com
25
www.vdba.virginia.gov
Click on our website to access other services we offer:
Business Sales Growth Seminars and Entrepreneur Express Workshops
One-on-One Technical Assistance
The Virginia Business Information Center
Virginia Jobs Investment Program
Virginia Small Business Financing Authority

3 Sell Your Product
The following section contains valuable information to help your business sell
your product. An appealing website and a safe and secure online payment
processing system have come to be standard requirements for today’s online
consumer. In this chapter, a variety of methods to help you sell your product
are discussed in detail, from adding a shopping cart component to your
website, to outsourcing your entire businesses order fulfillment needs. Many
of the methods discussed are very simple to implement for any small business,
and will surely enhance the online shopping experience of your potential
buyers. In addition, the easier and more cost efficient it is to sell your product,
the more resources you can use to invest in other areas and aspects of your
business. Continue reading to discover what your business can do to make
selling your product that much easier, and effective.
Sales Force Automation............................28 3
Sell Your Product

Finding Buyers and Resellers....................30
Shopping Carts.........................................32
Call Center and IVR Service.......................34
Payment Processing.................................36
Outsourced Fulfillment............................38
27
Sales Force Automation: Quicksteps
Follow these easy steps to integrate a sales force automation system into your
business.
Step 1
Decide if your company is in need of software that will automatically record
every stage of your online sale process. Implementing an SFA system into
your business can aid in tasks such as inventory control, sales processing, order
tracking, and customer management.
Step 2
Research the type of SFA system you wish to purchase. Various companies of-
fer pre-made packages while others offer customizable solutions that allow you
to select specific tools you would like to include in your software.
Step 3
Select an SFA software vendor from the list alongside.
Step 4
Integrate your SFA system with any existing Customer Relationship Man-
agement system you may have and provide an online method for consumers to
place orders with you.
Step 5
Use the data recorded from all sales made to forecast future sales, create
reports, and analyze the productivity of any sales representatives that may be a
part of the ordering process.
Step 6
React to the information you have gathered. According to the data you ana-
lyze, this may include developing or eliminating new products, adjusting parts
of the sales process, and many other possible measures for improvement.

♦♦ When choosing a sales force automation Search Google using the following search
solution, take into account the training phrases :
that will be needed for your sales staff to
operate the software. Some vendors may
offer training programs in addition to
their solutions. 1. Sales Force Automation
♦♦ Be sure that the sales automation soft- 2. Marketing Automation
ware you purchase for your business will
be compatible with your company’s exist- 3. CRM Automation
ing software and operating system.
4. SFA Software
5. SOA
6. SaaS
Sales Force Automation: Vendors

Get started with sales force automation with the following vendors:
Gladhandle.com Salesforce.com Sell Your Product
Netsuite.com Soffront.com
Consona.com Sugarcrm.com
29
Buyers & Suppliers: Quicksteps
Follow these easy steps to find buyers and ingredient suppliers for your com-
pany.
Step 1
Register with one of the Wholesaler Listing networks displayed below. If
you are a supplier, listing your company and product information is a great
way to promote your product or service to potential buyers. If you are a buyer,
browsing these networks for suppliers of a particular product can ensure your
business finds the right supplier at the right price.
Step 2
Pay the monthly, yearly, or one-time fee required by the organization to open
up an account for your business. An account will grant you access to impor-
tant supplier information, such as product availability and pricing, in addition
to various terms and conditions for each supplier listed.
Step 3
Browse through the hundreds of suppliers listed on the network to find the
specific ingredients your business needs. Be sure to be thorough in your re-
search as there can be many suppliers selling the same products or services.
Step 4
Contact potential suppliers through the Wholesaler Listing network to setup
and negotiate a new business relationship.

♦♦ Look for wholesaler networks with the Search Google using the following search
right subscription plan for your business. phrases :
Most offer a monthly, yearly, or a one-
time fee.
♦♦ Be sure to thoroughly research what 1. Wholesale listings

types of products the wholesaler network
has listed. Know what types of suppliers 2. Finding suppliers
are available before subscribing and pay-
ing the fees. 3. Manufacturing supplies
♦♦ While the wholesaler network will 4. Global trade
provide information about the companies
listed, a direct phone call to the company 5. Supply wholesalers
can be very helpful to learn more about
each supplier before beginning negotia-
tions.
Buyers & Suppliers: Vendors

Get started with finding buyers and ingredient suppliers with the following
vendors:
3
Alibaba.com Thomasnet.com Sell Your Product
Globalsources.com Tradekey.com
Buyerzone.com
Wholesalecentral.com
31
Shopping Carts: Quicksteps
Follow these easy steps to include a shopping cart on your website.
Step 1
Sign up for one of the commercial shopping carts listed on the following page.
Step 2
Pay for any initial set up fees and be aware of any additional monthly fees.
Step 3
Follow the online shopping cart’s directions and install their software on your
website server. The shopping cart system will allow you to easily add products
to your online product catalogue, by uploading product pictures, and filling in
product details and pricing.
Step 4
Accept online payments from your customer. Be aware that some shopping
carts may charge you a percentage of the total sale.
Step 5
Monitor your sales using the shopping cart software, to see which products
are your best sellers, which customers are your most valuable, and which pro-
motions are your most successful.

