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n How do we persuade people to trust our internet site to handle
their money and confidential details properly?

n How do we find partners to help us to sell our products and
services?

n How do we create a meaningful online strategy?

To create a meaningful strategy you need to have a clear view of the big
picture. What follows has proved useful to many organizations, helping
them to clearly define what they want from their website. It has appeared
elsewhere, but its proven usefulness is such that I make no apology for
offering it again here.

E-business corporate analysis

The following brief, but detailed, survey is designed to enable you to take
a fresh look at your e-business strategy as you consider the degree to which
you have established and are meeting optimal objectives for your firm. The
survey is not exhaustive, but it is sufficiently comprehensive to enable at
least one or two “eureka!” thought breakthroughs for most businesses and
professional practices.

What key strategic or tactical benefits are you seeking from your e-busi-
ness initiative? Why have you chosen to go to the expense and trouble of
having a website? Please tick each item that you are seeking from an
online presence and give the others some thought. Should you widen your
thinking about what the internet might deliver for you? Have you set your
sights on the right outcomes for today and, more importantly, tomorrow?

Sale of online advertising
Building brands – existing products/services
Opt-in e-mail marketing
Customer/market information
Access to world markets
Affinity (host/beneficiary) marketing
Direct B2B sales
Direct B2C sales
Global presence/visibility
Knowledge sharing
Online training and development
Sale of lists to e-mailers
Cost reductions
New advertising channel

Making the right connections 165