IN THIS CHAPTER

Training yourself to think like an online entrepreneur

Evaluating your business idea’s chances for success

Scrutinizing your future customers

Picking apart your competitors

Congratulations! After you make the emotional commitment to get started, you have to shift gears and concentrate on the next set of actions that will make your Internet business a reality. From evaluating the potential success of your idea to identifying who will buy your products, in this chapter you gain the tools to help get your idea off the ground. In the process, you begin thinking like an online entrepreneur and find out how to start your business on the right track.

Thinking Like an Online Entrepreneur

Using the Internet to conduct business is similar in many ways to operating a traditional company. In fact, many traditional offline businesses now conduct part of their business online. Today, consumers research products and services online and expect to be able to buy products or services online, even from bricks-and-mortar stores. For those reasons, the lines between online and offline businesses are increasingly blurred.

Profitability (or how much money you make after subtracting your expenses), taxes, marketing, advertising, and customer feedback are other examples of factors that affect your business whether it’s online or offline. However, some exceptions set apart an online business, particularly in regard to how you deliver products and service your customers. Even the most experienced entrepreneur can get caught in the trap of forgetting those differences. Your attitude and how you approach the business as an online entrepreneur can make a huge difference in how successful you are online.

Adjusting your attitude slightly and viewing business from behind the lens of an online entrepreneur isn’t difficult. Doing so is simply a matter of recognizing that the Internet changes the way you can and should operate your online business.

When you think like an online entrepreneur, you

• See the invisible storefront. Although the doors, walls, and even the salesclerk for your online business might be invisible, they definitely exist. In fact, every part of your web business leaves a distinct impression. Yet rarely do you hear or see the response to your storefront directly from customers. Consequently, and contrary to popular belief, a website demands your continual care and attention — adding products, fixing bugs, replying to e-mail, and more.
• Understand who your customers are. Even if you don’t personally greet your online visitors, don’t be fooled: The Internet offers the unique opportunity to learn and understand almost everything about your customers. You can learn where else they shop, how much time they spend on your site, what products they’re interested in, how they prefer to shop (on a desktop computer or on a mobile device, for example), what triggers or offers they respond to best, where they live and work, how much they earn annually, and on what other websites and social media networks they spend their time. Online entrepreneurs collect and use this information regularly in an effort to increase sales and better serve their customers. (When you’re ready to meet your customer, turn to Book 6, where we explain the basics on how to get and use this wealth of customer information. We go into even more detail on understanding the online buyer’s journey in Book 11.)
• Respond to fast and furious changes. The way people use the Internet to buy, sell, or search for products and services changes rapidly. Also, the rules for operating an online business as imposed by both the government and the business world in general are modified almost daily. Sustaining success online means that you must take the initiative to keep up with new trends, laws and regulations, safety and security concerns, technology, and even marketing and social media tools.
• Speak the language. Communicating to your customers through a website can be challenging. Your buyers want and expect quick and easy access to information. Because attention spans are limited, content should always be relevant, easy to find, and to the point.

• Communicate visually. Equally important to the words you choose are the images you incorporate into your site. Whether you use purchased stock photos or pictures that you take yourself, you want images to be crisp, clear, and relevant to the message you are communicating. In addition, product images should be the best quality possible.

  As an entrepreneur, you must choose your words, images — and even music — carefully. Your site’s content, including the words and pictures you use on your web, will

  • Help sell your products or services to visitors.
  • Serve as interesting and useful content to share on social media, which is an important method of marketing your online business.
  • Play a big role in search engine optimization (SEO), or the way you can increase visits to your site by placing higher on the list of rankings by Internet search engines. (Yes, images, like words, are searchable and can help increase your rankings in search engines!)
• Know when (or whether) to innovate. You might be able to develop a new or different method for doing business online, although it’s probably not necessary. Innovative tools already exist, and you can often find them on the Internet quickly and cheaply. You don’t need to reinvent the wheel — you just have to know how to find and apply the tools that are already out there.
• Reap repeated rewards. Establishing multiple streams of revenue or maximizing a single source of revenue is a common practice online. For instance, you might have an outstanding information product for sale on your site. The same product can just as easily be sold on other websites in exchange for a small percentage of earnings. Or you can choose to add a product from another website to your site and pay that site a percentage of earnings. (To begin increasing your earnings, read about affiliate programs in Book 4.) Similarly, you may decide to sell cloud-based or web-based services to other businesses on a monthly basis. This software as a service (SaaS) online business model provides recurring revenue for your online business. (If this is your preferred route, we delve further into running a SaaS business in Book 10.)

