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HOW TO... incorporate e-business into your small business
In an era when a Web site is as common as a telephone number, a how-to article on e-business might seem dated. But there are still many businesses out there that fail to see the rationale behind the expense of developing a site, and even more, particularly small businesses, that simply do not have the budget to build one. But building and maintaining a Web site doesn't have to be a time-consuming, expensive endeavour. For example, if you simply want a presence on the Web, with nothing more than an extension of or another version of your corporate brochure and contact information, such a site is relatively easy and inexpensive to build. For jobs such as this, small or medium-sized businesses that are budget-conscious may want to consider a student from a local Web-design school for the job. Another alternative is looking for a contra arrangement with a friend or business associate. Sharon Clarke, a local artist, didn't have the funds to build her own site, so she made a business proposition to a friend who was a Web designer. "It took him eight hours to build the site and I did a painting for him in return," recalled Clarke. She was astonished by the results. Since launching the site last August (www.sharonclarke.ca), Clarke has sold more work than she did in the previous three years combined. The site has also helped get her paintings into two galleries, she added. "Galleries need to preview your work and these days, they are not asking for a portfolio but for a Web site address," she said. Clarke has also changed her e-mail address to incorporate her Web site (paintings@sharonclarke.ca). This was one more low-cost way of promoting herself by directing people to her site. The Internet is also helping Clarke to manage her clients more effectively. "I used to have showings for my new work, which required a lot of organization and was expensive," she said. "Now, I just e-mail digital pictures of my work to clients, which enables me to show it to them more quickly and cost-effectively." E-mail marketing is becoming an increasingly popular tool for small businesses. It is easy to set up and not only informs clients of your business but also helps you maintain a database of clients and prospective clients. If your e-mail or e-newsletter provides an option for feedback, the dialogue with clients will enable you to obtain information on their specific needs. This needn't be a complicated endeavour. If you are using a program such as Microsoft Outlook, it is easy to manage your own e-newsletter initiative, particularly if you have only a few hundred clients, said William Koty, director of the division of applied technology for University of B.C.'s continuing studies. While most companies think of the Web as a promotional and information vehicle, it is also increasingly used to streamline business practices and ultimately reduce costs through the use of application service providers. Koty advises small business owners to assess whether some of their business requirements can be fulfilled by accessing ASPs available through the Internet. "Companies should take a look at the aspects of their company they wish to automate to reduce costs and increase effectiveness, and then once they have determined this, they can start doing their research on ASPs," Koty advises. Potential ASPs vary from customer relationship management to accounting to applications that handle event registration for companies, said Koty. Of course, going this route isn't without risks, he admits. Networks can and do fail; security is always a concern; and customization may be limited. But the advantages of using online applications are significant. "You have access to powerful software tools for a relatively low cost, plus the provider looks after systems maintenance, backup and archiving, so your costs are distributed with other companies," said Koty. Above all, said Koty, it's important to look at the Internet as not just a promotional vehicle or information source, but as a place for managing and enhancing your business. "The Internet is headed towards being a day-to-day, workplace management tool," he said. The following are some suggestions for enhancing your e-business efforts on the Web: How to... |
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Make
your mark on the Web. Build a Web site and ensure your Web address
is on all your marketing material. 
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