♦♦ Commercial shopping carts often include Search Google using the following search
technical support. Be sure to pick one phrases :
that has free technical support.
♦♦ Choose a shopping cart that will fit

your needs and is secure. Sometimes the 1. Commercial Shopping Carts
cheapest one isn’t always the best one!
2. Best Online Shopping Carts
♦♦ Be wary of hidden fees; some shopping
carts have low monthly fees, but charge a 3. Online Shopping Carts
higher percentage on each sale.
4. Online Shopping Cart Software
5. Internet Shopping Carts
6. Web Shopping Carts
Shopping Carts: Vendors

Get started with shopping carts with the following vendors:
Sell Your Product

X-cart.com Productcart.com
1shoppingcart.com
goEcart.com
3dcart.com
Cubecart.com
cart32.com
33
Call Center & IVR Support: Quicksteps
Follow these easy steps to manage effective communication with customers.
Step 1
Sign up with one of the Live Chat vendors listed alongside. Providing this
communication service allows you to interact with customers through your
website to aid them in any questions or concerns they may have while brows-
ing your site.
Step 2
Pay any applicable usage fees which may vary based on service type and scope.
Some features you may wish to include in the package you purchase are the
ability to keep transcripts of previous chats, visitor tracking solutions, and tools
to better manage and react to this data.
Step 3
Implement the Live Chat component into your website and create the option
for site visitors to contact an agent.
Step 4
Provide an efficient method of communicating with customers by phone.
Using Interactive Voice Response technology handles large call volumes and
allows callers to interact with an automated system over the phone. Common
uses of an IVR include electronic voice mail systems and an automated at-
tendant that may direct the caller to their desired destination through a series
of menu options.
Step 5
Decide if you would like to outsource all or some of your customer service
interactions to an external company specializing in call center solutions.
Step 6
Sign up with one of the call centers listed alongside based on which vendor
offers services that best support your companies’ objectives. Provide the vendor
with everything they must know to assist customers appropriately and give
your company a good reputation.
Step 7
Integrate your IVR system as the front-end to the call center. Processing and
clerical times will be greatly reduced as information can be taken over the
phone and calls can be directed appropriately from the beginning.

♦♦ Many live chat services may be imple- Search Google using the following search
mented via applets or Java programs that phrases :
may require your customers to download
plug-ins. If you feel this may upset or
discourage your customers, look for a
strictly HTML based chat platform. 1. Online customer service software
♦♦ When outsourcing call solutions, sign 2. Chat support software
a confidentiality agreement, as this will
help keep your business competitive and 3. Hosted Interactive Voice Response
prevent the call center from using tech-
4. Online tech support chat
niques learned from your business and
applying it to your competitors. 5. Interactive voice response software
6. Call center solutions
Call Center & IVR Support: Vendors

Get started with communicating with customers using the following vendors:
Live Chat and Call Center: Interactive Voice Response:

3
Instantservice.com Voxeo.com Sell Your Product
Livefluence.com
Angel.com
24-7intouch.com
att.com
35
Payment Processing: Quicksteps
Follow these easy steps to accept credit card payments online.
Step 1
Sign up with one of the credit card payment processing vendors listed along-
side.
Step 2
Pay the monthly fee, if applicable, charged by the payment processing vendor
(typically around $20 per month).
Step 3
Insert the program code provided by the payment processing vendor into your
company’s order acceptance web-page. This code will typically be emailed to
you, along with instructions, but you may require assistance from a program-
mer if the integration with your website is complex.
Step 4
Accept online purchases from your customers. The vendor will typically charge
you a small per transaction fee, and forward the remaining cash to your ac-
count.

♦♦ Look for a vendor with no monthly, Search Google using the following search
setup, or gateway fees. phrases :
♦♦ Pay attention to the various online
payment methods companies may offer.
Some may only accept credit cards, while 1. Payment processing
others may allow for electronic check
payments and recurring billing as well. 2. Credit card processing
♦♦ You are responsible for charge-backs: 3. Authorize credit cards
these occur when one of your customers
fails to pay their credit card bill after you 4. Credit card authorization
have shipped the order to the customer.
Some payment processing vendors pro- 5. Accept payments
vide additional software, typically at extra
6. Online payments
cost, to help you detect problem custom-
ers before expensive charge-backs occur.
Payment Processing: Vendors

Get started with payment processing with the following vendors:
Sell Your Product

Google.com/checkout Authorize.net
Paypal.com
achdirect.com
37
Outsourced Fulfillment: Quicksteps
Follow these easy steps to outsource your company’s order fulfillment services.
Step 1
Search for one of the vendors providing order fulfillment services listed along-
side.
Step 2
Decide what product or solution best fits your company’s needs. Outsourced
fulfillment vendors provide a variety of services such as various order fulfill-
ment tasks, packaging and shipping, as well as real-time inventory updates.
Step 3
Contact the company by filling out an online contact or request form or by
calling their telephone number to request a quote for the product or service
desired.
Step 4
Wait to be contacted by the company. The fulfillment vendor will notify you
of pricing as well as a detailed description of the type of services that can be
provided for your business.

