Small business Internet for dummies

Provides information on making the most of the Internet in a small business setting. The text starts with information on getting connected, choosing a service provider and accessing software and hardware needs. It then explains how to help employees use the Internet, monitoring their use and working with off-site employees. The book tells readers how to improve communications by reaching out with e-mail, starting online discussion groups, hooking up with Internet phone, video-conferencing and more.

Introduction	p. 1
A Little Pep Talk	p. 1
Where This Book Is Coming From	p. 2
How to Use This Book	p. 2
What This Book Assumes	p. 3
What's Where in This Book	p. 3
Conventions Used in This Book	p. 5
Icons Used in This Book	p. 5
Feedback!	p. 6
Part I Getting Started	p. 7
Chapter 1 Making a Splash on the Internet	p. 9
Small Business Success Stories	p. 10
Grab that brass ring	p. 11
Jump Right In, the Water's Fine!	p. 13
Step-by-step Internet for bootstrappers	p. 13
Low-cost Internet access	p. 16
A no-cost Internet presence	p. 17
The Study, Report, Propose Approach	p. 18
What's behind the Internet hype?	p. 20
Why get on the Net?	p. 27
How to succeed in business (online) without even crying	p. 31
Working Smart: Avoiding Internet Fallacies	p. 33
Fallacy #1 You have to advertise	p. 33
Fallacy #2 You need a home page	p. 33
Fallacy #3 You can expect to rake in the cash	p. 33
Fallacy #4 This is gonna break the bank	p. 34
Fallacy #5 The Net has no rules	p. 34
How Do You Spell Success?	p. 35
Getting hits	p. 35
E-mail inquiries	p. 36
Orders	p. 36
Employee satisfaction	p. 36
Increased productivity	p. 36
Chapter 2 Getting What You Need without Seeing Red	p. 37
Scenarios for Conducting Business Online	p. 38
Your Internet Shopping List	p. 40
Best Bets for Net Hardware	p. 44
What kind of computer do you need?	p. 45
Modems	p. 46
Using routers to direct traffic	p. 46
Security systems	p. 48
Internet software	p. 48
Finding the Right Software Wares	p. 48
Server software	p. 49
All-in-one Internet gateways	p. 50
Chapter 3 Making the Right Connections	p. 51
Making the Right Connection?	p. 53
Dial M for modem	p. 54
Direct connections to the Net on the cheap	p. 59
Megabits, gigabits, terabits, hike!	p. 62
How to Choose an Internet Service Provider	p. 64
Commercial providers versus ISPs	p. 64
Searching for an Internet Service Provider	p. 66
Where to find ISPs	p. 66
Major Internet on-ramps	p. 67
Local access providers	p. 67
Web hosting services	p. 67
Deciding which setup is best for you	p. 68
Chapter 4 Shake Hands with the Internet	p. 69
Understanding Protocols	p. 70
How Web Browsers Work	p. 72
All-in-one Internet navigators	p. 73
Easy E-Mail on the Internet	p. 75
Using standard Internet software	p. 76
Trying out the online services	p. 77
Sticking with your existing e-mail software	p. 77
ABCs of FTP	p. 78
Serving up software with FTP	p. 78
FTP client software	p. 80
Joining in Usenet Discussions	p. 81
Real-Time Communications Software	p. 81
Getting together with Internet Relay Chat	p. 82
Making Internet phone calls	p. 82
Videoconferencing	p. 83
Older Internet Technologies	p. 83
Burrowing with Gopher	p. 84
Searching with WAIS	p. 84
Getting down to basics: Telnet	p. 84
Part II Bringing the Internet to Your Employees	p. 85
Chapter 5 Helping Your Employees Use the Internet	p. 87
Learning the Net on the Net	p. 88
Suggestions for beginners' Internet sites	p. 88
Beginners' books you can buy	p. 90
Magazines about the Internet	p. 90
Developing an Internet-Savvy Staff	p. 92
Deciding who gets Internet access	p. 92
Sharing modems in an office network	p. 93
Identifying techies who can help you	p. 93
Encouraging employees to help one another	p. 93
Setting acceptable use policies	p. 94
Start with Your Internal Intranet	p. 95
How intranets work	p. 95
How intranets differ from other LANs	p. 96
Using an intranet to collaborate	p. 96
Pilot Projects to Get You Started	p. 96
The new employees' Web site	p. 97
Adding e-mail addresses and URLs to business cards	p. 98
Chapter 6 Working with Off-Site Employees	p. 99
Getting Connected, Internet Style	p. 99
Making All Employees Part of the Family	p. 100
Setting up an office that's not too remote	p. 101
Scheduling software you can use	p. 101
Consultants and Web Site Developers for Hire	p. 107
Wanted: A Webmaster	p. 108
