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Helping Rural New Mexicans Learn the ABCs of Achieving Prosperity in the Internet Age

www.nmtabcs.org

Teleliteracy Assistance for Businesses and Communities

The

ABCs of

e-Business

9/2001

i

Executive EditorsRobert O. Coppedge

Jeanne Gleason

Managing EditorVicki Harley-Taggart

Consulting AuthorsRichard OliverElise T. Sautter

WriterJan Brydon, Edit Plus

Print Design & LayoutConnie Padilla

EditorsVicki Harley-Taggart

Natalie Johnson

PowerPoint DevelopmentPamela Martinez

Diane HallErik Montoya

Lori Blair

Partners

T-ABCs

Box 30003, MSC 3AENew Mexico State University

Las Cruces, NM 88003

www.nmtabcs.org

ii

T-ABCs is made possible with support from• Qwest Communications International Inc.• NMSU Cooperative Extension Service• NMSU College of Agriculture and Home Economics• NMSU Center for Business Research and Services• NMSU College of Business Administration and Economics• NMSU College of Arts and Sciences

Other partners include New Mexico Technet Inc., ENMR -Plateau Telecommunications Inc.,Albuquerque TVI, the NewMexico Small Business Development Centers, the New MexicoAssociation of Community Colleges, the New Mexico InternetProfessionals Association, San Juan College and the San JuanEconomic Development Service. Additional funding and contentpartners welcome.

Contacts

Overall Program and Community Coordination:Robert O. Coppedge, NMSU Cooperative Extension Service

505-646-4122, [email protected]

Media Training Tools and Web site:Jeanne Gleason, NMSU Agricultural Communications

505-646-5658, [email protected]

Other NMSU Core Team Members:Richard Oliver, 505-646-2944, [email protected]

Pookie Sautter, 505-646-6027, [email protected] Czerniak, 505-646-2815, [email protected]

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Table of Contents

Introduction ...................................... Embracing the e-Revolution .............................................. Page 1

Lesson1 ............................................Opportunities for New Mexico ........................................ Page 11

Lesson 2 ....................Using the Internet to Learn About Your Markets ....................Page 23

Lesson 3 ..............................e-Communication and Product Creation ..............................Page 35

Lesson 4 ........................................Informing the World Via the Web ......................................7

Lesson 5 ......................................................Selling in Cyberspace ......................................................Page 59

Lesson 6 ......................................................Delivering the Goods ......................................................Page 69

Lesson 7 ........................................................Electronic Payments ......................................................Page 83

Lesson 8 ........................................................After-Sales Support ........................................................Page 91

Supplement..................................................................Glossary....................................................................Page 101

Supplement ................................................URL Reference Guide ..................................................Page 109

Supplement........................................................Evaluation Form..........................................................Page 111

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Preface

By Robert O. Coppedge

Overall Program and Community CoordinatorProfessor and

Economic Development Project Leader

The Internet and Internet-based commerce are here to stay. These “NewEconomy” tools offer new hope to the well-being of rural areas. Rural NewMexico businesses can compete effectively with larger businesses in moreurban areas, if business operators understand some basic concepts.This module is the first step in introducing rural businesses to basic business principles related to the Internet.

The ABCs of e-Business, is one of four modules in this educational programdesigned to make rural residents, leaders and business people aware of theimportance of the Internet and related technologies. Qwest Communicationsfunded the overall program,Teleliteracy Assistance for Businesses andCommunities or Teleliteracy ABCs.

The objective of the entire Teleliteracy ABCs program has been to stress theimportance of the Internet and related technologies to the economic andsocial well-being of New Mexico’s rural communities and businesses.Telecommunications infrastructure, high-speed Internet access, and relatedexpertise are limited in rural areas. Local advocates are needed to convincelocal businesses and community leaders of the importance of working togetherto overcome these limitations.Active leadership at the local level is crucial tobringing about change in a timely manner.

This document is the workbook for the e-business module: The ABCs of e-Business. Business owners and entrepreneurs will learn how the Internet andrelated technologies can add speed, efficiency, and profitability to every step ofthe traditional business process - from product and market research throughsales and customer support.

With the knowledge gained in these educational programs, rural New Mexicanscan create a better life for themselves and future generations.

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About The T-ABCs Program

E-asy Does It! - Welcome to the Electronic Age - This brief program highlights the many ways that rural New Mexicans can benefit by traveling the Information Highway. Designed for gen-eral audiences, this educational package includes a short video (approx. 10 min.) in which New Mexicans from Gallup to Jal tell about their Internet ventures and how this amazing technology is enriching their lives.

Embracing the e-Revolution: A Call for Rural Internet Activists - This short program will convince rural leaders that they must act together and act immediately to bring the benefits of the “e-revolution” to their businesses and communities.The centerpiece of this educational package is a video that highlights several of New Mexico’s rural businesses and small govern-ments that embraced the e-revolution, some of the battles they waged and won, and why it is so important to be involved.

The ABCs of e-Business - In this eight-lesson workshop series, business owners and entrepreneurs will learn how the Internet and related technologies can add speed, efficiency, and profitability to every step of the traditional business process – from product and market research through sales and customer support. A variety of New Mexico businesses are featured.

The ABCs of e-Government - This five-lesson workshop series shows community leaders the many ways that electronic telecommunication technologies can increase interactions between local governments and citizens, make local government more efficient and effective, and improve the climate for community economic development.This educational package highlights the efforts of innovative leaders in several rural New Mexico communities.

T-ABCs curricula were developed by faculty members from NMSU’s Cooperative ExtensionService, College of Business Administration and Economics, and College of Arts and Sciences.Extension’s media and Internet production unit developed multimedia tools for the programs.

Extension’s Rural Economic Development Program has won numerous awards,including the Arthur Little Award for Overall Excellence in EconomicDevelopment. Extension’s media and Internet production unit has produced anaward-winning PBS documentary, The Seamless Society, on the impact of theInternet on the American workplace.The studio has developed multimedia edu-cational programs for the Smithsonian Institution, National Food Stamp pro-grams, National 4-H Council, US WEST,Welfare-to-Work Program, and ForeignAgricultural Service and National Science Foundation-funded programs.

www.nmtabcs.org


Embracing the e-Revolution

A Call for Rural Internet Activists


Page 1

The ABCs of e-BusinessIntroduction

It’s Not the E-nemyNotes

Page 2

The public is clearly becomingmore comfortable with infor-mation technology. This trend isnot unique to North America but isa worldwide phenomenon.Accordingto an August 2000 Roper StarchWorldwide survey, 50% of NorthAmericans own personal computers,compared to 55% of those in devel-oped Asia. Overall, 30% of globalconsumers now own personal com-puters.

Internet usage is estimated tobe at 27% worldwide. In theUnited States, 41% to 57% of con-sumers use the Internet. In devel-oped Asia and Latin America, 32%and 11% of consumers, respectively,report that they access the WorldWide Web.

Global estimates suggest that10% of online users worldwideshop online in a given month. Ina study by the Angus Reid Group,40% of all Internet shoppers havemade at least one online purchaseand more than half of all onlinepurchases were made by UScustomers. Furthermore, JanZimmerman reports, in Marketing onthe Internet, that half of online con-sumers report that they use the Webto obtain product information or toresearch future purchases, even ifthey don’t actually purchase online.

Retailing online to everydaypeople is the area of e-com-merce that gets the most press.While figures suggest that these

numbers will grow, it is important torecognize that more commerce isconducted online in the business-to-business markets.

• A Gartner Group survey indicates that online North American retailing between 1998 and 1999,represented 1% of overall con-sumer spending in North America.

By 2004, e-tailing is expected to account for 5-7 % of North American retail sales.

• In contrast, as much as 25% of all business-to-business purchasing willbe conducted online by 2003,growing from $671 million in 1998 to an estimated $2.8 trillion.

As consumers and business peo-ple become accustomed to theconvenience of conducting busi-ness via the Internet, 24 hours aday, seven days a week, they arebeginning to demand the same sortof convenience from government.And there is no reason why govern-ment cannot respond! Many routineservices can be made available toconstituents over the Internet -maps and licensing, tax, service andeven voting information can be madeavailable on a government Web page.Many transactions can take placeover the Internet. While this makesgovernment more accessible to citi-zens, it also makes it more efficientand cost effective. Each dollar savedby government or spent more wiselymeans a citizenry that is more satis-fied with government.

The Internet is Here to Stay

Embracing the e-Revolution • A Call for Rural Internet Activists

How I see my Web site is that it is going to level the playing field for me asa small business owner here where there’s not any-body around. We’re in a very isolated part of thestate, and I’m going to be able to compete with thebig stores all over the world. And I like that; I thinkthat’s very exciting. People like being able to find thelittle-known product from these little rural areas.”

- Becky Christensen,Owner, Kokopelli’s Gift Shop,Aztec, NM

It’s possible now to find out something about SanJuan County on the Web – some kind of a trip ifyou’re a tourist or whether you’re looking for oiland gas resources or whether you’re looking foreconomic data or whatever it is.That sort of infor-mation certainly makes us a lot more available to

the world. Technology has dramatically helped us keep costs down in county gov-ernment, and the Internet is just another step, another tool that will help us dothat.”

- Steve Neville,County Commissioner, District 3,

San Juan County


Here’s how some of today’s New Mexicansare using the Internet advantage

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Notes

Page 3

Is the Internet Important forRural Communities?

The use of the Internet and other high-speedtechnologies that are being developed rightnow is of extreme importance to rural commu-nities and rural businesses. It’s of such impor-tance that if other communities use it, other businesses use it, outsideof your area, then they’re going to win at your expense, and you’regoing to lose.”

- Robert CoppedgeRural Economic Development Specialist

As a tool, the Internet can help rural communities overcome many ofthe traditional barriers to viable economic development, such as isola-tion, low population density, mobility disadvantages, and lack ofexpertise and human resources. In fact, the Internet can even turnsome of the disadvantages into competitive advantages. For example,isolation and low population density can be a distinct plus to someseeking a rural way of life.The Internet allows many professionals to“telecommute” from the geographic location of their choice.

“

I’ve been ordering all my parts now for six to eightmonths – everything online, and it’s worked out realwell. I can order on weekends, nights, I can come in,I don’t have to wait until somebody’s around to takemy order on the phone or something. And, ofcourse, it’s fast. I get an order in early in the morn-

ing and my parts are here two days later.”- Beal Gleason,

Small Equipment Dealer,Lovington, NM

Well, my business is an obscure one and requires aworldwide market in order to function and theInternet is about the only way that that is really pos-sible. I ship all over the world. And I require thatkind of market, because, even with the world mar-ket, it’s still a small market. The Internet gives meaccess to nearly anywhere in the world. I ship to Singapore, Hong Kong, allover Europe - everywhere but Antarctica and South America at this point. Itgives customers instant access to what I’m doing. And, of course, through myWeb site they can link to reviews that have been done by amateur and pro-fessional reviewers. So it’s sort of a virtual advertising community for me.”

- John Wyckoff,Owner, Hammer Dynamics

Magdalena, NM

We had made a contact with a transitional livingfacility through the Internet and by just plain usinge-mail to communicate with them. As of Friday, theyhave a contract on a 50,000 square-foot buildinghere, and they’re going to start renovating and thatwill bring a little new life.”

- Claydean Elkins,Mayor,Jal, NM

And marketing is the key word here.We need toreach out to the many markets through the worldthat are looking for us, that are looking for our artwork, looking for something unique and different,wanting a part of world history, and we are a partof world history .”

- Esadadernos Sal Da Na,Native American Artist,

Gallup, NM


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Notes

Page 4

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“I think the reason it’s important to have high-speed technology in this area is because this isan isolated area. A lot of people live in ruralcommunities.They’re away from a lot of thegood technologies that other metro areashave.You have rampant unemployment out on

the reservation, over 50% in some areas. People arevery skilled, but they need to market their wares, and this gives them theopportunity to do.”

- John Peña,Mayor,

Gallup, NM

Embracing the e-Revolution • A Call for Rural Internet Activists Notes

Page 5

How can your business and community join the “winners” --those who opt to join the Internet revolution and use cutting edgeelectronic technologies to their advantage?

Be a Winner

“Here is what fellow New Mexicans

are saying about the importance of Internet Activism:

A recent INC. Magazine articleindicated that broadband is avail-able in only 5% of towns with popu-lations fewer than 10,000.Thesecommunities contain the people andbusinesses that have been forgottenin the push to integrate all into thenew electronic economy.

Federal policies effectively red-line small and mid-sized communi-ties and businesses in the ruralWest.The crisis is further com-pounded by the fact that many com-munity and business leaders in thesecommunities do not even realizehow quickly and, potentially, irrevo-cably they are being pushed furtherdown on the economic scale by fail-ing to insist that current digitaldivide-creating public policies areoverturned.

Involvement in Internet pro-grams is not optional for a pros-perous rural community. An article

in the Harvard School of Businesssays "winner institutions" must pro-vide quality content to their clientsthrough seamless, high-qualityInternet delivery, while “losers”postpone action. The need forbroadband (Internet access) must berecognized and a policy of activismfollowed to counter the lack ofinfrastructure and information.

Local Internet activists must befound or developed to drive theprocess of joining the InternetEconomy. Becoming an InternetActivist means understanding whatthe Internet connection can do foryou, making a plan for your commu-nity's future, working with InternetService Providers to make telecom-munications part of that future, andmaking sure everybody in the com-munity buys into and works towardachieving your goals.

It is vital to be able to get the knowledge level intelecommunications raised to a point . . . inNew Mexico . . . where they understand whythings happen the way they happen and whattechnology can do for them and how they canuse that technology – to improve themselves

personally, or their businesses or their community or their health care situ-ation. You name it.Telecommunications is far-reaching. It helps with educa-tion - with distance learning.You can have schools in rural New Mexicotied directly with some of the finest schools in the state, including NewMexico State University, for instructional purposes.You can have doctors inurban areas diagnose patients in remote rural areas -- real time – wherethe patient doesn’t have to come in to the big city. They can be seen at aclinic in a rural area and, because of telecommunications, that informationcan be transmitted over the telephone lines so that the doctors are able todiagnose and have a much broader coverage to be able to provide healthcare . . . we believe to have an educated community on telecommunicationsis very important. It can do nothing but help rural New Mexico . . .”

- Leo R. Baca,Director of External Affairs for

Qwest Communications International Inc.in New Mexico

It’s tough. Change is frightening to many people.And the fears thatpeople have with regard to threats to their present lifestyle are cer-tainly totally legitimate. So it becomes ourresponsibility to attempt to inform about theoptions that are likely to become available . . .there are those who would prefer to see nochange. And, I think, some who don’t acknowl-edge the fact that regardless of what we desire,there will be change. And we see it as up to usto inform people in such a way that we can guide the change in such away that it is going to be positive rather than negative.”

- Harry Kroyer,Chairman,

Magdalena Area Community Development Corporation,Magdalena, NM

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Embracing the e-Revolution • A Call for Rural Internet ActivistsNotes

Page 6

Embracing the e-Revolution • A Call for Rural Internet Activists Notes

Page 7

1. Can I connect to a fiber-optic network in your city?

2. How much will it cost to plug in?

3. How long will it take?

4.Who's competing to provide me with service?

5.What are the rates?

6. Is the network connected to major cities nearby?

7. How many other companies are there?

8. Do they use the network?

9. Can residents connect to the high-speed network and telecommute?

10. Are wireless services available?

Key Questions

Source: "On the Wired Front" by Jill Hecht Maxwell, Inc. Magazine, September 15, 2000.

Key questions for businesses to ask before moving or starting up in a new location.


Page 8

Activities:

*Source:www.ed.gov/Technology/tool_kit.htmlUS Department of Education,Office of Educational Technology, "Tool Kit for Bridging the Digital Divide in Your Community."

After watching the video, organize one or more of the activitiesbelow.

• Convene a panel of community Internet users, such as representa-tives of the local Small Business Development Center, the local plan-ning department, an Internet Service Provider, a business that usessome aspect of the Internet, or a local hospital. Ask panel membersto speak briefly about their organization’s use of the Internet, thenencourage an exchange among panelists and audience members.

• Have a brainstorming session to identify a committee of local indi-viduals who have a vested interest in improving local community orbusiness involvement in Internet use. Identify what role each membermight play as an Internet Activist.

• Conduct a mini planning session to encourage an increase inInternet use by members of the business community and/or local gov-ernment. Here are some questions that you should try to answer:*

1. Who are you trying to serve?

2. What defines the population?

3. What types of services does the population want?

4. What types of services are already being provided?

5. What type of service are you trying to provide?

6. Is anyone else currently providing or developing this service?

7. What is your overall objective?

8. Who will need to cooperate to get it done?

9. Why is this a good idea?

10. What information is already available and what is needed?

11. Who are the key players? Involve them!


Activities, cont.Notes

Page 9

• If Internet access is available, have a local service provider show you howto set up a customized portal into the Internet. A Web portal is a “cyberdoor” to the Internet.These are the home pages that come up when youaccess the Internet. They provide a familiar starting point each time youstart your Web activities. Portals usually include information, news and triv-ia of personal relevance, e-mail, bulletin boards and other tools that canassist you in your information searches on the Web.

