Starting an Online Business All-in-One For Dummies, 4th Edition (1118926676) cover image

Starting an Online Business All-in-One For Dummies, 4th Edition

ISBN: 978-1-118-92667-3
E-book
888 pages
July 2014
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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