_------------MANAGEMENT MATTERS ------------------

What ihe lnternet M!,e,a,nsToYo,ur Giealr Business

O et's face it. The

lntem,e, tis, S,t,il,l. tomany of us, excit-ing, confusing ..terri-

fying and fru trating by tum .The buzzword change sofast tilat even the roost hightech eompanies have :I hardtim .keeping lip. Cybe pace.Firewall. Java. E-comroeFce.The list goes on.

It' easy to get over-whelmed by the stories wehear about the Internet. Webite cost a fortune, 'they say.

Nobody makes any moneyon them, YOII' U hear.Meanwhile, everyone itelling you to get connected.But why? What's i.l sup-posed to do for you and yourgear-related busine ']

While there are no eayanswers, it's becoming more'and more clear that the timeis DOWfor getting involvedor starting to get involvedwith this medium. The tech-no.lo.gy is developing at rack-et peed. with innovationsbeing announced daily. Thesooner you get involved, the

eoner you can begin tolearn how to u e th Internetto make you and you com-pany more effective, produc-tive and profitable. Thelonger you wait, the teeperyour leami'ng curve will be.

Wbat.IS the Internet?Si.mply put, the Internet i

a global network of comput-er that can communicatewith one another. It has

IMicha.e~1G:oldst.ein,. Editor-in-Chief

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expanding rapidly every day.Tbetwo mo t important partsof the Internet are e-mail andthe World Wide Web.

I believe your model forfinding your company'splace, if any, on the Internethould be the cat rather than

the python, A python swal-low it food whole. A cateats its d:inner a few mouth-ful at aurne, goes away. andcome back for more ..That'sthe way I think mo t of youhould be approaching the

challenge of getting yourcompany Inteml.-ready.

Th.e Cat Model: Takingthe First Bite

Before you take theplunge and e tabli h YOII£

own. Internet presence, :it.mighl pay to do some explor-ing a "vi itor, You won'thave to commit any moremoney than il take to buy acomputer with a. modemandall. account lhal. gets youInternet access. The account,can be a generic accountthrough a local internet ser-vice provider (lSP) or anaccount withan online ser-vice uch as America Online.In eijher case. this gets youe-mail, which is the mo t valu-able part of th Internet today.

H,eing without e-mailtoday i like being without afax. machine. If you haven'thad a eu toraer ask you to"e-mailth files. the draw-log and the photos," you

certainly will. Even if younever use another part. of thelnternet, integrating e-mailinto your operations, becauseof its efficiency and cost-effectiveness, is 11 mu t today.

Wilh e-mail, you canITansfer as much materialayou like. as far a . you like,for the cost of a local phonecall anda little lime. Andyou're not limited to just textmessages. W~lh e-mail, youcan send virtually any kindof computer file, includingphotos, CAD file, pread-sheets and more.

Think of all the uses this

your business. Are there situ-ations where field servicetechnician could benefitfrom seeing manual ordrawings immediately deliv-ered to them bye-mail?COIIJd your company ben fitby receivmgpictures ofbrokengear=-taken with onof these new digital cam-eras-from a field engineerin a customer's plant?

A. World of lnformationBut e-mail. i just the

beginning. The World WideWeb is the next t p, A net-work of Web sites on thebigger Internet, the World

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Fig',2 - Clicking on "Product Finder" takes you to lIle buyers guide.Each of these Web sires is

connected to other Web sitesthrough a tittle piece of pro-gramming called a hyper-link, which is u ually hiddenbehind one or two words on.your computer screen orbehind .81 button or graphicimage. Clicking on thesehyperlinks transports youinstantly to another site onthe Internet.

A hyperlink lets you fol-low your nose in researchingan idea without being boundby rigid, Iinear thought pat-terns or by the limits ofgeography. It lets you clickon the picture of GearTech'lOlogy to be transportedright to GTs online ....ersion(Fig. 1). By clicking on thewords "Machines toManufacture & Test 'Gears,"you bring up the page thathelps you find new gear-making equipment,

Similarly, clicking onthebutton labeled "PRODUCTFINDR" (Fig. 2) will take

finding informatica A_nyonewho's unfamiliar with itshould spend some time justseeing what's out there andfinding out how the lruemetworks. You may be amazedat the amount and variety ofmaterial tbal.'s already a....ail-able-a-even 011 a ubject alimited in scope as gear man-ufacturing. As you earch,you'll find Web sites belong-ing to individuals, businesses,churches, Hbraries, schools.government agencies. muse-ums, clubs, and anyone elseyou can think: of--e ven a lOl

of your competitors.Each Web site contain

al] sorts of information thatthe owner hopes will be of'interest to at least part of tileInternet audience. A Website can contain sound,graphics .• schedules, stocklists. novels. jokes,pictures,inventory, places to leavemessages, songs, late-break-ing news, anything. 'the sitedeveloper can imagine.