Most service providers – whether global (eg. Netscape,Alta Vista) or local(in New Mexico: Zianet, Gilanet, Dellcity) – allow you to customize theportals so they provide information that is relevant and useful to you,including stock quotes, market prices, links to newsletters or industry-specific news.

For example, by selecting My Netscape at Netscape.com, you can makeNetscape your home page. Before proceeding, you’ll be asked to register byfilling out a questionnaire.To build your own page, click on Preferences.Youcan decide what information you want displayed, and where you want itplaced on the page.You can select from categories such as the weather,stock quotes, a calendar, bookmarks of your favorite Web sites and the lat-est headlines.

SITES THAT ADDRESS THE IMPORTANCE OF GETTING CONNECTED

http://www.connectnm.org/Connect New Mexico (CNM) is an association of representatives from the telecommunications,broadcast, computer and Internet industries, who work together to leverage New Mexico resourcesfor information and network technology.

http://www.connectnm.org/map/allcom.html Check this site for telecommunications systems in New Mexico.

http://www.digitaldividenetwork.org/Digital Divide Network: sponsored by the Benton Foundation, is dedicated to information about theDigital Divide and its elimination.

http://www.digitaldivide.gov/#newsletterClosing the Digital Divide is a clearinghouse of information about the federal administration's pro-grams to close the digital divide.

http://www.ntia.doc.gov/ NTIA is the Web site for the National Telecommunications and Information Administration, USDepartment of Commerce.

http://www.ngi.org/Center for Next Generation Internet looks at upcoming developments in the Internet and Internetapplications.

Suggested Internet Sites


Page 10

Suggested Internet Sites

E-BUSINESS & E-COMMERCE SITEShttp://ecommerce.internet.com/Internet.com's Electronic Commerce Guide is a source of information about electronic commerce.

http://www.ilr.cornell.edu/library/reference/guides/ecommerce/Catherwood Library: Guide to E-Commerce is designed as a beginner's introduction to e-commerce,providing links to a broad array of resources.

http://www.ebusinessforum.com/e-Businessforum is sponsored by the same group that publishes the Economist newspaper, seeks toprovide insight into and analysis of successful strategies for the global digital economy.

http://www.becrc.org/index.htmlE-commerce Resource Center, ECRC Bremerton,WA, provides a wide range of e-commerce andInternet resources at beginner and expert levels.

http://www.tpeditor.com/tponline.htmThe online version of the Telecommunications Policy - Journal; covers policy and knowledge infra-structure development, management and regulation.

http://ext.msstate.edu/srdc/E-Team/index.htmlE-Team is a national, land-grant university design team organized to promote education on electronicbusiness issues.

E-GOVERNMENT SITEShttp://www.ntia.doc.gov/National Telecomm and Info Admin (NTIA) is the Web site for the National Telecommunications andInformation Administration, US Department of Commerce.

http://www.digitalgovt.com/Center for Digital Government provides government and industry leaders with services to help themwith issues related to electronic government.

http://www.ieg.ibm.com/IBM-Electronic Communities-Government is the Web home of the Institute for ElectronicGovernment, founded by IBM in 1995.

http://www.fcw.com/Civic.com is a source of information about the use of information technology in government.

OTHERwww.learnethenet.com Multilingual guide and tutorial explores the basics of the Web, such as e-mail or newsgroups, andadvanced topics like conferencing.

http://www.nmusa.com/nmisps/nmcounty.htmNew Mexico Internet Providers listed by county.

www.nmtabcs.org



The ABCs of e-BusinessLesson 1

Opportunitiesfor New Mexico

Page 11

Lesson 1Notes

Page 12

Opportunities for New Mexico

Teleliteracy Assistance for Businesses and

Communities (T-ABCs) will:

• Interest rural New Mexicans in using Internet technology to improve the quality of their lives;

• Show rural residents how electronic communications tech-nology can provide economic opportunities and make local government more effective; and

• Paint a realistic picture for business leaders, entrepreneurs and government leaders of the time/money they need to invest to benefit from electronic telecommunications tools.

The ABCs of e-Business is one of four work-shops in the T-ABCs program. In eight lessons, businessowners and entrepreneurs will learn how the Internet andrelated technologies can add speed, efficiency, and profitabil-ity to every step of the business process from productresearch to customer support. To learn more about T-ABCs goto www.nmtabcs.org.

ObjectivesAfter completing this lesson, you will:

• Be more aware of the rapid growth of e-business and its influence on the global economy;

• Understand the meaning of "e-business" and "e-commerce;" and• Want to find out more about how your business can benefit from

e-business tools.

T-ABCs is sponsored by Qwest and New Mexico State University’s Cooperative Extension Service.

New Mexico State University is an equal opportunity/affirmative action employerand educator. NMSU and the U.S. Department of Agriculture cooperating.

■ ■ ■

Lesson 1

The public is clearly becom-ing more comfortable withinformation technology. Thistrend is not unique to NorthAmerica, but is a worldwidephenomenon. According to anAugust 2000 Roper StarchWorldwide survey, 50% ofNorth Americans own personalcomputers compared with55% of those in developedAsia. Overall, 30% of globalconsumers now own PCs.

According to the samestudy, 18% of these globalconsumers had accessed theWorld Wide Web in the past30 days. In North America,approximately 41% had goneonline in the past 30 dayswhile developed Asia reported32%.

Global estimates suggestthat 10% of online usersworldwide shop online in agiven month. In a study by theAngus Reid Group, 40% of allInternet shoppers have madeat least one online purchaseand more than half of allonline purchases were madeby US customers.Furthermore, half of onlineconsumers report that theyuse the Web to obtain productinformation or to researchfuture purchases, even if theydon't actually purchase online(Marketing on the Internet, p.15).

The growth of PC use hasbeen nothing less than aston-ishing, and computer use isincreasing on almost a dailybasis. Check the suggestedWeb sites for the most up-to-date information.

Key Points

Page 13

Why Add "e" to Business?• Ownership of personal

computers (PCs) is increasing dramatically at home and abroad.

• Consumers are using the Internet at a rapidly growing rate.

• Online shopping is a growing trend.

■ Why are you interested in adding “e” to your business?

■ What questions do you hope to have answered by this workshop?

For up-to-date trends in consumer computer use, go toCyberAtlas @ cyberatlas.internet.com

GVU WWW Surveys @ www.gvu.gatech.eduGVU: Graphics, Visualization and Useability Center at Georgia Tech

World Wide Web Access

Online Shopping

Personal Computer Ownership

Discussion Items

Online retailing or e-tailing is only a small part of e-commerce.

• Business-to-Consumer or e-tailing (B2C)

• Business-to-Business (B2B)

• Consumer-to-Consumer (C2C)

• Consumer-to-Business (C2B)

■ Potential application of B2C:

■ Potential application of B2B:

■ Potential application of C2C:

■ Potential application of C2B:

Lesson 1

Retailing online to averageconsumers is the area of e-commerce that gets the mostpress. While figures suggestthat these numbers will grow,it is important to recognize thatmore commerce is conductedonline in the business-to-busi-ness markets.

A Gartner Group survey indi-cates that online NorthAmerican retailing totaled$16.8 billion, up 157%between 1998 and 1999. Butthis is still only 1% of overallconsumer spending in NorthAmerica. By 2004, e-tailing isexpected to account for 5-7%of North American retail sales.http://gartner5.gartnerweb.com

In contrast, as much as 25%of all business-to-businesspurchasing will be conductedonline by 2003, growing from$671 million in 1998 to an esti-mated $2.8 trillion.

In addition , the Internet hasgiven rise to new businessmodels. Auctions, such as e-Bay, facilitate consumer-to-consumer commerce, whilesites, like Priceline.com, aremaking consumer-to-businesstransactions popular. In thesenew market mediums, a thirdparty establishes itself as acommunity builder, allowingbuyers, suppliers, and thirdparties (distributors) toexchange information andconduct business through ashared catalog. In 2000, auc-tion sites are expected to con-duct about 7.5 % of B2B e-commerce; by 2004, theywill generate more than $1.2trillion.

Key Points

Page 14

Customer Sales PlusInternet Retailing

Web Site Referenceswww.amazon.com

www.cisco.comwww.oracle.com www.ebay.com

www.priceline.com

Discussion Items

Lesson 1

Many people confusee-business with the narrowerconcept of e-commerce.Business and government arestill struggling with definitionsthat would allow us to collectmeaningful data about the roleof electronic technology insociety.

According to the workingdefinitions offered by theCensus Bureau, e-business ismuch broader than simplyshopping online. E-businessinvolves any process that abusiness conducts over a net-work of connected computers.This can include networks thatoperate solely within a firmand/or across the Internet. E-business can include e-mail, transferring files orattachments, posting companypolicies to an in-house Website, or customer communica-tion.

E-commerce, on the otherhand, more specifically dealswith the transfer of ownershiponline. It doesn't includeprocesses that add value,such as obtaining less costlyparts or supplies; savingmoney by minimizing papertransactions; or cutting downon long-distance phone billsby using e-mail.

Key Points

Page 15

e-Business – Any process that a business conducts over computer-mediated networks.

vs.

e-Commerce – The transfer of ownership via the Internet or World Wide Web.

■ Consider your business (or a business idea you have). What process or activities might you conduct that fall into these two categories. (Hint: You will probably add many more ideasbefore the eight lessons are completed.)

■ e-business ideas:

■ e-commerce ideas:

More Than a Store?

Discussion Items

Small business owners are a driving force behind electronic informa-tion technology.

• Small business produced more than 70% of new information technology jobs between 1992 and 1996.

Teleliteracy means growth for small business.

• Small businesses that use the Internet have grown 46% faster than those that have not.

■ What small business owners do you personally know of who have added computer technology to their operations in the past five years?

■ What small businesses in your community do you think could most benefit from additional information technology?

Lesson 1

The Internet is an ideal medi-um to help enhance the goalsof today's small businesseowners. Recent studies showthat online transactions ofsmall businesses nearly dou-bled to 40% between 1998and 1999. As small business-es quickly become corner-stones of the new digital mar-ketplace, industry estimatesshow that nearly 70% of themwill be online by 2003.

Small business owners havebeen the driving force behindthe growth in electronic com-munications. They have pro-duced more than 70 percentof the new information tech-nology jobs between 1992and 1996. Most new high-tech businesses in the USemploy between 2 and 35employees, but have salesrevenues between $150,000and $2 million. The SBAsOffice of Advocacy found that37.9% of the 4.5 million scien-tists, engineers, computer pro-grammers and analysts workin firms with fewer than 500employees.

Key Points

Page 16

Small Business

Discussion Items

Lesson 1

Electronic communicationsmeans more than jobs forhigh-tech entrepreneurs.According to American CityBusiness Journals, small busi-nesses that have an Internetpresence have grown 46%faster than those that have not.

In 2000, small businesses inthe US are expected to gener-ate 30 percent of their annualincome online. Business-to-business e-commerce bysmall businesses is expectedto be $23.5 billion in 2000.

The tasks for which smallbusiness owners use theInternet vary from e-mail, toresearch , to transactions. TheYankee Group (www.yankee-group.com) suggests that smallbusiness owners are missingthe greatest opportunity onlineby not moving from static"information only" sites to inter-active "transaction friendly"sites. The Cahners In-StatGroup reports that as few as28% of small businessesonline provide online orderingcapability and only 19% acceptonline payments.

Key Points

Page 17

• Jump on board or be left behind

About 85% of small firms will be conducting business over the Internet by the year 2002.

• Missed opportunities

The Yankee Group (strategic research and consulting for the new economy) suggests that small business owners are missing the greatest opportunity online by not moving from static "information only" Web sites to interactive "transaction friendly" sites.

■ What is the difference between static and transactional Web sites? (Hint: You will have more ideas for this and the following questionsas you complete the next seven lessons.)

■ What would be the five main points you would include in a staticWeb site for your business?

■ What transactions might you dream of someday adding?

Big Opportunity

For up-to-date information on the use of electronic technologies by small businesses, check out Online library (reports online)

www.sba.gov

Discussion Items

During this workshop, you will get to know many New Mexicans andsmall business owners who are probably a lot like you, yet all haveadded the Internet to their daily lives in the past five years. Make noteshere to help you remember how they use and benefit from the WorldWide Web.

Lesson 1Key Points

Page 18

Do Businesses in Rural NewMexico Have a Place

in This Market?

Uses:

Benefits:

Beal Gleason

Uses:

Benefits:

Becky Christensen

Uses:

Benefits:

Debbie Hughes

Uses:

Benefits:

Dave Davis

Lovington Equipment Dealer Aztec Gift Shop Owner

Farmington Small Business OwnerNM Conservationist

Check out the Web sites posted by some of these NewMexico small businesses and

nonprofit organizations:

Kokopelli’s Gift ShopOwner: Becky Christensen

www.kokopel.com

ApacheworksOwner: Esadadernos Sal Da Na

www.apacheworks.com

Hammer DynamicsOwner: John Wyckoff

www.hammerdynamics.com

NMACDExecutive Director:

Debbie Hugheswww.nm.nacdnet.org

Lesson 1

Uses:

Benefits:

Lee Scholes

Uses:

Benefits:

Dr. Anandam Swaminathan

Uses:

Benefits:

Esadadernos Sal Da Na

Uses:

Benefits:

Lori Scholes

Uses:

Benefits:

John Wyckoff

Notes

Gallup Cardiologist Gallup Artist

Magdalena Small Business Owner Magdalena Bed & Breakfast Owner

Magdalena Internet Consultant

There are many ways to usethe Internet to assist your busi-ness or organization. It isn’tnecessary to start with a Webpresence. The following les-sons will introduce you tomany electronic telecommuni-cation tools, as well as topoints you will need to consid-er before posting your ownWeb page.

Lesson 1

The issue of cost is some-what of a double-edged sword.Most organizations that arecurrently online praise thetechnology for its cost-cuttingadvantages. Unfortunately,owners of smaller businessesmust invest a larger proportionof their capital to get started.For example, owners of home-based businesses, on aver-age, invest about $1,100 onInternet technology; very smallbusinesses with fewer thanfive employees spend about$1,500 annually. However, ascomputers become moreavailable and less expensive,more and more small businessowners are finding theresources to join the neweconomy. Small businessesthat use the Internet havegrown 46 percent faster thanthose that have not.

One of the primary benefitsto going online for small busi-ness owners in isolated ruralareas is the ability to accessmarkets that are not availableotherwise. A business inShiprock or Jal can have cus-tomers in New York orLondon. This may be especial-ly true for businesses that tar-get the higher income marketsthat are not well representedin New Mexico.

Overall, Internet technolo-gies have the ability to levelthe playing field. Small com-munities with few resourcescan access the same marketsas urban centers with manyresources. This principleextends beyond the businesssector. The technology hasthe ability to put informationand educational, health andeconomic resources at the fin-ger tips of citizen groups thatpreviously could not affordaccess to them. New Mexicobusiness owners have anopportunity to take a leader-ship role in eroding barriers forpoorer citizens. By workingwith other community leadersto make access not only pos-sible but also desirable for allmembers of your community,you will help ensure that NewMexico crosses the digitaldivide and doesn't fall into it.

Key Points

Page 20

Cost

• Start-up costs may be a barrier for small business

Benefits

• Access to new markets

• Closing the Digital Divide

• Economic development for rural New Mexico

■ This is the first lesson, and your ideas about the real costs and potential benefits will change and expand over the next seven les-sons. However, speculating about the costs and benefits of using theWorld Wide Web for your business will help clarify your hopes andconcerns.

■ Potential costs:

■ Potential benefits:

Do Benefits Outweigh the Costs?

Discussion Items

Lesson 1

The ABCs of e-Business forRural New Mexico is aneight-segment workshop thatconsiders how electronictelecommunications technolo-gy can assist each step of thebusiness process. You will:

• Gain knowledge about a market, including its cus-tomers and competitors.

• Use market knowledge to design and create a com-petitive offering that will suc-ceed in the market.

• Inform consumers in your marketplace about the avail-ability of your good/service.

• Use necessary skills and tools to persuade consumersto buy your good/service.

• Arrange terms for the deliv-ery of the good/service.

• Finalize exchange with trans-fer of title and payment.

• Offer after-sales support to ensure customer satisfaction and encourage repeat pur-chase.

• Continue the circle, by improving your business in all seven areas.

