Starting an Online Business for Dummies, 6Th Edition

Index

global networking, 254 • Symbols and guerilla marketing, 249–250 language, 251–255 Numerics • multilingual sites, 252–253, 255 = (equal sign), 139 newsgroups, 242–244 (...) ellipses, 323 newsletters, 198–199, 235, 238–241 1-800-FLOWERS, 343–344 overview, 233–234 1shoppingcart.com (Web site), 241 paying for, 261 1st American Card Service, 173, 174 professional services, 60–61 1000 Markets (Web site), 317 salutations, 251–252 AdWords (Google), 247, 263–268, 290 affi liate (Amazon.com), 288–290 • A • affi liate network, 291 About Me page (eBay), 306–309 Alfresco, 210–211 About.com (Web site), 62 algorithms, 161 Absolute Software Corp.’s CompuTrace Alibaba marketplace, 228 Plus, 159 AliExpress (Web site), 228 Access Market Square (Web site), 91 alt discussion group, 214–215 accounting Amazing Keys (Web site), 22 methods of, 372–373 Amazon, 19, 34, 287–294 programs for, 41 American Express, 173–174 tools “An American in the French Languedoc” basics, 371–376 (Vickers), 236 software, 376–381 animating ads, 250 taxes, 381–384 announcement lists, 243 accounting periods, 373 antivirus protection, 156–157 accrual-basis accounting, compared with AOL, as Internet search service, 261 cash-basis accounting, 372–373 AOL Shopping, 91 Ad-Aware, 159–160 applets (Java), 108 Adler, David M. (attorney), 356 application service provider (ASP), Adobe Acrobat Reader, 365 150–153 Adobe ColdFusion, 148 AquaPrix, Inc. (Web site), 150 Adobe Dreamweaver,COPYRIGHTED 101–102, 130–131 Arlington MATERIAL Virginia Computer Repair, 62 Adobe PageMaker, 99 Art Gaga (Web site), 63 Adobe Photoshop, 76, 313, 365 ArtFire Adobe Quark Xpress, 99 customer service, 196 Adobe Systems Inc. (Web site), 112 Facebook sales system, 345 AdSense (Google), 15 Far East products, 227 advertising and publicity. See also banner overview, 13, 218, 397 ads; blogs; mailing lists; marketing; Web site, 317, 394 SEO (Search Engine Optimization); Ask Network, as Internet search service, social networking 245, 261 contests, 244–245 ASP (application service provider), effective communication, 255 150–153

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assets, assessing, 374–375 Beadle, Philip (author) aStore, 291 Silverlight 4 For Dummies, 102 Atom syndication tool, 26 Ben and Jerry’s (Web site), 60 AtomZ (Web site), 121 Best of the Web (Web site), 274 AT&T (Web site), 72 Better Business Bureau (Web site), 146 attachments (e-mail), 75, 204 Bexos, Jeff (Amazon founder), 294 attributes, 139 Bidz.com (Web site), 20 auction sales. See also online auctions Bieber, Justin (singer), 233 building reputations, 304–309 BIN price (online auctions), 304 customer service, 314–315 Bing (Microsoft), 25, 36, 259–260, 272 eBay, 303–318 “Bing for Webmasters” (Microsoft), 260 marketplaces, other, 319 Blogads (Web site), 15 overview, 22, 301–303 Blogger (Web site), 16, 25, 63, 349 PowerSellers, 315–318 BlogHarbor (Web site), 16 preparing sales descriptions, 309–314 BlogPulse, 349 AuctionBytes (Web site), 136, 185 blogs. See also speciﬁ c blogs audience, 237–239 adding ads, 350 auto-responders (e-mail), 75, 95, 202–203 asking for donations, 350–351 auxiliary storage, 65 choosing hosts, 349 AVG AntiVirus, 156 Clean Air Gardening, 18, 276–277, 280, 352 Avira AntiVir Personal Edition Classic for customer comments, 132 (H+BEDV), 156 as marketing strategy, 235 other benefi ts of, 351–352 overview, 14–17, 349 • B • searching through, 337 Babel Fish Translation (Yahoo!), 252–253 Bloomberg Online Currency Calculator, 193 Babylon Mall Web site creation, 86 Blueberry Boutique, 21 back end/back offi ce, 40 Bock, Darren (Wensy.com), 398 background, 122 Bonanzle (Web site), 146, 317, 396 Backup Exec (Symantec Corporation), 78 book backups conventions, 7 importance of, 159 icons, 8 power systems, 156 organization of, 5–7 software, 78 Boutell, Thomas (World Wide bandwidth for online newsletters, 198 Web FAQ), 197 banner ads Box storage software, 78 cost of, 246–247 Boyd, Lucky (online merchant), 47, 52, designing, 248 53, 54 as marketing strategy, 235 Bplans.com (Web site), 254 overview, 52–53, 245–246 branding, 234–235, 237 profi ting from others, 247 brick-and-mortar business, compared with Banner Generator (Prescient Code Web-based business, 199–200 Solutions), 248 browser-safe colors, 123 Banner Maker Pro (Web site), 248 built-in software, 25 Bare Bones Software, Inc., 99–100 business deductions, 383–384 BBBOnline, 157–158 business news and trends, 336–339 BBEdit, 99–100