♦♦ Make sure the company provides services Search Google using the following search
in your area. phrases :
♦♦ Some of these companies also provide
software solutions to help with your
order fulfillment needs, in addition to 1. Warehouse Management Services
offering these services themselves.
2. Warehouse Management Services
♦♦ While these services can prove to be
somewhat costly, outsourcing your 3. Value Added services
company’s fulfillment services can free
up valuable time for your business and 4. Transportation services
employees.
5. Outsource Order Fulfillment
6. Warehouse Value Added Services
Outsourced Fulfillment: Vendors

Get started with outsourced fulfillment with the following vendors:
Webgistix.com Pssdistribution.com Sell Your Product
Newyorkwarehousing.net
CDS-Global.com Kewill.com
39
Less job. More print.
The fastest, easiest way to print beautiful catalogs and publications!
CALL TODAY | 800-572-7804
www.progressprinting.net

4 Promote Your Business
So you have a great product or service, but no one is lining up to purchase

them. Your problem may not be your product, but rather your lack of
promotion. People need to be aware of your products and services before they
can purchase them. This chapter is dedicated to helping you promote your
business to draw in your targeted market.
Purchasing Prospects................................42
E-mail Marketing......................................44
Direct Mail................................................46
Pay-Per-Click Advertising..........................48
Affiliate Marketing....................................50
4
Promote Your Business
Blogvertising............................................52
Distributing Articles..................................54
Internet Marketing Companies.................56
41
Purchasing Prospects: Quicksteps
Prospects (also known as “sales leads”) are people or customers that are likely
to purchase from you. You can easily create or purchase a list of good pros-
pects. Follow these easy steps to find clients specific to your target market.
Step 1
Choose a specific genre of people that you want to target and include your
own potential client lists.
Step 2
Filter the client list by specifying attributes of the target market. (Examples:
age, geography, income, etc.)
Step 3
Purchase the list online from one of the vendors listed alongside once you
have customized it.
Step 4
Receive the generated list of clients based on the attributes you specified.

♦♦ Verify that a vendor’s online credit card Search Google using the following search
system is secure in order to make sure phrases :
that they don’t share your personal infor-
mation with someone else.
♦♦ Verify the legitimacy of the vendor’s 1. Targeted mailing lists

privacy statements to ensure that your
client’s personal information will not be 2. Telemarketing lists
reviewed, shared, distributed or refer-
enced unless there is an agreement with 3. Direct Mail List
that specific vendor.
4. Email Marketing List
♦♦ Abide by laws (such as the Telemarketing
and Consumer Fraud Prevention Act and 5. Database marketing Mailing lists
the CAN-SPAM act) regarding contact-
6. Email Mailing Lists
ing consumers and businesses via phone
and e-mail.
Purchasing Prospects: Vendors

Get started with purchasing prospects with the following vendors:
4
Mgilists.com WorldData.com Promote Your Business
TLCLists.com
WalterKarl.com
pinpoint-tech.com ConsumerBase.com
43
Email Marketing: Quicksteps
Follow these easy steps to build, target, send and track email marketing news-
letters, online surveys and direct mail postcards.
Step 1
Construct a promotion to send out to potential and current clients.
Step 2
Compile a list of emails for potential and current clients that you wish to
target with your promotion.
Step 3
Send out the promotion to the list of emails gathered.
Step 4
Track the results of the promotion being sent.
Step 5
Analyze the results of the promotion and make decisions to improve the suc-
cess for the next promotion.
Step 6
Manage and update your list of potential and current clients for future promo-
tions.

♦♦ Check the validity of the vendor’s Search Google using the following search
security policies in order to store your phrases :
client’s personal information in a secure
environment.
♦♦ Check the validity of the vendor’s 1. Email marketing

privacy statements to ensure your client’s
personal information is not illegally 2. Email advertising
distributed.
3. Opt-in marketing
♦♦ Check the validity of your client’s infor-
mation to guarantee your promotions will 4. Permission marketing
reach the maximum amount of potential
clients possible. 5. Email campaign
Email Marketing: Vendors

Get started with email marketing with the following vendors:
Gladhandle.com
4
Constantcontact.com
VerticalResponse.com Bronto.com
StrongMail.com Lyris.com
Responsys.com Topica.com
45
Direct Mail: Quicksteps
A direct mailing piece is a printed promotional item that you send via postal
mail to a list of prospective clients. Follow these easy steps to create and dis-
tribute your direct mailing piece to your target market.
Step 1
Choose a direct mailing piece that you want to send out in order to advertise
your company and products etc. (Examples: Brochure, Business Cards, Calen-
dars, and Flyers etc.)
Step 2
Design your direct mailing piece by EITHER choosing a customized design
from on the site OR uploading a file from your own computer.
Step 3
Review your design to make sure everything is correct.
Step 4
Create your mailing list by EITHER uploading your own contact list or pur-
chasing a targeted mailing list.
Step 5
Purchase the targeted mailing list online if you choose that option.
Step 6
Choose which of the 3 mailing options you want the company to complete for
you:
Print, Address and Mail
Print and Address
Print only
Step 7
Pay for your direct mailing piece and mailing option chosen.
Step 8
Mail the direct mailing piece out to customers.

