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Put together a plan to maintain your sales level and profitability--to counteract eBay’s changes Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace Find out if running an eBay Store or selling on Half.com makes sense for your business Learn out how to sell locally on craigslist and other online classifieds sites Discover how to sell fixed-price merchandise on the Amazon marketplace Find out how to launch your own e-commerce website--and promote your online store Learn how to sell products across multiple channels--and manage multichannel conflicts   Introduction     1 What’s in This Book     2 Who Can Use This Book     3 How to Use This Book     3 There’s More Online...     4 Making the Move     4 I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS     5 1 The Problem with Online Auctions     7 What eBay Used to Be Like...     7 Why Is eBay Abandoning Smaller Sellers?      10 Changes Are Afoot--and You Probably Won’t Like Them     12 Emphasizing Fixed-Price Sales over Auction Sales     12 Changes to the Fee Structure     12 Changes to the Payment System     14 Changes to the Feedback System     15 Changes to Search Results     15 eBay’s Deal with Buy.com     16 How Do eBay’s Changes Affect You?      16 2 Planning for Selling Success     19 Planning for Life Beyond eBay Auctions     19 Asking--and Answering--Key Questions     20 What Type of Merchandise Do You Want to Sell?      20 How Much Money Do You Want to Make?      21 How Do You Intend to Manage Your Business?      23 Where Do You Want to Sell?      25 Conceiving a Business Plan     26 Understanding the Components of a Useful Business Plan     28 Mission     29 Opportunity     30 Strategy     30 Organization and Operations     31 Strengths and Weaknesses     31 Financials     31 Writing Your Business Plan     32 Implementing Your Business Plan     33 II FIXED-PRICE SELLING ON EBAY     35 3 Migrating to Fixed-Price Listings     37 Why Fixed-Priced Sales Are the Way to Go     37 Comparing Fees     38 Comparing Listing Lengths     40 Factoring in Customer Demand     41 Different Ways to Sell at a Fixed Pric     42 Understanding eBay’s Fixed-Price Listings     43 Understanding eBay’s Buy It Now Auctions     44 Understanding eBay Stores     46 Understanding Half.com     47 Creating an eBay Fixed-Price Listing      50 Creating an Auction Listing with a Buy It Now Price     51 Managing Fixed-Price Sales     52 Before the Sale: Setting the Price     53 After the Sale: Payment and Shipping     53 4 Fixed-Price Selling in an eBay Store     57 What Is an eBay Store?      57 Benefits of Opening Your Own eBay Store     59 Challenges of eBay Store Selling     60 Understanding eBay Store Subscription Levels     61 Understanding Insertion Fees and FVFs     63 How to Open an eBay Store     63 Further Customizing Your eBay Store     67 Managing Your eBay Store     68 Listing Merchandise for Sale in Your eBay Store     70 Handling eBay Store Sales     71 Marking Down Your Merchandise     72 Viewing eBay Store Reports     73 5 Fixed-Price Selling on Half.com     77 Getting to Know Half.com     77 Understanding the Half.com Shopping Experience     79 Understanding Half.com Fees     80 Listing on Half.com     81 Pricing Your Half.com Items     83 Calculating Shipping and Handling Charges     84 Managing Half.com Sales     85 6 Promoting Your Fixed-Price eBay Sales     87 Promoting Your Fixed-Price Listings on the eBay Site     87 Optimizing Your Listings for eBay Search     88 Linking from Other Sites to Your eBay Listings     90 Promoting Your eBay Store     90 Seeding Listings into the Traditional eBay Marketplace     91 Enabling Cross-Promotions     91 Creating an Email Mailing List     92 Linking to Your eBay Store     94 Adding a Stores Widget to Your Blog or Website     95 Creating a Listing Feed     95 Exporting Your Listings to Search Engines and Shopping Sites     96 Advertising on the eBay Site with AdCommerce     97 Advertising Across the Web with Google AdWords     99 Promoting Your Store in the Real World     101 Promoting Your Half.com Listings     102 III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS     105 7 Online Classifieds: Are They Right for Your Business?      107 Understanding Online Classifieds     107 Examining Major Online Classifieds Sites     110 craigslist     110 Oodle     111 Kijiji     113 backpage.com     114 LiveDea     115 Google Base     116 The Pros and Cons of Selling via Online Classifieds     117 Pros of Online Classifieds Selling     117 Cons of Online Classifieds Selling     118 Do Online Classifieds Make Sense for Your Business?      120 The Best Businesses for Migrating to Online Classifieds     120 The Worst Businesses for Migrating to Online Classifieds     121 8 Doing Business on craigslist     125 Understanding craigslist     125 Navigating craigslist Listings     126 Before You List...     129 Listing an Item for Sale     130 Formatting Your Item Description     133 Using HTML Formatting     133 Inserting Images into Your Listings     134 Managing Your Listings     135 Editing a Listing     135 Deleting a Listing     136 Making a Sale     136 9 Migrating from Online Auctions to Online Classifieds     139 What Items Should You Move to craigslist?      139 Changing Your Business Model     141 Going Local     141 Pickups,No Shipping     142 Cash Is King     143 We Don’t Need No Stinking Tools     143 It’s the Wild West     144 Businesses Aren’t Always Accepted     144 Making the Move     145 10 Promoting Your craigslist Business     147 Choosing the Right Community and Category     147 Optimizing Your Listings for Search     148 Keeping Your Ad at the Top of the List     148 IV SELLING ON THE AMAZON MARKETPLACE     151 11 The Amazon Marketplace: Is It Right for Your Business?      