[eBook Code] Starting an Online Business All-in-One For Dummies (eBook Code, 6th)

Introduction 1

Book 1: Start-Up Essentials 5

Chapter 1: Starting from Scratch 7

Chapter 2: Turning Ideas into a Viable Internet Business 17

Chapter 3: Getting Real: Creating a Usable Business Plan 31

Chapter 4: Funding Your Online Business 39

Chapter 5: Creating Policies to Protect Your Website and Customers 57

Chapter 6: Setting Up Shop: What You Need for Online Efficiency 67

Book 2: Legal and Accounting 83

Chapter 1: Minding the Law 85

Chapter 2: Choosing the Right Foundation: From Partnerships to Corporations 95

Chapter 3: The Trademark-and-Copyright Two-Step 105

Chapter 4: Accounting for Taxes (and Then Some) 113

Book 3: Website Functionality and Aesthetics 135

Chapter 1: What’s in a (Domain) Name? 137

Chapter 2: Designing for User Experience 151

Chapter 3: Building a Site Without Spending a Fortune 169

Chapter 4: Serving Up Your Site 189

Chapter 5: Developing Content That Satisfies Visitors and Search Engines 199

Chapter 6: Going Beyond Beta and Launching Your Site 213

Book 4: Online and Operating 223

Chapter 1: Determining Your Revenue Model 225

Chapter 2: Making Money with Affiliate Programs 245

Chapter 3: Turning Information into Profit: From E-Books to Webinars 257

Chapter 4: Paying with the Right Payment Options 269

Chapter 5: Putting the (Shopping) Cart before the Horse 281

Chapter 6: Taking Inventory 295

Chapter 7: Fulfilling Expectations and Orders 305

Book 5: Managing Security Risks 325

Chapter 1: Understanding Security and Your Risks 327

Chapter 2: Developing a Plan: Security and Business Continuity 337

Chapter 3: Spotting and Thwarting Hackers and Net-Thieves 351

Chapter 4: Locking Down Your Site and Your Business 369

Book 6: Online Marketing Basics 377

Chapter 1: Jump-Starting Traffic and Driving Sales 379

Chapter 2: Your Own Public Relations for the Web 397

Chapter 3: Web Marketing at Work 411

Chapter 4: Converting Browsers to Buyers 435

Chapter 5: Analyzing and Monitoring Your Customers 451

Chapter 6: Mastering Search Engines, Optimization, and Rankings 473

Book 7: Retail to E-Tail 493

Chapter 1: Expanding Online to Keep and Grow Customers 495

Chapter 2: Managing the Differences between In-Store and Online Commerce 513

Chapter 3: Window Dressing for the Online Display 525

Chapter 4: Revving Up with Mobile Marketing, Social Media, and More 535

Chapter 5: Troubleshooting the Transition to Online Retail 553

Book 8: E-Commerce Fundamentals 565

Chapter 1: Starting Up with E-Commerce Functionality 567

Chapter 2: Mastering the Amazon 577

Chapter 3: Web-ify Your Store with Shopify 589

Chapter 4: Making eBay THE Way 607

Chapter 5: Posting Pictures for Profit 625

Book 9: E-Business for Nonprofits 645

Chapter 1: Raining Donations: Fundamentals for Online Giving 647

Chapter 2: Adding Online Moneymakers to an Existing Site 657

Chapter 3: Growing an Active Donor Base: Your Virtual Community 673

Chapter 4: Identifying Online Marketing Strategies That Fit the Cause 683

Chapter 5: Legal Considerations for Nonprofit Organizations 693

Book 10: E-Commerce Trends and Market Opportunities 701

Chapter 1: Discovering Niche Markets 703

Chapter 2: Building Business via Social Commerce 709

Chapter 3: Evaluating the SaaS Model: Selling Software and Apps 729

Chapter 4: Generating Opportunities through the Generations: Millennials, Boomers, and Beyond 741

Book 11: E-Commerce Advanced 759

Chapter 1: Mapping the Digital Buyer’s Journey 761

Chapter 2: Getting Personal with Content Marketing 771

Chapter 3: Listening to the Voice of the Customer 789

Chapter 4: Overhauling an Aging Online Business 805

Chapter 5: Expanding Products to Increase Stagnant Sales 819

Chapter 6: Transitioning a Small Site into Big Business 829

Index 845