How to Convert from Brick and Mortar to the Internet

Online businesses are convenient for customers because websites fill orders and provide services quickly.

So you want to do business online. Don't let all the stories of overnight Internet millionaires fool you. Launching an online business is challenging and it takes a great deal of work. Use the same steps in launching an online business that you would for launching a brick and mortar business. It is not difficult to have a website designed and built. The challenge is found in going through all the necessary steps for launching a business. Also, transitioning your customer base, which has been developed based upon face-to-face contact and customer service, may require some extra attention.

Instructions

1. Pick a domain name that is similar to the name of your existing business. Purchase a domain name through an online company like Namecheap.com, Godaddy.com or Networksolutions.com. Search to see if your domain name is available. Follow the registration instructions on the website. Pay for the domain name.

2. Work with a Web developer to design and set up a website that provides the same products or services as your brick and mortar business. Make the branding and design similar to collateral marketing material used for your existing business.

3. Test the functionality of the website thoroughly before using it commercially. Make sure that every technical aspect of the website works perfectly.

4. Work with an attorney to develop the legal content for the website, including the privacy policy, terms of use and contractual agreements. Internet businesses are generally governed by the same laws as brick and mortar businesses.

5. Offer incentives and discounts for existing clients in order to encourage them to use the website. Continue to offer the products or services through your brick and mortar business as you build the customer base for your Internet business. Use surveys to obtain feedback on the customers' experience with the website, and make changes accordingly.

6. Market the business using an integrated marketing approach. Use direct mail, telemarketing, print and radio advertising and word of mouth to market your new online business. Use the Internet for email, affiliate, search engine optimization, social networking and social media marketing to promote your business. Obtain celebrity endorsements.

7. Track the income that you receive. Pay vendors, pay taxes and produce detailed financial statements. Hire an accountant to review financials and produce financial statements in accordance with Generally Accepted Accounting Principles (GAAP).

Tips & Warnings

• An online business has the same tax, licensing and regulatory requirements as a brick and mortar business. Make sure that your online business meets all the legal requirements for conducting business in your city.

References

• Getzie R. Lamar: Network Marketers, Do You Understand What is Internet Marketing
• "The Attractiveness and Effectiveness of Incentive Reward Options",The Incentive Research Foundation, 1993
• Keyt Law: How to Obtain a Domain Name

Resources

• U.S. Small Business Administration: Starting & Managing A Business