Key Points

Page 21

e-power

Knowledge

Creation

Inform

Sell

DeliverPayment

Support

Workshop Format

Helping Rural New Mexicans Learn the ABCs ofAchieving Prosperity in the Internet Age

www.nmtabcs.org



Using the Internet to Learn

About Your Markets

Page 23

Lesson 2Key Points

Page 24

e-power

Knowledge

Creation

Inform

Sell

DeliverPayment

Support

■ ■ ■


• Know about various electronic information-gathering tools and whento use them;

• Understand ways to use Internet tools to research your markets; and• Know how to assess the quality of online information.



Computer network tools can help rural businesses

• Learn about customers and competitors.• Find general industry information to help in defining markets for

products and services.

Using the Internet to LearnAbout Your Markets

■ ■ ■

Lesson 2

Spiders, crawlers or bots allowthe Search Engine to search theInternet to find Web pages thatcontain keywords. They also allowthe Search Engine to updateinformation about Web pages cur-rently indexed in its database.

Web pages identified by thesearch engine spiders are put intoan index . Like a library's card cat-alog, the index references everyWeb page in the Search Engine'sdatabase.

When you initiate a search , thesearch engine utility examinesmillions of pages to identifymatches. The utility is onlysearching for key words and nottheir relevance in any context.That's why you will often get lotsof irrelevant results. Pages withkeywords appearing in the titleare assumed to be most relevantto the topic. Those with key-words in headlines or in the firstfew paragraphs also will be givena spot near the top of the "rele-vant" list. Search engines alsoanalyze how often keywordsappear in relation to other wordsin a Web page. Those with a high-er frequency are often deemedmore relevant than other Webpages.

Every search engine searchesthe Web in a different way andhas a different database ofindexed Web sites. That's whyyou may get very different resultsfrom the same search using twodifferent search engines. Themost popular search enginesreceive millions of queries perday.

Key Points

Page 25

Search Engines are special Web page software programs that locateWeb pages by scanning for keywords.

Examples: Netscape, AltaVista, Excite, GoTo, HotBot, Infoseek, Lycos. www. netscape.com

Other search engines may be accessed by typing www.<searchenginename>.com

They have three elements:

• Bots, Spiders or Crawlers • Index• Search Engine Utility

Web Site References:www.kcpl.lib.mo.us/search/srchengines.htm

This site introduces search engines and reviews the most popular ones. It provides valuable insight about the search methods and results that can be expected from each search engine.

www.searchenginewatch.comThis site compiles mountains of information about how each search engine works.

■ List three potential markets for your business and give examples ofsearches you might initiate to research your desired markets.

Search Engines

■ Practice searching the Net: : If you have access to the Internet, hereare some exercises that will help you become more familiar with the way Internet searches work.

1. Go to www.search.netscape.com and search for chile. How many “hits” did you get? How many were about chile peppers? Now go to www.altavista.com, and again search for chile. Did this search yield more or fewer pages. How far down the list do you have to go before you find information on chile peppers?

2. Initiate your own marketing search in response to your answers to the abovequestion.

■ Market Research Brainstorm: How do you currently obtain infor-mation about your markets or potential markets?

Discussion Items

Directories can help narrow your search.

• Pros: They are edited by people and, thus, yield higher quality information.

• Cons: They yield a smaller range of information that may not include the most current Web postings.

Examples: Snap, AskJeeves, Yahoo, LookSmart

■ How might you use a directory search to research markets for your business or potential business?

■ Practice Searching a Directory - If you have access to the Internet, here are some exercises that will help you become more familiar with the way Internet directories work.

1. To better understand the differences between a search engine and a directory, goto www.yahoo.com and search for chile. Note that chile peppers come upunder several categories. Human editors could differentiate between the two contexts (country and pepper) and sort the pages accordingly.

2. Initiate a directory search that might yield results of interest to your business.

Lesson 2

Directories depend onhumans for their listings.Some directories are edited byspecialists in given fields whoreview Web pages and writeshort descriptions of them.Directories also may include descriptions written bythe publishers of individualpages. A search looks formatches only in the descrip-tions submitted. Becausedirectories organize pages intocategories, a directory searchwill eliminate many irrelevantsearch results. In general, adirectory search will yieldfewer but more useful pages.

www.yahoo.com is a goodexample of a Directory. Asearch in Yahoo will returnseveral results categorized byregion, type, or other designat-ed category to help you nar-row your search.

Once a page is reviewed andadded to a directory, it is neverreviewed again. The assump-tion is that the content of thatpage will stay the same. Inreality, of course, nothingstays the same forever. Whenyou try to open a directorypage, you may find that it is nolonger operable.

Today, many search enginesalso have directories, andviceversa. A single search mayreturn information retrieved inboth manners.

Key Points

Page 26

Directories

Web Site Reference:www.yahoo.com

Discussion Items

Lesson 2

A Web portal is a "cyberdoor"to the Internet. These are thehome pages that come upwhen you access the Internet.They provide a familiar startingpoint each time you start yourWeb activities. Portals usuallyinclude information, news andtrivia of personal relevance, e-mail, bulletin boards and othertools that can assist you in yourinformation searches on theWeb.

For example, by selecting MyNetscape at ww.netscape.com, you can make Netscape yourhome page. Before proceeding,you’ll be asked to register byfilling out a questionnaire. Tobuild your own page, click onPreferences. You can decidewhat information you want dis-played, and where you want itplaced on the page. You canselect from categories, such asthe weather, stock quotes, acalendar, bookmarks of yourfavorite Web sites and the lat-est headlines.

Key Points

Page 27

Portals are "cyberdoors" that can help you:

• Organize relevant information;

• Customize your search, navigation and other Web activities; and

• Keep up-to-date, relevant information at your fingertips.

■ What is a portal and what kind of information can a portal provide?

■ As an owner of a small business, list the features of a portal that could benefit you and/or your customers.

Portals

Web Site Reference:www.netscape.com

Discussion Items

A vortal is a vertical portal, giving entry into information that is relevant to aparticular industry. Vortals are very important tools for business people - akind of one stop shop for information to help with many aspects of busi-ness.

(The example in the presentation starts at www.altavista.com)

■ Describe the similarities and differences between vortals and portals.

■ List potential applications of vortals for your small business.

Lesson 2

Two vortals of interest whereBeal Gleason can get helpwith his tractor business are www.antiquetractors.com and www.ytmag.com.

Entering a Vortal: Here arethree examples of vortals thatmight interest rural NewMexicans involed with differenttypes of businesses.

Bed & Breakfasts withElizabeth Anerson atwww.bandb.about.com.

This home page is aimed atpotential B&B guests and is agood place to check out thecompetition and see what oth-ers are doing. The pageincludes categories like “petsallowed,” “romantic getaways,”and “caves nearby.” Kokopelli’sCave B&B in Farmington islisted here. It is a B&B builtinside a manmade cave.

Of particular interest to B&Bowners is the link to “Runninga B&B.” This offers informationabout consultants, guest man-agement software, productsand services, and even semi-nars for innkeepers.

The Antique Tractor Page atwww.antiquetractors.com.

This vortal has links for classi-fied ads, parts and supplies,tractor manuals, tractor discus-sions and even “tractor eventson this day in history.”

Cattle Today atwww.cattletoday.com/.

This page could be used as acattle grower’s vortal. It offersfree e-mail, market reports andquotes, classified ads, andarticles of relevance to the cat-tle industry.

Key Points

Page 28

Vortal

Web Site References:www.Bizbuyer.com

Business owners can obtain bids from various companies for a variety of business services.

www.e-commercelawsource.comUpdates legal issues related to e-business.

www.phoneplusmag.comA Vortal for the telecommunications industry.

Discussion Items

Lesson 2

Meta-Search engines submita query to multiple searchengines. Not all Meta-Searchprograms cover all searchengines. Some examples ofMeta-search engines areGoogle, Dogpile, Metacrawler,and SavvySearch. Google, forexample, indexes more than 1billion Web pages, whileMetaCrawler has been recog-nized by many industry publi-cations as the Internet's finestsearch service. Its honorsinclude "Best Search Engine"in 1997 and 1998 by PCMagazine.

Domain specific databasescan be useful when you wish toperform a narrow search in onetopic area. For example, ameta-search engine for jobseekers is located at JobSearch Engine (www.jobsearchengine.com).This meta-search enginesearches several of the mostpopular job boards such asMonster Board and CareerMosaic, returning rankedresponses from the searchedpostings.

Key Points

Page 29

Meta-Searches search the search engines.

• Examples: Google, Dogpile, Metacrawler, SavvySearchwww.google.com

• Other meta searches can be accessed by typing www.<metasearchname>.com

• Some are domain-specific

■ How do meta-searches work and how could they be useful to your small business?

■ Describe several examples of how you would employ a meta-search for your business.

Meta-Searches

Web Site References:www.newmexico-jobs.com/nw-mexico-employers.htm

Accesses a job board specific to New Mexico

www.nmhotels.com Accesses a Meta-search of New Mexico hotels

Discussion Items

• Search Engines - Specific information sought, highly unique phrases of words, greatest variety of information.

• Directories - Browsing for quality more important than quantity.

• Meta-Search - Limited time, overview.

• Portals/Vortals - Daily briefings and industry updates.

■ Which search or searches best suit(s) your needs as a small business owner?

■ What are the benefits of searches for your small business?

Lesson 2

Use a search engine whenyou are looking for informationabout something that isunique. Search engines willpick out that unique term fromthe widest variety of pages,yielding the most extensiverange of "hits." If your topic orkeyword is fairly general, thesearch engine may returnthousands of pages - morethan you could even have timeto review.

Use a directory when youhave only a general idea aboutyour topic. Because less rele-vant pages have been editedout by a human reviewer, you'llhave fewer pages to review.

A meta-search will yield thewidest range of results. Youmay want to use a meta-search tool to get a broader view of the materials availableon a particular topic. Like asearch engine, meta-searches are most effectivewhen your search term is fairlyspecific.

Portals and Vortals are valu-able, because they can pro-vide easily retrievable, up-to-date information on topicsdirectly related to individualbusinesses.

Key Points

Page 30

Which Search is Best?

Discussion Items

Lesson 2

The publication process hasmany more checks and bal-ances than the Internet.Nobody controls quality issues.Anyone with access to theInternet and some basic knowl-edge about publishing Webpages can put up any informa-tion they choose. You are theone who must decide whetherit is fact or fiction. Governmentand University sites are exam-ples that may be more reliableand objective.

If there is no way to verifyinformation on a particular Webpage, such as a contact personor number, that's a indicationthat the quality of the informa-tion might be suspect.

If there is no date on theinformation, it may be old or nolonger relevant. You may wantto check with the webmaster orcontact person to find outwhether or not it is current.

Check the Web site on aweek-to-week basis.Substantial changes in designor conflicting changes in con-tent may indicate that thesource is not a reliable one.

Don't hesitate to ask ques-tions. If no direct source isidentified on the site, ask thewebmaster (the person whodesigned or posted the site) torefer you to the appropriatesource.

Key Points

Page 31

• Verify Sources - The Webmaster can tell you who is in charge of page content.

• Dates - Check the date that information was posted to make sure it is current

• Stability - How long has the site been up?

• Ask the Webmaster - Don't hesitate to send questions. A quality source will respond.

■ Specify three ways you can verify the quality of information you find on the World Wide Web.

■ Accurate information is critical to small business owners. Play devil’s advocate for a moment and note ways that incorrect information could hurt your small business.

Assessing Information Quality

Discussion Items

Lesson 2

E-mail from customers can pro-vide valuable marketing informa-tion, such as customers' likes anddislikes, needs that you mightmeet, and; if customers sign withan address, the geographical distribution of your customer base.If a significant number of your cus-tomers have e-mail, it can be veryeffective for gathering information.Simply e-mail each customer, ask-ing a standard set of questionsthat you can use to update yourdatabases.

Online surveys: Informationabout consumers is crucial to busi-ness success. One way to obtainconsumer information is throughonline surveys. Online surveyscan be useful for analyzing, identi-fying and targeting consumers.Several useful surveys have beenconducted on the Internet andhave posted reports and data setsfor use by interested parties. Manyof these surveys are free. Forresults of World Wide Web usersurveys provided by the Graphics,Visualization and Usability (GVU)Center, go to WWW User Surveys.Some other examples of onlinesurveys can be seen at SurveyCentral - New Mexico StateUniversity.

For more exact information ,organizations may wish to conducttheir own online surveys. Theseare just like mail-in questionnaires,except that they can be sent, filledout, and returned electronically.Online surveys can more rapidlyand efficiently provide consumerand product information specific toan organizations marketing objec-tives.

Many ISPs will provide you, freeof charge, the capability to con-duct online surveys. You don'thave to have technical program-ming skills. You'll be provided witha template so that you can submitthe questions and answer types.The hosts may even do some datacompilation.

Also, several software packagesare available for surveying Internetusers. Perseus Survey solutionsfor the Web is one such package.It allows respondents to selectfrom radio buttons and pull-downmenus. Submitted data is auto-matically uploaded into statisticalsoftware packages for compari-son.

Key Points

Page 32

• E-mail

• Online surveys

■ E-mail has become a part of our daily lives. Describe how e-mail could work for your small business.

■ Describe how online surveys could work for your small business.

Gathering Information Directly

Web Site References:www.ask.com (Ask Jeeves)

Provides additional examples of online questionaires. Search for Internet Surveys. Click on sample surveys and you’ll see a list of sample online surveys.

www.gvu.gatech.eduwww.cyberatlas.internet.com

Discussion Items

Lesson 2

The decline in the number ofsmall business owners that usethe Internet for research may indi-cate that there is quite a bit ofconfusion about how to conductan efficient search.

The use of the Internet forwomen- and minority-owned busi-nesses may reflect a lack ofaccess to traditional informationsources.

Key Points

Page 33

Small Business Research Online• The number of small businesses that use the Internet to conduct

research declined from 71% in 1998 to 58% in 1999.

• Women who own small businesses are more likely to conduct onlineresearch than their male counterparts (62% compared to 52%).

• More minority-owned small businesses conduct online research more often than other small businesses (64% compared to 54%).

Source: www.dnb.com/newsview/0500news8.htm

■ Give several examples of online research that could benefit your small business.

Discussion Items

www.nmtabcs.org




e-Communicationand

ProductCreation

Page 35

Lesson 3

Communication and collabo-ration are often the keys todeveloping a successful prod-uct or service. A number ofelectronic collaboration toolscan make the communicationsprocess faster, easier, andmore effective. E-mail, voicemessaging, video conferencing,and interactive groupware arejust a few of the methods avail-able for online communication.

Key Points

Page 36

After completing this module, the student will have a basicunderstanding of:

• The breadth of online collaboration tools available; • The fundamentals of groupware and data sharing; and• The distinctions between the Internet,Intranet and Extranet.

e-power

Knowledge

Creation

Inform

Sell

DeliverPayment

Support

Objectives

e-Communication and Product Creation

■ ■ ■

■ ■ ■



Lesson 3

E-mail is the most-oftenused communication tool onthe Internet. People most oftenmention e-mail as the reasonfor using the Internet. E-mailallows one Internet user tosend messages to anotheruser or group of users. TheInternet protocols used for thiscan be compared to theaddresses used for deliveringregular mail. E-mail can besent by one user and stored inmemory on a server until therecipient is available to accessthe e-mail program.

Like real letters , e-mails canbe printed. They can be editedand combined. Saving e-mailsin files is an underused func-tion, but a very handy one. Forexample, e-mails filed by theirsubject lines are easy tosearch and retrieve whenneeded. E-mails can also besent, with one click, to a pre-determined list of recipients.

E-mail users should beaware that e-mail isn't particu-larly private. Even when youdelete a message, it most like-ly is archived in the hard driveof your machine. It is possiblefor someone to find it andretrieve it.

Some common programsthat support e-mail areMicrosoft Outlook Express,Netscape Communicator, andEudora.

Key Points

Page 37

E-mails can be:

• Printed

• Saved and filed

• Edited and combined

• Sent easily to mailing lists

■ E-mail is versatile and fast. How can you, in your business, use e-mail to aid in the creation of products or services?

■ Brainstorm: Going beyond product creation, think of three ways you could use e-mail to better manage your small business.

• E-mail

• Instant Messaging

• Internet Telephones

Online Collaborative Tools

■ Brainstorm: How do you currently communicate with colleagues and suppliers in the process of product creation?

Web site Reference:www.learnthenet.com

Provides animated cartoons illustrating how e-mail works and how mailing lists work. This site also has easy-to-understand tutorials about many e-mail functions, such as attach-

ing files, smileys (e-motions to help you express your feelings), and e-mail privacy.

Discussion Items

E-mail: The Better Mail

Instant messaging services allow:

• Real-time communications over the Internet

• Electronic sharing and transfer

Examples include

ICQ (www.icq.com)AOL Instant Messenger (www.aol.com/aim/home.html)Yahoo! messenger (www.messenger.yahoo.com)

■ What advantages could “real time” communication have for your small business?