Putting Your Business Idea Under the Microscope

Every successful business begins with that first idea. From fast-food restaurants to selling cosmetics from home, Ray Kroc first dreamed of hamburgers at McDonald’s and Mary Kay visualized selling makeup door to door. When the Internet first provided similar opportunities, Jeff Bezos visualized a way for consumers to buy everything from books to clothing and have it delivered straight to their doorsteps through Amazon. Your dream for an innovative new business is no exception — and the Internet has continued to make it easier than ever to launch a successful business. Maybe you have several unique concepts to choose from or are firmly set on a single one. Either way, how do you decide whether you should quit your day job and focus on your brilliant idea? You have to pick apart the idea, observe closely, and determine whether it merits a full-time (or part-time) business.

One question often asked is whether or not the idea has to be original. Innovative, never-before-broached ideas for an online business certainly exist. But being the first to have and implement an original idea is not a guarantee for success. Likewise, there may be exceptional opportunities for updating or modifying an existing business to an online format. Consider that Netflix became an online streaming version of bricks-and-mortar video rental stores. The video rental concept was not new, but Netflix took video rental online and eventually became part of the reason for the demise of the leading offline video rental giant, Blockbuster. Ultimately, your concept for the business, whether it’s a new idea or a twist on an existing idea, must be well thought out to increase your probability for success. This section describes the three methods you can use to decide whether your idea has potential.

Using informal research to verify your idea

The best place to begin gathering information is from sources closest to you. Be prepared to receive varying opinions — both positive and negative. Use this input as a general gauge of whether to continue reaching out to the next source of information. You and your idea are in the center, surrounded by three rings from which to collect input, as shown in Figure 2-1. If the ring closest to you provides mostly positive input, proceed to the next ring.

Ring 1 consists of your friends, family, and coworkers. Ask them these questions:

• Have you ever heard of this type of product or service?
• Would you buy this product or service?
• Do you think it’s a good idea?
• What challenges do you think I will encounter?
• What are the benefits?
• Can you envision me selling this product or service? Why or why not?

In Ring 2, seek input from industry professionals, investors, other entrepreneurs, and organizations that offer support to small businesses. Ask questions similar to those listed for Ring 1. Because of the experience of the people in Ring 2, you should give more weight to their responses. Small-business support resources include the following:

• Small Business Administration (SBA) (www.sba.gov): The SBA, a government-sponsored organization, helps small-business owners with loans, paperwork navigation, free seminars, and other services.
• Small Business Development Center (SBDC) (www.sba.gov/sbdc): The SBDC is a partnership between the SBA and universities. Together, they provide support, mentoring, training, and educational services to both new and established small businesses. SBDCs are available through local branches, often located in a partnering university or Chamber of Commerce.
• Chamber of Commerce (www.uschamber.com): From small towns to large cities, all local chambers help owners develop their small businesses.
• SCORE (www.score.org): This network of retired executives matches small-business owners with business-exec retirees who volunteer their time to help small businesses develop and prosper.

In Ring 3 are your potential customers. Ask them these questions:

• Would you use this product or service?
• Have you used something similar?
• How much would you be willing to pay?
• How often would you use it?
• Where would you normally go to buy this product or service?
• Would you order it over the Internet?

If you find that you’re receiving a majority of positive feedback from sources in all three rings, you can consider your idea worthwhile. Or at least you have enough validation to continue to the next phase of your evaluation process. Later, you may want to return to this list of friends and customers and ask them to “beta” test, or try out an early version of your product or service before it is fully available to the general public.

Applying a SWOT analysis to your idea

Another popular method for determining the pros and cons of an idea is referred to as SWOT analysis. (SWOT is short for strengths, weaknesses, opportunities, and threats.) Companies use it for several reasons, including as a decision-making tool for product development. The simple process also lends itself to a more thorough investigation of your business idea. This section covers how you can put your idea to the SWOT test!

Create your own SWOT chart by following these steps:

1. On paper, draw a cross (or a box divided in half both horizontally and vertically) to create four quadrants, and label them as shown in Figure 2-2.

   After you draw and label the chart, you can begin to fill in the details.

2. In each quadrant, write down the factors that influence or contribute to each of your four SWOT categories.

   Strengths and weaknesses are considered internal factors that control or specifically contribute (good or bad) to the business concept. Opportunities and threats are external factors that are influenced to some extent by the environment or are otherwise outside of your control.

3. Analyze the information you filled in. Ask yourself the following questions to start developing your SWOT analysis:

   Strengths

   • What advantages does the product or service offer?
   • Do I have expertise in this business or industry?
   • Can I get a patent to protect the idea?

