Starting an online business all-in-one

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