1.1 What business are you in?

This is where you must decide if the nature of your business (and your industry) is suited to the online environment. Carefully consider whether there is a general movement in your industry towards ecommerce, and what successes and failures you can base any decisions on. There are a whole set of new business and marketing "rules" that you'll need to learn. Don't forget that the underlying business principle of ecommerce is one of disintermediation, or "cutting out the middle-man", a process that once started may be very difficult to roll back.

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