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Business Plan Pro (Palo Alto Software), ClearCommerce, 177 37, 254 ClearTran, 186 business presence Clickthrough Rate (CTR), 246 advanced layouts, 138–142 clip art, 35, 125–128 attracting customers with content, Clip Art Universe (Web site), 125 109–121 clipart.com (Web site), 125 creating Web presence, 137–138 close-ups (eBay), 313 defi ned, 105 cloud computing, 78 establishing visual identity, 121–129 CNET, 66, 185 Feng Shui your Web site, 106–108 CNN.com news site, 249 inviting customer comments, 129–137 CoffeeCup HTML Editor (CoffeeCup business strategy (Amazon), 294 Software), 100, 125 BuyItSellIt.com. See HighWire Commerce ColdFusion (Adobe), 148 (Web site) co-location, 149 Buzz Marketing with Blogs For Dummies color (Web site), 122–123 (Gardner), 16 comments (customer) chat, 136–137 discussion blogs, 132 • C • e-mail feedback, 130–131, 221 C Corporation, 369, 370 guestbook, 132–136 cable modem, 72 overview, 129–130 Cable-Modem.net (Web site), 72 Web page forms, 131–132 CafePress, 86, 294–298, 316 Commercial Invoice, 255 calendar year, 373 commercial Web sites, evaluating, 59 call pack, 71 Common Gateway Interface (CGI) Calothis, Sarah (psychotherapist), 61 program, 207 Canon PowerShot A490, 69 Communication Expressway (Web site), 61 Cardservice International (Web site), 178 community page (Facebook), 342 “card-swipe” purchases, 176 competitors, researching, 34 Cascading Style Sheets (CSS), 102, 141 ComponentControl (Web site), 150 cash-basis accounting, compared with Compost guide (blog), 18 accrual-basis accounting, 372–373 CompostGuide.com (Web site), 280 catalogs, creating, 83 computers CD-RW/DVD±RW drive, 67 choosing, 65–66 certifi cates, 46, 162–165 equipment deductions, 384 CFR (Cost and Freight), 192 opportunities with resources, 62–63 CGI (Common Gateway Interface) services, 62 program, 207 CompuTrace Plus (Absolute Software Chamandy, Alex (business owner), 62 Corp.), 159 ChannelAdvisor, 21, 147, 148 connection options chat, for customer comments, 136–137 cable modem, 72 The Chocolate Farm, 54 DSL, 29, 72–73 Class 1 Digital ID. See certifi cates phone lines, 71, 154–155 classifi eds, as marketing strategy, 235 Smart phone, 73 Clean Air Gardening (blog), 18, 276–277, consignment, 220–221 280, 352 Constant Contact (Web site), 239, 242

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content (Web site), attracting customer service customers with brick-and-mortar compared with headings, 113, 117 Web-based, 199–200 images, 118 discussion area, 213–215 KISS principle, 109–110 as eBay seller, 314–315 links, 117 e-mail, 202–206 lists, 115–116 FAQs, 196–197 overview, 109 forms, 207–209 searchability of site, 118–121 newsletters, 198–199 site map, 120 overseas markets, 212–213 site navigation, 111–113, 392 overview, 195–196 tone, 111 personalization of, 209–215 Web page title, 117 reaching customers, 201–209 contests, 244–245 RSS feeds, 200–201 conventions, explained, 7 customers copyright, 362–365 attracting Corel (Web site), 127 headings, 113, 117 Corel’s Paint Shop Pro, 76, 248, 313, 365 images, 118 Cost and Freight (CFR), 192 KISS principle, 109–110 Cost Per Click (CPC), 246–247 links, 117 Cost Per Thousand (CPM), 246 lists, 115–116 Counselor-O-Matic (Web site), 61 overview, 109 CPC (Cost Per Click), 246–247 searchability of site, 118–121 CPM (Cost Per Thousand), 246 site map, 120 Craigslist, 284–287, 355 site navigation, 111–113, 392 Cramer, Mark (businessman), 3 tone, 111 Creating Web Pages For Dummies Web page title, 117 (Smith), 98 avoiding confl icts with, 367 credit card merchants, 46–47 interacting with, 391 credit card purchases personal connections with, 391–392 merchant accounts, 46–47, 173, 175–176 researching, 34 overview, 173–175 tracking, 198 processing orders, 177–178 CutePDF (Web site), 199 secure servers, 46, 96, 173, 176 Cutts, Matt (Google employee), 324, 325 verifying data, 176–177 cyberbusiness plan, developing, 37–38 cropping, 126–127 cyberwallet, 180 CrystalTech Web Hosting, Inc., 87–88 CSS (Cascading Style Sheets), 102, 141 CTR (Clickthrough Rate), 246 • D • culture, researching, 34 data customer comments automatic backups, 96 chat, 136–137 storage of, 156 discussion blogs, 132 updating, 54 e-mail feedback, 130–131, 221 data bit, 162 Facebook, 344–345 database connectivity, 83 guestbook, 132–136 DBA (Doing Business As), 366 overview, 129–130 DDR SDRAM (double data rate SDRAM), 65 Web page forms, 131–132 dead site, 324

