Here\'s a presentation on: Adding eCommerce to Your Business. I presented this at the University of Toledo Business Marketing event this fall. Enjoy!

1. Tuesday, October 17, 2011
Joe Metzger
President, Metzgers Printing + Mailing
joe.metzger@metzgers.com
12/7/2011

2. Introducing: Joe Metzger
 Who is Joe?
 Why is Joe talking about websites?
 My story…
GET IT DONE.

3.  Entrepreneurialism since the 6th grade
 1980: 6,500 typesetting firms in the United States
 1984: Introduction of the Apple Macintosh
 By 1990: Zero typesetting firms
 To survive, Metzgers adapted to change
When life gives you Lemons…
GET IT DONE.

4. Metzgers adapted to change.
 1995: Entered into the printing marketplace
 1997: Launched the first branded storefront: The
Stationery Store
 Today: Over 50 branded storefronts for custom printed
products and logo’d items
 Optimized front-end and back-end processes for
storefront orders
 Call center, production-on-demand, warehouse,
fulfillment and distribution services
GET IT DONE.

5. Learn about the ins and outs of an online
eCommerce business in this fast-paced,
solution providing session.
GET IT DONE.

6. Your business’ web presence.
1. Brand, image and lead generation
2. Storefront tool to bring in business
3. eCommerce to expand market share
4. eCommerce as a stand-alone business
GET IT DONE.

7. What have I experienced at Metzgers?
 Brand, image and lead generation
 www.metzgers.com
 Storefront tool
 www.HealthSourceEZStore.com
 eCommerce to expand market share
 www.TonyPackos.com
 eCommerce as a stand-alone business
 www.PrintBigChecks.com
GET IT DONE.

8. Look at your eCommerce business from:
 30,000 feet
 3,000 feet
 500 feet
 And, in the trenches!
GET IT DONE.

9. Purpose of websites:
 A brand, image and lead generation site brings in leads
for sales and marketing to act upon
 An eCommerce extension of a business is used to sell
more products to more people, with less touches
 An eCommerce business is in business to sell products or
services online
GET IT DONE.

10. Starting a business should be easy!
 What are you selling?
 A one time sale or possible repeat customers?
 Who are you selling to?
 How will you find customers, or how will customers
find you?
 Why will customers buy?
GET IT DONE.

11. Questions to ask about your customer base.
 What is the benefit to the customer?
 What will make the customer come back?
 Are there enough potential customers out there?
 How will we find more customers?
 Will customers become fans?
GET IT DONE.

12. Questions to ask about the business.
 How much does it cost?
 How much money will be made per order?
 What are the upfront costs?
 Can supply meet demand?
 How will you deliver?
 Is there a busy season?
 Do you need partners or partnerships?
GET IT DONE.

13. Let’s dive in and look at some examples.
 Brand, image and lead generation
 Metzgers.com
 Storefront tool
 HealthSourceEZStore.com
 eCommerce to expand market share
 TonyPackos.com
 eCommerce as a stand-alone business
 PrintBigChecks.com
GET IT DONE.

14. What steps do we take for each?
 Brand, image and lead generation
 Storefront tool
 eCommerce to expand market share
 eCommerce as a stand-alone business
GET IT DONE.

15.  Locate a good designer or a solid web design and
development company
 Choose a platform
 Create or hire someone to create the content
 Content and design are not the same thing!
 Organize and create a website map
 Set a timeline
 Provide goals, expectations and possibly incentive to the
development team
GET IT DONE.

16.  Comb through competitor’s websites
 Complete a SWOT analysis
 Think about how you’ll find customers
 Plan a social media, SEO and PPC plan
 Plan email, direct mail, cross-media advertising and
marketing campaigns and PR
Unseen + Untold = Unsold!
GET IT DONE.

17.  What URL’s are available?
 Does the URL fit within the business model?
 Is the URL easy, cool and effective?
 Is the URL the company name?
 Do you need more than one URL?
 Maybe a specific URL for different markets?
A URL (Uniform (or Universal) Resource Locator)
is the address of a website.
GET IT DONE.

18. There are lots of websites to aid in your search:
 GoDaddy.com
 NetworkSolutions.com
 Domize.com
 Whois.net
GET IT DONE.

19. Our search for PrintBigChecks.com:
• PrintLargeChecks.com • VeryLargeChecks.com
• MyBigChecks.com • SuperLargeChecks.com
• HugeHonkingChecks.com • PrintBIgChecks.com
• MyBigChecks.com • MakeGiantChecks.com
• EnormousChecks.com • Really-Big-Checks.com
• BigChecksSite.com • ReallyLargeChecks.com
• HugeChecksSite.com • ReallyHugeChecks.com
• ExtraBigChecks • PrintGiantChecks.com
• GiantChecksSite.com • FlippinHugeChecks.com
• BigEzChecks.com • FlippingHugeChecks.com
• SuperBigChecks.com • FreakinHugeChecks.com
• SuperSizeChecks.com • FreakingHugeChecks.com
• StupidSizeChecks.com • PrintBigChecks.com
• ReallyLargeChecks.com
GET IT DONE.

20. Available eCommerce software packages:
 There are lots of choices
 Work with your web solutions provider to pick one that:
 Fits within the website
 Allows for credit card / PayPal transactions
 Works with your merchant account
 Reputable and reliable
GET IT DONE.

21. Available eCommerce software packages:
 Some choices include:
 ShopSite
 Zen Cart
 OSCommerce
 Potential issues or opportunities
 In-house on your servers, Internet connection
 Hosted
 Many host providers include eCommerce software
GET IT DONE.

22. To get paid online, you need to know about
merchant accounts.
 Choose your bank
 Learn how they work and make sure it works for you and
for your bank account(s)
 What online credit card processors do they support?
 Make them aware of your website
 Show it during the development phase
 Get the bank excited about you!
GET IT DONE.

23. There are different fees associated.
 Know your banking and merchant fees
 Heck, make sure you know all of your costs!
 Boxes, tape and packaging supplies
 Product cost
 Phones and Internet connection
 Computer and software PLUS upgrades
 Innovation / R&D for future products and services
 Budget and plan for the future!
GET IT DONE.

24. Online credit card processor choices:
 Again, there are many!
 Payment Gateway
 Requires a merchant account
 Examples: PayPal Payflow Pro, Authorize.net,
Network Merchants, Inc.
 PayPal Website Payments Pro
 Bring your bank account to PayPal and connect them
 Includes the merchant account and gateway
GET IT DONE.

25.  Track your inventory
 Follow your shipping game plan
 Make every shipment a positive experience for your
customer
 During start-up, be sure to follow through with your
customers to ensure satisfaction
GET IT DONE.

26. Track the database and create a system.
 Track order and customer data to assist with running your
business
 Order entry method (phone or website)
 Ship to address
 Email addresses
 Mailing addresses
 Shopping habits
 Inquiries
GET IT DONE.

27. 1. Fulfill and deliver on-time and accurately
2. Market your website actively
3. Grow your business
4. Repeat 1, 2 and 3 daily!
5. Keep looking for the next product(s) or websites
GET IT DONE.

28. Think differently.
Be curious.
Stay hungry. Stay foolish.
Get it done.
GET IT DONE.

29. Stay hungry. Stay foolish.
http://www.youtube.com/watch?v=PK2XvOs8e1s
Get it done.
www.metzgers.com
GET IT DONE.