Starting and Running an Online Business For Dummies, 2nd Edition -- About the Authors -- Contents at a Glance -- Table of Contents -- Introduction -- About This Book -- Conventions Used in This Book -- Foolish Assumptions -- How This Book Is Organised -- Icons Used in This Book -- Where to Go from Here -- Part I: Strategies and Tools for Your Online Business -- Chapter 1: Opening Your Own Online Business in Ten Easy Steps -- Realising That Online Business Is the Norm -- Step 1: Identify a Need -- Step 2: Know What You're Offering -- Step 3: Come Up with a Virtual Business Plan -- Step 4: Get Your Act Together and Set Up Shop -- Step 5: Get Help -- Step 6: Designing and Planning Your Website -- Step 7: Process Your Sales -- Step 8: Provide Personal Service -- Step 9: Promoting Your Business -- Step 10: Review, Revise and Improve -- Chapter 2: Choosing and Equipping Your New Online Business -- Starting Off on the Right Foot -- Mapping Out Your Online Business -- Checking Out Flavours of Online Businesses You Can Taste Test -- Marketing One-to-One with Your Customers -- Looking at Easyware (Not Hardware) for Your Business -- Getting Online: Connection Options -- Considering Essential Software and Services for Your Online Business -- Chapter 3: Selecting the Right Web Host and Design Tools -- Getting the Most from Your Web Host -- Exploring Web Hosting Options -- Looking at Web Creation and Publishing Tools -- Chapter 4: Profiting from Web 2.0 and Social Media Tools -- Web 2.0 - What on Earth Does That Mean? -- Getting to Grips with a New Generation of Business Tools -- Exploring New Products and Services That You Can Sell -- Adding Online Content and Commentary -- Building a Community -- Part II: Establishing Your Online Presence -- Chapter 5: Giving Your E-business Site Structure and Style -- Building the Right Structure.

Styling Up with Cascading Style Sheets -- Nip and Tuck: Establishing a Visual Identity -- Hiring a Professional Web Designer -- Chapter 6: Attracting and Keeping Customers -- Including Features that Attract Customers -- Writing Unforgettable Text -- Inviting Comments from Customers -- Chapter 7: Building in Security Up Front -- Practising Safe Business -- Antivirus Protection without a Needle -- Installing Firewalls and Other Safeguards -- Keeping Your Wireless Network Secure -- Using Public Keys to Provide Security -- Keeping Other Noses Out of Your Business -- Chapter 8: Monitoring and Improving Your Business -- Bolstering Your Infrastructure -- Performing Basic Web Housekeeping -- Managing Goods and Services -- Part III: Running and Promoting Your Online Business -- Chapter 9: Easing the Shopping Experience -- Attracting and Keeping Online Customers -- Looking for a Good Web Host: The Lowdown -- Seeing What Social Media Can Do for Your Business -- Boosting Business through Efficient Communication -- Making Sure That Your Website Is Up to Scratch -- Outsourcing Your Business Needs -- Chapter 10: Running a Business on eBay.co.uk -- Understanding eBay.co.uk Selling Formats -- Building a Good Reputation -- Preparing Sales Descriptions That Sell -- Providing Good Customer Service -- Moving from Auctioneer to eBay.co.uk Businessperson -- Chapter 11: Accepting Payments -- Sealing the Deal: The Options -- Knowing How Online Transactions Work -- Enabling Credit Card Purchases -- Exploring Online Payment Systems -- Fulfilling Your Online Orders -- Chapter 12: Service with a Virtual Smile -- The Best Customer Is an Informed Customer -- Helping Customers Reach You -- Making Customers Feel That They Belong -- Chapter 13: Search Engines: What You Need to Know -- Understanding How Search Engines Find You -- Following Google's Guidelines.

Leaving a Trail of Crumbs -- Monitoring Traffic: The Science of Web Analytics -- Part IV: The Necessary Evils: Law and Accounting -- Chapter 14: Making It All Legal -- Abiding by Key Regulations -- Thinking about Trade Marks -- Practising Safe Copyright -- Understanding Legal Basics -- Understanding Your Business in the Eyes of the Law -- Keeping Out of Legal Trouble -- Chapter 15: Accounting Tools for Online Businesses -- ABCs: Accounting Basics for Commerce -- Accounting Software for Your Business -- The Taxman Cometh: Concerns for Small Business -- Part V: The Part of Tens -- Chapter 16: Ten Must-Have Features for Your Website -- Secure Easy-to-Remember URLs -- Provide a Convenient Payment Method -- Promote Security, Privacy and Trust -- Choose Goods and Services That Buyers Want -- Have a Regular Influx of New Products -- Be Current with Upkeep and Improvements -- Personally Interact with Your Customers -- Post Advertisements in the Right Places -- Blow Your Own Trumpet -- Create a Well-organised Website -- Chapter 17: Ten Hot Steps to Entrepreneurial Success -- Start a Blog -- Turn Your Hobby into a Business -- Get Other People to Contribute -- Inspire Others with Your Thoughts -- Offer Your Services on a Directory -- Ask for Contributions -- Give Out Not-So-Free Advice -- Become a Video Star -- Be a Mine of Information -- Need Income? Just Ask! -- Chapter 18: Ten Must-See Websites for Online Entrepreneurs -- Realbusiness.co.uk -- Google.co.uk -- W3.org -- Businesslink.gov.uk -- HMRC.gov.uk -- Ebay. co. uk -- Startups.co.uk -- Technology Blogs -- Mashable.com -- UKbusinessforums.co.uk -- Index.