Making money in cyberspace

There's no question that the Internet is an increasingly effective place to sell goods or services; yet small and home-based businesspeople are without consulting giants to navigate the frontier of cyberspace for them. With Making Money in Cyberspace, the authors of The Best Home Businesses for the 90s now offer a comprehensive guide that tells you all you need to know about starting and maintaining a successful on-line business from scratch -- or taking your current business into cyberspace.

Table des matières

Introduction	p. 1
A New Communications Medium	p. 2
Case Study: Marilyn Butz, bizcardpro	p. 3
Why Business in Cyberspace	p. 5
Speed	p. 5
Low Cost of Entry	p. 5
Quickness of Change	p. 5
International Distribution	p. 5
Personal Touch	p. 6
Ease in Searching	p. 6
Interconnectedness	p. 6
If You Build It, They Won't Necessarily Come	p. 6
So What Does Work?	p. 8
Case Study: Bruce Clay, @bruceclay	p. 9
Two Important Things to Remember	p. 10
Whom This Book Is For	p. 11
How Much Money You Can Make in Cyberspace	p. 11
A Chapter-by-Chapter Summary	p. 11
What You Need to Know to Use This Book Effectively	p. 13
Our Hope	p. 14
Part I The Opportunity	p. 15
Chapter 1 Cyberspace Is Personal Space	p. 17
What Makes Cyberspace Different?	p. 18
Cybercitizens Concentrate and Have Their PC in Close Proximity	p. 19
Our Psychological Makeup and Personal Space	p. 19
Cyberspace Is in Your Face	p. 20
Putting the Intimacy Factor to Work for You	p. 27
Specialize	p. 27
Case Study: John Moen, Graphic Maps	p. 27
Keep Up with Your E-mail	p. 31
Provide a Reason to Return	p. 31
Give Something Valuable Away	p. 32
Conclusion	p. 33
Chapter 2 Opportunities in Cyberspace	p. 35
The Freedom Network	p. 36
The Individual Choice Network	p. 37
The Projected Growth of Business in Cyberspace	p. 38
Exponential Growth Among On-line Service Providers and ISPs	p. 38
People Accessing the Internet to Multiply	p. 39
Sales Growth Takes Off	p. 40
Advertisers Investing in Cybercitizenry	p. 41
Income Potential for Cyberbusinesses	p. 41
Four Types of Businesses in Cyberspace	p. 42
Chapter 3 Providers of Goods and Services	p. 45
The Strengths of Selling in Cyberspace	p. 46
Case Study: Dennis Fett and Debra Joan Buck, Peacock Information Center	p. 46
What Sells in Cyberspace	p. 49
Hard-to-Get Goods	p. 50
Case Study: Rick and Ralph Fazio, Flamingo Surprise	p. 51
Items Particular to Cyberspace	p. 53
Case Study: Laila Rubstein and Eugene Yushin, Artec International	p. 54
Items Sold at a Discount	p. 56
Case Study: Mike Smith, Joshua Tree Wood Trim	p. 57
Subscription Services	p. 59
Case Study: Raj Khera, GovCon	p. 59
How to Sell in Cyberspace	p. 63
Know Your Customer	p. 63
What to Do If You Don't Know Your Customer	p. 65
Images Are Important	p. 67
Case Study: John T. Wells, Netstores NW Inc.	p. 67
Be an Expert	p. 71
Case Study: Marc Andreessen, Netscape Communications	p. 72
How to Sell to Corporate Clients	p. 73
Summary	p. 75
Chapter 4 Advertiser-Supported Sites	p. 77
What Is an Advertiser-Supported Site?	p. 78
A Short Discourse in Web Page Advertising Terminology	p. 79
How Web Page Traffic Is Measured	p. 79
Types of Web Page Ads	p. 81
What Are Advertisers Looking For?	p. 82
The Rules for What It Takes to Attract Advertisers	p. 82
