The business is recently founded and the imperative is to specify/make the product (concept), prepare a business plan, get market feedback and peer advice , find and access production capacity and fund this product concept validation stage from own resources, credit cards, potential customers and earnings from related/previous work capabilities

If you believe your company or business is at this stage you may find some very helpful articles and videos with all sorts of advice in the Start Up section of this site. You may also like to hear from some other entrepeneurs telling their stories from Newstalk Podcasts or why not have your own say on the lively smallbusinesscan.com Forum

Market research is a process – an ongoing process - by which you get to know your target market. It involves the collection and assessment of information relating to your goods and services, your clients, your competitors, your industry and the challenges in the marketplace.

It is also a critical part of the strategy for arriving at a well prepared marketing and business plan.

What are the benefits of market research?

Market research and analysis can provide many benefits for people starting their own businesses.

1. make decisions about pricing, promotion, product and location of the business

2. understand how the product or service meets the requirements of the target market

3. gain information about how competitors operate, deliver their services and their pricing

4. assess client needs in order to meet them.

Market research can also help you to answer questions such as:

1. Who buys your products?

2. What goods and services are people likely to buy?

3. What are they willing to pay for them?

4. Where, when and how often are they likely to buy?

5. What is the best way of reaching them?

6. What changes do they want in your product or service?

7. How should your products look, feel, taste etc.?

8. How many potential clients exist in your area?

9. Is there sufficient demand for your product to make the business viable?

Conducting market research?

You can undertake it yourself or you can have the research carried out professionally. If you decide to have the research carried out professionally, choose a reputable firm with expertise and credibility in this field ie get references. If you want to do it yourself, there are two techniques available to you.

Desktop research

This means using other people's information for your research. This can include:

• Internet

• Books

• Reports

• Newspapers and trade journals

• Government agencies

Field research

This means gathering research information yourself. This can include:

• Observation

• Surveys

• Asking clients what they think, e.g. focus groups.

What should I research?

There are four components of market research.

1. external environment—research factors you can't control, for example, economic conditions

2. internal environment—research factors you can control, for example, the skills of staff you might employ

3. client profile—research detailed information about your clients, for example, where they are, what they need and what they want

4. competitor profile—research detailed information about your existing and possible future competitors, for example, who they are, what their strategies are or are likely to be and what their strengths are.

Let's look at the client and competitor profile in more detail.

Client profile

A client profile contains detailed information about your clients—who they are, where they are, when they will buy and why they will buy. It helps you to understand the people who are likely to want to spend money on your products and services. This information can help you develop strategies to generate more consumer interest and to distinguish your business from competitors.

Competitor profile

In a competitive environment, knowing your competitors is almost as important as knowing your clients. That's what competitor profiling is about. This form of market research involves finding and analysing specific and up-to-date information about your competitors.

You can find valuable information about your competitors by:

• analysing their advertising materials and other promotions they undertake

• reading directories in which they list their businesses

• consulting official sources such as licensing bodies

• shopping in their places and perusing their websites

• gathering information about their past clients

• observing their business practices over time

• getting yourself on their mailing lists so you receive regular information regarding their latest strategies.

Information you gather about your competitors can help you to determine their competitive advantage. Once you've done this, you can concentrate on countering their competitive advantage with your own, quickly and effectively.

Assessing the facts

Once you have gathered your research and data you can begin to assess the facts about your market. Firstly, decide how much weight to give to the various pieces of information you have gathered. The questions you can ask are:

Making judgments about the market is the hardest part of the exercise. If you have been lucky, the information will be easy to arrange and solutions will be clear. If they are not, then it is recommended that you talk with your accountant or your other advisers before you turn the research into action.

Some vital questions

Now that you've completed your market research, it's time to take a long hard look at your business and ask yourself the all important question:

Can my business operate in this market?

Here are some related questions:

• Does my business have the capacity, including sufficient capital, assets and human resources, to deliver

• Can I compete successfully with other suppliers to this market?

• Do I have enough working capital to set up my business in this market?Do I and my employees have the skills and knowledge to operate successfully in this market?

If you can answer 'yes' to all of these questions then you're well on your way to embarking on a successful business venture. If you answered No to any of these questions or weren't sure of your answers, then you may wish to review your business concept. Continue to conduct sound market research throughout the life of your business to ensure the ongoing viability of your business in its marketplace. Factors within your control and outside of your control will change over time, as will the habits of both your clients and competitors.

