| One of the biggest challenges for setting up business | | | | For many consumers and end-users in South Africa |
| on the internet today is not only to construct an | | | | the Internet is still an expensive way to search for |
| eye-catching website or offer online trading, but to | | | | information or to shop online. The insecurities of |
| ultimately find synergy between products, services, | | | | online fraud and security vulnerabilities still prevent |
| traditional business systems and a value-added online | | | | people from taking advantage of the complete online |
| experience for your customers. A value-added | | | | experience. Customers should experience your |
| experience is created by focusing on real customer | | | | website as a natural extension of your business and |
| needs and not just only on the application of cutting | | | | you are responsible for providing a secure browsing |
| edge computer technology or Internet infrastructure. | | | | environment with dynamic information and interactive |
| It is a basic requirement that technology and | | | | content which will motivate them to return to your |
| infrastructure should be used as the platform for any | | | | website. Never provide visitors with outdated |
| online business environment. Parallel to the importance | | | | information, old price lists or unnecessary clutter. |
| of deploying effective technology is the | | | | It is very challenging to create an effective online |
| understanding of the entrepreneur of how a website | | | | business presence without any brand and promotional |
| will create and maintain the interest of the visitor. | | | | planning. Customer confidence in visiting a website will |
| Shortly after the Millennium many websites lost their | | | | start with their traditional and off-line experiences in |
| novelty appeal and failed due to the inexperience of | | | | dealing with you and other members of your |
| the entrepreneurs who planned and hosted them. Not | | | | business. Customers need to be made aware of your |
| that there was anything wrong with the esthetics or | | | | website and it's web address should at all times be |
| the functionality of the websites. One of the main | | | | exposed on your corporate stationary, packaging and |
| reasons for failure was the lack of proper market | | | | products. Regular communication through electronic |
| and customer knowledge. The best available | | | | mail and electronic newsletters should be used to |
| technology was used to build world-class websites | | | | direct customers to your website. Do not send |
| just to fail a year or two after being hosted on the | | | | electronic mail and newsletters to non-customers |
| Internet. Poor market research and over optimistic | | | | without their consent. This will be regarded as Spam |
| sales forecasts clearly lead to the now well-known | | | | and may have a negative impact on visitors going to |
| "dotcom" crash. Many an entrepreneur learned the | | | | the website. |
| hard way that good ideas alone do not create | | | | The more positive the off-line experience with your |
| long-term sustainable revenue streams on the | | | | business the more likely the customer will visit your |
| Internet. | | | | website and return to read, download product |
| Hosting and building a website should be part of the | | | | information or submit requests that will be delivered |
| strategic planning process of any business attempting | | | | on time, every time. An important success factor for |
| to host a website. This should only happen after | | | | increasing and maintaining a high visitor rating is the |
| evaluating whether the website is a definite | | | | continuous search for ways to streamline and offer |
| requirement to enhance customer satisfaction. | | | | on-line interactivities to customers. This does not only |
| E-commerce is a management and business function | | | | lie in the deployment of computer technology and |
| that should be looked at with the same vigilance as | | | | Internet infrastructure, but in the extent that you |
| any other marketing, sales or production function | | | | know and research your customer profiles, |
| inside the business. E-commerce should ultimately be | | | | requirements and markets. |
| integrated as a business process and not be looked | | | | Any e-commerce development should form part of |
| at as merely an Information Technology function that | | | | your business only after proper research and |
| is separately managed by IT professionals or outside | | | | extensive feasibility study. Failing to implement |
| consultants. Even if you decide to outsource the | | | | e-commerce through strategic planning across |
| development of your website it is your responsibility | | | | business functions could result in an eye-catching |
| to facilitate a dynamic online experience and | | | | website without real value for your customers. |
| customer relationship management. | | | | |