| | Copyright |
| | About the Authors |
| | Acknowledgments |
| | We Want to Hear from You! |
| | Reader Services |
| | Introduction |
| | | Who Should Buy This Book |
| | | What's in This Book |
| | | Sidebars |
| | Part I: Yahoo! Store to the Next Level |
| | | Chapter 1. Can You Make a Living from Your Yahoo! Store? |
| | | What Does a Virtual Business Involve? |
| | | Important Areas to Consider |
| | | Building a Professional E-Commerce Site for Success |
| | | Chapter 2. Plan to Succeed |
| | | Choosing a Business Identity: Who R U? |
| | | Establishing a Legal Identity |
| | | Your Marketing Plan |
| | | Defining Your Market Segment: Targeting the Customer |
| | | Describing the Competition |
| | | Managing Your Business |
| | | Detailing Your Capital Requirements |
| | | Chapter 3. Architecting Your Online Storefront |
| | | Website Development Versus E-Commerce Site Development |
| | | The Three Cs |
| | | Commerce: Adding Multiple Revenue Streams |
| | | Your USP: Unique Selling Position |
| | Part II: Customizing the Yahoo! Store |
| | | Chapter 4. Storyboarding Your E-Commerce Site |
| | | Storyboarding for Fun and Profit |
| | | The Most Important Pages of an E-Commerce Site |
| | | Chapter 5. Customizing Your Yahoo! Store |
| | | Why You Should Customize Your Store |
| | | When to Customize Your Store |
| | | Different Options for Customizing Your Store |
| | | Customize: Design It Yourself or Hire an Expert |
| | | Chapter 6. Yahoo! Store Features and Advanced Techniques |
| | | Advanced Store-Layout Options and Ideas |
| | | Advanced Store-Navigation Options and Ideas |
| | | Advanced Promotional Options and Ideas |
| | | Advanced Search Engine Options and Ideas |
| | | Creating Product Pages Using Database Upload |
| | | Uploading Multiple Images at Once |
| | | Chapter 7. Yahoo! Store Tips and Tricks |
| | | Enabling the Built-In Breadcrumbs |
| | | Click to Enlarge |
| | | Cascading Style Sheets |
| | | Bestsellers |
| | | Quantity Box |
| | | Radio Button Options |
| | | Free Forms (Email Form) |
| | | List of On-Sale Items |
| | | Related Items |
| | | Text Page Titles |
| | | Shipment Status Form |
| | | Chapter 8. Designing Your Customized Yahoo! Store to Sell |
| | | Eighteen Tips Every Yahoo! Store Owner Needs to Know |
| | | Eight Design Pitfalls You Need to Avoid |
| | | Fifty-One Words That Sell |
| | Part III: Deconstructing a Yahoo! Store |
| | | Chapter 9. Digital Product Store |
| | | General Company Information |
| | | Product Information |
| | | How Do Digital Products Work? |
| | | Pros and Cons of Selling Digital Products |
| | | Selling Both Mac and PC Platform File Formats |
| | | The Evolution of WriteExpress's Website Design |
| | | Marketing |
| | | Additional Tips from WriteExpress |
| | | Chapter 10. Manufactured Product Store |
| | | General Company Information |
| | | Product Information |
| | | Website Layout and Advanced Features |
| | | Outsourcing |
| | | Backend System |
| | | Online and Offline Marketing Strategies |
| | | Tips and Recommendations from Owner Craig Abbey |
| | | Chapter 11. High-Volume Product Store |
| | | General Company Information |
| | | Product Information |
| | | Website Layout and Advanced Features |
| | | Creating Multiple Website Niches with the Same Product Line |
| | | Neeps Backend System |
| | | Accounting |
| | | Setting Up Your Warehouse and Bin Location System |
| | | Online and Offline Marketing Strategies |
| | | Creating Repeat Customers |
| | Part IV: Growing Your Online Business |
| | | Chapter 12. The Power of PARM: Positioning Your Business |
| | | The Power of PARM |
| | | Positioning Your Business |
| | | Tips for Online Branding |
