Are the Internet and World Wide Web right for your business?

Six questions every company needs to answer before joining the web

1. Do I know what the Internet has to offer?

The Internet is becoming increasingly popular. It is hard to pick up a newspaper without reading an Internet related story, everyone, it seems, is jumping on the bandwagon. However, there are many people who are not familiar with the Internet. Promoting your business on the Internet means first understanding what all the fuss is about.

If you are not familiar with the Internet, you must invest some time learning what the Internet is can offering to you and your business. There are four main ways to achieve this:

Attend a course. Local colleges, TECs and other organisations run ‘introduction to the Internet’ courses. One day's training will give you a sufficient overview to feel confident about the issues for business on the Internet. Eureka Solutions can provide Internet training at your premises, if required.

If you already have a computer, get on-line. Many Internet Service Providers (ISP) now offer free Internet access, you just pay for the phone calls. At the weekend, you can ‘surf’ the Internet for no more than one penny a minute. Two of the most popular free providers are Freeserve and Virgin. Talk to us about how you can get online for free.

Read widely. There are magazines dedicated to the Internet (although not usually business focuses). Read the business press and trade journals to see what others are doing. Invest in a good book, such as:

Doing Business on the Internet   Simon Collin    
ISBN 0-7494-2710-8

The Which? Guide to the Internet    Richard Wentk    
ISBN 0-85202-744-3

Have a look at www.amazon.co.uk for a wide selection or Internet related books.

Talk to colleagues, other businesses, customers and suppliers. Are they using the Internet? Why? Talk to us at Eureka Solutions, for free and impartial advice.

2. How many businesses similar to my own are on the net?

Get on-line and ‘window-shop’. What are your competitors using the Web for, what information are they providing.

Perhaps more importantly, how will this affect your strategy? If all your competitors are out there already, do you want an Internet presence to keep up, or to surpass what they are doing? If there are few competitors out there, do you want to get there first, or take your time and wait? There are good business reasons for adopting any of these approaches.

3. Are my customers or potential customers are already on the Internet?

As with all advertising, you need to reach your audience. If your potential customers are unlikely to have access to the Internet, you need to think seriously about your venture.

Are you seeking a new ‘on-line’ customer base, can you persuade your existing customers to go on-line?

Early in 1999, it was estimated that in excess of 50 Million people have Internet access. In the U.S. 50% of all homes have access. In the U.K. the figure is 1 in 5, rising at about 10,000 a day. And it’s not just the young. The over 50’s is the largest growing group of Internet users.

Advances in technology are bringing the Internet closer to people all the time. Internet Access will soon be available through telephone, television, video games console, and booths in post offices! Access to the Internet is already available free, and some Internet Service Providers (ISPs) are moving towards reduced rate and even free phone calls. Soon your customers may be able to use the Internet at no cost whatsoever. The time may not yet be right for your business, but in 6 months or 12 months, the situation may be different.

4. Am I losing business to international or national competitors using Internet technology?

The Internet is the best marketing tool in the world, because it gives you a world-wide presence. Not everybody needs an international stage, and the Internet is just as effective for national and local markets. If, however, the Internet is allowing international competition to your national market, or nation-wide competition to your local markets, you must think seriously about ignoring the consequences. Should you be out there, not only fighting for your local or national market, but on the international stage too?

The world of business is changing for the new millennium. There will be winners and losers. Don't lose out simply because you are not informed.

5. Am I looking at a serious business opportunity or am I just testing the water?

As with all opportunities, you can start small and build, or dive straight in. There is no magic formula. Every business is unique. Every Internet presence will also be unique. Think through the issues, the costs and the benefits. At Eureka Solutions, we can offer free advice, and a solution as flexible as you need.

6. What do I want to achieve with my web site?

This is a crucial question. You don’t just have to sell. Whilst the Internet is gaining momentum as a sales vehicle; there are many other uses. Your customers could use the Internet to search for information on products and services that you offer. They can look for pricing. You can give improved customer service or for use your web-site for customer support. You can use your site for market research and customer feedback. If you are a service company, or an ‘information’ company, the Internet is ideal.

The Internet is the place for advertising information. Consider the on line Railtrack timetable www.railtrack.co.uk/travel. This site is a godsend to frequent rail travellers, but by having the information available on line, Railtrack provide a 24 hour, 365 day service, and free up their telephone operators to deal with other enquirers.

If you've ever produced a booklet, brochure or newsletter, the Internet can spread that message to a world-wide audience.