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The Essential Online Solution: The 5-Step Formula for Small
Business Success

Description:    In The Essential Online Solution, industry experts Rick Segel and Barbara Callan-Bogia provide you
                with a formula for small business success that begins with the Internet. Filled with in-depth insight
                and practical advice, this book discusses the important elements of e-commerce and pinpoints the
                strategies and ideas that have proven most profitable and successful.

                The five essential steps covered within these pages will open your eyes to a new way of doing
                business in todays dynamic environment and give you an edge over the competition.

                This information-packed guide will help you:

                - Understand the past, present, and future of online business
                - Uncover some of the Webs best marketing tools—tools that create a community of fanatic
                followers, increase your Web activity, and cost nothing
                - Design and position your Web site for maximum effectiveness
                - Start and create a viable auction business
                - And much more

                Straightforward and to the point, The Essential Online Solution contains lessons and
                information—all of which come from discussions with small business owners on the front lines—that
                can help any small business survive and thrive in todays competitive business environment.

                Praise for The Essential Online Solution

                "Turn your small business online opportunities from mystery to mastery by reading this book, and
                putting the steps into action."
                —Jeffrey Gitomer, author of The Little Red Book of Selling

                "The Internet has made operating a successful small business easier than ever before, but it still
                takes entrepreneurial drive, an ambitious spirit, and careful planning to pull it all off. This book
                shares useful insights, potential pitfalls, and efficient stepping stones to making your online
                business goals come to fruition."
                —Nido Qubein, President, High Point University, Chairman, Great Harvest Bread Co.

                About the authors

                Rick Segel CSP, a seasoned retailer of twenty-five years, owned one of New Englands most
                successful independent womens specialty stores. He is the marketing expert for, the
                co-creator of the Retail Technology Assessment for Microsoft, and a founding member of the Retail
                Advisory Council for Johnson & Wales University. Segel is the Director of Retail Training for the
                Retailers Association of Massachusetts. He is also the creator of the Retailers Association of
                Massachusetts Awards of Excellence Program (RAMAEs), which has recognized over thirty of the
                most innovative retailers in the state. Segel holds the Certified Speaking Professional designation
                and has been a featured speaker in over 1,400 presentations. He is also the author of Retail
                Business Kit For Dummies, which became the number-one selling retail how-to book in the United

                Barbara Callan-Bogia is a speaker and trainer who conducts seminars to thousands of people on
                influencing, leading in multiple locations, communication, and office politics. She is also the owner
                of Callan Consulting, a successful national management development consulting firm founded in
                1996, and co-creator of the Retail Technology Assessment for Microsoft.

Contents:       1 Introduction
            Step I: Uncovering the Possibilities

            2 Online Business Solutions
            Where Are We At? Understanding the Past, Present, and Future of Online Business.

            3 Why Do People Buy Online?
            What Motivates Them?

            4 The Big Picture
            The Levels of Online Commerce

            Step II: Building Practical, Powerful, Professional Web Sites that WORK.

            5 Understanding Web Sites
            The Front Door to Your Online Business

            6 Our Rules for Killer Sites

            7 Building Your Web Site
            It’s Easier than You Think

            8 The Winners and Losers
            Web Site Critiques of the Good, the Bad, and the Ugly

            Step III: Positioning You as the Source: Creating Expert Status.

            9 E-mail Marketing or Is It Pinpoint Marketing?

            10 The Blog
            The Tool that Can Change Your Business

            11 Podcasting
            The Sweet Sounds of Success

            Step IV: Creating the Buzz with Clicks and Clends

            12 Web Positioning
            How Do They Find You?

            13 Pay Per Click: A.K.A. Pay for Performance
            A New Way to Advertise

            14 Advertising
            Traditional and Nontraditional

            15 Viral Marketing

            Step V: Sell, Sell, Sell.

            16 Going, Going, Gone—eBay and Online Auctions
            Are They Right for You?

            17 Sell for Me
            Affiliate Programs Get You on the Map.

            18 Bringing It All Together


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