♦♦ Look for a vendor with personalized Search Google using the following search
login accounts so you have a unique, phrases :
tailored account for your product.
♦♦ Look for vendors with a full refund

guarantee and reprinting if your order is 1. Direct mail
not to your specifications.
2. List marketing
♦♦ Test your direct mail campaign by mail-
ing a small sample to yourself and a few 3. Direct marketing
clients before running a large, expensive
campaign. 4. Database marketing
5. Postcard marketing
6. Printing services
7. Mailing services
Direct Mail: Vendors

Get started with direct mail with the following vendors:
Gladhandle.com Fmidm.com
4
USPS.com Harte-hanks.com
expresscopy.com RoyalMail.com
PsPrint.com MailSouth.com
47
Pay Per Click Advertising: Quicksteps
Follow these easy steps to implement pay-per-click marketing.
Step 1
Research Pay-Per-Click companies and choose one that suits your business.
Step 2
Decide how much you are willing to pay per click.
Step 3
Choose which key words you want your ad’s associated with, if the company
you chose allows this.
Step 4
Pay the company you choose with the payment amount and type they require.
Step 5
Track your conversation rate for each ad and how successful each keyword is.

♦♦ Obvious keywords are not always the Search Google using the following search
best keywords to use. phrases :
♦♦ Start slow, move forward once you are
able to confirm which ads and keywords
are the best. 1. Pay per click advertising
♦♦ Always check the company’s statistics to 2. Pay per click management
see how many people you will reach and
if applicable what types of people you 3. Pay per click tools
can reach.
4. Pay per click tracking
5. Pay per click rates
6. Pay per click setup
Pay Per Click Advertising: Vendors

Get started with pay per click advertising with the following vendors:
adwords.google.com eZanga.com 4
Clicksor.com
searchmarketing.yahoo.com
Miva.com SearchGalore.com
Findology.com Mirago.com
49
Affiliate Marketing: Quicksteps
Follow these easy steps to increase traffic to your site through affiliate
marketing.
Step 1
Select an appropriate affiliate marketing vendor.
Step 2
Display information about your affiliate program on your site.
Step 3
Provide affiliates with a special link to your site that they can display on their
websites.
Step 4
Observe the increase in traffic to your site after the affiliate displays your link
on their site.
Step 5
Reward affiliates with compensation. This can either be per sale, per click, or
per lead.

♦♦ Be aware that commissions can be costly. Search Google using the following search
Try to offer an attractive, yet reasonable phrases :
program to your affiliates.
♦♦ Know who your affiliates are! Sometimes

affiliates may present false advertising 1. Performance Marketing
about your site in order to gain commis-
sion. This could result in an increase in 2. Pay-per-action Advertising
complaints to your business, as well as a
loss in revenue from potential customers. 3. Affiliate Networks
♦♦ Be sure your program clearly states that 4. Affiliate Management Companies
the use of spam is prohibited. Many
customers complain that affiliates abuse 5. Affiliate Shop
spamming to try to generate traffic to
6. Pay-per-click Programs
your site. This practice usually results in
very negative reviews.
Affiliate Marketing: Vendors

Get started with affiliate marketing with the following vendors:
Azoogleads.com
4
cj.com Promote Your Business
AffiliateTraction.com
LinkShare.com
AffiliateShop.com
clickxchange.com
AffiliateZone.com DirectTrack.com
51
Blogvertising: Quicksteps
Follow these easy steps to advertise through online blogs.
Step 1
Create an account on a Blogging site mentioned on the preceding page.
Step 2
Write articles about your product.
Step 3
Upload articles to the blogging site and promote your articles.
Step 4
Search the site to find articles of competitors.

♦♦ Be careful of responses you receive Search Google using the following search
from articles posted on these websites. phrases :
This information is open to anyone and
everyone.
1. A-listers
2. Blog consultants
3. Blog marketing
4. Moblogging
5. Faux blogs
6. Retailer blogs
Blogvertising: Vendors
Get started with blogvertising with the following vendors:
4
Blogpulse.com Digg.com
Technorati.com Blogsearch.google.com
53
Distributing Articles: Quicksteps
Follow these easy steps to draw publicity and bring traffic to your site by post-
ing articles about your product or service on electronic article databases for
free.
Step 1
Register with one of the electronic article databases with just your contact
information, or log-in if already a member.
Step 2
Click ‘Submit Article’ which will bring you to a page asking certain informa-
tion about your article such as category, summary, keywords, etc.
Step 3
Post your article by clicking submit or upload.
Step 4
Check back to ensure your article successfully passed staff inspection and is a
posted article under the correct category.

