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Copyrighted Material 48_516461 bindex.qxp 9/11/07 6:51 PM Page 647 Index test marketing, 263 • A • writing a creative brief for, 84–86 above-the-line media, 226 advertising agencies, 305–306 accident liability, 329–330 Advisory, Conciliation and Arbitration accounting. See also bookkeeping; Service (ACAS), 436 business cash Aged Debtor Report, 370 basics for online business, 405–409 algorithms, 210–211 choosing your adviser for, 335–336 Amazon, 88–90, 170–171, documentation and files, 349–352 271, 577–578, 623 online secruity requirement, 99–100 American Express, 52 software packages, 95, 410–414 antivirus protection, 205–206 for you and the taxman, AOL (America Online), 93, 103, 100–101, 414–416 164, 217, 284–285, 403 accounting period, 407 assets and equity, 408–409 accounts receivable, 370 Association of British Insurers, 329 accrual-basis accounting, 406–407 assumptions we’ve made about you, 3 Ad-Aware, 207–208 attachments, e-mail, 162, 514 AdLINK, 300 auction management, 557, 607 Adobe Dreamweaver (formerly Auctionpix, 571 Macromedia), 95, 180–182, AuctionWeb, 542 199, 477, 504, 518 Audit Bureau of Circulations, 267 Adobe PageMaker, 179 authentication, 217–218 Adobe Photoshop, 163, 398, 572 automation, IT, 463 ADSL (Asymmetrical Digital Subscriber autoresponders (mailbot), 176, 512–513 Line), 160, 554 auxiliary storage, 155 ADSL Guide, 175 AVG AntiVirus, 206 adult content Web sites, 403 awards and business competitions, advertising. See also online advertising 133–134 budgeting, 224–225 communicating brandCOPYRIGHTED image by, 86 MATERIAL• B • creative process in, 79, 83–84 defining the message, 225 backup power systems, 205 evaluating effectiveness, 227 backups features and benefits, 222–224 for disaster response, 205 selecting media, 226–227, 266–267 power surges, 156 setting the objectives, 224 protect information with, 101, 156 software, 164 48_516461 bindex.qxp 9/11/07 6:51 PM Page 648 648 Online Business All-in-One For Dummies bad debt (losses), 114, 370–371 bad debt (losses), 370–371 bank financing. See also cash registers, 347–349, 366–367 finances/financing cash sales, 357–360 choosing your adviser for, 337–338 credit sales, 360–365 as financing option, 115–117, 120 current accounts, 342–346 loan instruments, 121–123 filing systems, 349–352 banner advertising, 104, 276, P&L statement, 410 299–300, 584 petty cash accounts, 346–347 BARB (Broadcasters’ Audience Research recording payments, 409 Board), 267 sales discounts, 367–368 bartering sales returns and allowances, 368–369 advertising space, 305 savings accounts, 346 supplies or services, 328–329 staff responsibilities for, 353–355 battery backup systems, 205 tracking expenses, 409–410 battery power supplies, 599 tracking income, 408 BBEdit, 180 Bookkeeping For Dummies (Barrow & Bebo, 636 Epstein), 1, 350, 359, 400 Beliefs and Principles Questionnaire, BRAD (British Rate and Data), 28, 226 65–66 brainstorming, 80–82 below-the-line media, 226 brand awareness/identity Ben & Jerry’s ice cream, 139–140 advertising creates, 86 benefits. See also salary and benefits domain names and, 376 of information technology, 462–464 eBay, 579 product, 25 is more than advertising, 297–298 biscuit motivation, 447–448 online advertising and, 276 BitPass, 624 power of Internet to impact, 275 BizPlanit.Com, 54 Web sites create, 98 BlackBerry, 277 break-even, 39, 42 blitz marketing, 26 BritBlog, 310 blogs (Web logs) British Insurance Association, 329 beginning your own, 144, 629–632, British Library, 266 639–641 British Safety Council, 436 bringing people to your, 633, 641 British Standards Institute, 325 market research from, 89 British Venture Capital Association, 128 targeting an audience, 310 broadband connections, 160, 553–555 for your company, 642 browser-safe colours, 189–190 boilerplate, 315 BT Click&Buy, 625 bonuses, 432, 456–457 business, decision-making bookkeeping. See also accounting dealing with directors, 333–335 accounts receivable, 370 make-or-buy, 321–325 assets and equity, 408–409 48_516461 bindex.qxp 9/11/07 6:51 PM Page 649 Index 649 minimizing liabilities, 329–333 business ethics selecting a supplier, 325–329 creating the values statement, 67–69 using business advisers, 335–340 creating the vision statement, 69–71 business, starting a new, 430–431 identifying company values, 61–66 assessing your temperament, 10–11 why values matter, 57–61 common reasons for, 9–10 Business Link, 92, 128, 132, 340, 397, 399 entrepreneurial attributes for, 12–13 business names, 239–240. See also investment is more than money, 15–16 trademark protection making a skills and knowledge Business Names Act of 1985, 240 inventory, 13–15 business ownership, types of measuring your ideas and alternatives, accounting basics, 405–406 16–17 business angels and, 128 profitability of, 36–40 corporation, 