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Can the Internet Work for You ?
Sure, but how about answering some questions first. For
example, what do you want to do with the internet ? How well are
you doing with your present business ? Have you really
embraced the technology and understand it intimately ?
The internet isn't going to make the lame walk nor leap tall
buildings at a single bound. A successful internet based business
doesn't just happen. An internet based business requires
excellent planning, execution and management skills. If you are
currently operating a successful antique mall, you already have
an advantage. You are going to need all the management skills
you currently have and then some if you really want to make a
success of your internet venture.
Because the pace of the internet is so great, changes are
detected and amplified almost immediately. Your sucesses and
good decisions become quickly apparent as do your errors.
Constant monitoring and adjusting are required to control and
grow an internet based business. One cannot simply create a
web site and walk away from it expecting instant riches.
If you have a great concept, are near the head of the line, execute
flawlessly and are very, very lucky you may do very, very well with
your internet business.
How well do you really understand what the internet is all about?
The internet is no different than any other business in that it,
despite the current buzz, obeys the long established basic laws
of business and customer interaction. The internet is very
different in that the path to arrive at an functional and successful
internet business, even though it must obey the same basic laws,
is also very different than that taken by a bricks and mortar
business.
Always remember that the internet is an interactive media. I
nternet-based businesses function best when they are structured
to take advantage of that interactivity.
The internet is a unique media with its own set of rules. Yes, it is
radically different in a functional way, than print media, face to
face selling, TV, radio and your "bricks and mortar" antique mall.
The blind attempting to lead the blind is an appropriate description
of much of what is going on in the internet/antique world. Many
of those who claim to understand the internet and its applications
to the antique mall world clearly do not. If not, you are going to
have to hire competent help to do what needs to be done. Don't
waste your time and money with amateurs.
Are you prepared to work and I mean really work at making the
internet work for you. Who is going to design, build and maintain
your web site? Do you or someone who works for you have the
time required to devote to the project ?
Do you own your own URL ? To be taken seriously, it really is
necessary to own your own URL. Having your primary business
site be a subset of someone else's site is really an indication that
you aren't totally committed to your business. (MORE)
How are you going to reach your audience ? What are you going
to tell and sell them ? What information content are you going to
provide ? Remember that your site should be at least 50%
nformation content if you expect people to return to it after their
initial visit, as they should.
Remember our discussions about your mall's personality ? What
personality will your web site have ? This is far from a trivial
question. It is, in fact, on of the most critical questions that you
need to ask yourself. The "personality" you choose for your web
site will determine the content you employ, the structure of the
site, the visitors you attract and retain, and ultimately, your site's
success.
Where are you going to find the content which will bring them
back over and over again ? To be really effective, most of your
content should be original. Regurgitated pap is singularly
unattractive and all too common in online sites and publications.
Lets be direct !! The days of slapping up a half baked, static web
site and having it be even a modest success are gone forever.
The competition for the available antique dollars on the web is
intense and making a go of it is very hard work indeed.
Can it be done ? Sure ! Find a niche for your product or service.
Avoid the 2000# gorillas and plan upon working overtime.
by
David P. Cunningham, P.E.
Copyright 2002
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