Introduction 1Book I: Online Business Basics 7
Chapter 1: Starting from Scratch 9
Chapter 2: Turning Internet Dreams into Reality 17
Chapter 3: Getting Real: Creating a Usable Business Plan 31
Chapter 4: Finding Money to Fund Your Online Start-Up 39
Chapter 5: Creating Policies to Protect Your Web Site and Your Customers 57
Chapter 6: Setting Up Shop: Everything You Need for Online Efficiency 67
Book II: 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 III: Web Site Design 133
Chapter 1: What's in a (Domain) Name? 135
Chapter 2: Designing Customer-Friendly Sites 149
Chapter 3: Building a Site without Spending a Fortune 165
Chapter 4: Finding the Host with the Most 187
Chapter 5: Writing Content that Search Engines Want to See 195
Chapter 6: Lights, Camera, Action! Taking Your Site Live 205
Book IV: Online and Operating 213
Chapter 1: Determining Your Revenue Model 215
Chapter 2: Making Money with Affi liate Programs 239
Chapter 3: Turning Information into Profit, from e-Books to Webinars 249
Chapter 4: Paying with the Right Payment Options 263
Chapter 5: Putting the (Shopping) Cart before the Horse 273
Chapter 6: Taking Inventory 285
Chapter 7: Fulfilling Expectations and Orders 293
Book V: Internet Security 315
Chapter 1: Understanding Security and Your Risks 317
Chapter 2: Developing a Security Plan 329
Chapter 3: Attacked! What to Expect from the Net-Thief 341
Chapter 4: Securing Your Site and Your Business 355
Chapter 5 : Overcoming Security Concerns in the Wireless World 365
Book VI: Boosting Sales 373
Chapter 1: Driving Traffic, Driving Sales 375
Chapter 2: Special-Edition Public Relations for the Web 383
Chapter 3: Web Marketing at Work 397
Chapter 4: Converting Browsers to Buyers 423
Chapter 5: Analyzing and Monitoring Your Customers 445
Chapter 6: Mastering Search Engines, Optimization, and Rankings 469
Book VII: Retail to E-Tail 491
Chapter 1: Knowing When to Put Your Store Online 493
Chapter 2: Understanding the Differences between In-Store and Online Customers 507
Chapter 3: Window Dressing for the Online Display 515
Chapter 4: Making In-Store Customers Loyal Online Shoppers 523
Chapter 5: Expanding Close to Home with Localization and Mobile Marketing 531
Chapter 6: Troubleshooting the Transition to E-Tail 543
Book VIII: Storefront Selling 553
Chapter 1: Instant E-Commerce with Storefronts 555
Chapter 2: Mastering the Amazon 563
Chapter 3: Let's Hear It for Yahoo! 577
Chapter 4: Making eBay THE Way 593
Chapter 5: New Storefronts, New Opportunities 613
Book IX: Fundraising Sites 633
Chapter 1: Raining Donations: Why Not-for-Profit Is Big Business Online 635
Chapter 2: Adding Online Moneymakers to an Existing Site 643
Chapter 3: Getting the Donor Base to Come to You 659
Chapter 4: More Online Marketing Strategies for Nonprofits 669
Chapter 5: Legal Considerations for Nonprofit Organizations 679
Book X: Niche E-Commerce 687
Chapter 1: Discovering Niche Markets 689
Chapter 2: Identifying Niche Markets That Keep Paying: Kids, Boomers, Pets, and More 695
Chapter 3: Blogging for Profit 711
Chapter 4: Learning to Spot and Capitalize on E-commerce Trends 727
Book XI: E-Commerce Advanced 737
Chapter 1: Overhauling Your Business 739
Chapter 2: Redesigning to Win New Customers 749
Chapter 3: Expanding Products to Increase Stagnant Sales 765
Chapter 4: Nurturing (and Bringing Back) Customers 775
Chapter 5: Revisiting Marketing Strategies 785
Chapter 6: Hiring Experts to Get Business Rolling Again 803
Chapter 7: Transitioning a Small Site into Big Business 815
Index 829