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Table of Contents
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Book I: Online Business Basics.
Chapter 1: Starting from Scratch.
Chapter 2: Turning Internet Dreams into Reality.
Chapter 3: Getting Real: Creating a Usable Business Plan.
Chapter 4: Finding Money to Fund Your Online Start-Up.
Chapter 5: Creating Policies to Protect Your Web Site.
Chapter 6: Setting Up Shop: Everything You Need for Online Efficiency.
Book II: Legal and Accounting.
Chapter 1: Minding the Law.
Chapter 2: Choosing the Right Foundation: From Partnerships to Corporations.
Chapter 3: The Trademark-and-Copyright Two-Step.
Chapter 4: Accounting for Taxes (And Then Some).
Book III: Web Site Design.
Chapter 1: What’s in a (Domain) Name?
Chapter 2: Designing Customer-Friendly Sites.
Chapter 3: Building a Site without Spending a Fortune.
Chapter 4: Finding the Host with the Most.
Chapter 5: Writing Content that Search Engines Want to See.
Chapter 6: Lights, Camera, Action! Taking Your Site Live.
Book IV: Online and Operating.
Chapter 1: Determining Your Revenue Model.
Chapter 2: Making Money with Affi liate Programs.
Chapter 3: Turning Information into Profi t, from e-Books to Webinars.
Chapter 4: Paying Up with the Right Payment Options.
Chapter 5: Putting the (Shopping) Cart before the Horse.
Chapter 6: Taking Inventory.
Chapter 7: Fulfi lling Expectations and Orders.
Book V: Internet Security.
Chapter 1: Understanding Security and Your Risks.
Chapter 2: Developing a Security Plan.
Chapter 3: Attacked! What to Expect from the Net-Thief.
Chapter 4: Securing Your Site and Your Business.
Chapter 5 : Overcoming Security Concerns in the Wireless World.
Book VI: Boosting Sales.
Chapter 1: Driving Traffi c, Driving Sales.
Chapter 2: Special-Edition Public Relations for the Web.
Chapter 3: Web Marketing at Work.
Chapter 4: Converting Browsers to Buyers.
Chapter 5: Analyzing and Monitoring Your Customers.
Chapter 6: Mastering Search Engines, Optimization, and Rankings.
Book VII: Retail to E-Tail.
Chapter 1: Knowing When to Put Your Store Online.
Chapter 2: Understanding the Differences between Real and Virtual Customers.
Chapter 3: Window Dressing for the Online Display.
Chapter 4: Making In-Store Customers Loyal Online Shoppers.
Chapter 5: Staying Local, Getting Mobile with M-Commerce.
Chapter 6: Troubleshooting the Transition to E-Tail.
Book VIII: Storefront Selling.
Chapter 1: Instant E-Commerce with Storefronts.
Chapter 2: Mastering the Amazon.
Chapter 3: Let’s Hear It for Yahoo!
Chapter 4: Making eBay THE Way.
Chapter 5: New Storefronts, New Opportunities.
Book IX: Fundraising Sites.
Chapter 1: Raining Donations: Why Not-for-Profi t Is Big Business Online.
Chapter 2: Adding Online Moneymakers to an Existing Site.
Chapter 3: Getting the Donor Base to Come to You.
Chapter 4: More Online Marketing Strategies for Nonprofits.
Chapter 5: Legal Considerations for Nonprofi t Organizations.
Book X: Niche E-Commerce.
Chapter 1: Discovering Niche Markets.
Chapter 2: Discovering Niche Trends That Pay: Children and Boomers.
Chapter 3: Blogging for Profit.
Chapter 4: Socializing (And Profi ting) in Second Life.
Book XI: E-Commerce Advanced.
Chapter 1: Overhauling the Business.
Chapter 2: Redesigning to Win New Customers.
Chapter 3: Expanding Products to Increase Stagnant Sales.
Chapter 4: Bringing Former Customers (Back) Home.
Chapter 5: Revisiting Marketing Strategies.
Chapter 6: Hiring Experts to Get Business Rolling Again.
Chapter 7: Transitioning a Small Site into Big Business.
Index.
