A Look at the Future

This chapter serves to raise an awareness of some of the more cutting edge Internet innovations and applications that may become viable and useful to the small business operator in future. The chapter focuses on some of the new and emerging forms of technologies that the authors have identified as potentially affecting the Web presence. Consequently, the topic areas and content examined in the chapter does not claim to be all encompassing or prescriptive. Some of the innovations examined are nascent and may not progress to a critical mass for general adoption, whilst others tend to be used by larger business entities, possibly requiring a re-configuration if they are to be successfully used in the small business environment. Arguably, many if not all would in some way impact on the business Web presence if they were to be adopted in future. An examination of the adoption and use of new forms of technology and ideas - or innovations as they are sometimes referred - can be assisted by examining how the early adopters use these innovations. This was briefly discussed in Chapter IV. The concept of innovation adoption and the importance of early adopters is well documented by Rogers (1995). The Rogers’ paradigm describes how innovations advance, or diffuse, through a population either to be adopted or to be rejected. The successful diffusion of an innovation generally follows the S-shaped rate of adoption when a cumulative curve is plotted. The cumulative S-shaped rate of adoption curve is depicted in Figure 1 showing the relationship between the adopters and late-adopters over a period of time. Generally, the adoption of the innovation by the early adopters results in an adoption curve that is reasonably flat. However, as more members of a business group adopt the innovation, the curve ‘takes off’, with the advent of late adopters signalling the innovation has diffused through that particular group. Clearly, for the small business operator an indicator of an innovation that may be associated with a Web presence can be closely allied in the identification of the early adopters. The early adopters are important in the diffusion process as opinion leaders - where potential adopters look to them for advice and information, as well as best practices to emulate. Moreover, the early adopters are considered to be the individuals to investigate or analyse before using a new idea, tending to serve as role models for many others. Early adopters can be deemed to be the most important constituent in the innovation-diffusion process because they decrease uncertainty about a new idea or technology, and as a consequence convey a message of acceptance and effectiveness to peers (Rogers 1995). According to Norman (1998), the early users of an innovation provide the experience for the late adopters to observe and to learn from. Norman further suggests that even though these early users are relatively few in number, they are the drivers of a technology and can provide examples of how and why that innovation can be used. Arguably, the small business operator by conducting an examination within their own industry for the specific use of new forms of Web-related technology will identify a set of industry early adopters from which they themselves can learn from. Small businesses have been known to be conservative in nature in relation to their use of ICTs, so many feel quite comfortable with the notion of waiting until the early adopters have been successful or otherwise. Of course, if the adoption has been successful they do not necessarily achieve the same level of benefits (often resulting in competitive advantage) that early adopters realise, but at the same time they are not taking the same risk with an unknown technology. Often, the late adopter is forced to adopt the technology as it has diffused through the majority of the industry as is regarded as a requirement by business partners or customers.

Evaluating Web Presence Success

This chapter examines the notion of how the success of a small business Web presence can be assessed. In doing so, there is initially a discussion of how a small business could classify its ICT expenses and attempt to match these outlays with any expected revenue streams. The latter part of the chapter, discusses the different approaches a small business operator can use to investigate and evaluate the success of its Web presence.

Web Presence Governance

The initial idea behind this chapter was to expand on the issue of security, predominantly in relation to ensuring that a small business operator would be confident that not only its own information was protected, but that customer information derived via its Web presence was also safe and secure. However, it seemed more appropriate to expand the discussion in the chapter to how the security associated with a small business Website might fit into an overall business continuity plan and the general governance of a small business, including a discussion of ethical and cultural issues. The purpose of this chapter is not to be a primer on corporate governance and business continuity. However, the chapter does introduce various concepts associated with these areas for the purpose of identifying their importance to the running of the business.

Web Presence Hosting

In earlier chapters we discussed the need to link Web presence strategy with anticipated small business direction and motivations - where this strategy would invariably be reflected in the business’s Website activities. In this chapter we examine and elaborate on the diversity of options available to the small business operator when hosting their Web presence - hosting options that can impact on Websites features. Arguably, the appropriate use of Web hosting services have evolved to the point were they are an integral part of the Web presence experience for the small business operator.

