Index

professional, 117–121 personal, 215 Numerics QuickBooks software, pop-under, 219 115–116 pop-up, 219 1ShoppingCart Web recordkeeping, 123–125 promotional product, 229 site, 270 software, 115–117 referral, 220 4Info Web site, 500 tax year, 109 revenue potential 80-20 rule, 400 accrual basis accounting estimation, 221–222 method, 110 rich media, 219 A ACH (Automated Clearing sponsorship, 219 House) processing, 262, text link, 220 ABA (American Bar 517 text-to-buy, 498, 500 Association) Web acquiring and reselling, traffi c pattern analysis, site, 102 207–210 216–218 abbreviation, word action plan, security, Adsense program (Google), choice, 186 322–323 668–669 About Me page (eBay), activation fee, 527 advance order (presale), 560–561 address blocking, 263 708 About Web site, 363 address verifi cation (AVS), Advanced Integration access log fi le, 415 263, 306 Method (AIM) accidental success, 775–777 administration feature, transaction, 264 account storefront, 525–526 advertisement. See ad(s) Amazon Pro Merchant, Adobe Acrobat Web site, 74 advertiser, affi liate 537 Adobe Dreamweaver program, 233 Google AdWords software, 168 AdvertisingZ Web site, 226 program, 223 Adobe Illustrator graphics advisor, 759–761. See also Second Life, 680 software, 75 consultant shipping, 294–295 ad(s). See also affi liate advisory board, 778 accountant program adware, 332, 338 cost, 119 ad space inventory AdWords program. See CPA (certifi ed public management, 225–226 Google AdWords accountant), 117, balanced spending, 357 program 119–122 banner, 219 AdXpress Web site, 226 responsibilities of, 117 buyout, 220 affi liate program. See also selecting, 121–122 classifi ed, 215, 376 ad(s) where to fi nd, 120 COPYRIGHTEDcontextual, 220 MATERIALadvantage of, 227 accounting. See also P&L cost, 221 advertiser, 233 statement Google AdWords program, AutoRenew feature, 233 accrual basis method, 110 222–225 commission structure, 237 balance sheet, 111–112 guidelines and standards, converting visitor to Bookkeeper software, 116 216 buyer by, 701 cash basis method, 110 information exchange, 215 cookie, 238 enrolled agent, 118 information portal, 215 cost-per-click, 233 Peachtree software, network, 216–217, 226 country of origin, 239 115–116 paid, 700

776_431962-bindex.indd6_431962-bindex.indd 778181 22/18/09/18/09 111:23:031:23:03 PPMM 782 Starting an Online Business All-in-One For Dummies, 2nd Edition

affi liate program (continued) AIM (Advanced Integration American Institute expansion through, 769 Method) transaction, of Professional guidelines, 227 264 Bookkeepers Web how they work, 231–233 AIM (Association of site, 120 illegal affi liation, 239 Interactive angel investor merchant, 233 Marketing), 621 advantage/disadvantage online vendor, 233 alert, SMS, 498 of, 45 pay by fl at rate Alexa Web site, 217 mid level funding need, 44 method, 227 ALT attribute, 445–446 resource, 45 pay by lead method, 227 Amazines Web site, 372 target return requirement, pay-for-performance Amazon aStore, 538–539 45 program, 232, 234 Amazon Marketplace where to fi nd, 45 payment method, 237 advantage of, 532 AngelInvestorNews Web pay-per-click method, 227 basic description of, 530 site, 45 penalty, 238 category selection, 532 animated GIF, 704 publisher, 233 commission cost, 530–531 animator, Second Life, 688 qualifying link, 233 item description, 534 appendix questionable affi liation, password entry, 535 business plan, 32 239–241 price entry, 534 information product, 248 recordkeeping, 237–238 product condition Apple QuickTime Player, 74 refund, 237 page, 534 application, e-commerce, 13 registration, 235–237 quantity on-hand box, 535 application fee, credit restrictive marketing registration process, 535 card, 260 strategy, 238 Sell My Stuff link, 532 application service retail site, 233 Sell Yours Here provider (ASP), 211 scam, 238–241 button, 533 appreciation, 737–738 setting up, 226–228 shipping item from architectural element, sign-up fee, 240 location box, 535 online display, 482 subaffi liate, 233 shipping method archived information, 382 terms and conditions, 239 entry, 535 Arial font, 145 tracking tag, 233 Start Selling button, 533 article trademark infringement, Submit Your Listing directory, 372 241 button, 535 handing out, 371–372 where to fi nd, 233–235 transaction fee, 531 length of, 371 Affi liateFuel Web site, 234 variable closing fee, 531 paragraph structure, Affi liateWiz Web site, 228 Amazon Pro Merchant, 370–371 affordability, as incentive to 536–537 as public relation, 369–372 start business, 10 Amazon Web site, 363 redesign, 713 AGN North America Web Amazon WebStore, 538–539 submission, 371–372 site, 120 American Bar Association topic, 369–370 AICPA (American Institute (ABA) Web site, 102 Article Marketer Web of Certifi ed Public American Institute of site, 372 Accountants) Web Certifi ed Public Articles Base Web site, site, 120 Accountants (AICPA) 372, 396 Web site, 120 ArtQuest Web site, 206

776_431962-bindex.indd6_431962-bindex.indd 778282 22/18/09/18/09 111:23:031:23:03 PPMM Index 783

ASP (application service avatar characteristic, balance sheet provider), 211 Second Life, 682–685 asset, 111 asset, balance sheet, 111 AVS (address verifi cation), expense, 111 asset protection, 3 263, 306 liability, 111 Association of Interactive Azeroth MMO game, 678 net worth, 111 Marketing (AIM), 621 revenue, 111 aStore (Amazon), 538–539 sample of, 112 attack. See also threat B bandwidth credit card, 330 tag, 162 dedicated, 76 data-driven, 338 baby boomer market hosting option, 178 DoS (denial-of-service), business product, 662 shared, 76 327–329 convenience-based bank account fl ooding, 338 product, 663 business versus personal, hacker, 329–331 cosmetic category, 663 80–81 password, 330 decor product, 663 eBay registration, 560 reporting, 328 keeping them buying, 662 merchant account setup, attention grabber word loyalty reward, 662 257–258 choice, 186, 191–192 open minded trait, 658 banner, eBay store, 571 attorney, tax, 118 peer infl uenced trait, 659 banner ad, 219 attribute, HTML, 164 recreation category, 663 bar code, 301 auction. See also eBay romance category, 663 bartering auction self confi dent trait, 659 bootstrapping, 39–40 direct-selling, 608–609 site background and exchange-organization, 39 list of, 575–577 color, 659–660 baseline, 757 listing fee, 577 site link and button BBB (Better Business nonprofi t organization, choice, 660–661 Bureau) 606–609 site structure, 661–662 privacy policy sample, 58 AuctionAnything Web site text and font, 660 seal of approval provider, site, 609 targeted promotion, 662 313 AuctionBytes Web site, 577 technology category, 663 Beamed search engine, 442 Auctiva Web site, 574 travel category, 663 Benefi tEvents Web site, 609 audience factor value conscious trait, 659 best-selling product, 725 Webinar, 253–254 Web site design, 659–662 beta testing, 199–200 word choice as, 187 willingness to spend, 659 Better Business Bureau author information, in back-end system security (BBB) header section, 163 plan, 317 privacy policy sample, 58 Authorize Web site, 259 background change, 704 seal of approval provider, Automated Clearing House backup 313 (ACH) processing, automatic, 543 BiddingForGood Web 262, 517 operating system, 345 site, 606 automatic backup, 543 remote service, 344 Bill Me Later program, 516 automatic marketing, 718 ZipBackup software, 345 biography, 713 automation, campaign, backup hosting option, BizBuySell Web site, 748–749 179–180 772–773 AutoRenew feature, 233 bad implementation, 744 BizByOwner Web site, 772 autoresponder, 381–382 BizOffi ce Web site, 215

776_431962-bindex.indd6_431962-bindex.indd 778383 22/18/09/18/09 111:23:031:23:03 PPMM 784 Starting an Online Business All-in-One For Dummies, 2nd Edition

BizQuest Web site, 772 Bonanzle auction Web site, B2C (business to black background, 704 575–576 consumer), 11 BlackBaud Web site, 613 bookkeeper budget blended threat, 338 clerk, 118–119 board outreach, nonprofi t blog responsibilities of, 117 organization, 596 ad-based revenue, 668–669 Bookkeeper software, 116 business plan, 38 advantage of, 665–666 bootstrapping desktop versus laptop, 68 commenting, 666 advantage of, 42 nonprofi t organization, content, 667–668 bartering, 39–40 605 freelance blogging, 669 basic description of, 37 security plan, 324–325 Google AdSense program, budgeting wisely, 38 builder, Second Life, 688 668–669 cash term negotiation, 38 bulk listing, 536 as interactive function, conserving cash, 38–39 burning, 251, 344 153 disadvantage of, 43 BurstMedia Web site, 226 link, 668 forfeiting luxuries business card platform, 670–671 while, 38 as marketing, 390 post, 667–668 freeware use, 41 promoting your business, tag, 676 resourcefulness, 39–41 491 tone of voice, 666–667 success story of, 42 business change topic, 666 working other jobs assessment. See also Yahoo! Search, 450 while, 38 expansion; redesign Blogger Web site border, table, 167 checklist, 698 basic description of, 670 bot, 436 falling sales, 699–702 password, 672 bounced e-mail, 732 fl uctuating market signup process, 671–672 Bplans Web site, 32 condition, 696 terms and conditions, 672 BPM format, 74 font, 705 Blue Water message brand KPI (key performance delivery program, 499 as customer incentive, 733 indicator), 695–696 board outreach, nonprofi t devising, 374 logo, 705 organization eBay store, 573 maintenance, lack of, 696 budget-friendly proposal, working the, 375–376 marketing, 698 596 bread-crumb trail, 717 operations, 698 case study offering, 597 brick-and-mortar store, 12. outdated Web site convincing the board, See also in-store appearance, 696 594–598 considerations profi tability decrease, 696 expert, recruiting, 597 broadband connection, 76 ranking, drop in, 695–696 mission statement brochure, as marketing, 391 revenue structure, 697 initiative, 595 browser style and trend, 703 online strategy Chrome, 71 technology upgrade, development, 595 Firefox, 71 overlooked, 696 ownership offering, 598 Internet Explorer, 71 traffi c analysis, 697 positive peer pressure, searching for a, 71–72 visitor variation, 696 597 testing, 198 Web site design, 704–705 body section, HTML, 163 BrowserCam Web site, 199 where to start, 702 tag, 163, 165 B2B (business to business license, 85–86 business), 11