♦♦ Be sure to follow Guideline – they usu- Search Google using the following search
ally only allow submission of articles with phrases :
content, not just straight advertisements.
♦♦ Don’t post the first half on your website –

Google downgrades sites with duplicate 1. Article Submission
content.
2. Free Articles
3. Article Database
Distributing Articles: Vendors

Get started with distributing articles with the following vendors:
4
ArticleBiz.com Promote Your Business
EzineArticles.com
ArticlesFactory.com
Articlecity.com
Articlesbase.com
FreeArticles.com
55
Internet Marketing: Quicksteps
Follow these easy steps to promote your company with online marketing:
Step 1
Contact an online marketing agency to see what services they provide.
Step 2
Choose the type of internet marketing service you wish to use.
Step 3
Pay the company you choose with the payment amount and type they require.
Step 4
Implement the service into your companies marketing section or track the
advertisements you are provided with to see how well the marketing does.

♦♦ Make sure the company you choose can Search Google using the following search
be trusted and is not a phrases :
small startup company by unknown
people.
♦♦ Try to find a company with statistics 1. Online Marketing

backing up how many people you will
reach with their marketing. 2. Search Engine Optimization
♦♦ Ask for a prototype of the ads that will 3. Social
be used to promote your company.
4. Emarketing
5. Paid Search
6. Media Marketing
Internet Marketing: Vendors

Get started with internet marketing with the following vendors:
oneupweb.com Sitebrand.com
4
VantageMedia.com DigitalGrit.com
Virante.com icrossing.com
PageZero.com ResponseMine.com
57
www.virginiasbdc.org
For aspiring entrepreneurs, emerging companies, or established firms, the
Virginia Small Business Development Centers is where business comes to
talk business. There are local centers throughout Virginia to help businesses
in their own communities.
Counseling, training, and information resources are the hallmarks of

the SBDC program. Most services are free and all SBDC services are
confidential.
Business owners can get assistance in a variety of areas including:

• accounting
• business planning
• cash flow management
• financing sources
• government procurement
• licensing and regulation information
• marketing
• SBA programs
• start-up procedures
Business owners and managers can count on professional guidance,

experienced insight, and practical solutions from Virginia SBDC business
counselors.
The Virginia SBDC Network is a partnership between the U.S. Small Business
Administration, George Mason University—Mason Enterprise Center at the
school of Public Policy, and local premier institutions. The Virginia SBDC is
partially funded by the U.S. Small Business Administration. SBA’s funding
is not an endorsement of any products, opinions, or services. SBA funded
programs are extended to the public on a nondiscriminatory basis.

5 Track Your Performance
Once you have your online business up and running it may seem like you’re
on top of the virtual world. But, it’s important not to feel settled now that the
hard part is over. The issue of tracking your online performance is a key issue
that can either help or hurt your business in the long term. The internet is a
constantly evolving entity and flows according to consumer direction. This is
why it is crucial to consistently monitor not only the traffic for your website
but the financial data as well. Those businesses that track important consumer
data and how their own processes run are in the best position to spot any
weaknesses or irregularities that need addressing-information is key. The
good news is that there is a myriad of tools available to help you manage your
burgeoning online business.
Internal Issue Tracking................................60

Online Feedback and Survey Tools..............62
Public Product Reviews..............................64
Web Analytics............................................66
5
Track Your Performance
Automatic Website Monitoring..................68
59
Internal Issue Tracking: Quicksteps
Follow these easy steps to track issues with software.
Step 1
Identify the problem(s) you are trying to track.
Step 2
Research available options for tracking problems.
Step 3
Compare vendors prices, solutions, and support.
Step 4
Contact the vendors to discuss the terms of purchase and service.
Step 5
Purchase product if it meets your criteria.

♦♦ Be cautious of hidden fees. Search Google using the following search
♦♦ Compare prices of competitors. phrases :
♦♦ Open source solutions may be free but
usually lack software support.
1. Process Tracking
2. Bug Tracking
3. Issue Tracking
4. Problem Tracking Software
5. Software Bug Tracking
6. Open-Source Issue Tracking Soft-
ware
Internal Issue Tracking: Vendors

Get started with internal issue tracking with the following vendors:
Bugzilla.org Kayako.com
5
trac.edgewall.org Basecamphq.com
Mantisbt.org Fogbugz.com
osTicket.com Cerberusweb.com
61
Online Feedback/Survey Tools: Quicksteps
Follow these easy steps to create professional online surveys quickly and easily.
Step 1
Create your survey using your chosen vendor.
Step 2
Select from many different types of questions, such as multiple choice, rating
scales, drop-down menus, and more.
Step 3
Customize your survey by changing the color, size, and style of any element in
your survey.
Step 4
Collect your responses. You will have the option to stop collection automati-
cally when you reach a date or response count that you specify.
Step 5
View your results as they are collected in real-time. Use filtering options to
display the responses you’re most interested in.

