Be confident that there is a need and desire to want to participate in the venture that is proposed. Ensure there is a compelling reason why members should spend time and effort on line within the community. The specific value added proposition and purpose should be clearly defined on the site and the specific benefits should be actively promoted to encourage trial, participation and usage. Community building should be viewed as a cost to the business and part of a long-term strategic plan to form beneficial online relationships with customers. Sufficient finance needs to be available to support the infrastructure of the community and maintain the momentum toward gaining a critical mass of members.
Adequate provision needs to be made for promotional activity.
Lack of awareness in the early stages, post launch, will leave the site with limited activity resulting in a negative spiral of reducing participation as members become disillusioned with the overall perception of the community. Commercial activity is generally accepted within the B2B environment and will probably be required to ensure the site is sustainable. However members will demand competitor choice and the sales area will need to be unbiased and open in this respect. Failure to comply will result in a loss of trust and members. Companies will therefore need to consider carefully whether they are able to support such a venture.