153 Understanding the Amazon Marketplace     153 What the Buyers See     154 The Many Ways to Sell on Amazon     156 Selling Individual Items on the Amazon Marketplace     157 Understanding the Amazon Marketplace     158 Understanding Amazon’s Fees     159 Selling as a Pro Merchant     161 Selling on Amazon via Selling on Amazon     162 Selling in an Amazon WebStore     163 Using Amazon to Fulfill Your Orders     163 How It Works     164 Understanding Fulfillment Pricing     164 The Pros and Cons of Selling on Amazon     166 Selling on Amazon: Pros     166 Selling on Amazon: Cons     167 12 Doing Business in the Amazon Marketplace     169 Listing Individual Items in the Amazon Marketplace     169 Listing Your First Item     69 Managing Your Account and Inventory     173 Selling an Item     175 Setting Up Your Amazon Storefront     176 Moving to the Pro Merchant Program     177 Upgrading to Pro Merchant Status     177 Uploading Multiple Listings     178 Creating a Product Detail Page     180 13 Migrating Your eBay Business to Amazon     185 Does Migrating to Amazon Make Sense?      85 Comparing Fees     185 Comparing Sales and Effort     187 Which Items Should You Migrate?      188 Evolving Your Business Model     189 Making the Move     190 14 Promoting Your Amazon Business     193 Keeping Your Listings Competitive     193 Competing on Feedback     194 Placing Product Ads on the Amazon Site     196 Advertising Your Business with a Display Ad     197 V SELLING ON YOUR OWN WEBSITE     201 15 Establishing Your Own Website: Is It Right for Your Business?      203 Building an Online Store--What’s Involved?      203 The Components of an E-Commerce Website     203 Different Ways to Build a Store     206 How Much Does It Cost?      207 Pros and Cons of Running Your Own Website     208 Pros of Running Your Own Online Store     208 Cons of Running Your Own Online Store     209 Does an Online Store Make Sense for Your Business?      211 16 Planning Your Online Presence     215 Step One: Create Your Plan and Define Your Goals     215 Step Two:Determine What You’re Selling     216 Step Three: Choose a Hosting Service     216 Step Four: Build Your Website     217 Step Five: Choose an Online Payment Service     218 Step Six: Plan Your Promotion     219 Step Seven: Launch Your Site     220 Step Eight: Evaluate Your Performance     221 17 Setting Up an E-Commerce Website     223 Choosing a Hosting Service     223 Features to Look For     224 Comparing Prices     226 Using eBay ProStores     227 ProStores for eBay Sellers     227 Subscription Levels     228 Getting Started with ProStores     229 Building an Amazon WebStore Store     230 Inside an Amazon WebStore Store     230 Creating Your Own WebStore     231 Building a Yahoo! Merchant Website     233 Subscription Levels     233 Unique Features     234 Creating Your Own Yahoo! Store     235 Exploring Other Pre-Designed Storefronts     236 18 Managing Online Sales     241 Managing Your Inventory     241 Managing Your Sales     243 Managing Your Customers     245 19 Choosing an Online Payment System     249 Accepting Payments with PayPal     249 Pros and Cons of PayPal     250 Signing Up for PayPal     251 Understanding PayPal Fees     252 Adding PayPal to Your Website     253 Collecting PayPal Payments     254 Accepting Payments with Google Checkout     255 Pros and Cons of Google Checkout     255 Understanding Google Checkout Fees     256 Setting Up a Google Checkout Account     257 Choosing a Google Checkout Service     257 Adding Google Checkout to Your Website     258 Collecting Google Checkout Payments     259 Withdrawing Google Checkout Funds     260 Integrating Google Checkout with Google AdWords     260 Accepting Payments with Checkout by Amazon     261 Pros and Cons of Checkout by Amazon     261 Understanding Checkout by Amazon Fees     262 Setting Up Checkout by Amazon     262 Establishing Your Own Merchant Credit Card Account     263 Pros and Cons of a Merchant Account      264 Choosing a Credit Card Processor     265 20 Promoting Your E-Commerce Website     267 Putting Together a Marketing Plan     267 Optimizing Your Site for Search Engines     269 All About Search Engine Marketing--and SEO     269 SEO Tip #1: Fine-Tune Your Keywords     269 SEO Tip #2: Tweak Your and Tags     271 SEO Tip #3: Solicit Inbound Links from Other Sites     271 SEO Tip #4: Submit Your Site to the Major Search Engines     272 SEO Tip #5: Use Text Instead of Images     274 Submitting Your Products to Comparison Shopping Sites     275 How Comparison Shopping Sites Work     275 Examining the Major Comparison Shopping Sites     276 Submitting Your Listings to Comparison Shopping Sites     278 Creating and Uploading a Data File     279 Buying PPC Advertising     280 How Important Is PPC Advertising?      280 Purchasing Keywords     281 Paying by the Click     282 Evaluating the Big PPC Ad Networks     283 Creating a PPC Campaign     285 Buying Display Ads     286 Engaging in Email Marketing     287 Marketing on YouTube     288 Marketing to the Blogosphere     289 Conducting Online Public Relations     290 21 Migrating Your eBay Business to Your Own Website     293 Does Migrating to Your Own Online Store Make Sense?      293 Comparing Costs     293 Comparing Effort     295 Which Items Should You Migrate?      295 Changing Your Business Model and Processes     296 Making the Move     297 22 Selling in Multiple Channels     301 What Is Multichannel Selling--and How Does It Work?      301 Pros and Cons of Multichannel Selling     302 Benefits of Multichannel Selling     302 Drawbacks of Multichannel Selling     303 When Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster?      305 Managing Inventory Across Channels      306 Creating a Multichannel Marketing Plan     307 Index     311

 
 

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