Look,Before,You,Leap,You,would ecommerce Look Before You Leap!

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You would never take a football team into a game without a “game plan”, andit’s only a game. So why would you embark your company on something asimportant to its future existence as an e-business initiative without aclear cut “game plan” or strategy? Yet recent studies show that almost 60percent of businesses that were doing e-business were doing so withouthaving a clearly articulated and well-documented e-business strategy. Itdoesn’t have to be elaborate, just well thought out.To paraphrase what the Cheshire cat told Alice in Lewis Carroll’s Alice’sAdventure in Wonderland, “If you don’t know where you are going, it doesn’tmatter which way you go.” Your e-business strategy is your road map to asuccessful e-business implementation project. Just throwing up a site isnot enough, you must give it a strategic place in your company’s long rangebusiness plan in order to make your investment pay off. If you don’t do itright, someone else will and it will be even more difficult to catch up.There is a lot more to e-business than a web siteUnfortunately, all too often, companies think of their corporate web siteand applications that communicate with customers and trading partners onlineas their e-business strategy. For the most part these sites are justextensions of their current business model. The companies have given littleor no thought to leveraging the Internet to offer entirely new products andservices, transfer processes online, or exploit new markets. The web siteand the Internet should be thought of as an enabling technology and not astrategy in and of itself.How often have you visited the web site of a company that you have alwaysrespected, only to find that your experience there left a lot to be desired?A poorly thought-out web site can quickly turn off customers that have takenyears to attract and nurture. Your competition is only a click away, so whydo so many companies pay so little attention to getting it right? A lot ofvery good business men and women are just too busy with day-to-dayoperations and allow themselves to be drawn in to a “quick fix” or an“economy approach”, without realizing just how important this world-wideexposure is for their business. Local reputations can be lost in an instanton a world stage because someone just didn’t think it through.Part of the reason for this lack of an e-business strategy is that many wellintended business owners and managers don’t seem to realize, that now, morethan ever, they need a strategy to ensure that their e-business efforts andoverall business goals and objectives are aligned and met.The wave of the futureThe B2C bubble burst and now evidence seems to point to the fact that B2Bhas not taken off as earlier expected. But is this really a businessfailing or just a timing issue? Only the truly naïve would fail to face upto the fact that in the end most business transactions will be handledonline. It is just a matter of when and how soon your business will get onboard (or your competition’s).As more and more consumers begin and continue to buy online, it is evidentthat the problem has been with viable e-business models, not the concept.Selling products and services online and foolish business models are twodifferent issues and no reason to be left behind as businesses begin to getit right.How to get there from hereIt is no time to panic, but it is time for businesses, small and largealike, to begin (if they have not already done so) thinking about theire-business strategies. And those companies who have made aless-than-successful attempt at an e-business initiative, should revisittheir planning process and evaluate their earlier effort. (Develop a goodstrategy now and try to salvage as much as possible, but learn from yourearlier mistakes.)If your customers and suppliers are in the development stages of e-businessapplication systems, you don’t want to be left in the dark when they arelooking for compatible customers and suppliers themselves. Now is the timeto plan, not when you are required to comply or take your businesselsewhere. By beginning the strategic planning cycle early, you can plan toimplement systems in smaller more manageable increments. Smaller moremanageable steps also means that your development efforts will be moreflexible and easy to adjust as newer technologies or strategies becomedesirable.In order to survive in the long term, you are going to have to come to gripswith how you are going to purchase supplies and sell your products andservices in an online environment. You might as well begin the thought andplanning process right now, before it is an emergency.Companies that wish to embark on successful e-business initiatives mustfirst make sure that these projects align with their long range businessplans and goals (and often these have also not been well thought out andarticulated.) And you have a business to run. So don’t be afraid to seekhelp. But remember, before you hire your cousin’s whiz-kid to develop awhiz-bang web site, you need the direction a well thought out e-businessstrategy can provide.