【正文】 al value for your customers. According to Nick Earle and Peter Keen,in their book From . to .profit, the online businesses who successfully provide value to their customers are those who know how to build relationships, manage logistics, mesh their channels, and transform their financial capital and cost structures. In layman terms, you must provide your customers with additional benefits, beyond the basic , an online store that Tony Roeder started out of his home. He distributes Red Flyer toy wagons on the Inter. While giant toy retailers such as ToysRUs and eToys also carry Red Flyer wagons, his petitors carry only two or three models of the product. To stand out from both his offline and online petition, Tony provided his customers with a wider variety of Red Flyer wagons by carrying the entire product line. His efforts paid off. After three years, his online business surpassed the milliondollar mark last you be selling a famous brandname product? On the Inter, trust is a key factor. With products seen only through the puter screen, online businesses should entice a high level of trust from the customer. And who can better bring trust than the brand name products? People already know the reputation of the pany, have tried their products, and believe that they deliver what they promise. Tony built his successful ebusiness on the brand name of Radio Flyer. By selling a brand name product, success came faster and easier for . According to him, The Radio Flyer name is a known name. It has built a strong business based on trust from many generations of consumers. My grandfather had a Radio Flyer. My parents had a Radio Flyer. I had a Radio Flyer. My child will have a Radio Flyer. It is a known brand. We have leveraged that name because people know that name. They know the product. When we say we39。t suitable for home delivery. , for example, thought selling heavy bags of cheap kitty litter online was a good idea. Wrong. Not only did the shipping costs jack up the price, but also there is so little profit margin to start with in kitty litter products. That ultimately killed . In an attempt to attract and build a customer base, some Inter retailers offer lowcost, flat rate or nextday delivery. Free shipping was in fact the rage in the last two years. However, a new report by AMR Research shows that buyers attracted to bargainbasement shipping tend to shop around for the lowest prices, make small purchases, and tend not to remain very loyal. You don39。s apparel and accessories, including Choosing the right product to sell on the Inter spells the success or doom of your online business. The key rule to remember is that successful online goods are those that carry big profit margins such as apparel, gourmet foods, and novelty gifts. If your product cannot be sold with a high profit margin, if it is expensive to ship, readily available just about everywhere and does not enjoy brand recognition you better think twice before creating that web site. While no one can predict the success of your business, past lessons have clearly shown what works and what doesn39。re too large. But we will giftwrap them, put a card, and ship them anywhere in the country for the same costs as you would have it shipped to your house. If you go to ToysRUs and get the wagon for less, and have it giftwrapped, first it would take you about three hours to do it and it would cost you the same amount of money. We have the extreme advantage when you are trying to send it as a gift. While shippin