Who can help?

Sometimes the industry that your business is in has a trade or professional association. These associations have market information and are happy to help their members. They may have already carried out market research studies and surveys and may be aware of trends and future opportunities. Government bodies can also be an excellent source of general information in any given area or industry.

 

The marketing process made simple

Put simply, marketing is about matching every part of your business with your clients so that:

• you meet their needs
• they are aware that you meet their needs
• they are motivated to buy from you
• they are motivated to keep buying from you.

If you don't achieve these outcomes, clients may not buy from you. It won't matter if you make the best product in the world or are very good at client service or administration-marketing is vital to the success of your business.

 

 

 

The marketing process involves three steps:

1. researching-so that you know who your clients are and what their needs are. Then you can match your business with their requirements
2. developing and implementing your marketing plan
3. reviewing and improving.

Parts of the marketing process.

Research your market environment

Your research involves both market research and consumer research.

Market research involves researching your industry and your competitors and establishing who your target clients are for your goods or services. It's finding out:

• who your clients are, what their needs are and how much they are prepared to pay
• who your competitors are, what they sell and at what prices.

Consumer research then involves finding out the behaviours, whims and preferences of clients in your target market to determine the best ways to market your product to them. Consumer research is also called marketing research.

Only once you've completed your research can you decide how to position your goods or services in your target market and develop a marketing plan to achieve your goals.

Develop and implement your marketing plan

A marketing plan identifies the tactics you'll use to attract and keep clients.

It also documents key points about your marketplace and the people and businesses in it so that someone (including you) can read through it, review the research supporting your plans, check the conclusions it draws and the actions it contains. This means you're able to review it, reflect on it, alter it and adjust it-before you've spent a cent.

A marketing plan can contain the following:

Summary of your market and consumer research results This could include:

• a description of your target market
• why there will be a demand for what you're selling
• your present market position, including strengths, weaknesses, opportunities and threats
• the impact of current or anticipated marketing conditions
• assumptions
• the results of your consumer research.

Your marketing objectives and measures of achievement . These are:

• the marketing objectives you wish to achieve
• your measures of achievement-the way you'll define and measure the success of your marketing efforts.
• Your marketing strategy and tactics. These could include:your strategy for achieving your marketing objectives
• your tactics to achieve your objectives. These are usually expressed in terms of the marketing mix. The marketing mix contains the five Ps of price, product, place, promotion and people.

Action plan for achieving your objectives This could include:

• the specific actions necessary for implementing your marketing strategy and tactics and communicating it to stakeholders such as staff, especially salespeople
• the people who will be responsible for implementing your marketing activitie
• the cost of each marketing activity
• a time schedule for the implementation of your plan.

Marketing budget .

• This will show the funds you plan to spend and the marketing activities you plan to spend them on.

Review and improve

If your marketing plan is written down, it can be much easier for you to see how well it has performed. Once you have completed and implemented your marketing plan, make sure you regularly consult and review it as your business grows. Determine how well it has increased your sales and profits and make any necessary improvements. Where possible, establish goals and benchmarks so that you can further identify where improvements can be made.

 

Search Engine Optimisation (SEO) is also known as on-line marketing. It is crucial to the success of any business to incorporate SEO into the design of their website and also to use it to promote their on line presence, their business, products and services.

Emma Smyth

BSc(Hons) MSc

Innovate NI

Managing Director & Marketer

www.innovateni.com

 

 

Advertising

You need to look at your advertising in the same way that you look at other areas of your business-that is, set clear objectives and goals.

Are you aiming at a certain location? This will dictate the type of media and the type of presentation that is used. Or are going for numbers ie quantity of leads, or quality. In other words, is it a shotgun approach or are you zeroing in on specific age groups or income groups with your campaign?

How much to spend?

Deciding how much to spend on advertising means thinking about your costs and cash flow, as well as your intentions in the market.

One of the most important questions to ask is, 'What do you want to do in the market this year and in the longer term?' As you plan your spending to suit your goals, think about last year's budget, what you can afford to spend and your plans for expansion in the future.

Some businesses take a different approach and devote to advertising only what they can afford to lose. Although at first glance this policy may seem safe, it can lead to a waste of money because:

• the amount is too small to make an impact in the marketplace
• your expansion is so slow that competitors have time to out-manoeuvre you.

This approach leads to cutbacks in advertising when business declines-often with the result that sales only decline further.