■ List at least three ways you could use instant messag-ing in your business. You will probably think of ways beyond those that come under the category of product creation.

Lesson 3

Instant messaging servicesallow Internet users to commu-nicate with one another in"real time." Instant messagingsoftware allows you to set uplists of users with whom youfrequently communicate. Itallows you to see when otherson your list are online andavailable to communicate. It isalso possible to use this soft-ware to transfer files, such asword processing documents,wave files, and picture files,back and forth for collabora-tion.

Some of the most widelyused messaging servicesinclude ICQ, AOL InstantMessenger and Yahoo! mes-senger. ICQ, for example, cur-rently has more than 90 millionregistered accounts worldwide.

Key Points

Page 38

Instant MessagingLet your fingers do the talking!

Discussion Items

Lesson 3

There are several programsthat allow users to connectusing two-way voice communi-cations, much like talking overthe telephone. While there aremany services available, twopopular and free services areRave2 and DialPad. Rave2works with ICQ's instant mes-senger, allowing voice trans-mission among those whohave the software installed.You can speak with people allover the world without incur-ring long distance charges.DialPad allows Internet usersto dial directly from their PC toany telephone anywhere in theUS.

Video conferencing has beenslow to gain popularity amongconsumers, primarily due toslow download speeds of con-ventional modems. As broad-band connections becomemore widespread, this tool isbecoming more popular.Inexpensive video cameras touse in video conferencing arenow available in most office/computer supply stores.

Key Points

Page 39

Internet telephone programs provide an alternative to expensive long-distance phone calls.

• Conversation is (digitally) sent over the Internet.

• It also is called: Voice over data.

• Use is growing quickly.

Examples include

Rave2 (www.rave2.com)DialPad (www.dialpad.com)

Internet video conferencing is becoming more practical as broad-band services become more common.

■ What are some ways that you might use an Internet telephone service in your business? (Think long distance!)

■ List uses for video conferencing for a small business in your area.

Internet Telephones & VideoConferencing

Web Site References:www.callserve.com

For more information on Internet telephony (or IP technology), check out: www.hippoinc.com/whitepapers/

Discussion Items

Groupware is software that allows collaboration among groupsof users. In addition to communication software, it includes:

• Network meetings - software that facilitates online meetings;

• Data Sharing - software packages that allow people to share calen-dars, address books, "to do" lists, and other information; and

• Document Management - software that makes it possible for people to work on the same document from different locations.

■ In what ways can groupware be useful in your business?

■ List possible groupware uses as your business grows and employs more people.

Lesson 3

Microsoft Netmeeting is a pro-gram that offers telephony,video conferencing, screensharing, and whiteboard sup-port functions for individuals orgroups. Businesses with oper-ations in multiple locations findthat groupware is very usefulfor communication and move-ment of information.

The screen sharing capabili-ties in a program likeNetmeeting make it possiblefor one Internet user to takeover the use of the screen ofanother PC at a remote loca-tion. Users can then trade offcontrol of the mouse. This canbe a very effective training toolto teach someone how to usenew programs or access infor-mation on the Internet.

Whiteboards are anothertool that can be useful in thetransfer of ideas from one indi-vidual to another or amonggroups. Whiteboards providean interactive drawing space inwhich users can interact simul-taneously with their ideas. Twopeople at remote locations, forexample, can access thewhiteboard and collaborate ondesigns.

Key Points

Page 40

GroupwareReaching Consensus in Cyberspace

Discussion Items

Lesson 3

The chat room is a function ofinstant messaging software. Itis essentially an electronicmeeting room in which allmembers of a group (from theirseparate offices or locations)can come together to exchangeideas. Because group mem-bers are "faceless," chat roomstend to foster opinion sharingthat might not occur in a face-to-face meeting. Group mem-bers can sign in with "handles"other than their real names sothat their opinions are trulyanonymous. Chat rooms arevaluable mechanisms for con-sensus building.

Delphi Meetings are anothermethod of providing structureddiscussion forums over theInternet. They aim to producedetailed, critical examinationand discussion not to force aquick compromise. Themethod, developed by OlasHalmer and Norman Dalkey,incorporates three steps:1. Experts meet anonymously.2. Written opinions and assump-

tions are developed.3. Participants enter into multiple

rounds of asynchronous discussion.

With Nominal GroupTechnoligy, all members of thegroup participate equally. Nomembers can dominate the dis-cussion. NGT is a method ofproblem solving among groupmembers over the Internet.This method requires thatgroup members first thinkabout a central question. Thenthey are asked to contributetheir ideas related to the issue.Group members scrutinize theideas and a round-robinprocess takes place to selectthe best alternatives.Discussion follows to determineif there is agreement andunderstanding. The processtakes the following steps:1. Generation of ideas in writing.2. Round-robin list of ideas.3. Serial discussion of ideas.4. Silent listening and ranking of

priorities.

Key Points

Page 41

Cyber-meeting methods offer different ways for groups to reachconsensus on questions or issues.

• Chat Rooms - most informalextension of instant messaging technologytotally unmediatedanonymous

• Delphi Meetings - slightly more structured anonymous questionnaires consensus building

• Nominal Group Technology (NGT) - most highly structuredmediated specific group dynamic proceduresimproves group interaction

■ Can you think of ways that Net Meetings would be useful in product creation in your small business?

■ What other business functions might benefit from this technology?

Net Meetings

Discussion Items

Software packages and new equipment provide a way for even verysmall businesses to increase efficiency.

• Electronic Calendar Management

• To-Do Lists

• Address Book/Contact List

■ What electronic organizational tools does your small business currently use?

■ After learning more about data and scheduling tools, which ones would help you run your business more efficiently?

■ Specify how these tools will help you organize your business and save time.

Lesson 3

Small businesses often lackthe support staff that largebusinesses can afford.

You can use your Palm Pilotin the field to update your cal-endar, appointments, to-do listsand addresses and then syn-chronize it with your homecomputer. In this way, youroffice operations can constantlybe updated without the servic-es of full-time clerical staff.

Key Points

Page 42

Data Sharing & Group Scheduling

Discussion Items

Lesson 3

The Internet makes it possi-ble for you to collaborate ondocuments with colleagues atremote locations and synchro-nize information. Various soft-ware programs will note datesthat a document has beenchanged and who made thechanges. An example is theuse of the Briefcase in theWindows Operating System.

“The Briefcase is a tool thatallows users to easily track andupdate copies of files stored ontwo or more computers, usuallyan office computer and aportable computer. Users putthe files that need to stay insync into Briefcase beforegoing on the road. When theyreturn, they connect to the net-work and open Briefcase.Windows prompts them to syn-chronize the files. Briefcasethen updates the file on thenetwork to match the file on theportable computer.”

Source:www.msdn.microsoft.com/library/winresource/dnwin95/S6193.htm

Key Points

Page 43

Automatic management and control of electronic or digitized documents throughout their lifetime.

• Supports group work.

• Provides audit trail.

• Supports versioning.

■ List specific uses for document management in your business.

Document Management

Discussion Items

Lesson 3Notes

Page 44

• Internet

• Intranet

• Extranet

Internet

• A self-regulated network connecting computers worldwide.

• Information transport is provided by a variety of concerns.

• Very vulnerable to attack.

Intranet

• An internal corporate network that uses Internet technologies.

• Higher security.

• Information sharing.

• Hardware: routers, hubs and switches.

• Software: browsers, search engines and Web servers.

Network Environments

Notes

Page 45

Lesson 3

■ Explain the difference between an Intranet and an Extranet.

■ Explain the difference between an Internet and an Intranet.

■ Which network environment(s) makes sense for your business? Why?

Discussion Items

Extranet

• A secure, external, corporate network that allows business owners access to portions of partners’ Intranets.

• Higher security.

• Information sharing.

www.nmtabcs.org




Informing the World

Via the Web

Page 47

Lesson 4Notes

Page 48

e-power

Knowledge

Creation

Inform

Sell

DeliverPayment

Support


• Be familiar with commonly used Internet-based tools for distributing information, including e-mail, listservs and home pages;

• Understand the role of the Internet home page in a comprehensive business plan and the basic requirements for establishing a homepage; and

• Know about banner advertising and link exchange programs and their strengths and weaknesses.

This lesson covers several different ways of advertising your productand/or service using telecommunications tools, including e-mail, list-servs, chat rooms, and classified advertising. The main focus, how-ever, is the Web page or Web site and the information that is elec-tronically linked to it. The information offered in this lesson will helpyou decide whether or not a Web presence is appropriate for yourbusiness and, if so, the degree of Web page interactivity that is rightfor your business.

Informing the World Via the Web■ ■ ■

■ ■ ■

■ ■ ■



Lesson 4

In this case, the Bed &Breakfast business is linked toother sites (such as theMagdalena Chamber ofCommerce and the NMTourism Board) that peoplemight access when looking for"out of the way" vacations orNew Mexico ranch vacations.

Key Points

Page 49

■ Can you think of organizations or other businesses that could poten-tially provide a Web link to your business? If not, you may want touse the search skills you learned in Lesson 2 to find sites that couldpoint business in your direction.

Can You Spread the WordWithout Your Own Home Page?

■ Brainstorm. List the ways that you currently inform potential clientsabout your business offerings.

Discussion Items

The answer is yes!

Lesson 4

Businesses just enteringthe realm of e-commerce willmost likely start out at the bot-tom of the triangle. Theyshould, however, envisionsomeday working through theentire spectrum.

Access: A business at thislevel has no Web site, but canaccess other resources on theWeb.

Static: A business at this leveluses the Web for advertisingand provision of basic market-ing information. An example isDeeldaa's site (www.deeldaa-bighan.com)which provides cultural infor-mation and pictures of herproducts. But it only providesan e-mail address and phonenumber for placing orders.

Interactive: e-business at thislevel offers some registrationprocesses or forms that cus-tomers can use to give feed-back. But transactions stilltake place offline, using fax orphone. An example of thistype of e-business is found atwww.kokopel.com

Transactional: At this level,business begins to receiveorders and process paymentsonline. An example of a New Mexico business at thislevel is Eagle RanchPistachio Groves/Heart of theDesert Inc. atwww.EagleRanchPistachio.com.

Integrated: A completely inte-grated system has back tofront-end integration, includingfulfillment operations and workflow information. Fully auto-mated B2B processes arepossible with little, if any, man-ual input on transactions.QuickTruss is an example of acompany that will soonbecome fully integrated.

Key Points

Page 50

Incremental e-Business

■ At what level does your business function on the e-business hierarchy?

■ At what level do you hope to conduct your small business in the future?

Web site References:www.EagleRanchPistachios.com

www.hammerdynamics.comwww.deeldaa-bighan.com

www.kokapel.com

Discussion Items

Integrative

Transactional

Interactive

Static

Access

Broch

ure

Web

Sit

e

e-Co

mm

erce

Lesson 4

When you begin planningyour e-business involvement,decide from the very beginningwhat role you would like elec-tronic telecommunications toplay in your business. Will theInternet ultimately be the dom-inant force? Do you plan toeventually conduct most ofyour sales online? Or will your"bricks and mortar" storefrontremain your main focus withelectronic tools used mostlyfor ordering inventory or parts,or for customer support?

When you embark on acourse in e-business, set upyour electronic tools and sys-tems so that they can beupgraded as you scale theincremental e-business ladder.

Determine if you want todevelop your Web presencein-house or if you want to usea hosting service. Ask yourselfif you want complete controlover designing your Web siteand keeping it updated. Doyou want to buy the serversand other hardware? If youenvision your business grow-ing large, you may want toinvest in these from the outset.However, if you foresee thatyour involvement may be limit-ed, you may want to hire aservice to perform many ofyour Web site functions.

Key Points

Page 51

Determine the long-term role that telecommunications tools will playin your business.

• Plan your systems so that they are "scalable."

• Think about the "Make or Buy" decision.

■ What role do you want telecommunications to play in your businessnow and in the future?

Now:

Future:

Planning your e-BusinessInvolvement

Discussion Items

Lesson 4

If you have access to theInternet, but don't yet have a Webpage, you may want to considerthe following options for gettingthe word out about your business:

• E-mail - If you want to makesome of your best customersaware that you have some newofferings coming out, e-mail is anefficient way to go.

• Listservs - This is a group e-mail. If you have a number ofcustomers who are interested in acertain item or service, you couldput them on a mailing list and pro-vide them with regular updates.

• Newsgroups, also called bul-letin boards - You may postnotices on an industry-specific siteto update interested people aboutnew services or product upgrades.Interested parties can post ques-tions for you to answer.

• Classified ads - These are verymuch like the classified ads in thenewspaper, but the audience thatcan view them is much larger. Yougive limited information about aproduct or service that you wantto sell. Prospective customers willcontact you by e-mail, phone, orsome other manner that you des-ignate.

• Auctions - Many small andlarge businesses have put goodsup for sale on auction sites. This can be a good way to divestof excess inventory that you don'tmind selling at bargain rates. Youprovide a description and possiblya scanned photograph. Interestedparties can place bids until a pre-determined closing date.

• Chatrooms - While chatroomsaren’t designed for advertsing perse (and many prohibit it), you canget your name out to your nichecommunity by offering helpfuladvice in a chatroom or discus-sion group setting.

Key Points

Page 52

B.H.: Before Home Page• E-mail

• Listservs

• Newsgroups

• Classified ads

• Auctions

• Chatrooms

■ Explore how each of the following options to home pages could benefit your business.

E-mail

Listservs

Newsgroups

Classified ads

Auctions

Chatrooms

Web Site Reference:www.webfarmer.com

Discussion Items

Lesson 4

Investigate the market andyour competition online. Findout how competitors or busi-nesses similar to your ownpresent themselves. That willgive you a good idea aboutwhat role a Web page mightplay in your business. This iswhere the research skills youlearned in Lesson 2 come inhandy.

Once you determine whatothers are doing, rememberthat the classic business strat-egy is to offer something differ-ent, something more. That iskey for many small businessowners who wish to competewith larger firms. Many smallercompanies provide service forcustomers at their sites. Theseinclude newsletters for hobby-ists or other personalized infor-mation.

Start thinking now about the"make or buy" decision. Doyou foresee a large part ofyour business resulting fromyour online presence? Do youneed to consider addingemployees to handle this busi-ness? Will hosting options oroutside services be sufficientto manage your Web pagebusiness?

Proceed carefully, but don'tprocrastinate. You need tomove forward slowly, con-sciously, and with deliberateplanning.

Key Points

Page 53

• Consider what the role of the site will be in your business.

• Investigate the market and your competition online.

• Offer something different, something more.

• Think about the “Make or Buy” decision.

• Proceed carefully, but don't procrastinate.

■ What are the most important things you need to achieve with youroperation’s home page?

■ Based on information provided in this workshop, has the potentialdirection of your home page changed? How.?

Launching a Home Page

Web Site References:www.deeldaa-bighan.com

www.navajotrail.comwww.buckagram.com

www.route66traders.com

Discussion Items

• HTML is the language in which Web pages are written. • Browsers translate that language so that everyone can read it.

Lesson 4

HTML is the language inwhich Web pages are written.Your browser translates the HTML into a language thateveryone can read. Browsersinclude Internet Explorer, Netscape, and AOL.

Check out the Web sitesposted by some of these NewMexico small businesses andnonprofit organizations:

Kokopelli’s Gift ShopOwner: Becky Christensenwww.kokopel.com

ApacheworksOwner: Esadadernos Sal Da Nawww.apacheworks.com

Hammer DynamicsOwner: John Wyckoffwww.hammerdynamics.com

NMACDExecutive Director:Debbie Hugheswww.nm.nacdnet.org

Key Points

Page 54

Page Creation Concepts

Example of Web page

This is what the HTML code looks like for the page below.

Lesson 4

IP stands for InternetProtocol. It is actually asequence of numbers thatdirects the computer where togo on the Internet to find thatparticular site. To the Internetuser, that translates into adomain name, such asAmazon.com or Kokopel.com.The complete address or URLfor these would be www.amazon.com andwww.kokopel.comSites can be registered at www.icann.org/registrars/accredited-list.htmlThe license granted is usuallyfor two years and costs about$70.

Unless your domain name isvery easy for people to guess,it is probably worthwhile to reg-ister your site with a SearchEngine. This involves, amongother things, the identifiyingkeywords that would bring upyour page during a search.

For example, go towww.yahoo.com andfind a link called “Add URL” or“Add Site” (exact wording willdepend on the site). That willtake you to a registration form.In most cases, you will beasked for your name, e-mailaddress, site name, sitedescription, and keywords.

There are many ways to usethe Internet to assist your busi-ness or organization. It isn’tnecessary to start with a Webpresence. The following les-sons will introduce you to manyelectronic telecommunicationstools, as well as to things youwill need to consider beforeposting your own Web page.