| | | Branding with the Big 5 |
| | | Chapter 13. Acquiring Customers (Part 1) |
| | | Watering-Hole Marketing |
| | | Advertising |
| | | Email Marketing |
| | | Internal Marketing |
| | | Chapter 14. Acquiring Customers (Part 2) |
| | | Using Search Engines for Marketing |
| | | Search-Engine Marketing |
| | | Microsites |
| | | Chapter 15. Retaining Customers |
| | | The Importance of Retention |
| | | Building a House List |
| | | Steps to Email Marketing Success |
| | | Succeeding with Email Newsletters |
| | | Using Community as Retention |
| | | Chapter 16. Monetizing |
| | | Creating Home Pages That Sell |
| | | Avoiding Fraud |
| | | Chapter 17. Monitoring Site Sales and Performance |
| | | Mining Your Server Logs |
| | | Using Yahoo! Site Stats Resources |
| | | Chapter 18. Public Relations |
| | | What Is Public Relations? |
| | | The Online Press Room |
| | | Constructing the Press Release |
| | | Outsourcing Your Public Relations |
| | Part V: Operating Your Yahoo! Business |
| | | Chapter 19. Customer Service |
| | | Service Starts Before the Sale |
| | | Service During the Sale |
| | | Service After the Sale |
| | | Follow-Up After the Sale |
| | | Many Happy Returns |
| | | Chapter 20. Warehousing and Inventory Control |
| | | Setting Up Your Warehouse |
| | | Inventory Control |
| | | Just-in-Time Delivery: Saving Money on Storage |
| | | Using UPS Online Tools to Streamline Your Shipping Process |
| | | Packaging Tips |
| | | Chapter 21. Financial Planning |
| | | The Proforma |
| | | Organizing Your Financial Statements |
| | | Quick Steps to Creating Your Financials |
| | Part VI: Manning Your Yahoo! Business |
| | | Chapter 22. Finding and Hiring |
| | | Assigning and Understanding Staff Duties |
| | | Outsourcing |
| | | Independent Contractor Versus Employee |
| | | The Hiring Process |
| | | Hiring the Right Person |
| | | Where to Find and Hire Employees |
| | | Interviewing Candidates |
| | | Screening Backgrounds and Checking References |
| | | Hiring Family and Friends |
| | | How Much Should I Pay?: Setting Pay Levels |
| | | Getting Part-Time Help |
| | | Getting Free Help |
| | | Keeping Good Employees |
| | Appendixes |
| | | Appendix A. Launching Your Yahoo! Business Quick Start Guide |
| | | Step 1: Register your Domain Name and Sign Up for a Yahoo! Merchant Solutions Account. |
| | | Step 2: Explore the Manage My Services Control Panel. |
| | | Step 3: Set Up the Capability to Accept Payments Online. Sign Up for a Merchant Account or Use Your Existing Merchant Account. |
| | | Step 4: Organize and Add Products to Your Store. |
| | | Step 5: Customize Your Store Layout and Navigation. |
| | | Step 6: Configure Your Backend Systems and Operations. |
| | | Step 7: Publish Your Site; Open Your Store for Business. |
| | | Appendix B. Business Plan Elements |
| | | Who Is Your Business? |
| | | What Does It Sell? |
| | | Why Is It a Business? What Need Does It Solve? |
| | | What Is the Implementation Plan? |
| | | Where Is Your Business and What Markets/Customers Will It Service? |
| | | How Will You Market Your Business and Your Product or Service? |
| | | How Much Money Will You Need to Get Your Business Started and Running? |
| | | Pulling It Together: The Business Plan Elements |
| | | Appendix C. Important Resources on the Web |
| | | Yahoo! Store Resources |
| | | Deconstructing Yahoo! Store Participants |
| | | Email Discussion Lists |
| | | E-Business Publications |
| | | Employment Websites |
| | | Press Release Distribution Services |
| | | Mailing List Resources |
| | | Financial Resources |
| | | Web Analysis Tools and Services |
| | | General Resources |
| | Index |