   Weaknesses

   • How much does developing the product cost?
   • Is getting suppliers difficult?
   • Am I learning a new industry from the ground up?

   Opportunities

   • Does my idea take advantage of a new technology?
   • Is my product or service in demand?
   • Have changes in policies or regulations made my idea necessary?

   Threats

   • Does my product or service have established competitors?
   • Do my competitors sell the product or service for less than I can?
   • Will changes in technology make my product obsolete?

   Use the feedback you receive from your informal research (during the Three Rings exercise) as factors in your SWOT quadrants. Combining other people’s opinions with your own provides a more comprehensive — and useful — SWOT analysis.

4. After you fill in the categories of your first SWOT analysis, take a look at which quadrants contain the most factors or the most significant factors.

   The listed strengths and opportunities indicate the advantage you might have in the marketplace. If you’re lucky, they outweigh your weaknesses and challenges. Perhaps you can now see what you must do to offset those disadvantages if you really want your idea to work.

Whatever the outcome of your analysis, you should have a better feel for the value of your business idea after viewing the completed SWOT analysis.

Creating a feasibility study to validate an idea

After your idea gains a nod of approval from friends and family and the SWOT analysis indicates that your product has merit, your idea must jump through one more hoop for complete validation. A feasibility study is a somewhat formal, written process that helps you determine whether your idea is realistic. The goal of the study is to provide you with final proof that your business concept is viable.

A feasibility study answers these basic questions:

• Will the product or service work?
• How much will it cost to start?
• Can your idea make you money?
• Is the business concept really worth your time and energy?

A feasibility study kicks your analysis up a notch. It relies on in-depth research to provide more detailed answers to questions in five primary areas, as shown in Figure 2-3.

Now you know how much information you have to gather in your feasibility study. As you answer all these questions, make sure that you back up those answers with detailed research. Then write your results in a one-page summary that discusses what you discovered. Your summary should answer all of the questions in each category and provide proof of whether you have a viable idea. After the validation process is complete, you can turn your attention to the next piece of the business success puzzle: potential customers.

Identifying Your Market and Target Customer

The terms target market and target customer are defined as the entities that buy your product or service. Although these phrases are sometimes used interchangeably, market is often used to describe a collection of individual target customers. The term buyer persona is also used as a way of providing a detailed description (or persona) of your typical customers. You most likely have several types of customers, each with a unique persona — and you mostly likely have several buyer personas that make up your target customers.

Competing to Win: Analyzing Your Competition

If you’re serious about developing a successful online business, you need every advantage possible. That means getting to know not only who your customers are but also who else is after their business. Start by writing down a list of your top three to five competitors.

Keep this list on hand, and document basic information, such as

• Website address
• Physical address (if they have one) and number of locations
• Annual sales (if publicly available)
• Number of employees
• Types of products or services offered (with full description)
• Strengths and weaknesses
• Copies of ads, flyers, and brochures
• Special promotions (especially online offers)
• Pricing information for products or services similar to yours

As a quick and easy way to keep up with your competition, visit their websites and sign up for their newsletters and other promotional offers by e-mail. You can also follow them on social media sites such as Facebook and Twitter.

Be sure to maintain a list of your secondary competitors, too. These companies don’t sell your exact products or services but come close enough to compete for your customers’ dollars.

Hooray! You completed your due diligence and have a fat file of information about your stiffest competition. What now? This kind of data does you no good when it just takes up space in a filing cabinet. Use it to your advantage.

Sift through your collected information again to refresh your memory (because you probably have lots of information), and then follow these steps:

• Compare apples to oranges. Using the information you collect, compare both your strengths and weaknesses to that of the competition. (You can even do a complete SWOT analysis on each of your competitors!) This comparison identifies where you fit in the marketplace relative to other players in your area of interest.
• Plan your marketing strategy. You have access to your competitors’ marketing material, so use it to define your own marketing strategy. Play up your company’s strengths in ads; advertise in markets that your competitors missed; and plan to educate your customers on the benefits that separate you from your competition.
• Create a competitive pricing model. Maybe you discovered that you could beat a competitor’s price. Or perhaps your research shows that you must price lower to survive. Use a competitor’s pricing data to map out the best pricing model for your product or service.
• Determine growth models and financial requirements. Suppose that a major competitor is ready to partner with a big distributor. Although you might not be able to compete immediately, this information helps you plan for growth. Use this knowledge to better understand your competitor’s growth and financial strategies, and then adjust yours accordingly.

The old cliché is still accurate: Knowledge is power. Don’t let good information go to waste. Use what you learn to differentiate yourself and win points with your customers.