Opportunities for Doing Business on the Web

There was a time when fast food restaurants didn't have Drive-Thru windows. Ask any McDonald's or Burger King franchise "How much of your business goes out the drive-up window?", and chances are, that they'll tell you that it's "Over 50%".

Imagine, even less than 20 years ago, to restauarants used to a sit-down business, opening a drive thru window seemed pretty radical at the time. It involved a whole new way of understanding the food business. But now we take it for granted.

Opportunities on the Web requires the same kind of quantum leap. It's hard to get your head around it right away, since it is so different from what you've been used to.

My own mom was an awesome typist back when she worked as a medical records clerk at Sick Children's Hospital. Now in her later years, she doesn't have a grasp of what the "internet" is, and sometimes we have this kind of conversation:

"Son, just what is it you do?"

"I do business on the Internet, Ma."

"What's the Internet? Is that like broadcasting to people?"

"Well, sort of....do you want me to show you?"

"Not today..."

I get nowhere, since she has no real point of comparison.

I'm not going to introduce the Internet to you. But I hope to convey some opportunities of doing business on the web to you.

Opportunity 1: The Branch Office

Most people see the Internet as an advertising medium. But a business website is better understood as a branch office, a place of doing business. It's like opening another office where you can entertain customers, seven days per week.

People that visit your website will

• Read the brochures in the rack by the door,
• Pick up a copy of your "Common Questions People Ask About our Business," or FAQ
• Solve their own problems with your detailed user guide,
• Scribble messages on the pad of question forms,
• Look at detailed information and specs about each product you offer,
• Make purchases day or night, 24 hours a day.

What's the monthly rent? Somewhere between $20 to $100 per month for smaller businesses. And the initial build-out of your branch office costs only a few thousand dollars. Sure, you'll need to remodel every year or two to keep it up-to-date. But that's a small price to pay for the new customers your branch office will bring.

Remember, don't think "advertising," think "The Branch Office," and you'll begin to grasp the Internet opportunity.

>> On to the next Opportunity