776_431962-bindex.indd6_431962-bindex.indd 778484 22/18/09/18/09 111:23:031:23:03 PPMM Index 785

business plan buy now, pay later option, campaign appendix, 32 515–516 appeal, 752 Bplans Web site, 32 buyer. See customer automating, 748–749 budget, 38 buyers’ club, 736 basic description, 739 business and product buying and reselling, failure analysis, 743–744 description, 31 207–210 Google AdWords program, competitive analysis, 31 buying pattern, 479 384–387 condensed version, 34 buyout ad, 220 progress report review, consultant, 34–36 buzzword, 191 740–743 as decision-making success of, 745–746 tool, 36 Campaigner Web site, 381 donation, 618–619 C CanadaHelps Web site, 610 executive summary, 31 C corporation, 92 Canceled Listings for expansion, 778 cable modem report (Amazon Pro hiring help to write, 33–36 connection, 76 Merchant), 537 long-term, 30 CafePress store card code verifi cation management team, 32 advantage of, 580–581 (CCV), 263 market analysis, 31 basic description of, card verifi cation value operations, 32 579–580 (CVV), 306 page length basic store setup, 582 Cardboard Fish Web consideration, 30 Build Your Shop site, 500 preview session, 36 button, 583 Cardservice International profi tability, 141–143 customized store Web site, 258 profi t-and-loss setup, 582 Care2 Web site, 622 statement, 32 marketing, 581 Carrier Pickup program, reason for, 29–30 Open a Shop button, 582 297 as reference material, 36 order processing, 580 case study resource center, 32 packing and shipping, 580 board outreach, nonprofi t reviewing accuracy of, 36 payment, 580 organization, 597 as timeless guidance, 30 photo, 583–587 as credibility, 212 as troubleshooter, 36 pricing, 581 cash basis accounting value of, 29–30 registration, 582–583 method, 110 as vision guide, 36 reporting function, 580 Caspio Web site, 734 vision/mission Set Store Settings option, catalog, as marketing, 391 statement, 31 583 category, organizing business to business store setup, 583 product by, 484–485 (B2B), 11 terms and conditions, 582 CCV (card code business to consumer traffi c, 581 verifi cation), 263 (B2C), 11 calendar tax year, 109 CD-ROM, e-book, 250–251 BusinessBroker Web Caleris Web site, 287 cell, table, 166 site, 772 call to action word Cellfi re Web site, 500 BusinessMart Web site, 772 choice, 191 cellphone. See button, navigation bar, 144 call center inventory, 512 m-commerce buy low, sell high concept, camera, 68 certifi cate 205–206 as credibility, 212 resale, 80

776_431962-bindex.indd6_431962-bindex.indd 778585 22/18/09/18/09 111:23:031:23:03 PPMM 786 Starting an Online Business All-in-One For Dummies, 2nd Edition

Certifi cate Signing Request offl ine store, moving to online display, 482 (CSR), 312 online, 466–467 Pantone Web site, 144 certifi ed public accountant security plan, 317–318 redesign, 705 (CPA) Web site design, 158 Web site design, 144 cost, 119 checkout process, 487 column, table, 166–167 responsibilities of, 117 children, marketing to comfort, desktop versus selection consideration, customization laptop, 68 121–122 category, 653 Comic Sans font, 145 where to fi nd, 120 data protection, 657 command, HTML, 161–162 Chamber of Commerce decor category, 653 commenting, blog, 666 angel investor search, 45 freebie offer, 653 commission cost, Amazon business plan writing interactive service Marketplace, 530–531 assistance, 35 category, 652 commission structure, as legal business kids, 651 affi liate program, 237 research, 82 parent involvement, CommissionJunction Web as small business 654–656 site, 234 support, 19 parental notifi cation, 657 commitment, to start-up Web site, 19 privacy policy, 656–657 business, 14 change. See business repeat buyer, 653 company history, as change assessment; restricted access, 657 credibility, 212 expansion; redesign reward-based company vehicle, as charge-back category, 653 marketing, 392 excessive, 340 social networking site, 653 comparison price fee, credit card, 261 sports category, 653 guide, 702 how to avoid, 306–307 technology category, 652 compatibility testing, Charity Guide Web site, 622 teens, 652 197–199, 707 charity mall, 613 tweens, 651 competition Charity Navigator Web site, children, policy about, 61 analyzing, 27–28 622, 641–642 Children’s Online Privacy direct, 454 charity portal, 610–612 Protection Act documenting information charity registration, (COPPA), 61, 314, about, 27 638–639 638, 656 eBay, 560–561 CharityWeb Web site, 613 Chrome Web browser, 71 growth model and chart, SWOT analysis, city business license, 85 fi nancial requirement 21–23 classifi ed ad, 215, 376 termination, 28 Chase Paymentech Web click ratio, 375 indirect, 454 site, 259 Clickbank Web site, 234 information product, 245 chat click-through ratio, 389 lure of, 730 customer service, 477–478 client, as credibility, 212 niche market, 648 description, 405 clutter, 487 as price infl uencer, 279 live-chat software, 478 cMarket Web site, 606 pricing model, 28 chat room policy, 61 CoffeeCup Web site, 161 product, 207 check, electronic, 262 co-location server, 183 secondary, 27 checklist color competitive analysis, 31 business change business change competitive price, working assessment, 698 assessment, 705 the brand, 374 launching, 200 how to use, 144 complaint, 732

776_431962-bindex.indd6_431962-bindex.indd 778686 22/18/09/18/09 111:23:031:23:03 PPMM Index 787

compliance terminating a contract copyright privacy policy, 59 with, 764 basic description of, 95 shipping policy, 59–60 working style, 762 DMCA (Digital Millennium computer needs written contract with, 763 Copyright Act), 98 assessment, nonprofi t Consumer Reports, 362 hiring attorney for, 102 organization, 601 contact information international law, 102 computer security lost, 730 protection, 97–98 plan, 317 as sought-after product reason for, 97 ComScore Web site, 504 information, 475 registration, 97–98, conclusion, information content. See also word 100–101 product, 247 choice U.S. Copyright Offi ce, 98 conditions of use, return article, 713 CORESense Web site, 515 policy, 60 at-a-glance, 401 Corporate Rewards Web confi dentiality agreement, blog, 667–668 site, 737 763 information product, 245 corporation connection organized, 188–191 C corp, 92 broadband, 76 redesign, 712–713 formal requirements of, cable modem, 76 review and 92–93 dialup, 76 recommendation, 713 IRS tax form, 105 DSL (Digital Subscriber success story, 713 legal expense and fi ling Line), 76 up-to-date, 394 fee, 93 Internet, 75–76 content packaging, 187–188 S corp, 92 wireless network, 352 content site, 13 stock in, 91 Constant Contact Web contextual ad, 220 switching to site, 381 contract partnership, 93–94 consultant customer pledge, 55–57 switching to sole assigning responsibility host, 182 proprietor, 93–94 to, 764 with Web site designer, cosmetic, 663 business plan, 34–36 175 cost confi dentiality agreement, convenience accountant, 119 763 as customer expectation, ad, 221 cost, 763 473 business license, 85 escape clause, 764 desktop versus laptop, 68 business plan consultant, experience, 761 convention, customer 34 knowing when to seek, needs assessment, 397 consultant, 763 755–759 conversion rate, 355–356, CPA, 119 knowledge level of, 761 389, 723–724 as customer incentive, nondisclosure agreement, cookie 733 763 affi liate link, 238 domain name registration, reference, 761 defi ned, 58 133 relationship with, 762–764 storing data using, 427 eBay store, 570 resource, 762 copier, 67 fi xed, 279 security, 325 COPPA (Children’s Online hosted shopping cart selecting, 761–762 Privacy Protection advantage, 269 setting goal for, 764 Act), 61, 314, 638, 656 as price infl uencer, 279 tax, 118 copy store, 70

776_431962-bindex.indd6_431962-bindex.indd 778787 22/18/09/18/09 111:23:031:23:03 PPMM 788 Starting an Online Business All-in-One For Dummies, 2nd Edition

cost (continued) credit card converting visitor to seal of approval, 314 accepting payment buyer, 700–702 security consultant, 325 through, 255–261 demographic information, Web site designer, 172–173 as alternative fi nancing, 48 431 cost-per-click (CPC), 233, attack, 330 diffi culty in attracting, 756 502–503 CVV (card verifi cation encouraging to buy, cost-plus pricing value), 306 408–412 strategy, 279 FCBA (Fair Credit Billing enlightening, 495–496 counter display, promoting Act), 306 enticing to stay, 735–737 your business, 491 fee, 260–261 expectations of, 473–478 counting business fraud, 339–343 feedback, 406–408 license, 85 gateway, 257–260 future purchase country code list, domain merchant account, prediction, 398–400 name, 139 257–258 getting to know, 429–431 coupon processing online, incentive, 733–735 as buying incentive, 702 256–257 increasing number of mobile, 498, 500–501 security, 263–264, 306–307 customers to Web site, personalized, 736 stolen, 263 699–700 shopping cart, 268 validation, 340 legal responsibility to, Courier New font, 145 Crime Complaint Center, 305–309 CPA (certifi ed public 305 lifestyle information, 431 accountant) critical path, 428–429 needs assessment, cost, 119 CRM (customer 396–400 responsibilities of, 117 relationship pledge, 55–57 selection consideration, management), 544–545, poor customer service, 121–122 718 730 where to fi nd, 120 Cross Link Media Web privacy and fi nancial data CPA Associates site, 500 protection, 341–342 International Web site, cross-promotional psychographic 120 marketing, 631 information, 431 CPC (cost-per-click), 233, cross-selling, 524, 554–555 remembering your, 408 502–503 cryptography, 312 review, 701 Craigslist Web site, 376 CSR (Certifi cate Signing support, 495 Creating Online Web Request), 312 survey, 26, 496 site, 161 curiosity, e-philanthropist, taking care of, 55–57 creative service, 211 594 target, 25–27 credibility customer. See also target tracking trends of, 414 boosting consumer customer why they left, 729–731 confi dence by, 701 assumptions about, customer log, 398 establishing, 212–213 avoiding, 406–408 customer relationship credit being available for, management (CRM), Bill Me Later program, 516 408–409 554–555, 718 buy now, pay later option, buying pattern, 479 customer report, 742 515–516 as contribution to customer service deferred billing, 515–516 business, 395 outsourced fulfi llment, 286 line of, 777 taking care of, 476–478

776_431962-bindex.indd6_431962-bindex.indd 778888 22/18/09/18/09 111:23:031:23:03 PPMM Index 789

