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Prerequisites:

None

Faculty Name & Info:

W. Kent Lundin

Office:

Smith 314
(208) 496-3635

Email:

lundink@byui.edu

Office Hours:

T-Th 3:00 - 5:00

Text:

Online

Course Description--Web Business I

This course is designed for any student interested in building a web-based business.  Students will go through the necessary steps to build and launch a web-based business that is capable of accepting online payments.

Learning Outcomes

Successful students will:

  1.  Be able to systematically choose between numerous online business ideas.
  2. Create an online business including building the website, choosing a host and domain name.
  3. Have an understanding of administrative and tax issues that the students will have to address in starting an online business.
  4. Development and run a search engine pay per click campaign.
  5. Have an understanding of the main components of search engine optimization.
  6. Install and use web analytics to help track the success of marketing efforts for the online business.

Evaluation  

Descriptions

Points

2 projects @ 100 points, 3 projects @ 35 points, and one @ 25 points

330 pts

Lessons Learned Blog:  First Post @ 10 points, First Half Check @ 20 points, Second Half Check @ 20 points

50 pts

Participation: 1st third @ 30 points, 2nd third @ 30 points, 3rd third @ 40 points

100 pts

TOTAL

480 pts

Grades

 

B+ 87%

C+ 77%

D+ 67%

F <60%

A  93%

B   83%

C   73%

D   63%

 

A- 90%

B- 80%

C- 70%

D- 60%

 

NOTE:  No rounding--if you get 89.999999%, that is a B+

Class participation

·         -1 = Distraction…. comes late, leaves early, laptop up when should be closed, phone rings, texting,  not engaged to the point of comments are a distraction—takes class back to area already covered, disengaged i.e. makes comment and then disengages for the rest of the discussion.

·         0 = Absent

·         1 = Makes at least one comment. General comments such as case facts.  This student is prepared, respectful, and is not a distraction to the learning environment but their comments are not viewed as having great depth.

·         2 = Makes at least one comment.  Comments demonstrate depth of analysis and preparation.  Comments build upon other student comments.  Follows the Rules of Engagement.  A score of 2 would meet the class expectation and would be the participation grade denominator.

·         3 = Comment would represent a meaningful insight that would come only by serious preparation, sincere and active listening, and meaningful analysis.  These comments take the discussion to the next level. 

 

** Unprepared to open the discussion… 1/3  grade deduction  i.e.  B +   à   B

 

Rules of Engagement

 

Class Policies

Late assignments will be marked down by 20%   No work accepted more than one week late.  

If an assignment is late due to a medical emergency or family tragedy, leave a message on my answering machine and I will work with you.  Trips home, etc are not excuses for late work unless emergencies exist, so plan accordingly.  You may turn work in early if you are planning to miss a class.                          

The Code of Honor and Dress & Grooming standards apply and will be enforced.    Academic honesty is required and any violation with be dealt with according to the University Academic Honesty Policy

Policy on Sexual Discrimination/Harassment

Title IX of the Education Amendments of 1972 prohibits sex discrimination against any participant in an education program or activity that receives federal funds, including Federal loans and grants. Title IX also covers student-to-student sexual harassment. If you encounter unlawful sexual harassment or gender based discrimination, please contact the Personnel Office at 496-1130.

Reasonable Accommodation for Students with Disabilities:

Brigham Young University-Idaho is committed to providing a working and learning atmosphere which reasonably accommodates qualified persons with disabilities. If you have any disability which may impair your ability to complete this course successfully, please contact the Services for Students with Disabilities Office, 496-1158. Reasonable academic accommodations are reviewed for all students who have qualified documented disabilities. Services are coordinated with the student and instructor by this office. If you need assistance or if you feel you have been unlawfully discriminated against on the basis of disability, you may seek resolution through established grievance policy and procedures. You should contact the Personnel Office at 496-1130.

 B 250 Tentative Class Schedule

Tools and Resources Past Students Sites

M/W

 

9/16

Orientation Descriptions of Projects
Reference:
Orabrush Story on ABCnews

9/18

Choosing a business--Business Model and Idea Generation
Objective: Determine how to start when choosing an online business
Read the case and come to class prepared to do the following:

Opener:  Pretend like you are the fourth member of the group.  It is your turn to make a recommendation on what the group should do to choose a product.  You should point out the key issues and tell why they are issues.  You should tell whether you think they should decide on a business model first or if they should brainstorm business ideas first then choose a business model based on the top ideas or if they should do something else first.  Regardless, you should recommend your top two business models and be prepared to back up you recommendation with case fact and assumptions.

