| E-CommerceIntroductionAn e-commerce solution | | | | soon to make a high salary. It is no wonder |
| for a business is the incorporation of all | | | | that Wired magazine, the magazine of choice |
| aspects of the business operation into an | | | | to the Internet community, has no problem |
| electronic format. Many well-established | | | | getting Lexus and other high-end marketer's |
| businesses have been selling on-line for | | | | advertising. Even with the addition of the |
| years. For example, Dell Computers Corp., | | | | commercial on-line community, the demographic |
| has been selling computers directly to | | | | will remain high for many years to |
| end-users for years. Currently, Dell is | | | | come.10. To Answer Frequently Asked |
| selling excessive of 1 million dollars worth | | | | QuestionsWhoever answers the telephones in |
| of computers everyday on the World Wide Web | | | | one's organization can tell one that their |
| (WWW).When a business has incorporated an | | | | time is usually spent answering the same |
| e-commerce solution, the business will | | | | questions over and over again. These are the |
| experience a lower operation cost while at | | | | questions customers and potential customers |
| the same time increasing its profit. The | | | | want to know the answer to before they deal |
| e-commerce solution will allow businesses to | | | | with one. Post them on a WWW page and one |
| eliminate unnecessary paperwork. All | | | | will have removed another barrier to doing |
| paperwork and data can be transformed into an | | | | business with one and freed up some time for |
| electronic format. Thus, it will eliminate | | | | that harried phone operator.11. To Stay in |
| valuable shelf space and data can searched | | | | Contact with SalespeopleOne's employees on |
| and accessed in matter of seconds. | | | | the road may need up-to-the-minute |
| E-commerce will also automates the sales | | | | information that will help them make the sale |
| process. Customers can "point & click" on | | | | or pull together the deal. If one knows what |
| the products they wish to purchase, fill out | | | | that information is, one can keep it posted |
| the customer information, and the product | | | | in complete privacy on the WWW. A quick |
| will be shipped and received in a matter of | | | | local phone call can keep one's staff |
| few days. The administration department does | | | | supplied with the most detailed information, |
| not have to fill out any paperwork because | | | | without long distance phone bills and tying |
| the customer had done it already. Thus, the | | | | up the staff at the home office.12. To Open |
| efficiency will be greatly improved. With an | | | | International MarketOne may not be able to |
| e-commerce solution, the business will be | | | | make sense of the mail, phone and regulation |
| open 24 hours a day, 7 days a week. People | | | | systems inall the potential international |
| from anywhere in the world with an Internet | | | | markets, but with a e-commerce solution, one |
| access will be able to visit the site at any | | | | can open up a dialogue with international |
| time. They will not be restricted to the | | | | markets as easily as with the company across |
| "normal" business operating hours. A "brick | | | | the street. As a matter-of-fact, before one |
| + mortar" business is normally limited to | | | | goes onto the Web, one should decide how one |
| serving the customers in its local | | | | wants to handle the international business |
| geographical location. With an e-commerce | | | | that will come one's way, because one's |
| solution, that business will not be limited a | | | | postings are certain to bring international |
| geographical restriction, rather it opens | | | | opportunities to one's way, whether it is |
| itself to the global on-line market. | | | | part of one's plan or not. Another added |
| Essentially, the business' market exposure | | | | benefit; if one's company has offices |
| will be greatly increased.In conducting my | | | | overseas, they can access the home offices |
| study, I have researched extensively on the | | | | information for the price of a local phone |
| Internet for resources. I chose the Internet | | | | call.13. To Create a 24 Hour ServiceIf one |
| as my primary research medium because | | | | has ever remembered too late or too early to |
| e-commerce is still a fairly new technology. | | | | call the opposite coast, one knows the |
| Since it is technology related, the Internet | | | | hassle. Not all businesses are on the same |
| will provide the most recent data available. | | | | schedule. Business is worldwide but one's |
| Printed publications will not be able to | | | | office hours aren't. Trying to reach Asia or |
| adapt to changes as fast and efficient as | | | | Europe is even more frustrating. However, Web |
