E-Commerce. If you build it,
will they come?

  After you spend up to $3 million for an e-commerce site you'd better be pretty sure you know your market, know your consumer and are confident in the nicheyou've carved.

  That's the #1 reason why, even in E-C infancy, some companies are rethinking their e-commerce strategy. One of the reasons the "Baby E-s" find themselves in this conundrum is that they did not apply basic marketing principles to the process. Putting all your eggs in one basket is a basic no-no. Many companies simply changed their distribution strategy overnight and cut off the their traditional customer base.

  Another is asking yourself what your business mission is (what you want) but never asking the customer what they want. The two don't always match.

  Lastly, take a close look at the 'net. 80% of internet transactions are business-to-business, not business-to-consumer. So, step lightly, check what you think you know at the door, don't abandon your existing relationships, and this: A target market is a moving target.

  Beware that someone could take better aim when you least expect it.