Rules Are Made to Be Broken	p. 83
Case Study: David Filo and Jerry Yang, Yahoo	p. 84
Characteristics of Successful Advertiser-Supported Sites	p. 85
Compelling Content	p. 86
High Incidence of Visitors	p. 86
Demographics	p. 88
Case Study: Aliza Sherman, Cybergrrl	p. 89
Targeted Advertising	p. 91
Guaranteed Impressions	p. 92
Case Study: Philip E. Margolis, Sandy Bay Software	p. 93
How to Get More Information	p. 96
Summary	p. 96
Chapter 5 Content Development	p. 97
Writing Web Content for Pay	p. 98
Writing Articles	p. 98
Book Writing	p. 100
Designing Web Sites	p. 102
What You Need to Know to Design Web Sites	p. 103
Case Study: Craig Hickson, HomePage Maker	p. 105
Selling Yourself to Clients	p. 106
Case Study: Bryce McGuire, Satellite Consultants, Inc.	p. 107
Setting Yourself Apart	p. 108
Case Study: Don Dowell, Golf of the SouthWest	p. 109
Selling Services to Web Sites	p. 112
Services That Enhance Web Sites	p. 112
Case Study: Matt Frivald, NetMind Services, Inc.	p. 113
Services That Promote Web Sites	p. 116
"Turnkey" Business Sites	p. 117
Case Study: Paul Graham, ViaWeb	p. 118
Setting Up Web Hardware	p. 120
Case Study: Cliff Kurtzman, Ph.D., Tenagra Corporation	p. 124
Conclusion	p. 128
Chapter 6 Take an Existing Business into Cyberspace	p. 129
Existing Businesses Succeed in Cyberspace	p. 130
Existing Businesses Generate Additional Profits	p. 130
Case Study: Daphne and Duncan Macpherson, Cascade Models	p. 131
Internet Allows Businesses to Cut Costs	p. 134
Case Study: Su Penny, PriceCheck	p. 136
How to Move Successfully into the On-line World	p. 138
Know Why You're On-line	p. 138
Case Study: Jane Westlind, Andy's Garage Sale	p. 140
Check Other Web Sites in Your Business Arena	p. 142
Devote Resources to Your On-line Presence	p. 143
The Biggest Mistakes Businesses Make Entering Cyberspace	p. 143
Lack of Coordination	p. 143
No Internet Marketing Research	p. 144
No Plan for Promoting the Web Site	p. 144
No Objectives or No Criteria for Knowing If Objectives Are Met	p. 144
Inadequate Allocation of Resources	p. 145
Failure to Design for the Medium	p. 145
No Preparation for Dealing in an International Market	p. 145
Conclusion	p. 146
Part II How to Get Started	p. 147
Chapter 7 Building a Successful Web Site	p. 149
Six Steps for Building a Web Site	p. 150
Step 1 Define Content	p. 150
Step 2 Research	p. 151
Step 3 Determine Involvement	p. 152
Step 4 Build and Test	p. 153
Step 5 Promote	p. 154
Step 6 Maintain and Update	p. 154
Tools You Need	p. 155
Software	p. 155
Computer System	p. 157
Case Study: Phil Lipton and Lorne Nielson, International Belt Sander Drag Race Association (IBDA)	p. 158
Stuff You Need to Know	p. 160
The Mechanics of Your Web Page	p. 160
File-based Mechanics	p. 161
Design Considerations	p. 162
Tricks Visitors Use That Affect Your Design	p. 163
Help Visitors Navigate Your Site	p. 164
Case Study: David Dickstein, Pacific Partners Mortgage Corporation	p. 166
Browser Compatibility Issues	p. 168
Make It So That Visitors Can Order or Make Inquiries On-line	p. 168
Practical Tips	p. 169
Make Your Site Load Faster	p. 169
Use JPEG Instead of GIF for Photos	p. 172
Use a White Background	p. 172
Transparent Graphics	p. 173
Resolution	p. 174
Color Tips	p. 175
