1. 'Planning a Successful Online
Business'
Part 1: Mindset
Part 2: Research & Monetisation
Part 3: Online Business Models

2. About me…
• Founder/Owner of three successful online
businesses.
• Replaced my income and now work full time
from home with my amazing, handsome and
sexy husband.
• Been working from home & online since 2008.
• Sacked the boss officially in 2012.
• Other interests are travel and property
investing.

3. Every new business starts with an
IDEA.
But how do you turn it into a GREAT IDEA?

4. Where to start…
Business Idea CREDIBILITY
• Q: How would this business idea translate to the offline
world.
– Would it sell?
– Could you become the authority on the topic?
– How credible is the idea?
– Is there a market?
The WEB only takes a good business idea and makes it
more efficient.

5. $$$
• How to determine if your business idea is
profitable.
• Google Adwords Keyword Tool
– How many searches (Aust / Global)
– How much competition
– How much money…?
• Product price X volume of converting traffic = $$$
– How much profit.

6. Top Google Result Gets 36.4% of Clicks

7. Case Study: Body Wraps
– Google Adwords Keyword Tool
• 6,600 Local Monthly Searches for (Body Wrap)
– Traffic Estimate if #1 Organically
• 6,600 multiplied by 36% = 2,376 Visits
• (19,700,000 results in Google)
– Conversion Rate Average is 3-5% (Australia)
• 2,376 Visits multiplied by 5% = 118 Sales / Month
– Income (body wrap = $180)
• 118 sales x $180 = $21,240 / month ($250k/year)
– Profit % multiplied by Income = Earnings

8. Great Idea!
• Mindset.
– The Who, What, When, Why & How…
• End Goal?
• How much money will I make?
• How much time?
• When will I take ACTION?
• Who will be involved?
• How much money will it cost (outlay)?

9. No Shortcuts
• Don’t look for shortcuts.
• Fail, do it often, do it cheaply and learn from it.
• Learn to do what you can do, outsource what you
simply cannot.
– Learn how to:
• Buy a domain name & hosting.
• Build a simple 5 page wordpress site.
• Learn how to drive traffic to your site.
• Learn how to write content.
• Make your first sale online.
• Rinse and Repeat.

10. Online Business Models
• Making money online can be broken down
into:
– Selling products (digital / physical)
– Selling services
– Selling other peoples products / services (affiliate
marketing / drop shipping)
– Selling advertising space

11. Innovation?
• Innovators (3% of the market will respond)
– New, unique, original (eg Tablet)
• Mass Market (60% of the market will respond)
– Capture the movement (Apps)
• Laggard (37% of the market will respond)
– late adopters (Mum is on facebook – Finally)

12. Competitor Analysis
• Competitors:
– Who are your competitors?
– What are they doing well?
– What could be improved?
– Try their products / services if possible.
– What will be your point of difference.
• Price / Quality / Service?

13. In Summary
• Start with an Idea.
• Research your market.
• Do some math.
• Make a plan.
• Take action.
• Fail, Learn.
• Rinse & Repeat.
• Succeed.

14. Part 8: Marketing & Traffic
(in a Penguin-Panda World)

15. Inbound Marketing
includes…
• SEO
• Google+ Local (Google Places)
• Adwords / PPC
• Social Media (+social media PPC)
• E-mail & Newsletter Marketing
• Affiliate Marketing (as a merchant)
• Video Marketing

16. SEO
• What to avoid:
– Low quality links
– Over optimised anchor text
– Keyword stuffing
– Thin content
– Content farms
– High bounce rates

17. SEO

18. On-Page
• Tips
– One keyword per page.
– Title tags:
• Keyword #1 – Keyword #2 | Business Name
– H1, H2 and content
• don’t aim for a keyword density, just include the
keyword naturally.
– Technical infrastructure
• Wordpress is SEO friendly (use plugins)
• Create an XML sitemap and submit to WMT

19. Off-Page
• Tips
– Google Account
• WMT (submit your xml sitemap)
• Analytics
– Link building
• Quality not quantity
• Use the business name + URL primarily as the Anchor
Text
• Social Profiles, Local Business Directories
• Don’t pay for link building packages you will get stung

20. Google+ Local
• 30% of searches include a local search term
• Source of traffic on Google, Smart Phones and
Tablets
• Only for businesses that serve customers at
their physical location.
• Claim and verify your listing – it’s free.
• NAP – keep consistent.
• Citations = high rankings.

21. Adwords
• Pay-Per-Click
• Can be used while your rankings improve
• Can be used to boost traffic volumes
• Can be very costly.
• Do the math:
– Cost per conversion > profit on product then it’s
not worth the expense.

22. Adwords: Case Study
• Perth Plumber
– Well optimised campaign
– Average CPC >$10 for “Hot Water Service”
keywords
– Tracking shows conversion rate is 5%.
– Cost per conversion is $220!!!
– Even though the sale is >$1000, at $220 the cost
of gaining that customer is too high.

23. Let’s get Social
• Assisted Conversions
– Can track in Google Analytics (eCommerce enabled
campaigns) how many assisted conversions came from
Social Media
• Google+
• Facebook
– Facebook have a very good PPC platform that is
inexpensive
– Have a strategy…how does one go from ‘like’ to ‘purchase’
• Twitter
• YouTube
• LinkedIn

24. E-mail / Newsletter Marketing
• Making the most of your database.
– Remember a conversion is the collection of an e-
mail as well as a sale. If possible do both.
• Free program: Mail Chimp (up to 5000)
– Keep it regular.
– Add value.
– Make the sale.

25. Video Marketing
• Think ‘How To’ videos.
• Google owns YouTube.
– Optimise your videos titles, descriptions + tags.
• Bunnings do this very well…
– Great content
– Highly valuable to the end user
– Optimised for the search engines