Business Strategy and Planning

In the previous chapter we highlighted the importance of planning for an effective Web presence. In fact, the existence of a disciplined planning approach is seen as an enabler for the effective use of ICTs and e-commerce in small businesses,whilst short-range management perspectives and lack of planning are viewed as barriers. This chapter builds on the tenets identified in the previous chapter to examine how a small business might prepare itself for a Web presence. We believe that small business operators/ managers should know their strategic business direction before they consider establishing a Web presence. We will commence by investigating some basic business theory.

What Led Us Here?

This Appendix provides a brief overview of our PhDs - all of which involved research into small business adoption and use of ICT and Internet technologies. In effect, we felt that this appendix might provide some insights into how this book has evolved and the way that the various chapters have been ordered. In the case of Stephen and Stan’s PhDs, they particularly targeted small businesses, whilst Carmine’s PhD involved research into wineries in Australia – and involved a heavy emphasis on SMEs. More importantly, each of our PhDs involved the development of frameworks which have informed the outline of chapters in this book, and significant background material which have contributed the book’s contents. Each of us will discuss a little of how the PhD has lead us to where we are today.

Web Presence Strategy and Content

The purpose of this chapter is to discuss how a small business decides upon its Web presence strategy and then determines what features will make up the content of its Web presence. The Web presence strategy is considered after the overall business strategy has been determined and a SWOT analysis performed (refer previous chapter). First we will examine the Web presence strategy.

Introduction

Over the last decade there has been a great deal of research into the use of Information and Communication Technologies (ICTs) in small businesses. More recently, this research has centred on the use of Internet technologies in small businesses, particularly their use of Websites for the purposes of ‘e-business’ or ‘e-commerce’. Much of this research has examined the adoption of these technologies, including the drivers and barriers that small businesses face. Other studies have investigated models or frameworks that might help to guide small businesses to take full advantage of these technologies, particularly Websites for the purpose of conducting e-business. A great deal of this research has been admirable in that it has contributed to the body of work available in the area. Simultaneously, there has been a body of research that has focused on specific aspects of establishing a Website. These aspects can be technical in nature, addressing issues such as how to design a Website or how to identify hosting options, or business orientated, involving the identification of aspects of Website promotion and publishing. However, given the diversity of research being reported, we feel that there is a major gap in that small businesses are left without guidance in relation to how to approach all aspects of setting up and maintaining their Websites. The components are out there, but there is little available in relation to how a small business might access these, or even piece them all together. In fact, a little further on in this book we will suggest that these days, with the presence of many of Web services such as portals available, a small business Web presence may be even more than just a Website.

Website Design

This is the most technical of the chapters in this book. It is centred on Website design and is the only chapter in the book where we exclusively refer to Website rather than Web presence. In the previous chapter we discussed how a small business, once it decides to have a Website, needs to decide where it will be hosted, how it will be built and how its content will be initially loaded and then maintained. Website design is considered at the time of implementing the Website and then again at any major redesign of the Website.

Web Presence Promotion

There are literally millions of businesses with a Web presence on the Web and more and more being added every day, all competing to attract customers. Building a Website without any promotion is likely to result in little traffic. Therefore a Webpresence must be well positioned to maximize its potential. The most sophisticated and captivating Website is ineffective if it cannot be found by customers. A Web presence that is effectively promoted can also provide competitive advantage. From this perspective the promotion of a Web presence is one of the most critical steps involved in its development. Despite this, this step is often one of the most neglected tasks by small businesses. The Web itself provides a number of different promotional channels for small businesses. Outside of the Web the use of traditional media can also play a vital role in promotion of a Web presence. In this chapter we suggest that online and offline methods should complement one another and by using both approaches a business is better placed to reap the maximum benefits from an investment into a Web presence. Although the purpose of this chapter is to discuss the promotion of the Web presence, the overarching objective of any Web presence and marketing plan of course is successful promotion of the business. In other words, by promoting the Web presence the business is also being promoted at the same time. Figure 1 illustrates the independencies between the offline and online promotion methods of marketing the Web presence and the business.