 Recommened
This book helps you organize all the thoughts you already have on how to start an on-line business. It's easy to read, not brain surgery and full of little tit bits that you are absolutely going to need. I found his advise on building your website very helpful, even though I had a bunch of my own ideas.
When I had finished reading, I felt more confident than ever that I knew what I was doing, and was ready to make the next steps.
 Warning: Very elementary
Read the book in an hour and was extremely disappointed. The author has one whole chapter devoted to how to create a home office. If you can't even figure out how to create a home office, you should NOT start a business.
The rest of the first half of the book is whether to start a sole proprietorship, LLC, S Corp, C corp, and that you should get trademarks, copyrights, and proper licenses. Skip everything he says, your lawyer will give you all the advice you need.
The 12th chapter is a perfect example of how disappointed I was in the author. The 12th chapter is called "Expanding your Business" and the books title is called "How to START a Home-Based Online Retail Business". Think about that for a second.
The last chapter is almost comical. It is about how to keep good relationships with your friends/family and have balance in your life. If I wanted a Tony Robbins or Steven Covey book I would have bought one. I thought I was buying a book on starting an online retail business.
I couldn't have been more disappointed.
A great start...
This book was very helpful for me when I first started my online business. Sure, its not going to tell you exactly what to do, but it will point you in the right direction. You will find basic information on licenses and taxes, starting a website, time management and so on. I do think this book is a little dated though. The author started his web business during the very beginning of the world wide web going mainstream, and so he wasn't up against thousands of other people who were trying to do the exact same thing. In a lot of ways, I think he had it so much easier in the mid '90s than we do today.
You will need to find additional and updated information eventually - especially for marketing your business, but this book will give you a good, basic start.
making money
I am still listening. I got the audio version.
I consider it really slow and full of self advertising.
He could easily explain everrything he did in 10 chapter in only one chapter. If you have a lot of time, get this book. If you are looking for a writer to go to the point right away, look elsewhere.
The writer wrote this book to get people to visit his website.
The good: I learned a lot. He gives good recommendations as far as who you should hire to do everything to start your business.
Touches on Important areas, leaves some gaps
A found this to be a general overview and "get your feet wet" book on opening your online retail store. I thought there was a little too much storyline and not enough in-depth information. For example, when filing for a Trademark/Servicemark (so nobody can use your name or symbol) the author only touched on this subject. It really didn't go into the online process of applying for a Trademark/Servicemark, which is very in-depth and very important information.
Chapter 7- "What you Need to Know about Creating Your Website" definitely needs to be expanded and the author needs to elaborate. I think he should've used more examples on SEO (search engine optimization) a critical area in the survival of your website. More specific tips for increasing traffic to your site is definitely needed.
The author did a pretty good job on explaining shipping methods and establishing merchant accounts (visa/mc) and what to expect with fees. Chapter 9- "Getting Paid" was helpful.
Lastly, less fuzz on creating balance in your life, creating personal time, making time for family and friends. I think I needed more meat and potatoes with this book, less cranberry sauce. It's worth picking up the book, because it's practically the only book available of its kind, but keep in mind this book will mainly serve as an outline for starting your business, the rest is up to you.
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