CVV (card verifi cation denial-of-service (DoS) The Directory of Venture value), 306 attack, 327–329 Capital & Private cybercrime. See attack; description. See also word Equity Firms, 2008 threat choice Edition (Grey House of eBay store, 571 Publishing), 47 as sought-after product direct-selling, 608–609 D information, 475 disaster, 321 data protection, marketing design. See Web site design discount to children, 657 Design tab (WordPress as buying incentive, 702 data storage, customer Admin panel), 674 as customer incentive, privacy, 341 designer 734 data transfer hosting agreement/contract on next purchase, 734 option, 178 with, 175 shopping card, 268 database consultation with, 169 special promotion, 488 order information, cost, 172–173 storefront, 524 299–300 design fi rm, 170–171 discount rate, credit security plan, 317 discussing ownership card, 260 database access hosting rights with, 176 discussion board, 394, 714 option, 179 experienced, 171 disk space hosting data-driven attack, 338 fi nding qualifi ed, 170 option, 178 dead link, 418 freelance, 171 disk space storage, 522 Dealio Web site, 725 meeting preparation, dissatisfaction, decision-making tool, 173–174 product, 729 business plan as, 36 portfolio, 170 distribution, newsletter, decor category reliability, 170 380–381 baby boomer market, 663 supplying right DJ, Second Life, 688 marketing to children, 653 information to, 175–176 DMA (Direct Marketing dedicated bandwidth, 76 desktop, 68 Association), 621, 779 dedicated server, 183 DHL shipping company, 513 DMCA (Digital Millennium deferred billing, 515–516 DHTML menu, 403 Copyright Act), 98 degree, as credibility, 212 dialup connection, 76 DNS poisoning, 337 delivery digital camera, 68 DNS spoofi ng, 338 extended delivery Digital Millennium document time, 475 Copyright Act security plan, 320 guaranteed, 472 (DMCA), 98 top-level, 130 rush, 475 Digital Subscriber Line URL element, 129 Delivra Web site, 381 (DSL), 76 Document word demand, as price direct competition, 454 processor, 75 infl uencer, 279 Direct Marketing document-viewing demo version, trying before Association (DMA), software, 73–74 buying, 41 621, 779 domain name demographic information, directory already taken, 136–137 customer, 431 article, 372 available, 133–134 demonstration, as Open Directory Project, back-order policy, 136 enhanced functionality, 455–456 certifi ed offer option, 137 154 URL element, 129 cost, 133

776_431962-bindex.indd6_431962-bindex.indd 778989 22/18/09/18/09 111:23:031:23:03 PPMM 790 Starting an Online Business All-in-One For Dummies, 2nd Edition

domain name (continued) making donation easy, feedback, 566–568 country code list, 139 632–634 Giving Works program, descriptive words in, 131 multiyear membership, 606 easily remembered, 131 632 item category entry, 563 easily spelled, 131 nonmonetary, 633–634 item description extension, 132, 134, offl ine, 630 entry, 563 138–139 pass-along marketing, marketplace, 574 ICANN (Internet 627–628 My eBay tool, 565 Corporation for personalized Web page password, 558–559 Assigned Names and for, 628–629 payment method entry, Numbers), 132 previous donor, 619–622 564–565 keyword, 131 promoting, 616 PayPal online payment masking, 134 recurring, 633 processing, 560 matching to company social networking, personal information name, 130 622–624 entry, 559 naming considerations, solicitation, 610–613 photo, 563–564 131–132, 140 tracking, 608 PowerSeller, 573–574 private registration, 135 volunteer effort, 630 Pulse research tool, 276 registered, 130 donor development, non- registration, 558–560 registration, 132–135 profi t organization, 594 return policy, 565 selling, 775 DonorPerfect Web site, 621 Sell button, 563 short name, 131 DonorWorks Web site, 621 Selling home page, straight forward DoS (denial-of-service) 565–566 name, 132 attack, 327–329 Sign In link, 563 URL elements, 129–130 double taxation, 88, 92 starting bid entry, 564 WHOIS feature, 137 downloading e-book, 250 success guidelines, 568 domain slamming, 332–334 Dreamweaver software taking track of trends, 276 donation. See also nonprofi t (Adobe), 168 Terapeak tool, 276 organization driver, 394 terms and conditions, 559 asking for, 625–629 drop shipping, 209–210 eBay Solutions Directory automated membership DSL (Digital Subscriber Web site, 574 renewal, 632 Line), 76 eBay store. See also eBay business plan, 618–619 duplexing feature, 67 auction charity portal, 610–612 dynamic IP address, 416 accounting assistance, 569 cross-promotional advantage of, 569 marketing, 631 advertising template delivery, 608 E feature, 569 Donate Now button eBay auction. See also eBay banner, 571 service, 612–613 store basic description of, donor base, building on, About Me page, 560–561 568–569 615–619 age requirement, 558 brand, 573 donor verifi cation, 633 auction setup, 562–565 cost, 570 employee matching bank account setup, 560 description entry, 571 program, 633 basic fl ow of, 557–558 item promotion, 573 giving customer a reason competition, researching, logo, 573 for, 616–617 560–561

776_431962-bindex.indd6_431962-bindex.indd 779090 22/18/09/18/09 111:23:031:23:03 PPMM Index 791

Manage My Store page, electronic fi ling, tax, 107 E3 (Electronic 572–573 Elliance Web site, 737 Entertainment marketing, 573 e-mail Expo), 397 My Store button, 570 bounced, 732 Etsy auction Web site, 576 name, 570–571 customer service, 477 event host, Second Life, 688 setting up, 570–571 e-book, 250 evil twin threat, 350 store design, 572 Gmail program, 72 ExactSeek search store referral credit, 569 opting out of, 732 engine, 442 subscription level Outlook Express executive summary, 31 entry, 570 program, 73 exit lifecycle stage, 720 terms and conditions, 571 Outlook program, 73 exit page log, 422 traffi c report, 569 program, 72–73 EXMG Web site, 381 eBay Web site, 363 scam, 334–338 expansion. See also eBid auction Web site, 577 security plan, 317 business change e-book (electronic book) storefront, 524 assessment; redesign CD-ROM, 250–251 Thunderbird program, 72 accidental success, distribution, 250 eMarketer Web site, 278 775–777 downloading, 250 eMarketing Association acquiring other site, 768 e-mail, 250 Web site, 779 advantage of, 767 as information product, employee matching advisory board, 248–251 program, 633 assembling, 778 PDF format, 248–249 employer identifi cation business plan for, 778 eCardMAX Web site, 628 number (EIN), 80, 107 disadvantage of, 768 e-commerce employment tax, 105 going public, 770–771 application, 13 Endicia Web site, 295 international business, defi ned, 10 endorsement and linking to 769–770 e-commerce enabled other site policy, 61 limited-appeal product, hosting option, 179 e-newsletter, 359 721–722 E-Commerce Times Web enrolled agent, 118 limited-use product, 722 site, 759 entrepreneur, 688–690 passing on your company, Ecommerce-Guide Daily Entrepreneur Web site, 772 771–772 Web site, 278, 649 entry page log, 422 price point, 723 eFax Web site, 67 e-philanthropy, 593–594 product marketing, 723 E-Fulfi llment Service Web Epicor Web site, 515 product positioning, 723 site, 287 equipment replacement versus, e-giving, 593 copier, 67 724–726 80-20 rule, 400 copy store, 70 selling your domain name, EIN (employer identi- digital camera, 68 775 fi cation number), 80, fax software, 66–67 selling your site, 772–775 107 PC, 68–70 technology-based eLance Web site, 171 printer, 66 product, 722 eLayaway Web site, 731 scanner, 67 through affi liate program, electronic book. See e-book security plan, 320 769 electronic check, 262 error log, 420–421 through fi nancial partner, Electronic Entertainment escape clause, 764 770 Expo (E3), 397 e-tail site, 12

776_431962-bindex.indd6_431962-bindex.indd 779191 22/18/09/18/09 111:23:031:23:03 PPMM 792 Starting an Online Business All-in-One For Dummies, 2nd Edition

expansion (continued) Federation of Tax Flash movie, 402 through partnership, Administrators (FTA) fl atbed scanner, 67 768–769 Web site, 108 fl exibility, as customer venture capitalist, 771 FedEx carrier, 297, 513 expectation, 476 when to expand, 719–721 FedEx Offi ce store, 70 fl ooding, 338 expense fee, credit card, 260–261 fl oor plan balance sheet, 111 feedback equipment, 66–70 variable, 279 buyer, 566–568 furniture arrangement, expiration date, 719 color-coded star, 568 65–66 exporting policy, 61 customer, 406–408 how to use space, 63 Express Mail, 297 eBay, 566–568 non-work related extension, domain name, negative rating, 566 furniture, 64 132, 134, 138–139 neutral rating, 566 sketching, 64 eZineArticles Web site, 396 positive rating, 566 software, 71–75 FeedBurner Web site, 666 workspace organization, fi ctitious name registration, 63–66 F sole proprietor, 89 fl owchart, 157 Facebook Web site, 215, 678 fi fty years plus market. See fl uctuating market fact checking, 245 baby boomer market condition, 696 failure analysis, 742–743 fi le fl yer Fair Credit Billing Act referrer, 418–420 as marketing, 391 (FCBA), 306 security plan, 317 promoting your business, family and friend fi le not found error, 421 491 as investor, 43–44 File Transfer Protocol follow up, security plan, as research for start- (FTP), 418 323–324 up business idea fi lling the order. See font verifi cation, 19 fulfi llment Arial, 145 FAQ (frequently asked fi nancial report, 741 business change question), 405 fi nancial software, 75 assessment, 705 fashion designer, Second fi nancing Comic Sans, 145 Life, 688 alternative, 48–51 common Web site, 145 FastClick Web site, 226 bootstrapping, 37–39, Courier New, 145 FastStats Web site, 423–424 41–42 Georgia, 145 fax software, 66–67 VC (venture capital), Time New Roman, 145 FCBA (Fair Credit Billing 46–48 Trebuchet, 145 Act), 306 FindLaw Web site, 102 Verdana, 145 feasibility study, 24–25 Firefox Web browser, 71 Web site design, 145 federal income withholding fi rewall tag, 165 tax, 105–106 dynamic, 346 forced placement, fi nding federal tax ID, 80 security plan, 317 new product, 727 Federal Trade Commission ZoneAlarm, 346 Form 990, 638 (FTC) fi rst sentence keyword, 447 Form 1099, 82 e-mail scam support, 336 Firstdata Web site, 259 Form 2976, 298 privacy policy Firstgiving Web site, 629 Form 2976-A, 298 mandate, 58 fi scal tax year, 109 Form W-2, 82 federal unemployment tax fi xed cost, 279 Form W-4, 82 (FUTA), 82, 105 Flash animation, 149–150 Form W-9, 81

776_431962-bindex.indd6_431962-bindex.indd 779292 22/18/09/18/09 111:23:031:23:03 PPMM Index 793

Forrester Web site, 278 Fulfi llment Works Web Go Big Network Web forum, 153 site, 288 site, 45 4Info Web site, 500 functionality, Web site goal setting, 14 fraud design Goarticles Web site, credit card, 339–343 basic functions, 151–152, 372, 396 customer privacy 701 GoBid Web site, 609 and fi nancial data enhanced functions, 154 GoECart Web site, 270–271 protection, 341–342 interactive functions, 153 goodbye offer, 412 fi nancial loss, minimizing, funding. See fi nancing Google 339–341 Funding Universe Web PageRank tool, 453–454 payment, 263–264 site, 45 signing up with, 439–440 protection, Amazon Pro fundraising. See also Google AdSense program, Merchant, 536 donation; nonprofi t 668–669 free shipping, 702 organization Google AdWords program freebie, as customer investors, 43–47 account, 223 incentive, 735 furniture arrangement, basic description of, 502 Free-Downloadable- 65–66 campaign setup, 384–387 Software Web site, 41 FUTA (federal CPC (cost per click), freelance Web site designer, unemployment tax), 502–503 171 82, 105 driving traffi c through, freeware, 41 future purchase prediction, 502–504 frequently asked question 398–400 home page, 222–223 (FAQ), 405 pay-per-click rate, 387– friends and family 388 as investor, 43–44 G rates for keyword terms, as research for start- Gartner Group Web site, 27 224–225 up business idea gateway, credit card, registration, 222–225 verifi cation, 19 257–260 signing up with, 384–388 FTA (Federation of Tax GB (gigabyte), 178 Google Analytics Web Administrators) Web generosity, site, 426 site, 108 e-philanthropist, 594 Google Presentation FTC (Federal Trade geographic locator, 154 software, 75 Commission) Georgia font, 145 GoogleBots program, 439 e-mail scam support, 336 geotargeting, 502 grant, 49–50 privacy policy GIF format, 74 graphics software, 75 mandate, 58 gift card grassroots activism, 594 FTP (File Transfer as customer incentive, gratifi cation, as customer Protocol), 418 262, 734 expectation, 472 fulfi llment as shopping cart feature, Green Guide Web site, 364 basic description of, 283 268 Grey House Publishing (The in-house model, 284–285 gigabyte (GB), 178 Directory of Venture logistics of shipping, Giving Works program Capital & Private Equity fi guring out, 284 (eBay), 606 Firms, 2008 Edition), 47 order information glossary, information growth of business. See database, 299–300 product, 248 expansion outsourced, 286–291 Gmail e-mail program, 72 growth lifecycle stage, 720