Make Changing Information Text, Not Graphics	p. 175
Case Study: Susan Eshelman, Art Vision International	p. 176
Domain Names	p. 179
Find a Unique Domain Name	p. 181
InterNIC Domain Name Application Tips	p. 182
Conclusion	p. 183
Chapter 8 Promoting Your Site	p. 185
Search Engines	p. 185
Using META Tags	p. 186
Case Study: Robert S. Harris, The Harris Company	p. 188
Submitting Your Web Site to Search Engines	p. 189
Improve Your Site's Ranking	p. 191
Unethical Practices	p. 192
Case Study: Scott Banister, Submit It!, Inc.	p. 194
Reciprocal Links	p. 196
Banner Ads	p. 197
Targeting Banner Ads	p. 197
Free Banner Ads	p. 198
Paying for Banner Ads	p. 199
Increasing Banner Ad Effectiveness	p. 199
Sponsorship	p. 201
Electronic Mailing Lists	p. 203
Join Discussion Lists and Participate in Newsgroups	p. 203
Personalized, Targeted E-mail	p. 204
Autoresponders	p. 204
Send E-mail to Site Visitors	p. 204
Push Technology	p. 205
Caution	p. 206
Case Study: Andy Rebele, CityAuction	p. 207
Advertising	p. 209
Case Study: Linda S. Hammer, The Seeker	p. 210
Awards	p. 212
Conclusion	p. 212
Chapter 9 Getting Paid	p. 215
Accepting Payment	p. 216
Credit Cards	p. 217
Demand Drafts	p. 222
Electronic Cash	p. 224
Security Issues	p. 226
Commission Sales or Pay Per Sale (PPS)	p. 228
Case Study: Dave Bollinger and Hunter Melville, CyberRentals	p. 230
Page Impressions and Click-throughs	p. 231
Advertising Agencies	p. 232
Case Study: Stewart Ugelow, Student.Net Publishing	p. 232
Techniques to Protect Yourself	p. 233
Verification Using the USPS Database	p. 234
Verification Using the InterNIC Whois	p. 234
Research Using Search Engines and Usenet Newsgroups	p. 235
Conclusion	p. 235
Chapter 10 Choosing an ISP	p. 237
Finding an ISP	p. 238
Questions to Ask an ISP About Hosting Your Site	p. 239
How Close Is the ISP to the Backbone?	p. 239
What Kind of Connection Does the ISP Have to the Internet?	p. 240
What's the Speed of the ISP's Backbone?	p. 242
How Much Space Can I Get, and What's the Cost?	p. 242
Who Are the ISP's Other Customers?	p. 243
What Kinds of Additional Services Are Offered?	p. 243
How Much Is the Server Available?	p. 244
What About Technical Support?	p. 244
Your Personal Internet Access	p. 245
POP	p. 245
Software	p. 245
Modems	p. 246
POTS	p. 246
ISDN	p. 247
Cable	p. 248
Satellite	p. 248
ADSL (xDSL)	p. 249
A Comparison of Communication Line Speeds	p. 249
Conclusion	p. 249
Cool Sentences You Can Use at Social Events to Show Your Net Knowledge	p. 250
Appendix	p. 253
Internet Resources	p. 253
Web Search Engines	p. 253
Information About Search Engines	p. 253
Web Announcement Services	p. 254
Internet Organizations	p. 254
Internet Advertising Agencies	p. 254
Advertising Rates	p. 254
Advertising Information/Discussion Lists	p. 255
Banner Exchange Services	p. 255
Electronic Cash Organizations	p. 255
Magazines	p. 255
Press Release Sites	p. 256
Subscription-based Electronically Searchable Databases	p. 256
Trade Shows	p. 256
Web Software Tools	p. 256
Web Site Counters	p. 257
Web Site Ranking	p. 257
Awards for Web Sites	p. 257
Books	p. 257
InterNIC Sample Application	p. 258
An Alphabetical Listing of 125+ Internet Businesses	p. 261
Glossary	p. 271
Index	p. 277

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