CHAPTER 20 - YOUR SMALL BUSINESS DOT COM

The Internet provides a speedy, cost-effective way for businesses and professionals to compete internationally. Whether you are operating from your basement or Madison Avenue, your business can look like a million dollars.

The Internet has leveled the playing field between big and small businesses. A small business can reach as many potential customers as a large business. The Web gives a whole new meaning to the phrase "home-based business."

The Internet is

• a marketing tool to publicize your product or service, to obtain feedback and statistics on visitors, and to process orders a combination of direct marketing and mass media;
• a communications tool through e-mail and newsgroups; and
• a resource tool to access government and business information and directories.

With a Web site your business is always open. Customers can instantaneously obtain information or request information without telephoning or writing to you.

A Web site can be obtained for little or no money. However, for you to use it effectively for marketing, customers must find your site easily through links, search engines, and press releases. You must provide an incentive for customers to visit by providing updated content.

This chapter is not a primer on the Internet (there is enough printed material available) but a collection of practical tips on how to make money with it, assess its costs and benefits, and avoid common pitfalls.