Key Points

Page 55

• Every home page needs an IP address and Domain Name so that people know where to find it on the Internet.

• The site must be registered or licensed.

• Registering your site with a search engine will help send customers your way.

■ How do keywords work in a search engine? How can they work for you and your small business?

■ Make a list of keywords what would help identify your goods and or services.

Finding Your Home Page

Discussion Items

Assistance for Web SiteDevelopement

• Internet Development Unlimited – Web Development and Hosting – Albuquerque @ www.idu.com

• Arriba Front Page Hosting – Albuquerque @ www.arriba.net/hosting

• Yahoo!Website Services @ website.yahoo.com

• Anadas Web Development @ www.anadas.com

• Compare Web Hosts (to compare services) @ www.comparewebhosts.com

Web Site References:www.registerit.com

dmoz.orgwww.buckagram.com

www.icann.org,registrars/accredited-list.html

Lesson 4

The flashing banners that yousee at the top of many Webpages are graphics. Whenclicked on, they will transportthe viewer to the advertisedsite. It is essentially an onlinebillboard.

Click-through rates generallyare low; however, many business owners believe thatbanner advertising is still agood idea because it increasesbrand familiarity.

Programs are available thattrack visitors who clicked to acertain site. It will record thesite last visited before the clickto let you determine which sitesyield the most visitors to yoursite.

In most banner advertisingsetups, you will pay accordingto the number of times yourbanner is shown on a particularsite. A free option, however, isthe link exchange program. Itis currently underused by smallbusinesses. In a link exchangeprogram, you contact a sitewhose clients might be interest-ed in your product and ask ifthe sponsors would put up alink to your site. Many con-sumers or special interestgroups are glad to link theirmembers/readers with compa-nies that provide services orproducts that they feel are ofvalue. These work very well forbusinesses that have productsor services targeted at nichemarkets. You can often developquality partners simply by asking.

Key Points

Page 56

• Banners are essentially "billboards" located on a Web page that advertise other Web sites.

• Click-through rates refer to the number of times consumers actually click on the advertising banners.

• Log analysis tracks the path of clicks.

• Link exchange programs provide free banner advertising.

■ List more possibilities for link exchanges.

Banner Advertising

Discussion Items

Lesson 4

It is very important to inte-grate your online presencewith all of the promotionaltools that you would normallyuse to inform your public. YourWeb address should appearon stationery, business cards,press releases and advertise-ments. If you send out supportdocumentation, include yourWeb address.

Key Points

Page 57

• Stationery

• Business Cards

• Support Documentation

• Press Releases

• Advertising

■ List all of the documents and promotional materials that you cur -rently use. Remember that even routine paperwork, such as invoices, estimates, even your checks, represent opportunities for promoting your Web site to clients.

Integrate into TraditionalPromotion Plans

Discussion Items

www.nmtabcs.org

Helping Rural New Mexicans Learn

the ABCs ofAchieving Prosperity in the Internet Age



Selling inCyberspace

Page 59

Lesson 5

In the previous lesson, youlearned that you can informcustomers about your productor service through a Web site.An e-commerce Web site canalso be the site at which youactually transact a sale. In atraditional selling environment,sales agents or representa-tives are the conduits throughwhich most companies con-nect with their customers. Inan e-commerce setting, thecustomer assumes many ofthe functions previously han-dled by the sales agent. Thismeans that a firm's Web sitemust give more information tothe customer. As customersare better informed, they willbe more empowered to negoti-ate many of the conditions ofthe sale, including quantities,pricing, and delivery. A Website must provide the appropri-ate tools for customers to beable to accomplish thesetasks.

This section will examine thevarious tools available onlinethat help to facilitate salestransactions.

Notes

Psge 60

After completing this lesson, you will:

• Understand the concepts of virtual support, sales force automation and CRM (customer relationship management);

• Be familiar with the options for showcasing your products, including online catalogs, virtual malls, and auction tools;

• Realize that you can increase your effective sales force with affiliate programs; and

• Be familiar with several options for closing the sale.


New Mexico State University is an equal opportunity/affirmative action employerand educator. NMSU and the U.S. Department of Agriculture Cooperating.

■ ■ ■

■ ■ ■

e-power

Knowledge

Creation

Inform

Sell

DeliverPayment

Support

Selling in Cyberspace

Objectives

Lesson 5

Network environments offeradvantageous to businesses,because they allow the homeoffice to support the salesforce out in the field. By goingonline, the sales staff canaccess information regardingproduct specifics, pricing,delivery schedules, stock lev-els, and important organiza-tional information useful inselling.

SFA software offers the abil-ity to equip your sales staffwith information - real time -when they are out in the field.It gives more power to sales-people when dealing with cus-tomers. One of the simplesttools, offered in many SFApackages, is a FAQs(Frequently Asked Questions)page where salespeople canlook up answers to questionsby accessing a list of respons-es to frequently asked ques-tions.

Any SFA software packagethat you choose must focus onthe selling information flow, asdefined by your sales andmarketing management team.Some important considera-tions are. What kind of reportsdo sales representativesneed? What data should repsinput to the system and whenshould they upload it? Whatkind of communication anddata sharing is neededbetween field sales, salesmanagement, customer serv-ice, telemarketing, marketingsupport and customers?

With CRM, sales representa-tives have the ability to trackcustomer contacts within anorganization and to access aunified customer database.By using this software, every-one who interacts with cus-tomers can be better informedand more capable of providingimmediate assistance. Thistranslates directly intoincreased customer satisfac-tion.

Key Points

Page 61

Online tools can satisfy your sales staff’s need for up-to-date informa-tion for their customers and about their customers

• Sales Force Automation (SFA) software allows your sales staff totap into home office inventory and other databases from remote locations.

• Customer Relationship Management (CRM) software allows salesstaff to track customer contacts within the organization.

Virtual Support

■ Brainstorm: Describe the way a sale is traditionally made.

■ Could your small business benefit from SFA or CRM software? If so, how?

Web Site References:www.multiactive.com/

www.quintus.com/

Discussion Items

• Advantages - The main advantage is ease of update.

• Product Suitability - Can you easily showcase your product in a photo?

• Uniqueness - How can you show that your product is different from other online offerings?

■ How could an online catalog work for your small business?

Lesson 5

While the initial fixed cost ofdeveloping an online cata-logue may be high, the main-tenance costs are minimal. Ifyou are only planning a virtualstore, the start-up cost is, ofcourse, much lower than thatof establishing a "brick-and-mortar" business. Also, onlinecatalogs can be tailored toeach individual and for everyshopping encounter. The bestonline catalogs have a browsefeature for customers whohave only general ideas aboutwhat they want. They alsohave search mechanisms, sothat customers can quickly findproducts that fit their needs.

If you are not sure if yourproducts are suitable foronline retailing, ask yourself ifyou could sell them through mail order. Any product thatcan be marketed by mail ordercan be effectively sold throughthe Internet. Essentially, theymust be easily displayedthrough photographs. Oneapproach is to give a briefdescription and a thumbnailpicture initially, then allow thecustomer who desires moreinformation to click to greaterdetail.

The uniqueness of yourproducts also predict the suc-cess of online retailing. If youcan convey through pictures,text or other electronically supported means that yourproducts are unique, you willbe able to reach more customers.

Businesses do not need tochoose between traditionaland online retailing. The twooptions can co-exist and bemutually beneficial. Whetheryou have a “brick and mortar”store and want to expand yourmarketing by going online, oryou plan to have only a virtualstorefront, the format youchoose will most likely involvean online catalog.

Key Points

Page 62

Virtual Store Front

Web Site References:www.kokopel.com

www.Taosfurniture.com

Discussion Items

Lesson 5

The Mall of New Mexico alsohas a hosting service. If youclick on "Storefront Templates,"you'll get options for five differ-ent page set-ups. Also notethat the prices are listed.

To set up a sample storefront,go to www.yahoo.com and clickon "Y-store"

Key Points

Page 63

• Stand-alone site - This go-it-alone approach requires the most com-mitment of time and resources.

• Hosting service - These online services offer an easy, inexpensive way to set up and sell.

• Virtual Malls - Often these online malls simply offer a link to your site.

■ Would a stand-alone site or a hosting service be the best choice for your business? Explain.

Choices

Web Site References:www.mallofnewmexico.com/oldindex.html (Mall of New Mexico)

www.yahoo.com

Discussion Items

To successfully present your product online, you'll need to include thefollowing information

• A picture of the product

• A description of the product

• The product's price

• An order code or product identifier

Lesson 5Notes

Page 64

The Basics

Web Site References:www.kokopel.com/l_charley/mudheaddoll.htm

www.coyotesgame.com/NAtoy1html

Lesson 5

Small businesses are particu-larly well-adapted to providingonline communities. Accordingto Web consultant ThurmanRay Plumlee of World WideWeb Helper, small businessowners need to set themselvesapart from the competition bybeing a destination and aresource, and not just a Webstore.

You want people to come toyour site to buy more than oneitem. You need to encouragerepeat business and brand loy-alty. To do so, you can add abulletin board to your site, sothat customers can share infor-mation about a particular topicor discuss problems related tothat topic. These discussionscan give you ideas for servicesthat you may provide.

You may create a newsletterwith information of interest toyour clients. This will give peo-ple a reason to visit your site.

Your best plan is to provideservices that help you build arelationship with your clients.You need to give them a rea-son to return to your site.

Key Points

Page 65

"Be a destination and a resource, not just a Web store."

Thurman Ray Plumlee, Web Consultant, World Wide Web Helper

• Bulletin boards

• Newsletters

• Information Links

Let your Web page help you build relationships with your customers.

■ List ways you can develop a repeat customer base through a home page.

Something Extra -Online Communities

Web Site References:www.eagleranchpistachios.com.

www.hammerdynamics.com

www.nancysnotions.comThis is the site for a needlework/sewing shop. If you click on "Sewing Room," you can find free

project sheets; Or you can click on "Bulletin Board" and go to general discussions about needle-work or discussions about "Home and Family" that include areas of interest to homemakers.

Discussion Items

Internet auctions have become a significant part of e-commerce.

• Auctions are useful in B2C and B2B.

• Advantages include low cost and decreased time to move goods.

■ How could an online auction be useful for selling your products?

■ Could you use auctions to benefit other parts of your business process?

Lesson 5

Internet auctions havebecome a significant part of e-commerce. They allow buy-ers to play a greater role in thepricing of goods. The mostcommonly used auction is e-bay, which holds about 90percent of the online auctionmarket. While you most com-monly hear about auctions inthe B2C realm, $100 million intransactions took place in B2Bauctions in 1999. That figure isestimated to go as high as $1.3trillion by 2003. Business own-ers find this an excellent way toget rid of overstock. All you dois give a minimum bid, a cut-offday, and you've gotten rid of it.Note: Auctions also are usefultools in the creation processhighlighted in lesson 3. Manybusiness owners find that theycan save on supplies and partswhen purchased at auction. Arepresentative from Dow chem-ical estimated that Dow saves2-5%.

Advantages: The majoradvantage is that there arealmost no start-up costs. Allyou need is a scanned photo ofyour product. There is usually aminimal posting fee and/orcommission on sale price.Because you are placing yourproduct in a venue where cus-tomers are actively seeking it,auctions tremendouslydecrease the time to movegoods.

Key Points

Page 66

Auctions

Web Site Reference:www.yesterdaystractors.com

Discussion Items

Lesson 5

This is an attractive tool fore-commerce sites, becausecustomers are acquired at afraction of the cost of bannerads or other marketing tactics.

Disadvantages: As with allpartnering relationships,choose your affiliates well. It isbest if you can keep both themarket and your affiliates limit-ed to a clearly identified mar-ket segment. Choose an affili-ate program that concentrateson the particular niche marketthat is right for you.

Note: This is not a greatmoney-making opportunity forcontent providers who earnonly an average of $200 permonth from affiliate programs.

Key Points

Page 67

Expanding the Size of Your Sales Force

• Affiliate programs are growing in popularity.• Advantages: No cost until sale is made.• Disadvantages: An overwhelming number of opportunities.

A large-scale example is Amazon.com with links to some 260,000associates.

■ How might you use an affiliate program in your business? (Hint: Remember the businesses/organizations that you identified in Lesson 4 as possible partners in Link Exchange Programs; these are the same types of businesses/organizations that you will pursueas Affiliate Partners.)

Affiliate Programs

Web Site References:The Ultimate Directory Of Affiliate, Associate Programs

www.associate-it.com/Affiliate-Programs.com

www.bargainmart.com/Merchant/affiliate.htmwww.leadhound.com/

www.onlinebusiness.com/revenue/index.shtmlw3nation.com/w3nation/affiliate/

Discussion Items

Lesson 5

1-800 number. Having a toll-free number for customers tocall makes a business look likean established company. Yourtoll-free number should beincluded on your Web site, let-terhead, business cards and inyour advertising.

A toll-free number allowscustomers to call in their order,ask questions that are notanswered by your Web site, orask for follow-up service afterthe sale. Some customers mayfeel uneasy about revealingtheir billing information overthe Internet, yet feel comfort-able with doing so over thephone to a live operator.

FAX/e-mail forms. Anotheralternative is the use of e-mailorder forms or faxable orderforms that can be downloadedfrom your Web site and printedfrom a customer computers.Using e-mail and faxable orderforms allow customers to orderwithout the need for a liveoperator at all times.

Electronic shopping carts.This is the full integrationoption, offering the ability tofinalize transactions online.Customers look through yourcatalog, check the "put intobasket" option for those itemsthey wish to purchase, then goto checkout to finalize the sale.You can buy software shoppingcart programs, or hosting serv-ices will provide them for you.A typical shopping cart pro-gram will list each item in thecart, the quantity of items inthe cart, a description of eachitem, the price per item, andthe subtotal of the order beforetaxes and shipping charges.

Key Points

Page 68

The following tools can be used to close a sale:

• 1-800 numbers

• Fax/e-mail forms

• Electronic shopping carts

■ The bottom line of any business is closing the sale. Which means ofclosing a sale would work best for your small business?

Closing the Sale

Web Site References:www.coyotesgame.com

www.eagleranchpistachios.com/

Discussion Items

■ Brainstorming: How has electronic technology changed traditional ways of selling? How can these advances in technology change theway you do business?

www.nmtabcs.org

Helping Rural New Mexicans Learn the ABCs of

Achieving Prosperity in the Internet Age



Deliveringthe Goods

Page 69

Lesson 6Notes

Page 70

The post-purchase processes traditionally include inventory control,order tracking, billing and invoicing. The Internet and new electronicsoftware can increase greatly the efficiency of these processes. Even more important, new tools are designed to benefit small businessesas well as large ones. So, today small companies in rural areas canemploy the same technology -- and reap the same benefits -- as largecorporations.


• Understand how software can be used to automate post salefunctions;

• Know that you can control inventory, track orders and create invoices and bills electronically;

• Understand what comprehensive e-commerce software packages can do; and

• Recognize the advantages of implementing an integrated e-commerce strategy.



■ ■ ■

e-power

Knowledge

Creation

Inform

Sell

DeliverPayment

Support

Delivering the Goods

Objectives■ ■ ■

Lesson 6 Key Points

Page 71

EDI (Electronic Data Interchange) is the computer-to-computerexchange of business documents, using standard formats that arewidely recognized both nationally and internationally.

EDI is typically done over proprietary VPN (Virtual Private Networks).

Traditional EDIBefore the Internet was aviable business tool, manybusinesses relied on traditionalElectronic Data Interchange(EDI). EDI is the computer-to-computer electronic transmis-sion, often over telephonelines, of business databetween companies.Essentially, it allows largeamounts of data, such asinventory and ordering infor-mation, to be shared by busi-ness trading partners. Thishelps to cut costs, save time,and create efficiencies amongbusinesses.

Traditional EDI does havedrawbacks, however. It has arigid format, and informationthat can be exchanged overany given network is strictlydefined. Coming up with amutually agreed upon defini-tion of what the various fieldsin an EDI format mean takessubstantial effort and has to benegotiated with each potentialsupplier.

In addition, the need for VPN(which actually transmits EDImessages and typically ischarged by the byte) makesthe EDI entry ticket quiteexpensive.

There are many softwareprograms available that, eitherindividually or in some combi-nation, perform tasks associat-ed with the delivery or post-purchase process.

Web Site References:www.nist.gov/itl/div896/ipsg/eval_guide/section3_4.html

National Institute of Standards and Technology site offers an EDI tutorial. (This brings up theintroduction.Click on EDI tutorial. On this page, you can see the topics that are covered.)

webopedia.internet.com/TERM/E/EDI.htmlThis site offers many links to sites that give extensive EDI information.

"Inventory control is exercized when you order and item. Ifyou do a poor job, then everything after is inventory correc-tion."

