Effective Web Presence Solutions for Small Businesses: Strategies for Successful Implementation

Citation

Doldi, L. (2009), "Effective Web Presence Solutions for Small Businesses: Strategies for Successful Implementation", Online Information Review, Vol. 33 No. 6, pp. 1203-1203. https://doi.org/10.1108/14684520911011106

A web presence has become fundamental in many businesses, independently of the focus of the business itself and of the dimension of the companies. While medium‐to‐large companies do not generally have problems in affording a web presence, for small businesses setting up a web presence and maintaining it can be a challenge because of many aspects: missing financial basis, poor technical know‐how, not so many resources to maintain the web presence could be some of the problems a small business has to deal with.

The professional literature is of little help when considering what in particular a small business must consider when setting up a web presence: small businesses are left almost without guidance in relation to how to approach all aspects of establishing and maintaining their web presence. This is why the editors of this collection have attempted to bring together in one place the various issues faced by small businesses in setting up and maintaining a web presence, trying to analyse step by step all aspects involved.

To avoid misunderstanding it is important to underline that this book is not about virtual businesses, but for businesses with a physical presence that are looking to supplement this with a web presence. Having defined what is here meant by “small business” (“any business with one to 20 regular employees”), the authors analyse in detail all steps one has to face before and while setting up a web presence, as well as for maintenance. Developing a business plan, defining the contents, choosing the host, setting out the design, promoting the web presence and finally evaluating the web presence are all described in detail in this collection. As examples, the author analyse the experience of a winery, an accountant, a tourism enterprise ‐ their needs, difficulties, targets, and finally the results of their web presence.

Although the book starts from the practitioners' experience, it must not be thought that this is a work for small businesses. The structure and the language are of an academic nature. It is less likely to appeal directly to small business, but rather to consultants or developers of new web tools or systems from the viewpoint of small businesses. One of the merits of this book is its in‐depth analysis of the needs and views of small businesses concerning a web presence.