776_431962-bindex.indd6_431962-bindex.indd 779393 22/18/09/18/09 111:23:041:23:04 PPMM 794 Starting an Online Business All-in-One For Dummies, 2nd Edition

Guardian eCommerce Web e-commerce enabled tag, 443–445 site, 314 option, 179 newsletter format, 379 Guidestar registration, geographic location table, 165–168 610–612 of, 181

tag, 166–167 Guru Web site, 762 high-performance, text, 161 178–180 HTTP (HyperText Transfer ISP versus, 177–178 Protocol), 418 H local, 181 husband/wife sole hacker manager server, 183 proprietor, 89–90 credit card attack, 330 mid-level plan, 181 HyperText Markup deterring, 330–331 national, 181–182 Language. See HTML keystroke attack, 330 operating system option, Hypertext Preprocessor motivation behind, 329 179 (PHP) scripting password attack, 330 redundancy, 179–180 language, 178 hard drive scripting language, hard drive space, 69 178–179 I partitioning, 344 shared server, 183 starter package, 181 hardware security plan, 320 iBill Web site, 263 support option, 180 tag, 163 ICANN (Internet virtual dedicated server, header section, HTML, 163 Corporation for 183 heading keyword, 447 Assigned Names and Web analysis option, 180 health department Numbers), 132, 333 hosted shopping cart, permit, 81 IconoWatch Web site, 649 269–271 high-interest loan, 49 IDC Web site, 27 Hostway storefront, 528 HIPPA (Health Insurance ideas for start-up business hot topic, information Portability and feasibility study to product, 244–245 Accountability validate, 24–25 HotSpotVPN Web site, 352 Act), 325 informal research, 19–21 hit analysis, 416 tag, 164 subjective and personal hoax, 332 HTML (HyperText Markup decision, 23 holiday rush, 475–476 Language) SWOT analysis, 21–23 home equity loan, 49 ALT attribute, 445–446 Three Ring exercise, 19–21 home occupational permit, attribute, 164 identity (online display) 84–85 tag, 162 architectural element, 482 home page, 130 basic description of, color scheme, 482 host 160–161 complementary item, 486 backup, 179–180 body section, 163 importance of, 481 bandwidth option, 178 tag, 163, 165 location consideration, cancellation term, 184 command, 161–162 482 co-location server, 183 tag, 165 price consideration, 482 contract, 182 tag, 163 product category, 483–484 data transfer, 178 header section, 163 product organization, database access tag, 164 484–485 option, 179 tag, 165 search tool consideration, dedicated server, 183 keyword, 443–446 485–486 disk space option, 178 markup tag, 161–162 theme, 482

776_431962-bindex.indd6_431962-bindex.indd 779494 22/18/09/18/09 111:23:041:23:04 PPMM Index 795

identity theft, 305 fact checking, 245 Internal Revenue Service. iDevAffi liate Web site, 228 fi gures and illustration, See IRS iGive Web site, 613 using to make internal theft, 341 Illustrator graphics point, 247 international business software (Adobe), 75 giving examples of, expansion, 769–770 image 246–247 international order, as drawing reader to glossary, 248 shipping, 297–299 specifi c area, 145 hot topic, 244–245 Internet effective use of, 145 index, 248 connection option, 75–76 viewable image problem explanation, 247 Crime Complaint importance, 153 researching, 245–246 Center, 305 Web site design, 145 selling, 243–247 security, 3–4 imaging software, 75 solution, 246–247 Internet Corporation for tag, 165 Webinar, 251–254 Assigned Names and improvement, identifying InfoUSA search engine, 442 Numbers (ICANN), area of, 432–433 in-house fulfi llment model, 132, 333 incentive, customer, 284–285 Internet Council Web 733–735 initial public offering (IPO), site, 779 income 46, 92 Internet Explorer, 71 as incentive to start ink cartridge, 66 Internet Protocol address business, 9–10 inkjet printer, 66 (IP address), 416 Second Life, 692 innovation, 18 Internet Service Provider income tax, 104 Institute of Management (ISP), 177–178 incorporation, 91–93 Consultants USA Web intranet, 630 incubator, 50–51 site, 762 Intuit Web site, 115 Independent Computer in-store considerations inventory Consultants benefi ting customer with availability, 468 Association Web online synergy, 490–491 building, 280–281 site, 762 displaying online product call center, 512 index, 248 in, 492–493 drop-ship capability, 468 indirect competition, 454 inventory management, exclusive item, 468 information, selling, 511–512 extended, 473 213–215 merging with online just-in-time management, information exchange requirement, 510–513 285 ad, 215 offering specials of online limited, 282 information portal ad, 215 store, 493–494 managing, 511–512 information product publicizing Web presence, market research, 278 appendix, 248 491–492 offl ine store, moving to competition, 245 return policy, 509–510 online, 467–470 conclusion, 247 intellectual property (IP), outsourced fulfi llment, content, 245 95, 317 290 current information, 245 interactive function, Web point-of-sale system, 512 e-book, 248–251 site design, 153 pricing your product, explaining in clear and interactive service 278–280 straightforward category, marketing to ranking, 469 manner, 246–247 children, 653 security plan, 317–321

776_431962-bindex.indd6_431962-bindex.indd 779595 22/18/09/18/09 111:23:041:23:04 PPMM 796 Starting an Online Business All-in-One For Dummies, 2nd Edition

inventory (continued) JPEG format, 74 laser printer, 66 shelving system, 301 Jupiter Research Web site, launching stocking up as low-price 278, 358 checklist, 200 leader, 281 JustGive Web site, 610 testing before, 195–196 stocking up on, 476 just-in-time inventory when to launch, 201 taking stock of item, management, 285 law 276–277 bank account, 80–81 top selling, 468 business license, 85–86 tracking, 301 K delivering on promise, 62 trial-and-error, 281 key performance indicator employee form, 81–82 warehouse, 512 (KPI), 695–696 federal tax ID, 80 inventory replenishment keyword health department permit, level, 291 domain name, 131 81 inventory report fi nding new product, 727 keeping business legal, Amazon Pro Merchant, fi rst sentence, 447 81–83 537 heading, 447 resale certifi cate, 80 review, 742 HTML, 443–446 zoning, 83–85 investor localized search, 460 layout angel, 44–45 page name, 446 redesign, 706 friends and family as, paid, 358 Web site design, 143–144 43–44 searches by, 485 lease to own, 53 fundraising, 43–47 title, 446–447 letterhead, as marketing, invoice, as marketing, 391 working the brand, 376 391 IP (intellectual property), keyword density, 448 liability 95, 317 keyword spamming, 449 balance sheet, 111 IP address (Internet keyword stuffi ng, 438, 445 basic description of, 87 Protocol address), 416 kids. See children, license, 85–86 IPO (initial public offering), marketing to life cycle, 719–720 46, 92 kids’ privacy seal of lifestyle information, IRS (Internal Revenue approval, 314 customer, 431 Service). See also tax Kijiji Web site, 376 limited liability company bartering and, 39 Knowledge Base link (LLC), 91 EIN application, 80 (Second Life), 690 limited-appeal product, Form 1099, 82 KPI (key performance 721–722 Form W-2, 82 indicator), 695–696 limited-time offer, 702 Form W-4, 82 limited-use product, 722 Form W-9, 81 Linden Dollars, Second Life, Web site, 39–40, 80, 106 L 685–687, 692 iSnare Web site, 372 line of credit, 777 ISP (Internet Service label, shipping, 295–296 lingo, 186 Provider), 177–178 LAN (local-area network), link 347 adding information to, landing page, 738 427–428 J Lands’ End affi liate blog, 668 program, 233 dead, 418 JangoMail Web site, 381 laptop, 68 JavaScript function, 403

776_431962-bindex.indd6_431962-bindex.indd 779696 22/18/09/18/09 111:23:041:23:04 PPMM Index 797

effective use of, 153 loyalty brand, working the, how to use, 144 as customer expectation, 374–376 increasing number of 472 brochure, 391 visitors to Web e-philanthropist, 594 business card, 390 site, 700 rewarding for, 736–737 business change reciprocal, 439 assessment, 698 Web site design, 487 CafePress store, 581 link swapping, 700 M catalog, 391 LinkedIn Web site, 678 Mach5 Web site, 424 company vehicle, 392 LinkShare Web site, 234 Macy’s affi liate program, cross-promotional, 631 Linotype Web site, 660 233 differentiating yourself Linux operating system, maintenance through, 753–754 179 lack of, 696 eBay store, 573 listing fee, auction, 577 24 hour service, 473–474 fl yer, 391 Live Meeting program maintenance security increasing number of (Microsoft), 253 layer, 343 visitors to Web site, live-chat software, 478 MajorGeeks Web site, 41 699 LiveDeal Web site, 578–579 Make-A-Wish Foundation, invoice, 391 LiveJournal Web site, 670 628 letterhead/stationery, 391 LLC (limited liability malware newsletter, 377–381 company), 91 adware, 332 offl ine, 390–392 local-area network (LAN), risk analysis, 321 one-to-one, 373 347 spyware, 332, 338 partnership, 754 localization, 501–502 Manage My Store page pass-along, 627–628 LocalVoice Web site, 613 (eBay store), 572–573 pay-per-click, 389–390 location, online display, 482 managed server, 183 product, 723 locator, as enhanced management function, profi t increase, 751 functionality, 154 Amazon Pro purchase order, 391 lock down, 334 Merchant, 536 quality emphasis, 750–751 log management team routine task automation, access log fi le, 415 as part of business 381–382 customer, 398 plan, 32 shifting the focus, 746–747 entry page, 422 reviewing progress report strategy development, error, 420–421 with, 742–743 373–376 exit page, 422 manual, policy, 57–58 strengths, focusing on, how to read, 417–418 manual scanning, 418 750 server log fi le, 398 market analysis test, 747–748 shopping cart, 421–422 fl uctuating market tickler, 382 as traffi c measure, 415 condition, 696 voice-mail greeting, 391 logo as part of business word-of-mouth, 646 business change plan, 31 marketing report, 742 assessment, 705 market research, 278 MarketPlace. See Amazon eBay store, 573 marketing Marketplace redesign, 705 archived information, 382 marketplace long-term plan, 30, 778 automatic, 718 eBay, 574 autoresponder, 382 Second Life, 690–692