♦♦ For each question in your survey, make Search Google using the following search
sure it addresses the content you are phrases :
looking for and avoid “loaded” questions,
or questions that are obviously biased.
♦♦ Be sure that the respondent will have 1. Survey design tools

enough information to answer each
question, and that the question is specific 2. Online survey software
enough.
3. Survey form software
♦♦ Think about whether the respondent will
have any difficulty answering the ques- 4. Online research solutions
tion truthfully. If there is some reason
why they may not, rephrase the question. 5. Survey creation tools
6. Online survey wizard
Online Feedback/Survey Tools: Vendors

Get started with online feedback with the following vendors:
Surveymonkey.com Zoomerang.com
5
Vovici.com
Keysurvey.com
Articulate.com Foreseeresults.com
E-rewards.com Kampyle.com
63
Public Product Reviews: Quicksteps
Follow these easy steps to obtain feedback on your business and analyze com-
petitors.
Step 1
Direct your browser to one of the product reviewing websites listed alongside.
These websites allow consumers to compare similar items for sale across differ-
ent vendors while voicing their own opinion. Depending on the chosen web-
site offering user reviews, public ratings can be given and viewed for specific
products, companies, services, locations, and much more.
Step 2
Browse user reviews for a general understanding of consumer opinions on
different businesses or brands. Take note of aggregate ratings of all relevant
competitors offering similar products.
Step 3
Determine which vendor offers the most compatible review solutions for
your company and product before making a purchase. Merchants offering
this service may charge one initial integration fee as well as month-to-month
subscription fees.
Step 4
Specify the criteria with which you would like users to evaluate products
featured on your website and design the rating features to match the look and
feel of your website.
Step 5
Obtain further consumer opinions by hosting a costumer forum on your
website.
Step 6
Download a customer forum software package from the vendors provided and
pay any license fees applicable.
Step 7
Install the software provided, and follow the instructions given by the com-
pany to customize settings, security, and appearance. Continue to encourage
customers to sign-up and create new threads and discussions.

♦♦ Forums are a great way for customers to Search Google using the following search
communicate, but they are also a prime phrases :
target for web-crawlers and spammers.
To prevent spamming, IT administrators
need to configure the security features of
the forums including membership sign- 1. Product Reviews and Reports
up, and posting.
2. Satisfaction Ratings
♦♦ When allowing users to post on your
website, you may wish to restrict features 3. Compare Store Prices
to members who have a record of
4. Rating Websites
purchasing the product in question from
your website. Installing a verification 5. Product Ratings
system along with your review features
ensures that accurate and reliable feed- 6. Internet Forums
back is coming to you.
Public Product Reviews: Vendors

Get started with product reviews with the following vendors:
Viewing Product Reviews: Hosting Product Reviews and Cus-

tomer Forums:
Epinions.com
ReeVoo.com 5
Yelp.com
PowerReviews.com
Ratings.net
GetVanilla.com
phpbb.com
65
Web Analytics: Quicksteps
Web analytics software helps you determine who is coming to your site, where
they came from, and what they visit on your site. Follow these easy steps to
successfully deploy analytics software.
Step 1
Determine your budget for implementing analytics software. Many companies
offer free services at the expense of less statistical information and customiza-
tion.
Step 2
Review samples and demo’s of the analytics software. Review the type of
information that will be reported to ensure you will be getting the necessary
graphs and statistical information to improve traffic to your website. Be certain
that the services you are paying for contain the reports and models you are
expecting.
Step 3
Insert the necessary code to your website that will enable the analytics soft-
ware to begin processing traffic and trends.
Step 4
Analyze the information provided by the web analytics software. Review what
each statistical feature reports and how it reports to accurately interpret the
information.

♦♦ Be certain that the code inserted into Search Google using the following search
your website is accurately analyzing phrases :
information from all your web pages.
♦♦ Understand and research what the analy-

sis means. Ask or read the documenta- 1. Web analytics
tion provided by the website. Inaccurately
interpreting the information provided by 2. Website analysis
the software can lead to false decisions
that could negatively affect your business. 3. Web statistics
4. Website tracking
Web Analytics: Vendors

Get started with web analytics with the following vendors:
Unica.com
Omniture.com
5
Visistat.com Livefluence.com
WebTrends.com
ClickTracks.com
tealeaf.com OneStat.com
67
Automatic Website Monitoring: Quicksteps
Automatic website monitoring helps you determine when your site is down
or slow and act quickly to avoid losing customers to competitors. Follow these
easy steps to get started with automatic website monitoring.
Step 1
Understand what services you will require on your website.
Step 2
Research potential vendors. Many vendors offer free limited services.
Step 3
Pick the solution that is right for you.

