Table of Contents

Launching Your Yahoo!® Business
By Frank Fiore, Linh Tank
...............................................
Publisher: Que
Pub Date: March 24, 2006
Print ISBN-10: 0-7897-3533-4
Print ISBN-13: 978-0-7897-3533-1
Pages: 288

Table of Contents  | Index

		Copyright
		About the Authors
		Acknowledgments
		We Want to Hear from You!
		Introduction
			Who Should Buy This Book
			What's in This Book
			Sidebars
			Yahoo! Store Setup Steps
		Part I:  Putting the "e" in Commerce
			Chapter 1.  eCommerce Basics
				Why a Yahoo! Store?
				Today's eShopper
				Yahoo! StoresEmpowering eCommerce
			Chapter 2.  Choosing a Product or Service
				Selling to Human Motivations
				Selling to Human Needs
				Should I Sell a Product or Service?
			Chapter 3.  Creating a Unique Selling Position
				What's In It for Me?
				Differentiating Yourself from Your Competition
				Positioning Your BusinessThe Marketing Mix
				The Big Five of eCommerce
		Part II:  Planning Your Yahoo! Business
			Chapter 4.  Planning to Succeed
				Why Plan Your Business?
				Some Tips Before You Start
				Choosing a Business Identity
				Establishing Your Online Domain
			Chapter 5.  Important Elements of a Business Plan
				Answering the Essential Questions
				Business Plan Elements
			Chapter 6.  Setting Up Your Business Accounts
				Boarding the Information Highway
				Setting Up Your Email Account
				Setting Up Your Shipping Center
				Choosing Your Shipping Method
				Setting Up Your Merchant Account
		Part III:  Setting Up Your Yahoo! Store
			Chapter 7.  Tools of the Trade
				Basic ToolsHardware Requirements
				Basic Tools: Software Requirements
				Virus and Spyware Protection
				Accounting Software
				Setting Up the Home Office/Small Office
				Home Office Equipment Checklist
			Chapter 8.  Choosing a Merchant Solutions Package
				Yahoo Merchant Solutions
				Deciding How to Build Your Store
				Clicks Versus Bricks
				Advantages and Disadvantages of Using Yahoo! Store
			Chapter 9.  Creating Your Yahoo! Store
				Planning Your Website Content
				Organizing Your Materials
				Getting Started
				Two Ways to Add a Product
				Customizing Your Page Layout and Navigation
				Editing the Home Page
				Publishing Your Store
			Chapter 10.  Setting Up Your Yahoo! Store Order Settings
				Setting Up Your Shipping Options
				Using Checkout Manager to Customize the Checkout Pages
				Using Inventory Management
				Setting Up Your Merchant Account
				Payment Methods
				Setting Up Tax Rates
				Setting Up Your Email Accounts
				Publishing Your Order Settings
		Part IV:  Launching Your Yahoo! Store
			Chapter 11.  Basic MarketingPromoting Your Yahoo! Store for Free
				Start in Meatspace
				Using Yahoo! Properties to Promote for Free
			Chapter 12.  Search Engine Optimization and Listing
				Registering Your Store at Search Engines and Directories
				Search Engine Optimization
				Identify Keywords
				Adding Meta Tags in Store Editor
				Search Engine Strategy
				Software
				Resources
				Using Yahoo! Store Search Stats
			Chapter 13.  Marketing and Merchandising Your Store Using Yahoo! Tools
				Developing Your Merchandising Strategy
				Permission MarketingDirect Marketing
				Register with Online Shopping Destinations
				Yahoo! Merchant Ratings and Reviews
		Part V:  Managing Day-to-Day Business
			Chapter 14.  To Do ListManaging Workflow
				Processing Orders
				Reviewing Orders for Fraud
				Managing Inventory
				Viewing Site Statistics
				Generating Sales Reports
			Chapter 15.  Customer Service and Shipping
				Customer ServiceKeeping Your Customers Happy
				Problem Resolution
				Customer FeedbackYahoo! Ratings
				Shipping Your Products
				Basic Record Keeping
				Yahoo! As a Partner Help Desk
		Part VI:  Appendixes
			Appendix A.  Daily, Weekly, and Monthly Tasks
				Daily Tasks
				Weekly Tasks
				Monthly Tasks
			Appendix B.  Important Resources on the Web
				Yahoo! Store Resources
				Email Discussion Lists
				eBusiness Publications
				General Resources
				Mailing List Resources
				Financial Resources
			Appendix C.  Unique Selling Position Worksheet
				Shopper Motivations to Buy
				Meeting Human Needs
				The Four Ps of a USP
				The Three Cs of eCommerce
				The Big Five of Online Shopping
				Integrating Your List and Establishing the USP
		Index