776_431962-bindex.indd6_431962-bindex.indd 779797 22/18/09/18/09 111:23:041:23:04 PPMM 798 Starting an Online Business All-in-One For Dummies, 2nd Edition

MarketWorks Web site, 574 Word word processing National Business markup tag, HTML, 161–162 software, 75 Incubation Association masking, 134 Microsoft Money Web Web site, 51 Massively Multiplayer site, 75 National Cyber Security Online (MMO), 678 Mission Fish Web site, 606 Alliance, 336, 338 Massively Multiplayer mission/vision statement National Federation of Online Role-Playing business plan as, 36 Independent Business Game (MMORPG), 678 as part of business (NFIB) Web site, 779 maturity lifecycle stage, 720 plan, 31 navigation MB (megabyte), 178 Miva Merchant Web site, bread-crumb trail, 717 McAfee Wi-Fi Scan utility, 273 good Web site design, 487 352 MMO (Massively redesign, 716–718 m-commerce (mobile Multiplayer Online), usability study, 717–718 commerce) 678 navigation bar redesign, basic description of, 497 MMORPG (Massively 705 localization, 501–502 Multiplayer Online negative feedback mobile coupon, 498, Role-Playing Game), rating, 566 500–501 678 negotiation, 53 SMS (Short Message mobile commerce. See net worth, 111 Service) alert, 498–500 m-commerce Netgear Web site, 351 text-to-buy ads, 498 mobile coupon, 498, netrepreneur media 500–501 development of term, 17 effective use of, 145 Mobile Marketing talking the talk, 18 as enhanced functionality, Association Web thinking like a, 17–19 154 site, 498 NetSuite Web site, 515 source, 396 module fee, 527 network, 216–217, 226 Web site design, 145 module-tracking, Network for Good Web Medicare tax, 105 technology analysis, site, 610 megabyte (MB), 178 603–604 Network Solutions Web site, memory stick, 70 money order, 517 258 mentorship, 779 The Money Tree Report, 48 neutral feedback rating, 566 merchant, affi liate program, MonsterCommerce News Web site, 364 233 storefront, 528 newsfeed, 153 Merchant 911 Web site, 309 Movable Type Web site, 671 newsletter Merchant Risk Council Web MSN Search search engine, current and up to site, 309 442 date, 379 Merchant Solutions. See My eBay tool, 565 distribution, 380–381 Yahoo! Merchant MyAuctionPlanet auction HTML format, 379 Solutions Web site, 577 nonprofi t organization, Merchant Warehouse Web MySpace Web site, 215, 678 630 site, 258 plain-text format, 379 MergerPlace Web site, 772 promoting business message board policy, 61 N through, 377–381 tag, 443–445 NAEA (National Association unsubscription, 380 microloan, 49 for Enrolled Agents) when to issue, 379 Microsoft Web site, 120 who will write, 378–379 Live Meeting program, 253 Napster Web site, 215 NFIB (National Federation Windows Media Player, 74 of Independent Business) Web site, 779

776_431962-bindex.indd6_431962-bindex.indd 779898 22/18/09/18/09 111:23:041:23:04 PPMM Index 799

niche market industry watchdog reason for, 459–460 advantage of, 646 responsibility, 636 shopping cart integration, basic description of, 645 member bulletin, 630 464 competition, 648 membership retention, timing around event, 462 customer base advantage, 594 transition, 464–467 646 module-tracking, 603–604 off-the-shelf software, disadvantage of, 646–647 newsletter, 630 272–273 limited customer organization chart, 600 Omniture Web site, 426 base, 646 payment processing, 603 1ShoppingCart Web market research, 647 POC (point of contact), site, 270 pet industry example, 637 one-to-one marketing, 373 645–646 privacy policy, 637 online business practices, 3 pursued specialty research/trend watcher, Online Datacor Blue Pay advantage, 646 637 Web site, 260 resource, 649 seal of approval, 640–642 online display. See identity restricted product security, 637 Online-Rewards Web site, expansion, 646 site structure mapping, 737 word-of-mouth marketing, 604 Open Directory Project 646 software, 613 directory, 455–456 nondisclosure agreement, staffi ng, 605 Open Listings report 763 technology analysis, 601 (Amazon Pro nonprofi t organization. See trainer, 637 Merchant), 537 also donation volunteer and client OpenOffi ce word auction, 606–609 recruitment, 594 processor, 75 awareness building, 593 Nordstrom affi liate operating system board outreach, 594–598 program, 233 backup, 345 budget, 605 note, search engine, 436 Linux, 179 charity mall, 613 notifi cation policy, 342 Windows, 179 charity registration, operating system hosting 638–639 option, 179 computer needs O operations assessment, 601 offi ce space. See fl oor plan business change contact information, 638 offl ine payment, 262 assessment, 698 COPPA statement, 638 offl ine promotion, 700 as part of business designating responsibility offl ine store, moving to plan, 32 for, 635–637 online Order Fulfi llment report determining what features evaluation stage, 466–467 (Amazon Pro site can support, fi nding the right timing, Merchant), 537 599–603 461–463 order information donor development, 593 fi nding your identity, 463 database, 299–300 e-commerce solution, 613 image creation, 464 order mixing, 293 explanation of funds implementation stage, order size, future purchase statement, 638 465–466 prediction, 399 Form 990, 638 inventory, 467–470 organization, product, grassroots activism, orientation stage, 465 484–485 594–598

776_431962-bindex.indd6_431962-bindex.indd 779999 22/18/09/18/09 111:23:041:23:04 PPMM 800 Starting an Online Business All-in-One For Dummies, 2nd Edition

Organization of Search outsourced fulfi llment, electronic check, 262 Engine Optimization 287–290 fraudulent, 263–264 Professionals Web proof of partnership gift card, 262 site, 762 document, 90 instant credit, 262 organizational service, 211 questions to consider, money order, 517 originality of product, 207 90–91 offl ine, 262 outdated Web site resolution dispute outsource fulfi llment, 290 appearance, 696 agreement, 90 PayPal, 262 Outlook e-mail program, 73 sole proprietor versus, variety of methods, Outlook Express e-mail 90–91 474, 701 program, 73 switching to corporation, Western Union, 263 outsourced fulfi llment 93–94 Payment Card Industry customer service, 286 working the brand, 375 Data Security Standard inventory, 290 pass-along marketing, (PCI DSS), 59, 82–83, order information, 290 627–628 308 partnership, 287–290 password payment method, affi liate payment, 290 attack, 330 program, 237 quality assessment, 291 Blogger Web site, 672 PayPal online payment reporting, 286 eBay, 558–559 processing scalability service, 286 frequent changes to, 330 basic description of, 262 ownership security plan, 317 signing up for, 560 bootstrapping WordPress Web site, 673 pay-per-click method, 227, advantage, 42 password generator 387–390 deciding who owns, 87 program, 330 payroll tax, 105–107 patent PC basic description of, 96 buying new, 69–70 P hiring attorney for, 102 desktop versus laptop, 68 page name keyword, 446 path analysis, 428–429 hard drive space, 69 page view, 416 path report, Yahoo! memory capacity, 69 PageRank tool (Google), Merchant Solutions, memory stick, 70 453–454 556 service support, 70 paid ad(s), 375, 700 Pay By Check Web site, 262 upgrading versus Paint Shop Pro graphics pay by fl at rate method, 227 purchasing, 68–69 software, 75 pay by lead method, 227 warranty, 70 Pantone Web site, 144 pay-for-performance PCI DSS (Payment Card paper trail, recordkeeping, program, 232, 234 Industry Data 123 payment Security Standard), ParaChat Web site, 405 ACH processing, 517 59, 82–83, 308 paragraph, article, 370–371 alternative option, PDF (portable document partitioning, 344 261–263 format), 73, 248–249 partnership Bill Me Later program, 516 PDG Web site, 273 expansion through, buy now, pay later option, Peachtree accounting 768–769 515–516 software, 115–116 IRS tax form, 105 CafePress store, 580 penalty, affi liate program, marketing, 754 check alternative, 517 238 credit card, 255–261

776_431962-bindex.indd6_431962-bindex.indd 880000 22/18/09/18/09 111:23:041:23:04 PPMM Index 801

peripheral component platform PowerPoint software, 75 security plan, 320 blog, 670–671 PowerSeller (eBay), permit, 84–85 testing, 199 573–574 personal ad, 215 pledge, customer, 55–57 presale, 708 personalized card, 738 Plum Reward Web site, 500 presentation software, 75 personalized coupon, 736 PlunderHere auction Web press clipping, 213 Pew Internet and American site, 576 prevention security Life Project study, 652 POC (point of contact), 637 layer, 343 PFI (points for point-of-sale system, 512 price improvement), 323 points of improvement activation fee, 527 pharming scam, 337–338 (PFI), 323 annual fee option, 526 phishing scam, 334–336, policy comparison, 702 338 about children, 61 cost-plus strategy, 279 phone call, as appreciation, chat room, 61 customer expectation, 473 738 delivering on promise, 62 module fee, 527 phone support, 477 endorsement and linking monthly fee option, 526 photo to other site, 61 price infl uencer, 279 eBay, 563–564 execution, 62 pricing your product, thumbnail, 701 exporting, 61 278–280 PHP (Hypertext fl exible, 494–495 product capacity pricing Preprocessor) scripting manual, 57–58 structure, 527 language, 178 message board, 61 stocking up as low-price phrase. See word choice notifi cation, 342 leader, 281 physchographic privacy, 58–59, 309–310 tiered pricing structure, information, return, 60 527 customer, 431 scope, 318 value-based strategy, pick-and-pull sheet, 301 Second Life, 679 279–280 pickup and delivery, security plan, 316–318 wrong, 744 296–297 shipping, 59–60 price point, 723 Pitney Bowes Web site, 295 spam, 61 PriceGrabber Web site, 725 P&L (profi t-and-loss taking care of customer, pricing model, 28 statement). See also 55–57 printer, 66 accounting polling, 715, 726 Priority Mail, 297 importance of regular poor customer service, 730 privacy policy review of, 113 pop-out menu, 403 compliance, 59 line items, 112 pop-under ad, 219 information covered in, as part of business pop-up ad, 219 58–59 plan, 32 portable document format legal protected reason for, 108 (PDF), 73, 248–249 information category, sample of, 114 portfolio, 170 309 as tool for tracking positive feedback rating, marketing to children, business, 113 566 656–657 plain-text newsletter post, blog, 667–668 nonprofi t organization, format, 379 postage, 295–296 637 plan. See business plan PowerPoint slide, 252

