Internet Business Strategy

By Thomas Young

Technology has long played a factor in business operations. The Internet is the latest advent of technology supporting strategic initiatives. Yet, many companies are under the impression that the Internet in itself is a business strategy. This has proven not to be the case. Just as the telephone, the PC, the fax machine and other ground breaking technologies do not stand on their own as a business strategy, neither does the Internet. However, the Internet is a powerful compliment to a winning business strategy that helps companies compete more effectively in business and better satisfy customers.

Internet Technologies Compliment Your Business Strategy

The best business strategies involve use of technology to support and compliment the very nature of the business. For example, a retail company can leverage the Internet to drive new customers into their store, sell on line, provide inventory and pricing information and much more. The store can use the Internet to do what they already know, more effectively, not as a replacement to their business strategy.

Gain a Competitive Edge

The Internet can provide you with a competitive advantage in two areas: operations and marketing. The Internet closes the communication gap in all areas of business operations. As an effective marketing and promotional tool the Internet is top-notch and investments in back-end operational functions can help streamline a company and lead to improved ROI and increased efficiencies. These savings can be translated into improved profitability, better service for customers, or an improved competitive advantage. Companies that are investing in Web based e-commerce systems will reap great returns in the coming years.

Internet Only is not a Winning Strategy

Your business model and strategy should come first, not the technology that may power it. Investments in your Web based technology should be based on determining how you can add more value to the company and customers. Being on the Internet is not a business strategy, but rather an effective mechanism for transforming your strategy into reality. If your company does something well, deploy that advantage on the Web.

There is No Quick Fix to Business Success

The Internet has made business more complicated as customers expect more and operations attempts to keep up. Implemented properly, Internet technologies can lead to a solid return on investment, deliver improved value to customers and provide an excellent compliment to your business focus.

Tom Young, MBA is president of Sales Training Pluus, a sales training and marketing consulting firm helping companies increase revenues. He can be reached at 719-481-4040, or email at  [email protected]. For more articles like this one, visit his web site at