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If you have already established an Internet presence, or are thinking of putting your organisation on the Web, there are things that need to be considered to ensure that your Internet presence achieves its objective. The Internet is a dynamic and fast-paced medium, so it is important to act quickly. Expediency, however, doesn't mean you should forgo common sense marketing principles. The key to getting what you want from your Internet investment is strategic thought and planning.

You don't have to be an Einstein to use the Web wisely.

Who are the target customers for your Web presence?

• Can you target existing customers, new customers, or both?
• How can the Internet tie in with your existing competitive advantages?
• Will you be positioning yourself differently on-line?

How can you incorporate the Web into existing activities?

• Can you use the Web for selling products and services directly on-line?
• Can you provide cost-effective, global on-line support or assistance?
• Can you improve general business or marketing communications?

Who are your potential competitors?

• Are your existing traditional competitors likely to be competitors in the on-line market?
• Do you have different competitors on-line?
• How can you position yourself against on-line competitors?

Are there potential business allies on-line?

• What other companies are doing business on-line that offer non-competitive products and services to your customers?
• How can you form an alliance with them?
• What existing virtual communities could your company join?

What will it cost and what will you gain?

• How much will it cost for computer hardware and software, site developers, ISP hosting costs, development costs, and on-going maintenance costs)?
• What will you gain from having an Internet presence?
• Do the gains out-weigh the costs?

To be successful on the Net, you will need to establish a strategy, implement it, analyse the results, and then adapt accordingly. HyperWrite has the expertise and experience to help your company design and implement a strategic plan for your Internet presence. We have helped both government and non-government organisations and businesses make the most of the Internet.