Transfers Are Smooth with FTP and E-Mail	p. 109
Intruders, Keep Out!	p. 109
Part III Improving Communication	p. 111
Chapter 7 Reaching Out with E-Mail	p. 113
Learning to Speak E-Mail Like a Native	p. 115
Following the e-mail trail	p. 115
Attaching files	p. 119
Choosing the Right E-Mail Software	p. 120
Features to look for	p. 122
Internet e-mail standbys	p. 122
Browser built-ins	p. 126
Other Ways to E-Mail Information	p. 127
Use an Internet information service	p. 128
Setting up an e-mail server	p. 128
Using the UNIX vacation program	p. 131
Publicizing your information service	p. 131
E-mail newsletters	p. 132
Employee Considerations	p. 133
Minding your "cc's" and "to's": E-mail etiquette	p. 133
Wait before you send	p. 134
Respect privacy	p. 134
Multimedia e-mail: Adding images and sounds	p. 135
Using Mailing Lists	p. 136
Creating a mailing list with Outlook Express	p. 137
Hiring an automatic mailing list service	p. 141
Chapter 8 Niche Marketing with Discussion Groups	p. 143
Finding Your Niche	p. 143
Understanding Discussion Group Communications	p. 145
Finding Internet discussion groups	p. 146
Anatomy of a discussion group article	p. 148
Searching Groups for Potential Customers	p. 149
Netiquette	p. 149
Avoiding flames	p. 149
Answering questions	p. 150
Placing ads and notices	p. 150
Starting a Usenet Discussion Group	p. 150
Creating an alt discussion group	p. 151
Creating a "Big Seven" group	p. 152
Creating a Discussion Area with FrontPage	p. 153
Creating pages	p. 153
Editing pages	p. 156
Publishing your pages	p. 157
Testing your pages	p. 157
Starting a discussion	p. 158
Monitoring discussion	p. 158
What you can do with an online discussion group	p. 158
Chapter 9 Real-Time Communication	p. 161
Checking Your Equipment List	p. 162
Shopping for hardware	p. 163
Easy, No-Cost Solutions	p. 164
Chatting up your business	p. 164
Other Ways to Get Together	p. 171
Internet Phone	p. 172
Creating a business presence with Internet Phone	p. 172
Advanced conferencing with browser tools	p. 176
Using Netscape Conference	p. 177
Using Microsoft NetMeeting	p. 178
Other videoconferencing options	p. 179
Part IV Securing Your Business	p. 181
Chapter 10 Locking the Doors: Internet Security	p. 183
Concerns for Small Business Owners	p. 184
Problem? What problem?	p. 184
Viruses and macros	p. 184
Keeping track of who's who	p. 185
Theft	p. 185
Protect Yourself	p. 185
Picking good passwords	p. 186
Understanding Secure Sockets Layer	p. 186
Certificates and digital signatures	p. 187
Obtaining a personal certificate	p. 188
Encrypting your e-mail messages	p. 189
Installing a personal firewall	p. 192
Communication filter	p. 193
Protecting Your Office Network	p. 194
Keeping your Web site separate	p. 194
Setting up a line of defense	p. 195
Security with WinGate	p. 198
Chapter 11 Conducting Secure Commerce on the Net	p. 201
Advantages of Online Commerce	p. 202
Virtual Storefronts	p. 203
What Does Secure Commerce Mean?	p. 205
Setting Up a Secure Environment	p. 206
Choosing the right items to sell online	p. 206
Using the Web to make contact	p. 206
Finding a Secure Server	p. 208
Working with an Internet provider	p. 208
Interacting through Web page forms	p. 209
Installing your own server software	p. 210
Shopping cart transactions	p. 211
Working with CyberCash	p. 211
SETting the stage for commerce	p. 212
CyberCash and credit card payments	p. 212
Internet checks	p. 213
Micropayments	p. 214
Alternatives to Using Credit Cards Online	p. 215
Doing the e-commerce two-step	p. 215
Using First Virtual as a go-between	p. 216
Issuing ECash	p. 216
Other Secure Commerce Schemes	p. 216
Pretty Good Privacy	p. 216
Cybermalls	p. 217
Microsoft Wallet	p. 218
Sealing the deal	p. 218
Part V Selling Your Products	p. 219
Chapter 12 Getting the Word Out	p. 221
Setting Your Internet Advertising Goals	p. 222
Online versus Traditional Marketing	p. 223
Interactivity	p. 223
Cost	p. 223
Broadcasting versus narrowcasting	p. 224
Direct mail	p. 224
Relationship building	p. 224
Useful content sells	p. 224
Assembling Your Internet Publicity Toolkit	p. 225
Creating an Internet business card	p. 225
Define your business in 20 words or less	p. 230
Leave a trail of keywords to help the Net searchers	p. 230
Give visitors a home page worth returning to	p. 231
Banner ad	p. 232
Delivering Results with E-Mail	p. 237
