Marketing is of critical importance in the virtual world. If you do not make yourself known to the millions of online visitors, it is impossible to sell any products or services.

Your business Internet marketing guide includes a description of your target market, chief competitors, advertising and public relations, pricing strategies, and delivery and payment structure.

*Target Market: Who are your customers and how many of them exist online?  How many need to be reached through offline promotions? What are their demographics? Why do they need/want your product or service? 

*Competition:  Who are the major players in your marketplace that are competing for your target market? What similar or different products or services do they offer? What is their size? Are they still growing or have they become stagnant? How long have they been in business? What is their following? What marketing approaches are they using? How can you differentiate yourself from them? If there is too much competition, what niche can you find that will separate you from others?

 *Advertising and Public Relations: How will you let your potential customers and others in the Internet community know about your product or service?  Will you use paid or organic marketing efforts? What specific vehicles will you use, such as pay-per-click, blog, e-zine articles, e-mail, e-books, and videos?

*Pricing:  What are you charging for your products or services?  What pricing model are you using to justify your pricing schedule? How do your prices compare to the competitors’?  Will you offer sales, discount or bulk pricing?  Will customers be charged per item/service or for a certain period of time?  Do they get different services depending on how much they pay? Will they get any services for free?

*Payment:How are customers going to pay for the product or service, such as through a shopping cart, Paypal, credit cards, bank accounts. Will they be charged different fees based on how they pay? How are customers notified of payment received?

*Distribution and Shipping: Are you handling the distribution and mailing of the product or using a drop shipment company? Will customers be charged different prices for shipping depending on specific parameters? How are customers notified that the product is being shipped? What processes are in place for any shipping questions?

*Customer Service. Can customers easily reach you with questions? Do you have your phone number readily available? Can you respond to concerns 24/7? What is your return policy? Do you give your customers an opportunity for  feedback?

Most important, how much time are you willing to give to your overall marketing efforts every day? Remember that once you determine your inventory and have your Web site up and running, much of your time will be spent on marketing.