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    Handout version e_commerce_course Handout version e_commerce_course Document Transcript

    • 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 Notes: Dan Bond began working in the field of eCommerce and retail sales in 2003 when he and his wife started the LadyBug Shop in Milford, Delaware. From the first this business was designed as a “brick & mortar” Main Street shop with a parallel eCommerce sales effort at www.LadyBug-Shop.com. This retail gift shop focused on products of all types which had a ladybug design element. The business has grown rapidly and made a major contribution to downtown Milford’s economic revitalization. Dan received his doctorate in planning and economics from the University of North Carolina at Chapel Hill in 1979. He has worked for thirty in the fields of economic development and finance and has traveled to over sixty countries during his career.
    • Terry Campus Map Notes: The cafeteria in the Terry Building is not open in the evenings. However, there are food vending machines in the Terry Building that are accessible until 7:30PM.
    • Outline Overview of eCommerce Niche Marketing Product Sourcing Equipment, Software Domain Name Website Shopping Cart Photography for Your Website Notes:
    • Outline Information Management Inventory Control Shipping SEM & SEO Shopping Sites & Affiliates Legal & Tax Issues Social Networking Sources of Information Notes:
    • The Most Important Parts: Choosing your niche SEM & SEO Continually expanding your market with Social Networking and other tools
    • 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. Notes: To get information on almost any topic, a great place to start is at http://en. wikipedia.org According to Wikipedia, the world's first recorded online home shopper was Mrs. Jane Snowball, age 72, of Gateshead, England in May 1984. Selling products over the Internet is often called "eTail".
    • 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. Notes: I will be covering in this course both eCommerce (specifically eTail) and eMarketing.
    • Internet & the Web The Internet is a The World Wide Web is global system of a system of interconnected interlinked hypertext computer networks that documents contained on use the standard Internet the Internet. Protocol Suite. Notes: The Internet was developed in the U.S. in the 1960s by the Advanced Research Projects Agency. It was developed for the U.S. military to provide robust, fault-tolerant and distributed computer networks that could survive a nuclear attack. Tim Berners-Lee invented the World Wide Web server and browser in 1990. In 1992 Charles Stack opened the world’s first online bookstore and in 1994 Jeff Bezos started Amazon. In the same year NETSCAPE introduced SSL encryption which made online data transfer secure. Online banking also began in 1994 and Pizza Hut opened an online pizza shop. In 1996, eBay opened and Tesco started a full online shopping service.
    • Business to Business eCommerce Business to Consumer eCommerce Notes: While the bulk of eCommerce (about 90%) is B2B, we will be focusing on B2C eCommerce in this course. Most successful B2B business are developed by individuals who have considerable experience within the particular industry sector to which they are marketing.
    • "Click & Mortar" Business Model Selling to Both Global & Local Markets Notes:
    • "Click & Mortar" Business Model Notes: I will be using my experience with the LadyBug Shop to provide concrete examples of what it takes to set up a retail eCommerce business. We opened our shop in the fall of 2003 and launched the website in early 2004. The LadyBug Shop is located at 23 NW Front Street in downtown Milford, DE. (www.ladybug-shop.com, 302-422-5470) It is open Wednesdays- Friday from 10 to 6 and Saturday from 10 to 2.
    • Total Retail eCommerce Sales were $134 billion in 2008 Notes: U.S. government statistics on retail trade, including reports on eCommerce, can be found at www.census.gov/retail/ During the first quarter of 2010 U.S. retail eCommerce sales increased 14.3% over the first quarter of 2009. Overall retail sales increased only 6.3%.
