Succeeding At Your Yahoo! Business

ISBN: 0789735342
EAN: 2147483647

Year: N/A
Pages: 208

Authors: Frank F. Fiore, Linh Tang

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Succeeding At Your Yahoo Business
Table of Contents
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
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 MarketsCustomers 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
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