What Doesn t Work

What Doesn’t Work

• Thinking of the Web as a sales medium. It isn’t. It is an ordering medium.

• A pure-play, stand-alone, consumer selling Web site (with limited exceptions for travel and pornography) without a catalog or retail stores.

• Assuming that advertising on the Web will be the main source of revenue.

• Catalogs on the Web without paper catalogs to drive people to the site.

• Web supermarkets.