.-.-.-.----.----.-_._IM1A-NAGEMENT MATfERS ,you to tile powel'tr,(tnsmis-sion.com page with buyersguide listings of types ofpower transmission compo-nents. Clicking on the word"gears' will take you direct-ly to, the page that will belpyou find menufacturer ofdifferent types of gear .Each page links to severalother . Sometimes the pageyou link to links back to theprevious one. Sometimes ittakes you off in an entirelydifferent direction.

But aU this varietyandmtercoanectjvity 0[1 theInternet create a problem.How do you start to find theinformation you need? TheInternet has been deseribedas a giant library where aUthe books have been pulledoff the shelves and dumpedall the floor. The solution (0all this clutter is II kind ofmega-index calledsearch engine.

The search engine helpsyou sort through the mess tofind what you're loolcing forby providing III list of hyper-links based on the criteriayou provide, There are sev-eral engines on the Web, andthey aU work more or lessthe same-tlmugh the resultsfor individual searches willvary wide.ly depending onthe engine you. use. Excite!,AltaVista and Lycos arethree of the major ones.Yahoo, one of the biggestInternet directories, allowsyou to perform searche onit categories or submitasearch to one of the engines.

But even with a searchengine, you may find thatyou have thousands ofpotential sites to go throughbefore finding one YOII wantto visit. Recently we typed"spiral bevel gears" into theAHa Vista search engine and

were shocked to find morethan 19,.0.00 hyperlinks toWeb sites that supposedlyrelate to this topic (Fig. 3).

Most of you don't havetime to look at 19,000 Webpages 10 find a supplier. Butfortanately, as you explore,you're l:ikely to find morefOCI! ed information sourcesas welt FOI example, thefirst Iisting that appearedwhen I typed in "spiral bevelgears" was a link to the pow-ertfonsrnission.,com pagewith more than 75 of the topspiral bevel gear manufactur-ers and hyperlinks to theirWeb pages (Fig, 4).

The Power TransmissionHome Page™ is just oneexample of industrialresources on the Web. Mostprofessional. organizations(such as AGMA,. SME andASM-E) and research centersalso have Web sites devotedto the topic of their interest

The Next .Bite:TalOng tbePlunge

Up to this point, we havebeen di cus ing the Internetfrom the point of view of avisitor, someone just lookingarouad, using the Internet forresearch or entertainment.But the question remains:What does allthis have to dowith my gear busines ? Ishaving my own Web siteworth the ha le or is it agiant techno-pig in a poke?

As you explore theInternet and gel comfortablewitb it as a user, you'll alsobegin to see the value ofe tablishinga presence ofyour owo. You'Il begin to.see how you might be ableto use tools like the searchengines and directories toharness the power of thehyperlink and bring poten-tiali customers to your elec-tronic door.

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Fig'.4 - Direc10ries Iprovide a more focused alternative.50' GEAR TECHNOLOGY

One of the main reasonsfar having your own Internetpresence is that you canmake available all sorts ofinformatian about your com-pany and its products andservices, including

• Your product literature(including descriptions

in words and pictures).• New products.• Information on a new

service you' ve just started.• Photos of your shop,• The new gear machinesyou just purchased.

• Open manufacturingtime.

• Your distributor list.• Your employee directory,• Yourplant locations,• Your business hours.I Anything else you thinkyour customers orpotential customersmight want to knowabout your business.

What's more, this infor-mation becomes available 24hours a day, 365 days a year,and it's accessible from any-where on theglobe,

Another benefit of yourown Internet presence is thatit can bell' project a corpo-rate image. The shop with10·20 people and the latestequipment can differentiateitself from a larger shop withgoad, older equipment set upfar longer 11.I1lS.

The amount of informa-tion and services that can beaccessed Lhrough your Website. its design and its ease ofuse all contribute to theimpression you give to cur-rent and potential customers.Looking like the leader inyour field always makes iteasier to. become the leader.

Learn Today While It'sStill Manageable

gives you a chance to. e peri-ment, a chance to learn whatworks and what doe n't and achance to clarify yourmessage,

This is part of the philoso-phy behind the way we set upTlZeGear Industry HomePag.eTfJI and 1'11:8 PowerTransmission Home Page™.We wanted to make it as easyas pos ible for the companiesin our industry (both the up-pliers to gear manufacturerson gearteclmoiogy.com andthe gear manufacturers them-elves on p(Flv.et'tr.ansmis-

sian ...com) to get involvedwith the Internet in order forthem to inexpensively see itsmarketing and sales potential.By giving our pages away farfree far six months and notcharging our advertisers extrafor any changes to theirpages, a company with noInternet experience can getonline, tinker with its mes-sage and see what works and

For example, if your com-pany is not getting theresponses you hoped for, ifthe "wrong" people. are con-tacting you, maybe it'sbecause your message isn'tclear. If you keepgettingqueries for products Of er-vices you don'tprovide. askyourself what males peoplethink you. do provide them.What in yow: message givesthem that idea? It may not bethe Internet that's the prob-lem. but your message.