| electronic publications. I researched many | | | | pages serve the client, customer and partner |
| e-commerce related web sites along with some | | | | 24 hours a day, seven days a week. No |
| companies that conduct statistical studies. | | | | overtime either. It can customize |
| Some of the e-commerce web sites that I | | | | information to match needs and collect |
| looked into are E-Commerce Times, eRetail, | | | | important information that will put one ahead |
| and eMarketer. The statistical research | | | | of the competition, even before they get into |
| firms that I researched are Forrester | | | | the office.14. To Make Changing Information |
| Research and Jupiter Communication. Both | | | | Available QuicklySometimes, information |
| firms provided valuable statistical data that | | | | changes before it gets off the press. Now |
| shows the rise of consumers shopping on-line | | | | one has a pile of expensive, worthless paper. |
| and the predicted dollar amount that will be | | | | Electronic publishing changes with one's |
| spent in the coming years.MethodsIn | | | | needs. No paper, no ink, no printer's bill. |
| conducting my study, I completed the | | | | One can even attach one's web page to a |
| following tasks:- I searched extensively on | | | | database which customizes the page's output |
| the Internet for sites that are e-commerce | | | | to a database one can change as many times in |
| related. Upon visiting the sites, I | | | | a day as one needs. No printed piece can |
| evaluated each sites for the contents, | | | | match that flexibility.15. To Allow Feedback |
| thoroughness, and objectiveness. There are | | | | From CustomersOne passes out the brochure, |
| literally hundreds of sites that are devoted | | | | the catalog, the booklet. But it doesn't |
| to e-commerce. However, after my careful | | | | work. No sales, no calls, no leads. What |
| examination of most of them, I narrowed down | | | | went wrong? Wrong color, wrong price, wrong |
| to four sites that I will research for this | | | | market? Keep testing, the marketing books |
| report.- I have also researched many firms | | | | say, and one will eventually find out what |
| that conducts statistical researches. The | | | | went wrong. That's great for the big boys |
| two firms that I will be utilizing for this | | | | with deep pockets, but who is paying the |
| report are Forrester Research and Jupiter | | | | bills? One is and one doesn't have the time |
| Communication. Both firms are known for | | | | nor the money to wait for the answer. With a |
| their preciseness, non-objectiveness, and | | | | Web page, one can ask for feedback and get it |
| thoroughness. The statistical data I | | | | instantaneously with no extra cost. An |
| collected from these two firms will support | | | | instant e-mail response can be built into Web |
| my recommendation that every business should | | | | pages and can get the answer while its fresh |
| have an e-commerce solution | | | | in one's customers mind, without the cost and |
| implemented.ResultsFrom my research, I have | | | | lack of response of business reply |
| developed twenty reasons why every business | | | | mail.16. To Test Market New Services and |
| should incorporate an e-commerce solution | | | | ProductsTied into the reason above, we all |
| into the business operation. They are listed | | | | know the cost of rolling out a new product. |
| below.1. To Establish A PresenceThere are | | | | Advertising, advertising, advertising, press |
| approximately 70 million people worldwide | | | | release and advertising. Expensive, |
| that have access to the World Wide Web (WWW). | | | | expensive, expensive. Once one has been on |
| No matter what industry or business one is | | | | the Web and know what to expect from those |
| in, one can not ignore 70 million people. To | | | | who are seeing one's page, they are the least |
| be part of that on-line community, one would | | | | expensive market for one to reach. They will |
| need to be on the WWW for them. Because if | | | | also let one knows what they think of one's |
| one doe not do it, one's competitor | | | | product faster, easier and much less |
| definitely will.2. To NetworkA lot of what | | | | expensively than any other market one may |
| passes for business is simply nothing more | | | | reach. For the cost of a page or two of Web |
| than making connections with other people. | | | | programming, one can have a crystal ball into |
| Every smart businessperson knows, it is not | | | | where to position one's product or service in |
| what one knows, it is whom one knows. | | | | the marketplace.17. To Reach The MediaEvery |
| Passing out one's business card is part of | | | | kind of business needs the exposure that the |
| every good meeting and every businessperson | | | | media can bring, as I touched on in reason #5 |
| can tell more than one story how a chance | | | | "To Heighten Public Interest", but what if |
