Starting an Online Business All in One For Dummies

Book 1: Start-Up Essentials . 5

CHAPTER 1: Starting from Scratch. 7

CHAPTER 2: Turning Ideas into a Viable Internet Business. 17

CHAPTER 3: Getting Real: Creating a Usable Business Plan. 31

CHAPTER 4: Funding Your Online Business. 41

CHAPTER 5: Creating Policies to Protect Your Website and Customers. 59

CHAPTER 6: Setting Up Shop: What You Need for Online Efficiency. 67

Book 2: Legal and Accounting. 83

CHAPTER 1: Minding the Law. 85

CHAPTER 2: Choosing the Right Foundation: From Partnerships to Corporations . 95

CHAPTER 3: The Trademark-and-Copyright Two-Step . 103

CHAPTER 4: Accounting for Taxes (and Then Some). 111

Book 3: Website Functionality and Aesthetics. 135

CHAPTER 1: What’s in a (Domain) Name? . 137

CHAPTER 2: Designing for User Experience . 151

CHAPTER 3: Building a Site Without Spending a Fortune. 169

CHAPTER 4: Finding the Host with the Most. 193

CHAPTER 5: Developing Content That Satisfies Visitors and Search Engines. 201

CHAPTER 6: Going Beyond Beta and Launching Your Site. 215

Book 4: Online and Operating. 223

CHAPTER 1: Determining Your Revenue Model. 225

CHAPTER 2: Making Money with Affiliate Programs . 249

CHAPTER 3: Turning Information into Profit: From E-Books to Webinars. 261

CHAPTER 4: Paying with the Right Payment Options. 275

CHAPTER 5: Putting the (Shopping) Cart before the Horse . 285

CHAPTER 6: Taking Inventory. 301

CHAPTER 7: Fulfilling Expectations and Orders . 309

Book 5: Managing Security Risks. 331

CHAPTER 1: Understanding Security and Your Risks. 333

CHAPTER 2: Developing a Plan: Security and Business Continuity. 343

CHAPTER 3: Spotting and Thwarting Hackers and Net-Thieves. 357

CHAPTER 4: Locking Down Your Site and Your Business. 377

Book 6: Online Marketing Basics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .387

CHAPTER 1: Jump-Starting Traffic and Driving Sales. 389

CHAPTER 2: Your Own Public Relations for the Web. 403

CHAPTER 3: Web Marketing at Work . 417

CHAPTER 4: Converting Browsers to Buyers. 443

CHAPTER 5: Analyzing and Monitoring Your Customers. 463

CHAPTER 6: Mastering Search Engines, Optimization, and Rankings. 487

Book 7: Retail to E-Tail. 509

CHAPTER 1: Expanding Online to Keep and Grow Customers. 511

CHAPTER 2: Managing the Differences between In-Store and Online Commerce. 529

CHAPTER 3: Window Dressing for the Online Display. 541

CHAPTER 4: Making In-Store Customers Loyal Online Shoppers . 549

CHAPTER 5: Revving Up with Mobile Marketing, Social Media, and More. 559

CHAPTER 6: Troubleshooting the Transition to Online Retail . 577

Book 8: E-Commerce Fundamentals. 589

CHAPTER 1: Starting Up with E-Commerce Functionality. 591

CHAPTER 2: Mastering the Amazon. 601

CHAPTER 3: Web-ify Your Store with Shopify. 613

CHAPTER 4: Making eBay THE Way. 629

Book 9: E-Business for the Nonprofit. 647

CHAPTER 1: Raining Donations: Fundamentals for Online Giving. 649

CHAPTER 2: Adding Online Moneymakers to an Existing Site. 659

CHAPTER 3: Growing an Active Donor Base: Your Virtual Community. 677

CHAPTER 4: Identifying Online Marketing Strategies That Fit the Cause. 689

CHAPTER 5: Legal Considerations for Nonprofit Organizations . 699

Book 10: E-Commerce Trends and

Market Opportunities. 707

CHAPTER 1: Discovering Niche Markets. 709

CHAPTER 2: Building Business via Social Commerce. 717

CHAPTER 3: Evaluating the SaaS Model: Selling Software and Apps. . . . . . . . . . . . . . . . . . . . . 737

CHAPTER 4: Generating Opportunities through the Generations: Millennials,

Boomers, and Beyond. 747

Book 11: E-Commerce Advanced. 763

CHAPTER 1: Mapping the Digital Buyer’s Journey. 765

CHAPTER 2: Getting Personal with Content Marketing. 775

CHAPTER 3: Listening to the Voice of the Customer. 793

CHAPTER 4: Overhauling an Aging Online Business . 809

CHAPTER 5: Expanding Products to Increase Stagnant Sales . 823

CHAPTER 6: Transitioning a Small Site into Big Business. 833