Niagara Falls E-Business Boot Camp - May 17


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Notes from night 1 of the Niagara Falls E-Business Boot Camp Seminar Series.

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  • Set expectations. Not going to walk out here on Tuesday night with an e-commerce website and even if you did, you wouldn’t be any better or worse off. Small guys have all the free tools to compete with big guys... it’s all about passion and hustle now, not money.
  • Open discussion

  • Hosted services like YouTube provide what once took expensive video hosting
  • Think about buying a car.

  • Standing in a store, you look up the price.

  • Look at Yahoo and compare to Google

  • Don’t talk about music, don’t talk about Jazz, don’t talk about Chicago jazz: talk about underground Chicago jazz.

  • Tomorrow we’ll talk about advertising specifically

  • Payment card industry. Talk about this a lot tomorrow

  • Niagara Falls E-Business Boot Camp - May 17

    1. 1. E-Business Bootcamp Monday: Readiness, Presence & Protection
    2. 2. What Is E-Business?
    3. 3. Today’s Internet
    4. 4. Today’s Internet The cost of entry has dropped “Software as a service” or web-based subscription services have provided more, often cheaper options.
    5. 5. Today’s Internet The web “closes the deal” Even if your products or services are not sold online, the expectation is that information on them will be there.
    6. 6. Today’s Internet Small town rules apply globally With social media a single bad word from a tastemaker can hurt... just like in a tightly-knit real world community
    7. 7. Today’s Internet Conversations happen with or without you Public conversations about your products or services could impact your reputation.
    8. 8. Today’s Internet Video A
    9. 9. Today’s Internet Search Person Share Expose Person Share Me
    10. 10. Today’s Internet The “Real Time” web is the future The ability to rapidly respond to questions or complaints will become a competitive advantage
    11. 11. Today’s Internet Mobile access will be expected Phones are now powerful enough to view the full web. Customers can and will access online info everywhere.
    12. 12. What’s Changed From Yesterday’s Internet
    13. 13. What’s Changed Animation and sound are clutter The current web is very clean and usable. Extra animation, sound and other special effects are seen as bothersome.
    14. 14. What’s Changed People expect sharing The troubles of the music and movie industry have shown that information will be passed around between people. Embrace this.
    15. 15. What’s Changed - People Expect Sharing Video B
    16. 16. What’s Changed Free is essential In terms of the services available to you as a business, but it should also be part of your strategy. What are you giving away?
    17. 17. What’s Changed Free is essential Video C
    18. 18. What’s Changed Real world location is relevant Smart phones are all now GPS equipped. Google and startups like Yelp and FourSquare are striving to tie the local and online worlds
    19. 19. What’s Changed Your online brand already exists If you have a physical location Google Sites, Yelp, FourSquare, Gowalla and directories already have you listed. Take control of this.
    20. 20. What’s Changed The “wild west” is gone Customers don’t respond to asset hoarding. Don’t buy domains and register accounts just to own them. You have to use them.
    21. 21. Existing Brands
    22. 22. Existing Brands Do you have an existing brand? Your first step is to find out what’s out there. Even if you don’t have a website there may be content.
    23. 23. Existing Brands Search the predominant search engine for your professional name.
    24. 24. Existing Brands What to search for: adam white adam white jmr “adam white” “adam white” jmr “adam white” niagara adam white niagara If your brand is generic you will want to try several search strategies.
    25. 25. Existing Brands Flesh Out Your Directory Listings Many business directories exist and most are pre-populated with basic business data. Claim them and fill them in with logos and links.
    26. 26. Existing Brands Search YouTube. It’s the #2 overall search engine, before Yahoo, Bing or any others.
    27. 27. Existing Brands Claim your location Google Places is their free local business listing service linked to their maps. You can add content to your Places page.
    28. 28. Google Sites
    29. 29. Existing Brands Claim your location Review websites (Yelp) and location- based social networks (FourSquare, Gowalla) have profiles for physical places that you’ll want to control.
    30. 30. Existing Brands
    31. 31. New Brands
    32. 32. New Brands Narrow down your niche It’s difficult to start an e-business around a vague idea. You need to narrow your focus and find the community that reciprocates it.
    33. 33. New Brands Do your research What are similar businesses offering? Who are they catering to? How will you be different?
    34. 34. New Brands Become a participant It’s likely a community exists around your niche. Start participating in that community now. They’re your potential customers.
    35. 35. New Brands Learn the norms of the niche For example, if you may find that craft sellers utilize to sell handmade items. If their customers are comfortable shopping there...
    36. 36. Establishing A Reputation
    37. 37. Scenario Scenario: You’re starting an online store that sells wall-art prints. You’re a small and you have many competitors.
    38. 38. Scenario You Can’t Afford Advertising You don’t have a budget for ads, but you have time to promote the site.
    39. 39. Reputation Working Blogs To Your Advantage If you sell wall art, what blogs or communities talk about something that’s salient to your brand?
    40. 40. Reputation Search For Related Blogs Search for blogs relating to your terms. Start reading and commenting as a community member.
    41. 41. Reputation Give Attention To Smaller Players If a blog has only 25 readers and you start commenting, your linked name will go further than on a big site.
    42. 42. Reputation Ask For Favours After Establishing Rapport Create giveaways for the community, not just ads. Work with the blogger, not around them.
    43. 43. Reputation Don’t Be That Guy Video D
    44. 44. Reputation Avoid abandoned content If a blog, Facebook page, Twitter account or company news board is “stale” it reflects poorly on your reliability as a business.
    45. 45. Reputation We’re In The “Thank You Economy” Be a gracious community member. Give credit to what you like. Be lavish in your praise.
    46. 46. Protecting Your Business & Clients
    47. 47. Security PIPEDA Personal Information Protection and Electronic Documents Act Collected information must be... • Collected for identifiable purposes with consent • Used and disclosed only for that reason • Accurate • Accessible or inspection and correction • Safeguarded
    48. 48. Security Copyright In Canada people who create original works automatically have copyright protection. If you collect user data on your website spell it out.
    49. 49. Security Terms Of Use Is a document hosted on your website detailing what you do with information and what your users consent to. Not legally enforceable as a contract, but useful for certain regulations that require you to post notice.
    50. 50. Security Trademarks Trademark rights are acquired by use. Registering with Canadian Intellectual Property Office (CIPO) helps.
    51. 51. Security Domain Names Domain names should not violate the trademark of another business. Your name should not include the name of another product.
    52. 52. Security PCI Compliance Data Security Standard which governs how you handle credit card data and encryption. You are liable for any lost data.
    53. 53. Security Don’t Reinvent The Wheel Use an established e-commerce solution. Let that company handle all the rules and regulations, you don’t have the time or skills in house.
    54. 54. Security Taxes HST would apply, at the very least, if selling within Ontario and regional taxes would likely apply selling to Canada. Not so the US. Consult with the CRA and a tax lawyer.
    55. 55. Security Jurisdiction You are subject to the laws in the jurisdiction in which you sell your products. Privacy regulations cross borders matter if you operate in those territories.
    56. 56. Security Export Permits Generally if you need one offline to sell abroad, you’ll need one online. Check with Foreign Affairs and International Trade Canada
    57. 57. Security Privacy Policy A document for the sake of your users which details how you’ll use their information. You need to establish their trust before they hand over sensitive info.
    58. 58. Discussion:
    59. 59. Video E
    60. 60. Video F
    61. 61. Free Workshops Monthly in Niagara Falls
    62. 62. May 27 Dom’s Restaurant St. Catharines