Launching onto the Web:
A Small Business View  
by William J Piniarski

Table of Contents:

Chapter 1: Introduction

Getting ready to expand your business model onto

the World Wide Web. A guide to understanding

how this book works for you.

Chapter 2: The Blind Leading The Blind

Investigating the nooks and crannies of the internet

and the World Wide Web in order to cement a solid

foundation for technical areas that will be


Chapter 3: Domain Name Therapy

Creating an identity on the web by choosing your

publicly accessible address. Looking into

concerns over naming rules, philosophies and

restrictions. Eliminating the obsessive compulsive

domain name disorder.

Chapter 4: Your ISP

Choosing a proper home for your website while

concentrating on low-cost solutions. Investigating

the different brands of internet provider, and

determining how to go about choosing a solid one.

Chapter 5: Danger! Falling Rocks

Setting down the primary fabric for your

website in respect to your customer base. Gaining

knowledge about what not to do and what

consequences the wrong design choices will


Chapter 6: Why Does My Search Engine Hate Me?

Getting your website noticed quickly and

efficiently. Solid introduction to the multifaceted

world of website advertising and marketing


Chapter 7: Behind the Counter

An evaluation of the numerous billing and payment

methods available for the web merchant, as well as

an overview of data security.

Chapter 8: Looking Large

Using low-cost technology and the internet to

make a big business impression with a small staff.

Utilizing the home and virtual office effectively.

Chapter 9: Customer Relations

Learning how to deal with client relations and

client disputes on the internet, while focusing on

business ethics and practice. Using these traits to

help polish the business image.

Chapter 10: Watching Your Back

An introduction to the emerging fields of internet

law and international law.

Chapter 11: I Had a Party and Nobody Came

Coming to grips with possible failures in web

business and using warning signs to avoid them.

Obtaining alternative income to keep you afloat.

Chapter 12: Future Shock

What’s coming in the near future of the internet

and business. Investigating the technologies and

theories that will shape the World Wide Web in the

years to come.

Chapter 13: Putting the Puzzle Together

A run through of the creation of a specific

business website using some of the topics

discussed in previous chapters.

Appendix A: Technical Glossary

A quick reference for some of the more complex

terms discussed in this work.

Appendix B: Remote Server Logons

A user's guide to leased web server connections.

Transferring information between the personal

computer and the web server.

Appendix C: Spam Protection Guidebook

Safeguarding your e-mail boxes from the ruthless

onslaught of unsolicited ads and messages.

Appendix D: Getting Started Through America Online

Using the most popular on-line service in the

world for a website springboard. Experimentation

and education for the novice.

Appendix E: Internet Provider Database

A helpful listing of some providers and companies

that can get you up and running.

Appendix F: Beginner's Reference to HTML

Basic HTML programming language tags and


Extended Contents:

Chapter 1: Introduction

• What This Book Is.

• What This Book Is Not.

• What Experience Is Needed.

• Conventions Used in This Book.

• Input and Updates.

Chapter 2: The Blind Leading the Blind

• The Internet.

• Its Structure.

• Its Birth.

• Its Growth.

• Tools of the Internet.

• The World Wide Web.

• The Web’s Origins.

• The Web Model.


• HTML Editors.

• What Is a Website?

• Web Browsers.

Chapter 3: Domain Name Therapy

• URLs and Domain Names.

• Types of Domain Names.

• InterNIC Registration.

• NOMINET: Registration in the United Kingdom.

• Other Registration Services.

• Looming Registries.

• Choosing Your Domain Name.

• Domain Legal Issues.

• Real World Domain Disputes.

• InterNIC Registration Process Overview.

Chapter 4: Your ISP

• Web Server Creation.

• Server Software.

• Connecting to the Backbone.

• Web Server Leasing.

• Internet Service Providers..

• Choosing Your Provider Type.

• The Four S's of IPP Selection.

• Speed

• Service

• Selection

• Security

• Bandwidth and Quotas.

• Where to Look for IPPs.

Chapter 5: Danger! Falling Rocks

• HTML Standards.

• Mapping Out Your Plans.

• Filenames.

• The Welcome Page.

• The Business Card Website.

