E commerce course_june_2010_dan_bond


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Dan Bond eCommerce Course June 2010

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E commerce course_june_2010_dan_bond

  1. 1. eCommerce Practical Internet Strategies to Sell Your Products and Yourself Presented by Dan Bond Sponsored jointly by Downtown Delaware, the Delaware Emerging Technology Center, Delaware Technical Community College (Terry Campus) and USDA Rural Development June 2010
  2. 2. Terry Campus Map
  3. 3. Introductions
  4. 4. Introductions Please give: Your name Where you live or work Your current level of eCommerce activity Your expected use of this training Something about yourself of special interest
  5. 5. Introductions Towers Bed & Breakfast
  6. 6. Hi, I'm Eebee! I will be joining you for this course.
  7. 7. Outline Overview of eCommerce Niche Marketing Product Sourcing Equipment, Software, Communications Domain Name Website Shopping Cart Photography for Your Website
  8. 8. Outline Information Management Systems Inventory Control Shipping SEM & SEO Shopping Sites & Affiliates Legal & Tax Issues Social Networking Sources of Information
  9. 9. Wow, we've got a lot to cover!
  10. 10. The Most Important Parts: • Choosing your niche • SEM & SEO • Continually expanding your market with Social Networking and other tools
  11. 11. eCommerce
  12. 12. What is eCommerce? The definition given in Wikipedia is: Electronic commerce, commonly known as e-commerce or eCommerce, consists of the buying and selling of products or services over the Internet.
  13. 13. What is eMarketing? The definition given in Wikipedia is: Internet marketing, also referred to as i-marketing, web-marketing, online- marketing, or eMarketing is the marketing of products or services over the Internet.
  14. 14. Internet & the Web The Internet is a The World Wide Web is global system of a system of interlinked interconnected hypertext documents computer contained on the networks that use the Internet. standard Internet Protocol Suite.
  15. 15. Business to Business eCommerce Business to Consumer eCommerce
  16. 16. "Click & Mortar" Business Model Selling to Both Global & Local Markets
  17. 17. "Click & Mortar" Business Model
  18. 18. Total Retail eCommerce Sales were $134 billion in 2008
  19. 19. Will eCommerce Continue to Grow So Rapidly?
  20. 20. Unique Benefits of eCommerce Low startup cost Unlimited market size Much greater freedom of location Portability of business Anonimity 24-7 Sales
  21. 21. Many successful eCommerce businesses started here.
  22. 22. The eCommerce Market ... as soon as FedEx gets there.
  23. 23. As long as there is high-speed internet and package delivery service available...
  24. 24. Relocating - Take it with you.
  25. 25. Neither rain, nor sleet, nor dark of night ... ...keeps the orders from coming in.
  26. 26. I want to get on the Internet!
  27. 27. The Most Important Parts: • Choosing your niche • SEM & SEO • Continually expanding your market with Social Media and other tools
  28. 28. Niche Marketing
  29. 29. Finding Your Niche • Identify an interest -- ideally one related to yourself, your experiences, your talents, your location, etc. • Identify a niche with sufficient market demand. • Discard niches where there is already too much competition. • Make sure that the niche can become a profitable business.
  30. 30. Profit Margins • Wholesale price • Location of supplier • Price points • Price competition • Information value added • Weight to value ratio • Shelf life • Market trends • Supply constraints
  31. 31. I love lists, they are so much fun to tear up!
  32. 32. How narrow is your niche?
  33. 33. Tools for Researching Niches Google Search Results Google Product Search Google Trends Google Alerts eBay Groups
  34. 34. Have you found your niche?
  35. 35. Products Information Management System Payment System Equipment Photography Accounting System Delivery Services Website Shopping Cart
  36. 36. Product Sourcing
  37. 37. Drop Shipping The Good: • You don't invest in inventory. The Bad: • You have no buying power. • Competition will drive down your margins. • Drop ship wholesales do not provide products for niche markets. The Ugly: • You can work a lot, sell a lot and make no money.
  38. 38. If you must try drop shipping take a look at:
  39. 39. Is everyone still awake!!!!!!!!!!!!!
  40. 40. New York International Gift Fair
  41. 41. Philadelphia Gift Show
  42. 42. Equipment, Softwar e, Communications
  43. 43. Domain Names www.ladybug-shop.com www.turtle-treasures.com www.mispillion.com
  44. 44. What's in a name?
