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The Online Advisor - April 2000
How to succeed in business on the Internet
If you run a business, you're probably inundated with advice about the Internet and the World Wide Web. At times like these, it helps to step back and review some of the basic rules for online success.
Fit the Internet to your business, not the other way around. The Internet is a powerful tool, but you don't need to take advantage of every Internet capability simply because it's there. For example, e-commerce is currently a hot area, but online product sales aren't appropriate for every company. Your business might be able to benefit from something as simple as a private e-mail system or bulletin board (an "Intranet"), which would allow customers and employees to communicate more effectively.
Don't try to accomplish everything at once. If you are faced with several possible Internet projects, start with activities that are most likely to lower costs or expand existing sources of revenue.
Remember the business basics. A Web site is an investment, and it should generate a reasonable financial return. If it doesn't, something is probably wrong. Also, major business projects often involve hidden costs, and the Internet is no different. For example, by posting your catalog online you might be able to lower your printing and postage bill, but you also might incur additional expenses for computer support and special Web graphics. Monitor costs carefully.
As always, the customer comes first. An online
visitor who gets confused or frustrated is likely to be gone in the click of a mouse. And an ugly Web site with
a poor design sends the same bad message as a messy store or office. Visit your own site at least once a week,
and try to view it through the eyes of a customer. If you invite visitors to submit e-mail feedback or questions,
respond at least as quickly as you would to a phone message. Consider posting at least one telephone number with
a live person at the other end.
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