- Gordon Graham,Inventory Distribution For The 90's

■ How do you currently keep your inventory? Would electronictracking of inventory be useful to you?

Lesson 6

Today’s electronic tools givebusinesses a boost with:

• Inventory Control

• Order Tracking

• Billing/Invoicing

• Electronic Negotiation

• New Technology-EnabledApplications

Any inventory program isonly as good as the accuracyof the information that it isintended to track. In an effec-tive system, inventory controlwill help you track and controlyour inventory and minimizethe need for physical invento-ry counts.

Good inventory manage-ment allows you to know thevalue of your inventory, quantities on hand, quantitiescommitted, inventory location,movement and valuation,receipt of goods, the sale andreturn of goods and profit.Ideally, this information shouldbe integrated with your Webpage so that customers knowif an item is out-of-stock.

It also should be integratedwith your purchasing or pro-duction processes so thatinventories can be replen-ished in a timely fashion.

Key Points

Page 72

Inventory Control

Discussion Items

Lesson 6

Today's customers expectsophisticated handling of infor-mation about themselves andtheir purchases. With the avail-ability of accurate and preciserecords, you are better able toserve these customers.Through an automated system,it is possible to track previouspurchases and preferences anduse this information to simplifythe buying process for repeatcustomers.

Just as in a traditional retailstore, customers like beingremembered and will createlong-term relationships withstores. As an online retailer,you can use your inventorycontrol program to integrateelements of customer service.The key is to integrate the vari-ous elements associated withyour business on the Internet.

Key elements that should beintegrated on a Web siteinclude merchandise selectionand company inventory.Customers should be able tofind enhanced descriptions andimages of each product, includ-ing availability and shippingand handling costs. Each itemin inventory can be representedas a single Web product. Thereshould be automatic polling ofsales orders from the Web tothe company for fulfillment.There should be centralizeddata entry for both inventorymanagement and the e-commerce catalog. Thereshould be consolidation of customer history and ordertracking. Each order should befollowed by an e-mail of ordernotification.

Key Points

Page 73

The following range of tasks can be incorporated into your e-commerce to ensure the accuracy of your inventory:

■ Which of the above tasks are not done electronically in your busi -ness? How would incorporating the tasks benefit your business?

Inventory Control: A to T

• Automate confirmed invoices for accounts payable processing

• Automatically track back orders• Automate reorders• Complete/Accurate Perpetual Inventory• Coordinate and facilitate purchasing

and control functions• Deliver reports for any period you

select• Deliver detailed receiving reports• Deliver detailed reconciliation list by

supplier• Eliminate repetitive data entry• Evaluate inventory turns for maximum

value• Fax directly to vendors• FIFO inventory provides true current

value• Fully functional Bar code capability • Gives choice of low bid or other vendor • Identifies dead stock • Identifies items for reorder • Improved management information

• Inventory preparation • Item usage reports • Look up any item by name or product

number• Provides complete supplier history • Provides insight into vendor perform-

ance • Quick check of current stock levels • Quickly scan operating units for item

usage • Recipe cost determination • Shows impact of item cost increases &

decreases based on actual use • Spreadsheet files for Off-line analysis • Standardization of control procedures • Stock value by item & location • Track by items, groups, or other rele-

vant characteristics• Tracks outstanding P.O.'s • Tracks your purchasing performance

Discussion Items

Web Site Reference:www.scrambled-card.com/tour03-1.htm

Presentation sample inventory form from Invoice It! Software made by The Scrambled Card Company Ltd in Auckland, New Zealand.

Lesson 6

Customer viewpoint: Thereare various elements that arerelated to order tracking. Froma customer service viewpoint,customers should be aware ofwhen and how their purchaseswill arrive. Software is avail-able that allows you to sendout form e-mails or form lettersconfirming your customerordesr and pertinent informa-tion, such as billing details andshipping address. This can bedone much faster than on yourmail client or word processor,because it is the software thatcopies all needed informationfrom the customer database.

Vendor viewpoint: From avendor's viewpoint, the inven-tory status and location can betracked. This allows someflexibility. Depending on thenature of your organization,you maybe able to source yourproducts from the locationnearest the customer or fromthe location with the mostinventory. Allowing the order tobe sourced in such a way min-imizes the transportation costsand effectively manages yourinventory.

Key Points

Page 74

Order TrackingCustomer-centric

"Where is my order today?"Vendor-centric

"What is the best manner to fill these orders?"

Courtesymessage with tracking number andshippinginformation

Orderconfirmation

Lesson 6

A benefit of online orderingis that most ordering programshave built-in invoicing andbilling functions. As soon as anorder is submitted, informationto fill the order is processedsimultaneously with invoicingand billing. Most softwarepackages allow customizationof invoices and billingspecifics.

Features offered on variousbilling software programsinclude the ability to programautomatic discounts or pricelevels to selected customersbased on parameters that youset, such as quantity orders.When an order is placed, aprogram can automaticallygenerate invoices and e-mailinvoices. Most programs giveyou the flexibility to choosefrom a variety of invoicing pref-erences on a per-account typeor per-customer basis.

Invoice type can be set on acustomer-level, so you cangenerally tailor each accountto a customer's specific needs.Even the billing process is inte-grated with the order functionso that it automatically billscredit cards, debits bankaccounts, or similar functions,depending on the customer'schoice. You may also invoicethe customer at a time that isbest from their business per-spective. This is in essenceadding value to your product,as far as the customer is con-cerned.

Key Points

Page 75

New software allows you to:

• Automatically send an invoice as soon as an order is placed

• Customize billing

• Tailor invoices to meet customer needs

■ What type of billing and invoicing proceedures do you currently usein your small business? What processes can be streamlined when you change to electronic billing/invoicing? Or, what benefit did you see when you made the change?

Billing/Invoicing

Web Site Reference:www.scrambled-card.com/tour02-3.htm

Discussion Items

Software is programmed with a negotiation strategy. Software thennegotiates with other software or with humans for the desired goodsor services.

■ What role could electronic negotiation play in your business?

Lesson 6

Negotiation plays a crucialpart in many business pro-cesses today. Negotiationsusing electronic media are anextension of normal negotia-tions. The advantage of theInternet is that it does notrequire the two parties to bepresent at the same time orplace. One can negotiateover distances using a varietyof means.

Electronic negotiationinvolves programming soft-ware with a negotiating strate-gy. The negotiating strategiesallow it to negotiate with eitherhumans or other computeragents, and finalizing a deal(which may or may not requirehuman approval). The humanbusiness person decides thepolicy but allows the computerto take care of the mechanicsof the negotiation.

In automated negotiation,the rules of the game, the pro-tocol to follow, and the numberof parties and players may differ from human-basednegotiation. But the outcomeshould remain the same -- anegotiated deal that satisfiesthe participants.

Negotiating among peopleoften relies on secrecy orother untruthful strategies toextract the best possible deal.This may not be the best solution for an automatedelectronic commerce market-place. In electronic negotia-tion, it is best to be forthrightand disclose the terms you arewilling to accept, such as, "Iwill buy from the lowest bidder," or "I will sell to thehighest bidder." Such disclo-sure does not put you at a disadvantage.

Key Points

Page 76

Electronic Negotiation

Web Site References:www.onlinecommunityreport.com/features/barter/

www.menerva.comwww.haggleware.comwww.baybuilder.com

Discussion Items

Lesson 6

The supply chain is the groupof business processes thattakes a product from raw mate-rial to consumer. The chain canbe greatly enhanced with elec-tronically shared information.At each step, informationshould be shared in both direc-tions. In small businesses, thatmeans transferring informationdown the chain toward retailsales and up the chain to theacquisition of goods or parts.

Key Points

Page 77

When you delve into e-commerce, you'll likely come across some ofthe following concepts and terms:

• Supply Chain Management

• Bots

• Enterprise Resource Planning

• Application Service Providers

• Extensible Markup Languages

Technology EnabledApplications

Lesson 6Notes

Page 78

Consumer

Retail Outlet

Distribution

Manufacturing

Supplier

Discussion Items

■ Trace the supply chain for your business. How can you use elec-tronic tools to manage it more efficiently?

Lesson 6

A bot (short for robot) is asoftware tool, much like asearch engine, that searchesthrough data to find answers.Bot software performs methodi-cal searches to find specifiedinformation. A type of bot thatis relevant to retailers is theshopbot. Shopbots will performautomatic online shoppingcomparisons.

The methods used by shop-bots vary. One shopbot,Evenbetter.com (comes up aswww.dealtime.com), claims toshop every merchant. Unlikesome search engines,Evenbetter.com does notcharge retailers to be listed ontheir comparison shoppingengine service. Instead, itoffers retailers a way to acquirecustomers. Evenbetter.comdescribes its search function ashorizontal searching that allowsconsumers to seamlessly clickfrom one Web page to anotherwith related content. MySimon,another shopbot, claims to helpconsumers perform completepurchase comparisons. Theidea is to focus less on price asthe sole means of comparison.In the future, shopping botsmay attempt to deliver all of theobjective information that theconsumer needs for a purchas-ing decision -- price, shippingtime, service quality, merchantratings. Registering with shop-bot services is another way tolead potential customers toyour site. Comparison shoppingthrough a shopbot service isalso a way to find supplies ormaterial for your business.

Key Points

Page 79

The term “bot” is short for robot. It is software that searches the Netto satisfy a request.

■ Explain how you might use bots to benefit your small business.

Bots

Web Site References:www.evenbetter.comwww.mysimon,com

To compare the way these shopbot services work, search for toner cartridges for a laser printer.

Discussion Items

Lesson 6

Enterprise ResourcePlanning (ERP) or BusinessManagement System softwareintegrates processes acrossall the departments and divi-sions of your company.Essentially, all businessprocesses tap into a singledatabase. As information ischanged within one businessapplication, other related func-tions and applications areautomatically updated.

A common error among newonline retailers is to adopt theidea of e-commerce in parts.In doing so, they acquire tech-nology management solutionsfrom numerous vendors.Unfortunately, this frequentlyresults in a lack of integrationof the information andprocesses. Without a way toshare the information from thevarious systems, managershave difficulty tracking theinformation necessary formaking informed decisions.Planning for full electronicintegration of your businessprocesses from the outset andmake sure that your softwarecan handle all of the process-es that you will eventually putonline. Then you will haveimproved service for users,more efficient deployment ofnew technology and softwareapplications, better planningand management of costs andoptimization of technologyresource use.

Key Points

Page 80

ERP is sometimes called Business Management System.

• ERP integrates all business processes.

• ERP eliminates redundancy.

• ERP uses a single software architecture.

• ERP can be extended to both suppliers and customers.

• Examples include SAP and Oracle.

Enterprise Resource Planning

Web Site Reference:www.oracle.com/applications/index.html?story.html

Lesson 6

Application ServiceProviders are businesses thatdevelop and customize anintegrated e-business solutionfor your business. The bestASPs develop complete end-to-end Internet applications tofacilitate all of the functionsthat your firm needs. Thesecan be especially useful fortruly unique firms with particu-lar requirements that are notfully addressed by the manypackaged programs avail-able.This service can be usedon a per-use, per transactionor per-month basis, minimizingyour investment in equipmentand software. You don't havethe full cost of ownership orthe cost of in-house support.There is no client upgrading,and data is secured by IT pro-fessionals. The risks involvedwith doing business over theNet might be minimized.

Key Points

Page 81

• Offer development, hosting, integration and customization ofe-business software;

• Provide clients use applications on a per-use, per-transaction or per-month basis; and

• Minimize client investment in infrastructure.

Application Service Providers

Web Site References:www.openair.com/home/

www.elevel.com

Are examples of ASP providers.

Lesson 6

In Lesson 4, when we mentioned that the languageof Web pages is HTML(Hypertext Markup Language).Extensible Markup Languageor XML will be used in the nextgeneration of EDI, essentiallycreating a metamorphosis inthat technology. In traditionalEDI transactions, data ispassed along over VirtualPrivate Networks. Rigid for-mats are required so that thedata can be translated andused. This new language isimportant to EDI applications because it passes data and adescription of the data. Inessence, the translation key ispassed along with the data sothat it can be easily read. XMLwill probably lead to the elimi-nation of many of the high-dollar networks used today inEDI.

Key Points

Page 82

Extensible Markup Language (XML) is changing the nature of EDItransactions.

• XML documents contain data and descriptions of data.

• An example is Microsoft's Biz Talk.

Extensible Markup Language

Web Site References:www.webdeveloper.com/xml/xml_a_look_at_xml.html

Gives a good overview of XML and other Internet "languages" such as HTML and SGML.

www.webdeveloper.com/xml/Offers links to several sites with more extensive XML information:

www.enterprisedev.com/upload/free/features/entdev/1999/12dec99/kb1299/kb1299.aspGives an extensive explanation of XML, using Microsoft's BizTalk as an example.


www.nmtabcs.org


ElectronicPayment


Page 83

Lesson 7

Credit cards are probably themost common way of makingpayments over the Internet.While credit card informationcan be processed over theNet, there are other ways ofhandling the transaction. Asdiscussed in previously, youcan provide customers with atoll-free number for calling in orfaxing in an order. Some host-ing services offer a fax-backservice that allows customersto fill in an online form, whichis then, faxed back to.

Providing at least one off-lineoption is important since oneof the major concerns in e-commerce is the security ofbusiness transactions over theInternet. Consumers, especial-ly those new to e-commerce,often hesitate to transfer per-sonal information, such ascredit card numbers, or evenaddresses and phone num-bers, over the Internet.However, more payments aretaking place online. You needto assure your customers thattheir information is secure.Develop and maintain a dataprivacy policy, and inform visi-tors to your Web site aboutyour policy. You might simplymake a statement, such as"We do not sell or share ourinformation under any circum-stances. Your data will remaincompletely confidential."

Similarly, when you transactbusiness with your suppliers,you want to know that yourinformation is secure and thatit reaches the intended parties.Remember, 75% of commerceon the Internet is business-to-business not retail. By 2003,online transactions are expect-ed to represent 9% of all busi-ness-to-business sales(source: Marketing on theInternet, page 324).

Key Points

Page 84

■ ■ ■

■ ■ ■



e-power

Knowledge

Creation

Inform

Sell

DeliverPayment

Support

Electronic PaymentThis lesson introduces you to the basics of Internet security and toseveral options for making and taking secure payments over the Web.

Lesson 7 Notes

Page 85

SecurityE-commerce uses three major systems for security:

• PKE: Public Key Encryption;

• SSL: the Secure Socket Layer; and

• SET: the Secure Electronic Transaction.

Web Site Reference:www.learnthenet.com/english/html/07secur.htm

For more information.

ObjectivesAfter completing this lesson, you will have a basic under-standing of:

• Public Key Encryption;

• The Secure Socket Layer;

• A Secure Electronic Transaction; and

• Several methods of electronic payment.

Public Key Encryption has four components:

• Plain or clear text - the message to be encrypted

• Ciphertext - encrypted message

• Cryptographic algorithm - mathematical operation, contained in the encryption program, to encrypt or decrypt the message

• Public and Private Keys - the codes used to encrypt and decrypt the message

Lesson 7

Invented in 1977 by threeMIT professors, Public KeyEncryption revolutionized theway sensitive information isexchanged over the Internet.

Encryption, derived from theGreek word for "secret writ-ing," puts your message in asecret code that is virtuallyimpossible to unscramble with-out the key. For an animatedcartoon about how encryptionworks, go to www.learnthenet.com/english/animate/encrypt.html

Public Key Encryption, alsocalled asymmetric encryption,uses two mathematically relat-ed numeric keys to secureInternet messages.

Digital signatures (Digital IDor Digital Certificates) usePublic Key Encryption to pro-vide positive identification ofthe message sender. Theseforms of electronic identifica-tion can be used to verify per-sonal identity and age, signsecure e-mail, or confirm credit card charges. DigitalCertificates also are issued tosoftware companies, enablingthem to provide proof of soft-ware authenticity To obtain aDigital ID, you must provideproof of identity off-line to adigital ID company orCertifying Authority andreceive a coded ID number inreturn. One of the oldest andbest known certifying authori-ties is VeriSign atwww.verisign.com/client/index.html

Book reference:Electronic Commerce, pp.181-191.

Key Points

Page 86

Public Key Encryption

Web Site References:www.learnthenet.com/english/animate/encrypt.html

www.verisign.com/client/index.htmlwww.home.netscape.com/eng/ssl3/ssl-toc.html

To read more about encryption.

Lesson 7 Key Points

The Secure Socket LayerThe Secure Socket Layer (SSL) is a flexible, general-purpose encryption system introduced in 1994 with the first version of Netscape.

Most browsers use theSecure Socket Layer technol-ogy, making it difficult forunauthorized people to viewdata sent between two points.You can tell if the system isenabled by looking for alocked padlock or unbrokenkey on your Internet page.The URL on pages requiringcredit card information willusually change to one begin-ning with https://, with the “s”standing for secure.