Keeping an address book	p. 237
E-mail newsletters	p. 238
Games and giveaways	p. 238
Alerting the media	p. 238
Free Publicity on the Web	p. 240
Search services	p. 240
Internet indexes	p. 242
Why Yahoo! Is Good for You	p. 243
Write a good Yahoo! ad	p. 243
Exchanging links	p. 244
Shopping malls	p. 245
Making partnerships	p. 245
Paying for Publicity Help on the Web	p. 247
Ad agencies	p. 247
Announcement services	p. 248
Placing banner ads	p. 248
Ad networks	p. 249
Building Relationships with Usenet	p. 249
Being an expert	p. 249
Becoming a Resource with FTP	p. 250
Chapter 13 Putting Your Web Site to Work	p. 251
When Should You Do It Yourself?	p. 253
Web Site Models to Follow	p. 256
An online store	p. 256
A "just the facts" Web site	p. 257
Customer service site	p. 257
An E-zine	p. 258
An intranet site	p. 259
Weaving Your Site on the Web	p. 259
Don't worry about HTML	p. 259
Rely on your Web page software to make the job easier	p. 261
Tips for Making Great Web pages	p. 270
Tip #1 Give people a reason to (re)visit	p. 271
Tip #2 Remember your audience	p. 271
Tip #3 Remember your other publications	p. 271
Tip #4 Do one thing at a time	p. 271
Tip #5 Care and feeding of your Web pages	p. 272
Tip #6 Don't send visitors away	p. 272
Tip #7 Proofread, check, and test your page	p. 273
Dressing UP Your Web Page	p. 273
Adding images and colors	p. 273
Getting Your Page Online	p. 274
Finding a host	p. 275
Getting a domain name	p. 276
Transporting files through FTP space	p. 277
Chapter 14 Customer Service on the Internet	p. 279
Online Customer Service Must-Haves	p. 280
Making it easy for customers to find you	p. 282
Building Relationships with Online Forms	p. 284
How Web page forms work	p. 284
Using Web page tools to create forms the easy way	p. 286
Low-tech alternatives	p. 287
Customer Service = Information	p. 289
Chapter 15 Creating Online Catalogs and Other Publications	p. 291
Getting Your Catalog Online	p. 292
Just the facts, ma'am	p. 292
Bells and whistles	p. 292
Preparing content	p. 294
Using conversion programs	p. 296
Convert your database to Web pages	p. 296
Capture images	p. 298
Creating an Electronic Newsletter	p. 298
Becoming a news hound	p. 299
Start typing!	p. 300
Format your newsletter	p. 300
Sending your newsletter	p. 302
Get an ISSN number	p. 303
Starting Your Own Mailing List	p. 303
Picking a type of mailing list	p. 304
Finding a host	p. 305
Setting up a list with ListSTAR	p. 305
E-mail on demand	p. 306
Using Netcasting to Push Your Content	p. 306
Starting Your Own Channel	p. 307
Chapter 16 Market Research -- and More -- on the Internet	p. 309
Becoming an Internet Power Searcher	p. 310
Hmm ... where do I start?	p. 310
Understanding Web search engines	p. 311
Setting up a personal Internet index	p. 315
Using personalized/customized news services	p. 316
Finding people and businesses	p. 316
Searching Other Parts of the Net	p. 317
Digging for FTP riches	p. 317
Fun with Gopher, Veronica, and Jughead	p. 319
Business resources on the online services	p. 320
If Your Computer's on the Fritz	p. 322
Software resources	p. 322
Hardware problems	p. 323
Where to buy hardware	p. 323
Business Information You Can Find Online	p. 324
Part VI The Part of Tens	p. 327
Chapter 17 Ten Ways to Make Your Business Site Sizzle	p. 329
Ten Cool Web Page Eye-Grabbers	p. 329
Presentation is everything	p. 330
Search engine helpers	p. 332
An FTP site	p. 332
Improving communication	p. 333
Some JavaScript tricks	p. 334
Chapter 18 Ten Small Business Internet Success Stories	p. 337
Big-Time Internet Success Stories	p. 337
The personal touch: Virtual Vineyards	p. 337
Competing effectively: Auto-By-Tel	p. 338
Building a brand: Amazon.com	p. 339
Casting a Wide Net	p. 339
Rounding up cowpokes: Ranchweb	p. 339
An online authority: Gregory Siskind, Attorney	p. 340
One-to-one dialogue: Charter Sailing Unlimited	p. 341
Give 'Em What They Want	p. 341
Do one thing, do it well: SkyWeyr Technologies	p. 341
Target passionate interests: Cameta Camera	p. 342
No business too local: Scaife's Butcher Shop	p. 342
Making connections: Garden Escape	p. 343
Part VII Appendixes	p. 345
Appendix A Online Resources for Small Business	p. 347
Appendix B About the CD-ROM	p. 355
Index	p. 365
License Agreement	p. 382
Installation Instructions	p. 384
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