When considering your budget, remember to cost the goods or services you intend to advertise to ensure you can make a profit on them. Remember, if you're not making a profit, then the more you sell, the more money you're going to lose.

Tools to use

Once you have finalised your advertising goals and have settled on the budget, you then need to look at the tools to use. Some people call this the promotional mix, which can include:

• media advertising-which includes newspapers, magazines, television, Yellow Pages, billboards, radio, your local community papers and the internet
• direct mail advertising-which includes letters, newsletters, brochures, fliers, inserts into newspapers or magazines and email.
• Internet advertising - which includes all of the new media

Each has its own advantages and disadvantages. The type of media that you finally end up using can depend on your type of business as well as the audience you are trying to reach.

Develop an action plan

Once you have finalised the tools that you will be using for your promotion and are satisfied with the promotional mix, develop an action plan and a timetable. This plan is intended to set out the time schedule as well as what you intend to do, how you intend to do it, when you want to do it and who can do it.

Special promotions

Most advertising campaigns include provisions for special promotions throughout the year for occasions such as Christmas, Easter, Mother's Day and special sales. Include these in your action plan.

Advertising checklist

Once your advertising campaign is ready, use this checklist for a final review before you put it out in the market.

	Does your advertisement have either a dominant illustration or a powerful headline to instantly telegraph your message and capture attention?
	Is your advertisement designed to reproduce well in newspapers if this is the tool you're using?
	Have you created a distinctive and recognisable format for your advertisement?
	How do you sign your name, i.e. have you a logo that is easily recognisable?
	Is your advertisement well organised and easy to follow?
	Does your advertisement have a clean and uncluttered look?
	Does the main illustration demonstrate a benefit or show the merchandise in use?
	Is your main illustration big enough?
	Does the advertisement have your contact details and any other information your potential clients may want to know?
	Have you used simple and direct language with everyday words that are easily understood?
	Are your prices clear and visible so that they are easy to find and easy to remember?

Monitor results

During and after the advertising campaign, measure and analyse what has been achieved and whether you are obtaining the maximum advantage from the cost involved. You can calculate whether sales have increased, whether your business image has improved, whether the marketing goals have been met and the feedback and reaction from clients.

Who can help?

In the same way that you would regularly seek help from your accountant and solicitor, it is wise to obtain the services of someone with knowledge and experience in advertising. If you

Logo
You'll want to create a polished image from the beginning and some kind of unique visual hook for your company, and then splash it on your business cards, stationery and anything else you can think of. But that doesn't necessarily mean spending thousands on a designer to come up with an icon that expresses your business. You can network with other entrepreneurs, and there's bound to be a graphic or web designer among the group who will charge significantly less than big design firms, and they may be willing to trade services or be open to payment plans.

Business cards
Many marketing gurus say that a great business card can be your most effective marketing tool. Pack it with as much information as it will hold, not just contact information. Good graphics are important, but not as crucial as actually describing what your company does in a line or two. Maybe put the contact information on the front and list your products or services on the back. Consider a fold-over business card for twice the display space! In any event, your business card must be different, memorable and prospects must want to keep it.

Website
You should get this up and running before you open for business. You don't need to spend a lot of money on one, with all the site-building options now available. But it should be well-designed and helpful. You might even want to start putting a blog on your site right away to start up a "conversation" with your customers. Using the website as a primary ‘marketing material' for a start-up is good because you can't tell the size of a company by their website.

Brochure
This can be a virtual one, in PDF format on the internet, or a black-and-white, two-colour or even four-color paper handout. In any case, it's important to have one, because it can cover a variety of general needs that no other single marketing document can handle, ranging from distribution at a trade show to a handy mailer for people who want basic information about your company.

Company clothing
Be your own billboard! You might want to consider putting this really high on your checklist. Wearing clothing with your company brand can start tongues wagging everywhere you go. People will ask you what you do, and then you can recite your pitch and ask for the order.

E-mail signature
Don't let any e-mail escape your computer without tagging it as a marketing message. Come up with a catchy e-mail signature and include your name, business name, contact information, tag line, web address and even a one- or two-line announcement at the bottom of the signature about a new book, product, seminar or service offering you've announced.

Packets for specialised needs
Depending on the initial focus of your company, you'll need to develop packages of materials that are formulated around particular needs. If sales are hugely important at the beginning, you may need to come up with a folder full of brochures and spec sheets. If public relations are an important early consideration for you, you'll need to produce some press releases and a media kit.

