Florist.com & Others: The Success of Small Business E-Commerce Chapter 5 Case 4
Small Business E-Commerce • Keep to the grassroots. • One baby step at a time. • Spend money to get bigger only if the business proves itself. • Stick to market niches that are known. • Use net resources readily available and inexpensive to use (e-mail to customer-sharing arrangements) • Band together on the Web to present a bigger presence to the online world.
Successful Strategy • Use the Net’s access to a global customer base to zero in on defensible niches, instead of trying to offer all things to all web surfers. • Use websites, e-mail and chat groups as new marketing channels for their business. • Pooling of resources to gang up on bigger and louder competition.
Key to Survival • Don’t bite off more than you can chew. It is impossible to offer something for everyone. • Stick to the basics and the markets you know best.