How to use the Internet for business
Checklist
- Familiarise yourself how your industry is represented on the Internet; ask customers, suppliers and other contacts how they are using it; look at their and your competitors' websites.
- Review the audience you communicate with and market to: their interests, preferences and Internet habits.
- Use email to improve communication with your customers and suppliers.
- Make the Internet part of your market-research process, seeking useful information on customers, suppliers, technologies, markets, pricing.
- Research how a website or online advertising would help your marketing.
- Develop a robust e-commerce strategy.
- Consider whether your product or service is suitable for direct sales over the Internet, and investigate payment options.
- If setting up an online shop, apply for merchant status for accepting credit and debit card transactions.
- Investigate how a website could improve the support and service you offer to customers (eg delivery times, detailing product and price lists, frequently asked questions and local suppliers).
- Assess your technical requirements; use consultants as necessary
- Assess costs: hardware, software, consultancy and hidden expenses such as employee training and website maintenance.
- Assess and control risks, for example, data security, viruses, and technical problems.
- Choose an Internet service provider (ISP) that offers what you need, with good-quality service at a competitive price.
- Involve employees; set clear policies on how the Internet should be used, give them training and support, and encourage suggestions.
- Ensure you are aware of the legal issues: for example, consumer protection, advertising and selling regulations, copyright, data protection and libel laws.
- Continually review the effectiveness of your Internet activities; keep up to date with new technologies and opportunities.
Cardinal rules
Do:
- research all your options and keep up to date
- use simple solutions such as email and information searches
- assess the cost-effectiveness of planned Internet projects
- get help and advice where necessary
- involve and train employees
Don't:
- tackle too much, too quickly
- expect miracles