♦♦ Don’t buy extra features that you don’t Search Google using the following search
require. phrases :
♦♦ Find the solution that meets your budget.
♦♦ A malfunctioning website can turn off

1. Web Monitoring
potential customers from your products
and services. 2. Web Service Monitoring
3. Web page statistics
4. Web server stats
5. DNS server monitoring
6. Uptime monitoring
Automatic Website Monitoring: Vendors

Get started with automatic website monitoring with the following vendors:
AlertSite.com
uptrends.com
5
keynote.com YouMonitor.com
SecurityMetrics.com
DejaClick.com
Webmetrics.com
siteuptime.com
69
6 Complete Your
Administration
Once you have finished the previous steps, the final stage in developing your
online business is to complete your administration. This includes finding easy
to use accounting software to keep track of all your money. Furthermore,
you must take care of your taxes. If you have any employees, you must also
figure out a payroll system that is best for your company. Once these steps are
accomplished, you are ready to launch your new, successful online business!
Accounting, Taxes, and Payroll...................72

6
Complete Your Administration
71
Accounting, Taxes, & Payroll: Quicksteps
Follow these easy steps to complete the administrative functions of your com-
pany.
Step 1
Choose accounting software the suits the needs of your company, and install
the software on your computer(s). Many accounting software packages help
you track sales and expenses, and collect data on customers, vendors, and em-
ployees in an organized fashion.
Step 2
Apply for your Employee Identification Number (EIN). The IRS requires
employers to have an EIN so the government can identify the business and
track its federal payroll taxes.
Step 3
Choose a payroll method. The two most common methods are using software
to do payroll yourself or outsourcing payroll to a third-party service.
Step 4
File a W-4 form and an I-9 form for each employee. The W-4 form will tell
you how many allowances the employee is claiming and is necessary in estab-
lishing how much federal income tax to withhold from that employee. The I-9
form will verify your employee’s eligibility to work in the United States.
Step 5
Calculate your Federal and State taxes.

♦♦ Beware of hackers! Make sure your Search Google using the following search
vendor makes security one of their most phrases :
important priorities.
♦♦ For each employee, the employer must

also pay a percentage to Social Security, 1. Payroll tax forms
Medicare, workers’ compensation insur-
ance, and other payroll taxes. 2. Payroll reports
♦♦ In most cases, you won’t have to send 3. Tax Programs
W-4 and I-9 forms to the IRS unless it
is specifically requested that you do so. 4. Accounting Software
However, you must have a W-4 on file
for each employee until 4 years after the 5. Bookkeeping Software
employee has left the business. You must
6. Filing taxes
also keep the I-9 form on file for 3 years
after the employee’s hire date.
Accounting, Taxes, & Payroll: Vendors

Get started with accounting, taxes, and payroll with the following vendors:
Intacct.com
Quickbooks.com
Blinksale.com TurboTax.com
6
Complete Your Administration
CheckPoint.com
freefile.com
paychex.com PayCycle.com
73
Business starts, stops and grows here.
Whether you’re launching a new venture, negotiating with investors,

entering into employment agreements or even buying or selling a business,
look to LeClairRyan. As a legal practice initially formed as a venture capital

boutique, we have significant experience and long-standing ties to the
venture capital and business communities to help you find the right
solution. Our attorneys understand the business of business and are ready
to assist you. For more information, call Jeff Mitchell at 540.961.2600.
w w w. L E C L A I R R y A N . C O M
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N E w yO R k \ P E N N s y LVA N I A \ V I R g I N I A \ wA s h I N gT O N , D . C .