Busylizzie.ie

To increase the chance of having a story published, make the editors', freelancers', reporters' or journalists' job easier by presenting the release in a format and style that appeals to them.

Considerations before writing the press release

• Why the release is being written: to broadcast information, increase business, update target audiences?
• Who is the audience?
• Does the press release contain invaluable or newsworthy information that will be used by the target audience?
• Is there a just cause for release the information that you wish to broadcast?
• What do you want recipients to take away from the press release?

Overall tone and structure of the press release

Content - ensure that the release is grammatically correct and doesn't contain any spelling mistakes, errors, and sources are quoted correctly.

Concise - keep it punchy and don't use unnecessary flowery language e.g. cutting- edge, revolutionary.

Factual - present the information for distribute that is true, correct and doesn't embellish anything that to be communicated.

Objectivity - virtually impossible to do, but refrain from using over hyped quotes from sources as they will be presented as being too biased.

Timing - The press release may not be topical, but it may be able to incorporate the release with a more recent news event.

Who are journalists that you want to develop an ongoing relationship with? This is about mutually meeting one another's needs and not random issuing of ‘releases' to every journal/ available. Getto know  them!

Be aware of what's topical: whatever's hot at the moment, try and provide that context in your press release. For example a press release about new jobs or new contracts would be really 'hot' at the moment.

Be Specific - What? Press Releases: should be written in a direct, straightforward style. Short and terse is great. The ideal length is one to three pages. One and a half spacing is fine.

Used Editor's Note if you want to give deeper background on the story. But this should be additional

Your should be informative (not sensational) and will be the essence of the news/message.

Next is the important lead-off paragraph, which is the first paragraph of the body of the release. This starts with a dateline (actual date of official release) and city/country. It covers the journalist's interest in the: who, what, when, where, how and why.

Then, you make your case by bolstering/expanding on the points made in the lead paragraph. This can include a full description of a new product, quotes from executives on a new product's features and an insightful endorsement from a customer.

Finally, you end and give "further information" contact details. Make sure you put in mobile and that you're at end of phone even in the evening.

Know your audiences copy deadlines. Ring round to find out.

Follow up with phone calls to key journalists after you issue; it could be the final push need to get your story covered.

If you get coverage use it as Marekting Collateral!!!!

 

The 10 Most Common Publicity Mistakes - Don't Sabotage Your Success!

1)Thinking Like an Advertiser
The more you remind a reporter that you're a commercial entity seeking promotional exposure, the less chance you have. Blatant ad copy, excessive use of trademark symbols, overblown quotes, puffed-up claims and other techniques better suited for advertising copy are sure ways to assure that your release gets trashed. You must think like an objective journalist and have a sense of perspective about who you are and what you sell, and communicate that in your materials. If you just can't do that, chances are you've been...

2) Getting Too Close to Your Product
If you spend all day eating, breathing and sleeping packing tape, it's easy to start believing that the slight change you made in the thickness of your company's new packing tape is an advance on par with the printing press and the polio vaccine. Now, if you're planning on working with Packing Tape Monthly, perhaps the editors of that fine publication will agree. But the guys down at USA Today may hold a different opinion. In deciding (a) what's newsworthy and (b) how to present this news to the media, it's vital that you take many steps back and view your company as a marginally interested outsider might. If you can't do that, ask friends, family and other outsiders to help.

3)Getting Too Close to a Journalist
I've worked with lots of reporters whose company I enjoyed. I've shared meals and drinks with a bunch of them. One thing I've never done, however, is forget who they are and what their jobs are. If a reporter is interviewing you, whether in person or on the phone, never say anything you wouldn't want to appear in a story. Journalists have different interpretations of what "off the record" means, and it's foolish to try to test those limits. Carefully think about everything you say, don't be pressured into commenting on things you don't feel comfortable about, stay on message, don't gossip, backbite or share secrets. In short, just as the journalist has his or her job to do, so too do you. Stay smart.

4)Obsessing Over the Big Hits
Maybe you really will get on Oprah. And maybe you'll win the lottery and never have to work again. In either case, it's probably a good idea to have some backup plan in place in case you don't beat out the 10 million or so other folks who harbor the same dreams.
It's fine to think big, but smart publicity seekers know that time spent getting actual press coverage is a better investment than chasing dreams. So go ahead and send that press kit to Oprah but, in the meantime, work your butt off to get placement in weekly papers, syndicates, e-zines, local radio and other less glamorous places. Scores of successful businesses have been built on such "small" publicity. You don't need Oprah or Newsweek or The Today Show. You need coverage - anywhere and anyway you can get it. Dreamers dream. Publicists get publicity.

