The Internet presents a new universe opportunities for businesses of every size. But the upside and the risk is magnified for smaller companies because they have more at stake.
Most big businesses have armies of experts maneuvering the logistics of high-tech Web sites, Internet distribution, and marketing initiatives. In the meantime, smaller companies are still trying to decide whether to take the plunge unsure how to go about it. In Clicking Through Jonathan Ezor, an expert on optimizing Internet business, coaches small business owners and managers for online success.
This book goes far beyond the basics. It is the ultimate practical resource for entrepreneurs who are ready to expand and profit from the Internet revolution without falling victim to potential pitfalls or legal liability.
Clicking Through offers clear guidance on how to develop an overall Internet strategy: how to link to other sites to foster greater e-commerce, handle copyright and privacy issues, protect ownership of content, successfully contract with vendors, master the rules of e-commerce, and much more. With all that's at stake on the Internet, business owners can't afford to be uninformed about the risks and opportunities that await them in cyberspace.
About the Author
Ezor is an attorney. He is a noted expert on computer and Internet business. He practices new-media business and corporate law at the Long Island firm of Farrell Fritz.
Table of ContentsIntroduction
Chapter 1%#151; Preparing Your Company For E-Commerce
An introduction to the Internet as a source of risk and reward, and ways to safely and effectively establish the essential online framework (development, hosting, online storefronts, and crosslinks) for your company
Spinning the Web for Business
Building Your Web Site
A Gracious Host for Your Site
Getting Started in E-Commerce
A Day on the Links
Chapter 2Internet Opportunities = Company @ Risk
A guide to the most popular ways to promote and profit from a site, from advertising to contests to e-mail, highlighting the major areas of potential problems and legal liability
Advertising for Trouble
Creating Win-Win Sweepstakes
Marketing to the World?
Spamming Customers for Profit and Loss
Protecting Privacy (If You Have to Ask...)
Marketing to and Hearing from Children on the Internet
Chapter 3Employee Use of the Internet
How to empower your company through Web access, e-mail, and other Internet tools, while maintaining a safe and secure work environment
A Company Policy Is the Best Policy
Steaming Employee E-Mail Envelopes
The Downside of Downloads
Chapter 4Protecting Your Company
A look at applying the more traditional methods of risk management, insurance, and appropriate professional advisers in the Internet age
Insuring Against Online Risks
Finding Appropriate Professionals
What People are Saying About This
A powerful, helpful, legal-beagle's eye view (from the ground up, of course) of the pitfalls, proper steps and priorities in getting a web site right the first time and avoiding e-trouble in the wild world of e-commerce. Terrific, helpful, easy-to-read and easier to follow.
(Bob Dorf, President, Peppers and Rogers Group/Marketing 1to1, Inc.)
Jonathan Ezor offers a fine roadmap for the small business wanting to get on the Internet, with specific advice about technical, marketing, sales, and legal tips and pitfalls. It's a fast and worthwhile read.
John R. Levine, author of The Internet for Dummies, and Internet Secrets
I found this book to be a thorough guide for improving web site strategies, as well as practical translations on a multitude of topics from Bandwith to Employee Browser Policies. Clicking Through is an invaluable resource for anyone contemplating to do business on the Internet.
(Rich Parlontieri, Chairman & Chief Executive Officer of ebank.com, Inc.)