E-Commerce Isn't Scary When You Know Your ABCs

Editor's note: Since 1964, business-management counselors at nonprofit organization Score have given free advice to small-business clients spanning every industry. They currently serve nearly 400,000 entrepreneurs nationwide each year -- check in every week for their prudent advice.

Dabbling in small-time theater for the past two months, I quickly learned that enthusiasm and a bit of talent won't get you noticed unless you've got a URL.

I grudgingly ventured into the world of "e-commerce," an intimidating and nebulous term that left me wondering how I could compete with the tech wizards out there working for Time Warner (TWX Quote) or Disney(DIS Quote). More importantly, I wondered if my bank account would survive the hit.

Jennifer Shaheen, Score's go-to woman regarding all things technology, has demystified the World Wide Web for many entrepreneurs. After reading her ABC's of e-commerce, you won't have an excuse to be without a page to call home.

A Is for 'Audience and Allowance'

Every day, Monika Werner, business director and co-owner of Joschi Body Bodega in New York, taps into a Web marketing budget she created when she first wrote her business plan.

"So often the Web piece gets left out" of a marketing plan, says Shaheen. She and Werner recommend early budgeting for a Web campaign that should include expenses like pay-per-click for search engines and email marketing. ...