02.COM Case Part I

A Former Students Very Successful Business Lauren’s Latest, Good Morning America

Reference: Business Models on the Web & BizThoughts Brainstorming Business Ideas Russell Brunson and his Secret Magic Box, Internet Business Models, The Ultimate Master List of Revenue Models Used by Web and Mobile Companies

9/23

Choosing a businessDemand and Competition
Objective:  to learn how to determine levels of demand and competition and systematically choose and evaluate online business ideas
Preparation: View
How to Use the Google Keyword Planner for SEO and read 02.COM Case Part II

Reference:  Entrepreneur.com 3 pointers for Choosing an Business to Start & Opportunity Recognition &Choosing a Product or Service to Sell & Creative Brainstorming Techniques & Creating Campaigns with Keyword Planner

9/25

Sourcing the Product--Broker, Manufacturers, and Wholesalers
Objective: Learn how to find a supplier
Preparation: Read these Notes:
How to Find a Wholesale Distributor and How to Quantify and Compare.  Prepare the Shady Supplier Case and be prepared to present your finding in class.

In Class: Discuss what the class discovered and introduce the Project #1 Choosing A Business Ideas (Version 10) Instructions for using Keyword Planner to complete Project #1
Due on 9/26:
Lessons Learned First Post

References: Alibaba.com, globalsources.com, SmallVolume.com, gowholesale.com

9/30

Work Day

10/2

Sourcing the Product--Affiliates and Drop Shipping
Objective: Learn about suppliers for business models other than merchants of products
Preparation: Affiliates: Read the following notes:
Affiliate Marketing  and Drop Shipping. Prepare the Affiliate or Drop Ship case.

Reference: Zero to a  Million Users Dropbox and Xobni lessons learned Commission Junction's About Affiliate Marketing  Do one of the following: Amazon Associates Program (click through all the "Continues" and be prepared to explain this program), Bass Pro Shops Affiliate Program or REI Affiliate Program; Drop Shipping: Entrepreneur.com on drop shipping and/or MyMiracleBaby.com drop shipping program and/or Drop Shipping PowerPoint, productsourcing.com and/or 20 Best Drop Shipping Companies

Advance preparation: 7 Things for a New Affiliate Site and What should I know as an affiliate advertiser?

10/7

Choosing a Site Builder
Objective: Be able to choose a site builder
Preparation:
Site Builder Research/Exercise

Reference: Spreadsheet for Deciding on a Site Builder
Due on 10/8: Individual Project #1

10/9

Choosing a Host
Objective: Choose a website host
Preparation: Read these notes: 
how to choose a host, top host, Spoke (Bluehost’s Student Promo Plan) host promo codes (do some exploring), and free hosting.  Complete the "Choosing a host" preparation.

Advanced Preparation: Selecting a Web Host from oncallgeeks.com, Domain registration through Weebly
Introduce Site Building Project #2

10/14

Site Design Guidelines
Objective: To get students to start building their websites
Preparation:
Site Design Guidelines and scan SEOMOZ’s Holy Grail of eCommerce Conversion Optimization – 91 Point Checklist and Infographic.
Reference:
Color Scheme Designer:  This helps you determine which colors work well with each other when designing a website.  Why Marketers Choose Certain Colors,  and Generic Privacy Policy

10/16

Credit Card Payments
Objective:
To understand the options for receiving payment on a website.
Preparation: Credit Card Payment

10/21

Legal Structure & DBA's

Objective: Become informed enough to decide on a legal structure for their web business
Preparation:  Legal Structure: Go to
Idahobizhelp.org: Legal Structure and DBA's be prepared to tell what legal structure you choose for your business and why.  If you choose a type of corporation or a limited liability company, look into how to form it.

Reference: Idaho Secretary of State Business Entities, eHow—Do I Need a Business License for an Online Business

10/23

Forms, Fees, and Applications

Objective: to know what forms, fees, and applications are needed to ensure your web business is legal.
Preparation: Go to the
forms, fees, and applications research/exercise
Reference:
Idaho Sales Tax info Idaho Sales Tax FAQ, New Tax Deductions for Small Business
Due:
Site Building Project #2

10/28

Starting Your AdWords Campaign
Preparation: View
What is AdWords? Read Get Started in Three Basic Steps, and Create an AdWords Account. View Setting Up An AdWords Account. Set up your AdWords campaign but don't activate it yet (either don't put in your billing info yet or create the campaign and pause it).  When choosing networks, select Google’s Search Results only for now.  Be sure to create an ad and enter keywords, but worry too much about them yet.  We improve them in the next couple lessons before you activate your campaign.  I will call on some of you to show how you created your campaign, and you should be able to answer the following questions:

 

·         What locations and do you want your ad to show in?  Why?

·         What devices do you want your ad to show on? Why?

·         Did you choose automatic or manual bidding options?  Why?

·         What is your daily budget? Why?