  45. 45. Domain Name Selection • Short • Memorable • Easy to spell • Discribes your business or product • Contains key words • Has best name extension possible
  46. 46. .com .net .org .edu .gov .mil Top Level Domain Names
  47. 47. Domain Name Selection Aids
  48. 48. This could be yummy!
  49. 49. Domain Name Registration
  50. 50. Websites
  51. 51. Website Options Rent it Build it yourself Have it built for you
  52. 52. Rent Your Website
  53. 53. Build Your Website Yourself
  54. 54. Website Development Companies
  55. 55. Choosing a Shopping Cart • Product capacity • Photo capacity • Inventory tracking • Affiliate program links • Discounting & customer loyalty programs • Search-engine friendliness • Shipping Options • Payment Processing Options • Report Generation • Technical Considerations • Support • Cost
  56. 56. Website Hosting Usually best to have your website built and hosted by the same company Make sure that they have on-site supervision 24-7 Make sure they have good telephone technical support service Explore their up-grade potential
  57. 57. Payment Options
  58. 58. Credit Card Processing
  59. 59. Is everyone still awake!!!!!!!!!!!!!
  60. 60. Essential Photo Euipment
  61. 61. Carriers
  62. 62. The Most Important Parts: • Choosing your niche • SEM & SEO • Continually expanding your market with Social Media and other tools
  63. 63. "If you build it, they will come."
  64. 64. Search Engine Marketing
  65. 65. Search Engine Optimization
  66. 66. Comparison of SEM & SEO
  67. 67. Search Engine Marketing
  68. 68. Meet my best friend!
  69. 69. To learn more about how to use Google AdWords for Search Engine Marketing go to: http://adwords.google.com/support
  70. 70. Paid & Organic Search Results
  71. 71. URL Uniform Resource Locator It points to a specific "page" on a website. Examples: http://www.ladybug-shop.com LadyBug Shop Home Page http://store.ladybug-shop.com/index.cfm? fuseaction=catalog.prodInfo&productID=1742&categoryID=28 Fuzzy Ladybug Slippers for Children page
  72. 72. Search Engine Optimization
  73. 73. SEO You Can Do Yourself Use your keywords as much as possible. Have good, well written content. Establish back links from popular websites. Maintain a blog. Use Social Media to promote your site.
  74. 74. Alexa.com
  75. 75. Website Evaluation The LadyBug Shop website (www.LadyBug-Shop.com) was awarded a grade of 97 by Website Grader.
  76. 76. Use www.websitegrader.com to do an evaluation report on your website.
  77. 77. The Most Important Parts: • Choosing your niche • SEM & SEO • Continually expanding your market with Social Media and other tools
  78. 78. Expanding Your Market Space
  79. 79. Geographic Marketing In SEM specify the geographic areas that contain most of your potential customers or select only those areas to which you are willing to ship your products. For example, with Google AdWords you can: • Search or browse for countries, territories, regions, and cities. • Select a preset bundle of locations. • Choose a point on the map and specify a radius around it where your ads will appear. • Target a custom shape on the map. • Exclude areas within your selected locations.
  80. 80. Google Maps - Local Business Listings
  81. 81. Other Market Expansion Tools Post Card Marketing Blogging eMail Podcasting Videos
  82. 82. Social Networking
  83. 83. Social Media Starfish http://www.darrenbarefoot.com/archives/2007/11/scobles-starfish.html
  84. 84. Social Media
  85. 85. Make it simpler with ShareThis
  86. 86. Boy, I have got to catch this one!
  87. 87. Avoid the Hard Sale
  89. 89. Ooompa website
  90. 90. Oompa's Niche Oompa is a click & mortar business that specializes in infant toys and furniture that: Have no batteries, no blinking lights & no cartoon themes. High quality and safety standards. Primarily items made in the U.S. and Europe. Made to last.
  91. 91. Oompa links to social media
  92. 92. Oompa Blog
  93. 93. Oompa on facebook
  94. 94. Oompa on Twitter
  95. 95. Oompa Videos on Website & YouTube
  96. 96. Use Multiple Websites to Grow Your Market
  97. 97. Find & development your niche Build your Web presence Build traffic flow Monitize your web traffic It's a long road!
  98. 98. Monetizing Your Web Traffic Revenue Revenue from from sales advertising of goods & on your services website Revenue from the affiliate commissions
  99. 99. Website Advertising
  100. 100. AdSense has become a popular method of placing advertising on a website because the advertisements are less intrusive than most banners, and the content of the advertisements is often relevant to the website. Many websites use AdSense to monetize their content. AdSense has been particularly important for delivering advertising revenue to small websites that do not have the resources for developing advertising sales programs and sales people.