    • Unique Benefits of eCommerce Low startup cost Unlimited market size Much greater freedom of location Portability of business Anonimity 24-7 Sales Notes:
    • Niche Marketing Notes:
    • Notes: You can download the latest edition of Anderson's The Long Tail for free from www.scribd.com
    • 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. Notes: Niches have many advantages, but a single niche may not have sufficient sales potential to meet your goals. At the LadyBug Shop we have recently added a new line of turtle gift products and launched a new website www.Turtle-Treasures.com. We cross sell between our two product lines whenever possible. Some merchants have even more ambitious business plans and develop many niche markets. A good example of this is SpotLightRetail. com. Read an interview with its owner at http://www.practicalecommerce.com/articles/894-Profile-eCommerce- Owner-on-Benefits-of-Niche-Retailing
    • Profit Margins Wholesale price Location of supplier Price points Price competition Information value added Weight to value ratio Shelf life Market trends Supply constraints Notes:
    • Tools for Researching Niches Google Search Results Google Product Search Google Trends Google Alerts eBay Groups Notes:
    • Products Information Management System Payment System Equipment Photography Accounting System Delivery Services Website Shopping Cart Notes:
    • Product Sourcing Notes: More on how to source products can be found at http://www.practicalecommerce.com/articles/205-Sourcing-Options-for- eCommerce-Firms
    • 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. Notes: More on drop shipping pros and cons can be found at http://www.practicalecommerce.com/articles/209-Drop-Shipping-Pros-and- Cons If you decide you want to try drop shipping, you might want to consider using doba as a sourcing and order fulfilment service. www.doba.com
    • New York International Gift Fair Notes: The website for the New York International Gift Show is
    • Philadelphia Gift Show Noes: The website for the Philadelphia Gift show is http://www.philadelphiagiftshow.com
    • Equipment, Software, Communications Notes:
    • Notes:
    • Notes: Before you purchase software, see if you can get it free. If you are willing to go with cloud computing, then Google Documents is a great place to get good free software. This presentation was prepared using free Google Documents rather than Adobe PowerPoint, which costs over $100. To start using this software go to: http://docs.google.com Don't know what "cloud computing" is? Check it out on Wikipedia! Microsoft has recently released free web office software. You can find it at: http://office.live.com
    • Notes: You will see that I am a big fan of Google products. As the following articles show, many small eCommerce businesses find that there are a lot of valuable Google services: http://www.practicalecommerce.com/articles/1968-May-Survey-Results- Analytics-Gmail-Most-Popular-Google-Products
    • Domain Names Notes: If you want to find out information about an existing domain name (who ownes it, where it is located, when ownership expires, etc.) use the webiste www.who.is
    • Domain Name Selection Short Memorable Easy to spell Discribes your business or product Contains key words Has best name extension possible Notes: For our name we settled on LadyBug-Shop because it was an easy to read version of our shop’s name. (Some experts advise against using a hyphen in URLs, but we think it makes the name easier to read.) And we chose the “.com” domain because it is by far the most popular domain for commercial websites. (Other possible extensions for business sites are .biz or .net. Government websites use the .gov extension, non-commercial organizations such as non-profits use the .org extension, and educational institutions use the .edu extension.)
    • .com .net .org .edu .gov .mil Top Level Domain Names Notes: Some good tips on selecting a domain name can be found at: http://www.thesitewizard.com/archive/domainname.shtml
    • Domain Name Selection Aids Notes: Registering a .com domain name currently costs about $10 to $35 per year, depending on which company you use. Check around and you can usually get a big discount, especially for the first year. Also, registering .biz and .net domain names is somewhat less expensive. The registration process can easily be completed on the Internet using any of a number of registration services such as www.name.com or www.godayddy.com. But registering your desired domain is just the beginning; unless you've reserved it for multiple years, you'll get charged a fee each year to renew the domain. Most companies charge between $5 and $15 for renewal, with discounts for renewing for several years at a time. But saving a few dollars isn't the only reason to renew for multiple years. Securing your domain name for the foreseeable future will save you the headache and expense of having your domain expire and having to reregister it.