401–402 business advisers, 335–340. See also employee, 433 hiring professionals limited liability company, 401 business angels models for online, 136–137 business plan and, 46 partnerships, 400 as financing option, 115–117 sole trader, 11, 400 start-up financing with, 128–129 statutory entities, 400–401 business associations, 27–28 venture capital and, 118–119, 127 business attire, 54 business plan business cash. See also accounting; assessment questionnaire, 53 bookkeeping begins with an idea, 14–17, 41–42, accounts for control of, 342–349 55, 135–138 documentation and files, 349–352 begins with market research, 31–32 employee bonding, 355 benefits and reasons, 42–46, 92 internal fraud controls, 352–353 confidentiality, 49–50, 51 staff responsibilities for, 353–355 due diligence, 50 business deductions, 415 rehearsing and presenting, 54–55 Business Direct, 128 software packages, 50–54, 92 business directories time needed to prepare, 41 business angels, 128 writing and packaging the, 46–49 Kelly’s Directories, 20–21, 326 Business Plans For Dummies (Tiffany, Kompass, 20–21, 326 Peterson, & Barrow), 1 libraries as source for, 28–29 business relationships, building, 327 online communities, 150 business taxes. See also accounting online shopping centres, 170–171 bookkeeping requirements, professional services, 140–142 100–101, 407–410 Thomas’s Register, 326 business ownership and, 400–402 venture capital providers (VC), 128 online businesses pay, 414–416 48_516461 bindex.qxp 9/11/07 6:51 PM Page 650 650 Online Business All-in-One For Dummies Business.com (search engine), 30 CoffeeCup HTML Editor, 181, 192 business-to-business marketing, 256 ColdFusion, 182, 387, 482, 504 BusinessWire, 311, 315, 318 collaborative thinking, 79–83 buying in decisions commissions, 432 buying online, 328–329 Companies Acts, 334 factors to consider, 20–21 Companies House, 28, 33, 38, fixed assets, 39–40 240, 325, 334–335, 391 outsourcing and, 321–325 compensation selecting a supplier, 325–327 employee, 24 start-up costs, 37 incentives and bonuses, 456–457 pay for performance, 431–433 salary and benefits, 433–436, 456 • C • competition calendar year, 407 in the creative process, 79 capital gains, 119 for grants and awards, 131–134 cash & carry selling, 237 market research on, 21–24, 33, 260 cash balances, 111–114 pay scales, 435 cash flow, 110–114 proprietary position as, 44–45 cash registers, 347–349, 366–367 tracking news coverage of, 317–318 cash sales, 357–360 understanding online, 89–91 cash-basis accounting, 406–407 computers. See also hardware cashing up, 366–367 as online business, 143 catalogue sales, 24, 33 productivity paradox of, 465–466 CD-RW/DVD±RW drive, 156 selecting what you need, 94 certificates (Digital ID), 211–213 terminology and specifications, certification authority (CA), 211 154–156 CGI (Common Gateway Interface), what’s needed for eBay, 552–555 482, 517–521 comScore Media Matrix, 577–578 chamber of commerce, 27, 435 confidentiality, 49–50, 324 Chartered Institute of Management confidentiality agreement, 51 Accountants, 336 consultants, 34 Chartered Institute of Purchasing and consumable materials, 21 Supply, 327 Consumer Protection Act of 1987, Chartered Institute of Taxation, 406 332–333 Chartered Management Institute, 463 Consumer Regulation Enforcement, 246 chat (customer support), 522, 624 content aggregators, 317 chat rooms. See messageboards contests and sweepstakes, 480–482 click-through rates (CTR), 273, 276, contingency agencies, 425 299–301, 305–307 contracts, verbal and written, 244–245 clipping services, 317–318 co-operatives, 19–20 48_516461 bindex.qxp 9/11/07 6:51 PM Page 651 Index 651 copyrights customers business plan and, 44–45 advertising message for, 222–227 creation of, 244 bringing them to your Web site, graphics, 192 145–153, 470–483 legal protection, 389, 395–398 comments and feedback, 485–492, corporate venture capital, 130–131 622–624 cost per action (CPA), 306–307 in the creative process, 78 cost per click (CPC), 276, 303 endorsements, 484 cost per thousand (CPM), 303 forecasting sales to, 38 Creating Web Pages For Dummies lost customers (defectors), 263–264 (Smith & Bebak), 150, 179 market research on, 21–24, 256–259 creative brief, components of, 84–86 market segmentation, 25–27 creativity perceptions, 84, 234, 251–254 brand image and, 86 pilot testing, 34 determining what to change, 74–76 relating the business plan to, 44 the 4-step process of, 73–74 as stakeholders, 63–64 generating the ideas, 77–83 understanding online, 89–91, 114 methods for applying, 83–84 CuteHTML, 610–611 writing the creative brief, 84–86 cyber squatters, 375, 394 your role in the process of, 76–77 CyberCash, 496 credibility, building business, 45, 98, 137, 203 market research for, 22 • D • market your expertise, 101, 148–49 Daily Mail,
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