6) Reading from a Script
It's pretty annoying to pick up the phone at dinner time only to have some guy reading a script about how great vinyl siding is. Now imagine how a journalist, who's busy working on deadline, feels about "publicists" calling up to do the same thing again and again. If you're planning to phone pitch a journalist, never read from a script or repeat a rehearsed spiel. She's a human being, so talk to her that way. (And always start your call with "Is this a good time to talk?". Never just launch into your pitch.)

7) Using Outdated Media Lists
News flash: Look magazine is out of business. So too are about half of the new magazines launched in the past decade, for that matter. Your media list is the lifeblood of your publicity seeking efforts. Take the time to keep it fresh and up to date, or you'll be wasting your time. Invest in Bacon's media guide (www.bacons.com), visit websites of publications that interest you, visit your local library or bookstore's magazine rack. Do a little homework and you'll get a big edge.

8) Not Understanding Timing
A non-savvy publicity seeker would ask, "Why do a story about Christmas publicity in June?" A smart publicity seeker understands completely. It's all in the timing. If you're not thinking months ahead, then it's probably too late. In early summer, you should be working on "back to school" releases for newspapers and other short-leads (it's already too late for long- lead magazines). Have something to offer for Thanksgiving? Start planning now. Learn the lead times for various publications, plan out a yearly schedule. Plan ahead. Plan ahead. Plan ahead.

9)Not Being Accessible
If a journalist wants to use your release, he may call to get some more information, get some clarification or even to see if you actually exist. If he gets voice-mail (or a busy signal) and doesn't hear back from you, you've probably blown it. On your releases and pitch letters, include the most accessible phone number you have (your cell phone, perhaps, if you're on the road a lot) and an e-mail address you check throughout the day. If you miss a call from a journalist, or receive an e-mail, get back to him immediately. Don't put it off -- he could be on deadline and have calls in to your competitors.
10) Not Telling the Truth
There may be worse people to lie to than journalists -- detectives, IRS agents, the guy who's administering your lie detector test -- but not many. Think about it folks: these men and women are trained to discover the truth. They know how to do research and how to talk to others in your fields to determine whether or not you're being truthful. So don't take any chances. Don't even think about inflating your sales numbers, or making up a story, or pitching something that's mostly BS. Not only will they figure it out, your attempts to bamboozle them may even make it into the press.

11)Being Sloppy
Typos, bad printing, hideous press kit covers, poorly shot photos, improperly formatted press releases... these are the signs of an amateur. Amateurs don't get coverage. Before you send out anything, proof it. Then proof it again. Then give it to someone else to proof. Then proof it again.

 

Public relations (PR) is an effective way for businesses to gain publicity, create a particular image for your business and attract new clients.

Effective public relations can:

• make your target market aware of your unique selling proposition
• increase the number of people who are aware of your business
• educate the public about your business
• increase consumer interest in your products or services
• help you gain client loyalty.

PR can take many forms, from a story in a local newspaper about your business to the handing out of pens with the company logo at a local event. In fact, there are seven main categories of public relations that all small business owners should be familiar with:

• press coverage
• special events
• sponsorship
• product placement
• merchandising
• advertorials
• incentives.

Let's take a look at these methods of PR in greater detail.

Press coverage

Press coverage often relates to a story about your business in a newspaper or magazine or on radio or TV. The key to generating press coverage is to find interesting stories regarding your business, something the public would want to know about and the media would want to report. Such stories might include:

• an exciting story about how the business started-e.g. a quirky accident? An escape from the rat race? A fourth generation family business?
• press reviews-e.g. a local publication might review restaurants or coffee shops regularly
• a description of novel and interesting products or services that your business offers-just one novel product can attract media attention to your entire business. Some examples might be on-call corporate massage, Egyptian mummies, new age crystal therapy or free financial advice to the unemployed
• an interesting event such as a new store opening, a competition, a give away or an open day. The more creative your event, the more likely it is to win attention from the media. If the story you're offering is truly interesting and newsworthy, the media will usually pick it up and see it to publication or broadcast.

The key benefit of press coverage is that it is usually more credible and believable than advertising which makes claims that have been paid for.

Special events

Special events are one-off projects like competitions, contests, in-store celebrity appearances, sales and open days.

