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eCommerce: Sales and Marketing Lead Facilitator - Dan Bond Sponsored jointly by Downtown Delaware, the Delaware Emerging Technology Center, Delaware State University’s Center for Entrepreneurship December 5-7, 2011

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Outline of Topics <ul><li>Overview of eCommerce </li></ul><ul><li>Website Design & Development </li></ul><ul><li>Search Engine Marketing & Optimization </li></ul><ul><li>Legal Issues </li></ul><ul><li>Social Media </li></ul><ul><li>On-line & Off-line Marketing </li></ul><ul><li>Shopping Carts/Shipping/Credit Cards </li></ul><ul><li>Inventory Management </li></ul>

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The Most Important Parts: <ul><ul><li>Finding your niche </li></ul></ul><ul><ul><li>SEM & SEO </li></ul></ul><ul><ul><li>Continually expanding your market with Social Networking and other tools </li></ul></ul>

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What is eCommerce? <ul><li>Electronic commerce, commonly known as e-commerce or eCommerce, consists of the buying and selling products or services over the Internet. </li></ul>

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What is eMarketing? <ul><li>Internet marketing, also referred to as </li></ul><ul><li>i-marketing, web-marketing, online-marketing, or eMarketing, is the marketing of products or services over the Internet. </li></ul>

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Business to Business eCommerce Business to Consumer eCommerce

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&quot;Click & Mortar&quot; Business Model <ul><li> </li></ul>

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Total retail eCommerce sales were $185 billion over the past year & are growing at twice the rate of other retail sales.

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Unique Benefits of eCommerce <ul><li>Low startup cost </li></ul><ul><li>Unlimited market size </li></ul><ul><li>Much greater freedom of location </li></ul><ul><li>Portability of business </li></ul><ul><li>Anonimity </li></ul><ul><li>24-7 Sales </li></ul>

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Many successful eCommerce businesses started here.

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The eCommerce Market ... as soon as FedEx gets there.

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As long as there is high-speed internet and package delivery service available...

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Relocating - Take it with you.

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Neither rain, nor sleet, nor dark of night ... ...keeps the orders from coming in.

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Key Drivers of eCommerce <ul><li>Internet & World Wide Web </li></ul><ul><li>Low cost PCs & mobile devices </li></ul><ul><li>Search engines </li></ul><ul><li>Pay per click advertising </li></ul><ul><li>High speed internet services </li></ul><ul><li>Secure Internet credit card use </li></ul><ul><li>Digital photography & video </li></ul><ul><li>Social media </li></ul><ul><li>Growth of niche marketing </li></ul>

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Source: http://blog.templatemonster.com/2010/09/08/history-of-ecommerce-timeline-infographic/

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Niche Marketing

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Finding Your Niche <ul><ul><li>Identify an interest -- ideally one related to yourself, your experiences, your talents, your location, etc. </li></ul></ul><ul><ul><li>Identify a niche with sufficient market demand. </li></ul></ul><ul><ul><li>Discard niches where there is already too much competition. </li></ul></ul><ul><ul><li>Make sure that the niche can become a profitable business. </li></ul></ul>

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Profit Margins <ul><ul><li>Wholesale price </li></ul></ul><ul><ul><li>Location of supplier </li></ul></ul><ul><ul><li>Price points </li></ul></ul><ul><ul><li>Price competition </li></ul></ul><ul><ul><li>Information value added </li></ul></ul><ul><ul><li>Weight to value ratio </li></ul></ul><ul><ul><li>Shelf life </li></ul></ul><ul><ul><li>Market trends </li></ul></ul><ul><ul><li>Supply constraints </li></ul></ul>

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How narrow is your niche?

