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