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dedicated server, 150 eBay Demilitarized Zone (DMZ), 161 auctions Denali Flavors (blog), 15 building reputation, 304–309 Department of Commerce (U.S.), 33 customer service, 314–315 Departments of Revenue, 226 overview, 303–304 depreciation, 374 PowerSellers, 315–318 Description command, 271–272 preparing sales descriptions, 309–314 DHL (Web site), 188 business schedule, 306 Digimarc, 365 overview, 20, 79 digital camera, 69–70, 71 Web site, 221 Digital Millennium Copyright Act (DMCA), eBay Motors, 284 363–365 eBay PowerUser’s Bible (Holden), 21–22, 313 Digital Subscriber Line (DSL), 29, 72, 73 eBay Stores, 316, 318 digital watermarks, 364–365 “eBay’s Allure Is Going, Going, Gone” discount rate, 47, 173 (SmartMoney), 393 Discover, 173–174 ecBuilder pro, 89 discussion areas ECEurope, 191 alt, 214–215 Echoed Sentiments Publishing, 364 groups, 75, 244 economy, current status of, 2–3 lists, 243 eCrater (Web site), 317, 395 overview, 213–214 Edelheit, Jeffrey (business planning and Yahoo! Group, 215 development consultant), 254 Distributed Intrusion Detection System editors (image), 76 (DShield), 161 eGodrives, 78 Dixler, Kevin L. (attorney), 60 Elance, 42 DMCA (Digital Millennium Copyright Act), electronic storefront software, 86–87, 89 363–365 Ellinger, Amber Lee (singer), 233 DMZ (Demilitarized Zone), 161 ellipses (...), 323 Doing Business As (DBA), 366 e-mail domain names, 43, 82, 326–327, 361–362 attaching fi les, 75, 204 Domain Survey (Internet Systems auto-responders, 75, 95, 202–203 Consortium), 57 creating signature fi les, 75, 204–206 dot pitch, 68 encrypting, 166–169 double data rate SDRAM (DDR SDRAM), 65 feedback, 130–131, 221 double taxation, 368 as marketing tool, 51 DoubleClick (Web site), 247 quoting, 75, 203–204 downloading, 72 software, 75 Dreamweaver (Adobe), 101–102, 130–131 eMarketer, 33 drop-off store, 222 encryption DShield (Distributed Intrusion Detection defi ned, 161 System), 161 e-mail messages, 166–169 DSL (Digital Subscriber Line), 29, 72–73 public-key/private-key, 161–162 dynamic site, 83 software, 165–166 symmetrical, 162 Engel, Victor (Web site), 123 • E • eNom, 326–327 EarthLink (Web site), 72 Entrepreneur (magazine), 15 Easecard Chinese wallet, 180 Epson (Web site), 128 Easyhosting, 90 equal sign (=), 139

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equipment feedback assembling, 39–40 eBay, 304–305 CD-RW/DVD±RW drive, 67 e-mail, 130–131, 221 computer, 65–66 FeedBurner feed management provider, 28 fax, 68–69 Feedster search engine, 27–28 hard drive storage, 67 fees, 340 image capture devices, 69–71 Feng Shui Web site, 106–108 monitor, 67–68 Fetch FTP program, 93 overview, 64–65 fi le formats, 128 processor speed, 66 fi le transfer limits, 97 equity, 374 File Transfer Protocol (FTP) software, escrow services, 178, 181, 194 76, 93 Etsy (Web site), 218, 317, 394 FileZilla FTP program, 76, 93 EveryPlaceISell (Web site), 14 FinanceToGo (Web site), 377 eWeek News (newsletter), 241 fi nancial activities, recording, 47–48 expenses, 374–376 Firefox, 166 expertise fi rewall, 158, 160–161 selling, 61–62 1st American Card Service, 173, 174 sharing, 48–49 fi scal year, 373 Export-Import Bank of the fl ash-based video, 18 United States, 194 fl at shipping fee, 315 Expression Web (Microsoft), 102, 208–209 fl ea markets, 223–224 eXtensible Markup Language (XML), 25 Flickr, 18, 22–23 external images, 118 FOB (Free on Board), 192 Extropia.com (Web site), 136 Folder Guard (WinAbility Software3 EXW (Ex Works), 192 Corporation), 154 Ford Motor Company, 347 form fi elds, 131 • F • formats (fi le), 128 Facebook FormMail.To (Web site), 132 attracting “likers,” 343–344 forms, 131–132, 207–209 customer comments, 344–345 FormSite.com (web site), 151 “kiosk,” 345–346 Forrester Research, 33, 60 overview, 12–13, 75 “four Cs,” 34 Fain, Chris (antiques dealer), 394–395 Free Money Finance (blog), 15 fair use, 363 Free on Board (FOB), 192 FanBlast (Web site), 199 free trade zones (FTZ), 191 FAQs, providing, 196–197 FreeFind search service, 121 Far East, products from, 227–228 Freeservers, 85, 86 fax machines, choosing, 68–69 Friendster (Web site), 12 federal taxes, 382–383 front door, 143 Federation of International Trade Froogle. See Google Product Search Associations (Web site), 191 FTP (File Transfer Protocol) software, Fedex, 187–188 76, 93 FTZ (free trade zones), 191 fulfi llment, 187–189

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registering sites with, 272 • G • selling merchandise with, 339–340 gadgets, adding, 335–336 tools garage sales, 223–224 business news/trends, 336–339 Garden Tool Buyer’s Resource Google Apps, 326–336 (Web site), 280 Google Directory, 322–326 Gardening Gift Guide (blog), 18 overview, 321 Gardening Guide (Web site), 280 selling merchandise, 339–340 Gardner, Susannah (author) Web site, 245 Buzz Marketing with Blogs Google AdSense, 15 For Dummies, 16 Google AdWords, 247, 263–268, 290 GHz (gigahertz), 65 Google AdWords For Dummies GIF (Graphics Interchange Format), 128 (Jacobson), 263 GIF Construction Set Professional, 250 Google Analytics, 337–339 gigahertz (GHz), 65 Google Apps global networking, 254 adding gadgets, 335–336 globalEDGE (Web site), 190, 191 adding news headlines, 335–336 Gmail, 330–331 creating pages with Google Sites, 333–335 GoAntiques (Web site), 396 creating user accounts, 329–330 GoDaddy (Web site), 58, 326, 327 domain names, 326–327 Goemerchant, 47 Gmail, 330–331 Golfballs.com (Web site), 59 Google Analytics, 337–339 goods and services Google Calendar, 332–333 consumer, 60 Google News, 336 essentials, 146 Google Talk, 332 Far East, 227–228 overview, 85, 326 fi nding, 219–224 verifying ownership, 327–329 inventory, 147–148 Google bombing, 263 overview, 146, 217–218 Google Calendar, 332–333 packing, 315 Google Checkout, 184–185, 340 predicting good sellers, 218–219 Google Directory, 322–326 returns, 147 Google Docs, 78 selling, 339–340, 352 Google Groups, 214, 244 shipping, 147, 315 Google Guide (Web site), 324 trade shows, 229 Google Merchant Center, 339 turnover of, 389–390 Google News, 336 wholesale suppliers, 224–227 Google Product Search, 339 Google Google Sites, 333–335 business resources, 23–24 Google Talk, 332 googling yourself, 262 Google Trends, 23–24 groups, 243 Googlebot, 272 as Internet search service, 261 Grandma Jam’s Sweepstakes/Contest legal issues, 355–356 Guide, 62 overview, 36 graphic identities, establishing, 45 payments, 19, 184–185, 340 Graphic Maps, 35, 250 Graphics Interchange Format (GIF), 128

