by Craig Lock

A successful online business isn't built overnight; but is the result of many
late nights. (Just ask my technical associate, Bill Rosoman!). If anyone says that they can teach you to make a substantial amount of money without hard work, realise they are talking through "a hole in the head" and are "out of their trees". To get where we have with the New Zealand Enterprize Centre and Eagle Productions has taken a huge effort, as well as a plentiful supply of sweat and tears over the past few years working every day (but without the blood, says squeamish he!)

Here are my ten commandments setting out how to conduct business online: (not that we have got to where we'd like to be... yet!).

1. Understand that technology should enable. Accept the indisputable fact that technology should be an enabler, rather than an end in itself (or even be a disabler to "untechnos" like me). Make modern technology work for you and your business. "Use it and don't lose it!" Accept that the vast majority of users are not "technofreaks" and have great difficulty learning new procedures. Well, I certainly do (just ask Bill)!

2. Don't take your competitors for granted. .. and don't "knock" them. Yes, even you "slick" Americans. Accept that no business can be the best in every facet. The convergence of computer, media, entertainment and communications means the underlying structures of the computer world will change rapidly and soon.... or so my "technofreak" associate, Bill (not Gates) says. The TV/computer/music centre is not far away, I hear.

3. Consolidate your business by focussing on what you do best. Don't try to be "all things" to your customer, nor try to offer too many products. Concentrate on perfecting and marketing your "best sellers".
Now for one rather more philosophical...

4. Honour parents, teachers and communities and especially your family. Parents want children to be safe on line, so supervise them closely. Teach them responsibility in internet usage... so they don't push your telephone bill sky high (as my dear boys do- but then that's the price of having and educating children!). Teach your children well (as Simon and Garfunkel used to sing so melodiously) and wisely. Let them learn that the net is a great tool for the present and the future.

5. Do not spam (sending masses of unsolicited e-mail) - under any circumstances. I simply delete all unsolicited e-mail selling products and services... and wouldn't you do likewise?

6. Do not launch your product before the market is ready for it. Ask yourself: Is there a need for your particular product? In what way is it distinctive (and superior) to the competition? Have all systems in place to market it... then always remember, all products have a definite life cycle.
Some are relatively short.

7. Take the business of internet marketing seriously. Imagine if everyone is online, what will that do for your business and you?

Remember Bill Gates's wise words: "There'll be two types of business in the year 2000 : those online... and those out of business."

8. Have an effective web presence. Your site should explain immediately what the visitor will get for their time online. If it is not clear WHY they should stay, they'll leave before they try to find out. Therefore make your site as interesting and informative as you can.

9. Always remember that marketing your product effectively is the key to the success of your business. Don't forget to use traditional methods of marketing to promote your business, as in advertising (radio, newspapers, brochures, and the most effective of all, word of mouth). The two strategies (off-line and on-line) work best together.

Even if you have the greatest product in the world, you will never sell anything if you don't tell people about it. It's like having a billboard in the middle of a forest or a desert. An example: Just because you have a phone number in the phone book doesn't mean that a stranger will call you. So it is absolutely vital that you advertise effectively to bring people to your site; because without advertising, there will be no prospects, and without prospects there will be no sales. And without sales there will soon be no business!

And finally and most importantly...

10. Use the Internet to build a better world. The net is the most cost-efficient and effective way of marketing products and services around the globe. So use your creative energies and imagination to the fullest.

It can produce income through the opportunity of self employment through being innovative... and this money can be used for good.

The French and English developed steam technology at the same time; the French created playthings for the aristocracy and the English created the Industrial Revolution (but at least the "Froggies" have passion and won the soccer World Cup.) So we can all use the internet to build a better world in this new "Information Revolution" that is upon us.

A few final words to summarise...

There are no 'magic secrets', and there is nothing mystical about making money online. Other than the advertising budget, it's a level playing field and anyone , like the self employed entrepreneur working from home , like you and I can compete with the "big guys", the corporations who are too unwieldy to react swiftly to changing circumstances and markets. So we "one and two man bands" have got the jump on them.

With heaps of hard work and a little perseverance, I believe absolutely anyone can achieve success , even taking on the big corporations. At Eagle Productions working in association with Bill Rosoman of the New Zealand Enterprise Centre, I've done it all on an absolutely "shoestring" budget. We have been reasonably successful to date, but have great hopes of far greater success in the future. No matter, we are enjoying the journey in a totally new field and are having great fun learning and extending ourselves each day . I hope you too take pleasure and have great success as you travel along your very individual journey.

Craig Lock
http://www.elkpublications.com/godzone.htm
Craig's Personal Site

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