| meeting turned into the big deal. Well, what | | | | one's business is reaching the media, as a |
| if one could pass out the business card to | | | | newswire, a publicist or a public policy |
| thousands, maybe millions of potential | | | | group. The media is the most wired |
| clients and partners, saying this is what I | | | | profession today, since their main product is |
| do and if you are ever in need of my | | | | information and they can get it more quickly, |
| services, this is how you can reach me. One | | | | cheaply and easily on-line. On-line press |
| can, 24 hours a day, inexpensively and | | | | kits are becoming more and more common, since |
| simply, on the To Make Business Information | | | | they work with the digital environment of |
| AvailableWhat is basic business information? | | | | more and more pressrooms. Digital images can |
| Think of a Yellow Pages ad. What are one's | | | | be put in place without the stripping and |
| business hours? What does one do? How can | | | | shooting of the old pressrooms and digital |
| someone contact the business? What method of | | | | text can be edited and outputted on tight |
| payment does one take? Where is the business | | | | deadlines. All these can be made available |
| located at? Now think of a Yellow Pages ad | | | | on an e-commerce solution.18. To Reach The |
| where one can have instant communication. | | | | Education and Youth MarketIf one's market is |
| What is today's special? Today's interest | | | | education, consider that most universities |
| rate? Next week's parking lot sale | | | | already offer Internet accesses to their |
| information? If one could keep one's | | | | students and most K-12's will be on the |
| customer informed of every reason why they | | | | Internet within the next few years. Books, |
| should do business with them, doesn't one | | | | athletic shoes, study courses, youth fashion |
| think one could do more business? One can on | | | | and anything else that would want to reach |
| the To Serve The CustomersMaking business | | | | these overlapping markets needs to be on the |
| information available is one of the most | | | | WWW. Even with the coming of the commercial |
| important ways to serve the customers. But | | | | on-line services and their somewhat older |
| if one looks at serving the customer, one | | | | populations there will be nothing but growth |
| will find even more ways to use WWW | | | | in the percentage of the under 25 market that |
| technology. How about making forms available | | | | will be on-line.19. To Reach The Specialized |
| to pre-qualify for loans, or have one's staff | | | | MarketSell fish tanks, art reproductions, |
| do a search for that classic jazz record | | | | flying lessons? One may think that the |
| one's customer is looking for, without tying | | | | Internet is not a good place to be. Well, |
| up one's staff on the phone to take down the | | | | think again. The Internet isn't just for |
| information? Allow the customer to punch in | | | | computer science students anymore. With the |
| sizes and check it against a database that | | | | 70 million and growing users of the WWW, even |
| tells him what color of jacket is available | | | | the most narrowly defined interest group will |
| in one's store? All this can be done, simply | | | | be represented in large numbers. Since the |
| and quickly, on the To Heighten Public | | | | Web has several very good search programs, |
| InterestOne won't get Newsweek magazine to | | | | one's interest group will be able to find |
| write up about one's local store opening, but | | | | one's company, or one's competitors.20. To |
| one might get them to write up one's Web Page | | | | Serve One's Local MarketI've talked about the |
| address if it is something new and | | | | power to serve the world with a e-commerce |
| interesting. Even if Newsweek would write | | | | solution. How about one's neighborhood? If |
| about one's local store opening, one would | | | | one is located in San Francisco Bay Area, the |
| not benefit from someone in a distant city | | | | Raleigh NC area, Boston or New York, there is |
| reading about it, unless of course, they were | | | | probably enough local customers with Internet |
| coming to one's town sometime soon. With Web | | | | access to make it worth one's while to |
| page information, anybody anywhere who can | | | | consider Web marketing. A local Palo Alto, |
| access the internet and hears about one's | | | | CA restaurant even takes lunch orders through |
| site is a potential visitor to one's Web site | | | | the Internet! But no matter where one is, if |
| and a potential customer for one's | | | | the big client has Internet access, one |
| information there.6. To Release Time | | | | should be there too.ConclusionAfter detailed |
| Sensitive MaterialWhat if one's materials | | | | analyzing and studying of the effects and |