• Under Construction Signs.

• Pleasing the Masses.

• Things You Just Can't Resist.

• Working Example.

Chapter 6: Why Does My Search Engine Hate Me?

• Introduction to Web Marketing.

• Word-of-Mouth.

• Search Engines.

• Getting Indexed.

• Getting Notices in the Clutter.

• Feeding the Spiders.

• Content Placement.

• Content Hiding.

• Comment Tags.

• Meta Tags.

• Meta Content Format.

• Informational Crowding.

• Multiple Entrances.

• Working Example.

• Evaluating and Fine Tuning.

• Links and Banners.

• Web Rings.

• Banner Exchanges.

• Usenet and Advertising.

• Spam and Mass Advertising.

• Mass E-mail Mythology.

• Advertising Through Secondary Content.

• Advertising off of the Net.

• Tracking Your Progress.

• Stalking the Customer.

Chapter 7: Behind the Counter

• The Needs of the Consumer.

• Establishing Digital Security.

• Secure Sockets Layer.


• SET Standards.

• Pretty Good Privacy.

• International Encryption Law.

• Electronic Payment Systems.

• Credit Cards.

• Credit Card Real-Time Processing.

• Checks.

• Digital Wallets and Coins.

• Credit Card Merchant Alternatives.

• 900 Numbers.

• Smart Cards.


• Mondex.

• More Alternatives.

• Digital Banking and Investment.

Chapter 8: Looking Large

• The Virtual Office.

• Vocal Systems.

• Fax Systems.

• Mobile Business.

• High-Speed Internet Access.

• On-line Telecommuter Resources.

• Using the Internet to Heighten Your Image.

• Electronic Mail.

• Your Website.

• Capturing the World Through Translations.

• Reseller Business.

• Knowing Your Client Base.

Chapter 9: Customer Relations

• Internet Ethics.

• Your Business' Place On-line.

• Internet Service Outages.

• On-line Conflict.

• Protecting the User.

• Spoiling the User.

• Feedback.

• Contracts and Signatures.

• Proving Identity.

• Third Party Use.

• Billing and Collection.

Chapter 10: Watching Your Back

• Jumping Borders.

• Website Content Issues.

• Link Issues.

• The Global Effort.

• The Berne Convention.



• The Hague Conference.

• Initiatives for Electronic Standards.

• Further References.

Chapter 11: I Had a Party and Nobody Came

• Giving up Without a Fight..

• Reasons for Failure and Solutions.

• Incorrect Product or Service.

• Incorrect Pricing.

• Incorrect Page Format.

• Incorrect Page Content.

• Lack of Advertising.

• Dealing with the Wrong People.

• Domain Name Mistakes.

• Server Power Overkill.

• User Access Problems.

• Lack of Diversification.

• Generating Secondary Income.

• Banner Ads.

• Attracting Advertisers.

• Bulk Buyers.

• Professional Brokers.

• Pay-Per-Purchase.

• Overloading the Billboard.

• Multi-Level Marketing.

• Further References on Advertising.

• Falling Gracefully.

• One Man's Junk.

Chapter 12: Future Shock

• The Future of the Internet.

• Rebirth and Renewal.

• Modems on the Rise.

• Too Much Too Soon: The Web's Present Future.

• The Future of Website Programming.

• The Future of Internet Business.

Chapter 13: Putting The Puzzle Together

• Project Background..

• Project Goals.

• Project Home.

• Project Layout.

• Project Construction.

• Project Promotion.

• Bells and Whistles.

• Maintaining Speed.

• In Conclusion.

Appendix A: Technical Glossary

Appendix B: Remote Server Logons

• File Transfer Protocol.

• FTP Troubleshooting.

• Telnet.

• Microsoft Frontpage.

• No Connections.

Appendix C: Spam Protection Guidebook

• Alias Manipulation.

• SMTP Redirection.

• Offender Lists.

Appendix D: Getting Started Through America Online

• AOL vs. the Internet.

• Creating Quick Websites on AOL.

• Expanding Beyond AOL.

• Staying in Touch With AOL.

• AOL Business Advantages.

Appendix E: Internet Provider Database

Appendix F: Beginner's Reference to HTML