Competitions in particular can be excellent opportunities to convert contestants into future clients. Special events such as these are designed to lift the profile of a business and provide greater access to members of your intended target market segments.

The key benefit of special events is that as well as attracting the media, successful events also draw interest from potential and existing clients.

Sponsorship

Sponsorship involves donating funds to a specific organisation or event like a concert, sports team, festival or parade in exchange for having your name publicised in some way-e.g. a boatbuilder may sponsor the local fishing club. Often this can involve your company logo appearing on brochures, banners or posters associated with the event.

The key benefit of sponsorship is that it can be an excellent form of direct or targeted marketing as different events are often of interest to different and specific social groups. For example, if you want to market to readers, you could sponsor a book club or a literary festival.

Product placement

Product placement is similar to sponsorship, but instead of donating cash, you provide a product that may be relevant to the event. For instance, a music store might lend drums (with clearly displayed company logo) to a concert. Often this can be cheaper than sponsorship while achieving similar levels of publicity.

The key benefit of product placement is that it can help inform the public that you are a supportive and generous member of the business and local community.

Merchandising

Merchandising involves the distribution of various items such as pens, coasters and t-shirts which display your business's name, slogan or logo. These can be handed out in-store, perhaps as a thank-you gesture for purchases above a certain amount, or at sponsored events. For example, a motel might place pens bearing the company logo in its rooms.

The key benefit of merchandising is that unlike traditional advertising, merchandising offers a less pushy, fun way to keep your brand name in the public eye. And you're giving people something they can use, so that whenever they use it they'll think of your business.

Advertorials

Advertorials use PR techniques while still falling under the banner of advertising. They are usually television advertisements that are presented more like news stories. They are often 5-30 minutes in length and involve demonstrations, interviews, expert commentary and role-playing. Morning TV shows often offer this service and can help with the preparation of your script.

The key benefit of an advertorial is that it can convey a lot of detailed and specific information that's interesting and user friendly. However, it's a very expensive form of PR.

Incentives

Incentives are rewards offered to particularly loyal or lucrative clients. For example, cafés sometimes offer club membership to regular clients who then receive discounts and other special privileges. Most airlines offer frequent flyer discounts. Another common option is to hold a prize draw, in which paying clients can enter their name over a set period in the hope of winning a lucrative prize.

The key benefit of incentives is that, like club membership, incentives are an excellent way to make clients feel special and valued. The more value they feel being part of your privileged club, the less likely they are to shop elsewhere and start afresh.

How to focus your PR campaign to reach your intended market

No matter what products or services you're marketing through your PR campaign, you want to make sure your message reaches your intended target market.

Here are some examples of how PR techniques can be used to target various markets:

To reach teenagers you could:

• sponsor a youth concert
• release a story in a teen magazine
• hold an in-store competition and publicise it on a local youth radio station and youth websites.

To reach retirees you could:

• sponsor a bingo night
• release a story in a local senior citizens magazine
• offer senior citizens discounts.

To reach parents you could:

• sponsor a kids soccer team
• donate merchandise to a local school
• sponsor an academic prize at a school.

To reach office workers you could:

• hand out free company stationery (merchandising) to selected local companies
• release a story in a local business magazine
• offer a business persons special (be it a lunch or a particular service).

I

 

A website allows you to conduct and market your business 24 hours a day, seven days a week. And its global from day 1. Its ultimate aim as a business tool is to make it easy for customers and partners to do business with you.

Things to consider when starting out. Make sure your site:

• has an appropriate design for the business

• is quick and easy to navigate

• is relevant for the target audience

• provides relevant and updated content and features

• provides opportunities for your business to communicate with customers with forums and blogs and links to other appropriate social media such as Facebook and Twitter.

• provides a variety of ways for paying for information, products and services

• entices people back

• is regularly updated.

How to create your website

Be clear why you want to set up a website, what you expect to get out of it, and what benefits you want from it before you begin. This means you'll be more likely to get the site you. Other benefits may include the ability to improve productivity, share information with the market, conduct research, open new markets, project a favourable corporate image, communicate with clients, increase sales, generate income and cut costs.

• Register a domain name
• The first step in creating a website is registering a domain name. The domain name is the part of a website address just after the 'www'
• You generally find that an internet service provider (ISP) or web-hosting company can register the domain name for you for a fee, but it is quite simple to do yourself.
• You will need to pay a fee.
• The domain name you want to register must not already be registered.
• .com, .ie and .co.uk are generally used for business.
• Ensure your chosen domain name does not infringe someone else's rights.