    • Domain Name Registration Notes:
    • Websites Notes:
    • Website Options • Rent it • Build it yourself • Have it built for you Notes: A good source of information on building a website is thesitewizard.com
    • Rent Your Website Notes: I don't view selling via ebay or other shopping sites as a good substitute for having your own eCommerce website. But it may be a useful way for you to find your niche and get started in eCommerce. Read this article: http://www.practicalecommerce.com/articles/330-Marketplaces-A-Great- Entry-Point
    • Build Your Website Yourself Notes: Unless you are already an experienced website developer, it is best not to try to build your website by yourself. You may want to hire someone to help you. If so, read this: http://www.practicalecommerce.com/articles/431-Tips-To-Hire-The-Right- Website-Designer
    • Website Development Companies Notes: There are lots of companies that can build your website for you. Read this and then shop around! http://www.practicalecommerce.com/articles/1036-Ecommerce-Know-How- Selecting-a-Web-Designer-or-Developer
    • 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 Notes: Once you have your website built, you will need to have it "hosted". If you want to learn more about hosting, a good place to start are the Wikipedia article on hosting at http://en.wikipedia.org/wiki/Web_hosting and the articles on hosting found at http://www.hosting-review.com/hosting- articles/hosting-articles.shtml Hosting should not be a big expense for a small Internet retailer (several hundred dollars a year)—but you definitely need reliability. There will be service interruptions occasionally—and these are costly since you can not sell anything if customers can not access your website. And it is a hassle to change a host if the company you are using provides poor service or goes out of business. So you should consider both cost and reliability when you select your host. (Company size, length of time in business, existing client base, reputation, etc. are things to consider.) And you should insist that you are notified immediately any time there is an interruptions in service—either planned (for maintenance) or due to unexpected problems with the computer server.
    • Notes: There are over 350 shopping cart services now available. PracticaleCommerce.com has a regular, weekly review of shopping carts that provides detailed information about their features and limitations. I assume that most eCommerce retailers do their own order fulfillment. However, you may choose to outsource this service. This is a major decision that will affect almost all aspects of your business. The issues are covered in this article http://www.practicalecommerce. com/articles/1340-Fulfillment-Guidelines-for-Outsourcing An well-established company that offers order fulfillment services to small eCommerce companies is http://www.efulfillmentservice.com/
    • 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 Notes: The LadyBug Shop’s shopping cart is provided by a local software development company, Delaware.net. It is call Store-Logic. Their shopping cart allows us to easily add product photos, descriptions and sales information whenever we have new products. And it takes care of putting together orders as customers select items from the catalog. It provides a number of other useful services such as handling credit card and shipping information and allowing customers to use discount codes that we have promotions or special sales. For more tips on choosing a shopping cart read http://www.practicalecommerce.com/articles/172-Shopping-Carts- Features-to-Consider
    • Payment Options Notes: Most people are now comfortable using their credit cards when making purchases on the Internet. Thus special payment services such as PayPal are no longer as useful as they once were. At the LadyBug Shop we have decided to use only Visa and MasterCard payments, and this has caused no problems for us.
    • Credit Card Processing Notes: Credit card processing fees can cost the merchant from 2% to 4% of their sales. The fee structures are complex, usually combining fees that are a percent of sales plus a per transaction fee with pricing varying by sales volume.
    • Essential Photo Euipment Notes: Good article and video on taking photos of products: http://www.practicalecommerce.com/articles/954-Ecommerce-Know-How- Three-Tips-for-Good-Product-Photographs. The total cost for the photogratphic equipment needed for good product photos is around $500 to $1000. For the LadyBug Shop I use a Canon PowerShot Pro 1 eight mega pixel digital camera. This camera has a large digital viewer that can fold out and swiveled into almost a position—a helpful feature when using a tripod. The camera also has macro and super macro features that are essential in taking photos of very small objects. I usually work with the camera mounted on a BOGEN 3021BPRO tripod with a Manfrotto 3275/410 Compact Geared Head with Quick Release. Using a tripod helps in setting up your shots and improves the quality of the resulting images. I have learned that it is very important to use a light box for most products so that you have good diffused lighting (provided by two daylight balanced photographic floodlights mounted on stands). I use an EZ Cube studio lighting system which I purchased online at www.tabletopstudio.com.
