Starting and Running an Online Business For Dummies	1
	About the Authors	7
	Dedication	9
	Authors’ Acknowledgements	9
	Contents at a Glance	11
	Table of Contents	13
	Introduction	23
	About This Book	23
	Conventions Used in This Book	24
	Foolish Assumptions	25
	How This Book Is Organised	25
	Icons Used in This Book	27
	Where to Go from Here	27
	Part I: Strategies and Tools for Your Online Business	29
	Chapter 1: Opening Your Own Online Business in Ten Easy Steps	31
	The Time Is Now	31
	Step 1: Identify a Need	32
	Step 2: Know What You’re Offering	38
	Step 3: Come Up with a Virtual Business Plan	38
	Step 4: Get Your Act Together and Set Up Shop	39
	Step 5: Get Help	43
	Step 6: Construct a Web Site	45
	Step 7: Process Your Sales	47
	Step 8: Provide Personal Service	49
	Step 9: Alert the Media and Everyone Else	53
	Step 10: Review, Revise, and Improve	54
	Chapter 2: Choosing and Equipping Your New E-Business	57
	Starting Off on the Right Foot	58
	Mapping Out Your Online Business	59
	Flavours of Online Businesses You Can Taste Test	62
	Marketing One-to-One with Your Customers	68
	Easyware (Not Hardware) for Your Business	77
	Getting Online: Connection Options	84
	Software Solutions for Online Business	85
	Chapter 3: Selecting the Right Web Host and Design Tools	91
	Getting the Most from Your Web Host	92
	Finding a Web Server to Call Home	94
	Fun with Tools: Choosing a Web Page Editor	108
	Chapter 4: Profiting from New Business Tools	115
	Advantages of Doing Business Online	115
	Exploring New Products and Services You Can Sell	121
	Adding Online Content and Commentary	125
	Building a Community	130
	Web 2.0 – What on Earth Does That Mean?	133
	Part II: Establishing Your Online Presence	135
	Chapter 5: Giving Your E-Business Site Structure and Style	137
	Feng Shui Your Web Site	138
	Nip and Tuck: Establishing a Visual Identity	140
	Extreme Web Pages: Advanced Layouts	150
	Hiring a Professional Web Designer	154
	Chapter 6: Attracting and Keeping Customers	157
	Including Features That Attract Customers	158
	Writing Unforgettable Text	172
	Inviting Comments from Customers	175
	Chapter 7: Building in Security Up Front	185
	Practising Safe Business	186
	Installing Firewalls and Other Safeguards	191
	Using Public Keys to Provide Security	194
	Keeping Other Noses Out of Your Business	198
	Chapter 8: Monitoring and Improving Your Business	203
	Bolstering Your Infrastructure	203
	Performing Basic Web Housekeeping	208
	Managing Goods and Services	216
	Part III: Running and Promoting Your Online Business	219
	Chapter 9: Easing the Shopping Experience	221
	Attracting and Keeping Online Customers	222
	Looking for a Good Web Host: The 411	225
	Boosting Business through Efficient Communication	230
	Making Sure That Your Web Site Is Up to Scratch	232
	Outsourcing Your Business Needs	234
	Chapter 10: Running a Business on eBay.co.uk	241
	Understanding eBay.co.uk Auctions	242
	Building a Good Reputation	243
	Preparing Sales Descriptions That Sell	247
	Providing Good Customer Service	253
	Moving from Auctioneer to eBay.co.uk Businessperson	254
	Chapter 11: Accepting Payments	259
	Sealing the Deal: The Options	260
	Enabling Credit-Card Purchases	261
	Exploring Online Payment Systems	266
	Fulfilling Your Online Orders	272
	Chapter 12: Service with a Virtual Smile	275
	The Best Customer Is an Informed Customer	276
	Helping Customers Reach You	280
	Making Customers Feel That They Belong	289
	Chapter 13: Search Engines: What You Need to Know	299
	Understanding How Search Engines Find You	300
	Going Gaga over Google	303
	Leaving a Trail of Crumbs	305
	Monitoring Traffic: The Science of Webanalytics	313
	Part IV: The Necessary Evils: Law and Accounting	315
	Chapter 14: Making It All Legal	317
	Thinking about Trade Names and Trademarks	318
	Practising Safe Copyright	323
	Understanding Legal Basics	327
	Your Business in the Eyes of the Law	328
	Keeping Out of Legal Trouble	330
	Chapter 15: Online Business Accounting Tools	333
	ABCs: Accounting Basics for Commerce	333
	Accounting Software for Your Business	338
	The Taxman Cometh: Concerns for Small Business	342
	Part V: The Part of Tens	345
	Chapter 16: Ten Must-Have Features for Your Web Site	347
	Secure Easy-to-Remember URLs	347
	Provide a Convenient Payment Method	348
	Promote Security, Privacy, and Trust	348
	Choose Goods and Services That Buyers Want	349
	Have a Regular Influx of New Products	350
	Be Current with Upkeep and Improvements	350
	Personally Interact with Your Customers	351
	Post Advertisements in the Right Places	351
	Blow Your Own Trumpet	352
	Create a Well-Organised Web Site	352
	Chapter 17: Ten Hot Ways to Be an Ontrepreneur	355
	Start a Blog	355
	Turn Your Hobby into a Business	356
	Get Other People to Contribute	356
	Inspire Others with Your Thoughts	357
	Offer Your Services on a Directory	357
	Ask for Contributions	358
	Give Out Not-So-Free Advice	358
	Turn to Your Pets for Help	359
	Become a Mine of Information	359
	Need Income? Just Ask!	359
	Expand Your Existing Business to the Web	360
	Chapter 18: Ten Must-See Web Sites for Online Entrepreneurs	361
	Realbusiness.co.uk	361
	Google.co.uk	361
	UKWDA.org	362
	Businesslink.gov.uk	362
	HMRC.gov.uk	362
	Ebay.co.uk	363
	Startups.co.uk	363
	Guardian Technology	364
	Idiottoys.com	364
	Order-order.com	364
	Index	365