B2C

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B2C
How to Make Your Own E-Commerce Site Step by Step

• Marjan Mihanovic, marjanm_at_eunet.yu
• Dusan Dingarac, dingo_at_sk.co.yu
• Zoran Horvat, zoranh_at_eunet.yu
• Miodrag Stefanovic, mik42_at_yahoo.com
• Ivana Vujovic, ile_at_eunet.yu
• Prof. Dr. Veljko Milutinovic, vm_at_etf.bg.ac.yu

Authors
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What will you learn from this tutorial?
This Tutorial will guide you through the
following sections

• INTRODUCTION
• You will become familiar with some basic
  techniques and terminology.
• YAHOO! Store
• The easiest way to make your business
  Internet-enabled
• ecBuilder
• Software package, intended for creating more
  advanced eCommerce solutions, still very easy to
  use.
• Microsoft Site Server Commerce Edition
• The most powerful tool, for the large and most
  advanced e-commerce solutions.
• MBA for B2C

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Introduction to E-Commerce
E-Business - The shape of things to come
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Introduction

• The most interesting part of E-business over the
  Internet (also called I-business)is E-commerce
  over the Internet (I-commerce)
• Over 170 000 000 people, that were using
  Internet on 1.1.2000.,can be potential customers
• Number of Internet users doubles every three
  years
• The most important thing for I-commerce is web
  storea place where you can show and sellyour
  goods to Internet users.

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Web store

• Your store is working non-stop
• 24 hours per day
• 7 day per week
• 365 (366) days per year
• Your customers from all over the worldcan spend
  their money without any time-zone limits.

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Web store

• Let us see what is needed to open a new web
  store
• 1. Getting an Internet Merchant Bank Account
  (account that enables credit card transactions
  over the Internet)
• 2. Web Hosting (getting WWW space with some
  Internet provider)
• 3. Obtaining a Digital Certificate (obtaining
  initial keys for encryption, etc)
• 4. Finding a Provider of Online Transactions
  (middleman between your customer and your bank)
• 5. Creating or Purchasing a Shopping Cart
  Software (getting hold of the web store
  infrastructure sw-shelves, etc)

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Internet Merchant Bank Account

• In order to be able to acceptcredit cards over
  the Internet,you must apply to your bankfor an
  Internet Merchant Bank Account
• Depending on which country you live inand what
  bank you are with,this can be relatively easy or
  somewhat difficult.

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Web Hosting

• Web hosting is a very important step in this
  process
• This is how you gain a presence on the
  Internetin the first place
• It is important that the web hosting companyis
  capable of providing you with the level of
  servicethat you need to maintain your Web store
• A few things to look for are
• Good uptime (over 99,5 guarantied)
• Good technical support (your store is working
  non-stop)
• Fast connection to the Internet
• Staff that is knowledgeable about E-commerce
• Compatibility with major E-commerce providers
• Classified statistics of access to your Web site

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Obtaining a Digital Certificate

• If you are a larger company, however,you may
  want to get your own digital certificate(for CC
  processing and/or for processing of sensitive
  data)
• A certificate costs about 150.00 per yearand
  can be obtained from
• Verisign (http//www.verisign.com)or
• Thawte (http//www.thawte.com)

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Provider of Online Transactions

• There are a lot of online transaction providers
• They offer all kinds of packages
• Decide on a provider's package that fits your
  needs
• This is perhaps the most important aspectin
  creating an E-commerce Web site.

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Shopping Cart Software

• Generally it is possible to find three different
  types of Web store
• Three types of Web store creating and shopping
  cart software are best represented with three
  examplesdiscussed later in this tutorial
• 1) Yahoo! Store
• 2) EcBuilder
• 3) Microsoft Site Server Commerce Edition

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Credit Card

• The most widely used way of purchasingover the
  Internet is Credit Card
• The consumer surfs the Internet to the merchants
  Web site, where he/she decides he/she wants
  to buy something.
• The consumer is moved to the online transaction
  server, which ensures security.
• Transaction (credit card billing) is passed
  through private gateway to a CC Processing
  Network, where it is completed (or denied).

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Credit Card

• System of validating card dataand making a
  transaction is shown on this picture

Other Merchant Sites
Bank
Internet
Bank
Merchant Site
Online Transaction Server
Consumer
Bank
Bank
Consumer
Other Merchant Sites
issuing and acquiring banks
Consumer
Private Gateway
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Electronic Cash

• Contrary to Credit Card, Electronic Cash is
  informational equivalent of physical banknotes
  and coins.
• It is perfect for so-called micropayments(such
  as paying 0.10 for the one-time use of
  softwareor 0.19 for reading a literary essay)
• Electronic Cash can offer such benefits as
• anonymity of the buyer
• global acceptance...
• but Credit Card will be dominant for at
  least the next few years.

