How small organizations such as startups, non-profits and clubs can get a complete online presence without developers, an IT department or a budget. Covers domain names, registrars, DNS, web hosting, email and groupware hosting, CRM, content management systems to build web sites, e-commerce, SEO and online advertising. Presented to the UCLA Anderson School of Management's Entrepreneur Association.

1. Dot Com in a Day Getting your business online without developers, an IT department or a budget Slides and links: www.wright.ru/dotcom 1

2. Dot Com in a Day Getting your business online without developers, an IT department or a budget Components of online presence 2

4. Start-ups

5. Non-profits

6. Clubs

7. Vanity domains

8. Negligible technical skills needed:

9. Technical basics are minimal – fundamentals covered today

10. Many easy-to-use tools available

11. Just requires knowledge and time3

13. Free and Open Source Software (FOSS) e.g. Mozilla, Apache, Linux

14. Free proprietary resources e.g. Google, DNS services etc.

15. Community support

16. Professional:

17. FOSS serves over two thirds of web sites globally

18. Many prominent sites use free software

19. Other examples: Firefox, Ubuntu, OpenOffice.org

20. No reliance on ‘security through obscurity’

21. Adoption of open source by governments and agencies4

24. Using standard, popular FOSS packages also saves on hidden costs:

26. Introduction Your interests: 6

28. In e-Commerce before – and during – the dot-com bust

29. IT and Development Manager for a banking consultancy

30. Designed and implemented many web sites/apps for all purposes:

31. Personal

32. Non-profits

33. Clubs

34. E-commerce and fashion

35. Small businesses

36. International banks

37. But I’m not a developer7

39. Leased, not bought

40. No domain squatting: must be for fair use

41. Parts: host name(s), secondary domain, top level domain (TLD)

42. Example format: hostname.domain.tld

43. Top level domains: .com, .net, .org etc.

47. Consider opting for a private registration (free with some registrars) to hide your personal details from spammers Internet configuration 9

49. Example: namecheap.com

50. Cheap and includes anonymous WhoIs registration

51. Search for domain(s) and add to your cart – consider other TLDs

52. At checkout, define four contacts (ICANN requirement):

53. Registrant

54. Administrative

55. Technical

56. Billing

57. Can all be the same; different contacts get different communications, e.g. DMCA complaints, renewal notices etc. Internet configuration 10

59. Do not choose any URL or email forwarding options

66. A record

67. Master record for each server, must exist

68. Points to the server’s IP address

69. CNAME record

70. Alias pointing to an A record’s name (not IP address)

71. Simple example:

72. A: londonbound.info  72.55.186.8

73. CNAME: www.londonbound.info  londonbound.info

74. MX: londonbound.info  72.55.186.8 with MX value 1Internet configuration 14

77. For a new domain, add an A record for domain.tld, a CNAME for www.domain.tld and an MX for the mail server Internet configuration 15

79. For an A record:

80. Fully Qualified Domain Name (FQDN): domain.tld

81. Record Type: A

82. Record Value: IP address of server

83. Leave MX Value blank

84. For a CNAME record:

85. FQDN: hostname.domain.tld (e.g. www.hostname.tld)

86. Record Type: CNAME

87. Record Value: hostname.tldInternet configuration 16

89. For an MX record:

90. FQDN: domain.tld

91. Record Type: MX

92. Record Value: domain.tld OR IP address

93. MX Value: any numbers, in ascending order for each server (lowest number for main mail server, other records for failover mail servers) Internet configuration 17

98. Can start here and upgrade later

99. Reputable hosting companies:

100. www.webhostingpad.com (+ free domain name)

101. www.bluehost.com (+ free domain name)

102. www.inmotionhosting.com

103. Look for a cloud-based/automatic failover serviceHardware & hosting 20

105. Linux is the default and is usually best:

106. Cheaper

107. More flexible (more software available)

108. Don’t be put off: no scary command lines to tackle

109. Everything is done through a web-based control panel

110. Windows is only needed for Microsoft-specific services

113. At least daily if you have a dynamic (database) site

114. Control panel will have a backup management option – USE IT!

115. Quick look at a typical control panel at my host: iWeb

116. File Manager

117. One-click installs (Fantastico) – great if no customizations

118. Web usage stats

119. Backups

120. Database creation and administrationHardware & hosting 22

122. Quarter or half of resources of a physical server

123. Command line access, full control over parameters

124. Use control panel to get performance without hassle

125. Dedicated servers

127. Rent rack space, install and manage own servers

128. Negotiate contracts with ISPsHardware & hosting 23

130. Access Control Lists (ACL)

131. Delegation

132. Centralized administration (IT support)

133. Share information geographically

134. Improve coordination, ensure business continuityGroupware & desktop apps 24

137. Free (limited, community supported) and paid versions

138. Hosted or self-installed

139. Zimbra is owned by VMWare (previously by Yahoo!)

140. See www.zimbra.com/products/product_editions.html and www.scalix.com/community/communityedition /othereditions.php Groupware & desktop apps 25