 

Reference: AdWords Beginners Guide, Google AdWords Intensive, PowerPoint for Google AdWords Intensive
Paid Search 101 rap $75 Google AdWords Credit SEM/PPC Jobs

10/30

Keywords Basics
Preparation: Read
How Keywords Work, watch How to Choose the Right Keywords, read How to Build the Best Keyword List, and Exclude Keywords from your Campaign. Use the Keywords note to help you prepare a list of 20 keywords for your campaign.  Be prepared to present the list to the class and defend it.

Advanced Preparation: Read as much of Generating and Editing Keywords as you can handle.  Read Komarketing Associates 200+ Negative Keywords to Consider for B2B PPC for negative keyword ideas. Read 7 Overlooked Sources of Keyword Data
GO LIVE WITH SITE

11/4

Ads and Ad Groups
Preparation: Read Create a New Text Ad, The Components of a Text Ad, and Tips for Creating Successful Text Ads.  View Writing Ads that Attract Customers.  Read Organizing Campaigns and Ads in Your Account.  Write an ad for one of your ad groups.  You may need to refer to these two reference pages to determine what is allowable in a text ad: AdWords Policy Center and Text Ads.  Be prepared to present that ad to the class and to defend why it is a good, relevant ad.

Advance Preparation(optional): Read 31 Killer writing AdWords Ads Tips and/or 12 Tips To Writing Effective Google Adwords Select AdsShort Sentences Sell: How to Make a Big Bang with Little Words. and/or Advanced Adwords and SearchEngineMarketingBlog on Dynamic Keyword Insertions Searchenginejournal on Ad writingWhy has Google Suspended My AdWords Affiliate Campaign?

Introduce: Individual Project #3 Starting an Adwords Campaign  Due on 11/5
Google AdWords $75 free trial

11/6

Relevance and Quality Score
Preparation: Read
Check and Understand Quality Score, Improve Your Ad Quality, Ad Rank, view Search Advertising With Google: Part 5 Ad Rank Explained, and Search Advertising With Google: Part 6 – Determining Click Cost  Choose your "best" keyword, tell what its quality score is, and tell why you believe it is what it is.  Tell three things you could do to increase its quality score.

 

Advanced preparation (optional): Read What is Quality Score and how is it calculated? and if you really want to understand quality scores read How to Master the Google Landing Page Quality Score and Note on Changes to Quality Score, 10 Ways to Increase Your Adwords Quality Score and Anatomy of an Auction (Wired)
Resources:
What to do if your Ads are under review for a long time.

11/11

Installing Google Analytics and Work day for AdWords Campaign

Preparation: Read: Introduction to Analytics, Get Started, Set Up Tracking Overview, and Set Up the Tracking Code.  If possible set up the Google Analytic tracking code on your website.  Be prepared to show how you set up the tracking code including where you put it on your site.

Note: Switching to Google Analytics may seem like we are jumping around too much, but you need to get Analytics installed as soon as possible so you start accumulating important data.  We will discuss Analytics more, later in the course.

2nd half of class work on AdWords Campaign

 

Due: Individual Project #3 Starting an Adwords Campaign 

Reference:  How to Install Google Analytics in WordPress and Weebly, How to Install Google Analytics in Wix

11/13

ROI and Conversion Tracking
Objective: Learn how to track conversions so you can learn to increase in ROI for an Adwords campaign
Preparation: Read
Measuring your profits, Return on Investment, Measuring Sales and Conversions, and Setting Up Conversion Tracking (Be sure to expand each item in the list and read them too. You can skip the “Set up on dynamically-generated webpages” info.)  Complete the conversion tracking exercise and be prepared to present it to the class.

Reference: Tracking PayPal with Google Analytics and Google AdWords, Adwords Conversion Tracking and Paypal or page 9 of Conversion Tracking Guide Conversion tracking setup guide, Counting a Conversion When a Link is Clicked, 5 Steps to Track Clicks as Conversions in AdWords, Will Your E-commerce Company Make It?  How to Tell.  ROI Forecaster

11/18

Optimizing Keywords and Ads

Objective: Learn to optimize your AdWords campaign and your website to better accomplish your campaign goals
Preparation: Read
Optimization.  Keywords: Read Use Negative Keywords to Eliminate Unwanted Clicks, Avoid Using Overly Generic Keywords, Use Appropriate Keyword Matching Options to Control Who See Your Ads, Expand Your Keyword List to Gain More Traffic, Ads: Read Tips for Creating Success Text Ads, View Writing Ads That Attract Customers, and Ad Copy Testing for the Google AdWords Beginner. Be Prepared to show one keyword change that you made as a result of this reading (pausing or changing ad groups of a keyword or adding a new keyword) and the rationale behind the change.  Be prepared to show one ad change you made as a result of this reading and your rationale behind the change.  I will call on multiple people to present their changes.

