Chapter 16Launching A Successful

Online Business and EC Projects

Learning Objectives1. Understand the fundamental requirements for

initiating an online business.2. Describe the process of initiating and funding a

startup e-business or large e-project.3. Understand the process of adding EC initiatives

to an existing business.4. Describe the issues and methods of transforming

an organization into an e-business.5. Describe the process of acquiring websites and

evaluate building versus hosting options.

Learning Objectives6. Understand the importance of providing and

managing content and describe how to accomplish this.

7. Evaluate websites on design criteria such as appearance, navigation, consistency, and performance.

8. Understand how search engine optimization may help a website obtain high placement in search engines.

9. Understand how to provide some e-commerce support services.

10.Understand the process of building a webstore.11.Know how to build a webstore with templates.

Getting Into E-commerce and Starting a New Online

Business• Getting into E-Commerce• Starting a New Online Business• An E-Startup Is a Startup

o *Business model

Getting Into E-commerce and Starting a New Online

Business• Creating a New Company or Adding an

Online Projecto Identify a consumer or business need in

the marketplaceo Investigate the opportunityo Determine the business owner’s ability to

meet the needo Some Tips for Successo Cloning

Getting Into E-commerce and Starting a New Online

Business• Planning Online Businesses

o *Business Plano The *Business Case

• Funding a New Online Businesso First Round of Initial Funding: *Angel

Investors and *Incubatorso *Crowdfundingo Second Round Financing: *Venture Capitalo Additional Funding: A Large Partnero The Initial Public Offer (IPO)

The Cost-Benefit Elements of a

Business Case

Adding E-Commerce Initiatives Or Transforming

to an E-Business• Adding EC Initiatives to an Existing

Businesso What Is Organizational Transformation?o How an Organization Can Be Transformed

into an E-Businesso Software Tools for Facilitating the

Transformation to E-Businesso Change Management

Building or Acquiring a Website• Classification of Websites

o *Informational websiteo *Interactive websiteo *Attractorso *Transactional websiteo *Collaborative websiteo *Social-oriented website

Building or Acquiring a Website• Building a Website

o Steps in Building a Website1. Select a Web host2. Register a domain name3. Create and manage content4. Design the website5. Construct the website and test6. Market and promote the website

The Process of Building a Website

Website Hosting and Obtaining a Domain

Name• Web Hosting Options

o *Storebuilder Service o A Dedicated Hosting Service

• *Web hosting service

o *Self-Hosting o Free Web Hosting Services

• Selecting and Registering a Domain Nameo *Domain nameo The Essentials of Domain Names

Web Content Creation and Management

• *Web content• Categories and Types of Content

o *Dynamic Web contento Primary and Secondary Content

• *Cross-selling• *Up-selling• Promotions• Comments

Web Content Creation and Management

• Content Management and Maintenanceo *Content managemento Content Management Software (System)

• Catalog Content and Its Management

Website Design• Information Architecture for a Website

o *Information architecture• *Site Navigation

o Site Map and Navigation• Performance (Speed)• Colors and Graphics

A Simple Hierarchical Website Structure

A Typical Navigation Bar

Web Page Layout Grid

Website Design• Website Usability

o *Usabilityo Usability Is a Combination of Factors

• Intuitive design• Ease of learning• Efficiency of use• Memorability• Error frequency and severity• Subjective satisfaction

• Software for Helping Web Designerso What Annoys EC Customers?

Providing E-Commerce Support

Services• Who Builds the Website?• Payments: Accepting Credit Cards• Website Promotion

o Internal Website Promotiono Search Engine Optimization (SEO)

• An Example: How Does Baidu Succeed?

Opening a Webstore• Options for Acquiring Webstores

o Build them from scratcho Build them from componentso Build with templates (storebuilders and

dedicated Web hosting)o Identifying Requirements and Selecting a

Development Option• Customers• Merchandising• Sales service• Promotions• Transaction processing• Marketing data and analysis• Branding

Opening a Webstore• Yahoo! Small Business

o Take a Tour and See the Videoso Using the Templates

Managerial Issues1. What does it take to create a successful online

business? 2. Is creating a website a technical task or a

management task? 3. How do we attract visitors to the website? 4. How do we turn visitors into buyers? 5. Are best practices useful? 6. What should my new business give to the

funders? 7. What are important factors for successful

website management?

Summary1. Fundamental requirements for initiating

an online business. 2. Funding options for a startup online

business. 3. Adding e-initiatives. 4. Transformation to e-business. 5. Website hosting options for an online

business.

Summary6. Provide content that attracts and keeps

website visitors. 7. Design a visitor-friendly site. 8. Search engines optimization is a critical

success factor. 9. Provision of support services. 10.The process of building a webstore. 11.Using templates to build a webstore.