776_431962-bindex.indd6_431962-bindex.indd 880101 22/18/09/18/09 111:23:041:23:04 PPMM 802 Starting an Online Business All-in-One For Dummies, 2nd Edition

privacy policy (continued) sought-after product publisher, affi liate program, personally identifi able information, 474–475 233 information technology-based, 722 PubMatic Web site, 221 category, 309 testing, 727 Pulse research tool seal of approval, 313 product capacity (eBay), 276 sensitive information pricing, 527 purchase order, as category, 309 product positioning, 723 marketing, 391 Privacy Secure Web Professional package pure play, 490 site, 314 (Yahoo! Merchant private registration, domain Solutions), 551 name, 135 professional service, 211 Q Pro Merchant (Amazon), Profi t Point Web site, 737 qualifying link, 233 536–537 profi tability quality proactive security as example of factor emphasizing on, 750–751 layer, 343 affecting business, 17 product, 207 problem identifi cation word marketing strategy, 751 quarterly tax, 106–107 choice, 191 maximizing performance Quick Shopping Cart procedure, security plan, for, 141–143 storefront, 528 316–318 plan, 141–143 QuickBooks accounting product as price infl uencer, 279 software, 115–116 best-selling, 725 tax and, 103 Quicken Web site, 75 buying and reselling, profi t-and-loss statement. QuickTime Player 207–210 See P&L (Apple), 74 category, 483–484 progress report, 740–743 competition, 207 promotion development time, 461 offl ine, 700 R dissatisfaction, 729 storefont, 524 fi nding new, 726–727 promotion and special deal, rack space, 183 hard to fi nd item, 472 409–410 ranking life cycle, 719–720 promotional product, 229 drop in, 695–696 limited-appeal, 721–722 protection, copyright, inventory, 469 limited-use, 722 97–98 knowing where you stand, manufacturing and selling ProvideSupport Web 451–454 goods, 207–208 site, 405 moving up in, 451–455 marketing, 723 Proximity Media Web PageRank tool, 453–454 organization, 484–485 site, 501 referral, creating your originality of, 207 public relation own, 454–455 profi t projection, 205–206 article as, 369–372 watching your, 449–451 quality, 207 community leader, how to RealChat Web site, 405 replacing, 724–725 become, 366–369 Real-Time Dashboard scaling back on number importance of, 361 software, 515 of, 726 increasing number of receipt, promoting your security plan, 317 visitors to Web site, 700 business, 492 selling, 205–210 reviews, 362–366 reciprocal link, 439 and service combination, word of mouth, 367–369 recognition, as credibility, 753 publicizing, 491–492 213

776_431962-bindex.indd6_431962-bindex.indd 880202 22/18/09/18/09 111:23:041:23:04 PPMM Index 803

recording, Webinar, refund resolution, testing, 197–198 252–253 affi liate program, 237 resource recordkeeping. See also return policy, 60 angel investor, 45 accounting registered domain consultant, 762 affi liate program, 237–238 name, 130 niche market, 649 IRS periods and registration security, 325–326 limitations, 123–124 affi liate network, 235–237 security plan, 323–324 paper trail, 123 Amazon Marketplace, 535 VC (venture capital), storage, 123–125 CafePress store, 582–583 47–48 Red Fish Media Web charity, 638–639 restock fee, return site, 499 copyright, 97–98, 100–101 policy, 60 redesign. See also business domain name, 132–135 retail site, affi liate change assessment; eBay, 558–560 program, 233 expansion Google AdWords program, retirement article, 713 222–225 as alternative fi nancing, background, 704 Guidestar, 610 49 color scheme, 705 Second Life, 680 passing on your company, content, 712–713 trademark, 96–97, 99–100 771–772 font, 705 URS (unifi ed registration return policy navigation, 716–718 statement), 639 as bottom-line policy, 510 navigation bar, 705 WordPress Web site, conditions of use, 60 search capability, 709–712 672–674 as customer-friendly store layout, 706 reliability policy, 510 technological change, 708 customer buying drop shipping, 210 telling customer about, pattern, 479 eBay, 565 705–707 seal of approval, 314 information covered in, 60 in timely manner, 715–716 reminder, 410–411 online sales in-store, what to update, 707–709 replacement versus 509–510 reduced fee, Amazon Pro expansion, 724–726 refund, 60 Merchant, 536 report restock fee, 60 redundancy hosting option, customer, 742 shipping responsibility, 60 179–180 fi nancial, 741 as sought-after product reference, search inventory, 742 information, 475 engine, 437 marketing, 742 third-party rule, 60 reference material, 36 progress, 740–743 revenue referral reporting balance sheet, 111 creating your own, CafePress store, 580 business change 454–455 outsourced fulfi llment, assessment, 697 as credibility, 213 286 reviews as customer incentive, required tax year, 109 customer, 701 733 resale certifi cate, 80 experience with product eBay store referral research section, 365 credit, 569 market, 278 initial impression, 365 referral ad, 220 for start-up business idea, product pros/cons referrer fi le, 418–420 19–21 section, 365 reselling, 207–210

776_431962-bindex.indd6_431962-bindex.indd 880303 22/18/09/18/09 111:23:041:23:04 PPMM 804 Starting an Online Business All-in-One For Dummies, 2nd Edition

reviews (continued) scalability service, reference, 437 recommendations outsource fulfi llment, Web site submission, section, 365 286 439–443 as sought-after product scam word choice, 192–193 information, 475 affi liate program, 238–241 Yahoo! Merchant title, 365 e-mail, 334–338 Solutions, 554 where to post, 362–364 pharming, 337–338 search engine advertising writing, 362–366 phishing, 334–336, 338 advantage of, 382 rich media ad, 219 scanner company list, 383 Rich Site Summary (RSS), fl atbed, 67 Google AdWords, 384–388 666 inventory tracking, 301 Search Engine Marketing risk analysis see-through vertical, 67 Professional external threats, 321 sheet-fed, 67 Organization (SEMPO) internal threats, 321 schedule fl exibility, 10 Web site, 779 risk level, 322 Schwab Find for Charitable search engine optimization subjective process, 322 Giving Web site, 610 (SEO), 699 wireless network, 350–351 scope, policy, 318 Search Marketing tool roll back, 434 SCORE (Yahoo!), 504–507 row, table, 167 business plan writing SearchEngineForums Web RSS feed, 153, 666 assistance, 35 site, 450 rush delivery, 475 as small business support, SearchEngineWatch Web 19 site, 450 Web site, 19, 760 Second Life S screen resolution, 197–198 account, 680 S corporation, 92 scripting language, 178–179 animator, 688 Sacaya Web site, 501 scriptor, Second Life, 688 avatar characteristic, sales data seal of approval 682–685 business change cost, 314 builder, 688 assessment, 699–702 kids’ privacy, 314 DJ, 688 customer needs nonprofi t organization, earning a living in, 687– assessment, 397 640–642 690 sales report, Yahoo! organizations providing, entrepreneur, 688–690 Merchant Solutions, 313–314 event host, 688 542, 555–556 privacy, 314 fashion designer, 688 sales tax, 108 reliability, 314 income, 692 SBA (Small Business search engine Knowledge Base link, 690 Administration) basic description, 435 Linden Dollars, 685–687, as legal business editorial opportunity with, 692 research, 82 455–456 marketplace, 690–692 ownership status free submittal page, 442 membership fee, 680 support, 94 getting Web site noticed personal information Web site, 19, 35 by, 437–439 entry, 681 SBDC (Small Business localized keyword policy, 679 Development Center) search, 460 registration, 680 Web site, 19 note, 436 scriptor, 688 scalability, 551 process of, 436–437 showcase, 679 redesign, 709–712 signup process, 680

776_431962-bindex.indd6_431962-bindex.indd 880404 22/18/09/18/09 111:23:041:23:04 PPMM Index 805

skilled labor, 688 resources and follow up, professional, 211 support, 679 323–324 software-based, 211 texture artist, 688 risk analysis, 321–322 service business, 13 unskilled labor, 687 see-through vertical service set identifi er (SSID), second-language, 154 scanner, 67 350–351 Secured Socket Layer (SSL), self-fi nancing. See setup fee, credit card, 260 179, 310, 312–313 bootstrapping SGC (Server Gated security. See also attack; selling Cryptography), 312 threat buy low, sell high concept, shared bandwidth, 76 backup, 343–345 205–206 shared resource, as consultant, 325 domain name, 775 alternative fi nancing, credit card, 263–264, information, 213–215 50–51 306–307 information product, shared server, 183 as customer expectation, 243–247 sheet-fed scanner, 67 472 product, 205–210 shelving inventory domain slamming, service, 211–213 system, 301 332–334 Web site, 772–775 shipping fi rewall, 346 Selling home page (eBay), account, 294–295 Internet, 3–4 565–566 basic steps, 292 Internet Crime Complaint SEMPO (Search Engine CafePress store, 580 Center, 305 Marketing Professional carrier, 293 layer, 342–343 Organization) Web commercial sample, 299 nonprofi t organization, site, 779 company, 513 637 SEO (search engine document, 299 notifi cation policy, 342 optimization), 699 drop, 209–210 as reason for business server feeding orders to shipping plan, 30 co-location, 183 department, 302 resource, 325–326 dedicated, 183 free, 702 seal of approval, 313–314 increased capacity, 328 fulfi lling your order, 512 skills assessment, 318–321 manager, 183 gift, 299 storefront, 522 security plan, 317 international order, training program, 326 shared, 183 297–299 Web site, 310–313 virtual dedicated, 183 label, 295–296 wireless network, 347–350 Server Gated Cryptography logistics of, fi guring security plan (SGC), 312 out, 284 action plan, 322–323 server log fi le, 398 method, 293 budget, 324–325 service options, 293 checklist, 317–318 and product combination, order mixing, 293 existing security measure, 753 pick-and-pull sheet, 301 322 representative, 476 pickup and delivery, importance of, 315–316 service, selling 296–297 inventory assessment, advantage/disadvantage, postage, 295–296 318–321 211–212 return policy, 60 PFI (points for creative, 211 shipping policy, 59–60 improvement), 323 credibility, establishing, Shop Web site, 779 policy, 316–318 212–213 ShopFactory Web site, 273 procedure, 316–318 organizational, 211 shopper. See customer

