How to use the Internet for business

Checklist

1. 1 Familiarise yourself how your industry is represented on the Internet; ask customers, suppliers and other contacts how they are using it; look at their and your competitors' websites.
2. 2 Review the audience you communicate with and market to: their interests, preferences and Internet habits.
3. 3 Use email to improve communication with your customers and suppliers.
4. 4 Make the Internet part of your market-research process, seeking useful information on customers, suppliers, technologies, markets, pricing.
5. 5 Research how a website or online advertising would help your marketing.
6. 6 Develop a robust e-commerce strategy.
7. 7 Consider whether your product or service is suitable for direct sales over the Internet, and investigate payment options.
8. 8 If setting up an online shop, apply for merchant status for accepting credit and debit card transactions.
9. 9 Investigate how a website could improve the support and service you offer to customers (eg delivery times, detailing product and price lists, frequently asked questions and local suppliers).
10. 10 Assess your technical requirements; use consultants as necessary
11. 11 Assess costs: hardware, software, consultancy and hidden expenses such as employee training and website maintenance.
12. 12 Assess and control risks, for example, data security, viruses, and technical problems.
13. 13 Choose an Internet service provider (ISP) that offers what you need, with good-quality service at a competitive price.
14. 14 Involve employees; set clear policies on how the Internet should be used, give them training and support, and encourage suggestions.
15. 15 Ensure you are aware of the legal issues: for example, consumer protection, advertising and selling regulations, copyright, data protection and libel laws.
16. 16 Continually review the effectiveness of your Internet activities; keep up to date with new technologies and opportunities.

Cardinal rules