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Tools for Researching Niches <ul><li>Google Search Results </li></ul><ul><li>Google Product Search </li></ul><ul><li>Google Trends </li></ul><ul><li> </li></ul><ul><li>Google Alerts </li></ul><ul><li> </li></ul><ul><li>eBay Groups </li></ul>

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Website Shopping Cart Equipment Products Payment System Delivery Services Photography Information Management System Accounting System

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Product Sourcing

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Drop Shipping <ul><li>The Good: </li></ul><ul><ul><li>You don't invest in inventory. </li></ul></ul><ul><li>The Bad: </li></ul><ul><ul><li>You have no buying power. </li></ul></ul><ul><ul><li>Competition will drive down your margins. </li></ul></ul><ul><ul><li>Drop ship wholesales do not provide products for niche markets. </li></ul></ul><ul><li>The Ugly: </li></ul><ul><ul><li>You can work a lot, sell a lot and make no money. </li></ul></ul>

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If you must try drop shipping take a look at:

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New York International Gift Fair

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Equipment, Software, Communications

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Domain Names www.ladybug-shop.com www.turtle-treasures.com www.mispillion.com

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Domain Name Selection <ul><ul><li>Short </li></ul></ul><ul><ul><li>Memorable </li></ul></ul><ul><ul><li>Easy to spell </li></ul></ul><ul><ul><li>Discribes your business or product </li></ul></ul><ul><ul><li>Contains key words </li></ul></ul><ul><ul><li>Has best name extension possible </li></ul></ul>

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.com .net .org .edu .gov .mil Top Level Domain Names

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Domain Name Selection Aids

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Domain Name Registration

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Websites

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Website Options Rent it Build it yourself Have it built for you

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Rent Your Website

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Build Your Website Yourself

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Website Development Companies

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Website Hosting Usually best to have your website built and hosted by the same company Make sure that they have on-site supervision 24-7 Make sure they have good telephone technical support service Explore their up-grade potential

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Choosing a Shopping Cart <ul><ul><li>Product capacity </li></ul></ul><ul><ul><li>Photo capacity </li></ul></ul><ul><ul><li>Inventory tracking </li></ul></ul><ul><ul><li>Affiliate program links </li></ul></ul><ul><ul><li>Discounting & customer loyalty programs </li></ul></ul><ul><ul><li>Search-engine friendliness </li></ul></ul><ul><ul><li>Shipping Options </li></ul></ul><ul><ul><li>Payment Processing Options </li></ul></ul><ul><ul><li>Report Generation </li></ul></ul><ul><ul><li>Technical Considerations </li></ul></ul><ul><ul><li>Support </li></ul></ul><ul><ul><li>Cost </li></ul></ul>

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Payment Options <ul><li> </li></ul>

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Credit Card Processing

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PCI DSS Payment Card Industry Data Security Standard <ul><li>Be informed. Got to: </li></ul><ul><li>www.pcisecuritystandards.org </li></ul><ul><li>Failure to understand the PCI compliance standards could result in higher merchant account fees and fines from the credit card issuers. </li></ul>

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What to Secure: <ul><li>As a small merchant, you are responsible for protecting cardholder data at the point of sale, and as it flows into the payment system. The best step you can take is to not store any cardholder data. You also need to protect: </li></ul><ul><li>Card readers </li></ul><ul><li>Point of sale systems </li></ul><ul><li>Store networks & wireless access routers </li></ul><ul><li>Payment card data storage and transmission </li></ul><ul><li>Payment card data stored in paper-based records </li></ul>

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Essential Photo Euipment

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Carriers

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SKU

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WARNING! <ul><li>Internet sales are not always tax free. </li></ul><ul><li>There are over 11,000 sales tax jurisdictions in the United States. </li></ul><ul><li>Ecommerce merchants located in a state without a sales tax do not have to collect sales tax unless they have taken some action to create a physical presence in another state. </li></ul>

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&quot;If you build it, they will come.&quot;

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Search Engine Marketing

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Search Engine Optimization

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Comparison of SEM & SEO

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SEO You Can Do Yourself Use your keywords as much as possible. Have good, well written content. Establish back links from popular websites. Maintain a blog. Use Social Media to promote your site.

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Social Media

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Avoid the Hard Sale

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WARNING! SOCIAL MEDIA TAKES TIME & CONSTANT ATTENTION.

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Alexa.com

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Sources of eCommerce Information

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www.business.gov www.practicalecommerce.com

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Dan Bond 302-228-6590 (cell) Daniel.L.Bond@gmail.com