776_431962-bindex.indd6_431962-bindex.indd 880505 22/18/09/18/09 111:23:041:23:04 PPMM 806 Starting an Online Business All-in-One For Dummies, 2nd Edition

shopping bag, promoting promotion and marketing Social Security tax, 88–89, your business, 492 features, 268–269 105 shopping cart save settings feature, 267 software abandonment, 403–405 search engine friendliness, accounting, 115–117 access to support 268 document-viewing, 73–74 feature, 267 simple use of, 403–405 fax, 66–67 accommodation to other store data feature, 267 fi nancial, 75 accounts, 267 survey tools, 269 graphics/imaging, 75 accounting software tell-a-friend functionality, live-chat, 478 integration, 267 269 nonprofi t organization, administrative functions, upselling functionality, 269 613 266 view order feature, 267 presentation, 75 back-end management, Yahoo! Merchant Real-Time Dashboard, 515 266 Solutions, 542 security plan, 317, 320 basic description of, 265 ShopSite Web site, 273 traffi c analysis, 423–426 coupon, 268 Short Message Service word processing, 75 cross selling function, 268 (SMS) alert, 498 software-based service, 211 custom development, simplistic word choice, 186 Sold Listings report 273–274 site. See Web site (Amazon Pro customer-centric feature, Site Explorer tool (Yahoo!), Merchant), 537 266–267 451–452 sole proprietor customization feature, 266 site map, 157 advantage/disadvantage data feed function, 268 skilled labor, Second Life, of, 88 discount, 268 688 defi ned, 34 e-mail communication skills assessment security fi ctitious name function, 268 plan, 318–321 registration, 89 exporting feature, 266 skimmable text, 187–188 husband/wife, 89–90 free-shipping option, 268 Small Business IRS tax form, 104 gift card, 268 Administration (SBA) partnership versus, 90–91 GoECart Web site, 270–271 as legal business research, as quickest method of hosted, 269–271 82 starting business, 88 importing feature, 266 ownership status switching to corporation, integration and support, 94 93–94 maintenance Web site, 19, 35 tax, 88–89 features, 267 Small Business solicitation, donation, inventory feature, 266 Development Center 610–613 log, 421–422 (SBDC) Web site, 19 Southern Barter exchange- off-the-shelf software, small business transition. organization, 39–40 272–273 See expansion spam policy, 61 1ShoppingCart Web SMS (Short Message special deal, 409–410, 702 site, 270 Service) alert, 498–500 special item, hard to fi nd on-site search capability, smurfi ng, 338 item, 472 268 sniffi ng, 350 spider, 436 placing in consistent social networking, 622–624, splash screen, 704 location, 404 678 sponsorship ad, 219 product view, 266 spoofi ng, 338

776_431962-bindex.indd6_431962-bindex.indd 880606 22/18/09/18/09 111:23:041:23:04 PPMM Index 807

sports category, marketing store appearance. See product capacity to children, 653 identity pricing, 527 Spreadshirt Web site, storefront product delivery, 523 588–589 accounting system product image feature, spyware, 332, 338 integration, 525 524 SQL (Standard Query activation fee option, 527 product quantity, 522 Language), 179 administration feature, promotion, 524 SSID (service set identifi er), 525–526 Quick Shopping Cart, 528 350–351 affi liate sale, 525 reporting function, 525 SSL (Secured Socket Layer), analytics software search engine 179, 310, 312–313 feature, 526 optimization, 524 staffi ng, nonprofi t annual fee option, 526 security, 522 organization, 605 basic description of, shopping cart solution, Stamps Web site, 295 12, 521 13, 521 standard, wireless comparing features of, shopping feeds, 525 network, 349 588–590 speed of, 522 Standard package (Yahoo! cross-selling feature, 524 support, 523 Merchant Solutions), customization component tax calculation and 551 feature, 524 reporting feature, 526 Standard Query Language discount, 524 template, 523 (SQL), 179 disk space storage, 522 tiered pricing structure, Staple store, 70 e-mail, 524 527 Starter package (Yahoo! good provider offering, upselling feature, 524 Merchant Solutions), 12–13 Volusion, 528 550–551 hosting options, 12, 522 widget, 525 start-up business Hostway, 528 wizard, 523 action timeline for, 14–15 import and export story telling, 713 commitment to, 14 tool, 523 Strategic Fulfi llment Group goal setting, 14 integrated shipping tool Web site, 288 incentive/motivation to feature, 526 structure, Web site design, start, 9–10 inventory management 143–144 information sources, 19 feature, 525 style, business change selecting the right merchandising and assessment, 703 business, 11–13 marketing solution, Stylephile from Variety Web when to start, 9–10 523–525 site, 649 start-up lifecycle stage, 720 module fee option, 527 subaffi liate, 233 state business license, 85 MonsterCommerce, 528 subdomain, Yahoo! statement fee, credit monthly fee option, 526 Merchant Solutions, card, 260 multiple currency 542 static IP address, 416 feature, 526 subscription level, eBay static Web page, 715 payment gateway store, 570 stationery, as feature, 525 success, accidental, marketing, 391 payment options, 13 775–777 stickiness, 393 payment processor successful campaign, stock, 91 solution, 521 745–746 stolen credit card, 263 performance, 522–523

776_431962-bindex.indd6_431962-bindex.indd 880707 22/18/09/18/09 111:23:041:23:04 PPMM 808 Starting an Online Business All-in-One For Dummies, 2nd Edition

Super Seller program tag technology item (LiveDeal Web site), , 162 baby boomer market, 663 579 blog, 676 as future purchase supplier, 396 , 163, 165 prediction, 399 support , 165 marketing to children, 653 accounting software, 116 , 163 redesign, 708 customer, 495 , 164 technology upgrade, as enhanced functionality, , 165 overlooked, 696 154 , 443–445 technology-based hosted shopping cart

, 166–167 product, 722 advantage, 269 tailor-made offer, 734 template, storefront, 523 Second Life, 679 Target affi liate Terapeak tool (eBay), 276 storefront, 523 program, 233 terminal cost, credit 24 hour service, 473–474 target customer card, 260 support hosting option, 180 demographics termination fee, credit card, survey classifi cation, 26 261 customer, 26, 496 geographic preference, 26 terms and conditions tracking customer identifying the, 25–27 Blogger Web site, 672 trends, 414 psychographics CafePress store, 582 SurveyMonkey Web classifi cation, 26 eBay auction, 559 site, 702 target market, 26–27 eBay store, 571 SWOT (strengths, targeted offer, 734–735 WordPress Web site, 673 weaknesses, and tax. See also IRS test marketing, 747–748 opportunities, and attorney, 118 testimonial, as threats) analysis business type based IRS credibility, 212 chart, 21–23 forms, 104–105 testing as decision making consultant, 118 beta, 199–200 tool, 21 double taxation, 88, 92 browser, 198 synching, 301 EIN, 107 compatibility, 197–199, system failure, risk electronic fi ling, 107 707 analysis, 321 employment, 105–107 platform, 199 federal income product, 727 T withholding, 105–106 screen resolution, 197–198 FUTA (federal before uploading and tab, 144 unemployment tax), launching, 195–196 table 82, 105 usability, 414 border, 167 income, 104 text cell, 166 Medicare, 88, 105 HTML, 161 column, 166–167 payroll, 105–107 skimmable, 187–188 HTML, 165–168 profi tability and, 103 white, 704 row, 167 quarterly, 106–107 text link ad, 220 spreadsheet style format, sales, 108 text message, 499–500 165 Social Security, 88–89, 105 text-to-buy ads, 498, 500 width, 167–168 sole proprietor, 88–89 texture artist, Second tag, 166–167 tax year, 109 Life, 688 thank-you note, 737–738

776_431962-bindex.indd6_431962-bindex.indd 880808 22/18/09/18/09 111:23:041:23:04 PPMM Index 809

TheBizOppNetwork Web infringement, 241 Tucows Web site, 41 site, 234 international law, 102 tutorial, 154 theft, 341 reason for, 96 Twitter Web site, 499 theme, online display, 482 registration, 96–97, 99–100 TypePad Web site, 670 third-party rule, return traffi c policy, 60 affi liate, 358 threat. See also attack analysis software, 423–426 U blended, 338 business change unifi ed registration evil twin, 350 assessment, 697 statement (URS), 639 risk analysis, 321 CafePress store, 581 Uniform Resource Locator smurfi ng, 338 daypart, 356–358 (URL) sniffi ng, 350 determining what time of defi ned, 71–72 war driving, 350 day is best, 356–358 elements in, 129–130 wi-fi shing, 350 hit analysis, 416 for home page, 130 wireless network, 350 how to increase, 356, 358 referrer fi le, 418 Three Ring exercise, 19–21 log fi le measure, 415 United States Patent and thumbnail photo, 701 measuring against Trademark Offi ce Web Thunderbird e-mail activity, 422–423 site, 99 program, 72 path analysis, 428–429 unskilled labor, Second TicketsNow Web site, 42 traffi c pattern, 216–218 Life, 687 tickler, 382 trainer, nonprofi t updating Web site, 433–434. tiered pricing structure, 527 organization, 637 See also business TIF format, 74 training program, change assessment; time limit security, 326 redesign return policy, 60 transaction fee uploading, 195–196 special deal and Amazon Marketplace, 531 UPS carrier, 297, 513 promotion, 409–410 credit card, 261 upselling, 524 Times New Roman font, 145 Yahoo! Small Business, Urchin Web site, 423 title 552 URL (Uniform Resource in header section, 163 travel category, baby Locator) review, 365 boomer market, 663 defi ned, 71–72 title keyword, 446–447 Trebuchet font, 145 elements in, 129–130 tone of voice, blog, 666–667 Trellian Web site, 161 for home page, 130 toolbar placement, 143 trend, business change referrer fi le, 418 topic assessment, 703 URS (unifi ed registration article, 369–370 TrendHunter Web site, 649 statement), 639 blog, 666 TrendTracker Web site, 649 U.S. Copyright Offi ce, top-level domain, 130 TrendWatching Web 98, 100 tracking inventory, 301 site, 649 U.S. Postal Offi ce, 297 tracking tag, 233 trial version, trying before usability feature, 701 trade group, 397 buying, 41 usability study, 717–718 trade show, 726–727 Trojan virus, 332 usability testing, 414 trademark troubleshooting, 36 USB memory stick, 70 basic description of, 96 TRUSTe Web site, 314 user community, 714 fi ling fee, 99 trusted advisor, 759 USPS Web site, 295 hiring attorney for, 102 try it before you buy it option, 472

776_431962-bindex.indd6_431962-bindex.indd 880909 22/18/09/18/09 111:23:041:23:04 PPMM 810 Starting an Online Business All-in-One For Dummies, 2nd Edition

Authorize, 259 V W Benefi tEvents, 609 BiddingForGood, 606 ValueAd Web site, 226 war driving, 350 BizBuySell, 772–773 value-based pricing warehouse inventory, 512 BizByOwner, 772 strategy, 279–280 warranty, 70 BizOffi ce, 215 ValueClick Web site, 226 WCAG (Web Content BizQuest, 772 variable closing fee, Accessibility BlackBaud, 613 Amazon Marketplace, Guidelines), 199 Bonanzle auction, 575–576 531 Web analysis hosting Bplans, 32 variable expense, 279 option, 180 BrowserCam, 199 variance, zoning, 84 Web Content Accessibility BurstMedia, 226 VC (venture capital) Guidelines BusinessBroker, 772 funding criteria, 46–47 (WCAG), 199 BusinessMart, 772 as funding resource, 46–48 Web Express Web site, 161 buyer-friendly site, IPO (initial public Web Monkey Web site, 161 400–403 offering), 46 Web page Caleris, 287 resource, 47–48 arrangement, 448 Campaigner, 381 VCommerce Web site, 515 quick-loading, 151 CanadaHelps, 610 venture capitalist, 771 static, 715 Cardboard Fish, 500 Verdana font, 145 Web seminar. See Webinar Cardservice International, Verisign company, 310 Web site 258 vFinance Web site, 45 ABA (American Bar Care2, 622 virtual community, 679 Association), 102 Caspio, 734 virtual dedicated server, About, 363 Cellfi re, 500 183 Adobe Acrobat, 74 Chamber of Commerce, 19 virtual private network AdvertisingZ, 226 Charity Guide, 622 (VPN), 351–352 AdXpress, 226 Charity Navigator, 622, virus Affi liateFuel, 234 641–642 hoax, 332 Affi liateWiz, 228 CharityWeb, 613 risk analysis, 321 AGN North America, 120 Chase Paymentech, 259 Trojan, 332 AICPA, 120 Clickbank, 234 worm, 331 Alexa, 217 cMarket, 606 vision/mission statement, Amazines, 372 CoffeeCup, 161 31, 36 Amazon, 363 CommissionJunction, 234 visitor. See customer American Institute ComScore, 504 VMyths Web site, 332 of Professional Constant Contact, 381 voice-mail greeting, as Bookkeepers, 120 CORESense, 515 marketing, 391 AngelInvestorNews, 45 Corporate Rewards, 737 volunteer and client Article Marketer, 372 CPA Associates recruitment, 594 Articles Base, 372, 396 International, 120 Volusion storefront, 528 ArtQuest, 206 Craigslist, 376 VPN (virtual private AuctionAnything, 609 Creating Online, 161 network), 351–352 AuctionBytes, 577 Cross Link Media, 500 Auctiva, 574 Dealio, 725

