Three Clicks Away : Advice from the Trenches of ECommerce

by Michael Drapkin; Jon Lowy; Daniel Marovitz

• ISBN13: 9780471396826
• ISBN10: 0471396826
• Format: Hardcover
• Copyright: 2001-04-01
• Publisher: Wiley

Summary

On the Web, you should never be more than 3 clicks away from the information you need 3 Clicks Away delivers the collective experience of three distinguished Internet strategists who have led e-commerce initiatives for such notable firms as Gateway, Dow Jones, iVillage, Nickelodeon, and Casio. This book is a tactical guide that demonstrates how to develop e-commerce strategy, revamp the organization so that it can support e-commerce initiatives, and manage complex multidisciplinary projects. 3 Clicks Away provides the solutions and tools executives and managers need to successfully launch and maintain e-commerce sites. It provides critical information on organizational, financial, and project management tactics.

Author Biography

MICHAEL DRAPKIN is the founder and Principal of Drapkin Technology Corp., a business technology and e-commerce consultancy with clients that include Reader&#146;s Digest, Banker&#146;s Trust, United Parcel Service, IBM, and Mt. Sinai Hospital, among others. Drapkin has previously published two books.<BR>

Table of Contents

Foreword	ix
Introduction	xi
Section I Strategy
Formulating an Online Strategy	3	(8)
Get a Strategy	3	(1)
Process Improvement	4	(3)
Electrification	7	(1)
New Paradigms	8	(1)
Generate Value	8	(3)
Understanding the Web Landscape	11	(53)
A Brief History of the Internet	11	(3)
Content Publishing	14	(5)
Shopping	19	(9)
Communities	28	(4)
Portals	32	(5)
B2B, B2C, B2---Who Cares?!?	37	(3)
Financial Services	40	(3)
Exchanges and Markets	43	(3)
ASPs	46	(2)
ISPs	48	(9)
XXX on the WWW	57	(3)
Internet-Enabled Mobile Devices and WAP	60	(4)
Advertising on the Web	64	(13)
The Banner Ad	64	(2)
Other Types of Ads	66	(1)
Tracking	67	(3)
Barter Advertising	70	(1)
How Web Media Are Bought	71	(6)
Section II Organization
Staffing	77	(19)
Classic Culture Clashes	77	(3)
Recruiting	80	(9)
Consultants	89	(3)
Compensation and Equity	92	(4)
Web Roles	96	(38)
Information Architecture, User Interface, and Usability	96	(6)
Programming and Development	102	(3)
Architecture	105	(2)
Operations	107	(3)
Legal	110	(12)
Quality Assurance	122	(2)
Producers and Project Managers	124	(2)
Senior Management	126	(8)
Starting a Start-Up	134	(14)
Why Start-Ups Succeed and Why They Fail	134	(1)
Checklist for Web Success	134	(2)
Business Planning and Funding	136	(7)
Looking for Liquidity Events	143	(3)
The Nouveau Riche: How to Spend the Money Once You've Got It	146	(2)
Growing Your E-commerce Organization	148	(14)
P&L Responsibility and Channel Conflict	148	(3)
Reporting Structures	151	(3)
Growing and Managing Your Business	154	(5)
The Virtual Office	159	(3)
Outside Resources	162	(13)
The Evolution of e-commerce	162	(5)
Web Shops	167	(1)
Boutiques	168	(1)
The Hungry Bears	168	(1)
Full Integration	169	(1)
Incubators	169	(1)
Cheap Site Generators	170	(1)
Off the Beaten Track	171	(1)
Free	172	(3)
Section III Project Management
Project Organization	175	(7)
Budget Estimation	176	(2)
The Importance of Planning	178	(1)
Getting Approval	179	(3)
Specification	182	(13)
JAD Sessions	182	(3)
Estimating Web Projects	185	(4)
Documentation	189	(3)
Service Level Agreements	192	(3)
Development to Launch and Beyond	195	(10)
Web Development	195	(2)
Deployment	197	(4)
Traffic Analysis, Reporting, and Metrics	201	(4)
Notes	205	(8)
Glossary	213	(12)
Index	225	(10)
About the Authors	235