Alex Andon wasn't thrilled to lose his
biotech job in May 2008. But unlike most of the 2.6 million others laid
off that year, he knew exactly what to do next.
"I was a marine
biology major in college, and I had some pretty cool fish tanks. I had
noticed that jellyfish exhibits had become popular at aquariums," he
recalls. "People were mesmerized, but there was no way for someone to
keep their own jellyfish, because they need special tanks and special
food. If I could build one and supply the food, I knew there was a
market there."
Nearly two years later, selling jellyfish tanks through
JellyfishArt.com is Andon's full-time job.
In
years past, starting a business was a complex, expensive and risky
affair, but online tools have smoothed out many of the logistical bumps
in the process. We've gathered wisdom from ordinary joes who made good
by using the Internet to sell their wares. Here's how to get started.
Start small. Signing up for a personal-blog website on
WordPress or
Blogger
is a simple first step: Just pick a site name, a password and some
personal info, and you've got an easily updatable presence on the
Internet.
Since these blogs aren't designed for sales, they're
best viewed as a way to share your work with the world and,more
specifically, to gauge interest. Find relevant communities and message
boards online. See if anyone else is selling similar products, and to
whom. Whether you craft wood or machine metal or knit kitten scarves,
you're guaranteed to find like-minded people online. With your new site,
you'll have something to show them.
"The best way to get started is to put up a simple website and see how it goes," says Limor Fried, who founded
Adafruit Industries,
which specializes in do-it-yourself electronics building kits. Personal
blogs require no financial outlay, are easy to update with photos and
descriptions of your work and can even net a few informal sales though
PayPal. "Adding PayPal buttons for payment is very easy," Fried says.
"That's how I started out."
Zach Smith's
MakerBot Industries,
a New York City–based company that sells kits to build low-cost
rapid-prototyping machines—also known as 3D printers—got his start the
same way. "At the beginning, it was very much a 'Send me 10 bucks over
PayPal, and I'll mail you this thing' type of arrangement," he says.
This was fine, up to a point. "Beyond 30 or so orders, it gets unwieldy.
But at the beginning it's great, because it requires almost zero effort
to find out if anybody is interested."
If you sense demand, there are two options for turning a marketable
hobby into a real online business: shacking up with an established site,
or striking out on your own. Which strategy you pick depends on how
easy you want the process to be versus how much independence you're
looking for.
The buyer-and-seller culture on
eBay
is old and established but can be intimidating; a new seller can easily
get lost in the overwhelming noise of the auction site.
Amazon
will let you sell under its banner, providing a free online storefront
and order processing. (For the privilege, Amazon's commission can run as
high as 15 percent.)
In recent years, a new breed of websites for
selling homebuilt products has stormed the scene. Among the most
popular is Etsy, which caters to the DIY set, with a special focus on
crafts and art. Setting up an
Etsy.com
storefront is free and takes just minutes. Like Amazon, Etsy handles
the entire transaction process, from credit-card processing to shipping
calculations, though its fees are lower (listings cost 20 cents per
item, plus a 3.5 percent transaction fee on anything sold).
A site called
Big Cartel does Etsy one better with a service called
Pulley,
for selling downloadable goods like music, photography, videos or
software. Pulley's flat monthly fees start at $6, which gets you 25
product listings.
Stores such as this are easy to set up
and
pretty much take care of themselves, but they aren't for everyone.
Commissions and fees can choke profits, and being part of a larger site
hinders growth as an independent brand. Selling through Amazon or
Etsy can feel more like renting a table at a flea market than running
your own business.
The alternative? Running a website of your own.
The
raw materials that go into a website are cheap to acquire. First,
you'll need to find a host for your site. With reputable companies such
as
Network Solutions and
Go Daddy,
$20 a month will get you enough space and bandwidth to get started.
These sites will also sell you a domain name— a dotcom address of your
very own. Unless a domain is already taken, it shouldn't cost more than
$20 a year.
Now comes the hard part: building a site. Major Web
hosts sell cheap packages designed specifically for smallbusiness
owners, which include predesigned site templates, shopping-cart software
and options for customizing layouts without the need for HTML
expertise.
Some companies, like
Volusion,
specialize in prefab hosting and website packages for small businesses.
Andon sells his jellyfish tanks using Volusion. "I have no knowledge of
programming or coding," he says, "yet I was able to build my site on my
own."
For a truly custom website design, expert help is a must.
Freelancer.com,
a bidding market for freelance development work, is a good place to
start. Freelancer.com's thousands of listed projects are also an
invaluable resource for understanding how much Web design actually
costs. (Fair warning: It can cost upwards of $1000.)
Of course,
all of your work will be for naught if you can't get paid for it. And
the Internet has taken the pain out of accepting credit-card payments,
even for brand new businesses.
PayPal
offers a free basic merchant account, with no minimum revenue
requirements and no need for a credit check, plus simple tools for
linking it to common e-commerce platforms. PayPal's commission is
reasonable, too, at 2.9 percent of each sale plus 30 cents per
transaction.
Read more: How to Start an Online Business - Internet Business E-Commerce Solutions