776_431962-bindex.indd6_431962-bindex.indd 881010 22/18/09/18/09 111:23:051:23:05 PPMM Index 811

Delivra, 381 Goarticles, 372, 396 Mission Fish, 606 DonorPerfect, 621 GoBid, 609 Miva Merchant, 273 DonorWorks, 621 GoECart, 270–271 Mobile Marketing eBay, 363 Google Analytics, 426 Association, 498 eBay Solutions Green Guide, 364 Movable Type, 671 Directory, 574 Guardian eCommerce, 314 MyAuctionPlanet eBid auction, 577 Guru, 762 auction, 577 eCardMAX, 628 HotSpotVPN, 352 MySpace, 215, 678 E-Commerce Times, 759 iBill, 263 NAEA, 120 ECommerce-Guide, 278 IconoWatch, 649 Napster, 215 Ecommerce-Guide IDC, 27 National Business Daily, 649 iDevAffi liate, 228 Incubation eFax, 67 iGive, 613 Association, 51 E-Fulfi llment Service, 287 Independent Computer NBAI, 45 eLance, 171 Consultants Netgear, 351 eLayaway, 731 Association, 762 NetSuite, 515 Elliance, 737 Institute of Management Network for Good, 610 eMarketer, 278 Consultants USA, 762 Network Solutions, 258 eMarketing Association, Internet Council, 779 News, 364 779 Internet World Stats, 5 NFIB (National Federation Endicia, 295 Intuit, 115 of Independent Entrepreneur, 772 IRS, 39–40, 80, 106 Business), 779 Epicor, 515 iSnare, 372 Omniture, 426 Etsy auction, 576 JangoMail, 381 1ShoppingCart, 270 EXMG, 381 Jupiter Research, 278, 358 Online Datacor Blue eZineArticles, 396 JustGive, 610 Pay, 260 Facebook, 215, 678 Kijiji, 376 Online-Rewards, 737 FastClick, 226 LinkedIn, 678 Organization of Search FastStats, 423–424 LinkShare, 234 Engine Optimization FeedBurner, 666 Linotype, 660 Professionals, 762 FindLaw, 102 LiveDeal, 578–579 Pantone, 144 Firstdata, 259 LiveJournal, 670 ParaChat, 405 Firstgiving, 629 LocalVoice, 613 Pay By Check, 262 font, 145 Mach5, 424 PDG, 273 Forrester, 278 maintaining performance Pitney Bowes, 295 4Info, 500 of, 513–514 Plum Reward, 500 Free-Downloadable- MajorGeeks, 41 PlunderHere auction, 576 Software, 41 MarketWords, 574 PriceGrabber, 725 freeware, 41 Merchant 911, 309 Privacy Secure, 314 FTA, 108 Merchant Risk Profi t Point, 737 Fulfi llment Works, 288 Council, 309 Proximity Media, 501 Funding Universe, 45 Merchant Warehouse, 258 PubMatic, 221 Gartner, 27 MergerPlace, 772 purchasing existing, 51–53 Go Big Network, 45 Microsoft Money, 75 Quicken, 75

776_431962-bindex.indd6_431962-bindex.indd 881111 22/18/09/18/09 111:23:051:23:05 PPMM 812 Starting an Online Business All-in-One For Dummies, 2nd Edition

Web site (continued) Web Studio, 161 product category pages, Red Fish Media, 499 Webalizer, 423 156 Sacaya, 501 Webgistix, 288 product display, 487 SBA (Small Business WeBidz auction, 576–577 quick-loading pages, 151 Administration), 19, WebLoyalty, 737 reasonable expectation 35, 94 WebTrends, 423–424, 426 and guideline, 158–159 SBDC (Small Business We-Care, 613 simplistic approach to, Development Wensy auction, 577 148, 487 Center), 19 Wise Giving Alliance, 640 site map, 157 Schwab Find for Women’s Business site-builder checklist, 158 Charitable Giving, 610 Center, 19 site-building tools, 161, SCORE, 19, 760 WorldWide Brands, 210 168–169 SearchEngineForums, 450 XtraCoupons, 501 special promotion, 488 SearchEngineWatch, 450 Yahoo! Shopping, 364 structure, 143–144 security, 310–313 YourCause, 613 subfunction, 156–157 selling, 772–775 Zazzle, 589–590 substance over style Shop, 779 Web site design approach, 149–150 ShopFactory, 273 baby boomer market site, timeless appearance, ShopSite, 273 659–662 146–148 Spreadshirt, 588–589 build-it-yourself, 160–169 too much information, 158 Stamps, 295 business change updated and relevant Strategic Fulfi llment assessment, 704–705 information, 148 Group, 288 checklist, 158 viewable image Stylephile from checkout process, 487 importance, 153 Variety, 649 clutter, 487 well-structured business submitting to search color, 144 plan, 155–159 engine, 439–443 for conservative working link, 153 SurveyMonkey, 702 industry, 146 Web Studio Web site, 161 TheBizOppNetwork, 234 ease of navigation, 153 Webalizer Web site, 423 Trellian, 161 fi rst impressions, 146–148 WebEx company, 252–253 TrendHunter, 649 Flash animation, 149–150 Webgistix Web site, 288 TrendTracker, 649 fl owchart, 157 WeBidz auction Web site, TrendWatching, 649 functionality, 151–154 576–577 TRUSTe, 314 general appearance, 487 Webinar (Web seminar) Tucows, 41 high-service model, 718 audience, 253–254 Twitter, 499 holdups/traps, 159–160 basic description of, 251 TypePad, 670 home page, 157 live meeting, 252 United States Patent and image, 145 PowerPoint slide, 252 Trademark Offi ce, 99 layered information, 487 recording, 252–253 updating, 433–434 layout, 143–144 speaking out with, Urchin, 423 link, 487 366–367 USPS, 295 low-key approach, 146 when to use, 252 ValueAd, 226 media, 145 WebLoyalty Web site, 737 ValueClick, 226 navigation importance, WebStore (Amazon), VCommerce, 515 487 538–539 vFinance, 45 personal preference, 146 WebText Web site, 499–500 VMyths, 332 product and service make- WebTrends Web site, Web Express, 161 up and complexity, 156 423–424, 426 Web Monkey, 161 WebTrust company, 310

776_431962-bindex.indd6_431962-bindex.indd 881212 22/18/09/18/09 111:23:051:23:05 PPMM Index 813

We-Care Web site, 613 audience factors, 187 Worldwide Brands Web Wensy auction Web basic description, 187 site, 210 site, 577 buzzword, 191 worm, 321 WEP (Wired Equivalent call to action, 191 WPA (Wi-Fi Protected Privacy), 349 content packaging, Access), 351 Western Union, sending 187–188 Write tab (WordPress payment through, 263 easy to read, 186 Admin panel), 675 WhatUSeek search evoking feeling writing for the Web. engine, 442 through, 191 See word choice white text, 704 lingo, 186 written contract, 763 wholesale, 208–209 organized content, W3C (World Wide Web widget, 525 188–191 Consortium), 199 width, table, 167–168 problem identifi cation, wife/husband sole 191 proprietor, 89–90 search engine-friendly, X Wi-Fi Protected Access 192–193 XML-data feed, 525 (WPA), 351 self explanatory, 186 XtraCoupons Web site, 501 wi-fi shing, 350 simplistic, 186 Windows Media Player skimmable text, 187–188 (Microsoft) word of mouth, public Y Windows operating relation, 367–369 system, 179 word processing Yahoo!, 440–442 WinZip utility feature, 74 software, 75 Yahoo! Merchant Solutions Wired Equivalent Privacy Word word processing automatic backup, 543 (WEP), 349 software (Microsoft), billing information wireless local-area network 75 entry, 545 (WLAN), 347 word-of-mouth marketing, Catalog Manager page, wireless network 646 547–549 connection, 352 WordPerfect word credit card verifi cation, risk analysis, 350–351 processing software, 75 543 security, 347–350 WordPress blogging customer relationship security plan, 317 software management, 554–555 standard, 348–349 basic description off, 670 Domain Control panel, 546 threat, 350 Design tab, 674 Email control panel, 546 VPN, 351–352 password, 673 fee, 552 Wise Giving Alliance Web privacy term, 674 four-point checklist, site, 640 registration, 672–674 549–550 withholding form, 105 Sign Up Now button, 673 identifi cation information, wizard, storefront, 523 terms and conditions, 673 544–545 WLAN (wireless local-area Write tab, 675 inventory tracking, 542 network), 347 workspace organization marketing program, Women’s Business Center equipment, 66–70 553–554 Web site, 19 fl oor plan, 63–66 path report, 556 word choice. See also software, 71–75 Professional package, 551 content World of Warcraft MMO sales report, 542, 555–556 abbreviation, 186 game, 678 search engine, 554 attention grabber, 186, World Wide Web shopping cart, 542 191–192 Consortium (W3C), 199 shopping directory list, 553

776_431962-bindex.indd6_431962-bindex.indd 881313 22/18/09/18/09 111:23:051:23:05 PPMM 814 Starting an Online Business All-in-One For Dummies, 2nd Edition

Yahoo! Merchant Solutions setup fee, 552 (continued) transaction fee, 552 Sign Up button, 544 YourCause Web site, 613 SSL technology, 542 Standard package, 551 Starter package, 550–551 Z Store Manager section, Zazzle Web site, 589–590 546–547 zip utility, 74 subdomain, 542 ZipBackup software, 345 Web Hosting control ZoneAlarm fi rewall, 346 panel, 546 zoning Yahoo! Search blog, 450 home occupational Yahoo! Search Marketing permit, 84–85 tool, 504–507 mixed use area, 83 Yahoo! Shopping Web ordinance, 83–84 site, 364 variance, 84 Yahoo! Site Explorer Zotob worm, 331 tool, 451–452 Yahoo! Small Business advantage of, 541 monthly fee, 552

776_431962-bindex.indd6_431962-bindex.indd 881414 22/18/09/18/09 111:23:051:23:05 PPMM