B 2 C How to Make Your Own

B 2 C How to Make Your Own E-Commerce Site: Step by Step Authors: Marjan Mihanovic, marjanm@eunet. yu Mihanovic, marjanm@ eunet. Dusan Dingarac, dingo@sk. co. yu Zoran Horvat, zoranh@eunet. yu Horvat, zoranh@ eunet. Miodrag Stefanovic, mik 42@yahoo. com Stefanovic, Ivana Vujovic, ile@eunet. yu Vujovic, ile@ eunet. Prof. Dr. Veljko Milutinovic, vm@etf. bg. ac. yu Prof. vm@ etf. bg. ac. yu

What will you learn from this tutorial? This Tutorial will guide you through the following sections: l INTRODUCTION – You will become familiar with some basic techniques and terminology. l YAHOO! Store – The easiest way to make your business Internet-enabled l ec. Builder – Software package, intended for creating more advanced e. Commerce solutions, still very easy to use. l Microsoft Site Server Commerce Edition – The most powerful tool, for the large and most advanced e-commerce solutions. l MBA for B 2 C 2 Made by: Ifact

Introduction to E-Commerce E-Business - The shape of things to come

Introduction The most interesting part of E-business over the Internet (also called I-business) is E-commerce over the Internet (I-commerce) l Over 170 000 people, that were using Internet on 1. 1. 2000. , can be potential customers l Number of Internet users doubles every three years l The most important thing for I-commerce is web store; a place where you can show and sell your goods to Internet users. l 4 Made by: Ifact

Web store l Your store is working non-stop: 24 hours per day 7 day per week 365 (366) days per year Your customers from all over the world can spend their money without any time-zone limits. 5 Made by: Ifact

Web store l Let us see what is needed to open a new web store: 1. Getting an Internet Merchant Bank Account (account that enables credit card transactions over the Internet) 2. Web Hosting (getting WWW space with some Internet provider) 3. Obtaining a Digital Certificate (obtaining initial keys for encryption, etc…) 4. Finding a Provider of Online Transactions (middleman between your customer and your bank) 5. Creating or Purchasing a Shopping Cart Software (getting hold of the web store infrastructure: sw-shelves, etc…) 6 Made by: Ifact

Internet Merchant Bank Account In order to be able to accept credit cards over the Internet, you must apply to your bank for an Internet Merchant Bank Account l Depending on which country you live in and what bank you are with, this can be relatively easy or somewhat difficult. l 7 Made by: Ifact

Web Hosting Web hosting is a very important step in this process l This is how you gain a presence on the Internet in the first place l It is important that the web hosting company is capable of providing you with the level of service that you need to maintain your Web store l A few things to look for are: l – – – Good uptime (over 99, 5% guarantied) Good technical support (your store is working non-stop) Fast connection to the Internet Staff that is knowledgeable about E-commerce Compatibility with major E-commerce providers Classified statistics of access to your Web site 8 Made by: Ifact

Obtaining a Digital Certificate If you are a larger company, however, you may want to get your own digital certificate (for CC processing and/or for processing of sensitive data) l A certificate costs about $150. 00 per year and can be obtained from l – Verisign (http: //www. verisign. com) or – Thawte (http: //www. thawte. com) 9 Made by: Ifact

Provider of Online Transactions There a lot of online transaction providers l They offer all kinds of packages l Decide on a provider's package that fits your needs l This is perhaps the most important aspect in creating an E-commerce Web site. l 10 Made by: Ifact

Shopping Cart Software Generally it is possible to find three different types of Web store l Three types of Web store creating and shopping cart software best represented with three examples discussed later in this tutorial: • 1) Yahoo! Store • 2) Ec. Builder • 3) Microsoft Site Server Commerce Edition l 11 Made by: Ifact

Credit Card The most widely used way of purchasing over the Internet is Credit Card l The consumer surfs the Internet to the merchants Web site, where he/she decides he/she wants to buy something. l The consumer is moved to the online transaction server, which ensures security. l Transaction (credit card billing) is passed through private gateway to a CC Processing Network, where it is completed (or denied). l 12 Made by: Ifact

Credit Card l System of validating card data and making a transaction is shown on this picture Other Merchant Sites Bank Consumer Internet Online Transaction Server Merchant Site Bank Consumer Other Merchant Sites Private Gateway 13 issuing and acquiring banks Made by: Ifact

Electronic Cash Contrary to Credit Card, Electronic Cash is informational equivalent of physical banknotes and coins. l It is perfect for so-called micropayments (such as paying $0. 10 for the one-time use of software or $0. 19 for reading a literary essay) l Electronic Cash can offer such benefits as l – anonymity of the buyer – global acceptance. . . but Credit Card will be dominant for at least the next few years. 14 Made by: Ifact

