Small Business School
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Building Your Busines on the Internet
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Overview Transcript Case Study Video
San Diego's near perfect weather creates a certain optimism within the hearts and minds of the population.
Through the web you can communicate with the world and be virtually anyplace in the world. What do you have to say? What do you want to sell? Hattie grew up in San Diego and believes everybody has a gift to create something of value. Her gift is her optimism which is deeply San Diego!
Small Business School
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Internet Basics: Build Your Brand
Small Business School

Opening the show

1

HATTIE: Hi. I'm Hattie Bryant. What do millions of small businesses have in common? They came early to the Internet and, as a result, there are lessons to be learned from their experience.

In fact, we believe there are four good reasons to use the Web to build your business, and we'll look into each of these in the next few minutes.

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Internet Basics
1. Andy Murstein of Medallion Financial in New York City on Small Business School Stay in touch
2. Get Multiple URLs. Protect yourself.
"B" for Build your brand
» Andy Murstein of Medallion Financial in New York City on Small Business School Use pictures. Show your personality.
» Do the basics and be tasteful.
» Create an infrastructure for growth
» Brand within your industry
"U" for Uncover leads
» Andy Murstein of Medallion Financial in New York City on Small Business School Give visitors a reason to email you
» Form strategic alliances. Drive traffic.
» Establish an email response strategy.
"i" at the center of the word, BUiLD, of course, stands for the Internet as today's gateway for information, intelligence, insight...
"L" for Land sales from your web site
» Andy Murstein of Medallion Financial in New York City on Small Business School Invite customers to create content.
» Don't try to sell "white toilets".
» Feed the entire supply chain on your site.
"D" for Drive your business with e-tools
» Andy Murstein of Medallion Financial in New York City on Small Business School Invest now or be left further behind.
» Strive for paperless transactions.
» Incorporate basic business functions.
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First, here's just one business that's using the Internet successfully to win over customers. (Voiceover) In San Diego, where I live, a single-location restaurant with a small menu and just 10 tables is using e-mail to invite its customers to come back.

About once a month, a message comes from the Adams Street Grill, telling us they have a new dish or a new employee or they are now taking special orders for their double chocolate ooey-gooey, artery-clogger cake.

If you e-mail or call in an order, you can pick up your cake in 24 hours.

Is this working? Yes.

Do we go more often now? Yes.

Is the owner-chef developing a relationship with us, unlike ones we have with other restaurants we frequent? Yes.

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Get Multiple URLs. Protect yourself.

1b

(Voiceover) First, you have to have an address; not a street address, but a Web address, and your address is important.

A case in point: For 27 years, Zubi Advertising Agency had built its name and reputation in the Hispanic market. But it was slow getting a Web address. When it tried to register zubiadvertising.com, it turned out an 18-year-old already took it and wanted $500,000 for the name. (Voiceover) Zubi refused to pay and is using another name, zubiad.com.

So register your name.

Our company has registered Smallbusinesschool.org, but we've also registered other names for other parts of the business we may want to use later.

If your name is taken, think about using a word that your customers will connect to you easily. (Voiceover) It's hard to forget Yahoo! or Amazon.com. And don't publish your e-mail address @aol.com. This is a terrible address for a business. (Voiceover) You have to have yourname@yourbusiness.com.

Editor's note: AOL is becoming a family portal, not a landing place for a business. It is a great place for kids and games. At one time it had a strong reputation for cyber-sex (chat rooms) that it seems to be slowing pushing into the background.

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