The following are recommended:

• Think of a domain name that is easy for users and clients to remember.
• Don't use uppercase letters in domain names, as internet users generally do not expect this.
• Don't use hyphens and underscores as they are difficult to type.
• Don't make the name too long or too difficult to type correctly.
• Once you have registered a domain name, you don't actually need to set up a website straight away. Your registration will prevent other companies registering the same name, whether your own website is online or not.

When you come to setting up your website, you can delegate the domain name to the web-hosting company (or of course, to yourself if you are setting up your own server), and they can publish the domain name on the internet, so that computers around the world will be able to find it. If you need to change your web-hosting company, you can re-delegate the domain name to the new company, and your website visitors will never know the difference.

Find a web-hosting company

All of the major ISPs or web-hosting companies can host your website on their computers. These companies offer web-hosting services to their clients, generally including hosting the website, hosting the domain name and providing multiple email addresses.

You may find there are a range of monthly fees depending on how large your website will be and how many hits or visits it is likely to receive. If you require very advanced features-e.g. photographs for a catalogue-or have very high use rates on your website, you may find that the web-hosting company will charge higher fees. It is a matter of deciding what the value of these services will be to your company.

The web-hosting company will probably include as part of its package the provision of detailed statistical information on how often your website pages are being visited. This information can be extremely valuable, and can include details of how often your site is visited from various countries around the world (very important export information), which pages inside your site have been looked at (helps you to understand the most popular areas of your website) and the websites the user visited before they clicked onto your website (valuable information for online referrals). There may or may not be additional cost to receive this information.

While some ISPs allow you to set up and host a simple website for free, this would not include your own domain name.

Find a website developer

The steps below can help you make sense of this.

	You need to have a very clear idea of why you are setting up a website, what your business objectives are and what you want to get out of it.

	Work out, if you can, what you think the website will be worth to you, and therefore what you are prepared to spend to achieve these potential returns.

	Research other websites and find one that you like. Information about the website developer is usually at the foot of pages in a website.

	Look towards the future and try to build a long-term business relationship with a website developer. That way, if you plan to provide additional features later on, you have a developer who understands your business.

	As you would do with any new supplier, try to determine if the developer has been in business for a while and is likely to be there in a year's time to help you with changes to the website.

	Strive for professionalism-your website will represent your company as much as street signage, letterhead or brochures, and therefore needs to be professional in appearance. At the same time, don't pay a fortune for slick, animated graphics and 3D modelling if that isn't the normal business style.

Things to consider

• Ensure your domain name does not infringe any trademarks?
• Have you allocated a budget to developing a website?
• Have you considered involving clients and suppliers in the design and development of your website?
• Do you have material to put on the website - on an ongoing basis?
• Have you considered the load time of your home page? (this can become slow if you are using video images)
• Have you thought about fonts, bolding, colour, text and alignment?
• Is the website dynamic and easy to use?
• Is the website able to interact with the buyer and collect demographic and profiling information?
• Have you investigated, with your bank, options for your clients to pay their bills electronically on the website?
• Will the website be integrated with your back office systems:
• What will be the daily, weekly and monthly costs of maintaining the site?
• Have you considered software which enables you to carry out your own website enhancements as your business grows?
• Do you have a web-based marketing strategy that is fully integrated into your business plan and processes?
• Do you have the appropriate marketing, graphic design and technical expertise in-house to construct a web-based marketing strategy for your business?
• Is the website address on all corporate stationery, business cards, facsimile and other promotional material?
• Have you included a search facility to help users navigate your site?
• Have you subscribed to search engines, browsers and online directories in an effort to attract prospective clients to your site?
• Have you established links with complementary product or service providers?
• Does your website have online ordering, email and information retrieval facilities for your clients' ease of use?
• Have you included contact details, such as names and telephone numbers, for your business during office hours?
• Have you tested your website to measure its capacity for carrying multiple users? Is your system's capacity only designed to cope with 100 users, or can it cope with up to 10,000 users just as well?
• Have you planned a website launch with media coverage?
• Have you provided client feedback mechanisms on every page, e.g. your email address?
• Are there service guarantees on the website?
• Have you included a Privacy Policy or Security Policy at the bottom of every page, explaining how you capture and treat email addresses and the level of encryption provided?