Know-How Exchange : Branding

Ann -

MESH Interactive Agency provides cost conscious, integrated marketing, creative and web development services. We are wrapping up a project for Cornell University, and just launched www.GreenGarmento.com —Full design / eCormmerce site. We do an excellent job working with small businesses. Please feel free to email me about what you're trying to achieve.

Phil's advice is right, though it need not be quite so dire or overwhelming. You need to do some business planning and figure out how much you'll need to invest up-front, how you'll attract customers, and how the money mechanics will work. (You're doing this to make a profit, right?)

Unfortunately, online businesses have one challenge in common with bricks-and-mortar businesses -- they both need to generate awareness before they can expect customers to find them. That's often the most expensive part of starting an online business, and the one that most entrepreneurs downplay most. They figure that "if you build it they will come." It doesn't work that way.

There are a few seminars in the MarketingProfs archives that you might want to replay. They will help you think this through:

Budgeting for the Marketing Mix

Why most new businesses fail

These are both part of a series for small and start-up businesses, and you'll find them highly relevant to your situation. They also have hand-outs and how-to guides to provide further assistance.

Good luck.

Rather than trying to open yet-another-pet-supply website, focus on a narrow (and hopefully under-served) niche. For example: pets with disabilities, or geriatric pets, etc. The problem with a "general" store is that you'll find it hard to distinguish yourself from the large number of your competitors. By focusing narrowly, you'll be seen as the go-to location for specific things.