Yahoo! Store

Introduction to Yahoo! Store l Basic disadvantages – Cannot create original look of the e-Commerce site; sites on Yahoo! Store look similar to each other no matter what effort was taken for visual design. That is because all sites are forced to have the same structure, and only graphical elements and their arrangement on the screen may be partially different – Company still needs its own server in order to use most advanced capabilities of Yahoo! Store (e. g. custom functions for tax and shipment calculation). If company owes a server (virtual or real), it can use other tools (such as ec. Builder) to create more flexible e-Commerce site. – Yahoo! Store certainly cannot fulfill all e-Business demands asked by big companies 16 Made by: Ifact

Creating the Store Suppose at this moment that we are featuring a company named Raspberries, Inc. , which offers ecological fruit: raspberries, blackberries, and strawberries. l Each fruit is offered in a number of forms: fresh, frozen, juice, etc. l First we want to create the store for our company: we may type rasp in the ID field, and Raspberries, Inc. in the name field. l Thus, our WWW address will be: http: //store. yahoo. com/rasp, and heading on our front page will read Raspberries, Inc. l 17 Made by: Ifact

Preparing to Edit the Store After signing with Yahoo!, the screen with options will be shown. l The key page; each one of the 8 sections contains links to vital activities l Only manager can access this page; not the shopper. l 18 Made by: Ifact

Page Variables l l If we click the Edit button at the front page, another page with properties of the front page will load. Properties are referred as Variables. Each page contains a number of variables that describe all relevant details of its look and structure. The site creation activity boils down to the changing of the values of relevant Variables! 19 Made by: Ifact

Changing Some Variables l l l At this step, we will enter the page title and the logo message. Let page title be: Green food from Serbia. If no page title is entered, store title will be used instead (in our case, Raspberries, Inc. ). Message might be assumed as company motto, e. g. Our fruit knows of no chemistry. We also may upload a title image by pressing the Upload File button at the appropriate row. If this image is loaded, it will be used instead of the store title, i. e. instead of Raspberries, Inc. Note that page loading time will be longer when the uploaded image is bigger. It is highly recommended to upload images smaller than 20 k. B, in order to keep high performance. 20 Made by: Ifact

Creating New Section Now we may create sections on our front page. l We will make three sections: l – – – Fresh Fruits Frozen Fruits Finished Products In order to create a section, you should click onto the New Section button on the menu bar. l Then, you will be prompted for name and caption of the new section. l 21 Made by: Ifact

Creating New Section l l To finish section creating, click the Update button. In the same manner, another two sections can be created. After each section is created, appropriate section page is loaded. In order to return to the front page, click Home button at the left margin on the section page. 22 Made by: Ifact

Selecting General Look of the Page Figure shows one possible look of our front page (style Soft on the menu bar). It is important to know that all pages (currently our three section pages) will share the same look. l Note that the menu on the left margin contains three buttons, each of them leading to one of our sections. l It is highly recommended that all pages on the site have the same general visual properties, in order to set impression of stability and consistency to the customer. l 23 Made by: Ifact

Adding an Item to the Section Now, we may try to add items into our store. Menu bar on section pages contains New Item option. l After clicking to New Item option (say, on the Fresh Fruits section page), a form will be loaded. l Four properties of the new item are asked for: name, caption, code (this is internal code of the item), price in US Dollars. l After clicking to the Update button, our item will be added to the Fresh Fruits section. l 24 Made by: Ifact

Full Look of the Item After an image is uploaded, it will be shown both on the item (upper figure) and the section pages (lower figure). l Note that image is shown in full size on the item page, and as a thumbnail at the section page. l Also, there is an Order button at the item page. User will be able to order our product by clicking on that button. l 25 Made by: Ifact

Final Look of Fresh Fruits Section In the same manner, we can add other items to our Fresh Fruits page. l Figure shows possible look of the Fresh Fruits page after four items were added. l By clicking either on the name or the image of any item, appropriate item page will be loaded: then, the user can order the wanted amount of the product. l 26 Made by: Ifact

ec. Builder

ec. Builder l l l Product Name: ec. Builder Manufacturer: Multi. Active Software inc. System requirements: Desktop PC with Microsoft Windows operating system and Microsoft IE 4. 0 or Netscape 4. 0 Product URL: http: //www. ecbuilder. com 28 Made by: Ifact

Payment processing ec. Builder provides full support for online credit card processing l Credit card paying process is security sensitive l The merchant (you) takes care of delivering the bought goods l ec. Place takes care of CC payment processing l (3) Customer enters Credit card number Customer (1) Makes Shopping List SSL (2) Shopping List encrypted with Public Key Technology Your Site (4) Payment request submitted via secure connection ec. Place Server (6) Encrypted e. Mail with results (5) Transaction result Payment Processor (7) e. Mail with results 29 Made by: Ifact

ec. Builder First step : Site Structure ec. Builder will generate several HTML pages, and will correctly hyperlink them l In this step you should choose which additional pages your site will contain l The choices are: l • Content Pages • Your Products or Services Catalog • Feedback Form • Contact Information Page 30 Made by: Ifact

