2. Analyse the Competition
Look honestly at your Strength vs Weakness in context of the competition (a simple SWOT analyis) and then re-evaluate the goals set in step 1.
| Strengths | Weaknesses |
| Opportunities | Threats |
Like it or not, when you put your business on the Web to offer products or services nationally or internationally you are in competition. To succeed you need to identify your core competences - write them down! Determine what kind of competencies your online competitors bring to the Web, and then see how to leverage your strengths to gain a competitive advantage.
Now write down the essence of what makes your business and Web site different from all the other online businesses. From this, write down your Unique Selling Proposition (USP) and make sure your Web site focuses and directs your visitors to acting upon it! Does your Home page tell its visitors why they should deal or buy the relevant product/service from YOUR site?
As this USP setting may be the single most important thing you will do on the Internet, use a specialist copywriter or Web marketer to help you do this.
Finally, you will need to determine how to maintain your competitive advantage, as others will surely copy your ideas. Have you appointed someone suitable to keep an eye open on your Internet positioning over time?