Advanced Preparation (optional): Find Relevant Keywords Using the “See Search Terms” Report, How to Get Google AdWords & 10/10 Quality Score, and Delete Duplicate Keywords
Reference:
Optimization Center. Read Campaign Optimizer and run it on at least one of your campaigns.  101 Ways to Make More Sales Online
Introduce AdWords Project
xls file

11/20

Landing Page Optimization and Analytics Experiments
Read
SEOmoz's The 12-step Landing Page Rehab Program, Improve Your Website, Understanding Landing Page Experience, Improve Your Landing Pages with Google Analytics Content Experiments, and view Create Better Website: Introducing Content Experiments.  Go through the 12-step program for your website and campaign.  If you are unable to do step 2, please be prepared to tell which page you would A/B Split test and what you would be testing. If you are unable to complete some of the other steps, at least be prepared to tell what you could do.
Advanced Preparation: . View
What to Test, view Google Trifecta for your Website, and read the Website Optimizer part of 101 Easy Ways to Use Google Website Optimizer 

11/25

Basic SEO
Objective: to be able to do basic SEO on your website
Preparation: View
What is Search Engine Optimization/SEO and read Perfecting Keyword Targeting & On-Page Optimization (don't worry about the comments at end of the article.  Based on these two, take a look at your website and tell the five best things you can do to help your site’s SEO.  For three of your pages, tell at least one keyword that you want to optimize that page for.  Use Backlinks Checker Tool - Backlink Watch to determine how many backlinks your site has.  Be prepared to present this to the class.
Reference Material:
Social Media for Small Businesses,  Google Basics, Google SEO, Webmaster guidelines,   Webmaster Tools Checklist, Perfecting Keyword Targeting & On-Page Optimization

Introduce Project #4--SEO Group web page audit (see Brainhoney)

11/27

Thanksgiving Holiday—no classes

12/2

Final Project Orientation day.

12/4

SEO--Ranking and Link Building

Preparation: Use seogroup.com to see how your Website ranks for SEO purposes.  Read and research as much as you can so you can understand what the report means.  Be prepared to present your site's report in class.

Read seomoz.org's Advanced Link Building Strategies and be prepared to discuss what you have done or could do to build links for your site.  Read searchenginesjournal.com's Link Building Strategies: Checklist

 

Reference: SEO Basics Tutorial, Domain Selection, Keyword Selection Web Page Optimization, and Link Building, Google and Flash Google Webmaster Guidelines, SEOmoz.org Beginners Guide to SEO, Search Engine Ranking Factors, Backlink Checker, Top Web Directories Top SEO Mistakes You Must Avoid (Cheatsheet)

 

12/9

Introduction to Social Networking 
Objective: to learn to use social networking in a business setting

Preparation: Read How to Use LinkedIn (pardon the spacing issues on the page) and go through as much of Step-by-Step Guide to Your Social Media Success as you are willing to learn.  Be prepared to tell how you could use LinkedIn to help further your career.  Come up with the three questions that you would like clarification on in using LinkedIn. 

Reference: Social Media Cheat Sheet for Small Businesses

Introduce Project #5 SEO After Woorank (see Brainhoney)

Due: Project #4--SEO Before Woorank (see Brainhoney)

12/11

Social Media for SEO

Preparation: Read How to Use Social Media To Effectively Improve SEO and Facebook for Business. If you haven’t already created a personal profile and/or fan page, create one.  If you are already on Facebook, use Facebook to help your web business.  Be prepared to present to the class.

Reference: Developing a Social Media Plan, The True Nature of Social Media ROI, Social Media Cheat Sheet

12/15

Final Project Due

12/16

Final Session:  Present your site and campaign

 

Due on 7/18 at 11:45pm: AdWords final project xls file. Submit through Brainhoney (preferred), and if you can’t email the attached spreadsheet to me and use the subject line "Web Business Final"

12/20

 

 

 

Jeff Sandefer: Life of Meaning

 

 Google Analytics Overview
Preparation:
View
Introduction to Google Analytics, Interface Navigation and one of the Interpreting Reports presentations from the Google Analytics IQ Lesson.  Go to Google Analytics and use it to determine your worst keyword, ad, and/or landing page.  You should be able to explain what metrics you used to decide that the keyword, ad, or landing page is the worst.  Be prepared to present this to the class.
Advanced Preparation: View
Google Conversion University Introduction (Introduction in a Google Analytics Seminar)
Reference:
Google Analytics IQ Lessons, 11 Digital Crimes Against Humanity

Due: Lessons Learned Blog Check (see I-Learn)

 

Web Analytics with Adwords
Preparation: View
Using Google Analytics with AdWords, GA in 60 Seconds: Find the Best Keywords and Optimal Adwords Campaigns
Reference:
GA in 60 Seconds: Location Targeting, GA in 60 Seconds: Find Poor Performing Campaigns and Keywords, and Advanced Segments in GA

 

Top 7 Tricks to Rank in Google Places

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Last updated: 03/22/2011