LCR0295_OnlineBizGuideAd.indd 1 5/29/09 5:57:23 PM
Index
Third-Party Information
This guide contains links to third-party websites that are not under the control of The A I R
Online Business Guidebook, and The Online Business Guidebook is not responsible Accounting 72 Interactive Voice Register
for the content on any linked site. If you access a third-party website mentioned in Advertising Response 34 Your Business 8
this guide, then you do so at your own risk. The Online Business Guidebook provides Pay-Per-Click 48 Internet Marketing 56 Your Website 10
these links only as a convenience, and the inclusion of the link does not imply that See also Blogvertising Issue Tracking 60 1-800 Number 12
The Online Business Guidebook endorses or accepts any responsibility for the content Affiliate Marketing 50 Resellers 30
on those third-party sites. Further, readers should be aware that web sites listed in this L
B S
work may have changed or disappeared between when this work was written and when Live Chat Online 34
it is read. Use of third-party logos in the listings in this guidebook is for educational Blogvertising 52 Sales Force
purposes only and does necessarily imply endorsement of or by these third-parties, nor M Automation 28
does it necessarily imply affiliation with the third-party. C Sell Your Product 27
Marketing
Shopping Carts 32
Call Center 34 Affiliate 50
Limit of Liability/Disclaimer of Warranty Stock Photos 20
Competitor Analysis 16 Email 44
See also Graphic
The publisher, authors, and contributors make no representations or warranties with Complete Your Internet 56
Design
respect to the accuracy or completeness of the contents of this work and specifically Administration 71 Mail Promotion
Suppliers 30
disclaim all warranties, including without limitation warranties of fitness for a Create Your Logo 14 See also Direct 46
Survey Tools 62
particular purpose. No warranty may be created or extended by sales or promotional Graphic Design Email 44
materials. The advice and strategies contained herein may not be suitable for every D O T
situation. This work is sold with the understanding that the publisher, authors, and
Taxes 72
contributors, are not engaged in rendering legal, accounting, or other professional Develop Your Online Feedback 62
Track Your
services. If professional assistance is required, the services of a competent professional Product 19 Outsourced
Performance 59
Direct Mail 46 Fulfillment 38
should be sought. Neither the publisher, nor the authors or contributors, shall be liable
Distributing Articles 54 Outsourcing 24 W
to any party for direct, indirect, special, incidental, or consequential damages arising
out of the use of this work, or any derivatives thereof, even if the authors have been E P Website
advised of the possibility of such damage. Analytics 66
Email Marketing 44 Pay-Per-Click
Content
Establish Your Advertising 48
Copyright © 2009 by The Online Business Guidebook. All Rights Reserved. Management 22
Business 7 Payment Processing 36
No part of this publication may be reprinted or distributed without prior written Payroll 72 Development 20
permission by the author. All trademarks printed herein are property of their G Product Reviews 64 Monitoring 68
respective owners. Promote Your
Graphic Design 20 See also
Business 41
Web Development
First Edition: Fall 2009 Purchasing
H Prospects 42
The Online Business Guidebook
Hosting
125 N. Main St. #233
Customer Forums 64
Blacksburg, VA 24060 Product Reviews 64
1.888.695.9551 Website 10
www.businessguidebook.org
The Online Business
The Essential Guide to Starting Your Online Business

“Entrepreneurship is the fuel that powers capitalism and
Guidebook Fall 2009
human progress. The internet and everything “online”
offers opportunity like we have not seen since the industrial
revolution. The early lessons and real life advice you gain
from this guidebook can be used to advance your ideas to START HERE
revenue producing business in real time. Everybody wins...
the entrepreneur...and our capitalist system.”
Dave Calhoun, Chairman and CEO, The Nielsen Company
“The Online Business Guidebook provides you with

powerful, practical, and user-friendly guidance on starting
and growing your online business.”
Ian C. “Mac” MacMillan, Wharton School of Business, a
Fortune Small Business/CNN Money Top Professor for
Entrepreneurship and author of “Discovery Driven Growth”
“A must-read for any prospective entrepreneur who is

contemplating starting up an online business venture.” The essential guide
Bernard W. Taylor, Professor of Management Science, Head
to starting your
of Business Information Technology Department, Virginia
Tech, and author of “Introduction to Management Science” online business
www.BusinessGuidebook.org

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The Online Business

The Essential Guide to Starting Your Online Business

Dave Calhoun, Chairman and CEO, The Nielsen Company

“The Online Business Guidebook provides you with

“A must-read for any prospective entrepreneur who is

1 Establish Your Business 7

2 Develop Your Product 19

3 Sell Your Product 27

4 Promote Your Business 41

6 Complete Your Administration 71

2 | The Online Business Guidebook

Website Development Team

Friedrich Vogel Jr. Jeremy Liu Sarah Smith

The Pamplin College of Business

For more information about the Pamplin

Get Great Deals

Distributors & Resellers

DO YOU SEND A PLAIN OLD EMAIL?

Establish Your Business

8 | The Online Business Guidebook

Establish Your Business

10 | The Online Business Guidebook

♦♦ Many of the vendors which provide

Establish Your Business

12 | The Online Business Guidebook

♦♦ As with all phone plans, read carefully for

♦♦ Lastly, make sure to purchase these ser-

Establish Your Business

14 | The Online Business Guidebook

Establish Your Business

16 | The Online Business Guidebook

♦♦ Ensure that you have enough licenses of

Establish Your Business

Develop Your Product

Graphic Design and Web Development.....20

20 | The Online Business Guidebook

Graphic Design & Web Development: Vendors

Develop Your Product

22 | The Online Business Guidebook

Web Content Management: Vendors

Develop Your Product

24 | The Online Business Guidebook

Develop Your Product

Click on our website to access other services we offer:

Business Sales Growth Seminars and Entrepreneur Express Workshops

One-on-One Technical Assistance

The Virginia Business Information Center

Virginia Jobs Investment Program

Virginia Small Business Financing Authority

26 | The Online Business Guidebook

Sales Force Automation............................28 3

Sell Your Product

28 | The Online Business Guidebook

Sales Force Automation: Vendors

Gladhandle.com Salesforce.com Sell Your Product

30 | The Online Business Guidebook

♦♦ Be sure to thoroughly research what 1. Wholesale listings

Buyers & Suppliers: Vendors

Alibaba.com Thomasnet.com Sell Your Product

32 | The Online Business Guidebook

♦♦ Choose a shopping cart that will fit

Shopping Carts: Vendors