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Yahoo! Store
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Introduction to Yahoo! Store

• Basic disadvantages
• Cannot create original look of the e-Commerce
  site sites on Yahoo! Store look similar to each
  other no matter what effort was taken for visual
  design. That is because all sites are forced to
  have the same structure, and only graphical
  elements and their arrangement on the screen may
  be partially different
• Company still needs its own server in order to
  use most advanced capabilities of Yahoo! Store
  (e.g. custom functions for tax and shipment
  calculation). If company owes a server (virtual
  or real), it can use other tools (such as
  ecBuilder) to create more flexible e-Commerce
  site.
• Yahoo! Store certainly cannot fulfill all
  e-Business demands asked by big companies

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Creating the Store

• Suppose at this moment that we are featuring a
  company named Raspberries, Inc., which offers
  ecological fruit raspberries, blackberries, and
  strawberries.
• Each fruit is offered in a number of forms
  fresh, frozen, juice, etc.
• First we want to create the store for our
  company we may type rasp in the ID field, and
  Raspberries, Inc. in the name field.
• Thus, our WWW address will be http//store.yahoo.
  com/rasp, and heading on our front page will
  read Raspberries, Inc.

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Preparing to Edit the Store

• After signing with Yahoo!, the screen with
  options will be shown.
• The key pageeach one of the 8 sections contains
  links to vital activities
• Only manager can access this page not the
  shopper.

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Page Variables

• If we click the Edit button at the front page,
  another page with properties of the front page
  will load.
• Properties are referred as Variables.
• Each page contains a number of variables that
  describe all relevant details of its look and
  structure.
• The site creation activity boils down to the
  changing of the values of relevant Variables!

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Changing Some Variables

• At this step, we will enter the page title and
  the logo message.
• Let page title be Green food from Serbia.
• If no page title is entered, store title will be
  used instead (in our case, Raspberries, Inc.).
• Message might be assumed as company motto, e.g.
  Our fruit knows of no chemistry.
• We also may upload a title image by pressing the
  Upload File button at the appropriate row. If
  this image is loaded, it will be used instead of
  the store title, i.e. instead of Raspberries,
  Inc.
• Note that page loading time will be longer when
  the uploaded image is bigger. It is highly
  recommended to upload images smaller than 20kB,
  in order to keep high performance.

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Creating New Section

• Now we may create sections on our front page.
• We will make three sections
• Fresh Fruits
• Frozen Fruits
• Finished Products
• In order to create a section, you should click
  onto the New Section button on the menu bar.
• Then, you will be prompted for name and caption
  of the new section.

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Creating New Section

• To finish section creating, click the Update
  button.
• In the same manner, another two sections can be
  created.
• After each section is created, appropriate
  section page is loaded.
• In order to return to the front page, click Home
  button at the left margin on the section page.

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Selecting General Look of the Page

• Figure shows one possible look of our front page
  (style Soft on the menu bar). It is important to
  know that all pages (currently our three section
  pages) will share the same look.
• Note that the menu on the left margin contains
  three buttons, each of them leading to one of
  our sections.
• It is highly recommended that all pages on the
  site have the same general visual properties, in
  order to set impression of stability and
  consistency to the customer.

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Adding an Item to the Section

• Now, we may try to add items into our store. Menu
  bar on section pages contains New Item option.
• After clicking to New Item option (say, on the
  Fresh Fruits section page), a form will be
  loaded.
• Four properties of the new item are asked for
  name, caption, code (this is internal code of
  the item), price in US Dollars.
• After clicking to the Update button, our item
  will be added to the Fresh Fruits section.

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Full Look of the Item

• After an image is uploaded, it will be shown
  both on theitem (upper figure) and the section
  pages (lower figure).
• Note that image is shown in full size on the
  item page, and as a thumbnail at the section
  page.
• Also, there is an Order button at the item page.
  User will be able to order our product by
  clicking on that button.

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Final Look of Fresh Fruits Section

• In the same manner, we can add other items to
  our Fresh Fruits page.
• Figure shows possible look of the Fresh Fruits
  page after four items were added.
• By clicking either on the name or the image of
  any item, appropriate item page will be loaded
  then, the user can order the wanted amount of the
  product.

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ecBuilder
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ecBuilder

• Product Name ecBuilder
• Manufacturer MultiActive Software inc.
• System requirements Desktop PC with Microsoft
  Windows operating system and Microsoft IE 4.0or
  Netscape 4.0

Product URL http//www.ecbuilder.com
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Payment processing

• ecBuilder provides full support for online credit
  card processing
• Credit card paying process is security sensitive
• The merchant (you) takes care of delivering the
  bought goods
• ecPlace takes care of CC payment processing

(3) Customer enters Credit card number
SSL
(2) Shopping List encrypted with Public Key
Technology
(4) Payment request submitted via secure
connection
Customer
(1) Makes Shopping List
YourSite
ecPlace Server
Payment Processor
(5) Transaction result
(6) Encrypted eMail with results
(7) eMail with results
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ecBuilder First step Site Structure