    • Carriers Notes: Each of the carriers offers cost and services advantages depending on where you are sending a package, its size and weight, and how fast you need it delivered. A good introduction of these issues is available at http://www.practicalecommerce.com/articles/105-The-Shipping-News- Plenty-of-Carriers-for-eCommerce-Companies Issues connected with calculating shipping charges are covered by this article http://www.practicalecommerce.com/articles/449-Shipping-Charges- Compromises-Required At the LadyBug Shop we primarily use USPS Priority Mail. (For the occasional heavy, large boxes we use UPS.) However, we save money by using the USPS flat rate envelops and boxes when it is cheaper to do so. For details see http://www.practicalecommerce.com/articles/1257- Shipping-Rates-Flat-Rate-Boxes-Usually-Save-Money- And if you want to consider offereing free shipping, read this article: http://www.practicalecommerce.com/articles/928-Ecommerce-Know-How- The-Free-Shipping-Equation
    • Search Engine Marketing Notes:
    • Search Engine Optimization Notes:
    • Comparison of SEM & SEO Notes:
    • Meet my best friend! Notes: Pay Per Click (PPC) is an internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. There are hundreds of Pay Per Click Search Engines you can buy traffic from. As this number increases, it becomes more difficult to determine which ones are worth your time using. However, Google dominates the field and you should start with Google AdWords and expand as you have time and budget. (Yahoo! and Bing would be good choices for your next tier of pay per click advertising.)
    • Paid & Organic Search Results Notes: Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements.
    • 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 When you pay to send a searcher to your website, it is critical that you send them to that part of the site which is most likely to be of interest to them.
    • To learn more about how to use Google AdWords for Search Engine Marketing go to: http://adwords.google.com/support Notes:
    • Search Engine Optimization Notes: Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site or a web page page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing ("SEM") which may deal with paid inclusion. The theory is that the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine.
    • 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. Notes: See article: http://growsmartbusiness.com/2010/06/how-much-seo-can-i-do-by- myself/? utm_source=feedburner&utm_medium=email&utm_campaign=Feed: +sbsi+(The+Small+Business+Success+Index+(SBSI)) Before you outsource your SEO work read this
    • Alexa.com Notes:
    • Website Evaluation The LadyBug Shop website (www.LadyBug-Shop.com) was awarded a grade of 97 by Website Grader. Notes: SEO techniques are classified by some into two broad categories: techniques that search engines recommend as part of good design, and those techniques that search engines do not approve of and attempt to minimize the effect of. Some industry commentators classify these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO. White hats tend to produce results that last a long time, whereas black hats anticipate that their sites will eventually be banned once the search engines discover what they are doing.
    • 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. Notes: Additional information on local searches see: http://www.practicalecommerce.com/articles/765-Local-Search-Pays-Off- Naturally Google is not the only way to advertise locally. You can learn about other options at:
    • Google Maps - Local Business Listing Notes: To put your business on Google Maps, go to http://local.google.com/ Then click on "Put your business on Google Maps" in the left hand column of the page.
    • Notes: Google is constantly improving its small business services as the following articles note: http://technologizer.com/2010/04/22/google-strengthens-local-business- services/ http://www.practicalecommerce.com/articles/1931-Google-Changes- Search-Results-Page-How-Merchants-Can-Benefit NOTE: You don't have to pay anyone $250 to set up your Google Local listing. It is easy to do yourself and you will get better results.
    • Notes: For detailed guides to and support with your local Google listing go to: http://www.google.com/support/places/bin/static.py?page=guide. cs&guide=28247
    • Other Market Expansion Tools Post Card Marketing Blogging eMail Podcasting Videos Notes: Since the fields of internet marketing and social media are changing so rapidly, you need to stay informed by regularly using online advisory sources (and/or subscribing to their email alerts and articles). Some of the ones I use are: HubSpot.com GrowSmartBusiness.com DuctTapeMarketing.com
    • Social Networking Notes:
    • Social Media Starfish http://www.darrenbarefoot.com/archives/2007/11/scobles-starfish.html Notes: A fun way to be introduced to Social Media is to view this slideshow: http://www.slideshare.net/tactica_inc/the-conversation-an-introduction-to- social-media-presentation This will also introduce you to a great website SlideShare. Here you can find (and share) slide shows, videos, webinars and documents and a wide range of topics.