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graphics software, 41 gross receipts, 374 • I • group page (Facebook), 343 I Hate Starbucks (Web site), 367 groups (Google), 243 ICANN (Internet Corporation for Assigned guerilla marketing, 249–250 Names and Numbers), 362 guestbook, 132–136 Ice Puck University (Web site), 245 Guide to International Business icons, explained, 8 Communication (Merriam Webster), 251 ICSA Product Testing Reports, 157 image capture devices, 69–71 • H • image editors, 76 image hosting (eBay), 313 H & R Block, 347 images hard drive storage, 67 eBay listing, 313 hardened, 161 tiling for background, 123 hardware, 38–41, 160, 174 Web site, 118 H+BEDV’s Avira AntiVir Personal Edition Inc. (magazine), 58 Classic, 156 income, tracking, 374 headings incoterms, 192 eBay listing, 311 independent contractors, 375 Web site, 113, 117 indexing Web pages, 279 help, fi nding, 41–43 Infopia, 21 High Point Solutions (Web site), 58 inkFrog auction service, 309 HighWire Commerce (Web site), 396–397 inline frame, 289 Hitwise (Web site), 277 inline image, 118 Holden, Greg (author) Innovative Security Products, 159 eBay story, 302 instant messaging software, 77 eBay PowerUser’s Bible, 21–22, 313 insurance, 155 Literary Chicago, 239 The Insurance Agency, Inc., 155 Web site, 8, 288 intellectual property, 362 home offi ce deductions, 383 Interactive Advertising Bureau (Web site), home page, 106–108 234 hosts. See Web hosts interlaced, 128 HotHotHot (Web site), 122 Internal Revenue Service (IRS), 227, 372, “How Much Does It Cost to Incorporate” 375 (AllBusiness.com), 370 International Addresses and Salutations HTML (HyperText Markup Language), 25, (Web site), 251 35, 53, 74, 139, 269–272 International Chamber of Commerce (Web Html Gear guestbook program, 133 site), 192 HTML tags, 138 international trade HTML, XHTML & CSS For Dummies (Tittel commercial trade terms, 192 and Noble), 98 currency, 193–194 Hundley, Lars (blogger), 18, 276–277, 352 issues, 190–191 HyperNews (Web site), 136 shipping overseas, 192–193 HyperText Markup Language (HTML), 25, International Web Page Awards, 121 35, 53, 74, 139, 269–272 Hypertext Preprocessor (PHP), 25

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Internet phone software, 77 • K • search services, 52, 261–262 Kalin, Rob (marketplace owner), 394 service providers, 63 Kent, Peter (author) user statistics, 3–4 Search Engine Optimization Internet Corporation for Assigned Names For Dummies, 263 and Numbers (ICANN), 362 key, 162 Internet Explorer (Microsoft), 166, 167–168 keyword density, 278 Internet Systems Consortium’s Domain keywords Survey, 57 adding to HTML, 269–272 Internet Tax Freedom Act Amendment Act adding to key pages, 278 (2007), 382 building in, 324–326 InterShipper, 189 eBay listing, 311–312 interstitials, 235, 250 relationship with search engines, 258–260 inventory, 40, 147–148 searches, 235 iOffer (Web site), 20, 395 King, Kimberly (eBay seller), 315–316 Iomega Prestige, 78 KISS (keep it simple) principle, 109–110 IP address, 81 Kodak, 347 Irish Department of Enterprise, Trade and Krishnan, Mahesh (author) Employment (Web site), 190 Silverlight 4 For Dummies, 102 IRS (Internal Revenue Service), 227, Kutcher, Ashton (actor), 14 372, 375 iShip (Web site), 147 iSOLD It (Web site), 222 • L • ISP (Internet Service Provider), 91–94 LaLiberte, Daniel (HyperNews ISP EarthLink, 91–92 founder), 136 IT Utils (Web site), 149 Lamberts, Rob (physician), 61 Iverson, Laura Milnor (eBay seller), Lands’ End (Web site), 197 306–307, 316–317 language, use of, 251–255 iWon (Web site), 58 Lanham Act, 360–361 Laughter, Doug (businessman), 83, 87–88 • J • layers, 140–141 layouts Jacobs, John (CEO), 196, 227 Cascading Style Sheets (CSS), 141 Jacobson, Howie (author) HTML, 139 Google AdWords For Dummies, 263 layers, 140–141 Java applets, 108 tables, 138–140 John Wiley & Sons (Web site), 189 LCD (liquid crystal display), 67–68 Johnny Puck (Web site), 245 LeadMaster (Web site), 151 Joint Photographic Experts Group legal forms, 367–370 (JPEG), 128 legal issues journal, 374 copyright, 362–365 JPEG (Joint Photographic Experts legal forms, 367–370 Group), 128 licensing and other restrictions, 366–367 Julie/Julia Project (blog), 132

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legal issues (continued) marketing. See also advertising and overview, 355–356 publicity trade names and trademarks, 356–365 strategy Lifehacker (Web site), 62 audience, 237–238 limited liability corporation (LLC), branding, 234–235, 237 369, 370 utilities, 83 link exchanges, 323 viral, 210 LinkedIn (Web site), 12 yourself, 351–352 links marketplace (Amazon.com), 292–293 maximizing, 279–280 marking modems, 159 pages, 62 markup tags, 139 relationship with search engines, 260 Martin, Gabe (cartoonist), 245 shipping services, 187–188 Master Composter (Web site), 280 Web site, 117 Matt’s Script Archive (Web site), 136, 208 liquid crystal display (LCD), 67–68 Maximizer Software’s ecBuilder Pro, 89 The List, 94 Maxwell Street Market, 42 lists (Web site), 115–116 McAfee’s VirusScan, 157 ListSTAR (MCF Software), 242 McDermott, Michael Literary Chicago (Holden), 239 (singer-songwriter), 63 LivePerson Pro software, 212 MCF Software’s ListSTAR, 242 LLC (limited liability corporation), media, alerting, 51–53 369, 370 megahertz (MHz), 65 local regulations, 366 megapixels, 69 log fi le analysis, 280, 281 memberships, 49–50 logos, creating, 129 memory, 65, 66 Loureiro, Leonardo Haddad merchandise. See goods and services (LView Pro), 76 merchant account, 173, 175–176 LView Pro (Web site), 76 Merriam Webster Lyris ListHosting (Web site), 242 Guide to International Business Lyris SparkList (Web site), 199 Communication, 251 tags, 269–271 MHz (megahertz), 65 • M • Micropayments, 185–186 MacMillan, Evan and Elise (business Microsoft owners), 54 “Bing for Webmasters,” 260 macro capability, 313 Internet Explorer, 166, 167–168 Macromedia HomeSite, 100 as Internet search service, 261 mailbot, 202 legal issues, 355–356 Mailing List Express Microsoft Bing, 25, 36, 259–260, 272 (Mail-List-Software), 242 Microsoft Expression Web, 102, 141, mailing lists, 75, 242–244 208–209 Mail-List-Software’s Mailing List Microsoft Offi ce, 99, 125 Express, 242 Microsoft Offi ce Clip Art and Media Center Marchbanks-Aulenta, Janet (online (Web site), 145 businessperson), 62 Microsoft Offi ce Live, 38, 85, 245 Microsoft Word, 99

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Microsoft’s SkyDrive, 78 Offi ce Live (Microsoft), 38, 85, 245 Miva Merchant, 89 Offi ce Support Services (Web site), 114 models (online business), 57 1-800-FLOWERS, 343–344 modems, marking, 159 1shoppingcart.com (Web site), 241 Moen, John (cartographer), 32, 35, 49, 52, 1000 Markets (Web site), 317 244, 247 online auctions Moneybookers.com (Web site), 194 building reputations, 304–309 monitors, choosing, 67–68 customer service, 314–315 Moosetopia (blog), 15 eBay, 303–318 Morris, Sarah-Lou (businesswoman), marketplaces, other, 319 210–211 overview, 22, 301–303 Movable Type, 349 PowerSellers, 315–318 Mozilla Thunderbird, 168–169 preparing sales descriptions, 309–314 multilingual Web sites, 252–253, 255 online business models, 57 multimedia/CGI scripts, 96 online businesses, testing, 63–64 MySpace, 12, 13–14, 245 online malls, 90–91 MyTexasMusic (Web site), 49, 175 online newsletters, 198–199 online orders, fulfi lling, 187–189 online payment systems • N • ClearTran, 186 National Gardening Association Google Checkout, 184–185 (Web site), 280 Micropayments, 185–186 National Retail Federation’s Stores overview, 178–179 magazine, 235 PayByCash, 186 navigation options (Web site), 111–113, 392 PayPal, 179–184 needs, identifying, 32–36 shopping cart software, 179 network interface card (NIC), 65 OnlineAuction.com (Web site), 394–395 news headlines, 335–336 ontrepreneurs (online entrepreneurs), 49 newsgroups, 242–244 Open Directory Project, 275–276, 278 Newsletter Access (Web site), 190 opening online businesses, steps to newsletters, 198–199, 235, 238–241 alerting media, 51–53 NIC (network interface card), 65 assembling hardware and software, 38–41 Nishimura, David (businessman), 140 constructing Web sites, 43–45 Noble, Jeff (author) Cyberbusiness plan, 37–38 HTML, XHTML & CSS For Dummies, 98 determining what you can offer, 36–37 Nolo.com’s Legal Encyclopedia, 362 fi nding help, 41–43 Norton Internet Security (Symantec identifying needs, 32–36 Corporation), 156, 158 overview, 31 Nvu, 101 providing personal service, 48–51 reviewing, 53–54 setting up sales processing system, 46–48 • O • operating agreement, 370 OCED Privacy Policy Generator, 108 Optima System’s PageSpinner, 100 Offi ce (Microsoft), 99, 125 optimizing. See SEO (Search Engine Offi ce Action, 361 Optimization) order processing, 177–178

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Organic Garden Tips (Web site), 280 Payment Software for Windows, 177 Organic Gardening (Web site), 280 Paynova digital wallet system, 180 Organic Pest Control (Web site), 280 PayPal organic search results, 257 adding buttons to blogs, 350–351 organization of book, 5–7 choosing, 388 Outlook Express, 166, 168 fees, 340 outsourcing, 150–153 overview, 19, 148, 314 overseas markets, 212–213 personal payment services, 181–184 OWL Simple Business Accounting, 377 PayPal Merchant Services, 176, 179–181 ownership, verifying, 327–329 pay-per-click advertising, 290–291 PCCharge, VeriFone Payment Processing Software, 177 • P • PDF (Portable Document Format), 199 P3P (The Platform for Privacy Policy) Web Pepsi World (Web site), 59 page, 108 Pereda, Julio (Webstore.com), 397 PageMaker (Adobe), 99 Perfect Fitness (Web site), 58 PageRank (Google), 325 PerlShop, 179 PageSpinner (Optima System), 100 personal profi le (Facebook), 342 Paint Shop Pro (Corel), 76, 248, 313, 365 personal recommendations, 62 pair Networks, 82 personal service, providing, 48–51 Palo Alto Software’s Business Plan Pro, PeSA (Professional eBay Sellers Alliance), 37, 254 302 paperwork (copyright), 365 PGP (Pretty Good Privacy), 162, 165 partnerships, 235, 368 phone lines, second, 71, 154–155 passwords, 92, 169–170 Photoshop (Adobe), 76, 313, 365 patches, 161 PHP (Hypertext Preprocessor), 25 Patent and Trademark Depository PicoSearch (Web site), 121 Libraries (Web site), 358 pictures, 126–128, 284 PayByCash (Web site), 180, 186 pixels, 68, 70 Payfl ow Payment Gateway page, 180–181 P&L (profi t and loss statement), 376 payment options plug-in, 166 for ads, 261 PNG (Portable Network Graphics), 128 Amazon.com, 19 pop ups, 249 choosing for Web site, 388 Popeyes Chicken, 347 currency issues, 193–194 pop-up ads, 249–250 eBay, 314 Portable Document Format (PDF), 199 enabling credit card purchases, 173–178 Portable Network Graphics (PNG), 128 fulfi lling online orders, 187–189 portable storage, 65 Google, 19 positioning fi rewalls, 160–161 international trade, 190–191 PowerSeller (eBay), 221–222, 315–318 online payments systems, 178–187 Practical Environmentalist (blog), 18 options, 172 Prescient Code Solutions’ Banner overview, 171 Generator, 248 recording, 375 presence. See business presence for search listings, 276–277 Pretty Good Privacy (PGP), 162, 165 shipping overseas goods, 192–193 pricing, 144–145

229_602102-bindex.indd9_602102-bindex.indd 410410 66/8/10/8/10 99:42:42 AAMM Index 411

privacy, 108, 388–389. See also security reorder points, 148 private-key encryption, 161–162 reputation building, 304–309 processing orders, 177–178 researching processor speed, 66 ASP (application service provider), product range, 144 152–153 products. See goods and services competitors and culture, 34 Professional eBay Sellers Alliance marketplace, 32–34 (PeSA), 302 trade laws, 190–191 professional services, 60–61, 142 reserve price (online auctions), 303 Professional Subscription (Amazon), 293 resolution profi t and loss statement (P&L), 376 image, 127 proforma invoice, 255 monitor, 68 protocols, 204 Response-O-Matic (Web site), 132 public keyring, 166 restrictions to trade, 366–367 public keys, 161–165 returns, handling, 147 publicity. See advertising and publicity revenue, 374 public-key encryption, 161–162 RIVworks, 32 ROOTS-L discussion list, 243 RSS Channel Editor, 26 • Q • RSS feeds, 25, 27, 41, 200–201 Quark Xpress (Adobe), 99 Rustic Moon Crafts (Web site), 319 query, 258 Ryan-Evans, Skye (photographer), 319 Quick and Dirty Tips (Web site), 61 Ryantori, Kharisma (businesswoman), 345 QuickBooks Simple Start, 377–381 quote, 255 quoting (e-mail), 75, 203–204 • S • S Corporation, 369–370 safety • R • antivirus protection, 156–157 Raddatz, John (business owner), 244–245 certifi cates, 162–165 Ragu (Web site), 59 encryption, 166–169 Rain Barrel Guide (Web site), 280 fi rewalls, 158–159, 160–161 RAM (random access memory), 65 insurance, 155 RCN Chicago, 72 logistics, 154–155 Reader (Adobe), 365 overview, 159, 388–389 Really Simple Syndication (RSS), 25, 27, 41, passwords, 169–170 200–201 public keys, 161–162 recordkeeping, 47–48, 373–376 recovery plans, 155–156 recovery plans, 155–156 seal of approval, 157–158 Reel Mower Guide (Web site), 280 spyware protection, 159–160 Refdesk.com (Web site), 242 of transactions, 46 referrer reporting, 281 Safeware, 73 refresh rate (monitor), 68 Salas, Thomas (HighWire Commerce), 397 registered copyright, 365 sales processing systems, 46–48 regulations, local, 366 sales tax, 381–382

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sales venues, reaching seal of approval, 157–158 auction sales, 22 spyware protection, 159–160 Bidz.com, 20 of transactions, 46 Flickr, 18, 22–23 selling Google resources, 23–24 consumer products, 60 iOffer, 20, 395 expertise, 61–62 physical locations, 21–22 merchandise with Google, 339–340 service providers, 21 products, 352 uBid, 20 Selling Manager program, 310 salutations, importance of, 251–252 SendFree, 203 San Diego Union-Tribune (newspaper), 245 SEO (Search Engine Optimization) scanning, 70 adding Schedule C, 375–376 keywords to HTML, 269–272 Schell, Jim (author) keywords to key pages, 278 Small Business For Dummies, 368 Bing, 272 Script Archive, 63 defi ned, 322 SDRAM (synchronous dynamic RAM), 65 Google, 262–268 seal of approvals, 157–158 importance of, 390 search box, 118 indexing, 279 Search Engine Optimization. See SEO Internet search services, 261–262 (Search Engine Optimization) keywords, 258–260 Search Engine Optimization For Dummies links, 260 (Kent), 263 listing with Yahoo!, 272–274 Search Engine Watch (Web site), 262, 273 maximizing links, 279–280 search engines, 62, 321 overview, 17, 257–258 search listings, paying for, 276–277 paying for ads, 261 search marketer (Amazon.com), 290–291 registering with Google, 272 search marketing. See SEO (Search Engine search services, 274–278 Optimization) software to improve, 281 search results, organic, 257 Web analytics, 280–281 searchability Yahoo! Directory, 260 of blogs, 337 service level agreement (SLA), 153 of Web sites, 118–121 service providers, 21 Sears, 148–149 setting up secondhand stores, 224 merchant account, 175–176 secure servers, 46, 96, 163, 176 sales processing systems, 46–48 Secure Sockets Layer protocol (SSL), 162 terms of sale for eBay auctions, 314–315 security Shearer, Harry (radio host), 25 antivirus protection, 156–157 Shiana.com (Web site), 391–392 certifi cates, 162–165 shipping encryption, 166–169 merchandise, 35 fi rewalls, 158–159, 160–161 options, 188–189 insurance, 155 overseas, 192–193 logistics, 154–155 rates, 147 overview, 159, 388–389 services, links to, 187–188 passwords, 169–170 shoppers, needs of, 144–146 public keys, 161–162 shopping cart, 47, 96, 179 recovery plans, 155–156 ShopSite, 89

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signature fi les (e-mail), 75, 204–206 opportunities with, 63 The Silver Connection, LLC, 83, 87–88 overview, 73 Silverlight 4 For Dummies (Krishnan and RSS feed, 41 Beadle), 102 shopping cart, 96, 179 site map, 120 storefront, 41 site statistics, 96 Web browser, 74 SiteMiner search service, 121 Web page, 74, 96, 149 size sole proprietorship, 368 monitor, 68 spam, 391 newsletter, 240 Speakeasy, 29, 81 SkyDrive (Microsoft), 78 spiders, 339 Skype, 29, 71, 77 spyware, 159–160 SLA (service level agreement), 153 SSL (Secure Sockets Layer protocol), 162 Slavov, Dimitar (eCrater), 395 standalone programs, 26 Small Business Exporters Association Starbucks, 347 (Web site), 190 state taxes, 382–383 Small Business For Dummies (Tyson and static site, 83 Schell), 368 statistics Smart phone, 73 advertising revenue, 234 Smith, Bud (author) blogs, 15 Creating Web Pages For Dummies, 98 e-commerce sales, 60 social networking. See also blogs; Facebook, 13 Facebook online businesses, 57 Friendster, 12 Statistics Canada, 33 LinkedIn, 12 statutory business entity, 368–370 as marketing strategy, 235 Steiner, David (writer), 319 MySpace, 12, 13–14, 245 Steiner, Ina (writer), 14, 319, 394 overview, 12, 341 Stevia (Web site), 259 Twitter, 12, 14, 347–348 storage SoftBear Shareware LLC, 244–245 auxiliary, 65 software. See also speciﬁ c programs data, 156 accounting, 376–381 hard drive, 67 assembling, 38–41 portable, 65 backup, 78 storefront software, 41 for building Web sites, 86 StormPost (Web site), 242 built-in, 25 Sullivan, Andrew (blogger), 63 credit card, 174, 177 SuperPages.com (Web site), 358 discussion group, 75 Symantec Corporation’s Backup Exec, 78 electronic storefront, 86–87, 89 Symantec Corporation’s Norton Internet e-mail, 75 Security, 156, 158 encryption, 165–166 symmetrical encryption, 162 FTP, 76 synchronous dynamic RAM (SDRAM), 65 graphics, 41 Syndic8, 28 image editors, 76 syndication tools, 26 for improving SEO, 281 Systran Translator (Systran Software, Inc.), instant messaging, 77 253 Internet phone, 77

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Topica discussion forum, 242 • T • Top-Level Domains (TLDs), 361 TA (trading assistant), 221–222 Torfs, Bert (software developer), 377 tables, 138–140, 189 Toyota (Web site), 59 Taco HTML Edit (Taco Software), 100 tracking Talking Points Memo (blog), 132 customers, 198 targeted ads, 245 income, 374 targeting audiences, 237–238 inventory, 40 tax ID, 226, 227 trade laws, researching, 190–191 taxes trade names, 356, 359–361 business deductions, 383–384 trade restrictions, 366–367 double taxation, 368 trade shows, 229 federal and state, 382–383 trademarks local, 366 compared with copyrights, 362 sales tax, 381–382 defi ned, 356 team members, gathering, 42–43 trademark searches, 357–358 Team Moose Tracks (blog), 15 trading assistant (TA), 221–222 tech Crunchies, 33 transactions, security of, 46 technologies Tripod, 38 opportunities with, 62–63 Trojan horse, 158 RSS feeds, 25, 27 trust, 145–146, 388–389 site feeds, 25–28 TRUSTe, 157–158, 389 VoIP, 28–29 TSNN.com (Web site), 229 Technorati, 349 Turbo Lister program, 309–310 telecommunications, 156 Twitter templates, 86 overview, 14, 347 terminal (credit card), 177 setting up, 348 terminology, importance of using signing up and posting, 348 correct, 255 Web site, 12 terms of sale (eBay auctions), 314–315 typefaces (Web site), 123–125 text, tone of, 111 TypePad (Web site), 16 Threadless T-Shirts, 63 Tyson, Eric (author) thumbnails, 118 Small Business For Dummies, 368 Thunderbird (Mozilla), 168–169 tiling images for background, 123 • U • Timbuk2 (Web site), 60 timeliness of online newsletters, 198 uBid, 20 Tittel, Ed (author) Uniform Resource Locator. See URL HTML, XHTML & CSS For Dummies, 98 (Uniform Resource Locator) TLDs (Top-Level Domains), 361 uninterruptible power supply (UPS), 67 TollFreeNumber.org (Web site), 201 United Parcel Service (Web site), 122, 188 tone of text, 111 unpatched computer, 161 tools. See also accounting, tools unreported income, 374 syndication, 26 updating Web page authoring, 41 data, 54 Web page creation, 41 fi rewall, 161 Web page editor, 98–102 upgrading eBay listings, 312