  101. 101. Affiliate Marketing
  102. 102. Compensation Models • Cost per sales (80%) • Cost per action (19%) • Cost per click & cost per "mile" (1%)
  103. 103. Affiliate Networks
  104. 104. Shopping Sites
  105. 105. SKU
  106. 106. Show me the money!
  107. 107. Social Shopping Sites "Websites that combine social elements such as a social networking community or the ability to set social bookmarks with aspects of shopping such as product reviews and deal hunting"
  108. 108. "A site that only sells one item a day as a "daily woot" and provides community feedback on the item."
  109. 109. "Discover and share products in a social environment that allows you to recommend products to friends, organize shopping lists, find the best deals and get discounts."
  110. 110. Other Social Shopping Sites
  111. 111. Legal & Tax Issues • Identity theft • Protection of credit card information • Copyright infringement • Affiliate contact violations • Tax collection • Spam
  112. 112. PCI DSS Payment Card Industry Data Security Standard Be informed. Got to: http://www.pcisecuritystandards.org Failure to understand the PCI compliance standards could result in higher merchant account fees and fines from the credit card issuers.
  113. 113. WARNING! Even if you are PCI compliant, if you experience a credit card security breach, you can be open to legal action from the affected customers.
  114. 114. Three types of ownership protection: A copyright protects original works gives the owner exclusive rights to reproduce his or her work in any medium. A trademark is used to protect a word, symbol, device, or name that is used for the purpose of trading goods. The trademark indicates the source of goods and distinguishes them from the goods of others. A patent for an invention grants a property right to the inventor that will prevent anyone else from making, using, or selling an invention.
  115. 115. Potential Penalties for Copyright Infringement: 1.Actual damages (the amount you would have to pay to license the material from the copyright owner). 2.Statutory damages of $750-$30,000 per work. 3.If the violation was willful—up to $150,000 per work. 4.At the court’s discretion, attorney fees. 5.Embarrassment.
  116. 116. This is scary stuff!!!!!!!!!!!!!!!!!
  117. 117. In the 1990s, Congress passed the Digital Millennium Copyright Act (DMCA). It included a very powerful tool to quickly attack the theft of unregistered copyright-protected materials so victims of theft of creative works can reach out into cyberspace and aggressively pursue an infringer. This tool, known as the “takedown notice,” requires a website host to pull down an allegedly infringing website or page merely upon receipt of a specified notice from the owner or its lawyer. No lawsuit is necessary. The implications to the host are significant: the failure to pull it down exposes the hosting company to liability for copyright infringement under traditional doctrines of law, and it also loses immunity created by the DMCA. The law giveth, and the law taketh away.
  118. 118. TAXES
  119. 119. WARNING! Internet sales are not always tax free. There are over 11,000 sales tax jurisdictions in the United States. Ecommerce merchants located in a state without a sales tax do not have to collect sales tax unless they have taken some action to create a physical presence in another state.
  120. 120. Other states that do not have sales taxes are Alaska, Hawaii, Montana, New Hampshire and Oregon.
  121. 121. Sales tax vulnerability In April 2008 the State of New York inserted an item in the state budget asserting sales tax jurisdiction over Amazon.com sales to residents of New York, based on the existence of affiliate links from New York–based websites to Amazon. The state asserts that even one such affiliate constitutes Amazon having a business presence in the state, and is sufficient to allow New York to tax all Amazon sales to state residents. Amazon challenged the amendment and lost at the trial level in January, 2009. The case is currently in appeal process.
  122. 122. Sources of eCommerce Information
  123. 123. When you have questions, this is the first place to go!
  124. 124. Government Assistance, Regulations, Taxes http://www.business.gov/business-law/online-business/
  125. 125. Small Business Issues & Assistance http://www.delawaresbdc.org/
  126. 126. Business Information Security www.microsoft.com/smallbusiness/security.aspx "NISTIR 7621 Small Business Information Security: The Fundamentals" http://csrc.nist.gov/publications/drafts/ir-7621/draft- nistir-7621.pdf
  127. 127. ecommerceoptimization.com fitbase.fitforcommerce.com growsmartbusiness.com
  128. 128. Dan Bond 302-228-6590 (cell) daniellbond@gmail.com