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The Essential Online Solution: The 5-Step Formula for Small Business Success


Description: In The Essential Online Solution, industry experts Rick Segel and Barbara Callan-Bogia provide you with a formula for small business success that begins with the Internet. Filled with in-depth insight and practical advice, this book discusses the important elements of e-commerce and pinpoints the strategies and ideas that have proven most profitable and successful.

The five essential steps covered within these pages will open your eyes to a new way of doing business in todays dynamic environment and give you an edge over the competition.

This information-packed guide will help you:

- Understand the past, present, and future of online business
- Uncover some of the Webs best marketing tools—tools that create a community of fanatic followers, increase your Web activity, and cost nothing
- Design and position your Web site for maximum effectiveness
- Start and create a viable auction business
- And much more

Straightforward and to the point, The Essential Online Solution contains lessons and information—all of which come from discussions with small business owners on the front lines—that can help any small business survive and thrive in todays competitive business environment.

Praise for The Essential Online Solution

"Turn your small business online opportunities from mystery to mastery by reading this book, and putting the steps into action."
—Jeffrey Gitomer, author of The Little Red Book of Selling

"The Internet has made operating a successful small business easier than ever before, but it still takes entrepreneurial drive, an ambitious spirit, and careful planning to pull it all off. This book shares useful insights, potential pitfalls, and efficient stepping stones to making your online business goals come to fruition."
—Nido Qubein, President, High Point University, Chairman, Great Harvest Bread Co.

About the authors

Rick Segel CSP, a seasoned retailer of twenty-five years, owned one of New Englands most successful independent womens specialty stores. He is the marketing expert for Staples.com, the co-creator of the Retail Technology Assessment for Microsoft, and a founding member of the Retail Advisory Council for Johnson & Wales University. Segel is the Director of Retail Training for the Retailers Association of Massachusetts. He is also the creator of the Retailers Association of Massachusetts Awards of Excellence Program (RAMAEs), which has recognized over thirty of the most innovative retailers in the state. Segel holds the Certified Speaking Professional designation and has been a featured speaker in over 1,400 presentations. He is also the author of Retail Business Kit For Dummies, which became the number-one selling retail how-to book in the United States.

Barbara Callan-Bogia is a speaker and trainer who conducts seminars to thousands of people on influencing, leading in multiple locations, communication, and office politics. She is also the owner of Callan Consulting, a successful national management development consulting firm founded in 1996, and co-creator of the Retail Technology Assessment for Microsoft.


Contents: 1 Introduction

Step I: Uncovering the Possibilities

2 Online Business Solutions
Where Are We At? Understanding the Past, Present, and Future of Online Business.

3 Why Do People Buy Online?
What Motivates Them?

4 The Big Picture
The Levels of Online Commerce

Step II: Building Practical, Powerful, Professional Web Sites that WORK.

5 Understanding Web Sites
The Front Door to Your Online Business

6 Our Rules for Killer Sites

7 Building Your Web Site
It’s Easier than You Think

8 The Winners and Losers
Web Site Critiques of the Good, the Bad, and the Ugly

Step III: Positioning You as the Source: Creating Expert Status.

9 E-mail Marketing or Is It Pinpoint Marketing?

10 The Blog
The Tool that Can Change Your Business

11 Podcasting
The Sweet Sounds of Success

Step IV: Creating the Buzz with Clicks and Clends

12 Web Positioning
How Do They Find You?

13 Pay Per Click: A.K.A. Pay for Performance
A New Way to Advertise

14 Advertising
Traditional and Nontraditional

15 Viral Marketing

Step V: Sell, Sell, Sell.

16 Going, Going, Gone—eBay and Online Auctions
Are They Right for You?

17 Sell for Me
Affiliate Programs Get You on the Map.

18 Bringing It All Together

Index


Summary: Rick Segels Ecommerce Promise will define exactly what it takes to be successful in the world of ecommerce. Today, when entering a field, it is no longer a love of the merchandise sold or services provided that ensures success, it is the mastering of the potential of ecommerce. The book will discuss the elements of ecommerce and pinpoint the essentials - those elements, strategies, and ideas that have proven most profitable and successful. All of the lessons and advice for this book comes from interviews and discussions with small business owners on the frontlines of ecommerce today. It will feature professional critiques of web sites and address the big mistakes to avoid. Best of all, it offers readers a formula and plan of action they can follow: step-by-step.

With big chains dominating business landscape, small business owners are facing serious challenges. Yet, through effective use of e-commerce, they can level the playing field and win. In Rick Segels 5-Step Formula for Small Business Success, industry experts Rick Segel and Barbara Callan-Bogia provide readers with a formula for small business success, which begins with the Internet. Filled with in-depth insight and practical advice, this book discusses the important elements of e-commerce and pinpoints the strategies and ideas that have proven most profitable and successful. It also features professional critiques of Web sites and addresses common mistakes to avoid. Straightforward and to the point, Rick Segels 5-Step Formula for Small Business Success contains lessons and information--all of which comes from discussions with small business owners on the frontlines--that can help any small business survive and thrive in todays competitive business environment.




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