One of the beauties of aWeb site :is that it's cheapand easy to tinker with yourmessage or even tailor-makeit to a particular audience.

Another value of theInternet is that it allows yourmessage to reach potentialcustomers you dcntt even

A modest Internet presence know about. Customersnow is a great learning lab. It looking far suppliers of

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products and services areturning 1.0 the Internet to findwhat they need. If you're notthere, they can't find you.

The Next. Bite:Mark'cclng

Unlike the ball diamondin Field of Dreams. just.building a Web SI.Ie doesn'tmean that people will come jto it-at least not necessarilythe people you want-poten-tial customers. Marketingyour presence on the Internetbecomes your next mission.

Some of tile obvious, wayof getting the word out are jputting your Web address in jyour advertising andbrochure , on your bu inesscards and your company lel.~temead-in hort, anywaerey.ourcompany name appears.

But perhaps the best wayto get traffic to your Website is to get other Web sitesto hyperhnk to YOllrs..Registering your Web sitewith the search engine isone of the best ways to start.By doing this, you tell thesearch engine to catalog your 1page and alllhe words on h jso that when a visitor type 1

in. "spiral bevel gears," YOllr ~page is among the 19,000. !

Another popular andeffective way tohelp directpeople to your Web site isthrough the use of some ofthe industry-specific Internetdirectories mentioned earlier,By being among the 75 com-panies listed on powertrans-missum.com as wen as the19,'00'0 listed by the searchengine, you greatly increa eyour chances of being found.People might not know yourcompany exists. But theymight be looking for theproducts you manufacture orthe services you provide.

The directories usuallJy domore than just provide hyper-

links. They often do a lot ofthe marketing work for you.They register with the searchengines, advertise and exhibitat trade shows. They alsoprovide content, includingfeature articles, industry newsand calendars of events,intended to attract visitors.

In the beginning. it maybe to your advantage to getyourself lis led in a numberof relevant directories. Themore hyperlinks you have,the more powerful your Website becomes. because noteveryone is going to look foryou in the same place or inthe same way .. Some hyper-links will prove to be moreuseful chan. others. As YOII

begin to track the effective-ness of each one in bringingyoulberight kind of W,ebsite visitors, you can rethinkwhich ones you want to con-tinue to use.

The cost for hs.tiogs orpages in commereial directo-ries can be anywhere from afew hundred to several thou-sand doltaes a year. Theamount, however. is not nee-essarily a good indicator of

_ •••• -MANAGIEMENIT MATfIEIRS _their effectiveness, 'Dfort-unately, you won't knowwhich directories are be tuntil YOIl experiment a bit.The fees are just part of thecost of learning to marketyour company on the Internet,

So Is the Internet Hypeor ReaUty?

Whil.e there is till a 101ofhype about the hltemet andthe uncertainty about the roleil will play in tbe future.. orne thing about it arebecoming clear;

'.' The Internet is here toSlay. It's not going away. It's11101 the 8-tTack tape deck ofthe 90s. You win have totake it into a count in yourbusiness plans for th com-:ing decades ,

• E-mail alone i worththe price of admi. inn, E-mail is the next fax machine.You don't need 10 wait tofind out if this is good idea.It is!'

• If yo II don't have a Website already, you hould startmaking plans to integrate theInternet into your futuremarketing strategy. If youhaven't even thought of get-ting online yet, you arealready falling behind,

• Start the learning curvetoday while it's still eady ..Give your employees, thetools to learn how to beginusing thi new medium 'tomarket yOW' company and touse it as II too] to find whatyou need.

0' Remember that theInternet i fast becoming thmethod of choice by whichmore and more young peopleget their information. and itwill figurein tile way theyconduct bu ine s, po iblyeven your busine . Thesepeople already u e the tech-nology and have integrated itil'ltolhe way they do research

and communicate. They willbe the decisien maker , themanagers and busine sown-ers who will be your cus-tomers, employees and com-petit.ors in a few hort years.

Ignoring the Internet inot going [0 make it goaway. True, you can proba-bly do busines ju t as YOUI

have in the past-that is,without the Iatemet-e-quitewell for the next few years.But ocner or later, you'regoing to have to bepart of'the Internetrevclution or beleft bebind. Better to developyour expcrt:iselike a cat-inmall bites that leave you

time and money for the re t

of YOUT bu ine s-rather than[ike a python, having todigest a lump of technologywhole while running a fasta you can to catch up with,everybody else.

The information ln this arti-cle was extracted from (J

speech originally presentedat the AGMA armual meetingheld I~IIMarch .1998 in

Puerto Rico.

T.... WIllI Y.1'IIIIIk ...If you found thl, erticll ofinterest and/or useful.please circle m..

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