    • Social Media Notes: This article argues that "an integrated social media marketing strategy can help you and your eCommerce site increase brand visibility, improve customer loyalty, and gain important insights about the markets you serve. And with the dramatic growth in social media traffic, ecommerce merchants would be smart to invest at least a portion of their advertising and marketing efforts on it." http://www.practicalecommerce.com/articles/961-Ecommerce-Know-How- Social-Media-as-a-Marketing-Tool
    • Make it simpler with ShareThis Notes:
    • Find & development your niche Build your Web presence Build traffic flow Monitize your web traffic It's a long road! Notes:
    • Monetizing Your Web Traffic Revenue Revenue from from sales advertising of goods & on your services website Revenue from the affiliate commissions Notes:
    • 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. Notes: Details on this service can be found at www.google.com/adsense/
    • Affiliate Marketing Notes: The benefits of affiliate marketing are described in http://www.practicalecommerce.com/articles/348-A-Win-Win-Situation- Why-Affiliate-Marketing-Works We have tried some affiliate marketing at the LadyBug Shop, but the impact has been small. It takes a lot of time to do this type of marketing and the results depends on how well suited your niche is to it.
    • Compensation Models Cost per sales (80%) Cost per action (19%) Cost per click & cost per "mile" (1%) Notes: More on compensation models can be found at: http://www.1888articles.com/affiliate-business-tutorial-part-iv-0m190324tef. html
    • Affiliate Networks Notes: Advice on using affiliate marketing can be found at: http://www.practicalecommerce.com/articles/1898-When-to-Start-an- Affiliate-Marketing-Program The best affiliate networks are designed for businesses with relatively high sales volumes--and there are some initial costs to be considered. Read more about the Google Affiliate program at:
    • Shopping Sites Notes: At the LadyBug Shop we tried using two shopping sites-thefind.com and Google Shopping. To get the information on our products to these sites we used a data feed service godatafeed.com (which costs $50 per month). However, we found that the increase in sales did not warrant continuing this effort. A good list of comparison shopping sites can be found at: http://www.ecommerceoptimization.com/comparison-shopping-listing- guide/
    • SKU Notes:
    • 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" Notes:
    • "A site that only sells one item a day as a "daily woot" and provides community feedback on the item." Notes:
    • Other Social Shopping Sites Notes:
    • Legal & Tax Issues Identity theft Protection of credit card information Copyright infringement Affiliate contact violations Tax collection Spam Notes: A good source of information on various legal issues for an eCommerce business (or any business) is the website NoLo.com. Start at: http://www.nolo.com/legal-encyclopedia/ecommerce-website-development/
    • 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. Notes:
    • 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. Notes:
    • 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. Notes: Many people believe that if they find something on the Internet, they have a right to use it for free. There is no distinction as to whether the website is a commercial or non-commercial website, the content on the website still enjoys copyright protection and permission may be needed to use the content.
    • 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. Notes:
    • 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. Notes: For more information on taxation of eCommerce sales read: http://www.allbusiness.com/sales/internet-e-commerce/2652-1.html http://www.startupnation.com/articles/9080/1/ecommerce-sales-tax.htm http://www.nolo.com/legal-encyclopedia/article-29919.html
    • 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. Notes:
    • Notes: You have probably noticed that this is one of my favorite sources of information on eCommerce.
    • http://www.business.gov/business-law/online-business/ Notes:
    • ecommerceoptimization.com fitbase.fitforcommerce.com growsmartbusiness.com Notes:
    • Dan Bond 302-228-6590 daniellbond@gmail.com Notes: