It's easier than you think, but some caution and careful planning are in order. For every Web triumph, there are many more businesses that fail online. Proper planning will save wasted effort and precious resources and enhance your chances for success. Give some thought to these issues:

First, establish measurable goals for your online efforts. Determine how much business you'd like to do online. Whether it's 10% of sales in three months or 30% in 12, you need a benchmark with which to judge your success. This way you'll be able to adjust your strategies and tactics to achieve the desired results.

Keep the old real estate axiom in mind: Location, location, location. Where you choose to locate your site is as important as where you set up your physical store. Take some time to consider site selection. Will your Web site be a stand-alone location with its own Internet address? Or will you place your store in an "Internet mall"? There are pros and cons to each option. Among the factors that govern your choice:

• The amount of financial and human resources you can devote to your site. (If you lack the time and money to manage your own site, consider an online mall, which will handle many of the site-management tasks for you.)
• The types of products and services you sell. (Are they better displayed in an onsite mall environment, or do they stand better on their own site?)
• How your customers like to shop online

  Do your research. Consider your options. Choose carefully.

Finding the right "look and feel" is also critical. The right partner can help. Few small businesses have the resources or technical savvy to design, build and maintain their own sites.  We will be happy to refer you to a web design company who can help you create a professional-looking site designed to attract your customers and sell your products or services. Remember, selling–not telling–is your goal.

If you would like a more "do-it-yourself" approach, consider using one of the many web design applications. You simply plug in information about your company and your products, and the software generates your home page.

No matter what option you choose, be certain that your site makes it easy for your customers to find what they are looking for and how to place orders for your products or services.

Don't put the online shopping cart before the horse. Setting up an online storefront before you have the right infrastructure in place is a recipe for trouble. Be sure your site has the resources and technology to handle transactions and fill orders. Good planning here will pay off in greater efficiency and speed when it comes to order fulfillment. That, in turn, will make your customers happy and keep them coming back for more.

As with any start-up operation, persistence is key. Stick with it. Learn from mistakes. Elicit feedback from your online customers. Talk with other online businesses. Adjust your strategy, and refine your tactics. Then reap the benefits.