• ecBuilder will generate several HTML pages,and
  will correctly hyperlink them
• In this step you should choosewhich additional
  pages your site will contain
• The choices are
• Content Pages
• Your Products or Services Catalog
• Feedback Form
• Contact Information Page

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ecBuilder First step Site Structure
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ecBuilder Second step - Company Address
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ecBuilder Third step - Site Builder Profile
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ecBuilder Fourth step - Contact Person Profile
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ecBuilder Fifth step - Business Classification
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ecBuilder Sixth step - Company Identity
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ecBuilder Seventh step - Web Site Content

• By checking the 'Content Pages' checkbox in Step
  One,you caused ecBuilder to generate a pagewith
  the default title 'background'
• A link to that page can be foundon the main page
  of the site
• This 'background' page containsup to 100 links
  to other pagesof your choice and content,which
  are also generated by ecBuilder
• You may use this option to add anythingyou find
  relevant to your eBusiness,or the site in
  general.
  
  
  

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ecBuilder Eighth step - Payment Methods
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ecBuilder Ninth step - Online Processing
Other Merchant Sites
Bank
Internet
Bank
Merchant Site
Online Transaction Server
Consumer
ecPlace
Bank
Bank
Consumer
issuing and acquiring banks
Consumer
Other Merchant Sites
Private Gateway

• The ecBuilder adds one more stage into the
  generalized e-Business pipeline The ecPlace
• It is a ready-to-use interface to OTP you do
  not have to create your own one inside the
  Merchant Site
• Private Gateway SSL or VPN or anything else to
  provide security

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ecBuilder Ninth step - Online Processing

• Here you must select the third partyonline
  transaction processing (OTP) company you intend
  to use
• As of this moment,ecBuilder supports E-xact and
  InternetSecuretransaction processing
  companiesthe ecPlace is nothing else but
  software to interact with the OTP
• After you have obtained a merchant account, you
  must obtain a separate account with one of the
  supported OTP companies
• Go to http//www.ecbuilder.com/client/merchantacco
  untfor more info on obtaining an accountwith an
  online transaction processing company
• Remember OTP TGP (transaction gateway provider)

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ecBuilder Tenth step - Catalog
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ecBuilder Eleventh step - Advertising Statistics

• This Step gives you three options to select
• Top Page Banner
• Bottom Page Banner
• Hit Counter
• Banners are used primarily for link
  exchangebetween sites of similar interestin
  order to boost up hit ratios,and for some
  additional cash source(pay per clickthrough
  banners, for example) e.g., 1cent/click
• Hit counters are used for trackingvisitor
  statistics for your site,which can be useful
  when planningyour future market strategy

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ecBuilder Twelfth step - Order Inquiry Fields
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ecBuilder Thirteenth step - Site Design Preview
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ecBuilder Thirteenth step - Site Design Preview
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ecBuilder Fourteenth step - Security Options
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ecBuilder Fifteenth step - Search Engines

• ecBuilder can submit your new siteto eight (as
  of this moment) search engines,to make sure
  your E-business site is easy to be found
• The data and keywords you entered in previous
  stepswill be used in the submit process
• You may visit an independent Submit-It service
  provider at http//www.submit-it.com
• For a small fee they will submit your site to
  hundreds of search engines

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ecBuilder Fifteenth step - Search Engines
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ecBuilder Sixteenth step - Upload Your Site
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ecBuilder Sixteenth step - Upload Your Site
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Microsoft Site Server Commerce Edition

• A Technological Survey

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Pipeline Editor

• Pipeline Editor is a visual tool for creating
  pipeline files (.pcf). Pipeline is graphically
  presented as a vertical pipe broken into sections
  representing stages
• Every horizontal section (valve) represents an
  OPP COM object in the corresponding stage
• This software enables user to add and configure
  OPP objects. Also, user can create or remove
  stages from the pipeline.

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Properties

• Every item object has fields for calculating
  the price and the additional expenses tied to
  that item
• The items is an object implemented as a
  collection of item objects
• Each item includes no methods (only data)

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Product Pipeline

• Aim of this type of pipeline is to gather
  information about products, and shows it on the
  product.asp page
• This page shows info on the products offered for
  sale
• This stage, among other things, is used for a
  preliminary single item price determination

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Plan Pipeline

• Plan pipeline is a superset of the Product
  pipeline
• It is used for complete price calculation based
  on various parameters
• What follows is only the NEW stages, not
  mentioned before, in the product pipeline

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Purchase Pipeline

• This type of pipeline accepts the OrderForm
  object already processed through the Plan
  pipeline and completes the order processing by
  performing financial transaction
• This pipeline, among other things, performs the
  cc authorization and completes the purchase

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Issues in Modern Management and Business
Administration
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The Three Approaches to Business

• Common Sense
• Fast Knowledge
• Formal MBA

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The MBA Issues of Importance

• Form
• Essence
• Morale of the Story