Both the vendor's and thecustomer's Web browsersmust use the same securitysystem to exchange informa-tion. However, SSL can beused by all URLs that startwith http, so compatibility isusually not a problem.

Lesson 7Key Points

Page 88

Secure Electronic Transactions• Secure Electronic Transactions (SET) is a single standard established for

secure credit card transactions on the Internet.

• Partners include Visa, Mastercard, Netscape, Microsoft, and Verisign.

■ How can SET benefit you as a consumer and as a business owner?

SET combines encryption, dig-ital certificates, specific contentparameters, and other securetransmission technology toprotect consumers' bank cardinformation worldwide whenthey shop on the Web. Itincreases the security of trans-actions and authenticates theidentity of the card user.

According to JanZimmerman , in Marketing onthe Internet, many softwaredevelopers and electronicsecurity providers are nowimplementing the Set 2.0release. Products that conformto this protocol will display aSET-compliant icon.

Web Site References:www.setco.org/faq_usr.html

www.visa.com/www.mastercard.com/shoponline/set/

www.mastercard.com/shoponline/set/demo.htmlFor SET specifications.

Discussion Items

Lesson 7 Key Points

Page 89

• Electronic payments are safe, if security measures are used correctly.

• There are many electronic payment methods, in addition to credit cards, that provide specific capabilities including:

• e-cash

• e-checks

• e-wallets

• smartcards

■ Which types of Electronic Payment Methods have you encountered in your business and personal life?

Electronic Payment Methods Electronic Cash (e-cash) soft-ware from companies likeCybercash(www.cybercash.com)use the SET protocol to man-age transactions that includereturns and voids. Payment ismade by transmitting numbersfrom one computer to another.The numbers are issued bybanks and represent realmoney. Cybercash requiresthat you have a merchant bankaccount. A demonstration ofhow a consumer might use e-cash can be found atwww.digicash.com/Demo/

• Electronic Checks(e-checks) are encrypted messages that contain allinformation found on a check,and include a digital signature.

• Electronic Wallet, a productof Launchpad Technologies, isfree software that consumersdownload and install on theircomputers. Personal and pay-ment information is storedinside. When consumers wantto make an Internet purchase,they open the e-wallet (clicksthe icon on his/her desktop),enter a password, and dragthe credit card of choice fromthe e-wallet to a check-outform. E-wallet completes theform with the informationstored in the wallet. Seewww.ewallet.com. Microsoft'sversion of e-wallet can befound at www.passport.com

• A Smart Card is a plasticcard embedded with amicrochip. It can store 100times more information than aconventional magnetic stripcredit card. It contains privateuser information, such asfinancial facts, private encryp-tion keys, account information,credit card numbers, andhealth insurance information.The following is a Europeansite that further explains thesmart card concept:www.smartcardclub.co.uk/

Web Site References:www.cybercash.com

www.digicash.com/Demo/www.ewallet.com

www.passport.com www.smartcardclub.co.uk/

Discussion Items

www.nmtabcs.org



After-SalesSupport


Page 91

Lesson 8Notes

Page 92

This lesson addresses the last segment in the traditionalbusiness cycle, after-sales support for your customers. Goodafter-sales customer support is often expensive and time-consuming. Customers want to know how to make the bestuse of products they have purchased. Customer supportsites are visited both before and after purchases by savvycustomers who expect and demand superb customer service.

While valuable for the customer, after-sales support also isvaluable for the business owner. Interacting with customerslets you know (1) who they are; (2) what products and serv-ices they prefer; and (3) what they think about your productsand services. This is the point where the business "cycle"returns to the starting point, giving you valuable knowledgefor further market and product development. You need to tryto provide a level of supporting information to your cus-tomers to turn them into return customers.

The Internet provides some new opportunities and methodsto support your valuable customers. Shifting some of the tra-ditional burden to a company Web site can save money andincrease customer satisfaction.



■ ■ ■

e-power

Knowledge

Creation

Inform

Sell

DeliverPayment

Support

After-Sales Support■ ■ ■

Lesson 8 Notes

Page 93


• Understand the relative advantages of online after-sales support, compared to traditional support;

• Know what kind of documentation you can put online to support your customers well;

• Know how to manage your online customer relationships through profiling your customers, tracking their behaviors, and using active Web pages;

• Understand how to balance online privacy and customerpersonal information; and

• Be familiar with software that will help you support yourcustomers well.

■ How do you currently provide customer support?

Objectives

Discussion Items

Traditional customer support has the following limitations:

• Long waiting times

• Limited accessibility

• Limited information

■ Which of the common problems of traditional customer support have you experienced with your business?

Lesson 8

Companies often require theservices of several employeesto handle routine customersupport, such as answeringthe same or similar questionsrepeatedly, or mailing thesame documents and materi-als on a daily basis.

From the customer per-spective, traditional support methods also have some disadvantages:

• Long waiting time. A cus-tomer may wait for a long time in line (or on the tele-phone line) for help, which typically leads to dissatis-faction.

• Limited Accessibility . Often, a company call center opens in office hours and closes during holidays and after hours.

• Limited Information.Since the talk time between service representative and customers is short, cus-tomers often cannot get full information. They are faced with more waiting when they need to call back for answers to follow-up ques-tions..

Key Points

Page 94

Common Problems

Discussion Items

Lesson 8

There are several ways toelectronically disseminateinformation to support yourproducts. Consider preparingelectronic brochures thatdescribe your products or serv-ices. Have them ready to sendvia e-mail when prospects askfor more information. Preparevalue-added projects, tips, andinstructions related to yourproducts or services and dis-tribute them via your Webpage or e-mail. Publishanswers to Frequently AskedQuestions on your Web page,so that customers can accessthem at any time. Productmanuals can be offered online.You can provide free news-letters for those customerswho are interested in informa-tion about your products andservices.

Compared to traditional doc-umentation, online documen-tation provides several advan-tages:

• Easy Accessibility: Online support, especially online docu-ments like FAQs, are available for round-the-clock access. Customers can access the site toget the answer for the most frequently asked and answered customer service questions with-out waiting for The customer service department to open.

• Lowered Printing Costs: By putting specifications and manu-als online, a company not only encourages customers to take a more active role in finding the needed product information but also shifts the cost of printing and distributing this information from the company to the cus-tomer. Since customers are likelyto print only the materials they need immediately, this practice isenvironmentally sound.

• Increased Efficiency: Newsletters help you communi-cate with customers and promote your new products and services efficiently, because sub-scribers are volunteers and have real interests in what you offer to them.

Key Points

Page 95

Putting the following support documents online saves time and money:

• Brochures

• Instructions and tips

• Frequently Asked Questions (FAQ)

• Manuals

• Newsletters

Advantages include:

• Easy Accessibility

• Lowered Print Costs

• Increased Efficiency

■ List the online e-support documents that would work best for yourbusiness.

e-Support: Online Documentation

Web Site Reference:www.eagleranchpistachios.com

For "Frequently Asked Questions" and "Pistachio Tips."

Discussion Items

Many of the electronic communications tools used to collaborate withcolleagues and suppliers during the product creation phase of thebusiness cycle also can be used to collaborate with your customers:

• E-mail

• Message Boards

• Guest Books

• Newsletters

■ Explain how you could use at least three of the e-communications tools listed above.

Lesson 8

E-mail is a powerful means tocommunicate with and supportyour customers. For instance,you can use e-mail to answercustomer questions, informthem of updated products andservices, and solicit feedback.You may send request formsvia e-mail to ask for post-purchase use information. Sendmass customized e-mail messages, if you have a largecustomer base and similar contents to be sent.

Message boards are idealplaces for your customers todiscuss and exchange opinionsand information about yourproducts and services.Consumers can provide usefulinformation derived from theirown experience with your prod-ucts. In most cases, problemsand concerns can be resolvedamong customers themselves.A message board on your Website also is a good place for youto communicate with your cus-tomers by answering theirquestions instantly, offering tipsand updating information.

A Guest Book on your Website provides an opportunity tolet your site visitors and onlinecustomers leave their sugges-tions, questions, and com-plaints. This information candramatically help you improveservice quality.

Key Points

Page 96

e-Support: Using the e-Communications tools

Discussion Items

Lesson 8 Key Points

Page 97

• Develop customer profiles

• Track customer Web site use

• Survey customers online

• Register products online

■ How could your business benefit from tracking visitors to your Website?

Online Customer ResourceManagement

In Lesson 5, CustomerRelationship Management(CRM) software was discussedas a tool for maintaining a uni-fied customer database toassist your sales staff. Trackingor profiling your customersusing CRM also will help youprovide good service and sup-port.

A customer profile is simply acollection of data about a par-ticular customer. It can includeinformation about customerpreferences, product use orproblems. With this type ofinformation, you may follow upperiodically after sales.

One way to develop usefulcustomer profiles is to moni-tor visits to your Web page.You can track which sites yourcustomers visited prior to andafter your site. You might offersuggestions or links to Websites that would give your cus-tomers additional informationabout topics related to yourproducts or services.

Another way to add informa-tion to your customer databaseis to ask for feedback throughonline surveys. Consumers canrespond to online surveys attheir convenience. Anotherbenefit is that the cost of onlinesurveys is very inexpensivecompared to traditional meth-ods. You can post the surveyon news groups, forums, ormailing lists in which you par-ticipate regularly and publishthe results when you're done,providing service for customersand potential customers.

Lastly, you can gather informa-tion through online product registration.

Web Site Reference:www.extreme-dm.com/tracking

Discussion Items

• A cookie is a chunk of information that is passed from one computer to another with the expectation that the receiver will store the chunk and send it back in the future.

• Cookie information logged on your server can be retrieved and analyzed.

• Cookies can help you develop customized messages and evencustomized Web pages.

■ Explain how you could use cookies in your e-business.

Lesson 8

Cookies can be used to ana-lyze user activity and to cus-tomize a user's experience.• How many people who visited

our Web site last month havevisited this month?

• How many people who saw our special promotional page came back when the product was released?

This is done by assigning each visitor to your site a unique code or a code thatputs them in a group. If we logthat cookie, then we can ana-lyze user activity to gaininsight into the usage patternsof groups and/or individuals.Once you understand the pref-erences of particular customersor groups of customers, youcan develop custom messages for them, such as notices of special sales or resolutions to problems they have encoun-tered related to your busi-ness. Cookie information also allows you to customize your Web page for individual visi-tors. These "active" or "dynamic" Web pages are shaped by prior user requests.

Note: Consumers who don'twant to be tracked can opt notto accept cookies on theirbrowsers. To control cookieswhen using Internet Explorer,select Internet Options underthe Tools menu. Now click theSecurity tab and then click theCustom Level button. Scrolldown the list until you see thecookie choices and make theappropriate selection by click-ing the boxes. With NetscapeNavigator, click on Preferencesunder the Edit menu, thenclick on Advanced. You cannow choose whether to acceptor reject all cookies, or to bewarned before a cookie isplaced on your computer (fromwww.learnthenet.com/english/htm/08privi.htm).

Key Points

Page 98

Electronic Cookies

Web Site References:www.amazon.com

www.learnthenet.com/english/htm/08privi.htm/

Discussion Items

Lesson 8

To service your customerswell, you definitely want acomprehensive profile of yourcustomers and their activities.On the other hand, most cus-tomers are hesitant to disclosetheir personal informationunless necessary. Thus, it isextremely important to balancecustomer service and cus-tomer privacy when you con-duct online business. A strictprivacy policy will reassureyour customers and protectyourself.

Business ethics dictate thatyou never sell or disclose pri-vate information to a third partywithout a customer's permis-sion. That is the default agree-ment when a consumer agreesto a purchase. You may askcustomers to check a box thatgives you permission to distrib-ute their names and addressesto companies who produceproducts that may be of inter-est to them.

Key Points

Page 99

Personal information that you collect includes:

• Demographics

• Addresses

• Financial Information

You need to assure your customers that you won't distribute any personal information without their permission

■ What measures can you take with your small business to ensure privacy for your customers?

Online Privacy Policies

Web Site Reference:www.coyotesgame.com

Discussion Items

Lesson 8Notes

Page 100

e-power

Knowledge

Creation

Inform

Sell

DeliverPayment

Support

www.nmtabcs.org


Glossary


The

ABCs of

e-Business

Page 101

T-ABCs GlossaryNotes

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Affiliate Programs: Marketing strategy whereby one Web siteincludes descriptions about products sold, and links to another site. Ifa sale is made by a visitor from the link on the “affiliate” site, the sell-ing site then pays a commission on the sale to the “affiliate” site.

ASP (Application Service Provider): Through outsourcing,ASPscontrol and distribute software and information services for a busi-ness to its customers.

Asynchronous: Communication where the information does nothave to be transferred according to any steady patterns.All partiesare allowed to communicate when they wish without having to followa certain protocol for when and in what order information must betransferred.

Auction: Online auctions allow C2C transactions, with customersplacing bids to obtain certain objects.Visit www.ebay.com for anexample of an online auction service.

B2B: Interaction from one business to another business.

B2C: Interaction from a business to a customer.

Banner advertisement: Standard, rectangular Web advertisementthat links to another site.

Bot: Short for robot.A program that runs automatically withouthuman intervention.

Broadband Service: Allows data transmission using multiple signalsor channels at the same time.

Browser (Web browser): Software used to find and view Webpages on the World Wide Web.

C2B: Interaction from a customer to a business.

C2C: Interaction from one customer to another customer.

Chat: Real-time communication between two or more people con-nected to the Internet.

Computer-mediated networks: Electronically linked devices thatcommunicate interactively over network channels.

T-ABCs Glossary Notes

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Cookies: Bits of information about Web site visitors created by Websites and stored on client computers.

Crawler: A program used in search engines to locate sites related toa specific keyword.

CRM (Customer Relationship Management): CRM describes thetypes of and strategies for interaction that a company or organizationhas with its customers.

Digital divide: The gap between the technological “haves” and “have-nots.”

Digital ID/Signature or Digital Certificates: An attachment to ane-mail message or data embedded in a Web page that verifies the iden-tity of a sender or Web site.

Directories: Narrow a search by organizing pages into hierarchicalcategories.

Domain: The alphabetic name for the IP address of a Web site.Domain also refers to a group of computers or a network controlledas a single online unit.

Dynamic page: A Web page thats contains content that is shaped bya program in response to a user request.

E-cash: Electronic cash consists of transmitted numbers from onebank to another that represent real money.

E-checks: Encrypted messages that contain all information found on acheck and include a digital signature.

Electronic business (e-business): Any process that a business con-ducts over a computer-mediated network.

Electronic commerce (e-commerce): Any transaction completedover a computer mediated network that involves the transfer of own-ership or rights to use goods or services.

Electronic Data Interchange (EDI): The computer-to-computerexchange of business documents using standard formats that are widely recognized both nationally and internationally.

Electronic Telecommunication (ET): Distance communicationusing electronic means, such as computers connected to the WorldWide Web.


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E-mail (e-mail): Short for electronic mail. E-mail involves transmit-ting messages over communications networks like the Internet.

Encryption: The coding of information using a mathematical-basedprogram and secret key. It makes a message illegible to casualobservers, those without the decoding key.

ERP (Enterprise Resource Planning): ERP is used to manage allaspects of a business, from planning to delivery.

E-tailing: Online retailing.

E-wallets: Software that works like a physical wallet during e-commerce transactions.Wallets can hold a user’s payment informa-tion, digital identification information, and shipping information.

Extranet: A network system that extends a company’s intranet andallows it to connect with the networks of business partners or otherdesignated associates.

FAQ: Answers to frequently asked questions.

FTP (File Transfer Protocol): The standard method for sharingand sending files on the Internet.

Groupware: Software that allows collaboration among groups ofusers.

Guest Book: A place for customers to sign in and leave suggestions,questions, and complaints. It also is a good way of collect informationabout your target market.

Home page: The first document or Web page users view when theyenter a Web site.

HTML: Hypertext markup language.The language of the Internet, itcontains codes attached to text that describe text elements and theirrelation to one another.

HTTP (Hyper Text Transfer Protocol): The protocol used on theWeb to transfer and format messages and Web pages for viewing.

Incremental e-Business: Refers to levels of functioning in thee-business hierarchy, including access, static, interactive, transactionaland integrative.

T-ABCs Glossary Notes

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Instant Messaging: Real-time, private communication between twoor more individuals.This online interaction is usually through a pro-gram like AOL Instant Messanger or ICQ, although there are manyothers and no standard instant messaging service that can be useduniformly.

Internet: A global network connecting millions of computers.

Internet Service Provider (ISP): Internet access provider.

Intranet: An interconnected network of computers operated withina single company or organization.

