Table of Contents

Succeeding At Your Yahoo!® Business
By Frank Fiore, Linh Tang
...............................................
Publisher: Que
Pub Date: June 06, 2006
Print ISBN-10: 0-7897-3534-2
Print ISBN-13: 978-0-7897-3534-8
Pages: 384

Table of Contents  | Index

		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