142. Free for 50 users, 7GB mail storage each

143. Hosted solution: no hardware or software maintenance

144. Cheap upgrade to Premier Edition for more storage

145. Google high availability and quality of software

146. Industry-leading spam filtering

148. Limitation: data access control for sites, but not for email yetGroupware & desktop apps 26

151. Users can download installer to put shortcuts on desktop (using Google’s fast Chrome browser)Groupware & desktop apps 27

153. Google Apps uses the familiar Google Calendar

160. Intranet: Google Sites, Wikis (see Fantastico options)

162. Writer = Word

163. Calc = Excel

164. Impress = PowerPoint

165. Draw = Visio

166. Base = AccessGroupware & desktop apps 31

168. Central repository of information; retain when staff leave

169. Access anywhere: no office-bound rolodexes or spreadsheets

170. Aids/imposes workflow: teams, pipelines, targets, reporting

171. Great as an email marketing campaign tool with tracking

172. Integrate with web site for prospect registration

174. Commercial and self-install (free) optionsGroupware & desktop apps 32

177. Integrate with mail clients for instant archiving of client emails

178. Example: installation used for e-commerce email marketingGroupware & desktop apps 33

180. Unlimited storage and automated backup options:

181. Mozy: www.mozy.com (2GB storage free or $5/month)

182. Asus Web Storage: www.asuswebstorage.com ($40/year, backup 3 computers on one account)

183. Backup web servers, or send local backups to a file server/ network disk (NAS) using a file synchronization tool like PureSync (free) so only one backup account is needed Groupware & desktop apps 34

185. PDF tools: CutePDF Writer, Foxit PDF Editor & Creator

186. Open source ERP: Compiere, Openbravo

188. Web conferencing: VNC (multi-OS remote desktop app), Skype, Mikogo, DimDim and VMukti (WebEx alternatives)

189. Operating systems: Ubuntu and other Linux variations

190. Almost anything! See SourceForge, HotScripts, Force.com etc.Groupware & desktop apps 35

193. Joomla is simpler and does a lot; Drupal is the ‘pro’ option

194. Joomla examples: londonbound.info, thomasmurray.comWeb content & applications 36

199. Test drive basic Joomla features at demo.joomla.org: create an account and try the public front end and administrator back end Web content & applications 38

201. Currently has 4206 add-ons and an active support forum

204. Standalone (can usually ‘bridge’ to CMS):

205. phpBB: www.phpbb.com – advanced, most popular

206. Vanilla: www.vanillaforums.org – lightweight, simple

214. Newer standalone packages challenging commercial engines:

220. Update content regularly, e.g. with a blog or white papers

223. Use a clean design template and cut down on JavaScript to keep keywords high up on page/in HTML Web content & applications 46

227. Do not ‘hide’ content from search engines:

228. Behind login functions, unless necessary

229. In graphics (use ‘alt’ text to describe images)

230. In Flash content

231. In frames or iframes

233. In short, keep it readable and honestWeb content & applications 48

239. Sitemaps: a standard used by MSN, Yahoo, Google

240. See sitemaps.org, Google Webmaster Toolsand generators at xml-sitemaps.com and various tools for CMS sitemap generation and submission e.g. JCrawler for Joomla Web content & applications 50

245. Yahoo (formerly Overture) – searchmarketing.yahoo.com

246. Microsoft/MSN – advertising.microsoft.com

247. Benefits: targetable, trackable, broad reach

248. Pitfalls: click fraud (10-20%?), trademark infringementWeb content & applications 52

254. Short, text-based (and more recently graphical)

255. AdWords – shows adverts alongside search results

256. AdSense – places adverts on relevant web sites

257. Access both programs through adwords.google.com

259. Standard Edition has more targeting and tracking optionsWeb content & applications 55

264. Perry Marshall, AdWords guru: perrymarshall.com

265. www.doubleclick.com/insight/research/ – reports on click fraud, campaign optimization and more Web content & applications 57

267. www.elance.com – huge site but charges both sides

269. Think quality: requirements, contracts, communication, results

270. Problem: difficult to separate the wheat from the chaff

271. A few precautions can aid success (common sense but easier said than done) Web content & applications 58

275. Salesforce’s Force platform, Google Apps, SAP Business ByDesign

276. Many more at www.saas-showplace.com

277. Web and user interface design:

279. Dot Com in a Day Contact: Andrew Wright andrew.wright.2010@anderson.ucla.edu QUESTIONS? 62