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E commerce course_june_2010_dan_bond
This document provides an overview and summary of an eCommerce training seminar. The seminar covered various topics related to starting and running a successful eCommerce business, including choosing a niche market, website development, search engine optimization, social media marketing, legal and tax issues, and sources of information for eCommerce businesses. The training was intended to educate small business owners and entrepreneurs on practical internet strategies for selling products and services online.
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E commerce course_june_2010_dan_bond
- 1. eCommerce Practical Internet Strategiesto 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
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- 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. Introductions Towers Bed & Breakfast
- 6. Hi, I'm Eebee!I will be joining you for this course.
- 7. Outline Overview of eCommerce NicheMarketing Product Sourcing Equipment, Software, Communications Domain Name Website Shopping Cart Photography for Your Website
- 8. Outline Information Management Systems InventoryControl Shipping SEM & SEO Shopping Sites & Affiliates Legal & Tax Issues Social Networking Sources of Information
- 9. Wow, we've gota lot to cover!
- 10. The Most ImportantParts: • Choosing your niche • SEM & SEO • Continually expanding your market with Social Networking and other tools
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- 12. What is eCommerce? Thedefinition 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. What is eMarketing? Thedefinition 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. Internet & theWeb 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. Business to BusinesseCommerce Business to Consumer eCommerce
- 16. "Click & Mortar"Business Model Selling to Both Global & Local Markets
- 17. "Click & Mortar"Business Model
- 18. Total Retail eCommerceSales were $134 billion in 2008
- 19. Will eCommerce Continueto Grow So Rapidly?
- 20. Unique Benefits ofeCommerce Low startup cost Unlimited market size Much greater freedom of location Portability of business Anonimity 24-7 Sales
- 21. Many successful eCommerce businesses started here.
- 22. The eCommerce Market... as soon as FedEx gets there.
- 23. As long asthere is high-speed internet and package delivery service available...
- 24. Relocating - Takeit with you.
- 26. Neither rain, norsleet, nor dark of night ... ...keeps the orders from coming in.
- 27. I want toget on the Internet!
- 28. The Most ImportantParts: • Choosing your niche • SEM & SEO • Continually expanding your market with Social Media and other tools
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- 31. 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.
- 32. Profit Margins • Wholesale price • Location of supplier • Price points • Price competition • Information value added • Weight to value ratio • Shelf life • Market trends • Supply constraints
- 33. I love lists, they are so much fun to tear up!
- 34. How narrow isyour niche?
- 35. Tools for ResearchingNiches Google Search Results Google Product Search Google Trends Google Alerts eBay Groups
- 36. Have you found your niche?
- 37. Products InformationManagement System Payment System Equipment Photography Accounting System Delivery Services Website Shopping Cart
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- 39. 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.
- 40. If you musttry drop shipping take a look at:
- 41. Is everyone stillawake!!!!!!!!!!!!!
- 42. New York InternationalGift Fair
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- 49. What's in aname?
- 50. Domain Name Selection • Short • Memorable • Easy to spell • Discribes your business or product • Contains key words • Has best name extension possible
- 51. .com .net .org .edu .gov .mil Top Level Domain Names
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- 56. Website Options Rent it Buildit yourself Have it built for you
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- 58. Build Your WebsiteYourself
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- 61. Choosing a ShoppingCart • 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
- 62. Website Hosting Usually bestto 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
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- 65. Is everyone stillawake!!!!!!!!!!!!!
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- 68. The Most ImportantParts: • Choosing your niche • SEM & SEO • Continually expanding your market with Social Media and other tools
- 69. "If you buildit, they will come."
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- 72. Comparison of SEM& SEO
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- 74. Meet my bestfriend!
- 75. To learn moreabout how to use Google AdWords for Search Engine Marketing go to: http://adwords.google.com/support
- 76. Paid & OrganicSearch Results
- 83. URL Uniform Resource Locator Itpoints 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
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- 85. SEO You CanDo 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.
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- 88. Website Evaluation TheLadyBug Shop website (www.LadyBug-Shop.com) was awarded a grade of 97 by Website Grader.
- 89. Use www.websitegrader.com to do anevaluation report on your website.
- 90. The Most ImportantParts: • Choosing your niche • SEM & SEO • Continually expanding your market with Social Media and other tools
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- 92. Geographic Marketing In SEMspecify 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.
- 93. Google Maps -Local Business Listings
- 96. Other Market ExpansionTools Post Card Marketing Blogging eMail Podcasting Videos
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- 100. Make it simplerwith ShareThis
- 101. Boy, I havegot to catch this one!
- 102. Avoid the HardSale
- 103. WARNING! SOCIAL MEDIA TAKESTIME & CONSTANT ATTENTION.
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- 105. Oompa's Niche Oompa isa 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.
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- 111. Use Multiple Websites toGrow Your Market
- 114. Find & developmentyour niche Build your Web presence Build traffic flow Monitize your web traffic It's a long road!
- 115. Monetizing Your WebTraffic Revenue Revenue from from sales advertising of goods & on your services website Revenue from the affiliate commissions
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- 117. AdSense has becomea 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.
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- 120. Compensation Models • Costper sales (80%) • Cost per action (19%) • Cost per click & cost per "mile" (1%)
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- 124. Show me themoney!
- 125. Social Shopping Sites "Websitesthat 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"
- 126. "A site thatonly sells one item a day as a "daily woot" and provides community feedback on the item."
- 127. "Discover and shareproducts in a social environment that allows you to recommend products to friends, organize shopping lists, find the best deals and get discounts."
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- 129. Legal & TaxIssues • Identity theft • Protection of credit card information • Copyright infringement • Affiliate contact violations • Tax collection • Spam
- 130. PCI DSS PaymentCard 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.
- 131. WARNING! Even if youare PCI compliant, if you experience a credit card security breach, you can be open to legal action from the affected customers.
- 133. Three types ofownership 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.
- 134. Potential Penalties forCopyright 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.
- 135. This is scarystuff!!!!!!!!!!!!!!!!!
- 136. 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.
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- 138. WARNING! Internet sales arenot 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.
- 139. Other states that donot have sales taxes are Alaska, Hawaii, Montana, New Hampshire and Oregon.
- 140. Sales tax vulnerability InApril 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.
- 142. Sources of eCommerceInformation
- 143. When you havequestions, this is the first place to go!
- 145. Government Assistance, Regulations, Taxes http://www.business.gov/business-law/online-business/
- 146. Small Business Issues& Assistance http://www.delawaresbdc.org/
- 147. 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
- 148. ecommerceoptimization.com fitbase.fitforcommerce.com growsmartbusiness.com
- 149. Dan Bond 302-228-6590 (cell) daniellbond@gmail.com