- Build profitable, sustainable Internet business models
- Project the impact of your next key decision
- Evaluate where you stand, where to go next-and how to get there
- Analyze content development, markets, pricing, and customer acquisition
- Create infrastructures that add value more effectively
Internet Commerce Metrics and Models in the New Era of Accountability
delivers today's best practices for e-business investment and management
decision-making, based on real-world case studies and advanced analysis
techniques. It gives e-commerce entrepreneurs and decision-makers a
comprehensive, up-to-date framework for understanding Internet business
models-and desperately needed metrics for evaluating them.
The authors introduce an exclusive five-stack e-business model, encompassing
platform, content, community, commerce, and the "services" that add value to
them. Using this framework, they construct a complete e-commerce business model,
analyzing the economic impact of key choices, and introducing new ways to
project the consequences of your decisions. Coverage includes:
- Content development models
- Community/market models
- Pricing models
- Customer acquisition models
- Infrastructure models: providing high-value services that support every
Whether you're an entrepreneur, manager, investor, or consultant, this book's
breakthrough framework and analytical techniques will add value to every
e-business decision you make.
Evolving E-Commerce. Changing Business Models.
Connectivity. Business to Consumer (B2C) Commerce. Business to Business (B2B)
Commerce. The Intersection of Content and Community. The Emergence of
Marketplaces. Price and Pricing Mechanisms. Emergence of Services: Outsourcing
as a Way of Life. Customer Acquisition. Goals and Objectives of This Book. Power
Tools for the Online Business. Organization of the Book.
2. The Five Stack E-Commerce Model.
The Role of Context. The Internet Platform
Stack. IT Platform. Network Platform. Software Platform. Business Platform. The
Content Stack. Static Content. Dynamic Content. News. Interactive Content. The
Community Stack. Community Elements. Types of Communities. The Business
Community. Consumer Community. The Commerce Stack. Big Businesses. Small/Medium
Enterprises (SMEs). Community. Individuals. Business-to-Business.
Business-to-Consumer. Consumer-to-Consumer. Methods of Commerce. Direct
Commerce. The Service Providers.
3. The Internet Platform.
Physical Infrastructure. Facilities.
Furnishings. Communications. Infrastructure Example. The Network Infrastructure.
Network Layout. Firewall. Routers and Switches. Network Connectivity. Computer
Hardware. Outsourcing Server Functionality. Software. Office Software.
Enterprise Software. Baseline Measurement for CFA. Application Service Provider.
Baseline Measurement for Evaluating ASPs. Illustrative Scenario for an ASP
Implementation. E-Commerce Platform. Attraction. Interaction. Transaction.
Meeting Content Management Needs. Merchandising. Baseline Measurements for
Merchandising. Navigation. Customization. Baseline Measurements for
Personalization. Baseline Measurements for Customization. Baseline Measurements
for Need. Example: E-Commerce Platform Costs for a B2C Store. E-Commerce
Enterprise Architecture. E-Commerce Software Environments. Ten Rules for
Choosing and Operating the Internet Platform.
4. The Content Stack.
Content is Valuable. The Nature of Content.
Static Online Content. Dynamic Online Content. Interactive Online Content.
HealthyInfo.com: An Online Health Site. DigitallyEntertained.com: An Online
Entertainment Site. Content Production. Content Sources. Content Management.
Content Distribution. Content Aggregation. Content Technology. Content
Standards. XML: Facilitating Information Exchange. XML Jargon. Content
Management Tools. Content Delivery. Top 10 Questions for Evaluating Content
5. The Community Stack.
Elements of a Community. The Target Audience.
Enabling Interactivity. Monetizing Membership. Community: The Four Dimensions.
Assets and Key Drivers. Characteristics of Online Communities. Cost Structures
of Online Communities. Revenue Structures of Online Communities. Top 10 Rules
for Setting up Online Communities.
6. The Commerce Stack.
The E-commerce Environment. Stores. Role of
Offline Retailers. The Hybrid Store of the Future. Marketplaces.
Buyer-Centricity. Seller-Centricity. Characteristics of Exchanges. Vertical and
Horizontal Exchanges. Pricing on Exchanges. Ecosystems. The Value Stack.
CommerceOne. Ariba Commerce Platform.
7. Pricing Models on the Web.
Pricing. The Nature of Markets and Determination
of Pricing. Fixed Price. Name Your Price (Bid/Ask). Negotiated Pricing.
Auctions. Barter. Dynamic Exchanges.
8. Customer Acquisition Models for E-Commerce.
Basics of Branding. Branding on the Internet.
Direct Marketing. Permission Marketing. Affiliate Marketing. Affiliate Marketing
Network. Internet Advertising. Characteristics of Online Advertising. Value
Considerations. Revenue Basis. Types of Advertising. Analysis of Marketing
Effectiveness. Marketing Campaign Elements. Sample Analysis.
9. Application of Business Models.
Business Structure. Evolution of Business
Strategy. Strategy: Understanding the Industry. Understanding One's Own Company.
Setting the Basis for Change in Strategy. Effective Implementation of Strategy.
Business Process Mapping. Choices, Controls, and Consequences. Choices.
Controls. Consequences. Modeling an E-Commerce Store. Industry Analysis.
Business Process Mapping. Modeling Strategy. Platform Choices. Content
Production. Community Development. Commerce Platform. Resource Utilization.
Operations Staffing. Customer Acquisition. Customer Acquisition Costs.
Enterprise Modeling. Modeling Scenarios and Assumptions. Objectives of Modeling.
Results of Modeling. Conclusions.