ec. Builder First step: Site Structure 31 Made by: Ifact

ec. Builder Second step - Company Address 32 Made by: Ifact

ec. Builder Third step - Site Builder Profile 33 Made by: Ifact

ec. Builder Fourth step - Contact Person Profile 34 Made by: Ifact

ec. Builder Fifth step - Business Classification 35 Made by: Ifact

ec. Builder Sixth step - Company Identity 36 Made by: Ifact

ec. Builder Seventh step - Web Site Content l l By checking the 'Content Pages' checkbox in Step One, you caused ec. Builder to generate a page with the default title 'background' A link to that page can be found on the main page of the site This 'background' page contains up to 100 links to other pages of your choice and content, which are also generated by ec. Builder You may use this option to add anything you find relevant to your e. Business, or the site in general. 37 Made by: Ifact

ec. Builder Eighth step - Payment Methods 38 Made by: Ifact

ec. Builder Ninth step - Online Processing Other Merchant Sites Bank Consumer Internet Merchant Site ec. Place Online Transaction Server Bank Consumer Other Merchant Sites Private Gateway issuing and acquiring banks The ec. Builder adds one more stage into the generalized e-Business pipeline: The ec. Place l It is a ready-to-use interface to OTP; you do not have to create your own one inside the Merchant Site l Private Gateway = SSL or VPN or anything else to provide security l 39 Made by: Ifact

ec. Builder Ninth step - Online Processing l l l Here you must select the third party online transaction processing (OTP) company you intend to use As of this moment, ec. Builder supports E-xact and Internet. Secure transaction processing companies; the ec. Place is nothing else but software to interact with the OTP After you have obtained a merchant account, you must obtain a separate account with one of the supported OTP companies Go to http: //www. ecbuilder. com/client/merchantaccount for more info on obtaining an account with an online transaction processing company Remember: OTP = TGP (transaction gateway provider) 40 Made by: Ifact

ec. Builder Tenth step - Catalog 41 Made by: Ifact

ec. Builder Eleventh step - Advertising & Statistics l This Step gives you three options to select: – Top Page Banner – Bottom Page Banner – Hit Counter Banners are used primarily for link exchange between sites of similar interest in order to boost up hit ratios, and for some additional cash source (pay per clickthrough banners, for example): e. g. , 1 cent/click l Hit counters are used for tracking visitor statistics for your site, which can be useful when planning your future market strategy l 42 Made by: Ifact

ec. Builder Twelfth step - Order & Inquiry Fields 43 Made by: Ifact

ec. Builder Thirteenth step - Site Design & Preview 44 Made by: Ifact

ec. Builder Thirteenth step - Site Design & Preview 45 Made by: Ifact

ec. Builder Fourteenth step - Security Options 46 Made by: Ifact

ec. Builder Fifteenth step - Search Engines l l ec. Builder can submit your new site to eight (as of ‘this’ moment) search engines, to make sure your E-business site is easy to be found The data and keywords you entered in previous steps will be used in the submit process You may visit an independent Submit-It service provider at: http: //www. submit-it. com For a small fee they will submit your site to hundreds of search engines 47 Made by: Ifact

ec. Builder Fifteenth step - Search Engines 48 Made by: Ifact

ec. Builder Sixteenth step - Upload Your Site 49 Made by: Ifact

ec. Builder Sixteenth step - Upload Your Site 50 Made by: Ifact

Microsoft Site Server Commerce Edition A Technological Survey

Pipeline Editor is a visual tool for creating pipeline files (. pcf). Pipeline is graphically presented as a vertical pipe broken into sections representing stages l Every horizontal section (valve) represents an OPP COM object in the corresponding stage l This software enables user to add and configure OPP objects. Also, user can create or remove stages from the pipeline. l 52 Made by: Ifact

Properties Every ‘item’ object has fields for calculating the price and the additional expenses tied to that ‘item’ l The ‘items’ is an object implemented as a collection of ‘item’ objects l Each ‘item’ includes no methods (only data) l 53 Made by: Ifact

Product Pipeline Aim of this type of pipeline is to gather information about products, and shows it on the product. asp page l This page shows info on the products offered for sale l This stage, among other things, is used for a preliminary single item price determination l 54 Made by: Ifact

Plan Pipeline Plan pipeline is a superset of the Product pipeline l It is used for complete price calculation based on various parameters l What follows is only the NEW stages, not mentioned before, in the product pipeline l 55 Made by: Ifact

Purchase Pipeline This type of pipeline accepts the Order. Form object already processed through the Plan pipeline and completes the order processing by performing financial transaction l This pipeline, among other things, performs the cc authorization and completes the purchase l 56 Made by: Ifact

Issues in Modern Management and Business Administration

The Three Approaches to Business Common Sense l Fast Knowledge l Formal MBA l 58 Made by: Ifact

The MBA Issues of Importance Form l Essence l Morale of the Story l 59 Made by: Ifact