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uploading, 72 UPS (uninterruptible power supply), 67 • W • Ureach (Web site), 201 W3 Consortium’s P3P (The Platform for URL (Uniform Resource Locator) Privacy Preferences) Web page, 108 choosing, 387–388 wallet, 180 as ISP Web hosting service, 93 wallpaper, choosing, 122–123 overview, 43, 95 Wal-Mart, 235 U.S. Copyright Offi ce (Web site), 365 @Watch (Web site), 149 U.S. Department of Commerce, 33 WatchGuard Firebox X10e U.S. Department of Revenue, 226 (WatchGuard), 160 U.S. News and World Report, 62 watermarks, digital, 364–365 U.S. Patent and Trademark Offi ce (Web Web analytics, 280–281 site), 358 Web browsers, 74 U.S. Postal Service (Web site), 122, 188 Web hosts Usenet, 214 catalog creators, 83 user accounts (Google Apps), 329–330 database connectivity, 83 Userland RSS Validator, 26 defi ned, 80 username, as ISP Web hosting service, 92 domain-name registration, 82 uSight (Web site), 58 fi nding, 87–88 utilities, marketing, 83 ISP, 91–94 marketing utilities, 83 • V • overview, 38–39, 80–82 problems with, 149–150 Vendio auction service, 309 services, 95–98 venues, virtual creative, 63–64 URL, 95 VeriFone, Inc. (Web site), 178 Web Marketing Today (Web site), 124 Verio, 89 Web page editors VeriSign certifi cates, 163–165 advanced, 101–102 Vickers, Marques (artist), 63, 236 choosing, 98–102 videos, 18 existing programs, 98–99 Vintage Pens (Web site), 140 overview, 41, 74, 92, 98 viral marketing, 210 user-friendly Web editors, 99–101 virtual creative venues, 63–64 Web Resources (Web site), 122 virtual memory, 65 Web servers VirusScan (McAfee), 157 defi ned, 80 visual identity, establishing Easyhosting, 90 clip art, 125 electronic storefront software, 86–87, 89 fi le formats, 128 online malls, 90–91 logos, 129 overview, 84–85 overview, 121–122 software, 86 pictures, 126–128 Web sites. See also content (Web site), typefaces, 123–125 attracting customers with wallpaper, 122–123 authoring tools, 41 VoIP (Voice over Internet Protocol), 28–29 constructing, 43–45 Vonage, 29 content-rich, 44–45 Vorfeld, Judy (online businessperson), 61, evaluating, 59 114–115 fi nding hosts for, 38–39

229_602102-bindex.indd9_602102-bindex.indd 415415 66/8/10/8/10 99:42:42 AAMM 416 Starting an Online Business For Dummies, 6th Edition

Web sites (continued) Word (Microsoft), 99 forms, 131–132 WordPerfect, 99 free Web hosting, 85 WordPress (Web site), 16, 25, 349 important features of, 387–392 Wordtracker (Web site), 259, 325 listing with Internet search services, 52 WorldAtlas, 35, 247 maintenance WorthPoint (Web site), 396 outsourcing, 150–153 Wright, Matt (software developer), 63, 208 overview, 148–149 WS-FTP FTP program, 93 software, 149 WYSIWYG, 100 Web hosts, 149–150 navigation of, 111–113 optimizing, 324–326 • X • registering with Google, 272 XML (eXtensible Markup Language), 25 software, 86, 96 Web Style Guide, 68 Web-based business, compared with brick- • Y • and-mortar business, 199–200 Yahoo! Webby Awards, 121 getting listed on, 272–274 WebCheck utility, 149 index, 273–274 Webinator (Web site), 121 Internet Access Providers list, 94 Webmasters.com (Web site), 38 as Internet search service, 261 Webmasterworld (Web site), 324 overview, 36, 62 WebStakes (Web site), 58 Yahoo! Babel Fish Translation, 252–253 Webstore.com (Web site), 397 Yahoo! Consulting, 61, 125 WebStores (Amazon), 293 Yahoo! Directory, 260 WebTrends (Web site), 281 Yahoo! Group, 215 Wells Fargo Bank, 175 Yahoo! Search Marketing, 273 Wensy.com (Web site), 398 Yaskulka, David (online seller), 21 Whois.net (Web site), 388 YourNET Connection, 63 wholesale suppliers, 224–226 YouTube (Web site), 18, 34, 245, 250 widgets, 289 WinAbility Software3 Corporation’s Folder Guard, 154 • Z • Windows Live ID SDK page, 180 Zazzle (Web host), 80, 394 WIPO Arbitration and Mediation Zen Breeze Art Gallery, 316–317 Center, 362 Zone Labs, Inc.’s ZoneAlarm, 158 wireless network card, 66 ZoneAlarm (Zone Labs, Inc.), 158 wizards, 100 zoning, 366 Woods, Tiger (golfer), 351

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