| need to be released no earlier than midnight? | | | | benefits of incorporating an e-commerce |
| The quarterly earnings statement, the grand | | | | solution to an existing business, it is clear |
| prize winner, the press kit for the much | | | | that an e-commerce solution will benefit the |
| anticipated film, the merger news? Well, one | | | | business in every aspect.The implementation |
| sent out the materials to the press with | | | | of an e-commerce solution will generate a |
| "The-do-not-release-before-such-and-such-time | | | | brand new revenue stream, expand the market |
| " statement and hope for the best. Now the | | | | exposure, and decrease the operation cost. |
| information can be made available at midnight | | | | Many Fortune 500 companies, such as Dell |
| or any time one specifies, with all related | | | | Computer Corp., have already adapted |
| materials such as photographs, bios, etc. | | | | e-commerce into their business operation. As |
| released at exactly the same time. Imagine | | | | I have mentioned earlier, Dell Computer Corp. |
| the anticipation of "All materials will be | | | | is currently generating over 1 million |
| made available on our Web site at 12:01 AM". | | | | dollars in revenues from their web-site. |
| The scoop goes to those that wait for the | | | | Many well-known "brick & mortar" businesses |
| information to be posted, not the one who | | | | are starting to establish their presence on |
| releases one's information early.7. To Sell | | | | the web. For example, Barnes & Noble |
| ThingsMany people think that this is the | | | | Booksellers, the top book retailer in North |
| number one thing to do with the World Wide | | | | America, has just launched their web-site |
| Web. However, I have made it number seven to | | | | earlier this year following the success of |
| make it clear that I think one should | | | | Amazon.com, the top book & music seller on |
| consider selling things on the Internet and | | | | the web, has been referred to have one of the |
| the World Wide Web after one has done all the | | | | most efficient business operation in the |
| things above. Why? Well, the answer is | | | | world today.RecommendationBased on the |
| complex but the best way to put it is, does | | | | conclusion of this study, I recommend the |
| one consider the telephone the best place to | | | | following:- Every business should implement |
| sell things? Probably not. One probably | | | | an e-commerce solution into the business |
| considers the telephone as a tool that allows | | | | operation.Works Cited"E-Commerce Times: |
| one to communicate with one's customer, which | | | | Everything You Wanted to Know About Doing |
| in turn helps one sell things. Well, that's | | | | Business Online." E-Commerce Times. 1999. (9 |
| how I think one should consider the WWW. The | | | | August 1999)."E-Marketer, Where Business |
| technology is different, but before people | | | | Begins On-line." E-Marketer. 1999. (9 August |
| decide to become customers, they want to know | | | | 1999)."E-Retail, News and Information for |
| about one, what one does and what one can do | | | | Internet Retailers." E-Retail. 1999. (9 |
| for them. Which one can do easily and | | | | August 1999)."The Electronic Commerce Guide." |
| inexpensively on the WWW. Then one might be | | | | Internet.com's Electronic Commerce Guide. |
| able to turn them into customers.8. To make | | | | 1999. . (9 August 1999)."Forrester Research: |
| picture, sound and video availableWhat if | | | | Helping Businesses Thrive on Technology |
| one's widget is great, but people would | | | | Change." Forrester Research. 1999. (9 August |
| really love it if they could see it in | | | | 1999)."Jupiter Communication: Market Research |
| action? The album is great but with no | | | | on the Consumer Online Industry." Jupiter |
| airplay, nobody knows that it sounds great? | | | | Communication. 1999. (9 August 1999).Doctor |
| A picture is worth a thousand words, but one | | | | Mike Cooper has been a college level |
| does not have the space for a thousand words? | | | | instructor since 1986. He has a Ph.D. in |
| The WWW allows one to add sound, pictures | | | | Computer Information Systems and a Master's |
| and short movie files to one's company's info | | | | Degree in Data Communications. He is a |
| if that will serve one's potential customers. | | | | retired Army Officer and a veteran of 33 |
| No brochure will do that.9. To Reach a | | | | months service in Vietnam. Dr. Cooper has |
| Highly Desirable Demographic MarketThe | | | | lived in Thailand, Belgium, Germany and still |
| demographic of the WWW user is probably the | | | | travels extensively.Doctor Mike Cooper writes |
| highest mass-market demographic available. | | | | research papers for and Many of his papers |
| Usually they are college-educated or being | | | | are ecommerce related. |
| college educated, making a high salary or | | | | |