Title
Introduction
About This Book
Conventions Used in This Book
Foolish Assumptions
How This Book Is Organised
Icons Used in This Book
Where to Go from Here
Part I : Strategies and Tools for Your Online Business
Chapter 1: Opening Your Own Online Business in Ten Easy Steps
The Time Is Now
Step 1: Identify a Need
Step 2: Know What You’re Offering
Step 3: Come Up with a Virtual Business Plan
Step 4: Get Your Act Together and Set Up Shop
Step 5: Get Help
Step 6: Construct a Web Site
Step 7: Process Your Sales
Step 8: Provide Personal Service
Step 9: Alert the Media and Everyone Else
Step 10: Review, Revise, and Improve
Chapter 2: Choosing and Equipping Your New E-Business
Starting Off on the Right Foot
Mapping Out Your Online Business
Flavours of Online Businesses You Can Taste Test
Marketing One-to-One with Your Customers
Easyware (Not Hardware) for Your Business
Getting Online: Connection Options
Software Solutions for Online Business
Chapter 3: Selecting the Right Web Host and Design Tools
Getting the Most from Your Web Host
Finding a Web Server to Call Home
Fun with Tools: Choosing a Web Page Editor
Chapter 4: Profiting from New Business Tools
Advantages of Doing Business Online
Exploring New Products and Services You Can Sell
Adding Online Content and Commentary
Building a Community
Web 2.0 – What on Earth Does That Mean?
Part II : Establishing Your Online Presence
Chapter 5: Giving Your E-Business Site Structure and Style
Feng Shui Your Web Site
Nip and Tuck: Establishing a Visual Identity
Extreme Web Pages: Advanced Layouts
Hiring a Professional Web Designer
Chapter 6: Attracting and Keeping Customers
Including Features That Attract Customers
Writing Unforgettable Text
Inviting Comments from Customers
Chapter 7: Building in Security Up Front
Practising Safe Business
Installing Firewalls and Other Safeguards
Using Public Keys to Provide Security
Keeping Other Noses Out of Your Business
Chapter 8: Monitoring and Improving Your Business
Bolstering Your Infrastructure
Performing Basic Web Housekeeping
Managing Goods and Services
Part III : Running and Promoting Your Online Business
Chapter 9: Easing the Shopping Experience
Attracting and Keeping Online Customers
Looking for a Good Web Host: The 411
Boosting Business through Efficient Communication
Making Sure That Your Web Site Is Up to Scratch
Outsourcing Your Business Needs
Chapter 10: Running a Business on eBay.co.uk
Understanding eBay.co.uk Auctions
Building a Good Reputation
Preparing Sales Descriptions That Sell
Providing Good Customer Service
Moving from Auctioneer to eBay.co.uk Businessperson
Chapter 11: Accepting Payments
Sealing the Deal: The Options
Enabling Credit-Card Purchases
Exploring Online Payment Systems
Fulfilling Your Online Orders
Chapter 12: Service with a Virtual Smile
The Best Customer Is an Informed Customer
Helping Customers Reach You
Making Customers Feel That They Belong
Chapter 13: Search Engines: What You Need to Know
Understanding How Search Engines Find You
Going Gaga over Google
Leaving a Trail of Crumbs
Monitoring Traffic: The Science of Webanalytics
Part IV : The Necessary Evils: Law and Accounting
Chapter 14: Making It All Legal
Thinking about Trade Names and Trademarks
Practising Safe Copyright
Understanding Legal Basics
Your Business in the Eyes of the Law
Keeping Out of Legal Trouble
Chapter 15: Online Business Accounting Tools
ABCs: Accounting Basics for Commerce
Accounting Software for Your Business
The Taxman Cometh: Concerns for Small Business
Part V : The Part of Tens
Chapter 16: Ten Must-Have Features for Your Web Site
Secure Easy-to-Remember URLs
Provide a Convenient Payment Method
Promote Security, Privacy, and Trust
Choose Goods and Services That Buyers Want
Have a Regular Influx of New Products
Be Current with Upkeep and Improvements
Personally Interact with Your Customers
Post Advertisements in the Right Places
Blow Your Own Trumpet
Create a Well-Organised Web Site
Chapter 17: Ten Hot Ways to Be an Ontrepreneur
Start a Blog
Turn Your Hobby into a Business
Get Other People to Contribute
Inspire Others with Your Thoughts
Offer Your Services on a Directory
Ask for Contributions
Give Out Not-So-Free Advice
Turn to Your Pets for Help
Become a Mine of Information
Need Income? Just Ask!
Expand Your Existing Business to the Web
Chapter 18: Ten Must-See Web Sites for Online Entrepreneurs
Realbusiness.co.uk
Google.co.uk
UKWDA.org
Businesslink.gov.uk
HMRC.gov.uk
Ebay.co.uk
Startups.co.uk
Guardian Technology
Idiottoys.com
Order-order.com
: Further Reading