IP (Internet Protocol): The method of formatting and addressingdata to be transferred.

IT (Information Technology): All aspects of managing and process-ing information. Used especially in reference to computer-based management.

Keyword: A word or short phrase with a specified meaning that isused as a reference or search tool. This word is linked to and identi-fies certain documents or aspects of a document.

Link: A reference to another Web page or Web site.

Listserver: Software that manages mailing lists on mailing list servers.

Message Board: A place for your customers to discuss andexchange their opinions and information on your products and services.

Meta Search Tool: A tool that searches in search engines.

Network: Two or more computer systems linked together to allowaccess to each other.

Newsgroups: Virtual communities of people who discuss a sharedinterest on the internet.

Online: Being electronically connected to the internet.

Personal computer or PC: In general, any personal computerbased on an Intel-compatible microprocessor.


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PKE (Public Key Encryption): The encoding of messages usingtwo mathematically related but distinct numeric keys.

PKI (Public Key Infrastructure): Digital certification designed toensure both parties’ identities and protect their information in anonline transaction.

Portal: A Web site or service that offers a broad array of resourcesand services, such as e-mail, forums, search engines, and online shop-ping malls.

Real-time: Instantaneous or very quick response to communication,without any noticeable delay.

Sales Force Automation (SFA): Provides sales staff the ability totap into “real-time” information from remote locations.

Search engine: A program that searches documents for specifiedkeywords and returns a list of the documents where the keywordswere found.

Secure Electronic Transactions (SET): Combines encryption,digital certification, specific content parameters, and other securetransmission technology to protect consumers’ bankcard informationwhen they shop on the Web.

Secure Socket Layer (SSL): A protocol for transmitting privateinformation securely over the Internet.

Smartcard: A plastic card embedded with a microchip. It storesprivate user information like financial facts, encryption keys, accountinformation, credit card numbers, and health information.

Spider: A program that automatically fetches Web pages.Also calleda Web crawler.

Static page: A Web page that displays unchanging informationretrieved from disk.

Synchronous: A way to transfer information at specified, regulartimes.

Teleliteracy: Providing knowledge as to the use and role oftelecommunications in the electronic age, especially the Internet andWeb-based resources and capabilities.

Notes

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URL (Uniform Resource Locator): The standard protocol andtranscription for the addresses of Web pages, documents, and otherfiles available on the Web.

Virtual mall: A collection of stores brought together online to cre-ate an electronic mall.

Virtual reality: Computer-mediated method for interacting with athree-dimensional environment.

Virtual Storefront: The electronic “starting-point” for shoppingelectronically at a specific store or company.

Vortal: A Vertical Industry Portal is a portal Web site that providesinformation and resources for a particular industry.

VPN (Virtual Private Network): A secure network constructedthrough the Internet that only allows access to a specified group ofusers.

Webmaster: A person who manages and updates a Web site.

Web page: A document on the World Wide Web.

Web site: A location or site on the World Wide Web, controlled byan individual, company or organization.

Whiteboard: A whiteboard is a blank area on a monitor or displaythat several participants can write on when telecommuncating.

WWW: World Wide Web.The subset of Internet computers thatconnects computers and their contents in a specific way, allowing foreasy data sharing using a standard interface.

XML (Extensible Markup Language): Used by webmasters tocustomize their sites to format data and data management to the indi-vidual specifications desired by the company or business.This can befor internal use, within the business, or for interaction between thebusiness and other business and organizations.

Sources:Webopedia (http://www.webopedia.com)

Merriam-Webster’s Collegiate Dictionary (http://www.m-w.com/dictionary)

Techdictionary (http://www.techdictionary.com)

T-ABCs Glossary

POSSIBLE STARTING POINTShttp://www.virtualfreesites.com/internet.tours.htmlA cool place to start. Helpful stops include travel,jobs, health and weather. You can do a search forpeople, an e-mail address, phone number or busi-ness. Useful tools include calculators, calendars,dictionaries, encyclopedias and maps.

www.colapublib.org/explore/begin.htmlCharlotte’s Guide to the Web, organized by MaryRice, Head of Children’s Services,WaterfordTownship Public Library. Covers all the beginner’sbases.

www.fingetek.com/newbies.htmNewbies are just people who are new to theInternet. This site was designed to help you learnsome basics and get some experience so you willno longer be a Newbie. Has a glossary of terms andother good beginner resources.

www.luc.edu/libraries/Webguides.htmlStart here to find tutorials on using e-mail and theWorld Wide Web, creating your own Websites andmore, including electronic journals and the historyof the Internet.

www.co.fairfax.va.us/library/internet/using.htmThis site features a Web tour designed by theFairfax County, Virginia libraries. Starts with basicinstruction on using a mouse and a browser toview Web pages. Follow the easy step-by-stepguide by just following the arrows.

www.learnthenet.comMultilingual guide and tutorial explores the basics ofthe Web, such as e-mail or newsgroups, as well asadvanced topics, such as conferencing.

http://vlib.org/Overview.htmlThe VL is the oldest catalog of the Web.Although itisn’t the biggest index of the Web, the VL pages arewidely recognized as being among the highest-quali-ty guides to particular sections of the Web. Overallthis is a great Web site. You can find anything in anycategory. Agriculture, Education, Law, Science,Health, etc. If it is not on the immediate list, scrollto the bottom and search the www VL.

HEALTH SITESwww.cdc.gov Centers for Disease Control and Prevention: Inaddition to offering general information, this pagehas links to health topics from A to Z.

www.ama-assn.orgMaintained by the American Medical Association.Find information about doctors.

www.healthgrades.comThis site grades hospitals on a one- to five-starbasis.

www.hospicefoundation.org/National Hospice Foundation: Provides questions,answers and resources about dealing with bereave-ment.

www.modimes.org/March of Dimes Birth Defects Foundation.

http://tricare.osd.mil/US Department of Defense, Military Health System

(of interest to active duty and retired military):Provides the latest information on TRICARE. Whatit is, who is eligible, how to make claims, etc.

www.healthfinder.govService provided by the US Department of Healthand Human Services with links to numerous healthsites. The Medical Library Association selectedHealthfinder as a “Top 10” site.

www.NewsRx.comThis site tracks global health news.“World’s largestproducer of weekly health information” (Source:New York Times News Service and based on quan-tity of content produced and distributed in weeklyhealth periodicals.)

www.skali.com.my/healthAsk the consultant. Skali works as a home page.You can place the complete health search section asa portal.

www.all-natural.comNatural Health and Longevity Resource Center:Covers the latest in natural health and alternativemedicine.

www.health.state.nm.us This site has been created to provide you with themost accurate, complete and recent informationfrom the New Mexico Department of Health.

www.nmsu.edu/~bho/The Border Health Office (BHO) is a componentoffice of District III, Public Health Division, and theNew Mexico Department of Health.

COOKING SITES

www.creativecomputing1.com/cooking/kitchen.htmIncludes more than 800 recipes. Cooking tips andtricks, kid’s cooking, cooking forums, shopping, cookbook nook and more.

www.outlawcook.com/Richard Olney – Learn about some unusual … andunusually good cook books and find a few choicerecipes to add to your file box.

www.goodcooking.com/index.htmPoints you to recipes, cooking and nutrition infor-mation, consumer information, culinary schools, andinformation about wine, travel and more.

www.unclebens.comHundreds of recipes that include rice. Many arequick and easy. You can select the type of meal,how long it will take to make it, and the type offood.

www.bettycrocker.com/Betty Crocker offers a broad selection of mealplanning and recipe ideas with menu suggestionsand special occasion tips.

www.topsecretrecipes.comThis site presents recipes from some of yourfavorite dining establishments and companies. Forexample,The Hard Rock Café’s tupelo style chickenor Mrs. Field’s chocolate chip cookies. Fun site!

CATTLE AUCTION SITESwww.winterlivestock.com/Winter Livestock is one of the largest independentlivestock auctions in the United States.www.cattletoday.com/Great site for your own portal. Keeps you up-to-date on news, has e-mail, etc.

www.wvmcattle.com/A commercial source offering several different cat-tle marketing options, including video marketing,Internet marketing and live sales.

www.ftpierrelivestock.comFort Pierre Livestock Auction, Inc. South Dakota’s#1 Cattle Livestock Auction! Has a link to otheragriculture-related sites. Complete yearly calendarof all upcoming auctions and a description of whattypes of cattle will be for sale.

www.showline.net/nmcattle/htmNM Cattle Growers’ message board, beef chat,sheep chat, swine chat, market news, weather, classi-fied, cartoon, 4-H pages, FFA pages, and contests.

NEWS SITESwww.cnn.com/Offers current international and national news fromthe Cable News Network, with links to CNNfn andCNNSI for financial and sports news, respectively.

www.usatoday.com/USA Today offers current international and nationalnews.

www.cbs.comThis is the entertainment portion of CBS’s Website. It offers links to news, sports and other net-work programming. To link directly to CBS news,try http://cbsnews.com

www.msnbc.comNational and international news. You can personal-ize this site with your zip code to get local news.Get stock quotes and company news. Find links toother NBC news magazines as well as sites thatcoverbusiness, sports, health, travel, and weather.

www.abc.comThis is the entertainment portion of ABC’s Website. It offers links to news, sports and other net-work programming. To link directly to ABC news,try http://abcnews.go.com

TRAVEL SITES

www.travelpage.com/Offers travel information about destinations, hotels,resorts, cruises, airlines, online reservations,late-breaking news and weather, and links to thou-sands of travel sites.

www.mapquest.com/View detailed, interactive maps of major cities withspecial focus on North America. Zoom in onstreets, icons or broader regions.

www.travelocity.com/Be your own travel agent. Book your own vacationfrom the airlines to the rental cars and the cruiseships.

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URL Reference Guide

NEW MEXICO GOVERNMENT SITES

The best way to find a particular New Mexico gov-ernment Web Site is to go to:www.state.nm.us Provides links to many of the government Webpages as well as a New Mexico state search engine.

FEDERAL GOVERNMENT

SITESwww.lib.lsu.edu/gov/fedgov.htmlOffers a directory of all federal government agen-cies (with links). Viewed a particular branch of gov-ernment or look at the entire directory.

www.fedworld.gov/This site is a portal to US government Web sites.Takes time to find what you want.

SENIOR CITIZENS

www.hhs.gov/topcis/aging.htmlThe US Department of Health and Human ServicesWeb page on aging. Also has links to sites concern-ing health.

www.aarp.orgAARP’s official Web site. Provides links to topicsranging from computers and legislative issues to vol-unteering. Great place for seniors to get started find-ing information on the Web.

www.seniornet.comRegister free and participate in discussions aboutmore than 350 topic areas. Seniornet is a nonprof-it group that teaches computer skills to olderAmericans. Include links to information about thelatest technology, how to defer your taxes legallyand how to invest online.

www.senior.comSign up for free e-mail service and build your ownWeb page. Includes chat rooms, forums, e-mail andclubs. Find information about faith, health, insur-ance, money andnews.

www.badsoftware.comLearn more about getting your money’s worthwhen buying computer software.

www.consumerreports.orgCheck on e-commerce sites.

www.safeshopping.orgTo help you shop online. Created by the AmericanBar Association.

www.ftc.govFederal Trade Commission. Report violations of pri-vacy policy, fraud or other problems.

For information on financial planning, try the follow-ing Websites:

www.aarp.scudder.comwww.quicken.comwww.onmoney.comwww.financialengines.comwww.adviceamerica.comwww.financenter.comFor more Web sites from Alan Murray’s book, TheWealth of Choices: How the New Economy Puts Powerin Your Hands and Money in Your Pocket, visitwww.wealthofchoices.wsj.com

YOUTHwww.ajkids.comFrom the Webpage “Ask Jeeves for Kids(tm),” this isa fast and easy way to find answers to questions.Ask Jeeves for Kids allows you to ask a question inplain English and, after interacting with you to con-firm the question, Ask Jeeves for Kids takes you toone and only one Website that answers your ques-tion.www.yahooligans.comGood site for kids and parents. Has links to recom-mendations for Net safety for kids. Also links to sci-ence, nature, language arts, math, sports, arts andentertainment and travel, etc. Provides chat roomsfor kids.

www.searchopolis.comDivided into elementary, middle school and highschool levels. Lets kids search/explore the Webbased on academic subject. Provides links to refer-ence materials.

www.learnthenet.com/english/html/10kids.htmGives parents tips for ensuring the safety of chil-dren who use the Internet.

OTHER INTERESTING SITES

www.time.gov/ Get the official time and stroll through some inter-esting exhibits on calendars, watches, and time-keeping.

www.westegg.com/inflation/ The Inflation Calculator:Type in a dollar amountand a year and find out how much that sameamount of money is worth today.

www1.bluemountains.comSend free electronic greeting cards for any and alloccasions.

SITES ON THE IMPORTANCE

OF GETTING CONNECTEDwww.connectnm.org/Connect New Mexico (CNM) is an association ofrepresentatives from the telecommunications,broadcast, computer and Internet industries work-ing together with a shared goal of leveraging NewMexico resources for information and networktechnology.

www.connectnm.org/map/allcom.html Check this site for telecommunications systems inNew Mexico.

www.digitaldividenetwork.org/Digital Divide Network: Sponsored by the BentonFoundation, this site is dedicated to informationabout the digital divide and its elimination.

www.digitaldivide.gov/#newsletterClosing the Digital Divide: A clearinghouse of infor-mation about the federal administration's programsto close the digital divide.

www.ntia.doc.gov/National Telecommunications and InformationAdministration, US Department of Commerce.

www.ngi.org/Center for Next Generation Internet: Looks atforthcoming developments in the Internet andInternet applications.

E-BUSINESS &

E-COMMERCE SITEShttp://ecommerce.internet.com/Internet.com's Electronic Commerce Guide: Asource of information about electronic commerce

www.ilr.cornell.edu/library/reference/guides/ecommerce/Catherwood Library: Guide to E-Commerce:Designed as a beginner's introduction to e-com-merce, providing links to a broad array ofresources.

www.ebusinessforum.com/Welcome to the ebusinessforum: Sponsored by thesame group that publishes the Economist newspaper.Provide insight and analysis into successful strate-gies for the global digital economy.

www.becrc.org/index.htmlE-commerce Resource Center, ECRC Bremerton,WA: Provides a wide range of e-commerce andInternet resources at beginner and expert levels.

www.tpeditor.com/tponline.htmTelecommunications Policy - Journal: The onlineextension of a journal on policy and knowledgeinfrastructure development, management and regu-lation.

http://ext.msstate.edu/srdc/E-Team/index.htmlE-Team: A national land-grant university designteam organized to promote education on electronicbusiness issues.

E-GOVERNMENT SITES

www.ntia.doc.gov/National Telecommunications and InformationAdministration, US Department of Commerce.

www.digitalgovt.com/Center for Digital Government: Provides govern-ment and industry leaders with services to helpthem with issues surrounding electronic govern-ment.

www.ieg.ibm.com/IBM-Electronic Communities-Government: Home ofthe Institute for Electronic Government, founded byIBM in 1995.

www.fcw.com/Civic.com: Provides information about the use ofinformation technology in government.

OTHERwww.learnethenet.com Multilingual guide and tutorial explores the basics ofthe Web, such as e-mail or newsgroups, as well asadvanced topics, such as conferencing.

www.nmusa.com/nmisps/nmcounty.htmNew Mexico Internet Providers listed by county.

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URL Reference Guide

EVALUATION FORM

The ABCs of e-Business

Date:____________________________

1. I represent:___a small business___a large business___education___government___other(_______).

Please rate the following workshop components on a scale of 1-5, with 1 representing Dissatisfied and 5 representing satisfied.

Dissatisfied Satisfied2. Did this workshop meet your expections? 1 2 3 4 5

3. Content of this workshop: 1 2 3 4 5

4. Organization of this workshop: 1 2 3 4 5

5. Instructor's pace/delivery: 1 2 3 4 5

6. Opportunity for audience participation: 1 2 3 4 5

7. What did you like most about the workshop?_______________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

8. What did you like least about the workshop?_______________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

9. What suggestions would you give to make this workshop better?_______________________________

____________________________________________________________________________________

____________________________________________________________________________________

10. Did you learn anything that will help you improve a business process when you return to your busi-ness? Please explain.___________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

T-ABCsBox 30003, MSC 3AE

New Mexico State UniversityLas Cruces, NM 88003

www.nmtabcs.org

New Mexico State University is an equal opportunity/affirmative action employer and educator. NMSU and the U.S. Department of Agriculture cooperating.

Program copyright: © 2001, NMSU Board of Regents. Package design and summary: © 2001 NMSU Board of Regents.

All rights reserved. Leading Object is a trademark of New Mexico State University’s Cooperative Extension Service.

Permission will be granted for reproduction of these materials for educational purposes only.To obtain permission contact TABCs at [email protected].

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